Transformation From Clothing To Fashion In Shenzhen

The cloth comes from Dongguan, the factory is located in Hunan, the designer comes from Taiwan, but the product sells the loud brand which comes from Shenzhen everywhere.

Today's Shenzhen clothing industry has changed from the "clothing workshop" of the year to the fashion industry with strong originality, high technology content and high added value. It has become the pioneer of fashion industry.

From clothing to fashion, although there is only one word difference, there is a great difference.

What is brand?

Brands, commonly known as brands, are trademarks in legal terms.

A strong brand is bound to condense the management, culture, credit, scientific and technological strength and product quality of the enterprise. It is a concentrated reflection of the comprehensive competitiveness of the enterprise and an effective carrier of the enterprise's independent innovation capability.

The late 90s of last century was a watershed for Shenzhen's clothing industry.

Before processing OEM, brand innovation is the main factor.

The core of Shenzhen clothing brand is creativity, which is design.

Shenzhen clothing, especially women's wear, is the leading fashion trend in China with the characteristics of high product quality, new style and good technology.

Zhou Sheng, chairman of Shenzhen Yi Hui fashion group, said proudly, "we are trying to explore the way of future development of Chinese clothing brands with original design as the core through our own efforts and practice."

He rejected the homogeneity of the product and established a "coalition", including Chinese and foreign designers. He was committed to dissolve the cultural and fashion factors into the brand building, and formed the unique style of the "intellectual, elegant and atmosphere" of the brand of art.

"The designer's thinking and ability determine the fate of the enterprise and decide the brand's height."

Zhu Chongyun, the designer and manager of Mass Phil fashion company, knows that Mass Phil relies on design. She believes that excellent design and integration of the unique ideas of international fashion and fashion can "make gold into cloth" and impress people who pursue fashion.

"Our branch in Singapore counted the response of foreign guests to Mass Phil's taste in design. 80% the guest in the shop said in surprise," China used to have such a good brand. "

Xia Guoxin, chairman of Shenzhen Ellassay Apparel Industrial Co, said that the design was very important. More than 200 of the 400 people at the headquarters were engaged in design related work, including plane, packaging, advertising, window display, space, image, clothing, and many other aspects.

Brand is also the mastery of core technology and the guarantee of product quality.

Xia Guoxin emphasized that enterprises should care for brands like protecting their eyes, and should increase input from the research and development of fabrics, selection of production processes, production processes, and quality of products to ensure quality of products with advanced technology and creativity.

There is no concept of "two grade" in the song, only the products with minor defects are not allowed to go public. Today, the company has more than 50 thousand pieces of defective clothing valued at 80 million yuan.

Brand or innovative marketing.

It is far away from casual discount, wholesale sale and stall selling. It also follows the new business models of franchised stores and chain stores.

In order to maintain the high-end brand image, Mass Phil took the initiative to withdraw the low-grade shopping malls, and upgraded the store image of more than 300 stores across the country for eight times, tens of millions of dollars each time.

In order to highlight its cultural characteristics, Yi Hui brand has put the show and show into the art gallery and concert hall, and has joined hands with the national key universities to create the first fashion themed Museum in China.

Shen Lianwen, general manager of Shenzhen Fei Ying Si Industrial Co., Ltd., said that there should be three images in shaping the clothing brand, one is the attractive store image, the two is the rich product structure image, and the three is the intimate service image.

What does brand bring?

At the beginning of reform and opening up, pnational clothing companies rely on export brands to set standards, control intellectual property rights and earn high profits.

Today, the clothing brand enterprises in Shenzhen have not only tasted the sweetness of a lot of profits, but also made a more profound change.

Xia Guoxin's point of view is that the clothing industry in Shenzhen has grown from the traditional industries of processing, labor-intensive and low value-added to the "three high one low" fashion industry, that is, high value-added, selling a set of clothes, gross profit rate can reach more than 80%, the profit rate and tax contribution rate is higher than that of selling cars. High quality talents have great demand for computer, graphics, design, marketing and other professionals, attracting many college students, including famous university students and overseas talents. In recent years, the annual sales revenue of the brand clothing enterprises in Shenzhen has increased by 30%-50%.

The clothing industry is also a low-carbon economy. It pursues creativity, knowledge intensive, less land occupation, low energy consumption and environmental protection.

Mass Phil's development is the epitome of Shenzhen's clothing brand enterprises.

It earns 6 yuan in processing fees from the previous production of a shirt, and has won the high-end brand of Chinese women's clothing after 17 years of brand building.

The change is bigger than people's imagination.

Production and processing are almost all of the enterprise in the past. Today, manufacturing products are only a tiny part, and the production cost accounts for only 1/30 of the product price.

Today, a brand shirt exported from exports is equivalent to 50 pieces of the same year, and the tax revenue raised by enterprises has increased by more than 30% annually.

The quality of employees has been greatly improved. They are no longer migrant workers. They are all college students.

The products are not only garments, but also the sachets, ornaments and shoes produced by Mass Phil brand. The traditional garment industry has been upgraded to the creative intensive fashion industry.

Brand is the market, that is, demand.

In 2009, Mass Phil sales of only 280 operating personnel amounted to 1 billion 600 million yuan, 160 million yuan in taxes and 400 million yuan in profits after tax.

This year, the company's growth rate can reach 50%, annual sales will exceed 2 billion yuan, and the amount of tax can exceed 200 million yuan.

The company's plan for the next five years is to increase annual sales by 10 billion yuan, with annual tax revenue exceeding 1 billion and profit exceeding 3 billion.

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What does brand clustering mean?

The tide of pformation and upgrading of Shenzhen's garment industry began in the mid 90s of last century.

Shenzhen clothing brand is far more than just mentioned several, the whole industry is showing the trend of brand clustering.

At present, Shenzhen has more than 3000 garment enterprises and 350 thousand employees.

More than 1200 brands of clothing have emerged, including a large number of famous brands nationwide, such as "Ma Fei Er", "Li Fang Fang", "Ma Tian Ni", "Ai te AI", "Ernie", "card Dun", "Valentine", "Song Si Si", "movie", "Jesse", "Providence", "the blue house", "the lady house" and so on. The number of famous brands in China is more than 200.

Shenzhen brand clothing sells well to more than 100 large and medium-sized cities in China, and its market share is above 60% in large cities.

Shenzhen clothing, especially women's wear, is leading the trend of domestic fashion with many brands, fashion and novelty.

Statistics show that the garment industry in Shenzhen realized output value of more than about 100000000000 yuan in 2009, and exports amounted to nearly 10 billion dollars.

What does clothing brand mean in Shenzhen? "It means that the garment industry in Shenzhen has been pformed into knowledge intensive, creative oriented, brand operated, high value-added fashion industry and fashion industry."

Xia Guoxin is proud to predict that in the next five years, ten years will be the most. The world famous brand will emerge in Shenzhen's clothing brand. Shenzhen, once the world's clothing generation site, will export the world's most high-end brand.

The sharp sense of smell of international financial capital to the growth value of Shenzhen clothing brand enterprises is accelerating the pace of its participation, acquisition and merger.

Last April, when the international financial crisis deepened, Carlyle's Asian Growth Fund, the US's largest private equity investor, poured $150 million into the market.

This year, more international capital extended olive branches to Shenzhen clothing brand enterprises.

Mass Phil, Mu Lan and other Shenzhen brands have opened the "go out" prelude, and a number of Chinese brand boutiques have entered Korea and Singapore.

When the Shenzhen apparel industry comes up with a number of genuine world famous brands, when international raw material suppliers, designers and first-class brands compete to come to Shenzhen to show, walk, cooperate and expand the vast Chinese market, when the world's fashion pursuers rush to Shenzhen to find, experience and enjoy the prevailing wind, is Shenzhen far away from the "Oriental Milan"?