"First Step Forward" Revelation Of Shenzhen Garment Industry'S Export Of Nearly Ten Billion US Dollars

At the beginning of the new year, the garment industry in Shenzhen exported over 100 billion yuan in output value and nearly ten billion US dollars. School report In the "cold winter" of international market turbulence, it conveys a rare warmth. At the same time, we send congratulations on the successful spanformation and upgrading of Shenzhen's traditional industries.

Especially, last year, the export volume of clothing industry in Shenzhen reached US $9 billion 800 million, an increase of nearly 10% compared with the previous year. clothing Compared with the situation of weak demand for international consumption, the pressure of RMB appreciation and the rising cost, enterprises in Shenzhen have been exporting more and more exports, which reflects the development concept, strategic layout and market. strategy And so on, the "first step" reflects the valuable brand "gold content" and the ability to fight against risks.

The "first step" of the market "Europe and the emerging markets" multi legged "walk"

Careful analysis shows that it is not easy for Shenzhen's garment industry to maintain steady growth. In 2011, there were many uncertainties and challenges. First of all, the consumption of overseas markets caused by the European debt crisis was the first to suffer, followed by rising production costs and tight funds. The domestic garment industry generally felt a strong impact.

The more we encounter difficulties and challenges, the more we can test the adequacy of an industry's preparation for crisis. We should deal with challenges calmly and ensure the steady growth of output value and export volume. The "first step" of Shenzhen's clothing industry is first reflected in the foresight of market judgement.

Starting from the international financial crisis in 2008, a group of garment enterprises specializing in foreign trade in Shenzhen began to walk together by "export" and "domestic sales", and walked with "two legs". Shenzhen Mass Phil is a typical enterprise that successfully implements both internal and external marketing. Not long ago, the company opened flagship store in the newly completed Art Center building in Singapore, showing its "international norm". At present, the brand has 100 stores in Southeast Asian countries. AI Tai AI is a typical example of Shenzhen's small and medium-sized garment enterprises successfully developing the international market. At present, the brand stores are open to Singapore, Kuala Lumpur and Moscow.

To develop the international market is to walk with many legs and no longer focus on the European and American markets. In the past, the 80% export market of Shenzhen garments was in Europe and the United States, and the proportion of emerging markets in the Middle East, ASEAN and Japan and Korea rose to 30%. Because these places have a natural sense of Chinese clothing, the market is developing smoothly. Eggs are not put in one basket, and if the international market shrinks, enterprises can make up for sales through different channels.

Culture "go one step ahead" from exporting "products" to exporting "culture"

The "first step" is also reflected in the understanding of the connotation of the clothing industry.

Shenzhen is the first city to cooperate with international fashion brands, and it is also the first city to put the garment industry into the fashion and creative industry. After years of accumulation and spanformation, the clothing industry in Shenzhen is no longer a simple "a piece of cloth, a pair of scissors" low end industry, it is the design, color, culture, creativity in a fashion creative industry.

This change has brought about a multiplying effect on the garment industry in Shenzhen, and the most important thing is the enhancement of the added value of the products. For example, Shenzhen xiangxiangsha is a successful national brand created by "traditional craft + fashion creativity". It is loved by international friends and exported to Europe, America, Russia and the Middle East.

The "first step" is also reflected in the modern construction of creative talents. Design talent is the cornerstone of the clothing industry. On the one hand, a large number of Shenzhen famous brands who once rely entirely on designers and couples to start their own businesses have established a perfect modern enterprise management system with the development and growth, and have recruits all over the world to attract talents. On the other hand, Shenzhen attaches great importance to the cultivation of outstanding local designers. Many prominent personalities, such as Liang Zi, Zhao Huizhou and Xie Haiping, have emerged in the world.

At the same time, it has been in cooperation with foreign famous fashion institutions such as Saint Martin Institute of art, French fashion Union and British Chinese trade association, and has carried out cooperation and exchanges in the fields of school design and design, so as to promote more Shenzhen clothing enterprises to go out of Shenzhen and go abroad to the world.

Profit "go ahead" spanformation successfully release the "money making effect"

On the top 100 list of China's clothing industry announced recently, 6 enterprises in Shenzhen ranked among the top 100 companies. Among them, Mass Phil Fashion Co., Ltd. of Shenzhen ranks first among the top 100 enterprises in the national garment industry.

According to incomplete statistics, the annual profit margins of many strong clothing brand enterprises in Shenzhen can maintain an increase of 10% to 30%.

The reason why Shenzhen clothing enterprises "can make money" is a fashion designer who answered with a very witty saying: because we know the reason why "no money is made".

In the 80s of last century, more than 1000 garment enterprises and 400 thousand workers in Shenzhen were engaged in processing export. At that time, no market, no design, the fate of enterprises pinched in other hands, export a shirt will earn 7 yuan processing fee, pay rent, labor costs, almost nothing left. The person recalled.

With the rapid growth of China's garment industry capacity, especially the rise of Hangzhou, Fujian and Guangdong clothing, Shenzhen garment industry has felt the urgency of spanformation. Reducing the proportion of manufacturing links and upgrading the two sides of the "smile curve" to create an independent brand has become the first choice for garment processing enterprises to spanform.

Yi Hui is an example of successful spanformation. According to Zhou Sheng, chairman of the company, from the day of the establishment of the brand, Yi Hui quit the OEM process, concentrated on the management of its own brand, and increased the added value and influence of the product by designing, developing and creating women's clothing with Chinese cultural characteristics. "Good design allows clothes to be" sticky "and lets consumers wear them on their bodies. It is the pursuit of design goals for Yi Hui, because only such design can bring real core competitiveness to garment enterprises. Zhou Sheng introduced.

Reporters learned in the interview that through spanformation and upgrading and brand building, Shenzhen garment enterprises have built up enough confidence and market recognition, and consciously guided the price trend. Nowadays, many brands in Shenzhen can sell tens of thousands of dollars in price.

The head of a garment company admitted that by making the brand, the original processing and exporting garment enterprises could earn thousands of yuan for selling one garment, and the brand money that began to earn the fashion industry was no longer comparable to the "sweat and money" earned from the OEM processing.

High-end voice

Du Yuzhou, President of China Textile Industry Association: the international market calls for "difference beauty".

Last year in Paris fashion week, Du Yuzhou, President of China Textile Industry Association was awarded the "Medal of art and literature officer" by the French Ministry of culture in recognition of his contribution to Sino French cultural exchange and the world fashion industry. Yesterday, the Shenzhen garment industry's annual output value exceeded 100 billion yuan, and exports nearly 10 billion U.S. dollars and other industrial development phenomena. The reporter interviewed and consulted the industry authority exclusively.

Du Yuzhou believes that Shenzhen is China's external window, and Shenzhen designers are responsive and absorbing to foreign fashion elements. However, only Oriental elements can make China's brands form different beauty in the international market and form personality cognition.

"Designers' preference for Oriental elements is actually a gradual awakening of self-awareness of Chinese fashion designers after groping, and once they can truly understand their unique cultural connotations and understand and apply them to costume design, the space and potential of clothing creativity will be very great." Du Yuzhou said.

In Du Yuzhou's view, no matter what style of design and creativity, clothing culture should go deep into life. The purpose of creativity is to bring more aesthetic feeling to life instead of overlooking the masses. Artistic value and commercial value must find opportunities and ways to combine. Creative designs without commercial value will not have long vitality. At present, enterprises should cultivate and improve the value of intangible assets, but the valuation of intangible assets should be judged by the value created in the market.

Speaking of Shenzhen costumes, Du Yuzhou believes that Shenzhen clothing, especially women's clothing, has a good industrial foundation, and has accumulated rich experience in design, research, brand management and marketing operation. However, there are still lack of mature thinking and rational research on many basic issues such as brand positioning. There is a lack of conceptual identification and subdivision of the brand; it is difficult to give a unique cultural interpretation of the brand concept; it is difficult to make a distinction between the products of multiple series; the basis of positioning lacks empirical evidence.

Du Yuzhou specifically mentioned that from the current environment, Shenzhen women's clothing is unique in the National Women's clothing industry, but the overall anti risk ability is not strong enough. If the Shenzhen women's clothing brand can be built into a group, then the ability to resist risks in the domestic and international markets will be greatly improved. In addition, Shenzhen women's clothing enterprises have a good performance in every node of the fashion creative chain. If the enterprises can learn from each other in a healthy competition, learn from each other's strengths, forge the competitiveness of enterprises in every aspect of the industrial chain, and form the advantage of industrial agglomeration, then Shenzhen women's clothing will jump to a new height of development.

At the same time, we should also see that upgrading the competitiveness of traditional industries is bound to rely on technological innovation, and technological progress has become the driving force for the development of the textile and garment industry. The pursuit of technology in garment enterprises can drive upstream fabric innovation and fiber material innovation, and then lead to the innovation of the whole processing technology. For example, fabric is the most important carrier of technological innovation. Clothing designers engage in creative research and development. We can not ignore the excavation and application of new fabrics. Many domestic enterprises are winning the opportunity of development by relying on the development and application of new fabrics.

If we can do well in these areas, the future of Shenzhen's clothing industry will be better tomorrow. Du Yuzhou hopes.

Comment: brand needs to accumulate and precipitate.

The garment industry in Shenzhen has made efforts to catch up with the international first-line clothing brand through the development of over 20 years. In terms of processing, manufacturing, design and fashion, it is an unavoidable fact that Shenzhen clothing industry has a long way to go compared with the world's first line brands.

During the interview, the reporter felt that the gap between Shenzhen's clothing industry and international brands is not in the "table", but in "Li", processing and manufacturing, clothing materials are not the key, and design ability and fashion culture are the fundamental. Compared with Shenzhen, New York, London, Milan and other international fashion metropolises, the cultural and industrial ecological environment of clothing industry in New York is also hard to reach.

For example, in the construction of brand and the embodiment of value, no one of Shenzhen's clothing brands has entered the ranks of internationally famous brands. Xia Guoxin, chairman of Shenzhen's song, said that international brands such as Chanel, Hermes and so on are all using single brand to provide diversified products and create a fashion industry chain. At present, most brands of Shenzhen's clothing industry have not established such an industrial chain.

Besides, Shenzhen clothing brand still has no mature mode in the international marketing channel. Although the clothing brand of Shenzhen has increased its "going out" efforts in recent years, it has few quantities, and only a few strong enterprises have opened branches abroad. In addition, every year London, Paris and Milan fashion week are the places where the world's major clothing brands are displayed and released. The world's top fashion brands are gathered there, buyers from all over the world go to negotiate and order, while Shenzhen fashion brands take part in these fashion weeks for less than 5 sessions, and international reputation and recognition need to be strengthened.

In fact, brands need to accumulate and precipitate, not only time, but also culture. The clothing industry in Europe and the United States has gone through a hundred years of history, and the garment industry in Shenzhen has only developed for more than 20 years. From the cultural expression, it is still in the "post manufacturing" stage of design, and is accelerating to move towards the popularity and autonomy stage of Japan and Korea. To form and build a representative city fashion industry, Shenzhen needs the fermentation of time.