Cultural Construction: Shishi Garment Industry Faces New Challenges Directly.

Since October of this year,

Unlike previous years, the Shishi clothing company held a brand press conference. This is different from the Shishi enterprise conference this autumn. It has more scenes, more fashion elements and stronger cultural tension.

The people concerned: "this indicates that Shishi garment enterprises have really entered"

"Clothes are just like this. It's hard to have big breakthroughs."

Over the years, after the industrial level has developed to a certain extent, most garment enterprises, including Shishi, have this idea in the face of increasingly narrower market space.

How to achieve new breakthroughs? This is a new survival and development problem faced by small and medium-sized enterprises.

Not long ago, Shishi costumes were surprised to find that two months from the end of the year, the output value of Jiangsu's textile and clothing has reached over trillion.

Behind this astonishing figure is the power of "fashion culture".

Relying on talents, location and industrial advantages, the province has strengthened the docking of cultural creativity and garment industry, and promoted a large number of clothing brand influence and market coverage significantly enhanced.

In today's society, diversified information is changing rapidly, and people's new and curious consumption psychology is constantly increasing, which makes clothing more far away from the "necessities and cold preservation" necessities of life. With the development of "fashion" and "publicity personality", Cai Dongsheng, President of Shishi textile and garment industry Association, thinks that with the rising of the clothing industry in the central and western regions, the local labor force and land resources have brought new challenges and pressures to the textile and garment industry in the coastal areas.

Shishi and other coastal areas rely on others to compete with others. We must create a new business and regional advantage as soon as possible.

One of the advantages is fashion culture, and the two is the upgrading of the overall industry level.

Accumulate thick and thin to fight "cultural highland"

There are still 4 months to go before next year's "3. 28", but recently, AI Deng Bao has begun planning for the special conference of "Beijing Fashion Week" in spring.

The brand has been released for the 6 consecutive year in the "3. 28" international fashion week in Beijing, which has released the "exclusive leisure men's clothing" in China, which has been expanding its influence in the high-end leisure men's wear market in China.

Mr. CABBEEN picked up the Golden Summit for Chinese fashion design in the 2011 spring and Summer International Fashion Week in Beijing.

The success of CABBEEN is a major representative of Shishi backbone garment enterprise for many years.

Shishi more backbone clothing enterprises are heading for "fashion peak".

In the same arena, Liu Xiaofei, another designer of stone lions, picked up the China International Fashion Week Brand Award (2010 men's wear design award).

It is reported that two other fashion designers who are working with Shishi enterprises are preparing for the special conference of Beijing international fashion week next year.

In the western region, many key garment enterprises such as camels, stayas, Sai Qi, Wolf Road, Cardy Saint Fox and so on have significantly increased their investment in brand culture this year.

This year's investment in brand building and promotion has increased by 10%~15% compared with previous years.

More clothing enterprises spend more money on "brand promotion", and some key clothing enterprises such as emperor card and other enterprises also set up "enterprise culture hall" or "corporate culture exhibition room" to invest heavily in mining enterprises and brand culture, and strive to attract more consumer groups by "cultural accumulation" and "cultural influence".

Accumulate thick and thin.

Shishi, a famous leisure city in China, has been accumulating rich soil in fashion culture.

In addition to some of the top ten designers such as Yang Ziming and Liu Xiaofei, together with Shishi's many fashion enterprises, they have accumulated the "leisure and fashion culture" of Shishi, and have designed famous teachers like Yang Zi, Liu Xiaofei and Liu Jianghong. In Shishi, they have set up clothing design or "brand creativity" workroom, and have extensive cooperation with Shishi garment enterprises to promote fashion creativity to become the dominant force in the cultural industry as soon as possible, and facilitate the formation of the "buyer brand" business model of Shishi clothing industry.

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Backbone enterprises to rebuild their brand by culture

In the face of the new competition and economic situation, more and more Shishi clothing enterprises have embarked on the road of "fighting culture" this year.

Some garment enterprises that have been doing foreign trade for a long time are also restarting their efforts to rebuild their brand image through the strength of culture and fashion.

A few days ago, the wild leopard children's clothing successfully held the 2011 autumn and Winter Conference, and made the new round of sale terminal layout obvious effect.

It is worth mentioning that this is the first "clothing brand conference" after the strategic adjustment of the wild leopard children's clothing.

This year, the company has fully implemented the development strategy of "moving from all exports to international and domestic two markets at the same time", and has collaborated with a top ten fashion designer in China to focus on the creation of "fashionable children's clothing" and rebuild and enhance the brand image and influence through cultural efforts.

Recently, gage has visited many visitors.

At the Shanghai international fabric exhibition, the company has worked with "China Jinding costume designer" Wu Haiyan to rebuild the brand influence of "Hadley" by "fashion culture" and "new technology". At present, the upstream and downstream enterprises seeking cooperation and the "intent to order" are coming.

Today, with many garment brands occupying China's clothing market, increasing consumer demand and increasing fashion pursuit, cultural connotations and fashion creativity will become a new important factor in determining the success or failure of the market.

Some key garment enterprises in Shishi have become more and more aware of this.

In the past few years, he has worked with the pioneer fashion and creative agency in China, wrapped the fashion fashion channel in Guangxi TV station, and continuously released the latest fashion and fashion information at home and abroad for many years in the name of "Ai dendu".

It is reported that this year, the brand has set its sights on another more influential "fashion channel". Emperor is committed to creating "imperial culture" with Chinese cultural elements, and constantly cooperating with the international fashion and creative industry to introduce high-quality "leader men's clothing". At present, it is collaborate with "NBA" for the next year's brand publishing, and is eager to seize the international fashion heights.

Not only that, Shishi more clothing enterprises once again embarked on the "brand building" road, this year Shishi applied for "famous brand" business more than last year 60%.

Huaxiang company has made great efforts to create its own brand and invested heavily in creating the fashion brand Irock (Ai Ruike). Now it has set up more than 300 sales outlets nationwide.

Culture promotes brand and fashion leverages the market.

Shishi occupies a place in the forefront of fashion culture. Its market share and brand value are higher than other similar products.

A number of fashion leisure brands such as Wolf Road, with their unique "fashion culture", have launched a new wave of fashion and leisure in China's clothing market, and its market influence has expanded year by year.

At present, CABBEEN brand has been able to compete with JACK&JONES, Levi's, Mark Ed Faye and G2000 in the middle and high-end brands. CABBEEN has become the first group of "tide brands" in the hearts of young people, no matter in the sales price or location, scale and style of the store.

Wolf brand jeans, with its unique cultural characteristics in style and logo, make it 15%~`20% higher than the normal price.

A newly launched "fashion leather" price tag is around 4000 yuan, and there are also many buyers.

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The government pushes the combination of clothing and cultural industry

On the 18 day of last month, the Shishi government signed a cooperation framework agreement with the government of Shanghai and Changning District.

According to the agreement, the government of Changning District and Shishi will gradually carry out joint docking, combine the basic advantages and matching advantages of Changning District's textile and clothing with the advantages of Shishi's industrial resources, implement the strategy of linkage development of fashion industry, and promote the upgrading of local fashion and creative industries.

The two sides reached a consensus that today's clothing market has entered the era of "creativity and culture".

The future development of China's garment industry focuses on the perfect combination of Chinese culture and clothing, promoting the influence of clothing brand and the market share by cultural creativity.

It is reported that after the signing of the framework agreement, Shishi will cooperate with the Shanghai Ningxia District in the future to carry out all-round exchanges and cooperation, including the promotion of fashion events, the docking of superior industrial clusters, the incubation of fashion brands, and the building of talents strategy.

- interview notes

Some people say CABBEEN is "show".

This is true, but behind this show is actually the power of "culture".

Because no "show" can be "displayed", it depends on the depth and influence of cultural creativity.

A few years ago, an associate professor at the Xiamen Institute of economics looked at Shishi: Shishi textile and garment production capacity is strong, the industrial chain is complete, but there is "congenital deficiency" in clothing design and clothing culture.

But today we are pleased to see that this "deficiency" is being made up for and changed.

Because Shishi has not only been born with more than ten top designers and Jinding fashion designers, but also in some of the key garment enterprises, they are working with "designer teachers" or "design institutes" in a variety of ways to create and enhance brand culture.

In August this year, Forbes, the US financial magazine, said that the world's top technology investor, the American international data group, believes that the era of Chinese clothing "culture and creativity" has arrived and that it will aim at the Chinese fashion and fashion industry.

This indicates that in the future Chinese clothing market, the culture of gunpowder will be more intense.

Undoubtedly, Shishi garment enterprises should keep abreast of this change and pform "relying on industry chain" to "make money by clothing culture and brand culture" as soon as possible, and push forward the pformation of development mode.

Because more and more Chinese consumers have gradually changed from the tangible value of clothing to the intangible value of culture and culture behind the brand and products.