Shenzhen Costume Fair: Hidden Troubles Under Prosperity

In July 9th, the Eleventh China (Shenzhen) international brand clothing and apparel fair, which lasted for 3 days, was successfully concluded at the Shenzhen Convention and Exhibition Center.

The Trade Fair attracted nearly 1000 brands from around the world, and a total of about 100000 professionals attended the exhibition.

During the exhibition, the weather was very hot. Not only the buyers and exhibitors kept on coming, but also the people who came to visit the shops were enjoying the excitement.

The garment industry is the traditional dominant industry in Shenzhen. Since the last century 80s, the garment industry in Hongkong has shifted to Shenzhen. After 30 years of development, Shenzhen has become a major garment industry in China. In 2010, the garment industry in Shenzhen realized an output value of 150 billion yuan, and the garment industry ushered in an unprecedented new situation.

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Needless to say, with the help of the historical opportunity of building Shenzhen's "fashion and creative capital", whether the industry insight or large, medium and small enterprises, the entire garment industry is brewing a new pformation storm.

Service Trade Fair

The garment industry is the traditional dominant industry in Shenzhen. Shenzhen has gathered 80% of the garment enterprises and brands nationwide. With this convenient and smooth channel for internal and external trade, Shenzhen has also become a pivotal position in the development of the national garment industry.

During the trade fair, more than 100 business negotiation groups from around the world visited the exhibition hall of the exhibition center near 70 thousand square meters.

Prosperity of Shenzhen garment industry

Although the output value of the output apparel industry has been increasing, although the development momentum of China's textile industry is still gratifying, with the economic situation at home and abroad and the change of people's needs, there are still many worries in the development of various links in the apparel industry and its industrial chain, and the clothing industry itself has some problems.

Insiders say that the most concentrated problem is inventory.

In the two high-end discussions of the trade fair, Wang Yao, vice president of the China Federation of Commerce and director of the China National Business Information Center, said that due to various factors such as inflation, policies and weather, department store sales in the first 4 months of 2011 should be sunny, and the growth rate was also very high. However, since May, especially in May, department stores are facing great competition, and the growth rate has also dropped considerably.

Judging from the current situation, the situation in June is still not ideal, not as high as in previous years.

"We know that the proportion of clothing in department stores is 1/3 to 2/3. Shenzhen is now the cradle of Chinese women's clothing. In the face of such a dilemma, in the development of 7 and August, I think we may need to add another topic in today's forum."

Specific to Shenzhen, a survey report of Shenzhen Clothing Industry Association shows that in recent years Shenzhen's garment enterprises have become increasingly urgent in terms of living conditions, and the cost of living, business costs, labor costs, land costs and so on have been greatly raised, which has caused great pressure on clothing and other industries.

Building brand based on creative design

Clothing companies are quietly acting on how to solve the future predictable bottleneck.

An interesting phenomenon is that nowadays, more and more women shopping frequently feel that in Shenzhen's large and medium-sized shopping malls, most of the beautifully designed and quality clothing tags are written by the name of Shenzhen X company, and these local products have more and more overall design sense for their overall image positioning.

As long as we are patient to find, almost every type of temperament consumers can find a full set of clothes suitable for their location in the local brands of shopping malls.

After the end of Huaqiang North Mao industry, Miss Zhu even exclaimed that the department store was almost occupied by the brand made in Shenzhen.

Unlike previous impressions, Shenzhen's local brands are not cheap, and most of them are expensive.

"One garment and one pair of trousers can be thousands of thousands of dollars without losing the price of foreign brands.

If there is any objection to the price, the seller will laugh and tell me that our product has now been pformed into high-end positioning, and you can see the quality if you pay a cent, "Miss Zhu laughs.

Nevertheless, Miss Zhu said that the design and quality of the brands that she used to buy had indeed improved a lot.

The clothing industry is changing.

According to the industry association's report, in the era of "three to one supplement", the apparel industry's foundry enterprises earned very little income, and the profit was less than 10%, while the gross profit margin of international brand operation was as high as 90%.

In the early 1990s, Shenzhen garment industry began to operate according to the law of market economy and was closely linked with the international market. It was very sensitive to market changes, quick response and adaptability.

Garment enterprisers take the courage to break the boat, and turn the initiative to explore the development path of their own brands and accelerate the pformation of the way of operation and development of the industry.

The creation of these brands and the successful pformation of enterprises greatly encouraged the garment industry in the city, and led to the establishment of a large number of brands. The whole industry changed rapidly from low technology content, low added value, export processing to high technology, high added value and independent brand development mode. The output value of independent brand products increased from less than 5% in the early 90s to 80%.

Yin Po, director of brand promotion department of Shenzhen film and fashion group, told reporters: "with the increasing number of international brands entering the market and the improvement of consumers' living standards and aesthetic taste, the clothing industry needs more design to impress people and pursue the added value of clothing products.

Take pictures, for example, what we sell is not just clothing, but also a way of life tailored for consumers.

Making brand and making design are new ways that Shenzhen's garment enterprises have been exploring in the market for many years.

Zhou Sheng, the head of Shenzhen's famous fashion brand Yi Hui group, has summed up the three conditions of clothing brand, one is design ability, the other is marketing channel, and three is cultural characteristics.

He believes that fashion must be the carrier of fashion and culture.

In order to achieve great success, a clothing brand must have a profound cultural connotation, that is, every detail of clothing should be plated and interpreted with culture.

Otherwise, clothing is a simple tool to cover the cold, but it will be monotonous, and it must not be called fashion.

"At present, Shenzhen has the conditions to shape the international clothing brand.

In fact, Shenzhen's clothing industry is also the most qualified and basic industry to participate in international competition.

Transfer is the representation, upgrading is the essence.

As a traditional advantageous industry in Shenzhen, the garment industry has been adjusting itself from the perspective of the market. Today, in the face of more and more problems, the garment industry has once again come to the junctions of upgrading and pformation.

Industrial pfer has always been a topic of concern to the industry. Shenzhen has a high price and how to foster strengths and circumvent weaknesses. In view of the clothing industry, Qu Jian, vice president of China Comprehensive Development Research Institute, believes that in the current situation that the manufacturing sector in the 18 industries of the Pearl River delta is moving inland, the garment industry should adjust its industrial chain.

It is the first innovation mode to improve the industry's R & D and design in the upstream.

In the middle reaches, the industries that are engaged in the upgrading of manufacturing industry are mainly industries, and the low end begins to shift outwards.

When we extend to the downstream, we should actively develop the marketing logistics system, which was mainly used for the expansion of luxury products in the past. In recent years, more and more new listed companies including clothing have begun to invest in the construction of the domestic marketing network.

Besides, attention should also be paid to supporting expansion.

Access to key materials, key supply chains, and even various areas of equipment manufacturing.

A unique advantage lies in the fact that the positioning of Shenzhen's modern internationalized city and its continuous updating and development of international business cards are closely related to the garment industry and provide fertile soil for the development of the garment industry.

In 2008, Shenzhen was awarded the title of design capital issued by UNESCO, and Shenzhen entered the era of universal design.

For the clothing industry, design is an important step for big brands, and also a magic weapon to get rid of the traditional processing OEM production mode.

Subsequently, the headquarters economy strongly advocated by Shenzhen is once again reflected in the industry.

Reporters learned that in recent years, the garment industry in Shenzhen accelerated the pace of industrial pfer, and more than 50% of the brand enterprises migrated the processing links.

Among them, more famous, such as an Li Fang in Shandong constant, fuanna in Sichuan Nanchong, Hua Si has built a large production and processing base in Zhejiang Deqing.

Many enterprises have set up the industrial pfer pattern with Shenzhen as the center and the network covering the whole country.

On the other hand, at present, the Shenzhen municipal government has planned to build a gathering base for the big wave clothing industry. The first phase of the land is 1 million 88 thousand and 800 square meters, and the land area has been developed for 837 thousand and 800 square meters.

At present, there are 23 brand clothing enterprises and 1 million 80 thousand square meters of land for the first phase. Now, nearly twenty garment enterprises such as Mass Phil, Song Li, Ying Er, Mu Lan, and qddun of Shenzhen garment enterprises have been introduced, all of which are famous brands with great influence in China.

At present, the two phase of the R & D center and the construction of the headquarters function area are being actively and effectively promoted.

After the completion of the garment industry base, it will become a modern manufacturing base and a green manufacturing demonstration base integrating production, learning, research, business and trade association management.

The infinite possibility of Chinese clothing "going out"

A speech by Fu Ying, Vice Foreign Minister of the Ministry of foreign affairs, on the 6 floor of the Shenzhen Convention and Exhibition Center in July 8, 2011, attracted clothing entrepreneurs from the stage.

For garment entrepreneurs, it is very important to get more information from overseas diplomats in overseas clothing market, because ambitious entrepreneurs also want to sell Chinese made garments abroad.

China's down jacket brand "Bosideng" has opened more than 70 stores in the UK. China's fashion elements are sought after by European designers. Chinese models are also favored by European fashion circles.

Fu Ying, who has been abroad for many years, looks at Chinese clothing out of the country in another way.

Fu Ying said that when she was in the United Kingdom, she had discussed with the leaders of some big shopping malls and big brand stores in Britain about how Chinese brands go to the world.

The answer is that a good brand can go to the world. The first condition is the share of the domestic market and how much domestic market share it takes. Its recognition is the most important starting point.

For our fashion industry, we must keep our domestic market and expand the share of the domestic market, so that we can go out as a good starting point.

In addition, we should increase the awareness of brand cultivation.

It is necessary to strengthen the awareness of setting up Chinese brands for their consumers.

Third, we need to understand the needs and habits of the market.

When western brands come to China, they have to study the habits of China. Our brands must also study and adapt to overseas lifestyles when they want to go out.