The Glorious History And Prospect Of Shenzhen's Garment Industry

If we compare the Chinese clothing industry to a treasure house of knowledge, Clothing industry in Shenzhen Absolutely recognized as the place of "prominent learning", Shenzhen. Clothing industry After years of development and development, it has successfully transformed from the traditional dominant industries to the highly creative and creative industries with high design content and high added value. Shenzhen's garment industry has become a model of transformation and upgrading of traditional industries. Learning, learning and reading from it has become a meandering and spectacular landscape of the industry. What is the charm of Shenzhen's clothing industry? If we compare the fruits of Shenzhen's clothing industry to an equation, what kind of logic supports such a spectacular deduction? If the Chinese garment industry is in the era of global fashion industry, will its fashion core bloom more brilliantly in the new soil?

　　 Geopolitical advantage

Tracing the logic of changes in the layout of China's textile industry, if the five provinces of Jiangsu, Zhejiang, Guangdong, Shandong and Fujian are the focus of China's clothing industry, then the Yangtze River Delta and the Pearl River Delta are the two poles of Chinese clothing. Shenzhen is a young city and a window for China's reform and opening up. It is located in the center of the Asia Pacific region and has the inherent geographical conditions of Southeast Asia and the Asia Pacific region relying on the Pan Pearl River Delta. Especially after the signing of the closer economic partnership agreement (CEPA) between Hongkong and the mainland, the integration process of Shenzhen and Hong Kong accelerated. Hongkong is Asia's clothing distribution center and the Oriental Shopping Paradise. It is an internationally famous fashion center. The start and rapid development of Shenzhen's garment industry is due to the relocation of Hongkong's garment industry in the late 80s and early 90s. Due to the long-term adaptation of Shenzhen garment industry to foreign trade export and external processing needs, its textile and clothing equipment, overall technical level and processing equipment level have absolute advantages. In addition, neighboring Hongkong, sensitive information, convenient transportation, and timely understanding of the changing trends of international clothing styles, colors, fabrics and international garment market, and taking the lead in grasping the trend of the world, the superb technological and product innovation ability has attracted the mainland businessmen. Shenzhen is also an immigrant city with strong inclusiveness. All kinds of new ideas and new ideas will not be easily excluded. It provides a suitable soil for the emergence and popularity of fashion. Fashion events such as exhibitions, forums, popular conferences, enterprise ordering, designer salon and street fashion show continue to be formed throughout the year, forming a strong fashion culture atmosphere. Because of its unique geographical advantages and open environment, it has always been the forefront of the introduction, creation and dissemination of fashion. Residents' fashion consciousness is in the leading position in China. Shenzhen's garment industry has an excellent geographical advantage in developing garment industry.

　　 Platform reality

Shenzhen is deepening its industrial restructuring and moving towards the goal of an international modern city. In such a strong change, the Shenzhen apparel industry association is closely linked with the government departments and all sectors of society. It actively explores new ideas for the development of Shenzhen clothing, implements the high-end development strategy of creative industries, and promotes the upgrading of the industry as a whole and the transformation of its development mode, so as to continuously improve the core competitiveness of the industry. These fashion drivers have made great efforts to create the fashion platform, making Shenzhen a leading source of fashion in China.

While vigorously developing new and high technology industries, the Shenzhen municipal government takes care of and supports the development of advantageous traditional industries, and encourages traditional industries to increase investment in technological transformation, improve technological content and competitiveness. This is one of the strategies for Shenzhen's industrial development. The Shenzhen municipal government has promulgated a series of policy documents, such as "guiding the reform of the dominant traditional industries with advanced technology or advanced and applicable technology", and speeding up the transformation and upgrading of the traditional industries. The government has also stepped up policy support measures such as industrial gathering base and regional brand strategy, pushing the upgrading of traditional industries in situ.

Since 2001, the Shenzhen garment industry association has organized the annual "China (Shenzhen) international brand clothing and apparel fair" and won the UFI international authoritative exhibition certification in 2004. The scale has been developed to an exhibition area of more than 80 thousand square meters, and more than 3500 exhibitors are among the largest and most influential clothing brand exhibitions in the Asia Pacific region. The Shenzhen Trade Fair is no longer a single trading platform. It is committed to becoming an open platform to integrate fashion resources, disseminate fashion value, and promote the deep development and all-round integration of Chinese and foreign garment industry and fashion related industries.

The Shenzhen municipal government and the clothing industry association took the lead in launching the "Shenzhen women's clothing regional brand" to build the project, develop the fashionable and creative industry and take the road of sustainable development. In the "Shenzhen women's clothing regional brand" construction project, an important plan is to implement the "going out strategy" of Shenzhen women's clothing and develop a wider market. To this end, the "Shenzhen women's clothing brand" Promotion Committee on the one hand to carry out the "fashion Shenzhen" as the theme of Shenzhen women's clothing national tour activities, but also actively open up to participate in international exchanges. 2008 - 2010 Shenzhen fashion week, which has been held for three consecutive times, has created a landmark in the fashion exchange between China and Britain, which has attracted the attention of the European fashion industry.

Shenzhen garment industry gathering base has become an important transformation and upgrading demonstration base for traditional industries in Shenzhen. It began planning in 2003, with a total planned area of 1 million 460 thousand square meters, of which the first phase of industrial land planning is 1 million 80 thousand square meters, and 22 well-known domestic garment enterprises are introduced. Two, the headquarters functional area planning land exceeds 200 thousand square meters, and plans for the construction of clothing public service platform, enterprise headquarters building, incubator, R & D center and other projects. After the completion of the garment base, the Shenzhen garment industry will gather 30% of the capacity, forming a high degree of convergence of the industry industry development trend.

Up to now, the garment industry gathering base has Huaxing, Ying Er fashion, Xingyi (phase I), Zhong Hui Fu (phase I), and Song Li Si (Hou Yu) 5 companies put into production; Dragon City (city lover), Mass Phil (phase I), Hai Jun, MEBO and Shi Qi Li 5 enterprises main building has already been topped; Mu Lan, Ben Ni poem, leaves, Tai Ming, Fei HSI Si, Morgan 6 enterprises have laid the foundation for construction projects. It is estimated that by the end of 2013, 22 enterprises of the garment base will be put into operation, and the annual output value will exceed 30 billion yuan. Shenzhen garment industry gathering base has played a positive exemplary role in promoting the transformation and upgrading of domestic garment enterprises from the traditional manufacturing industry to the high-end manufacturing and fashion creative industries.

　　 Innovation

At present, more than 2300 women's clothing enterprises in Shenzhen have more than 1200 independent brands, of which more than 100 are domestic brands. These brands of women's wear sell well in more than 100 cities nationwide. In some mainstream shopping malls of large and medium-sized cities, Shenzhen brand women's clothing sales accounted for more than half. Shenzhen clothing from "three to one patch" to self created brand, to thousands of stores, Wanjia monopoly, along the way, Shenzhen clothing in the domestic market is surging forward, the news is frequent. Only in the first tier cities in China, Shenzhen clothing has opened more than 60 thousand branches or counters. It is understood that Shenzhen's old ladies "Ma Tian" set up more than 500 stores in the country, sales of clothing amounted to about 1000000 pieces, and the 5 brands of shadow clothing national chain stores have reached 1000. Only 5 or 6 years old Yi Feini, pink and blue wardrobe, the national stores also rapidly developed to 600 and 300. More than 18 years of history, there are more than 500 branches and 30 airport stores in the country.

Ask where the canal is clear. The main reason why women's wear in Shenzhen is selling well all over the country and occupying a higher market share is due to the accurate grasp of the trend of women's clothing and the fashion design creativity by the brand operators. Shenzhen is currently one of the most important industry bases in China, which has the most complete industrial support, the most significant cluster effect and the best original brand. More than 75% of garment enterprises in Shenzhen spend 5% to 15% of their sales revenue as R & D funds, while 69.2% of R & D funds are used for new product development, and at the same time benefit from the marketing strategy of "design as soul, brand as life and market orientation". In 2009, the Shenzhen fashion show fair and the Shenzhen fashion week were held in Beijing. It was seen as the beginning of the northern expedition of Shenzhen women's costume and also the beginning of the new change of Chinese women's clothing.

　　 Talent Gathering

Shenzhen is adjacent to Hongkong, with sensitive information and convenient transportation. It is easy to understand the changing trends of international clothing styles, colors, fabrics and international clothing market through Hongkong, and is in the leading position in the world trend, and has strong product innovation ability. At the same time, in the course of 20 years of development, a large number of middle and senior craftsmen, managers and marketers have been trained. Shenzhen's apparel industry has an unparalleled talent advantage in such other cities. A good entrepreneurial environment is like a "magnet", attracting entrepreneurs and fashion designers from all over the country, and a number of Hong Kong, Macao and Taiwan enterprises to settle down in Shenzhen. Shenzhen has accumulated the finest clothing management talents in the country. The Shenzhen clothing boss relies on Guangdong's pioneering spirit, which is adjacent to the geographical advantages of Hongkong, the fashion capital, and has a stronger fashion pulse. The Guangdong garment manufacturers have a notable feature, that is, many brands are not Guangdong local people. As an emigrant city and special economic zone, Shenzhen attracts the nation's clothing elites to start their own business. The multiculturalism that transcends the dispute over the territory has created the diversity of the brand style. This also makes Shenzhen women's clothing easy to break the territorial limitations of the north and South women's clothing.

The cross regional rise of Shenzhen women's clothing is a vivid case of interpreting China's clothing brand development roadmap. It is a strategic strategy with a comprehensive, cosmopolitan strategic vision and a flexible strategy to attack and defend. The evolution of Shenzhen clothing from individual brand to industry brand to urban brand has provided valuable experience for the gathering and development of China's clothing brand and boosting the transformation and upgrading of garment industry from traditional processing industry to modern urban fashion industry.