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Secret Of The Prosperity Of Women'S Clothing Industry In Shenzhen Hangzhou

2013/10/17 9:54:00 25

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Shenzhen Hangzhou Women'S Clothing Industry

On the map of China, there are two cities in the south of the Yangtze River, Shenzhen and Hangzhou. Their women's clothing industry often let domestic a target= "_blank" href= "http://www.91se91.com/" > clothing /a > industry colleagues take delight in talking about it.

The two different development paths of women's clothing industry in these two cities are the most vivid manifestation of China's garment industry's growth path over the past 30 years.

different starting points .

the Shenzhen women's clothing industry started in the 80s of last century with "three to one complement". The export oriented mode played a very important role in promoting the start of Shenzhen's garment industry. Hangzhou women's clothing relies more on the mode of "front shop after factory", which has made a bigger model and has formed its own dress style.

Shenzhen is located in the Pearl River Delta region and is adjacent to Hongkong.

In 1980, the Shenzhen special economic zone was formally established.

This small fishing village has gradually evolved into today's bustling metropolis.

Hangzhou is the Chief Secretary of the triangle. Since ancient times, its products are rich, with the reputation of "land of fish and rice" and "Silk house".

for the two, though they have their own advantages, economic prosperity is their common ground.

To a certain extent, this has laid a good foundation for the development of the two garment industry.

because of the geographical characteristics of Shenzhen, the garment industry started from "three to one patch" and "OEM processing".

After the establishment of a special economic zone in Shenzhen, the city, as a pilot field of China's reform and opening up field, has enabled many overseas enterprises to find market opportunities in China.

"Foundry" became the natural choice of Shenzhen's clothing industry at that time.

More than 20 years ago, now a brand that is expensive for the high-end women's clothing brand in China. At the same time, it was also like other OEM enterprises in Shenzhen's Sha Tau Kok free trade zone.

twentieth Century, 80 and 90s, many garment processing factories in Shenzhen were processed according to orders. The products were exported without exception, and there was no concept of brand at all.

But thanks to the relocation of Hongkong's garment industry, Shenzhen's garment industry has been developing rapidly, but this is only limited to processing and manufacturing because Hongkong has left its design, marketing, management, consulting, brand planning, advertising and other supporting links in the base camp.

He Shujun, chairman of Kwan Wen, was originally moved to Shenzhen with the garment industry in Hongkong. She herself was a Hongkong person, catching up with the opportunity for the enterprises to enter the Shenzhen special economic zone after China's reform and opening up.

She said that at that time, the SAR government had tax concessions and other preferential measures for "three to one subsidy" enterprises.

according to the many women's clothing brands in Shenzhen, there were so many garment manufacturers in Shenzhen. In order to earn a small profit, they had to accept strict selection from foreign businessmen.

According to an industry insider, the foreign businessmen took the order at the time, and at the same time sought several Shenzhen foundry enterprises to negotiate, who had the best quality, fast speed and low cost, and who would be most likely to get the order.

a chairman of a fashion company recalls that when processing a men's shirt, the cost of subcontracting is only 6 yuan, which eliminates the necessary expenses such as wages, utilities, rents, and so on.

At that time, he firmly believed that processing of raw materials could only serve as an expedient measure.

now, the "three to one supplement" enterprise is the main body of the garment industry in Shenzhen more than 20 years ago, and has formed a distribution mode based on export.

This style adapted to the needs of the garment industry's free competition at that time, and it played a significant role in the clothing industry in the initial stage of Shenzhen.

however, for Hangzhou, because it does not have the conditions for foreign trade like Shenzhen, large-scale export is not the mainstream of the clothing industry at that time.

According to information, in the early 1980s, clothing enterprises in Hangzhou were mainly state-owned, collective and township enterprises, and distributed in industrial, commercial and township enterprises.

In the later development, Hangzhou clothing (women's clothing) formed a "pre store and post factory" production mode.

Data show that with the help of the traditional advantages of "Hangzhou silk is the best place in the world", Hangzhou women's clothing has formed the scale of production and sale of "1000 factories, 1000 stores, ten thousand machines and 100 million pieces of clothing".

Hangzhou is a city with an active private economy, which has the potential to nurture and develop the garment industry for the majority of the garment industry.

reporters once interviewed Meng Ping, vice president and Secretary General of Hangzhou women's clothing trade association. He said Hangzhou women's wear started formally in 1994.

At that time, a group of college students majoring in clothing began to start their own business after graduation, laying a certain foundation for the start of Hangzhou women's wear.

There are not many brands in the beginning, there are about 5 or 6 brands, such as romantic life, Jiangnan cloth and so on.

At this time, Hangzhou women's clothing has its own style, that is, the lady style of Jiangnan Water Village.

Hangzhou has not made the natural advantages of foreign trade, but its rich silk culture and developed silk industry have given Hangzhou another advantage of women's clothing development.

Influenced by traditional silk culture, Hangzhou and its surrounding areas have become the gathering place of < a target= "_blank" href= "http://www.91se91.com/" > textile > /a > industry.

The China Light Textile City in Keqiao, Shaoxing, is the largest textile and silk market in China, plus a few small and large specialized markets such as Sijiqing, which has created a good environment for the start of Hangzhou women's wear.

almost at the same time in the last 90 years of the last century, Hangzhou women's wear began to start in the public view gradually. A few enterprises broke through the development mode of "pre shop and factory", and began to enter a new stage with the brand approach. Shenzhen women's clothing began to enter the pformation as a whole, gradually stripped the barriers brought by foreign trade, and breathed the fresh breeze brought by the brand.

hold the design lifeline /p >

in the late 1990s, Shenzhen women's clothing industry began to pform from the foundry to the brand development. Many commercial brands emerged, and the power of the Shenzhen women's wear was brighten up by the power of creative design. While the Hangzhou women's wear left a thick ink and heavy color on the Chinese women's wear area with the prestige of the academies, she was more than < a target= "_blank" href= "http://www.91se91.com/" > designer /a > brand.

In any case, the two cities are finally on the same road. They are relying on creativity and design power not only to make the women's clothing industry become the dominant industry in the region, but also become the leader in the domestic garment industry.

if we want to sum up the development of Shenzhen women's clothing, we can divide it into three stages, one is the foundry stage from 80s to the middle of 90s of the last century, the two is the global financial crisis from mid 1990s to 2008, and a batch of local brands are changing to the national big brands. Three, from 2008 to now, some of them are big domestic brands, and are pushing towards the direction of international brands.

and in the middle of 1990s, it is an important time node: many enterprises, after realizing the strength of the brand, slowly remove the "a target=" _blank "href=" http://www.91se91.com/ "hat" /a "and effectively hold the brand's hand.

after 10 years of development, Shenzhen garment industry has formed an obvious advantage of industrial clustering, realized the brand oriented industry mode and gained the leading position in China.

It is understood that as of 2012, the clothing industry in Shenzhen achieved 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%.

Shenzhen has become the "capital of women's clothing in China" and has formed the industry pattern of "Chinese women's clothing watching Shenzhen".

the reason why the Shenzhen women's clothing brand can occupy a place in the domestic garment industry is not only due to geographical advantages from Hongkong, but also because of the fast fashion of receiving overseas fashion, and more importantly, the importance of original design.

it is understood that after the preparatory application, Shenzhen was admitted to the global creative city network in November 21, 2008 and was awarded the "design capital" by UNESCO.

In the clothing industry, whether it is the original designer brand of Tianyi, Yi Hui, or Mass Phil, Ying ER and other commercial brands, it is designed to win.

On the Eleventh China International Fashion Week, Liang Zi, the design director of "Tianyi TANGY", won the double award of the highest award in Chinese fashion design, the Golden Summit Award and the 2007 Best Women's wear designer award. This is the first time that since the founding of China International Fashion Week, the first two awards of the most important part of the Chinese fashion design industry have been awarded to the same designer.

now Shenzhen women wear is changing from the dominant traditional industries to the high value added and high cultural content fashion and creative industries. Many brands also strive to develop from domestic brands to foreign brands.

look at Hangzhou again. According to Meng Ping, 1994 is the first stage of the development of Hangzhou women's clothing, which can be called the starting stage.

At that time, a group of clothing majors graduated and started their own business, laying a solid foundation for the start of Hangzhou women's wear.

There are not many brands in the beginning, such as romantic life, Jiangnan cloth and so on.

1995 to 1998 is the second stage in the development of women's clothing in Hangzhou, which can be called growth stage.

During this stage, the number of women's clothing brands increased, and some brands completed primitive accumulation and began to expand reproduction.

third stage, from 1999 to 2005, Hangzhou women's clothing entered a stable development period.

Around 2000, Hangzhou women's wear began to grow bigger and stronger, with nearly 300 brands, including more than 1000 women's clothing enterprises. At the same time, the market eliminated a number of small businesses, and a large number of large enterprises continued to develop steadily.

From P to 2005, Hangzhou women's clothing has entered a mature stage, and is also a new era for the development of Hangzhou women's clothing.

At this stage, the market began to differentiate, and some brands entered the stage of multi brand development.

For example, Jiangnan cloth Yi founded the "sketch" menswear brand, and Akimizu Ito made COCOON high-end brand.

At the same time, at this stage, different styles of brands began to appear, some brands began to take the international route, and the sales of individual brands reached 1 billion yuan.

Hangzhou women's clothing has its own strong brand in the development process. Hangzhou has The China Academy of Art, Zhejiang Sci-Tech University and other institutions of higher learning, and women's wear brand designers mostly come out of these institutions. The background of academic background is the origin of Hangzhou women's wear "academy".

< Hangzhou a target= "_blank" href= "http://www.91se91.com/" > Qian Feng, President of the fashion designer /a /a Association, believes that Hangzhou's colleges and universities have concentrated a large number of outstanding talents, and later they have become the backbone of all garment enterprises. Some have become excellent clothing entrepreneurs, and also are brand designers, which have promoted the growth and development of new brands.

"P", for example, Shi Jie is the creative director of the Hangzhou women's clothing brand "jester", and also the founder of the brand.

Since 2010, Shi Jie has participated in the Paris fashion week's China creative exhibition as a designer. "Jerry" has won the Creative Award of Asahi Asahi Chinese fashion designer.

. Therefore, compared with the women's clothing industry in Shenzhen and Hangzhou, Shenzhen relies more on its highly prosperous market from different aspects.

At that time, Shenzhen, as a window of opening to the outside world, operated in accordance with the laws of the market, and trained the skills of fighting in the market early in the morning. With the intensification of competition in the future, the ability of this market competition emerged. In the later period, the women's clothing industry in Shenzhen was brought into another fast lane with the power of design creativity.

While Hangzhou is breaking through the development mode of "Post shop and factory", it relies on a large number of design talents from the Academy. It is just a large number of students who graduated from the clothing professional colleges and universities to start their own businesses, and gradually expand the brand to consolidate the foundation for the development of Hangzhou women's clothing.