Wenzhou Shoe Leather: From Simple Light Industrial City To Fashion Capital

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In the spring of March, the Oujiang River surged up in P.

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< p > the territory of the Republic of Europe and Vietnam, a conference battle to revitalize the real economy has already started.

From a strong enterprise to a subordinate regulation, a policy of favoured enterprises is like spring flower competition.

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< p > Wenzhou light industrial products have been famous for a while. From the beginning of the reform and opening up to the beginning of the family workshop, cheap and fine light industrial products are sold at home and abroad. Wenzhou has become the famous "international light industrial city".

Clothing, < a href= "http://sjfzxm.com/news/index_f.asp" > shoes leather < /a >, glasses, lighters, bags, razors and other industries, has emerged a large number of well-known brands, well-known enterprises.

However, in recent years, with the constraints of labor costs, land, raw materials and other factors tightened, the advantage of Wenzhou light industrial products, which won by price and won by quantity, has gradually vanishing. Wenzhou's industrial development has reached a crossroads.

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< p > how to get out of the trap of the low growth of traditional industries? How to pform traditional industries and enhance the added value and competitiveness of brands? In recent years, whether in the future direction of development of Wenzhou, whether the electricity supplier is changing the market or the machine is changing, the municipal government has made the pition from "promoting the traditional light industry to upgrading the fashion industry, pforming the city of light industry to the fashion capital" as the highlight.

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< p > < strong > spring sowing > /strong > /p >

< p > < strong > create brand "a href=" http://sjfzxm.com/news/index_f.asp "world window < /a >" /strong > /p ".

< p > < strong > from the light industry city to the fashion capital, what kind of appearance will Wenzhou show to the world? < /strong > /p >

< p > Wenzhou airport new town in the east of the city, with the hot start of the T2 terminal, including Oteri J, bonded logistics park, business headquarters park and high-end business service area, the high standard planning has demonstrated the embryonic form of the future fashion capital everywhere.

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< p > "a fashionable city should be a famous brand both at home and abroad, with well-developed commerce and circulation industry and trade and economic cooperation."

This is Zhang Lei, general manager of Wenzhou import market, who understands fashion city.

He believes that Wenzhou's fashion capital can not be built behind closed doors. It must join hands both inside and outside to introduce international famous brands to enhance the city's quality and satisfy the tastes of different consumers.

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< p > it seems to him that Wenzhou's pition from light industrial city to fashion capital is highly natural and has strong internal demand.

"Consumers in Wenzhou have higher self purchase of high-end goods than Beijing (Beijing store), Shanghai and other tier cities."

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< p > it is the amazing purchasing power of Wenzhou people that Zhang Lei began to have the idea of introducing internationally known < a href= "http://sjfzxm.com/news/index_f.asp" > brand > /a > and eventually joined the Ministry of Commerce and Investment Promotion Bureau, invested heavily in the development of Wenzhou import commodity market and set up world brand exhibition and Trade Center in the airport new area. He hoped to introduce more international famous brands, dress up Wenzhou, make Wenzhou more fashionable, and also hope to seize the opportunity in the construction of fashionable cities.

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Hu Zhenhua, director of the National Economic Research Institute of Wenzhou University, who has always been concerned about Wenzhou's industrial research, has suggested that Wenzhou should create a fashion capital by changing the development mode of heavy manufacturing and light circulation. P

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< p > Wenzhou still gives the impression to the outside world that the manufacturing industry is well-developed. In fact, Wenzhou is a city with developed commerce and trade. Wenzhou is a place that is not bad money, but also a businessman who plays the fashion industry.

Zhang Lei introduced that in Ningbo, many of the famous international brands in Shanghai were Wenzhou people. As many as 2 million of Wenzhou businessmen were engaged in foreign trade, many of them were engaged in modern commercial circulation, holding the most popular fashion messages, and guiding them to return would be the biggest capital and power for Wenzhou to build the fashion capital.

The market of Wenzhou's imported goods is the platform for them to settle in their hometown.

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< p > the superposition of all kinds of fashion genes is bringing more and more people in Wenzhou and even the domestic and international fashion circles to focus on the construction of Wenzhou's "fashion capital".

Just last year, our city proposed to build Wenzhou's "China fashion consumption capital" and strive to create China's important international fashion consumer goods exhibition center, trade center, distributing center and fine manufacturing base within 5 years.

The success of the first fashion consumption and the Ninth China (Wenzhou) International Light Industry Products Fair highlights the theme of Wenzhou's fashion consumption and further promotes the pformation and upgrading of Wenzhou's characteristic light industry.

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< p > reporter learned yesterday from the Municipal Commission of letters and commissions that in order to guide the light industry to upgrade to the fashion industry and speed up the pformation of the city of light industry to the fashion capital, the city is brewing a series of support and guidance policies.

At that time, the construction of "fashion capital" will enter the fast lane.

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< p > < strong > spring action > /strong > /p >

< p > < strong > Mining fashion "industrial gold mine" < /strong > < /p >.

< p > < strong > in Wenzhou, Xia Meng Yi Jie is regarded as a fashion benchmark for men's clothing industry.

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< p > in the traditional manufacturing industry is subject to the constraints of factors and difficult steps, Xia Meng Yi Jie Garments Co., Ltd. year by year with two digit growth to achieve the adverse market trend, with the chairman of the board of directors Chen Xiaoxiang said, also benefited from high-end fashion products brought about by the value added products.

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< p > > how fashionable is Xia Meng's suit? "After a suit of Xia Meng wool suit is worn, it is only necessary to put it in the wardrobe for 6 days, and the wrinkles on the suit will flatten naturally, just like the one that has just been ironed."

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P, not only that, but Xia Meng used his suit as an artwork to produce hundreds of exquisite fabrics from Italy, and each custom made suit was made of nearly 400 detailed processes.

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In November of last year, Xia Meng Yi Jie opened a suit of high quality tailoring area in the newly opened flagship store in Wenzhou. A set of custom-made Western-style clothes at the counter costs twenty thousand or thirty thousand yuan, and private custom made garments like this become a trend in Wenzhou's clothing industry.

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< p > to talk about the current situation of Wenzhou's clothing, Zheng Chenai, the president of the city clothing trade association, said that it is "fashion, fashion, and can accurately grasp the pulse of fashion and market."

As one of the traditional industries in Wenzhou, the garment industry is pformed into a high-end fashion industry and is closely related to its growth experience.

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< p > Wenzhou has produced 10% of the country's clothing and 20% of leather shoes, most of which are OEM processing. In the international high-end clothing brand, Wenzhou brand is almost "Aphasia".

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< p > "hard work can only earn a very small processing fee, and the bulk of the money is taken away by the brand."

The boss of a brand clothing enterprise can not recall the past.

The day of "making clothes for people" has made traditional industries including Wenzhou garments "shame and bravery".

In order to fight for the right to speak in the international high-end market, Wenzhou apparel began to aim at the "luxury" and "high-end" cakes.

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< p > AOKANG shoe Limited by Share Ltd has already started personalized marketing and launched personalized customization of leather shoes. Customers can choose shoes, shoes, feet and orders through the use of equipment such as measuring shoes and measuring shoes.

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< p > nowadays, walking in the streets and lanes of cities, it is inadvertently discovered that more and more private custom shoes stores are becoming more and more popular, and the leather shoes are more and more fashionable and the profit margins are bigger and bigger.

At the same time, we can not help interrogation. How far is Wenzhou from the fashion capital, known as the "light industrial city"? < /p >

< p > Zheng Chenai said that the pformation of fashion in Wenzhou is inseparable from the vogue of industry.

Taking the clothing industry in Wenzhou as an example, half of the top 10 top brands of men's clothing in the world are placed in Wenzhou, which gives Wenzhou clothing a "high starting point (starting store"). The clothing brand has the ability to compete with international brands in quality and design.

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< p > < strong > spring effect < /strong > < /p >

< p > < strong > traditional products < /strong > < /p >

< p > < strong > "personality customization" < /strong > /p >

< p > a regular leather shoe, which can be raised several times by surface manual carving, is a perfect combination of traditional industry and fashion design.

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< p > a leather carving studio less than 60 square meters in the Vocational Technical School of Lucheng (Lucheng specialty store), the head of studio, Margo, is directing students how to operate leather carvings. During the two years since the establishment of the studio, his leather carving business covers all kinds of daily necessities including leather shoes, belts, accessories, leather bags and so on.

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< p > there is neither the production nor the pollution of the machine, but the profit is beyond the imagination of the people.

An ordinary belt can be sold for 800 yuan after hand carved patterns. A pair of leather shoes worth thousands of yuan will be sold to tens of thousands of yuan after personalized carving.

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"P > personalized leather carving technology soon brought Yiwu merchants to order 40 thousand antique Bracelet orders. Chengdu merchants asked for more than 300 customized belts with the name of consumers. The order came to the point that Margo could not think of it at the same time, and saw the unlimited market potential of fashion originality.

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"P" is only an attempt to start the leather carving studio. It does not want to quickly bring the manufacturers of leather shoes, belts, bags and other traditional industries to make frequent visits. Some of them are quick to reach a cooperative intention. The manufacturer is very urgent. Margo says it is mainly to conform to the fashion trend of traditional Wenzhou industry and realize the difference competition that can be recognized by people without me.

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< p > "in the face of the increasingly small profits of traditional industries, the fashion and creative industry has become the most urgent development target of high value-added industries created by Wenzhou's traditional industries."

Margo said.

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< p > to create fashion capital, Beijing and Shanghai have found their own positioning respectively.

If Hangzhou aims to create an animated capital, what kind of brand should Wenzhou play in the construction of fashion capital? Margo believes that no matter what brand you play, it is inseparable from the manufacturing industry everywhere. In Wenzhou, fashion is only connected with the manufacturing industry and has a bright future.

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The idea of < p > has also been recognized by Ma Yongwei, President of Wenzhou Cultural Creativity Industry Association.

In his view, traditional industries dominated by labor-intensive industries are facing bottlenecks. It is an inevitable trend to use design to improve added value of products.

"Design should not only stay in appearance and visual communication, but should really take part in product R & D design process through exploring the product structure, material, technology and product market positioning and cultural connotation, so that the products designed are truly creative and even more timely."

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< p > Wenzhou has a very good fashion industry. Clothing, shoes, belts, glasses, lighters and so on, how to combine traditional industries with fashion elements, make products more fashionable and more high-end, Wenzhou is not far away from "fashion capital".

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