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The Core Area Of Zhengzhou Railway Station Business District Witnessed The Changes Of Clothing Industry In Central Plains For More Than 30 Years
Yinji Plaza, a 320000 square meter commercial complex in the core area of Zhengzhou Railway Station Business District in Henan Province, has witnessed the changes of clothing industry in the Central Plains for more than 30 years. This "building style" professional clothing market, which began in 1993, has gradually expanded from the whole category of clothing sales with a single wholesale and retail transaction to a professional market integrating logistics and warehousing, headquarters business, brand incubation, design and research and development, exhibition advertising, e-commerce live broadcast base, industrial investment and other comprehensive services.
As the "bridgehead" and "leader" of fashion industry in central and western China, Yinji Plaza has not only made great achievements in promoting the development of Henan clothing industry, but also cultivated many local brands; In the face of e-commerce impact and industry reform, Yinji has anchored the strategic goal of "building a clothing operation platform with core competitiveness", and provided a vivid model for the transformation of traditional professional markets through model innovation, digital intelligence empowerment and ecological reconstruction.
Breaking the situation: from "landlord" to "industrial router"
Yinji Square has been developed and expanded for three times, which not only changed the backward form of the first generation road market, the second generation booth market and the third generation scaffolding market in the Zhengzhou railway station business circle, but also gave birth to the first clothing trade distribution center in the Central Plains, with huge aggregation effect and scale efficiency, It has further enhanced and consolidated the image and status of Zhengzhou as a regional trade center, driven the vigorous development of the whole garment processing industry in Henan, and has become one of the powerful driving forces for the rapid development of China's garment industry.
During the 14th Five Year Plan period, in order to comply with the trend of digital economy, consumption upgrading and industrial upgrading, China's professional market entered a new round of transformation and development. With the flattening of market channels and the compression of circulation levels, the professional clothing market has entered the stage of refined operation. How to break the situation in channel reform? Miao Junya, Vice President of Yinji Industrial Group, explained the core of transformation - "one batch of prices, two batches of services" model in an exclusive interview. Demands of purchasers are increasingly characterized by "one price and two services", and "cost-effective products+in-depth services" has become the core appeal of purchasers. In recent years, Yinji Plaza has actively built a special area for supply chain service providers to achieve differentiated development, upgraded the market from the role of "landlord" to "supply chain collaboration platform", and used the first "one batch of prices, two batches of services" model to become a lever to pry industry change.
This model directly hits the pain point of the industry. On the one hand, there is a long-term price gap and information gap between the manufacturer cluster and the secondary market; On the other hand, downstream small and medium-sized purchasers are eager for high cost performance in the primary market, and need in-depth services such as product selection and logistics. Therefore, the Bank Base innovated the "one price, two service" model, integrated the upstream and downstream supply chain, and quickly opened up the industrial chain links from R&D, design, procurement, production, marketing, etc; Through large-scale centralized purchase and direct connection with manufacturers, it provides services in terms of overlapping store location, store decoration effect guidance, sales team establishment and training empowerment, store display guidance, product portfolio planning, store operation guidance analysis, store promotion and marketing planning, enabling high-quality development of merchants in all directions, and further actively expanding the stickiness and scale of downstream procurement customers.
In addition, the operation mode of wholesale and retail integration has also laid a good foundation for the continuous upgrading and development of silver base. Yinji has been operating steadily for more than 30 years. Relying on good geographical advantages and shopping malls, customers in the Yinji market have formed a stable wholesale and retail scale, with a wholesale to retail ratio of about 7:3. The integrated operation of wholesale and retail makes the market more dynamic and creates a good consumption scene and atmosphere experience for the market and consumers.
Today, Yinji Plaza has developed into a professional clothing wholesale market with the largest turnover in six provinces in central China, with an average daily passenger flow of more than 100000 person times and an average daily transaction of more than 25000. It is one of the first level professional clothing wholesale markets with the largest domestic passenger flow, the most active transactions and the widest coverage of people, providing one-stop whole industry chain services for more than 3000 merchants and 200000 downstream stores, And has established a stable win-win relationship with customers in various regions of the industry.
Stickiness war: from trading ground to "dynamic community"
The clothing professional market is facing new challenges such as shrinking offline traffic and intensified homogenization competition. It is difficult to sustain the mode of relying solely on venue leasing and resource integration.
In order to solve the problem of shrinking offline traffic, Yinji organizes nearly 50 quality marketing activities around the market merchants every year, transforming the market into an industrial community with "strong social attributes". For example, the "Silver based Classroom" created in 2020 has so far provided free e-commerce skills training for silver based and surrounding market merchants. At present, about 4000 people have been trained to help e-commerce merchants become familiar with the new rules of the platform and provide flow support rewards for high-quality merchants.
In May 2023, the fourth floor of Yinji Plaza will start the environmental quality upgrading and transformation of more than 30000 square meters, setting a new environmental upgrading model for the national peer market. It not only improves the experience of merchants, but also provides merchants and manufacturers with multiple empowerment of "agglomeration effect+rich product selection+extreme cost performance+extreme operation", forming a unique "silver based effect" in the national clothing professional market. Represented by the merchants on the fourth floor "Shangke Selection", the 3500 square meter single store has started a new brand supply chain service provider's business orientation and ecology, attracting high-quality buyers and brand merchants from six provinces in the central China and northwest China for in-depth cooperation, expanding brand influence and improving market share.
It is worth noting that the first spot order meeting in central China organized by Yinji Plaza adopted a new model of "one price, two services" for clothing industry exhibition and sales, gathered 300+high-quality and a batch of powerful merchants, and deeply cooperated with nearly 100 market malls in and outside the province. A total of 30000 buyers were received. The total number of effective orders reached 1.5 million, and the overall sales exceeded 100 million yuan.
In addition, Yinji has long held industry activities such as the founding conference of the e-commerce professional committee of Henan Garment Industry Association, brand exchange conference, as well as procurement festivals and ordering events such as Yinji Lecture Hall, Yinji Major Customer Salon, and Yinji Fans Meeting, gathering more dynamic and cohesive purchasers. It not only introduces nearly 500000 precise customers to merchants every year, but also helps them develop diversified promotion strategies combining teams and goods; The high-quality supply chain merchants also promoted the high-quality goods of Yinji to a wider consumer group through the Yinji supply chain platform and their own business teams, which stimulated the new power of production and marketing.
The practice of Yinji Plaza has proved that the future of the traditional wholesale market does not lie in a larger site, but in a deeper industrial connection. Through knowledge sharing, scene innovation and activity operation, Yinji successfully upgraded the trading place to a vibrant industrial community, providing a replicable "Yinji scheme" for the transformation of professional markets. This transformation not only withstood the impact of e-commerce, but also created new growth momentum, making the traditional market glow with new vitality.
Ecological reconstruction: incubation brand and digital intelligence enabling "two wheel drive"
In the context of industrial upgrading, offline traffic is the basic platform, and online traffic is the new engine. After 32 years of deep cultivation in the industry, Yinji has gradually transformed from a property platform to an operation platform, from a trader to a service provider, developed a "competitive clothing operation platform" with high quality, and committed to creating a "super interface" for the clothing industry. With the focus of "brand incubation+digital intelligence transformation", Yinji Plaza has built an omni channel brand and traffic matrix with IP characteristics.
In terms of the brand matrix merchant structure, Yinji actively introduced national leading fashion clothing source brand merchant manufacturers, and set up regional commodity display and operation service centers in Yinji. In addition, it has also cooperated with associations, professional institutions and universities at all levels for a long time to cultivate and incubate design forces in a targeted manner to empower merchants with brand development awareness; At the same time, relying on the platform of China International Fashion Expo (CHIC), the exhibition will support the output of "silver base dedicated to brand".
CHIC, as the largest and most influential clothing professional brand fair in Asia, Silver Base has participated in the fair with merchants continuously, led the clothing industry in central China to go out of the Central Plains market, launched nearly 100 merchants, and received nearly 100000 potential customers.
At the 2025 CHIC Spring Exhibition, which just ended in March this year, Silver Base Plaza participated with six original strength brands (women's brands: Zhu Zidang, Muduche, Mikeqiufu, men's brands: Peimeng, SY since 1981, Ti Hegu). With brand strength and innovative design, Silver Base Plaza became the focus of the exhibition.
So far, Yinji has incubated more than 300 original design brands and businesses, cultivated a group of partners who have the ability to grasp the market trend, shape brands and unique design, have the advantage of quickly finding and investing in high-quality potential brands, use the resources of the industrial chain platform to implement brand market pooling, and further expand the company's revenue and profit scale. At present, there are more than 3000 merchants settled in, including 180 textile and clothing creative design enterprises and institutions. The company and merchants settled in a total of 85 designers. Using industry chain resources to implement brand market pooling, it has improved revenue and profits.
In terms of the traffic matrix, e-commerce shock and the rise of private domains are becoming fiercer, and online channels such as live broadcast, community, and platform e-commerce are fragmented, which has also prompted the Bank to accelerate the restructuring of the "traffic acquisition transformation retention" chain.
In terms of digital transformation, in 2020, Yinji and Diaoyin reached a deep strategic cooperation. After more than four years of online operation, the number of fans of the official account successfully exceeded one million, ranking first in the clothing category of the national clothing professional market. It has not only become the only authorized "clothing, shoes and hats industry belt service provider" in Henan region of the Tiaoyin e-commerce platform, but also won the title of "China textile and clothing e-commerce live broadcast base".
Miao Junya said that the digital real integration development of small and medium-sized merchants has a strong dependence on platform empowerment. For example, based on the market new media matrix, the market adopted a combination of "crisis public relations+merchant rescue" in the "720 event", effectively strengthening the trust bond between the market and merchants; It also continues to speed up the construction of merchants' digital intelligence capacity, provide full We Media training, build live broadcast bases, and reduce the cost of trial and error of merchants from the starting line.
At present, the e-commerce matrix built by Yinji Plaza occupies a large market scale in the e-commerce peer platform. Henan's overall clothing e-commerce index ranks fifth in the country, with the top 10 men's clothing merchants and the top 300 women's clothing merchants In the list, silver based merchants accounted for 20% and showed a steady upward trend, forming a "silver based phenomenon" of "popular landmarks", "popular brands" and "clothing flow pool" on the Tiaoyin platform.
It can be said that from the "silver based phenomenon" to the platform's attention, the "silver based model" has been promoted nationwide. The deep operation of the silver based plaza in the e-commerce field has driven the wholesale and retail business of merchants from "being a business" to "cloud business", from "withholding" to "streaming"; Realized the coordinated development of regional brands, market brands and enterprise brands, created a featured silver based brand system, and formed a long-term stable online drainage and offline sales trend.
To be "new": from single point breakthrough to multi-dimensional empowerment
The future of professional market lies in "de localization" and "strong service". As Miao Junya said, the development goal of Yinji Plaza is to promote commerce through commerce - to make the success of merchants become the "compound interest" of the platform.
The exploration of Yinji has proved that the value of the traditional professional market has shifted from "physical space" to "industrial service capability". By building a "supply chain infrastructure+business empowerment ecology", the traditional market can be transformed into an "industrial router", connecting supply and demand and creating incremental value.
The successful transformation of Yinji Plaza is not only the transformation of space and function, but also the transformation of the business relationship and supply chain resources accumulated over 30 years into ecological advantages. "Industrial router" connects supply and demand and creates incremental value.
"In such a severe situation, everyone is in the process of transformation, and is still full of confidence in the process of transformation. To a small extent, it is an industry phenomenon, to a large extent, it is a group of images of the times, both heritage and change." Miao Junya said.
Standing at the new starting point of the "15th Five Year Plan", Yinji Plaza will take the "new quality productivity" as the engine to reshape the value highland of the clothing industry. This is not only a vane of fashion in Central Plains, but also a future city integrating smart commerce, green low-carbon and digital innovation. From the "single point breakthrough" of the traditional wholesale market to the "multi-dimensional empowerment" of the whole industrial chain ecology, Yinji Plaza is writing the "Zhengzhou Sample" of China's clothing industry upgrading. When technology and fashion resonate here, when industry and platform go hand in hand, this fashion landmark that will never end will inject more surging "China power" into global commerce and trade.
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