Women'S Clothing Industry, Microcosm Of Shenzhen'S Entire Garment Industry

More than 30 years ago, Shenzhen The special economic zone was established. Since then, the economic development of Shenzhen is obvious to all. Once a small fishing village has changed into an international metropolis today.

It's the express train on the special economic zone, Shenzhen. clothing The industry is developing step by step. In the 80s of last century, Shenzhen garment industry moved rapidly along with the garment industry in Hongkong. After the low tide in the middle of 90s and the consolidation in early twenty-first Century, it has already had a considerable position in the domestic market. In particular, the women's clothing industry in Shenzhen can be said to be a microcosm of the development of the entire garment industry in Shenzhen.

Shenzhen women's clothing is in the design concept, style innovation, Fabric Selection, processing technology, marketing and other aspects are commendable. With the characteristics of large volume, variety, new style, good fabric, fine workmanship and excellent texture, it has gradually formed its own style and has been favored by many consumers.

According to media reports, "6 of the 10 domestic brands of women sold in large shopping malls in the first tier cities in China are from the designers of Shenzhen." Shenzhen is the largest production base of women's clothing brand in China. It has more than 1200 women's clothing brands. Shenzhen women's clothing has been in the forefront of the country in terms of design concept, style innovation, fabric selection and processing technology, and its new cycle has been shortened to two weeks.

Evolution from three to one to original design

Tracing back to the history of the development of Shenzhen's garment industry, it is easy to see that in view of the geographical characteristics of Shenzhen itself, Shenzhen's garment industry started with "three to one patch" and "OEM production". As the "experimental field" of China's reform and opening up, Shenzhen has given many overseas enterprises to Shenzhen to find opportunities to expand the market. Therefore, the garment industry in Shenzhen started from the foundry.

Last century 80 to 90s, there were many garment factories in Shenzhen. Almost all of them were processed according to orders, and the products were exported. The concept of brand is a new thing that has never been heard of before.

Shenzhen has its own unique geographical advantage, which is adjacent to Hongkong. Thanks to the original relocation of Hongkong's garment industry in the late 80s and early 90s, Shenzhen's garment industry has been developing rapidly. Although the garment industry in Hongkong has accumulated a considerable number of industrial systems after decades of accumulation, it is only part of the manufacturing sector that moves, and its associated design, marketing, management, consulting, brand planning, advertising and other supporting links have not moved inland. To a certain extent, this makes the clothing industry of Shenzhen brand Consciousness has not yet kept pace with Hongkong's neighbors.

At that time, the garment manufacturers in Shenzhen were enduring the squeeze of foreign businessmen, earning a small profit. But even for such a small profit, enterprises must accept foreign businessmen's "pick and choose". According to an industry insider, the foreign trader took the order in hand, and at the same time he looked for several Shenzhen foundry enterprises to discuss, who would have the best quality inspection, fast speed and low cost, and who would be most likely to get the order. Therefore, OEM enterprises try to reduce costs and save energy. {page_break}

Who can imagine that Mass Phil, the representative of high-end women's clothing in China, is also processing export brands in Shenzhen's Sha Tau Kok bonded area more than 20 years ago. Zhu Chongyun, chairman of Mass Phil Fashion Co., recalls that when processing a men's shirt, the total cost of the foundry work was only 6 yuan, including all the expenses of staff wages, utilities, rents and so on, with little profit. At that time, she firmly believed that there was no way out for processing, but it was a temporary solution.

But in any case, the "three to one" enterprises occupy a dominant position in the garment industry in Shenzhen more than 20 years ago, and have formed a distribution mode of export oriented products. This export oriented approach has adapted to the freedom of the clothing industry. compete And from that time, this approach played an important role in Shenzhen's clothing industry, which is still in its infancy.

According to Shen Yongfang, President of Shenzhen garment industry association, from the mid 90s of last century, enterprises gradually began to develop brand awareness, and at the same time, we gradually turned our eyes to the domestic market. Especially after the financial turmoil in Southeast Asia in 1997, the export of garment enterprises was hindered. The Shenzhen Clothing Industry Association strongly advocated making brands. Therefore, Shenzhen garment enterprises, especially women's clothing enterprises began to transform slowly.

Shen Yongfang took over the post of Secretary General of Shenzhen garment industry association in 1998 and spent nearly six months to conduct in-depth research on the surrounding markets such as Humen and Guangzhou Baima. He formulated the "Shenzhen garment industry development strategy" and put forward the "five projects" for the first time, that is, famous teachers, famous brands, famous enterprises, famous shops and famous models.

Now, Mass Phil, Ernie, singer, movie, Providence, and the ladies' house. Which is not the domestic women's clothing brand?

Actually, women's wear in Shenzhen is not very early. In a short span of time, why can it successfully remove the "processed" hat and jump to occupy an important position in the domestic women's clothing industry? In fact, the original design is a magic weapon -- from the macro level of the government to the micro level of the enterprises, the design is placed in an important position.

According to the reporter, after two years of preparatory application, Shenzhen was granted the admission to the global creative city network in November 21, 2008, and was awarded the "design capital" by UNESCO. Shenzhen is China's first city to join the network, and it is also the first developing country in the world to win this honor. And fashion design becomes " Design An important force in capital.

In Shenzhen, such as Yi Zhi Hui and Tianyi are all original designer brands, and brands such as Mass Phil, Song Li Si, and Ying Er have achieved great success in business.

For example, on the Eleventh China International Fashion Week, Liang Zi, the design director of "Tianyi TANGY", won the double award of the highest award in Chinese fashion design - the Golden Summit Award and the 2007 Best Women's Designer Award. This is the first time that since the founding of China Fashion Week, the two most important awards in the Chinese fashion design industry have been awarded to the same designer at the same time.

The creation of original clothing brand is Zhao Huizhou's dream. In 1996, after graduating from the Hubei Academy of fine arts, Zhao Huizhou went to Shenzhen's clothing industry to work hard. He entered the fabric, hit and sell, and later created the brand art. More than 10 years of development, Zhao Huizhou has always adhered to the "original design", which not only pushed Yi Zhi Hui to the domestic line of women's clothing brand industry, but also earned a lot of face for the original design strength of Shenzhen women's wear brand.

Mass Phil, founder of Zhu Chongyun, is a student of science and engineering. But she loves fashion design very much. Since she entered Shenzhen in the early 90s of last century, the idea of creating famous brand has been around. Today, she did it. Zhu Chongyun firmly believes that excellent design and the integration of the unique ideas of international fashion and fashion can make clothes achieve extraordinary results.

According to the reporter, in Shenzhen women's clothing, more than 75% of women's clothing enterprises sell 5% to 15% of their sales as design, innovation and research and development funds, while 69.2% of research and development funds are used for the development of new products. Shenzhen women's clothing industry is changing rapidly from low technology content, low added value, export processing type to high technology, high added value and private brand development mode. {page_break}

Upgrading high-end traditional industries

It is understood that at present, the output value of clothing industry in Shenzhen has accounted for more than 10% of the whole country. As of 2010, the garment industry in Shenzhen achieved output value of 150 billion yuan, and exported nearly 8 billion 900 million dollars, with more than 2500 clothing enterprises and more than 350 thousand employees. brand The more than 1000 one is more than 100 famous brands in China, with a market share of over 60% in major cities.

A woman dress entrepreneur in Shenzhen has said that the garment industry in Shenzhen should transform the fashion industry, fashion industry and fashion industry in the direction of creativity, brand operation, high value added, and become the world's most high-end brand in the industrial chain.
I hope this is not just a dream.

However, according to the development trend of women's clothing industry in Shenzhen today, it is not impossible to export high-end Shenzhen women's clothing to the world someday. Mass Phil needless to say.

Xia Guoxin, chairman of Shenzhen Song Si Si Industrial Co., Ltd., told the media that for the Chinese market, the demand for high fashion brands in the future should be deeper and wider. In the opening ceremony of CHIC in 2010, she released the "MODERNCITY modern city" ELLASSAYFIRST2010 autumn and winter high fashion and formally announced to the industry the birth of the high-end series.

Shenzhen film fashion group limited now has 5 brands, namely YINER (sound), PSALTER (Psalm), INSUN (En Shang), SONGOFSONG (song song) and OBBLIGATO (Olga To), whose positioning is more than one high-end.

Zhou Cuiqiong, chairman of the group, told reporters that the film has always been committed to blending the essence of eastern and Western elegant culture into the clothing culture, and integrating the traditional and modern art with fashionable eyes, thus making the best choice for consumers pursuing noble life. At the same time, we should implement multiple brands and implement the internationalization strategy to create a leading fashion boutique group. "The movie's dream is to be China's DIOR and CHANEL." Zhou Cuiqiong said. According to her introduction, the shadow group's sales in 2010 were 1 billion 700 million, 2 billion in 2011 and 2 billion 700 million in 2012.

He is not only an old brand in Shenzhen women's clothing industry, but also a representative of high-end women's clothing brand. In 1994, Wu Suiping began to introduce Italy's famous brand "Ma Tian slave", and officially registered in Shenzhen, China, and established Shenzhen Ma Tian slave clothing Monopoly chain Co., Ltd., and began the luxury brand's China journey. Today, Ma Tiannu enterprise group, which integrates clothing research and development, design, production and sales, owns two brands, namely MYTENO (Ma Tiannu), LADANUM (A Danna) two brands, and also owns three production lines of high-end business uniform, fur and overseas business.

Wu Suiping said that at the beginning of development, the market environment of Ma Nu Nu created the clothing culture of the clothing enterprises. But he believes that the characteristics of a brand is a style characteristic, and if we want to win in the garment industry, this style characteristic must be established. So he used the fashionable clothing as a breakthrough.

The fashion and the bright style make Ma Tian - U quickly establish his own market network. But in the past few years, the development of the company has slowed down. In response, Wu Suiping said, on the one hand, it is because of personal reasons, on the other hand, Ma Tian - Na is accumulating power and brewing a new round of development.

Since 2005, Ma has adjusted the orientation of the whole position. "Following the successful positioning of" fashion dress "style by Ma Tian - Na, the classics are reinterpreted in the way of neoclassicism and positioned in fashion luxury. In terms of price positioning, Ma Tian - Na made 60% improvement in 2007, and was determined to cut down all his ADA and other mid-range brands. Meanwhile, in order to rebuild his image, he turned off 11 stores in Beijing. Now, Adan is a more high-end brand than Ma Tian Nuo. The brand entered Beijing Xinguang world in April 2011, and its monthly sales reached 1 million 20 thousand yuan.

It seems that after a rise and fall, Ma Tian - Na has come back strong now.

In fact, the industry agreed that the clothing industry was not a traditional manufacturing industry, but a creative industry, a fashion industry and a cultural industry. The strength of culture determines the brand. In this sense, a distinctive feature of Shenzhen women's clothing is the ability to inject considerable cultural genes into the brand. {page_break}

For example, Yi Hui Hui has invested heavily in the establishment of the EACHWAY Centennial Fashion Museum. This is the first museum in Shenzhen founded by a private enterprise to dress textiles as the theme. Liang Zi's "Providence" takes cultural thinking as the core, and designs the ancient poplin into a variety of modern fashions and highly environmental protection works, forming a unique silk culture system, which is unique in the Shenzhen women's clothing industry.

Zhao Huizhou, chief designer of Yi Hui fashion group, said that as international brands continue to enter the Chinese market, the impact on local brands is inevitable and competition will become increasingly fierce. This requires that Chinese local brands need to precipitate the brand culture, shape the brand soul, adhere to their beliefs on the basis of building brand culture, and let the brand itself maintain strong and lasting vitality. This is the core issue that China's local brands need to seriously consider and summarize in the context of international brand competition in the Chinese market.

As Shen Yongfang, President of Shenzhen garment industry association, said, "the development of women's clothing brands in Shenzhen to the present level, the most urgent thing is to think about the promotion of cultural connotation."