For over 30 years of reform and opening up, Wenzhou has become a city full of legendary stories, always standing at the forefront with its entrepreneurial spirit, showcasing innovation, leadership, and boldness. From November 28 to November 30, 2009, the "2009 Italy-China (Wenzhou) Global High-End Men's Clothing Brand Orders" event was hosted by the Wenzhou Economic and Trade Commission and the China National Garment Association Men’s Committee, with support from the Wenzhou Garment Chamber of Commerce and Wenzhou Garment Development Co., Ltd. The event aimed to highlight the strength and unique charm of Wenzhou’s men’s clothing manufacturing industry.
More than 20 renowned Italian men’s brands, led by Dr. Carmine Gelli, president of Northwest Italy, brought the latest fashion trends and valuable business opportunities. Over 200 high-end men’s clothing brands from across China participated, engaging in seamless business matching with more than 300 Wenzhou OEMs right at their doorstep. In recent years, many manufacturers have struggled with limited marketing channels and shrinking profit margins. Zhang Qiongyao, Secretary-General of the Wenzhou Garment Chamber of Commerce, emphasized that manufacturers are often at a disadvantage in the industry chain, losing pricing power. He suggested that instead of being discouraged, it’s time to rethink strategies and build a stronger platform for growth.
The event was seen as a key opportunity for Wenzhou to showcase its world-class manufacturing capabilities and take a step forward in the global market. With the "Lang Jun" initiative, the Wenzhou Garment Chamber of Commerce aimed to establish a hub for high-end men’s fashion, leading the industry into a new era.
Cheng Chen Ai, a prominent figure in the Wenzhou garment sector, pointed out that while other cities like Ningbo, Shenzhen, and Hangzhou have established garment exhibitions, Wenzhou lacked a central platform. This gap highlighted the urgent need for an industry hub to drive development and restructuring. The exhibition was not just a display but a strategic move to position Wenzhou as a leader in high-end men’s clothing manufacturing.
Over the past two decades, Wenzhou has built a solid foundation in the menswear industry, supporting well-known brands such as Good News, Zhuangji, and others. Emerging second and third-tier brands are also gaining momentum. Looking ahead, the "Italy-China Garment Fair and Global High-End Men’s Joint Orders" event featured four major activities, including business fairs, brand exhibitions, and fabric appreciation meetings, all designed to enhance collaboration between Italian and Chinese players.
In 2009, the establishment of the Wenzhou Garment Development Building attracted national attention. It became a one-stop center for product displays, negotiations, and order completions. At the event, a 4,000-square-meter joint booth was set up to showcase Wenzhou’s top men’s clothing manufacturers. Organizers believed that as the financial crisis eased, demand would rise, and the industry would gradually adapt and improve.
To ensure the quality and quantity of attendees, the organizers took several measures, including organizing investment delegations, visiting industry hubs, and mobilizing dealers nationwide. Cheng Chen Ai emphasized the importance of promoting the garment industry, spreading clothing culture, and using innovative orders as a platform to build a strong base for high-end men’s manufacturing in China.
Zhang Qiongyao added that the event brought in a large number of high-end customers, helping to attract more exhibitors and create a cycle of mutual benefit. After this professional exhibition, he noted, the industry would be encouraged to self-adjust, improve, and grow. Wenzhou’s garment industry is no longer just about “making clothes†– it’s about building a brand, positioning itself as the “City of Chinese Men’s Fashion,†and embarking on a journey of continuous transformation and progress.
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