A model competition held during the 5th China (Dalang) International Woolen Knitwear Fair in the year of 2006.

Present: Cheese that people wouldn't like to move

Humen and Dalang, two leading apparel production bases in Dongguan, own several thousands of apparel enterprises which produce hundreds of millions of saleable items every year. The thriving garment industry not only brings an amazing economic index to the region, but also nurtures a huge market potential for modeling.

Mr. Chen Jingtai is the general manager of ECA, a Hong Kong-funded apparel enterprise in Dongguan. He said his company spends hundreds of thousands in RMB on employing models every month. "The market demand is huge as every local brand spends that money every month ".

According to Miss Shi, when the Innovation Center of Humen was established by the government, a catwalk was set up within its office building for new products release and trade activities. Small and medium enterprises flocked to use the stage. So far, several hundreds of enterprises have submitted applications.

Miss Shi explained that long ago some small and medium enterprises (SEMs) dealing with apparel manufacturing were in need of catwalk shows to display their new products. They had to do it in star-rated hotels which provide professional stage but charge a high price (thousands of RMB) which these SEMs hardly can afford. The Innovation Center of Humen become so popular because it is affordable for the SEMs.(The government charges only 5, 000 RMB for using the catwalk).

"It reveals the huge potential for the modeling in Dongguan," Miss Shi said.

However this "market with huge potential" has not attracted a professional modeling agency to set up branches in Dongguan, nor has it made an attempt to nurture local professional modeling companies.

According to Miss Shi, those which regard themselves as "professional modeling companies" in Dongguan are in fact intermediary companies such as advertising companies and photography studios which do not have adequate model resources. When necessary, those "professional modeling companies" employ contemporary models from Guangzhou and Shenzhen. "These companies are small and lack of the vision for long-term development, their existence is the result of pursuing profits from short-term business."

Why have professional companies hesitated in setting up branches in Dongguan?

According to Mr. Dang, the Manger of DM75, a model solutions provider in Guangzhou, many apparel manufacturers in Dongguan adhere to the principle of developing their companies as small workshops. They need models, but lack the necessary understanding of professional modeling.

"The apparel manufacturers in Dongguan consider the price much more than the professionalism," said Mr. Dang, "As a result they prefer to do business with intermediary companies such as advertising companies and photography studios rather than professional modeling companies."

"We have to launch a price war with those advertising companies and photography studios if we want to set up a branch in Dongguan. This is something we are unwilling to do because we will be defeated as the operating fees of a professional company are much, much higher." (To be continued)