Fashion Industry: The Inevitable Choice Of Shanghai Textile Industry

Editor's note: unlike traditional industrial clusters, Fashion industry It is a broad and complex industry. As a large urban functional industry, it is obvious that it is a laborious and unpleasant activity to collect fashion resources and lead the development of fashion industry with the power of a group.

During the dialogue, President Zhu Yong, President of Shanghai Textile Holding (Group) company, said that the development of the fashion industry is Shanghai textile The inevitable choice is to take advantage of Shanghai's urban transformation opportunities, integrate and enlarge resources advantages, diversify and build a fashion industry platform from all angles, and lead the construction of Shanghai international fashion center, which is a new historical mission of Shanghai's textile industry.

Technology and fashion, the strategic choice of Shanghai's textile industry

The main strategy of Shanghai textile "11th Five-Year" is "technology and fashion". At present, "11th Five-Year" draws to a close. What is the background of this strategic choice at the time?

Zhu Yong: Shanghai textile has always had a firm belief that Shanghai, which is leading the development of China's modern textile industry, will usher in a new round of development in the tide of creating the sixth international fashion city. Shanghai textile must do something in it. Since 2004, Shanghai textile has embarked on the strategic development of "technology and fashion". The group has established the enterprise concept of "achieving unlimited technological dreams and weaving colorful and fashionable life".

Why the fashion industry has become an important component of the group's main strategy? At that time, the original intention was to rely on the existing fashion resources and industrial plant resources, and actively open up the development path that combines the fashion industry with the modern textile industry with the creative park as the carrier, and make the city more fashionable and better through the promotion of science and technology and the fashion industry.

The choice of fashion strategy means the layout adjustment of Shanghai textile industry.

Zhu Yong: Shanghai textile development "technology and fashion" main strategy, first of all, we must firmly follow the path of high-end textiles, focus on the development of Technology Textiles, green textiles, brand textiles, fashion textiles, to realize the extension from traditional manufacturing industry to the follow-up value chain of manufacturing industry, and strive to create a modern textile service industry that matches Shanghai's international metropolis. According to the definition of Xi Shiping, chairman of the group, Shanghai textile will "Butterfly" into a large enterprise group based on science and technology, supported by brand marketing and import and export trade, and relying on industry.

At present, the textile fashion industry in Shanghai has 42 creative parks, including 1400 enterprises, involving more than 20 countries and regions. The major industries involved are eight categories: design planning, clothing research and development, popular publishing, painting and exhibition, information technology, e-commerce, creative training and so on.

Of the 42 creative parks, 12 are municipal creative parks, accounting for 81 of the 81 municipal creative parks in the city.

In the future, Shanghai textile will be built through the efforts of the brand and product brand of the fashion creative park, and integrate resources, financial advantages and social resources advantages, enhance the awareness of the original brand, and create and promote the new brand. Shanghai textile will seize opportunities and advantage linkage, gather fashion resources on a wider and broader stage, accelerate the development of fashion industry with the advantage of "aircraft carrier" gathering, and promote the construction of Shanghai fashion center.

　　 Brand strategy Shanghai textile development engine

It is understood that Shanghai textile in the past two years in order to match the development of fashion industry, in the group internal organization adjustment, what is its purpose?

Zhu Yong: for the development of Shanghai's textile fashion industry, I often say that it is a policy of sixteen words: "gather resources, build platforms, enhance capabilities, and brand".

The so-called "gathering resources", that is, state-owned enterprises have the greatest resource advantage, how to bring resources superiority to the extreme, is actually how our competitiveness can be gathered together, and the strength will be made to one place;

Building a platform, that is, building a platform with various functions, including a platform for the future operation of the fashion industry, a platform for gathering resources that are actually associated with the fashion industry, and a property management platform.

The ability to upgrade is to enhance the ability of subjectivity, how to operate the industry, how to serve as an industry supporting service provider, and how to provide value-added services to the owners.

To start a brand, the first thing is to start the clothing and clothing brand. At the same time, we should also start the brand of the park. For example, M50 is a brand with quite distinct character of the park, which has brand value.

The creation and integration of the new brand will be handed over to the newly established fashion industry division. The new fashion industry department was set up by the former fashion department. The purpose is to build a new platform: Shanghai textile fashion industry development Co., Ltd.

The main function of the company is to undertake the operation of Shanghai textile fashion industry, such as large-scale event planning and public relations, "one Monday Festival" operation. These projects will be combined with the resources of the park. For example, the digital clothing, clothing studio, fast proofing center and other resources in the Textile Research Institute were originally only serving the foreign trade, ODM (original designer), but now we have to add them to the domestic brand design. Second, in terms of product development, we need to support the new brand with the traditional brand resources of the group. The new brand integrates the resources of various fields of underwear and home textiles, and needs to rely on the old brand to create a whole range of high-end brands, and at the same time promote the upgrading of the old brands. The third is the resources of the creative park. In recent years, we have opened the old brand store of Shanghai textile, such as three guns and conch, in its own park, named Shanghai textile brand street. After that, we will open the new high-end brand in our park, and then extend it to Shanghai City.

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State owned assets, Shanghai textile platform advantage

From the perspective of the industrial layout characteristics of state owned enterprises in Shanghai, state-owned enterprises are more suitable to play the leading role of industry. How will Shanghai's textile industry lead the development of urban fashion industry in the future?

Zhu Yong: state owned enterprises have two characteristics, one is state owned, not only to consider capital appreciation, but also to undertake social functions, to consider urban development; the two is the enterprise, the resources she owns determines that enterprises should play the most effective role in the growth of national economy. As a large state-owned enterprise in Shanghai, Shanghai textile has been thinking about its own functions and positioning in the process of strategic transformation.

The trend of Shanghai's urban development calls for Shanghai to become an international fashion capital. Shanghai's textile industry must shoulder the responsibility. Shanghai textile is state-owned assets, which means that we should consider not only the increment of capital, but also the development of cities, so we have to build a platform. But at the same time, we should not forget that another characteristic of state assets is enterprises. From the perspective of state capital returns, Shanghai textile needs to think about how to maximize the resources that we have. The future development path of Shanghai textile industry is to build a platform to cultivate small and medium-sized enterprises in the community, so that they can grow up in Shanghai and eventually serve the fashion capital of Shanghai. Another is that Shanghai textile itself will make the world's influential clothing and clothing brand and enter the field of high competitive fashion brand building.

As a new industry created by the group, how does Shanghai textile need to coordinate the positioning of the fashion industry and the positioning of its state-owned assets?

Zhu Yong: the textile and apparel industry is a highly competitive general industry. In the process of adjusting the strategic layout of state-owned assets, it should belong to a category of industries that exit. As a large state-owned enterprise, how to locate and realize transformation of Shanghai textile as a large state-owned enterprise is not only related to the survival and development of enterprises, but also the functional orientation of state-owned capital.

In this regard, Shanghai textile puts forward the two concepts of "fashion and technology" and integrates industrial positioning with the positioning of state-owned assets. Because there are high risk and high uncertainty industrial development links in the two fields of fashion and technology, and these links need to be helped by the government through specific industrial support policies to promote the formation of the market and the development of regional industries.

From the characteristics of the industry, the fashion industry has the characteristics of rapid market change, small and medium-sized enterprises, fierce competition, and the pressure of market survival. But in the early stage of the development of fashion industry in Shanghai, the development of fashion industry lags far behind other international metropolis, and has not yet formed the cluster effect of the industry. The strength of small and medium-sized enterprises is weak, the development is slow, and the market's self growth cycle is very long. At this stage, we need all kinds of supporting support to promote the good development of fashion industry. An important aspect of Shanghai's textile fashion strategy is to incubate the development of Shanghai's fashion industry through creative parks, fashion festivals and other platforms.

The positioning strategy of Shanghai textile technology is to highlight the direction of the development of the textile industry in the future. On the other hand, it will create a R & D service platform for the development of the textile industry in Shanghai and even the whole country. It has both publicness and marketability, actively sharing the risks of market development, and promoting the innovation and development process of China's textile industry. In particular, it promotes the growth of small and medium textile or fashion enterprises without R & D capability, especially through the spillover effect of R & D services.

Therefore, the transformation of Shanghai's textile industry is not only embodied in the business strategy of enterprises, but also reflects the support role of state assets to industrial development.

The integration of technology and fashion in the future

The promotion of fashion is inseparable from the support of scientific and technological strength. In the future, how can Shanghai textile better integrate the two aspects of the main strategy of "technology and fashion" and form a mutually integrated development path?

Zhu Yong: Shanghai textile is making great efforts to develop the fashion industry at the same time, pays more attention to the cultivation of scientific and technological strength, and implements scientific and technological innovation, initially forming a fashion technology platform based on textile research and development.

Looking at the five major international fashion capital, with Milan, London and Tokyo as the typical representatives, relying on the strong technological foundation and technical advantages of some aspects of manufacturing industry, such as clothing industry, fabric industry, diamond processing, etc., we constantly introduce new products, lead consumer fashions, and gradually drive the diversification and clustering development of related industries to form a perfect high technology and high value-added fashion industry structure. Taking New York and Paris as the typical representatives, relying on the strong purchasing power of terminal consumption fashion, attracting manufacturers and designers to gather together, butting sales and manufacturing, market and R & D, and gradually serving the fashion industry, extending and expanding the related industrial structure.

The power source of the development of the two models is different, but in the final form of the fashion industry structure, they can not do without the high-end and meticulous textile and garment manufacturing industry as a support. Many textile and garment production and processing enterprises in Shanghai and the Yangtze River Delta will inevitably carry out research and development of high value-added products or services through upgrading technology research and development, introducing new materials or improving quality in the future, so as to promote industrial upgrading.

Please tell us what new ideas Shanghai textile will have in the fashion industry during the "12th Five-Year" period.

Zhu Yong: with the changes of social environment and urban environment, the development of Shanghai is facing tremendous pressure of urban transformation. On the one hand, we need to change the economic development mode driven by land and capital, and turn to economic transformation driven by innovation and intelligence. On the other hand, we should increase the intensity of industrial restructuring and promote the upgrading of industrial structure to a higher level and rationalization. Fashion industry is a typical representative of Shanghai's current industrial transformation direction.

Technology and fashion share a common feature, that is, they are highly risky. The role of state assets is to assume the risk that the general competitive enterprises can not undertake in the process of economic development and industrial growth, and provide conditions for the smooth growth of the industry. At present, almost all high-end textile technologies are in the hands of multinational companies in developed countries. The existing first-line fashion brands in the Chinese market all come from Europe. Chinese textile enterprises have to do something to enhance their textile industry and enhance their industrial level. Technology and fashion are unavoidable problems.

In general, the fashion industry is the opportunity for Shanghai textile to realize the rebirth of the Phoenix Nirvana; it is also the responsibility of Shanghai textile to lead the industrial development and transformation of Shanghai's urban industry.

The implementation of the fashion industry strategy needs not only the efforts and wisdom of Shanghai textile people, but also the breakthrough and innovation at the level of concept, policy and system, so that the strategic effect of the enterprise level can be better served for urban development.