Shanghai Textile Is Pformed Into A Fashion Industry Chain

As an example of the magnificent turn of 100 years old industry, Shanghai

The former Shanghai seventeenth Cotton Textile General Factory, which is subordinate to Shanghai Textile Co., Ltd., became the Shanghai international fashion center in July 3, 2012.

This indicates that Shanghai textile has basically completed the strategic layout of the fashion industry and realized the creation of the fashion industry chain.

At the beginning of this year's trial operation stage, the center has undertaken many high-end fashion activities such as the closing ceremony of Shanghai fashion week and Huayi night, and has been listed as a key construction project by the 12th Five-Year Shanghai cultural creative industry development plan.

The rise of international fashion centers

Founded in 1921, the former Shanghai seventeenth cotton textile mill, located at No. 2866, Yang Shu Pu Road, has witnessed the splendor of Shanghai textile. However, under the background of Shanghai textile "pformation and development", the factory production was shut down before and after 2007, and moved to Jiangsu Dafeng Shanghai Textile Industrial Park.

The original plant was rebuilt in April 28, 2009 and lasted for 3 years, and eventually pformed into the Shanghai international fashion center.

According to Zhao Changzheng, general manager of Shanghai textile fashion industry development Co., Ltd., the pformed Shanghai international fashion center is the largest creative fashion landmark in Asia. It not only integrates fashion display, fashion experience, entertainment and entertainment, but also has the capacity to accommodate 1200 people.

Through the multi-function show, creative office and designer studio, the fashion industry's large-scale fashion activities display and service platform has been constructed.

With the release of "Shanghai international fashion center", Shanghai textile also announced its four brand names: the "Shanghai international fashion center" with the theme of fashion experience, the "M50" brand with the theme of fashionable culture, the "Shang street LOFT" brand with the theme of fashionable life, and the Shanghai International design exchange center with the theme of fashion design.

With the appearance of Shanghai international fashion center, the strategic layout of Shanghai's fashion industry is basically completed.

In fact, in the development of fashion industry, Shanghai textile can be painstakingly managed to turn around several times.

Not only with the help of creative design industry, R & D promotion, industrial docking, successful pformation from traditional manufacturing industry to modern service industry, but also through the old plant reengineering, industrial complementarity and brand operation, the two pformation development from "creative industry" to "industrial creativity" has been realized.

From traditional textile factory to creative park, from "creative industry" to "industrial creativity", it means that Shanghai textile is not only fully involved in the fashion industry chain, but also will be the maker of game rules.

Zhao Changzheng said so.

As an old state-owned enterprise in Shanghai's textile industry, relying on all kinds of tangible and intangible resources, the turning road of Shanghai textile has both rules and originality.

First change: from manufacturing enterprises to Creative Parks

Shanghai textile was formerly known as the Shanghai machinery weaving manufacturing bureau established by the Qing government in 1878. In 1958, it was pformed into the Shanghai Textile Industry Bureau. In 1995, it was pformed into Shanghai Textile Holding (Group) company. In 2001, Shanghai textile (Group) Co., Ltd. was established.

From liberation to early 1990s, Shanghai textile has always been a mainstay of Shanghai's economy and an aircraft carrier for textile industry nationwide.

But with the development of Shanghai's cities, labor-intensive and polluting industries need to "move out of Shanghai". Shanghai textile faces huge projects of closing and relocation factories.

And from production oriented enterprises to foreign trade enterprises.

Around 2000, the first batch of textile factories was officially closed.

At that time, the question was: how to dispose of the closed factories and how to deal with the land? Before that, the rice factory had already taken the precedent of selling the plant to cash in, and also sold a small number of factories in the early days of Shanghai textile. But after considering it comprehensively, Shanghai textile began to explore the reuse practice of the factory.

At this point, the idea of creative industry has sprouted in Shanghai.

Because most of the foreign students' offices in foreign countries are pformed from old factories, their return to business is a special favor for the old factory buildings.

The earliest old factory built and built office, gallery and other projects was built in 1930s in Shanghai Chun Ming woolen mill (that is, M50 Park, 50 Moganshan Road).

In 2001, Shanghai textile established its first Shanghai City Industrial Building Zhuo Wei 751.

In 2003, M50 Park, supported by Shanghai textile, gradually became the landmark of Shanghai creative park because of its influence on artists, and was awarded as one of the ten landmarks of Shanghai in 2004.

At that time, although Shanghai textile only received a nominal rent for the factories in the workshop, it realized that the pformation of old factories by means of creative industries is a potential road.

Begin to plan the development of the park, and implement the pformation from batch to creative park.

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Since 2005, Shanghai has established the policy and measures to support the Creative Industrial Park, which is led by the Shanghai Economic Information Committee for the industry - oriented creative industrial park.

Since the planning and construction of Shanghai textile creative park was earlier, there were more than 15 seats in the first batch of licensing parks.

By 2008, through nearly 10 years of successful exploration and innovation practice, Shanghai textile has revitated nearly one million square meters of old factories and old warehouses, founded more than 20 creative industrial parks, and cultivated famous parks such as M50, Shangjie LOFT, West Suburb Xinqiao and Pudong double innovation park.

The development of creative industries in Shanghai is also surging. Hundreds of parks have appeared, and the number of licensing parks has reached more than 50.

Second change: from Park tenant to operator

In the view of He Zengqiang, Secretary General of Shanghai creative industry center, although the number of creative parks in Shanghai is increasing, the trend of hollowing of homogeneous competition and content industry is becoming more and more serious. The reason is that it is conceptualized, planned, modeled and finally marginalized.

"With the disappearance or thinning of land and rent differential dividends, some park operators are eager for quick profits and instant benefits, and the theme is missing. The involvement of real estate developers and capital makes some operators of the park lose their impetuosity, and even the phenomenon of" pseudo Park "appears.

According to its introduction, the total output value of Shanghai's cultural and creative industries reached about 490000000000 yuan in 2011, but only about 40000000000 yuan was produced in the creative park.

In fact, the physical space of the creative park itself is also a bottleneck.

Because of the pformation property of the plant, the office environment and supporting facilities of the creative park do not have any advantages. In addition, Shanghai has some restrictions on the rent of the creative park. It is almost impossible to increase 10%-20% every year.

Wang Yi, general manager of M50 Park, told Shanghai state owned assets that with the increase of all kinds of costs, the rent will only be charged to the daily operation expenses of the park in the future.

Therefore, "we must find the sustainable development mode of the Creative Park".

Since 2008,

With the support of M50, many attempts have been made.

First, we should actively preserve the "open space" of the original mode: no matter how the rent rises, rent concessions will still be provided, and most Gallery studios should be retained for free visit.

The two is to do enough articles for the enterprises in the park.

In the process of leasing, M50 emphasized that design enterprises must be able to enter.

Through 3 years of industry guidance, M50's enterprises are basically dominated by art and design.

At the same time, M50 began to strengthen the development of services and derivatives: in 2007, the annual M50 creative cutting-edge selection was launched every year to excavate the students and young artists in Shanghai and even the whole country. In 2008, the M50 performance workshop was set up. In April 2009, the website of the art and design professional network was set up in April 2009, and a small studio with the characteristics of the development and training of children's "creative art" was set up, and the M50 Design Alliance was launched.

"Hard money such as rent should be earned, and soft money for services should also be earned."

Wang Yi told state capital of Shanghai that by building a platform to provide various services and derivatives, M50's soft service revenue has reached $3 million in the first half of this year, and will continue to grow in the future.

The exploration of M50 coincides with the requirements of Shanghai textile for its creative park.

Shanghai textile believes that the management of the creative park should start from the creative industry chain and become a real creative park operator through the construction of the industrial chain.

At the same time, with the advantages of state-owned enterprises' own resources and funds, Shanghai's textile subdivision industrial chain is involved in the incubation and cultivation of creative enterprises.

For example, we should take advantage of equity development funds and rent free ways to support potential studio artists and start-ups.

"This mode is beneficial to grow together with creative enterprises, and once the success of nurturing is successful, it will far exceed the mode of collecting rent."

The third change: from park operators to brand operators

As a park operator, it is very difficult to create creative products and services on its own.

Moreover, the physical space of the park is limited.

If you just stick to the park, the "limit" will come soon.

How to break through the physical space of the park? The real way to find Shanghai textile is the brand of the park.

"Park brand is the best way to integrate and maximize park resources."

He Zengqiang said.

Wang Yi told us that under the guidance of Shanghai textile, M50 began to change its concept and brand in 2009.

"This can effectively improve the" limit value "of the park.

Customers benefit from the value-added services provided by the park, and share more benefits in the brand benefits of M50.

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Since then, Shanghai textile began to extend the M50 brand to product and service brand, set up "M50 Design Alliance" to help designers achieve product pformation, "our little painters workshop", set up youth art training system, M50 creative and cutting-edge selection, and excavate outstanding young people.

At the same time, M50 has developed the brand series of the park through the agglomeration effect: the M50 Art Industrial Park (50 Moganshan Road), the M50 Shanghai Ceramic Cultural Industry Park (No. 700 Huangpi South Road), the M50 west suburb cultural leisure park (731 Hong Hsin Road), the M50 Peninsula cultural and Creative Industrial Park (258 Songxing Road), and the M50 peach garden (18 Wuwei East Road).

The total construction area of the 5 parks is nearly 250 thousand m2, and nearly 500 enterprises are located in the park. Among them, the core content of fashion culture is more than 50%, and fashion culture service enterprises are more than 40%.

"The two major parks of the original M50 and Shang street LOFT have high visibility and influence in Shanghai. By upgrading the M50 and Shang street LOFT as the brand of the park, they can directly radiate to the 10 home area and rapidly upgrade the status of other parks."

Zhao Changzheng told state assets in Shanghai.

As a result, M50 and other brands have gradually realized the separation from the park entities and their brand value.

Brand building of park and operation carrier

In April 2010, Shanghai textile established Shanghai textile fashion industry Co., Ltd., specialized operation and dynamic management of 13 home areas such as M50, Shang Jie LOFT, etc., to ensure that the creative industry park of the whole system has unique format characteristics, highly misplaced development, and is in an efficient and orderly operation management system.

Since then, many initiatives in Shanghai's textile industry have been held by the company: continue to encourage the 13 home areas to do a series of intervention in the creative industry chain; establish the theme and leading industry for future development in every home area; establish the strategic thinking of the four major park brands after setting up the leading industry; integrate the platform of various parks to establish the guide and integrated service provider of the fashion industry.

Due to historical reasons, "Park" often refers to the name of the new concept of creative business, while the legal carrier of its operation still uses the name of the original factory, which has many entanglements in the derivation of the main brand, the operation of intellectual property rights, and the operation of the whole capital operation of the park.

In order to solve this dislocation phenomenon, Shanghai textile resolutely implements the pformation of the name of traditional textile manufacturing enterprises, consolidating the connotation of the creative industries of enterprises (parks) and the integration of the operation of legal person carriers.

Such as: the original M50 "creative industry gathering area" is now positioned as "M50 Art Industrial Park". Its original industrial carrier, formerly known as "Shanghai Shanghai M50 culture and Creative Industry Development Co., Ltd.", is the first in China.

The newly launched Shanghai international fashion center is also known as the "Shanghai International Fashion Center Management Development Co., Ltd." from the original "Seventeen cotton investment company".

Up to now, Shanghai textile fashion industry Co., Ltd. has 11 professional companies engaged in Fashion Park brand operation.

It not only realizes the unification of the name and brand of the park enterprise, but also highlights the brand of the creative park.

In April 2012, the M50 Art Industrial Park was officially awarded the famous trademark of Shanghai.

This is the first trademark of the first cultural and creative park brand in China, and another milestone in the brand development of Shanghai textile park.

"This move is of exemplary significance and index significance in the pformation, development, optimization and upgrading of industrial parks and industrial carriers in Shanghai and even the whole country."

Shanghai City

Dong Xijian, general manager of Shanghai Industrial Development Consulting Co., Ltd.

"Rent collection is not the future of the development of creative parks, but we must find ways to achieve sustainable development through gathering industry, refining industries and intervening industries."