Clothing Industry: The Hand Of Business To Shape China'S Original Brand

Shanghai is a battleground for all brands that want to make a difference in China.

In recent years, many international brands have also chosen Shanghai as their first "landing" site in the Chinese market.

One of the big reasons is the maturity and development of its business.

In the era of "channel becoming the forerunner", commerce is very important for brand building.

Therefore, although competition in the Shanghai market has been increasing, choosing it is actually choosing a strategic layout.

Driven by the hand of business, the creative industry of design is thriving in Shanghai, especially in Shanghai, which has a fairly high level of consumer fashion. We can see more of the rise of local forces.

Though they are not strong yet, they are thinking.

They represent a "star of tomorrow" in a breakthrough direction.

In their hands, they will lighten the sparks of the fashion stage of the East and West.

Next, please follow our brush to browse the new scenery.

From mealong town to Changle Road

It has been concluded that there are three conditions for the success of the local clothing brand in Shanghai: husband and wife partners, male tube sales female tube design and shop in mealong town.

The first two should be the successful experience of almost all family clothing brands, while the third one shows the status of the department store in Shanghai and the strategic significance of department stores.

Now, the local brands in Meilun town include: Zuc Zug element, Jefen Ji Fen, M.TSUBOMI Zi rice, E + Jia Jia, DECOSTER De Shi, OCHIRLY Ou Shi Li and so on.

However, outstanding design and creativity have led the new generation of designers to choose other marketing channels. Changle Road is among the best. This road, parallel to the Huaihai East Road, has gathered many designer brands and street trend brands.

Many people say that Changle Road has some SOHO areas like New York and Tokyo's Harajuku, and many foreign media, such as the United States Herald Tribune, are competing to report Changle Road.

As a matter of fact, Changle Road has become a symbol and even a standard. Because of the lack of money and the rising cost of rents, designers began to look for various potential shops with similar sentiment, such as Xinle Road, Taikang Road, Jianguo West Road and so on.

Representing shops and brands

One by one

One by one has 2 stores in Changle Road, and the three people behind are Wang Chuqiao, Qiu Hao and big bear.

Wang Chuqiao and Qiu Hao were Suzhou people who studied Chinese until Wang Chuqiao came to college. When they went to Suzhou silk college to find their classmates, they knew that there was a dress designing major (with her classmate, a bedroom, and Ma Ke who later created the "exception" brand).

After graduation, Wang Chuqiao opened a clothing store in Suzhou with Qiu Hao, an interior designer.

When they visited Shanghai for a visit, they took a fancy to Changle Road, which was unknown at that time, so they closed the Suzhou store and went to Shanghai to develop.

After that, Qiu Hao returned from the Saint Martin Institute in England, and the big bear who worked at Metersbonwe company also joined in.

Now, one by one has a workroom in a workshop in Whampoa District, with more than ten workers producing garments.

In addition to one by one, Qiu Hao and Da Xiong opened their shops on their own names on Jinxian road and Xinle road respectively.

Qiu Hao and one by one also became the pet of fashion magazines. Qiu Hao himself joked, "I don't know why, six times a year, Vogue."

Even Penniless

Even Penniless plated into Chinese is "even if there is nothing."

Designer Gao Xin was originally the chief designer of Metersbonwe, founded his own brand in 2004, opened the first store in January 2006, and now has two shops in Changle Road.

ESTUNE

Alex, the owner of the two and a half store, also came from Metersbonwe. But after he opened his shop, he still worked in Metersbonwe, and the studio set up for store goods went to him on Saturday only once a week.

Insh

Insh's Li Hongyan originally studied finance, and after graduating, he studied fashion design at LaSalle college after his passion for clothes. After graduating from work for a while, he founded his first brand insh.

She moved the studio into Taikang Road, Tianzifang, and opened the first and only insh self shop in Tianzifang.

Insh is the abbreviation of "In Shanghai", so the Shanghai element is the focus of insh clothing, and consumers are mostly foreigners.

As a matter of fact, the income of insh and other local affiliation businesses can just balance the cost of the company's operation, and the profits mainly come from the export of OBM (original brand export). Some boutique boutiques in Europe will order insh brand clothing sales, which may give some enlightenment to OEM exporting enterprises in the country.

In addition, Li Hongyan also launched the advanced women's wear series with his own pinyin "Li Hong Yan". After two seasons of trial, she recently opened a store in Tianzifang.

From Chen Yifei to Zhou Chengjian

Talking about design is about creativity. Designers are the root of all things, but designers need Bole to find out, especially in the early stage of China's garment industry.

Zheng Yonggang of Shanshan Group can be regarded as the first bole, and Chinese top ten designers such as Zhang Zhaoda, Wang Xinyuan and Wu Xuekai are all related to him and Shanshan knot.

Chen Yifei can be regarded as the second bole, Wang Yiyang, Wang Wei, Zhang Da and so on successively in Yifei fashion company.

The influence of Zheng Yonggang's entrepreneur origin and Chen Yifei's artist origin is somewhat different from that of the designer. It seems to be reflected in the industrial level and the art field respectively.

Metersbonwe's Zhou Chengjian brings the designer the idea of "not taking the unusual road". Instead of relying on the traditional department store channels of women's clothing, he set up shop in the street.

This may be the way of Metersbonwe and the market.

Who will be the next Bole?

I guess it comes from the two generation.

They were born in 80s, studying abroad, international vision and sufficient start-up funds, making nothing is impossible.

No, who else do they have?

From old factory buildings to Creative Parks

Chen Yifei selected the office of Yifei in a workshop in Taikang Road, Shanghai, and many artists moved the office.

So studios, clothing stores, galleries and coffee houses appear in the old fashioned Shanghai features. Now Taikang Road Tianzifang has become one of Shanghai's most original and most interesting creative parks.

Chen Yifei's fortuitous act became inevitable, and the Creative Industrial Park pformed from waste buildings or buildings appeared in large numbers.

Moganshan Road, M50

No. 50 Moganshan Road, located on the southern peninsula of the Suzhou River, is rebuilt from the original Shanghai Chun Ming woolen mill with an area of 35.45 mu.

M50 has introduced artists and galleries around the world, graphic design, architects, film and television production, environmental art design, art (jewelry) design and other studios.

One of the best galleries in the country is the art of the ganner Gallery, founded by the Swiss Laurence and the wing art center founded by Italy, and enjoys a high reputation in the international art community.

Bridge eight

The old factory building of the Shanghai automobile brake factory, which has been pformed by new design and mode, and injected with fashionable and creative elements, has already become a new sight of modern urban landscape.

Its new brand HUI Hui's office is located at Bridge eight.

Shang street Loft

Loft, which opened last year, was renovated by the old factory buildings with three guns and underwear.

During the opening ceremony, Maggie Cheung and other top stars were invited to join the company, including L'OREAL China and Next China procurement office.

In addition, Shang street Loft focuses on building designer brand stores and building 5 storeys as a creative retail area. The designer brand has a CROQUIS of men's clothing brand under Jiangnan cloth.

But Shang street Loft is currently a shortage of people in the retail area, which is a headache for some businesses.

1933 old workshop

Built from a building known as the first slaughterhouse in the Far East, the cylindrical structure has a very unique interior structure, especially suitable for large-scale fashion activities.

At present, 1933 old farms have already held the activities of "Denmark's Mark - Danish national fashion brand recommendation" and "Adidas Original's 08 spring summer new products".

Recently, however, there are signs of overheating in the creative park in Shanghai. Now the total number of parks has exceeded 80, and some of the value-added services promised at the beginning of the park remain on the surface. Now the government has begun to strictly examine and approve the creative parks.

At the same time, the rent of the creative park is also rising, averaging 4 yuan / square meter, and a 100 square meter studio rent exceeds 10 thousand yuan, which makes many designers shrink away and have to choose to leave.

From "to be rich" to "for fun"

In 80 and 90s twentieth Century, most people made clothes to get rich.

Therefore, how to let the clothing run and how to spread the shop seems to be the primary factor for many people to consider.

As for the people who wear their own brand clothes, the designers do not care about them. The focus is still on the explosion.

After 2005, people who want to solve their food and clothing problems want to realize their value of life. "For fun" has become the driving force of many new generation of designers.

As a result, they began to consider whether their designs could attract the people they wanted to move and whether their own brand image could be maintained.

Therefore, although many people want to join one by one, they are all declined. When insh Li Hongyan discovered that the newly opened Beijing franchised store sold other irrelevant brand clothes, it immediately ended its cooperation with them.

We see more cooperation between designers and cross-border cooperation to better develop their brand potential and display their brand Charisma: they choose to sell other designer's works in their own stores, and they also cooperate with other brands outside the clothing field, such as Li Hong's design for Electrolux's new products, Qiu Hao's design for NOKIA's mobile phone, and so on.

Their cooperation has made the optimization formula of "1+1>2" possible.

From self design to open design

Nowadays, street culture is popular among young people. "Chaozhou" is the largest customer group in the creative industry. They typically dress up as a T-shirt, a pair of jeans and a pair of sneakers. Among them, the T-shirt market is the easiest to cut into. However, if we want to cut in successfully, we need design and creativity. Here we can mention 3 representative shops in Shanghai.

Tee Tale

This self designed printed T-shirt shop was set up in Shanghai by the opening of street stores. The printing pattern covered various topics. The information brought by the patterns resonated with the customers. The excellent product quality ensured the value of the clothes themselves, so it became popular among young people in Shanghai.

Among them, the most popular sweater has become the necessary choice for many young people.

THE THING

THE THING almost entered the market at the same time as Jersey, and opened shops in Changle Road. Apart from selling directly all kinds of original printed T-shirts, THE THING also chose some different marketing methods.

For example, in cooperation with the entertainment channel of Shanghai TV, for some stars, please ask Fans to design t-shirts for stars, and winners will be able to meet stars.

The Wenchuan earthquake, THE THING immediately launched 2 T-shirt bazaars, all the proceeds donated to the Red Cross.

In addition, THE THING has launched a new plan to invite people who have no idea of pattern design to put forward the concept of design, and then complete the T-shirt design by their designers.

Eno

The biggest shop on the happy road was opened by a group of foreigners, who were well versed in street culture. They started a "333 plan" at the very beginning, that is, 1/3 T-shirts were designed by eno's own designers, 1/3 were designed by eno's special designers, and the remaining 1/3 were decided by fans.

Eno this creative activity is effective, and the special designer himself will spread word of mouth in his circle, and love.