Garment Industry Aims At International Pformation And Fashion Industry

China

Brand Bosteng opened flagship store in London and exploded news.

In fact, Shenzhen, the women's clothing market with 60% market share, has already had many brands on the road of internationalization.

In the recent London Fashion Week, the Shenzhen design, represented by the Shenzhen fashion industry promotion fashion Shenzhen, organized by the Shenzhen Municipal Commission on economic and trade and information and the Shenzhen fashion industry association, has shown the charm of Shenzhen fashion in the international arena.

Nevertheless, Shenzhen's clothing enterprises still have a clear understanding of internationalization.

Brands have said that in fact, overseas economic downturn, the Chinese women's clothing design is brought to the international community more for publicity and display of the effect, and for women's clothing enterprises in Shenzhen, the domestic market is still the most critical position, focusing on the international community, enterprises need to work harder.

Government delegation to London to show Shenzhen costumes

Fashion shows in London, Milan and Paris have been popular for many years and have become fashion vane.

In fashion week, more and more Chinese faces, models, stars and Chinese fashion brands.

It is reported that in recent years, in order to open up foreign markets, the international popularity of Shenzhen clothing has been launched. Under the strong support and guidance of the Shenzhen municipal government, the Shenzhen clothing association has actively organized Shenzhen clothing enterprises to participate in the exhibition of Hongkong Fashion Festival, the French Paris WHOS NEXT senior clothing exhibition and other exhibitions inside and outside by establishing the idea of "overall promotion".

From 2008 to 2012, in order to promote the European market expansion of Shenzhen garment industry and European Economic and trade cooperation, Shenzhen economic and Trade Information Committee and Shenzhen garment industry association held a group of five consecutive London Fashion Week and held the "Shenzhen fashion industry promotion conference - Fashion Shenzhen" series activities.

The event created a milestone in the fashion exchange between China and Britain. It was strongly supported by the London government, the British China Trade Association and the Chinese Embassy in Britain, and attracted the attention of the European fashion industry.

As an outstanding representative of Chinese fashion, the delegation of Shenzhen has shown Shenzhen's fashion industry to London and the world, and has won recognition and praise from the international fashion industry.

The independent designer Zhu Wei, who founded the Vmajor brand, took part in this activity. He came from a small school from a designer and clothing family. He graduated from the famous Saint Martin Institute. He can be regarded as the leader of the new generation of young designers in Shenzhen.

During the visit and exhibition, he saw that the clothing design in Shenzhen could arouse the interest of buyers in London Fashion Week, and still be full of Chinese design elements. "For example, Chinese dragon and Phoenix elements, embroidery and so on, there will still be a large part of the fixed audience will like it".

But in the process, he also deeply realized the difference between the brand of Shenzhen and the brand of the fashion show.

"Holding the show and the press conference in the stadium is a top-level brand that is strictly screened. Beside the stadium, there is an exhibition hall with an international brand that does not have such a strong strength. It also includes some creative designer brands, because London is a creative city with special funding for such designers and brands."

The display of Chinese brands is displayed by a sponsor of the "Shenzhen fashion industry promotion Shenzhen fashion" series in a rental hotel.

This shows that in the view of Zhu Wei te, "the effect of public relations is greater than the actual effect. The key is to let everyone see that foreign media have noticed that the actual paction or to achieve a goal is not so important".

Although there was no actual deal, Zhu Wei said frankly that he also accepted some international professional fashion media interviews through personal relations, and approached some potential buyers.

"This must also achieve some of the effect of going out."

Going out is an inevitable trend, but the relevant people of Shenzhen clothing association also believe that, in general, the main market of Shenzhen garment enterprises is currently in the domestic market, and there are few garment enterprises that develop garment retail business abroad.

The clothing industry in Shenzhen started earlier, and started from the earliest three to one processing and manufacturing industry. After twenty years of development, it has formed China's "women's clothing capital".

Data show that in 2011, the clothing industry in Shenzhen realized output value of 150 billion yuan RMB, and exported nearly ten billion dollars. There were more than 3000 garment enterprises, about 300000 employees, more than 800 private brands, of which more than 100 famous brands in China, and the products were sold well in more than 100 large and medium-sized cities in China, and the market share of shopping malls in large cities was as high as 60%.

At present, the apparel industry as a whole shows a good momentum of steady development, and has formed a complete and perfect industrial system and sniper advantage.

A large number of famous brands such as "Fang Li Fang", "Ma Tian", "Ma Fei Fei", "Song Si Si", "Ying Er", "Ni Ni Er", "Ni Ni Er", "card Dan ton" and "Yi Hui" have emerged firmly, and have established the leading position of Shenzhen fashion industry in the domestic first-line brand, and have had certain influence on the international stage.

{page_break}

Yin Bo, vice president of Shenzhen film and Fashion Group Co. Ltd., has no doubt that the most important thing at present is to cultivate the domestic market. "The future movie is not just the five brands, but will continue to develop the brand group.

In the interview, no matter the large enterprises such as the fashion group, the small and medium-sized clothing enterprises and the independent designer brand, the consensus reached is that the domestic market of garment enterprises is still the most crucial point in the development stage of the enterprises.

Zhu Wei te created the brand positioning for independent design of advanced garments.

He believes that, on the one hand, the gap between domestic design and foreign design, which involves the distance between cultural heritage and history, can not catch up overnight. On the other hand, the domestic market is becoming wider and wider. Especially in the case of foreign economic downturn, Chinese brands may not be able to break through bleeding even if they throw money. But in China, more and more people have the demand for fashion. For advanced garments, more and more occasions are used, and the increasing demand for domestic customers is also a fact.

The clothing association's statistical analysis shows that in 2012, the clothing industry in Shenzhen showed a good momentum of development as a whole.

Shenzhen clothing brand enterprises with independent intellectual property rights, independent brands and independent marketing and core competitiveness have steadily increased, and their average growth rate is 20% in the domestic market.

This part of the enterprises, the main market in the country, the overall development is good, promoting the Shenzhen garment industry increasingly from the dominant traditional industries to high value-added, high cultural content of fashion and creative industries.

Yin Bo revealed that the sales volume of half year's sales reached 20% - 30% in the domestic market.

The future will be pformed into fashion industry.

Apart from Shenzhen and Hongkong, Hongkong's tax and exchange rate advantage is obvious, but it can not stop Shenzhen people's shopping enthusiasm.

Widely sought after, this makes Shenzhen's clothing enterprises constantly reflect.

Li Xinwu, executive director of the design department of Shenzhen's Aesop Fashion Co., Ltd., introduces that there are obvious shortcomings in Shenzhen's clothing enterprises. "From the design point of view, there are not many independent enterprises.

Many enterprises will still choose to go abroad to observe the large fashion design week and bring the latest styles and fashion trends back to the season as new releases.

The lack of original design makes clothing brand lack of added value and no vitality.

Li Xinwu said, this is also a lot of Shenzhen's small and medium enterprises clothing dilemma.

"It is precisely because the clothing brand does not have its own unique design.

Unable to create their own brand and channel, so many garment enterprises' survival is not too easy.

The reporter has learned that in terms of the added value of clothing design, a company with good overall operation can produce 10 to 12 times the profit of clothing retail sign price and cost. This is the standard that many women in Shenzhen can achieve at present, while the profit margin of a general design brand, the retail price of sign and the cost is about six or seven times.

Such a gap is undoubtedly a bottleneck for many garment enterprises. It is also a driving force for enterprises to truly wake up. It is the only choice for garment enterprises to make original designs, create clothing brands, upgrade pformation and optimize industrial institutions through various ways.

Statistics show that the output value of Shenzhen's own brand products has increased from less than 5% in the early 90s to 80% at present. Over 75% of Shenzhen's clothing enterprises have made 5% to 15% of their sales as design, innovation and research and development funds. Design, originality and independent innovation have brought a steady stream of power to Shenzhen's brand and industry, and have led to the leading position of Shenzhen's clothing brand in China.

Through the establishment of the first mover advantages such as design and development, brand sales, Shenzhen's clothing has been gradually upgraded to knowledge intensive, creative oriented, brand operated and high value-added fashion industries.

In terms of design talent, Nicola de Villum, Nicola Del Verme, is the design director of the Italy fashion group. Its OBBLIGATO NICOLA DEL VERME has served FEND, MAX MARA, TRUSSARDI, and other famous brands.

The attraction of talents and the exchange with international designers have greatly improved the design content of clothing brands. The design has made the city of women's clothing a possibility of becoming a "fashionable city" in Shenzhen.

Yin Bo also said that in the future, enterprises will start a new cultural and creative marketing, and will single store to all aspects of products, brands, culture, services and so on.

The pformation of clubhouse includes the creation of "artistic space" on the happy coast of OCT.