Shenzhen Clothing Brand Group

The clothing industry in Shenzhen has gradually formed a complete and perfect industrial system with better agglomeration effect. It has quietly completed the industrial upgrading from "Shenzhen manufacturing" to "Shenzhen creation", and has become a paragon and model for the pformation and upgrading of traditional industries.

From the small workshop of three sewing machines to the creation of the famous clothing brand "Ji Xiang Zai" in Shenzhen, from the small clothing store on the street to "practice booth", there are now more than 100 shops distributing nationwide.

Yang Fan, chairman of Shenzhen Jixiang house Garments Co., Ltd., created a miracle in less than 10 years with a heart of love and beauty.

"Yi Hui" started from scratch and developed into a well-known women's clothing enterprise with 3 independent brands and 300 stores in the country in less than 15 years.

Recently, Zhou Sheng, chairman of Shenzhen Yi Hui fashion group, has been shuttling between Korea and Japan to understand the development of the Eastern market, and to find a new way to optimize the brand of "Yi Hui" brand. The trend of optimizing its brand has attracted the attention of the industry.

Shiny Shenzhen business card

In Shenzhen's clothing industry, this kind of almost mythical entrepreneurial story is not uncommon.

Last year, the output value of Shenzhen garment industry was about 130000000000 yuan.

Shenzhen women's clothing has won the leading position in China.

At present, there are more than 3600 garment enterprises in Shenzhen, including more than 2300 fashion women's clothing enterprises, more than 1200 independent brands, more than 200 famous brands at home and abroad, and the products are sold well to more than 100 large and medium-sized cities in China, and the market share of one kind of shopping malls in domestic big cities reaches 60%.

More and more independent brands are rising rapidly in Shenzhen's clothing industry to become a shining Shenzhen business card.

At present, the clothing industry in Shenzhen has gradually formed a complete and perfect industrial system with better agglomeration effect. It has quietly completed the industrial upgrading from "Shenzhen manufacturing" to "Shenzhen creation", and has become a paragon and model for the pformation and upgrading of traditional industries.

Create fertile soil for women's wear in Shenzhen

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 "breaking cocoon and pforming butterfly" for more than 20 years, and now it has become a banner of the National Women's clothing industry.

To explore the miracle of Shenzhen's clothing industry, people can not help asking: why does such a young Shenzhen breed so many clothing brands?

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

How to make bigger and bigger?

The answer is manifold.

However, the most fundamental reason is closely related to the entrepreneurial environment of Shenzhen.

The relaxed development environment makes Shenzhen women's clothing brand have no natural sense of bondage, which becomes the foundation for its rapid development.

More than one garment company official told reporters: "we rarely deal with the government, we are the product of free growth."

"The government does not interfere with the enterprise, let the enterprise go to do it."

"The government has given the enterprises free space to develop, and the government is the biggest management."

A good entrepreneurial environment is like a "magnet", attracting entrepreneurs and fashion designers from all over the country, and a number of Hong Kong, Macao and Taiwan enterprises to settle down in Shenzhen.

Multiculturalism creates diversity of brand styles and makes Shenzhen women's clothes more attractive.

Zhao Huizhou, a girl from Hunan, came to Shenzhen when she graduated from college, and brought her courage and courage to create a brand. From scratch, she started from scratch, and started the original designer brand "Yi Hui" in just ten years. Yang Fan was the earliest worker in the aircraft factory. She came to Shenzhen to create "auspicious garden" from her perception of beauty. She said frankly, "I have never studied costume design, but I have the nature of loving Oriental women. I can design and sell clothes that are recognized by the market by self groping. The key is to have an entrepreneurial sky so as to maximize the initiative of people. I am very glad to have come to Shenzhen."

Shenzhen is an immigrant city, the advantages of the immigrant city of Haina and Hong Kong and adjacent to Hong Kong and Macao, making the culture of the city pluralistic and international, and the multicultural and international achievements of the Shenzhen women's clothes are not identical and individualized.

Nowadays, Shenzhen's different brand positioning is also diverse. For example, Yi Hui excavated the beauty of "temperament", and the auspicious way of adhering to the "Oriental beauty" style. It was the national dress route. The lady's house was dressed in a girl's fashion. Jesse created an elegant woman.

"We innovate every day."

"Originality is competitiveness.

Only when we create something, can we have vitality.

Zhao Huizhou told reporters: Chinese women's clothing has basically completed the "professional dress - fashion leisure - professional leisure" cycle, entered the era of big mixing, a brand's style can not be evergreen all the year round, but it must not be static, every season must continue to bring forth the new.

"We are innovating every day. In the clothing industry, no innovation is the biggest risk."

An Tianbao, director of Ofeimun, said that the core of the so-called brand lies in products.

Good products are products with precise positioning, and good products need continuous innovation.

This year, OFIMAN (Ofeimun) held a fashion exhibition in autumn and winter in 2010, and set up an impressionist painting exhibition with the ingenuity. Its women's clothing products are also expected to use artistic means to depict life.

In this year's trade fair, innovation is everywhere.

The company launched a series of new "Swan Lake" theme series to illustrate romance and elegance.

The new autumn and winter women's wear introduced by LIZZY shows a woman's elegant beauty. Her brand and design director, Ren Xin, said that as a senior women's wear brand, we hope that through continuous innovation, consumers can appreciate the beauty and wisdom of "beauty of birth" and "wisdom of joining the WTO".

It is reported that some enterprises use natural materials to highlight the concept of environmental protection; some innovations adopt humane tailoring to highlight the fashion; some innovations combine with painting; some innovations are derived from dance; others are created by piano and music; and some innovations come from ancient Chinese classical culture.

No duplication, no plagiarism and constant innovation, this is the successful experience of Shenzhen women's clothing brand.

Yang Fan, chairman of Ji Xiang Zai, admitted that in the past and now, innovation is the main theme of "Jixiang house".

"We use emotion to design and create a unique style. This is our successful experience.

We will maintain the "Oriental beauty" style of women's clothing. In the future, we will unswervingly take the road of innovation.

Let Shenzhen women's wear go international.

This year, a new phenomenon appeared in the Shenzhen trade fair. When the reporters visited the exhibition site, they found that many brands focused on showing their image instead of selling clothes.

Ofeimun booth is a long and narrow booth. It takes black as the dominant color. It uses the lines of steel bars to create a modern style. The whole wall is a picture of a movie actress and a water and ink painting such as lotus. However, there are less than 10 pieces of women's clothing in autumn and winter on the more than 100 square meter booth.

"Before the exhibition is to sell clothes, this year's exhibition is mainly to show the image."

Ofeimun about the person in charge.

The booth, which costs nearly a million yuan, shows only 4 days. The focus is only on promoting the corporate image.

Obviously, the desire of Shenzhen brand women's clothing to enhance the added value of brand is very strong.

The practice is more and more modern.

Shenzhen garment industry, which has gone through the financial crisis, is becoming more and more aware of the importance of brand.

Zhou Sheng, chairman of Shenzhen Yi Hui fashion group, believes that in the financial crisis, the development of the counter trend is all in the "brand strategy".

From the beginning of its founding, it adheres to the brand development strategy and constantly explores the brand connotation. With the promotion of brand awareness, "Yi Hui" not only has a firm foothold in the fierce market competition, but also constantly updates its sales performance, and has rapidly developed into an excellent representative of Shenzhen women's clothing.

At present, the brand of women's wear in Shenzhen has gone to the whole country, but only a few famous brands of Shenzhen dress up in the international T stage. There are few foreign flagship stores in foreign countries. Compared with the real international brands, there is still a great distance, and most of the enterprises haven't crossed the door abroad.

How to speed up the cultivation and incubation of international brands?

This is a problem that many Shenzhen clothing enterprises are thinking about at present.

Experts believe that in order to cultivate genuine international brands, positioning, design, management, sales, capital, talents and fashion trends can not be reduced. Internationalized design talent is a very important element. Shenzhen should speed up the introduction of outstanding international design talents to promote the optimization and upgrading of Shenzhen's clothing industry, enhance the independent innovation ability of Shenzhen's clothing brand, speed up the integration of Shenzhen's clothing design with the international market, cultivate world-famous brands, and make Shenzhen women's clothing go all over the world.