Shanghai Textile 12Th Five-Year: Good Fashion Brand

"12th Five-Year" is about to start. As Shanghai strives to take the lead in transformation, how will the vast majority of state owned state-owned enterprises take the road of innovation driven transformation and development? With the "post World Expo effect" such as "technology, fashion, creativity and culture" becoming the new theme of Shanghai's urban development, what preparations have been made for state owned enterprises? With these questions, Shanghai's state assets visited Shanghai Textile Group and its subsidiary fashion industry development Co., Ltd.

"State owned capital of Shanghai": Shanghai textile (Group) Co., Ltd. (hereinafter referred to as "11th Five-Year"). Shanghai textile It has achieved good results in the production and trade of brand textiles, and has become an important starting point for Shanghai's textile and domestic trade. Besides, high-end independent brands including "Prolivon" have also been cultivated. How will the future group orientate its own brand?

Shanghai Textile: Shanghai textile brand to achieve great development, first of all, we need to enhance the new value of products, to show the old brand new style, like the "three gun" brand. We are striving to create the brand image of China's "fashion underwear experts". The 12th Five-Year During the period, China's largest medium and high-end underwear integrated brand group will be formed; and the group's "Min Guang" brand will build the whole product line, take MG HOME as the core of construction, and form "one stop" civilian light family products brand and channel brand, making it a famous brand of domestic household textiles. "Conch" brand should further highlight the "Shanghai design, Shanghai craft and Shanghai culture" characteristics of Shanghai, become the leading brand of the domestic fashion trend of shirts, and restore the first status of the market share of shirts in Shanghai.

Shanghai state capital: now the group's new fashion brand Prolivon has appeared, and the market feedback is very good. How can we build the future? New fashion brand Forming new business highlights?

Shanghai Textile: the fashion brands that we currently refer to include Prolivon fashion clothing brand and EY popular fashion brand. According to the concept, Prolivon fashion clothing brand will become a famous domestic clothing brand that represents Shanghai's high-end textile manufacturing industry level and corporate fashion image and has a certain reputation in the market. EY popular fashion dress has become a popular fashion brand that can dominate certain fashion trends and occupy a certain market share in the young women's clothing market. In addition, we will also make breakthroughs in the development of fashion brand casual clothing and brand new fiber. For example, in the future, we will focus on creating a fiber brand group with three independent development and proprietary technology as the core of the fiber, Leo bamboo and teunnun, so as to realize the brand new R & D, production and sales mode of fiber.

On the innovation of operational mode, by 2015, Shanghai textile gradually built up a multi-media sales channel platform based on network and TV media, forming a brand with a certain market awareness. Develop international brand agency business, form brand new business group, become an agent of international brand.

Shanghai state assets: as an important support for future "technology and fashion" strategy, what preparations has Shanghai textile made for the future brand strategy?

Shanghai Textile: according to the planning of the group, brand strategy will gather effective resources such as group research, design, manufacturing, foreign trade, talents, real estate, capital and so on, integrate the focus of collective efforts, give priority to services and invest in brand development. {page_break}

During the "12th Five-Year" period, 20 million yuan per year was planned to focus on the construction and development of new brands. First, we should strive to upgrade the old brand, and find a new fashion positioning in the competitive market environment, and further consolidate and expand the market share. Two, we will fully develop new brand building work, and create three brands of high-end apparel, mass fashion and mass entertainment leisure. We will occupy three levels of brand clothing market. We will gain a good reputation and influence while exploring the feasible profit mode and operation mode.

In addition, from the perspective of integrating fashion resources, Shanghai textile is the leader of Shanghai fashion industry in the future. The fashionable elements precipitated over the years are the powerful guarantee for strategic transformation, which is the ability of scientific research and development. Taking the Central Academy of textiles as the core, we focus on the research and development of the performance and function of the products, and support the internal quality of the products; two, the ability of product design. While integrating and playing the role of the existing master studio and original design team, we should pay attention to learning new ideas and new ways of Chinese and foreign design, and inviting in and introducing social design talents, so as to enrich and enhance the design team's capabilities. Three, brand marketing capability. We should set up a professional planning and marketing team for brand marketing, actively develop brand agents and designer brand cultivation business, lay the foundation for the development of Shanghai's textile brand; four, media synergy. While making good use of resources such as "Monday Festival", fashion show, fashion magazines and other resources, we should strengthen the brand influence and advance the brand market share with the resources such as star channel and related media.

State owned capital of Shanghai: what is the development goal of the "12th Five-Year" period in the fashion industry sector?

Shanghai Textile: the development of Shanghai textile fashion industry is a fast access to the modern service industry of the city. During the "12th Five-Year" period, we will further rely on the existing industrial foundation and advantages of the group, and strengthen the construction of a fashion channel such as "Monday Festival", brand operation, fashion education, fashion communication, industrial service park, etc., to build a comprehensive service platform for China's textile and garment industry, and become the most efficient and influential provider of comprehensive services for the development of fashion textile industry in China.

"Shanghai state capital": Shanghai textile fashion industry development Co., Ltd. as the platform of Shanghai fashion brand, which specific aspects will promote the development of the industry and lead the Shanghai fashion industry to a higher level?

Shanghai Textile: we mainly promote the new brand building and strategic transformation of Shanghai's textile fashion from the following three aspects:

First, continue to create a grand ceremony of clothing culture, and build a master exchange platform. Specifically, by the year 2015, the Shanghai International Garment Culture Festival sponsored by the Shanghai Municipal People's government and Shanghai textile has truly become a professional function of "conducting, publishing, exchanging and upgrading", playing a professional Chinese fashion event to promote industrial development, promote trade circulation and lead the fashion trend. The fashion week in Shanghai occupies a place in the world fashion distribution area. It takes "integration" to form its positioning characteristics, striving to make it the top of China in terms of scale, quality and influence.

Two, by 2015, the "Shanghai international fashion show MODE SHANGHAI" has become the most professional exhibition platform with the market awareness rate and reputation. At the same time, while making further efforts to do well the existing print publications, we will create a professional fashion media publishing network platform for the first fashion industry in Shanghai.

The three is to develop the urban landmark Park and improve the carrier of fashion development. By 2015, the industrial function of the modern service gathering area will be 800 thousand square meters, which is based on cultural creativity, fashion and creativity, textile and garment industry hatching, foreign trade and outsourcing services. The city level creative park will remain above 15%, and the fashion landmark park will be 4 to 5.