Xinshen Group: Let Flax Go To Fashion T Stage.

Xinshen group was founded in 1988, originally producing silk. Now it has become a group leading enterprise integrating flax design, research and development, production and service.

For many years, Xinshen group has been committed to promoting flax culture, and promoted linen fabrics to thematic and serialization, enhancing flax brand value, supplemented by business mode innovation, so as to meet the needs of domestic and foreign brand merchants and users for high quality and high added value linen fabrics.

Linen is relatively coarse in many people's eyes, and it seems to be out of touch with fashion.

Wujiang Xinshen group has strengthened its cultural and creative design, so that linen fabric products have entered the fashion circle and embarked on the T stage.

They produced linen fabric sofa covers, and even watched by soccer superstar Beckham and put them into the living room.

Because of the creativity, the sale of linen fabrics in Xinshen group has a "slow season" to the "peak season".

Innovation makes linen fabric feel like silk.

In China, linen has a long history and is more popular.

Until the song and Yuan Dynasties, the linen cloth was gradually replaced by the same popular cotton cloth.

With the development of chemical fiber industry, people's clothing and fabrics have undergone rapid changes.

However, the abrasion resistance, heat resistance, hygroscopicity and air permeability of chemical fiber fabrics are relatively poor. Today, advocating green and returning to nature, both brand businesses and consumers are increasingly concerned about green, organic and environment-friendly materials such as linen, cotton, cotton and linen.

Chairman of Xinshen group

They have been producing linen fabrics since 2002.

At the very beginning, because Westerners preferred this fabric, their products were all exported, and the annual sales volume was more than 12 million meters. Therefore, the group has become the largest linen fabric manufacturer in China, and has won the title of "China's ten largest Flax Company" for many years.

With the change of the international economic situation, the overseas sales of linen fabrics have been gradually decreasing in recent years.

The West does not brighten the East.

In 2008, the China hemp textile industry association put forward the proposal to expand the domestic demand market, and the new Shen group responded immediately.

Since then, we have strengthened the publicity of flax culture and made people aware of the advantages of linen fabric, which has become an important task for Xinshen people.

In the eyes of domestic consumers accustomed to silk fabrics, linen fabrics are good, but there is also a shortage, that is, the appearance is relatively coarse, easy to wrinkle, and the handle is not smooth enough.

Li Jianfeng soberly recognized this: we must innovate, otherwise we will be eliminated.

He said: "the goal of the new Shen is to let.

The appearance and feel of silk are comparable to that of silk. "

After technical research and internal management, the quality of linen fabrics in Xinshen group has been getting smaller and smaller.

These fabrics are also waterproof, and the products are not easy to damp or dirty.

In the era of emphasizing individuality, we can not attract consumers' attention just because of fabric innovation.

Xinshen decided to make an article on the processing design of linen fabric, so that linen fabric products became "a big fan".

Design requires talents. At that time, the talent pool of Xinshen group is insufficient. What can we do? Opportunities are always left to those who are prepared.

In 2011, organizers of the Dalian fashion week eagerly looked forward to some unique costumes with unique features.

To this end, the Dalian Institute of technology Clothing Institute Mu found the new Shen group, hope to join hands, with linen fabric as the basis, in Dalian fashion week to launch new clothing.

Before, the Dalian Institute of technology Clothing Institute has contacted several other enterprises, but the conditions are not mature.

Xinshen realized that cooperation with designers in Colleges and universities is a shortcut for enterprises to improve their design capabilities and achieve pformation and upgrading.

The two sides reached a cooperation agreement on the spot. The Xinshen group also donated more than 1000 meters of linen fabric to each other.

As a result, the garments made of these fabrics were launched in Dalian fashion week.

Since then, the Xinshen group has established a flax cultural creative team including creative design, fashion trend publishing and Sun Lin design studio through recruitment, outreach, introduction and cooperation. The linen fabric designed has appeared in the 2013 Jiangsu International Fashion Festival and the Shanghai fashion week 2015.

To this end, China's textile industry association has signed an agreement with Xinshen group to entrust Xinshen group to launch fashion trends in China's top Mercedes Benz China International Fashion week for five consecutive years.

In March this year, the new Shen group product first landed in the fashion week. It was displayed in the name of "new Shen linen Sun Lin" Secret Forest fashion trend. It combined the Chinese classical aesthetics with modern fashion elements. It not only caused a sensation in the spinning circle, but also created a sensation in fashion circles.

In October 17th, the "The Wandering Noble" flax fashion show was launched again in the fashion week of Shanghai. The national culture and green natural flax were integrated into the designer's creative ideas, which made guests and spectators both at home and abroad amazing.

After the design, the new Shin group's linen fabric has been growing into a variety of garments. Besides the casual wear in different seasons, there are also kinds of travel wear, yoga suit, running suit, kimono, children's clothing and so on.

Bags, shoes and hats, curtains, sofas, tablecloths, tablecloths, car cushions and other linen fabric products have also sprung up, expanding the scope of the market supply, favored by customers at home and abroad, and even football superstar David Beckham also bought the sofa sets of new Shen group linen fabric.

A series of efforts to make Xinshen group pleasantly surprised to find: the first half of the year is linen fabric in the off-season, but under the promotion of creative design, it has become a busy season. The total sales volume of linen fabric has been stable in the international market, and thirty or forty processing enterprises have been brought up.

Taste the sweetness of creative design

In the 2013 year, the staff called on the design to invest in the flood of entrepreneurship and innovation. The specific way is to mobilize the staff to make linen fabrics into different styles of products, open shop and sell them on Taobao, and share profits with everyone.

Today, in the 1100 employees of the Xinshen group, the workshop staff, craftsmen, salesmen and so on are all designers, the number is equivalent to 10% of the total, and the group corners are all hit by customers, with an average of 200 new products being launched every month.

Li Jianfeng said frankly that their design services are free of charge, but they can enhance brand value and promote fabric sales.

Just like vegetable suppliers not only sell vegetables to you, but also introduce the cooking methods and meticulous service for you. Customers naturally prefer to choose you.

In order to allow more employees to devote themselves to creative design, Xinshen Group invested in the construction of flax culture creative design center in May 2015, with a floor area of 6000 square meters, including the flax culture exhibition center which was put into use in August and the linen archives in preparation.

The exhibition center displays the image of the original linen design product by the terminal, attracting many brands to choose their favorite styles and customize orders.

Flax culture and creative industries are constantly integrating into the new concept of big brands to create a new driving force for the development of the linen textile industry.

Li Jianfeng said that now is the era of sharing the economy and creating an economy. What I sold before was what I needed to help you design and process.

For more information, please pay attention to the world clothing shoes and hats and Internet cafes.