Shenzhen Enterprises Design And Creativity Help Brands "Point Cloth Into Gold"

In recent years, under the background of slow growth in many industries, Shenzhen's brand has been developing rapidly. clothing With the annual sales income of 30%~50% increasing rapidly, what is the secret? Shen Yongfang, President of the Shenzhen apparel industry association, said that Shenzhen's clothing industry has been upgraded from the "clothing workshop" to the creative fashion industry, which relies on casting brand and polishing the brand.

　　 Brand management makes clothing enterprises taste the sweetness.

Children's wear magnate ANN has won the opportunity of brand management. At yesterday's autumn and winter new products ordering conference, an Army member from Yiwu's Enlai company pointed out that "with the improvement of living standards, consumers are becoming more and more fastidious and more and more fastidious. This is a better opportunity for brand children's clothing!" Shi Yijun has worked as an enfranchiser for 4 years, and his business has increased by more than 30% every year. Shi Yijun introduced that there is a wholesale market for children's clothing in Yiwu. There are many children's clothing in tens of yuan, but it doesn't affect the brand's children's clothing business at hundreds of dollars. "Spring and summer this year are selling too well, zero inventories! We have to double our orders in autumn and winter." Why is sales so good? Shi Yi Jun put it in a phrase: "how to dress healthier and more comfortable, of course, is brand more reliable!"

Women's high-end brands are developing rapidly. Founded in 1996, the fashion brand's annual investment in brand will occupy more than 10% of annual sales. In recent years, the diversified brand management strategy of its 5 major brands has brought about an explosive growth in fashion, and its annual sales have reached nearly 4 billion.

The growth of new brands is also a smack. Li Feiyue came to Shenzhen to create the "pink" brand for only 7 years. At present, the country's stores are developing rapidly to 300, and the annual sales volume has already been over 100 million. Li Feiyue thought that the rapid development was mainly due to the "brand power". In order to touch the pulse of the Chinese clothing market, Li Feiyue spent two years in more than 110 cities in 34 provinces and autonomous regions of China. He believed that China's ongoing industrial upgrading and rapid urbanization process will surely bring about the upgrading of consumption and the upgrading of fashion demand.

At present, the output value of Shenzhen's clothing brand has increased from less than 10% in the early 90s to 49% last year, and this trend is accelerating. Compared with the traditional export processing clothing industry, the garment industry dominated by brand development has changed from labor intensive to technology intensive, talent intensive and knowledge intensive.

　 Design and creativity help brands "point cloth into gold"

"Shenzhen clothing brand has grown from traditional processing, labor intensive, low value-added traditional industries to" three high one low "fashion industry. Sell a set of clothes The gross profit margin is more than 80%, the profit rate and the tax contribution rate exceed the selling car! "Xia Guoxin, the chairman of the company, surprised the outside world. The high added value of Shenzhen's clothing brand is" impressive. "

The high added value of Shenzhen clothing is beneficial to the brand, and the soul of design brings the Shenzhen brand to the wings of flight. " Designer The idea and ability determine the fate of an enterprise and decide the level of its brand. Zhu Chongyun, the designer and manager of Mass Phil fashion company, knows that Mass Phil relies on design, and she believes in excellent design and international integration. Clothes & Accessories The unique creativity of fashion can "point cloth into gold" and impress people who pursue fashion. At present, Mass Phil has ranked the high-end brand of Chinese women's clothing, and is completely out of the "little bit" image of producing a shirt and earning only 6 yuan in that year.

The design is in line with international standards, and the design concept is in keeping with the trend of foreign countries. This has led to the winning of Shenzhen's clothing brand. In the movie, with the help of online video communication with Italy designers has become the norm. In addition, in order to foster the international vision of its designers, the film invited many foreign designers to work together: in the fashion headquarters of the film studio, a group of top foreign designers from Korea, Japan, Italy, France and other countries have been stationed, and they have served the world's top luxury brands.

Creativity makes brand enterprises' innovative marketing attractive. In order to highlight the cultural characteristics, the blue brand put the show and show into the concert hall. During the Shenzhen clothing exhibition this year, the "pink wardrobe fashion musical" created by powder blue also pioneered the grafting of fashion and stage musicals, so that the way of fashion and music grafting can make consumers' eyes and ears new. At the end of 2008, the movie set up the Beijing Huamao Commercial Street Club store with over 700 square meters in fashion to provide customers with one to one personalized "private enjoyment" service. Subsequently, the club store strategy was promoted nationwide, and the private clubhouse was not very pleased with the high-end customers who had been leaked by privacy.

　　 Industrial agglomeration breeds world class brand

"The whole industry is showing the trend of brand clustering development." Shen Yongfang introduced that there are more than 3500 garment enterprises and 400 thousand employees in Shenzhen. A large number of famous brands such as "Mass Phil", "Ying Er", "Li Fang", "Ma Tian", "Ai te AI", "Erni", "golden Dun", "Valentine", "Song Si Si", "Jesse", "Providence", "grand" and "Lady house" have emerged.

At present, there are 6 domestic brands of women's clothing sold in major shopping malls in China. Every 10 pieces come from the designer of Shenzhen. Shenzhen is the largest production base of women's clothing brand in the mainland, with more than 800 women's clothing brands. The new cycle of Shenzhen women's wear has been shortened to two weeks, and the latest one or two days have a new women's clothing on the market.

As of 2012, the clothing industry in Shenzhen realized output value of 160 billion yuan, exported nearly ten billion dollars, and owned more than 1000 clothing brands, among which more than 100 well-known brands in China, and the products sold well in more than 100 large and medium-sized cities in China, and the market share of shopping malls in large cities was as high as 60%. Exquisite, elegant, joyful, intellectually, modern, relaxed and so on are closely related to the quality of life, and are becoming the "fashion codes" of many of Shenzhen's own clothing brands. With the Shenzhen women's clothing as the leading industry of traditional clothing industry in Shenzhen, leveraging the design innovation and brand effect, the "cocoon breaking butterfly" has completed the industrial upgrading from "Shenzhen made" to "Shenzhen created". The most traditional garment industry in Shenzhen has been upgraded from the "clothing workshop" of the year to the fashion industry and fashion industry with strong originality, high technology content and high added value.

The gathering of Shenzhen's clothing brands breeds the birth of world class brands. Xia Guoxin, chairman of Shenzhen, is proud to predict that in the next five years, there will be a world famous brand in the clothing brand of Shenzhen in the next ten years.