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Quanzhou Textile Shoes And Clothing Into The Creative Industry

2008/9/4 16:10:00 84

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Textile Shoes And Clothing Creative Industry Quanzhou

Quanzhou textile and garment industry is actively exploring the direction of future development in response to this year's development challenges.

Wang Qiming, chairman of Fujian Textile Industry Association, vice chairman of China Fashion Color Association and chairman of Haitian Textile Group, put forward the suggestion of "introducing creative industries to create individual brands".

In fact, this industry optimization and upgrading mode is of great benefit to the industrial economy of Quanzhou as a whole.

To this end, the Morning Post reporter interviewed Wang Qiming and asked him to make suggestions for the upgrading of Quanzhou's traditional industries.

　　創意成就品牌個性

According to statistics, China's textile and garment industry OEM export enterprises profit only accounted for about 20%% of the product's multinational supply chain.

At present, Quanzhou has a large number of garment brands and a complete industrial chain. It is a domestic leader in the field of casual wear. Its terminal services, channel construction and other aspects have been kept up. However, brand positioning is homogenized, product homogeneity is still serious, and there is no real international brand.

Wang Qiming believes that consumers evaluate the use value of textile and clothing products, including material use value and cultural aesthetic (experiential) use value.

From fiber to clothing, it is just a product for consumers. What they need is more specific and detailed expression. It should be a spiritual demand.

"A lot of brands always advertised themselves as" China famous trademarks "or whatever, but what is" China famous trademark "and consumers do not necessarily care about them. They are most concerned about whether they like this dress or not, and whether this garment is suitable for themselves.

Whether a product sells well is actually closely related to the happiness and sadness of consumers. "

He said.

He advocated the individualization of the brand so as to improve the contribution rate of the brand.

The contribution rate of the brand reflects the overall quality of the industrial chain, such as production efficiency, resource conservation, environmental protection, humanistic care, cultural connotation and so on.

In raising the brand contribution rate, Wang Qiming pointed out that we should improve the protection system of intellectual property rights.

It is understood that the United States called the creative industry "copyright industry", enough to explain the importance of copyright.

In addition, Quanzhou enterprises should actively seek and cultivate international strategic partners, develop pnational R & D and marketing, create local brands and create international brands.

　　個性化帶來附加值

Brand personalization can enhance brand contribution rate, which is the law of economic and social development.

After solving the basic living needs, the proportion of experiential invisible consumption in people's consumption expenditure has gradually increased, and the only way to satisfy this invisible consumption demand is creativity.

The product differentiation and individuation created by creativity will contribute to the creation of high added value far more than the contribution of product quality.

Creative industries, also known as creative economy or cultural and creative economy, include industrial design, fashion design, architectural design, advertising and publishing, art and music, software services, animation games, radio and television and so on.

The profit generated by creativity is not only the creative value itself, but also the combination of creativity and specific products and industries.

Therefore, the development of creative industries actually includes two aspects: first, the formation and value of creativity are recognized and protected; two, the diffusion of creative value and integration into related industries, so as to enhance the profits of related industries.

"Textile and garment industry is bound to synchronize and blend with the development of creative industries in the situation of constantly changing functional demand, fashion and differentiation in the consumption demand of textiles and garments."

Wang Qiming said that the textile and garment industry in Quanzhou still has a certain foundation for docking with creative industries.

"Although the economic situation is not good, there are still 1/3 enterprises to maintain growth, and Quanzhou's large number of enterprises, has formed a certain industrial cluster, with a complete industrial chain."

He said that a prominent feature of the law of the development of creative industries is to "get together" and "gather together". Quanzhou basically has a certain enterprise foundation and industrial scale.

　　創意產業可園區化

"Quanzhou should accelerate the development of creative industries, which is of great significance for the upgrading and upgrading of traditional industries including Quanzhou's textile and garment industry."

Wang Qiming said.

At present, the domestic creative industry is still in its infancy, and the scale of enterprises is generally small. Individual enterprises are limited in attracting talents, raising funds and opening up the market. It is difficult to obtain the environmental conditions of "knowledge spillover" and "creative industrialization" and "creative marketization". The practice at home and abroad has proved that building a park, integrating resources, division of labor and cooperation, gathering radiation, forming a creative, design, manufacturing, display and marketing industry chain is a effective way to speed up the development of creative economy.

The guiding opinions of Fujian on strengthening the development of creative industries mentioned that Quanzhou should further integrate regional innovation and creative resources according to the deep historical and cultural accumulation in the region, combine with the adjustment and upgrading of industrial structure, and form a group of creative industry gathering areas featuring industrial design, fashion design and arts and Arts performances.

"A lot of creative people are useful if they can be expressed."

Wang Qiming believes that on the one hand, it is necessary to gather creative people and form a "team". Creative industries need many people to concentrate first, so the park mode is more feasible.

On the other hand, many traditional cultures in Quanzhou are very distinctive. They still need to dig out ideas and discoveries, and combine traditional elements with fashion taste to form new ideas.

Du Yuzhou, President of the China Textile Industry Association, once pointed out: "script src=>