China Keqiao Fashion Index Operation Report Released In 2018!

Fashion Keqiao

China Light Textile City is located in Keqiao street, Keqiao District, Shaoxing City, Zhejiang Province, adjacent to Keqiao ancient town. It is the largest and most diversified textile distribution center in the world. It is the first professional market in China. In recent years, Keqiao has insisted on the joint development of industry, market and urban construction, and vigorously promoted the two pioneering work of China Textile City. According to the data, in 2018, China's textile city group realized a turnover of 180 billion 838 million yuan, an increase of 10.1% over the same period last year, and the volume of transactions in the textile city online market was 42 billion 40 million yuan, an increase of 38.43% over the same period last year. The total turnover of the two markets under the online and offline markets reached 222 billion 878 million yuan, a new record high. In 2019, we will continue to push ahead with the action plan of "Silk Road Keqiao's global coverage", and strive to build an open, fashionable, intelligent and high-end modern textile city.

Keqiao is known as "a city on a piece of cloth". Today, this cloth is booming through the empowerment of fashion creativity, accelerating the process of Keqiao from the world processing plant to the global fashion source. Open up the prelude of Keqiao fashion activities in 2018, set up the keynote of the year's activities, divide 2018 into four themes: "innovative fashion", "multi fashion", "dynamic fashion", "interconnected fashion" and so on. It will be designated as "brand release day" on the 8 day of each month, and the "design exchange week" will be held on the fourth week of each month. We must firmly grasp the strategic positioning of the district government's "leader of Shaoxing's big city construction, connect the bridgehead of Shanghai Hangzhou metropolis circle" and "the monthly exhibition and fashion day". We will further enhance the strong atmosphere of Keqiao's new "cloth" bureau and launch a new international layout along the "one belt and one road" to build a new brand of "creative policy source". The theme of "everyday fashion" was released in 2018. In 2018, the new upgrade of "Ke Shi Qiao Shang Zhou" was held in the spring and autumn two seasons on the basis of one year's one season. Meanwhile, the fashion week (spring) was held for the first time in 2018. A total of 11 activities were held in the seven exhibitions of two exhibitions and two exhibitions, including the trend release, the fashion show, the design exhibition and the event promulgation. The audience participated in the exhibition at more than 3600 times, and the fashion creative industry ushering in a new spring.

In 2019, Keqiao will continue to carry out the "daily fashion" plan through the four modules of the "interconnected fashion season", "multi fashion season", "innovative fashion season" and "dynamic fashion season". It will include more than 50 activities such as the second world cloth merchants conference and the 2019 Asian Textile Conference.

Survey of fashion index in Keqiao, China

The "Keqiao fashion index of China" (hereinafter referred to as "Keqiao fashion index") follows the modern statistical index scientific principles, the index compilation method and the comprehensive evaluation theory. Combined with the current development of Keqiao fashion textile industry, based on the reasonable selection of relevant indexes of Keqiao fashion index, scientifically determines the category weight, and designs the comprehensive index, including the Keqiao fashion index system, data acquisition system, index calculation model, and index compilation process, etc.

"Keqiao fashion index" index system includes Fashion creativity index, fashion activity index, fashion promotion index and fashion evaluation index The four modules are based on the fourth quarter of 2015 as an index base, updating the index value every quarter, and researching and releasing analysis reports according to the performance of all levels of indicators. The index weight of the four modules of the "Keqiao fashion index" is accounted for in Figure 1.

Figure 1 Keqiao fashion index category weight ratio chart

In the 1-4 quarter of 2018, China's Keqiao fashion index closed at 129.13 points, 135.69 points, 147.09 points and 144.07 points respectively, showing a difference of 1 from the previous two years, showing an upward trend in the first three quarters of 2018. The fourth quarter's decline was mainly due to the reduction of the weight of the pattern version.

Figure 2 China Keqiao fashion index chart

(1) the overall trend of the fashion creativity index.

The fashion creativity index system includes The number of fashion designers, the number of new flower types, the number of creative products and the number of creative enterprises. The four index, the index value is obtained by the comprehensive weighting of the four, so that the government and enterprises can intuitively understand the development status of Keqiao fashion textile creative enterprises. The weight of the four indicators is shown in Figure 3.

Figure 3 weight index of fashion creativity index

In 2018, the Keqiao fashion creativity index rose overall. The fourth quarter was affected by the pattern weighting, and the index dropped to 135.81. The decline was 19.76%, down 0.18% from the same period last year. Keqiao textile creative industry is the key path of transformation and upgrading of Keqiao's traditional textile industry. After years of cultivation and development, Keqiao has already formed a fashion industry ecological chain with textile creativity as its core. Now, as one of the five largest billion industries in the Keqiao area during the "13th Five-Year" period, it has become a new growth point for Keqiao's economy.

Figure 4 trend chart of fashion creativity index

1. the number of fashion designers is rising slowly.

In 2018, the number of fashion designers in Keqiao increased slowly and then stabilized. As of the fourth quarter of 2018, the Keqiao fashion design talent index closed at 120.08 points, an increase of 2.40% over the same period last year. From the trend of fashion design talent index to the first stage, the number of fashion designers in Keqiao has basically reached a relatively stable state in the process of increasing.

2018 is the first year of the implementation of the "monthly exhibition and fashion day" program in Keqiao district. Through the implementation of the key fashion projects, designers' recruitment and cultivation, and the implementation of fashion activities, 15 textile professional exhibitions including textile materials, fabrics, curtain windows, mechanical equipment and so on were held throughout the year. There were 66 fashion events such as brand publishing, design communication, fashion salon, forum competition and so on. Through these exhibitions, the number of fashion designers in Keqiao has slowly increased and gradually stabilized.

Figure 5 trend chart of fashion design talent index

2. new flower launch index high callback

In 2018, the number of new flowers launched a number of shocks upward, the first three quarters of the road soared, in the third quarter hit a high point, at 278.32 points, compared with the previous quarter rose 82.80 percentage points, or up to 42.35%; in the fourth quarter, due to the reduction in the number of pattern version, led to the new flower index launched a number of callbacks, the index closed at 169.98 points, down 39.29%, a 9.64% increase over the same period last year, the contribution to the fashion creativity index 57.79%, is the main factor driving the downward trend of fashion creativity. Overall, the enthusiasm for research and development of creative enterprises in 2018 is higher than that in 2017. Although the fourth quarter has been declining, R & D enthusiasm has not been reduced. The pattern of textile fabrics is a very important factor in whether fabrics can be sold well. Therefore, the innovation of patterns plays an upward role in the management of creative enterprises.

Figure 6 new flower index chart

3. creative product turnover index continues to decline

In 2018, the number of creative product transactions has been on the decline since the beginning of the year. In the fourth quarter, it fell below 100 points for the first time, and closed at 94.29 points, down 6.11%, down 9.23% from the same period last year, narrowing. Judging from the overall trend, the number of creative products in Keqiao in 2018 was less than that of last year. This requires the major creative enterprises to focus on developing creative products that meet consumers' tastes and expand the volume of creative products.

Figure 7 index chart of creative product turnover

4. the number of creative enterprises is increasing exponentially.

In 2018, the number of creative enterprises increased exponentially. As of the fourth quarter, the number of creative enterprises reached 140.80 points, or 1.40%, up 7.51% compared with the first quarter, while 7.34%, compared with the same period last year, but the overall number of creative enterprises in 2018 was better than that in 2017. According to the sub index of quantity index of creative enterprises, in the first half of the year, the index number of enterprises entering the creative garden was better than that of the introduction of creative park enterprises. This shows that the district attaches great importance to the introduction of creative enterprises.

Figure 8 trend index of index number and classification index of creative enterprises

(two) the overall trend of the fashion activity index is rising.

Fashion activity is the basis for maintaining the vitality of a region and product innovation. The fashion activity index focuses on the brand's market performance. The proportion of new product sales, the number of fashion platform expansion, the brand's transmission costs, the number of electricity suppliers and the proportion of enterprise cooperation. These five dimensions reflect the creative ability and creative thinking of Keqiao textile fashion industry in creating enterprise brand and innovative operation mode. The weights between the five subdivision indices are shown in Figure 9.

Figure 9 fashion activity index category weight weight ratio

In the fourth quarter of 2018, Keqiao's fashionable activity index closed at 141.03 points, up 4.49% from the same period last year, down 11.49% from the same period last year. From the trend of Keqiao fashion activity index in 2018, the general trend is similar to that in 2016 and 2017, but the overall performance is weak. The trend of convergence is obvious, and the fashion activity needs to be strengthened.

Figure 10 trend chart of fashion activity index

1. the operation index of electric power providers is generally running periodically.

In 2018, the index of electricity supplier operation was generally running in a cyclical way. Among them, in the second quarter of 2018, the electricity supplier operation index broke through the rules and fell to 171.97 points, a decrease of 18.07 percentage points, mainly affected by the decline of electricity supplier sales, but the number of business enterprises is still increasing. The third quarter has picked up. In the fourth quarter, it closed at 236.83 points, a 37.50 percentage point increase, or 18.81%. Compared with the same period last year, it dropped by 82.27 percentage points, or 25.78%, and the electricity supplier operation situation was less than that of last year.

Figure 11 electricity supplier operation index chart

From the classification index of electricity supplier operation, the number of e-commerce enterprises increased continuously in 2018. The index rose from 116.54 points in the first quarter to fourth points in the fourth quarter, and 120.99 points in 2018.

Fig. 12 trend chart of classification index of electricity suppliers

In 2015, the China Textile City's cross border electricity supplier industrial park with a total investment of 900 million yuan was set up. At present, the development of cross-border electric business in Keqiao district is developing rapidly. In 2017, the online trading volume of the park enterprises exceeded 1 billion 200 million yuan, relying on the platform trading volume of 2 billion yuan, 2 enterprises have successfully declared the Zhejiang e-commerce training base, 4 enterprises listed three new boards and four new boards. According to reports, the two phase of the Keqiao cross border electricity supplier Industrial Park in the future will introduce more than 30 large e-commerce enterprises, attracting more than 200 enterprises to enter, generating 1 to 3 Internet listed and quasi listed enterprises, and 3 to 5 companies in the industry with the top 10 in the field of Internet segmentation, with a turnover of more than 50 billion yuan. Keqiao district also proposed that "the textile and garment foreign trade enterprises in the region will have over 90% of cross-border electricity suppliers by 2020" and make every effort to create a new height of e-commerce.

2. fashion platform expansion index stability

In 2018, the overall trend of the fashion platform expansion index was slightly concussion, maintaining stable operation. In the fourth quarter of 2018, it closed at 104.44 points, a 1.65% lower than the same period last year, a decrease of 1.65% compared with the same period last year. In view of this, the Keqiao fashion platform is expanding in a wavy way, upgrading the fashion image and urban taste of Keqiao through the expansion of the fashion platform, and promoting the diversified development of Keqiao's textile, fashion and business.

Figure 13 trend index of fashion platform expansion

3. new product sales volume index slow down

The new product sales share index shows the innovation and R & D intensity of Keqiao textile products, and is a key indicator to reflect the fashion activity in Keqiao.

In 2018, new product sales accounted for a downward trend, the index closed at 111.66 points, a 1.19% decline, a decline compared with the first two quarters of expansion, but up 2.81% over the same period last year. Overall, sales of new products in 2018 were better than last year, and Keqiao's fashion industry is in a good market.

Figure 14 trend of new product sales index

In 2018, China's textile city group realized a turnover of 180 billion 838 million yuan, an increase of 10.1% over the same period, and a good record. However, the trend of new product sales share index needs to be vigilant, so as to avoid falling even lower.

4. overall corporate cooperation index

The index of enterprise co operation includes two sub indices, namely brand sales volume ratio index and brand enterprise ratio index, which is used to reflect the recognition degree of brand enterprises to Keqiao fashion textile products.

In 2018, the overall trend of corporate cooperation index fell downward, reaching 104.14 points in the fourth quarter, the lowest in nearly three years, a slight decrease of 1.63% in the annulus, a 4.77% decrease compared with the same period last year. From the index trend reveals that the current situation of enterprise cooperation is not as positive as before.

Figure 15 enterprise cooperation index trend

From the point of view of the index of enterprise cooperation, the brand enterprises accounted for the stability of the index. In addition to the 109.84 quarter, the other three quarter indexes were reported at around 110 points, basically unchanged. Brand product sales accounted for the downward trend of the index, leading to a downward trend in the proportion of enterprises, a key factor in the fourth quarter, reported at 96.45 points, fell below 100 points, a decline of 3.70%.

Figure 16 enterprise cooperation ratio index

5. brand communication cost index highlights

Brand communication is the main way for enterprises to become famous and enhance brand value. The brand communication cost index is used to reflect the strength of enterprises' brand creation. It is an integral part of the Keqiao fashion activity index.

In 2018, the brand communication cost index increased overall, showing a bright eye. In the first three quarters of 2018, the brand transmission cost index went lower and higher, reaching a peak of 150.61 points in the third quarter, a rise of 9.56%, a fourth rise in the fourth quarter and a decrease of 1.57% at the 148.24 points, but still at a high level.

Figure 17 trend of brand dissemination cost index

More than ten Keqiao fabric enterprises, carrying more than 10000 high-quality fabrics, go into the MAGIC MAGIC International Clothing Fair (MAGIC SHOW) in the United States, the famous Shaoxing Keqiao fabric Museum, and the regional brand of "Keqiao China Light Textile City". The 2018 first world cloth business conference, which is the theme of "open, technology, fashion and green", is successfully held in Keqiao. More than 1000 textile industry elites from nearly 30 countries have gathered together. The Council of the world cloth merchants conference has been set up, and the "world textile business conference permanent venue - China Shaoxing Keqiao" has been held, and the action plan of "Silk Road Keqiao and the whole world" has been released worldwide, so as to further deepen opening up to the outside world. In the third quarter of 2018, the brand transmission cost index rose to its highest point last year, mainly due to the global textile network organization in the three quarter. In the fourth quarter, Keqiao fashion exhibitions continued to flow, but the overall scale was not as good as the third quarter.

To sum up, the spread of brand in Keqiao district is not stingy, and its investment is not bad. The echo is also very significant. It has a huge positive effect on Keqiao fashion brand communication.

(three) fashion promotion index is soaring all the way.

Keqiao fashion promotion index International exchanges and cooperation, exhibitors' participation and foreign stationed situation It reflects the promotion of Keqiao's government and enterprises to the fashion industry. The weight relationship between the three subdivision indices is shown in Figure 18.

Figure 18 weight index of fashion promotion index

In 2018, the Keqiao fashion promotion index rose sharply and was in good shape. It reached a record high in the fourth quarter. The index closed at 162.04 points, up 14.87 percentage points, or 10.10%. Compared with the same period last year, the index increased 5.69 percentage points, or 3.64%. This shows that the Keqiao government and enterprises attach great importance to the fashion industry in Keqiao, and vigorously promote the fashion industry.

Figure 19 trend index of fashion promotion

1. the number of international exchanges and cooperation increased rapidly.

In 2018, the index of international cooperation and cooperation increased rapidly. As of the fourth quarter of 2018, the international exchange and cooperation index closed at 183.33 points, up 16.66 percentage points from the previous quarter, or 10%, up 10% from last year. From the index trend and index value, the number of international exchanges in 2018 is frequent. The opportunity for Keqiao's fashion industry to show internationally is conducive to the internationalization of Keqiao's fashion industry.

FIG. 20 international exchange and cooperation index

In May 2018, the Secretary of the Zhejiang provincial Party committee in Keqiao reported that "Keqiao Textile City of China has insisted on reform and opening up to create the" international textile capital "for thirty years. The instructions are:" China Light Textile City "is a gold card for Zhejiang's reform and opening up, and efforts should be made to create the" international textile capital "in the new era. The instructions indicate the direction of Keqiao Textile City heading for the international market, and strengthen the determination and confidence to build the" international textile capital ".

2. the number of enterprises participating in the exhibition is up and down.

In 2018, the number of enterprises participating in the exhibition increased overall. In the fourth quarter of 2018, it rebounded and reported 141.67 points for the whole year, up 25 percentage points from the previous quarter, or 2.14%. The index value was unchanged from the same period last year. On the whole, Keqiao fashion industry exhibitors are more active in the fourth quarter.

The index of the number of exhibitors is composed of the index of local exhibitors and the index of the number of exhibitors attending the exhibition. It reflects the initiative of the enterprise's external publicity and promotion, and is an important part of the Keqiao fashion promotion index.

Figure 21 index of enterprise participation frequency

Judging from the trend of the number of local exhibitors and the index of the number of exhibitors attending the exhibition, it has always been in a state of high and low status. It may be that when the enterprises participate in the exhibition, the number of exhibitors in the field will be reduced. When exhibiting in the field, the number of local exhibitors will be reduced, but in the fourth quarter, the two will show an upward trend. This indicates that enterprises can not take full account of their participation in local exhibitions and exhibitions, but they are making every effort to make local exhibitions and exhibitions go hand in hand.

Figure 22 trend index of enterprise participating times

3. the change index of foreign stationed quantity is presented. U Type operation

In 2018, the number of foreign stationed volume change index showed an inverted U trend, which was in the upward trend in the first three quarters, and down in the fourth quarter. The index closed at 160.21 points, down 5.30%, and fell 2.94% from the same period last year. Among them, in the second quarter of 2018, the number of foreign stationed spots increased the most, and the index closed at 165.61 points, which is the highest point in recent years. It shows that foreign businessmen are optimistic about the development of fashion industry in Keqiao. They are very willing to join the fashion industry in Keqiao and share this big cake.

Fig. 23 trend of foreign resident quantity change index

The change index of foreign stationing quantity reflects the number of foreign businessmen in Keqiao fashion market through the number of offices, the number of registered companies and the number of people.

According to the classification index of the number of foreign stationed changes, the number of offices, registered companies and passenger index in 2018 is consistent with the change index of foreign stationing numbers. The first three quarters of the fourth quarter are up, and the specific index values are shown in Figure 24. On the whole, Keqiao has attracted a large number of foreign merchants to enter, and the current momentum is good. It has a strong push for Keqiao textile's future internationalization.

Fig. 24 trend of foreign resident quantity change classification index

(four) fashion evaluation index ripple walk

Keqiao fashion evaluation index is a questionnaire survey to a representative number of businessmen, business marketing managers and industry experts to investigate, through the preparation of the scoring table, from the popularity of Keqiao textiles, popularity, fashion, creativity, timing, the promotion of soft power changes in the way, the regional brand publicity and other aspects of the comprehensive evaluation of Keqiao textile industry and textile fashion.

Figure 25 trend of fashion assessment index

In the fourth quarter of 2018, the Keqiao fashion assessment index closed at 124.02 points, basically unchanged from the two quarter, rising 6.25%, up 7.18% from the previous year. The third quarter was reported at 116.72 points, with a slight fluctuation in the first quarter. On the whole, in 2018, the trend of Keqiao fashion evaluation index was wavy, fluctuating and fluctuating, not much more than that of 2017, but the overall situation was slightly worse. This proves that the market operators are generally satisfied with the evaluation of Keqiao textile industry and textiles, but they have weakened.