Luohu Local Garment Enterprises Pioneering Road

A lively and lively "2012 rites to enjoy Luohu" International Shopping Festival, while giving people a wealth of shopping experience, but also allow local enterprises to create "Luohu goods" in front of consumers.

"Don't be surprised, this is a fake Luohu product!" the staff of the Luohu District Economic Promotion Bureau told reporters in the SKAP store, which was popular among young people.

A lively and lively "2012 ceremony to enjoy Luohu" International Shopping Festival, while giving people a wealth of shopping experience at the same time, let Luohu local enterprises independently create "Luohu goods" in front of consumers.

Shenzhen is China.

The major city of design and manufacture.

As the birthplace of Shenzhen's business, countless stores were born in Luohu, from which the first batch of garment makers in Shenzhen came out.

From the early processing of raw materials, OEM, later brand agents to the current private brand, Luohu now has dozens of high-end well-known brands such as vincno, card, Dan, Anne Jin, Xiang Yun Sha, Yifei, and Hao Hao.

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In addition to further increasing the introduction of famous brands at home and abroad, the Luohu District Economic Promotion Council has been guiding and encouraging local enterprises in Luohu to create brand names and promote enterprises to grow bigger and stronger, and to develop into clusters and characteristics.

Recently, the reporter visited a batch.

Listen to their career, industry aspirations and future expectations.

Their dribs and drabs reflect the decades of Luohu's business environment.

Fashion enlightenment: "the first open soil to nurture the first batch of garment enterprises"

More than 20 years later, Chen Guoxiong's "VIN snow" has become the best high-end in China.

One of the brands.

Long Hao's own brand D.ragonsea (J. J. Jones) and SKAP (Saint Gallas) not only have a high share and popularity in the domestic market, but also have been recognized and imitated by their overseas counterparts for their technology, design and application of environmental technology materials.

At the beginning of the reform and opening up, Luohu's business atmosphere and the fashion that came from here aroused the former entrepreneurs.

In 1986, Chen Guoxiong, who was 20 years old, first arrived in Luohu and worked as a salesman at the clothing store of the national business building. At that time, it was already an international brand.

The young man was in the middle of the busy young man, looking at the International Trade Building or Cetra Building under construction, "full of energy".

In 1987, it was also in the China World Trade Center area. The founder of dragon Hao opened the first store, and saved the first pot of gold by acting international brand, and learned the experience of brand creation from scratch.

In Chen Guoxiong's impression, Luohu was "the pronoun of Shenzhen" in the late 80s and early 90s.

With the advantages of Shenzhen and Hong Kong's entry and exit ports, a large number of garments from Hongkong and Southeast Asia are flowing from Luohu bridge, making Luohu a "colorful world of clothing".

Chen Guoxiong's simple understanding of "fashion" was formed in the first ten years of Luohu.

After handling all kinds of clothing products, he began to understand that "out of fashion is not fashion." in order to catch up with the trend, he began to pick up goods from Hongkong agents and observe the operation of international brands.

In 1990, his first store opened in friendship company.

In the same period, countless companies accepted fashion enlightenment here, including the "card Dan ton" which is also ranked among the top men's clothing in China.

"The commercial soil in Luohu is very deep," said card.

Liu Dan, assistant general manager of Limited by Share Ltd, said that before the reform and opening up, the bustling Dongmen pedestrian street, to China World Trade Center, the state merchants, and then to the famous Haiyan clothing wholesale city with the wholesale of women's clothing, Liu Dan was like a few treasures.

"In the early days of reform and opening up, the old Dongmen and the national merchants not only had an impact on Shenzhen's commerce, but also a national fashion distribution center," he recalls.

Countless popular information from Luohu bridge has greatly enriched the shortage of fashionable goods in the mainland, and people in all corners of the world have all their wisdom and ambitions. "It can be said that Luohu is developing more influential clothing enterprises, and its soil and conditions are almost exceptional."

Brand awakening: "Luohu business itself has an international gene".

In the process of acting as an international brand, the brand awareness of Luohu's local clothing enterprises is slowly awakening, and has almost embarked on the international road since its birth.

"This awakening is aroused by the wind blowing in Hongkong," Liu Dan said.

In the early 1990s, International Trade Building or Cetra Building and the national commercial building were the most fashionable places in Shenzhen, with overseas brands such as Pierre Cardin and apple stationed. Although the prices were high, many mainland tourists still came to buy them.

This kind of situation has greatly touched the local enterprises. "The biggest reference we get is that the brand has higher added value than the non brand, and the famous and cultural brand is higher than the general brand added value," Liu Dan recalls.

Through the wholesale business to save money, the founder of card Dan ton began to create his own brand, opened a store in the place of Tianan International Building in people's South Road.

"In retrospect, it was a bit of a land, but at that time there was still a great store of international fans," Liu Dan said with a laugh. For example, he invited foreign models and studied foreign shops for store display. "At that time, many businessmen in the mainland did not realize that they were selling themselves like this."

Subsequently, Karl Denton registered his brand in Italy, Hongkong and the mainland.

In the same period, Chen Guoxiong also received inspiration from famous brands such as Valentino. "Once the clothing brand has established the consumption base, it will withdraw the agency right and turn it into an independent business", and having its own brand becomes particularly urgent.

Hongkong is no longer able to satisfy his curiosity, and he began to study clothing culture in Europe, and communicated with management and R & D personnel. In 1997, he registered the brand "VIN snow" in Italy and other regions.

Similarly, there are the founders of the Heaven and Earth Pty Ltd.

Shen Zhong, President of channel operation of the company, said that in the early 90s of last century, acting as an agent was much easier than doing its own brand, and it needed great courage and determination to invest in its own brand.

But they firmly believe that "once the domestic garment industry develops, we must have national brands on the international stage."

"Luohu's commercial culture itself has an international gene in it," Liu Dan said.

After observing more than ten well-known clothing enterprises in Luohu District, it is easy to find that internationalization of brand image, industry chain, operation mode and team cooperation is their general characteristics.

"The development of a brand should not be restricted by national boundaries. We insist on our own style and bring the influence of Chinese brands to the world," Shen Zhong said.

Shen Yongfang, Secretary General of Shenzhen garment industry association, analyzed that Karl Denton and vensno were the most successful brands in Shenzhen men's wear.

There are certain inevitability of these brands being born in Luohu.

Shenzhen's initial fashion and business atmosphere, frequent exchanges with domestic and international first-line brands and close combat have accelerated the growth of a number of local enterprises. "At present, Luohu's business atmosphere has not been lost, and the government's support for the industry has also been increasing."

The choice of merchants: "Luohu is still attractive."

"If Karl Denton, von snow, Long Hao and other brands were born in Luohu, which is inevitable at the beginning of reform and opening up, then some rising stars still choose Luohu, which shows that Luohu's policies, business environment, software and hardware strength are still attractive."

Shen Fang said.

Eva Ouxiu, which was stationed in Luohu in 2005, is one of them.

This brand, founded in Italy, is registered and operated by Shenzhen Tian Shang clothing company in China.

At present, it has independent research and design capability, and is one of the best women's clothing in Shenzhen.

At present, the company's production workshop is located in the long Tang Industrial Park, but the R & D and design teams are all in Luohu.

The company's staff Mr. Liu believes that Luohu has obvious advantages in the apparel and fashion industry chain, and the establishment of brand headquarters in Luohu is conducive to mastering the first-hand information of the market.

"The north, the upper, the broad and the deep are the benchmarks of the Chinese trend, and where does the trend of Shenzhen look?", he said, "Luohu is always the most sensitive and hottest place in Shenzhen business. What is popular here and what Luohu may be popular with can influence the Pearl River Delta and even the whole country."

In 2009, Yi Hua Ou set the first image shop in Shenzhen in Luohu, Jin Guanghua.

Subsequently, the company opened one after another in Xi Hui City, the Mixc, Dongmen Maoming and sun department store.

It is understood that the company has more than 20 stores in Shenzhen, Luohu accounted for 5.

In the course of the interview, a number of enterprises expressed their intention of "staying in Luohu" to reporters.

"Now we can not say that Luohu is" manufacturing ", but it should be Luohu's" creation ". Chen Guoxiong said that although their company's products are sent to all parts of the country, their R & D, design and trading centers are all in Luohu.

"The clothing industry in Luohu has a relatively high positioning and broader horizons. Information and information are fully synchronized with the international market. The commodity circulation environment is relatively good, and the government is very supportive. There may still be a need for talent gathering in the future," Liu Dan said.

Enterprises call for improving business environment

Building the concept of "greater Luohu"

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"There is no physical space for business growth."

Vatino is located in the office of Tianan International Building. More than 200 people are sitting in 1500 square meters of space.

"There are not many people on Saturday. They are usually crowded enough to accommodate our staff," Chen Guoxiong said.

According to Chen Guoxiong analysis, under the thinking of headquarters economy, logistics, warehouses and production workshops can be divided into two parts: "however, the decentralization of other functional areas will greatly reduce production efficiency", because the clothing industry is a complex of production, procurement, design, R & D, sales and management, and all links need to be closely linked and closely communicated.

Zeng Li, the fashion design department of Shenzhen Polytechnic, also pointed out that clothing is a commodity with a short period of time. It is not suitable to separate the R & D, marketing and production factories, otherwise it will increase the cost of communication.

"The problem now is that even the headquarters is not enough," Chen Guoxiong said.

Nearly 10 years ago, the company moved from the Kerry Center to its present location.

The rental of commercial land is rising steadily. It is difficult to find a large office space with convenient pportation and acceptable rent in Luohu.

In his view, the most urgent problem for Luohu to attract or retain the fashion industry and clothing leading enterprises is to provide them with reasonable physical space.

Since the introduction of the "urban renewal measures of Shenzhen" in October 2009, 26 projects in Luohu have been included in the plan of Shenzhen urban renewal unit planning.

There are 16 old industrial area renovation projects.

Chen Guoxiong and other leading business owners hope that the Sungang Qingshui River urban renewal area will be able to move more space for them.

But there is no more policy signal at present.

"I hope the government will further improve the business environment in Luohu".

During the "2012 ceremony to enjoy Luohu" International Shopping Festival, many local enterprises in Luohu responded to the call of the Luohu District Economic Promotion Council and launched the discount and profit making activities to attract popularity. Many businesses also significantly improved their performance.

There is also room for improvement in Luohu's business environment and commercial soft power.

A supply chain leader told a reporter that although sales volume rebounded sharply after the launch of the shopping festival, the overall sales of the company fell by 20% compared with last year.

In addition to the economic depression, she believes that the decline of the business circle such as Jin Guanghua, Dongmen and friendship city is worth noting. "Traffic congestion, parking difficulties and other problems have increased the cost of shopping for guests, and shoppers in Hong Kong and Macao are also decreasing."

"The last 5 years have been the 5 year of Luohu's commercial hardware upgrading. How can we upgrade the existing soft power?" said Long Hao, director of channel operation of Heaven and Earth Pty Ltd, Heaven and Earth Pty Ltd. The practice of Luohu District government is worth affirming. The existing tourism and business resources are combined to promote the consumption, consumption and consumption of Luohu through the large-scale activities such as "Luohu Fashion Night" and Luohu International Shopping Festival. "If the government does not initiate, the strength of enterprises is meager."

Liu Dan, assistant general manager of Limited by Share Ltd, believes that Luohu's regional advantages still exist, and the government needs to package the whole area in order to attract comprehensive consumers.

He believes that with the pformation of Luohu District's Luo Fang, Sungang and other large areas, the structure of the consumer groups will be improved, thus promoting the development of Luohu's business.

"Luohu can consider developing electric business and incubating small brands".

Over the past 30 years or so, has Luohu's strong trade traditions been diluted by the new urban area? Liu Dan believes that Luohu's traditional commercial dominance has not been lost, but it needs some changes.

"The current changes in Luohu only stay in appearance and quantity, while the grasp of consumption patterns and consumption needs are still in place."

Professor Zeng Li introduced that Luohu had always been mainly wholesale and retail of clothing, which benefited from the earlier development and the hub of port distribution. The geographical advantages were obvious.

At present, Futian and Nanshan have gathered many clothing brands, and the gathering trend is more and more obvious. "What should Luohu do? We must find market vacancies."

According to her observation, at present, Beijing and Shanghai have already produced some niche brands, while Shenzhen's minority brands have not yet formed a climate, nor have they hatched a small urban brand.

Luohu can seize this opportunity.

"Often small brands can lead the public trend," said Zeng Li. Luohu can make use of its business and entertainment atmosphere and its close ties with Hongkong to try to support conceptual brands and innovative brands, so as to attract some creative young people.

Zeng Li believes that the clothing industry in Shenzhen is not integrated with the characteristics of the technological city, and the application of the means of electric business is not universal as a means of clothing marketing.

She suggested that the Luohu clothing brand should attach importance to the concept of electricity supplier and learn from the development mode of the local customers.

I hope enterprises will go out together.

Mr. Liu, a staff member of Irwin show, suggested that Luohu should help the garment enterprises to develop in addition to maintaining the existing high-end shopping malls and building the environment.

He hoped that the excellent brands in Shenzhen could not only attend fashion shows in Shanghai, Beijing, Shenzhen and Hongkong, but also voice on behalf of Shenzhen women's clothing in New York fashion, Milan, Paris, London, Tokyo and other international fashion week.

"The domestic market will always be saturated, although we have thought a lot of ways from the aspects of business mode and core competitiveness, but after all, we can go out to make the cake bigger." Mr. Liu said that it is difficult to communicate with the famous fashion Week Organizing Committee by the strength of a single enterprise. We hope to establish a mechanism of cooperation and exchange with other industries through the government or industry associations.