As global fashion brands look beyond traditional markets, Guangdong is positioning itself to become one of China’s next major export engines for apparel and footwear. On January 12, authorities in the southern Chinese province unveiled a new initiative in Guangzhou aimed at helping local fashion manufacturers reach consumers overseas.
The programme, titled “Wear Guangdong: Fashion for the World,” is designed to connect the province’s extensive manufacturing base with cross-border e-commerce, digital marketing tools and international logistics, creating new pathways for local companies to sell abroad.
The launch event took place in Guangzhou’s Panyu district and brought together government officials, clothing and footwear manufacturers, and representatives from major digital platforms including Alibaba and TikTok. During the event, platform representatives shared practical guidance for overseas expansion, including advice on “from building brand visibility online to managing international deliveries.”
Organisers said the event also placed strong emphasis on direct business matchmaking. Apparel and footwear producers were given opportunities to meet platform operators in person, with the aim of turning initial contacts into concrete cooperation and export orders.
According to officials, the initiative forms part of a broader strategy to modernise traditional industries in Guangdong through digital transformation. By combining manufacturing capacity with online sales channels and data-driven marketing, the province hopes to help fashion companies compete internationally on design, quality and brand recognition rather than price alone.
Guangdong’s fashion industry has developed over more than four decades and remains one of the largest in China. The province is home to more than 2,500 large-scale garment enterprises, accounting for roughly 18 percent of the national total. Its production spans a wide range of categories, including womenswear, underwear, homewear, denim, footwear, bags and other related fashion products, supported by established industrial clusters in cities such as Guangzhou, Dongguan and Shantou.
Following the Guangzhou launch, organisers said the “Wear Guangdong” programme will continue throughout 2026 with a series of seasonal promotional campaigns and product showcases. These activities are expected to strengthen supply chains, encourage innovation and help more Guangdong-made fashion products enter overseas markets.
Officials said the initiative reflects the province’s long-term goal of reinforcing its role as a global hub for apparel and footwear manufacturing while adapting to shifting demand and competition in international fashion markets.
