Many Thoughts Left By Shenzhen Fashion Exhibition

Yesterday's clothing trade fair, the most eye-catching is the seasonal fashionable clothing brought by famous Chinese and foreign clothing enterprises, such as Fansino , Yizhihui, Masefield, Yinger, Naerth, Oubailanu, Aite'ai and other well-known domestic clothing enterprises bring the most interesting works.

　　 Fashion should have more cultural connotation

　　 In Hall 5, six fashion shows were staged in succession. With the wonderful performance of the models, the exquisite clothes with Chinese traditional style and international fashion style were presented to the audience, presenting a wonderful visual feast for the garment industry and buyers who came to the conference.

"The annual clothing fair has become a gathering place for the clothing industry at home and abroad. The clothing industry colleagues gather here to discuss the domestic and international fashion trends, strengthen cooperation, and seek common development." Chen Guoxiong, president of Fansino, commented on the significance of the clothing fair. In his opinion, clothing is the best way to express the connotation of fashion. Both men's and women's clothing should speak through design and use design language to interpret the fashion elements of clothing. The customized process brought by Fansino this time made all the visitors look bright. Many people think that the garment production process of hand customization has long been replaced by modern assembly line operations. However, in Chen Guoxiong's view, the return of garment manufacturing process to manual tailoring is not a regression of the industry, but an inevitable choice for garment manufacturing process to develop into high-quality, high-end and personalized products.

Zhou Sheng, chairman of Yizhihui, believes that clothing is not only an expression of popular fashion elements, but also a reflection of culture, which represents creative culture, design culture and even national and national culture. All these cultures can be presented through the most intuitive expression of clothing. The theme of this exhibition is "cultural attitude", which is to inject cultural connotation into garment manufacturing and design, so as to enrich the connotation of the garment industry.

　　 Be more international than creativity

The reporter saw at the exhibition hall that in addition to competing in the design of clothing products, the exhibitors were also competing in booth creativity. According to the sponsor, the core competitiveness of the clothing industry is creative design. The Fair is to provide such a platform for clothing enterprises to fully demonstrate their design capabilities here.

Longhua Dalang Fashion Creative Zone debuted at the clothing trade fair as a whole for the first time, showing the latest progress of Shenzhen Dalang Garment Industry Base to Chinese and foreign enterprises and professional buyers. According to the person in charge of the Longhua New Area Management Committee, the Dalang Garment Industry Base is a gathering base specially set up by the Shenzhen Municipal Government for the garment industry in order to strengthen industrial agglomeration and solve the problems of development space and resource shortage. The first phase of the base covers an area of 1088800 square meters. At present, the developed land covers an area of 837800 square meters. More than 20 brand clothing enterprises have been introduced, and famous brands such as Masefield, Golis, Yinger, Mulan, Fansino, and Caldanton have all settled in the base. At present, the construction of the base R&D center phase II and the headquarters functional area is actively and effectively promoted. After completion, the garment industry base will become a modern manufacturing base and green manufacturing demonstration base integrating production, learning, research, business and industry association management.

For a long time, Shenzhen clothing brands have made active exploration in "going out" and exploring the international market. Masefield and other brands have entered the international market in the name of their own brands, which is a successful case. In recent years, the development of Shenzhen's clothing brands has shown a distinct trend of internationalization, and the Fair also reflects the characteristics of international exhibition. In addition to many from Britain, France, Italy and South Korea designer In addition to the visit and exchange, this year also set up the "international buyer on-site procurement area" for the first time.

Many visitors are looking forward to the internationalization of Shenzhen's garment industry when visiting the Fair. A garment entrepreneur from Dongguan said that with such a scale and level of garment trade fair in Shenzhen, enterprises have benefited a lot. They can communicate and negotiate with international buyers and designers locally, which provides too much convenience for enterprises to "go global".

　　 Industry perspective

Hold four "keys" to open the door of upgrading

Interpretation of the successful transformation of Shenzhen garment industry

Shenzhen Special Zone News (reporter Xu Qiang) At the time of the 12th China (Shenzhen) International Brand Clothing Fair, the reporter interviewed Shen Yongfang, president of Shenzhen Garment Industry Association. When interpreting the experience of transformation and upgrading of Shenzhen clothing industry, she said that Shenzhen clothing has gone through the process of breaking the cocoon and turning into a butterfly from the earliest "three processing and one compensation" processing trade to today's independent brand. The most important driving force comes from the promotion of the government and the awakening of enterprises themselves. In addition, Shenzhen's own four advantages have also contributed to the prosperity of the clothing industry.

At present, there are more than 2500 garment enterprises in Shenzhen, whose products sell well in more than 100 large and medium-sized cities in China. Shenzhen is also the largest production base for women's wear brands in China, where more than 1200 women's wear brands gather. Shenzhen women's wear new models can be launched in one or two days at the earliest, and the innovative design ability of women's wear is far ahead in the country.

"Shenzhen garment industry can have such strength, which can be summarized from four aspects." Shen Yongfang introduced that, first of all, Shenzhen garment industry started to gain geographical convenience. Shenzhen is adjacent to Hong Kong, which is an Asian clothing distribution center and an internationally famous fashion center. The start and rapid development of Shenzhen's clothing industry benefited from the inward migration of Hong Kong's clothing industry in the late 1980s and early 1990s. Taking advantage of its proximity to Hong Kong, Shenzhen garment enterprises can learn about international garment styles, colors Fabric As well as the changing trends of the international clothing market, the grasp of the world trend is more appropriate and faster.

Secondly, the rapid development of Shenzhen's clothing industry also benefits from the government platform. While vigorously developing high-tech industries, the Shenzhen Municipal Government supports the development of advantageous traditional industries, encourages traditional industries to increase investment in technological transformation, and improves technological content and competitiveness. The clothing industry has developed under such a policy environment. With the support of the municipal government, Shenzhen launched the building project of "Shenzhen Women's Wear Regional Brand" to develop the fashion creative industry and take the path of sustainable development, opening a convenient door for Shenzhen garment enterprises to "go global".

At the same time, Shenzhen garment industry has taken advantage of innovation to transform. More than 75% of garment enterprises in Shenzhen use 5% to 15% of their sales revenue as R&D funds, while 69.2% of R&D funds are used for new product development. From "three processing and one compensation" to self created brands, and then to opening thousands of branch stores and ten thousand franchised stores, Shenzhen clothing has made great strides in the domestic market, which is precisely due to the innovative thinking of daring to try and adapt to circumstances.

Shenzhen clothing can maintain a steady and sustainable development, but also lies in a large number of talents. Shenzhen is a city suitable for entrepreneurship. A good entrepreneurial environment is like a magnet, attracting entrepreneurs and fashion designers at home and abroad. Shenzhen has gathered the best clothing management talents in China. Excellent design talents from all over the world rely on this hot land for entrepreneurship, display their talents and release their passion, thus creating a prosperous scene of Shenzhen's clothing industry.

　　 Expert opinion

　　 Liu Xiaoming, Chinese Ambassador to the UK:

Clothing "going global" needs brand and marketing

Shenzhen Special Zone News At the 2012 First China International Fashion Underwear Forum held yesterday, Chinese Ambassador to the UK Liu Xiaoming pointed out the challenges and problems that Chinese clothing is facing now: after 30 years of reform and opening up, although Chinese clothing products have "gone global", Chinese clothing enterprises have not completely "gone global", There is no well-known international clothing brand, and there is no global brand clothing marketing network.

Liu Xiaoming believes that the current "going global" of Chinese fashion enterprises is an important step and project to achieve their own transformation and upgrading. Chinese fashion enterprises should set sail to enter the international market and take the road of international development, so as to make themselves bigger and stronger. Therefore, Chinese fashion enterprises should comply with the development law of the international fashion industry and firmly grasp three important links: first, brand. There are two essential factors for Chinese garment enterprises to successfully shape their own brands in the world, namely, historical accumulation and cultural connotation; The second is design. Design has always been a common weakness in China's clothing industry. The strength of China's fashion industry is, first of all, the strength of the design team. Chinese fashion enterprises "go global", first of all, Chinese designers "go global"; The third is marketing. Only by mastering marketing, can an enterprise timely understand customer information in the market and timely learn customer feedback on products. The "going out" of Chinese enterprises is the process of internationalization of enterprises. A simple production enterprise is not an international enterprise. An international enterprise must master the global marketing channels.