Interpretation Of Shenzhen Garment Industry Success

Shen Yongfang, Secretary General of Shenzhen Garment Industry Association

Chinese women's wear once said, "the south is just the Yangtze River, but the north is the Yellow River", but the Shenzhen women's costume, which is in the limelight, makes it a history.

No matter which tier or second tier city in China, the Shenzhen women's clothing brand can be seen everywhere in large department stores, occupying half of the sales of clothing in the market.

Over the past 10 years, Shenzhen's own clothing brand has not only completely changed the habits of Shenzhen people buying clothes in the field, but also made Shenzhen become the clothing sourcing place favored by domestic and foreign merchants.

According to the relevant statistics, as of 2009, the clothing industry in Shenzhen realized output value of 130 billion yuan RMB and exported 10 billion 600 million US dollars, including more than 3200 garment enterprises, about 400000 employees and more than 800 private brands, of which more than 200 were well-known brands in China, and the products were sold well in more than 100 large and medium-sized cities in China. The market share of one kind of shopping malls in large cities was as high as 60%, indicating that Shenzhen women's clothing was the leading force in the country.

From the earliest "three to one fill" processing trade, and now on the road of research and design and manufacture of national brand clothing, Shenzhen garment industry has gone through the process of butterfly from cocoon to cocoon and has become a banner of the National Women's wear industry for more than 20 years.

In the rapidly changing market, how does the Shenzhen women's wear brand stabilize the market?

How to make bigger and bigger?

As the witness and participant of Shenzhen garment industry, Secretary General of Shenzhen garment industry association Shen Yongfang unveiled the answer.

Shenzhen women's clothing is not the same.

How does the women's clothing brand of Shenzhen apparel industry gain a firm foothold and sell well all over the country?

Shen Yongfang answered in a concise and concise way: "the diversity and internationalization characteristics of the immigrant city and the neighboring Hong Kong and Macao, which create the brand style, constitute the special advantages and competitiveness of Shenzhen women's clothing".

As Shenzhen is an immigrant city, entrepreneurs and fashion designers come from all over the country, and a considerable number of Hong Kong, Macao and Taiwan enterprises have settled down in Shenzhen. This constitutes a unique cultural diversity of the immigrant cities on the basis of cultural genes, resulting in the individualization and differentiation of their brands in the connotation and design appearance of DNA.

"To see Hangzhou's famous women's clothing brand's self style is just like appreciating a poetic declaration, fresh and graceful, almost becoming the label of Hangzhou women's clothing.

And Shenzhen's clothing brand culture is diverse.

Everyone is very clear and accurate about the target of the market. He always insists on taking a route, such as Providence, insisting on the traditional style of national dress, the European route, the lady house is the girl dress, Jesse elegant woman.

Basically, they are not identical or plagiarized.

Shen secretary general said.

On the other hand, Shenzhen is adjacent to Hongkong, and its geographical advantages make it easy for Hongkong to keep abreast of the changing trends of international fashion styles, colors, fabrics and international apparel market in a timely manner.

Therefore, Shenzhen women's clothing has formed a "fashion and high quality" image, leading the nation in the internationalization of cloth and design, making the Shenzhen women's clothing blossom all over the country.

The government's strong push is the cornerstone.

People in the industry have said that an open cultural environment and a relaxed environment for development make Shenzhen women's clothing brand without any sense of bondage, which is the foundation for rapid development.

"We have a very good platform, that is, the government.

The government does not interfere with the enterprise, let the enterprise go to the business to make a break, and give the enterprise a free space to play. The government is the biggest management. "

Shen Yongfang said.

In the process of making the brand grow freely, the government is also actively helping to address the difficulties and problems faced by enterprises.

"In the initial stage of Shenzhen clothing brand exhibitors in the initial stage, the relevant leaders of the Shenzhen government have been accompanying brands to participate in the exhibition, branding the brand, although there is only limited financial support, but it has given brand confidence and courage to enable us to launch a press conference in Beijing and push Shenzhen's brand out so that our overall image can be heard in Beijing."

Shen Yongfang said.

In addition, the Shenzhen municipal government has been creating a favorable environment for the development of the garment industry in Shenzhen. It has actively guided women's wear brand enterprises to become bigger and stronger, and promoted the rapid and healthy development of women's clothing industry.

First of all, the Shenzhen municipal government plans to build big wave clothing industry gathering base and Gongming underwear industry gathering base, and strengthens the advantages of industrial agglomeration. Secondly, with the support of Shenzhen municipal government, Shenzhen City garment research and development center has been set up to promote the new vitality and scale effect of garment industry. Besides, Shenzhen government has also proposed to build "Shenzhen women's clothing regional brand" in recent years, and began to popularize the "Shenzhen women's clothing".

The exhibition will provide a good display platform.

In addition to the efforts of the brand itself and the relaxed development environment, the "China (Shenzhen) international brand clothing and apparel fair" as a showcase for women's wear brand enterprises in Shenzhen also plays an important role.

As an industry weathervane and barometer, the Shenzhen clothing fair aims to provide a platform for pactions and exhibitions to Shenzhen's clothing enterprises.

Through the exhibition, enterprises establish brand image, find brand franchisees and department stores, and expand sales channels.

"Brand participation" is actually setting up the image of its own brand.

The exhibition is like a silent language, which expresses what the brand is.

Brands such as Mass Phil, Song Li Si, Jesse, Yi Hong Run, Ying ER and so on have been exhibiting for more than ten years. They also participate in exhibitions every year. They are constantly upgrading their brands through exhibitions, telling everyone what the brand is and expressing their demands in brand language.

For example, it is the brand concept of "I am an elegant woman" in silent language from the display of brand image and booth.

Shen Yongfang said.

Judging from the activities held in recent years, the scale and level of the exhibition are getting higher and higher. For example, this year's exhibition, Didier Gobach, President of the French Fashion Federation and Mr. Glassman, chairman of the French designers association, will take the senior fashion designers to participate. The director of John, the director of the British weekly organizing committee, will direct the ten closing ceremony of the "rain and wind for all the years," which will bring the latest trends in the UK and the works of outstanding designers selected by the British Saint Martin Institute and the British fashion art academy this year.

"After the end of this exhibition, we should conduct research in all directions, not only for exhibitions, but also for enterprises.

Knowing the real demand points of enterprises can guide enterprises to take the right path.

Shen Yongfang finally said.

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Shenzhen garment industry association will conduct training courses.

From 18 to 19 this month, the Shenzhen garment industry association will organize the training course series of 2010 Shenzhen commodities planning training to provide Shenzhen clothing and apparel enterprises with systematic business planning learning and practical services to help enterprises improve their operational thinking, achieve the balance of production, supply and marketing, and promote the rapid growth of enterprises and brands.

According to the organizers, this training was specially invited to Beijing golden Fang fashion brand management consulting center expert Hong Dongni. She will give a comprehensive interpretation of the two aspects of commodity operation and SPA commodity planning under the SPA mode through the combination of professional knowledge, on-site explanation and sandbox deduction. The contents include seven parts: Commodity operation under SPA mode, SPA commodity operation ring and business chain, SPA commodity operation organization construction and environmental needs, SPA commodity operation practice, commodity planning, commodity planning system.

It is understood that the Beijing golden fashion fashion brand management consulting center has long been committed to providing product planning consulting and training services for China's growing fashion companies.

Jin Fanglve advocates that from the perspective of business, it will provide clothing enterprises with comprehensive operation management services including commodity planning organization construction, quarterly commodity planning, commodity operation and management, supply chain management and so on.