The Pressure Of Cost Goes Up To Spanform &Nbsp; The Brand Cluster Of Shenzhen Clothing Industry Is The Leader.

The Eleventh China (Shenzhen) international brand clothing and apparel fair, which lasted for 3 days, was successfully concluded in Shenzhen Convention and Exhibition Center. Statistics show that the Eleventh China (Shenzhen) international brand clothing and apparel Fair attracted a total of nearly 1000 brands worldwide, exhibiting more than 10 professionals.

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 more than 30 years of development, Shenzhen has become the largest production base of women's clothing brand in China. Shenzhen garment industry has completed the spanformation from export processing to its own brand and from traditional industries to fashion and creative industries in a very short time. In 2010, the clothing industry in Shenzhen realized an output value of 150 billion yuan RMB, and the output value of clothing's own brand products also increased from less than 10% in the early 90s to 50% last year, and this trend of change is accelerating. The government helps the association ring the exhibition economy.

Had experienced the financial crisis haze. Clothing industry in Shenzhen By the government departments of Futian District, Luohu District, Nanshan District and other government departments, Shenzhen Garment Fair, which has been fully organized by the city industry association, has become the best platform for Shenzhen fashion brand to display its fashion and creativity, and has explored a new way for the national local professional exhibition to ring the exhibition economy.

On the theme of "Metamorphosis" at the current Shenzhen Clothing Fair, the municipal government once again helped Shenzhen. Apparel Industry Association In order to spanform this exhibition from "exhibition" emphasizing business functions to "Convention and Exhibition" which leads the innovation of industrial concept. In the "Baoan creative Museum", the reporter witnessed the latest development achievements of the spanformation and upgrading of the garment industry in Baoan District, Shenzhen, and set up an innovation platform with the combination of culture and creativity, focusing on promoting brand culture, strengthening brand proposition and deepening cultural demands, thus promoting the spanformation of garment industry from "made in China" to "created in China". According to the press, the government of Baoan District is committed to promoting the spanformation and upgrading of the garment industry in the area, and has realized the spanformation from "three to one patch" and "OEM" to original design, self creating brand and creating famous brand.

The turnover of Shenzhen garment trade exhibition is nearly 10 billion yuan. Shen Yongfang, President of Shenzhen garment industry association, believes that the Shenzhen fair is at the starting point of the second ten years. The exhibition itself is in a new period of change and adjustment. If the metamorphosis fails, it will be difficult to keep pace with the development of the brand situation. To this end, the "rendezvous" theme of the current trade fair is of far-reaching significance, including the metamorphosis of the brand, the spanformation of business mode, the spanformation of exhibition service consciousness, and many other aspects.

The trend of brand clustering is becoming increasingly prominent.

In Shenzhen, where the operating cost is high, there are more than 3000 garment enterprises and 1200 self created brands. As a number of high-tech enterprises continue to emerge, a growing number of garment enterprises in Shenzhen realize that in order to stay in the urban development, we must change the growth mode. Processing alone will not sustain the increasing cost. Xia Guoxin, chairman of Shenzhen Ellassay Apparel Industrial Co, revealed that the profit difference between the processing and brand operation was 1: 9, the gross margin of the OEM was less than 10%, while the gross profit margin of the brand management was as high as 90%. Chen Lingmei, chairman of Shenzhen winner Clothing Co., Ltd., in an interview with reporters, said that the rising cost is an inevitable trend. The key is the adjustment of the business strategy. Only the enterprises that rely on the cheap cost mode will eventually be eliminated. The export orders for raw materials processing alone will not be able to stand in Shenzhen more than 10 years ago.

From Shenzhen manufacturing to Shenzhen design and Shenzhen creation, Shenzhen garment industry has embarked on one. Independent innovation To participate in the development of international and domestic competition. A number of domestic brands with international competitiveness are developing and growing, and large brand clusters that represent the status quo of Shenzhen's industry have been formed. Statistics show that more than 100 well-known brands in Shenzhen have been sold well in more than 100 large and medium-sized cities in China, and the market share of shopping malls in large cities is as high as 60%. Shen Yongfang believes that China's entire clothing industry is showing the trend of brand clustering. The homogenization competition in the garment industry is becoming more and more serious. It is particularly important to find a unique brand competitiveness and precise market positioning.

The aura of fashion Silicon Valley can hardly hide the worries of reality.

Driven by the "fashion Shenzhen" city brand, the momentum of Shenzhen fashion industry's "fashion Silicon Valley" is growing rapidly. As a model of high-end operation of traditional industries, the "fashion Silicon Valley", which is located in the big wave clothing base of Baoan District big wave street in Shenzhen, has already seen its embryonic form. According to sources from Baoan District, the 3.76 square kilometers area with the base of big wave clothing base has been listed as one of the 9 urban development units in the whole city during the "12th Five-Year" period in Shenzhen.

According to He Jiahong, Secretary of the Party Working Committee and director of the office of the big wave street, since the beginning of the construction of the base, Ying Er, Song Li Si, Mass Phil, Hai Jun, Mei Bao, Shi Qi Li and other enterprises have been put into operation. It is estimated that by the end of 2013, the annual output value of all 22 enterprises will exceed 10 billion yuan, which can initially form the agglomeration effect of the garment industry.

Along with the economic situation at home and abroad and the change of people's needs, there are still many worries in the development of China's garment industry and its industrial chain. Industry insiders pointed out that although the first quarter of the Chinese garment industry is happy in the first quarter of this year, the output value has increased by 30.4%, but there are still some problems in the garment industry itself, and the most concentrated expression of this problem is inventory.

At the end of this session, Wang Yao, vice president of the China business association and director of the China National Business Information Center, said that due to various factors such as inflation, policies and weather, sales of department stores in the first 4 months of 2011 should be sunny, but the competition intensified and the growth rate dropped from May. In particular, the situation in June was far from ideal, not as fast as in previous years. According to a survey report of Shenzhen garment industry association, in recent years, the survival conditions of Shenzhen's garment enterprises are becoming increasingly urgent. Shenzhen's living costs, business costs, labor costs, land costs and so on have been greatly improved, and there is a great pressure on traditional industries such as clothing in Shenzhen.

As a traditional advantageous industry in Shenzhen, the garment industry is constantly adjusting itself from the perspective of the market. Now, in the face of more and more problems, the garment industry in Shenzhen has once again reached the crossroads of spanformation and upgrading. Shen Yongfang said that in the first year of China's garment industry entering the "12th Five-Year plan", accelerating the adjustment and upgrading and changing the way of development are the core tasks of this stage.