Upgrade &Nbsp From "Manufacturing Advantage" To "Design Advantage"; Make A Chinese Dream For Fashion Industry.

The British fashion industry creates an annual value of 21 billion pounds for the national economy and can solve tens of millions of people. Obtain employment Problem. Not long ago 2011 autumn and winter London At the opening of fashion week, the British Prime Minister's wife declared that she had to give up her power to help "the most important industry in the country".時(shí)尚業(yè)。

China's fashion industry started late, but with the continuous growth of China's economic strength, China's fashion industry has ushered in an important opportunity for rapid development. How can we win international competitiveness in the global value chain division system? How can we enhance the "manufacturing advantage" to "design advantage"? Who can make a Chinese dream for the fashion industry?

Fashion industry at the high end of smile curve

There has been a famous smile curve theory in the industry. The curve of smiling mouth is upward at both ends. In the industrial chain, the added value is more reflected in the two ends, which is designed and sold, while the lowest added value in the intermediate link. At present, the profit generated by manufacturing is low, and global manufacturing is also oversupplied, but the added value of R & D and marketing is high, so the industry should develop towards the two ends of the smile curve in the future. The fashion industry occupies the middle and high end of the "smile curve" in the global value chain division of labor, and has high added value and profit margins.

In the new round of global competition, cultural industry, creative industry and fashion industry are the three most promising sunrise industries. It has the characteristics of high added value, green, mainstream, sustainable and strong industrial drive, and it is a key industry in the world. In developed countries, these three industries have become the most important pillar industries in the national economy.

Along with the 4 fast fashion giants of the world, UNIQLO, ZARA, H&M and GAP have entered China, a strong SPA (private brand apparel retailer) whirlwind has sprang up in China's clothing market. The success of Japanese brand UNIQLO tells us that making clothes can become the richest among the world's economic powers. Although GAP, the fast fashion leader, has the proud achievement of billions of dollars in global sales, but it has lost most of the market because of its entry into the Chinese market. This also gives us a taste of "fast" fashion.

The blue book research group of China's fashion industry recently released the 2010 Blue Book of China's fashion industry. According to the forecast, the growth rate of the vogue value added to the fashion industry is higher than that of GDP and the growth of the service industry and the second industry by 2015, with an average annual growth of about 20%. By 2020, the total output value of China's fashion industry will be among the highest in the world, and eventually some world-class fashion capital will be built. {page_break}

China's fashion industry is still in its infancy.

With the improvement of the purchasing power of Chinese consumers, China has become one of the largest fashion consumer markets in the world, and international fashion brands have entered China. Fashion has become a widespread social phenomenon and consumer culture, affecting the life of Chinese consumers. The fashion industry is also known as a new industry with great potential for development in the future. However, China's fashion industry is not mature at present, and its development is still at a relatively elementary stage.

Once upon a time, the Chinese brand small nurses, Dabao, Yuesai and TJOY were all caught up in the "foreign" business by foreign companies. Therefore, many people lament that the consumption of China's fashion industry has been obviously "worshipping foreigners." from the perspective of market share, brand awareness and reputation, it is said that foreign investment is not a worry in fashion industry.

According to the insiders, at present, in the Chinese market, the whole fashion industry is still a fragmented state. There is no very good industrial chain among the various branches of fashion. Now they are all doing their own products, for example, cosmetics only focus on the practice of cosmetics, when they are only concerned about fashion, they do not establish a very complete and orderly industrial chain. For example, cars and watches are fashionable signs for many consumers, because nowadays many people buy cars have gone beyond the stage of functional pursuit and have more symbolic meanings, so the marketing of cars can be combined with other fashion brands.

They generally believe that at present, the development of China's fashion industry ignores the deep concern for the humanities and the psychology of consumers. Therefore, there is a distance between the providers, designers, marketers and consumers of fashion products.

Chinese culture creates dreams for fashion industry

In China, the fashion industry, which will affect the spread of the world's fashion industry, has never stopped. Chinese culture and Chinese elements have always been the inexhaustible treasure of the world's fashion stage. For example, LV can design a bag with Chinese characteristics. The kung fu panda can be very Chinese.

But have we made a fashion culture that can represent the Chinese nation? Have we made a brand that can represent China? Do we really have a place in the world fashion field? Because there is no "nationality", we can not become "the world". We must use Chinese culture to create dreams for China's fashion industry.

At present, the marketing level of our fashion is still different from that of the international market and international brand. Therefore, today's Chinese fashion is more from London, Paris, Milan, and even some cities such as New York and Tokyo, including Hong Kong and Taiwan.

For designers and brand enterprises, enthusiasm is absolutely impossible, and we must stand firmly on the market land with consumer demand. When a lot of commentaries refer to Chinese costumes, designers think heartache, brand heartache and industrial pain when they think of copying. Hong Zhaoshe, chairman of Qipai group, once said: "only by making the concept of China is the breakthrough of evergreen enterprises. As an enterprise, survival and development is the fundamental starting point.

Easier said than done. Although Chinese clothing has always been quoted in traditional culture, how to operate the Chinese concept and Chinese culture has become a major challenge for designers, brands and the whole industry.

Wang Wei, a famous fashion designer, pointed out in his interviews with foreign media that his age and experience were not enough to fully understand Chinese culture and show the spirit of China. "When I was 40 or 50 years old, maybe I would express my spirit more confidently".

Today, we put forward the concept of "China". It is definitely not for the sake of seeking a temporary fashion. It is not to let China and the world blow up a Chinese wind, to highlight China's temporary prestige. It is to consider the long-term development of industry and the development of enterprises, and to find its own foundation and characteristics for Chinese clothing brands and China's fashion industry.