Shenzhen Garment Enterprises Embrace New Retail And Seek Breakthroughs Through The Fashion Industry Chain

With more than 1000 fashion brands, more than 3000 clothing and accessories companies, women's clothing in Shenzhen is a force that can not be ignored in the national clothing market. In the first tier cities in the country, there are more than 100 thousand counters, each selling 5 high-end clothing, and 3 from Shenzhen designers. However, in the face of the rising heat of the new retail scene, the transformation and upgrading of the industrial chain and the strength of the original brand of the international brand, how can Shenzhen women's dress break through?


In July 6th, the 2019 fashion Shenzhen Exhibition for three days and the nineteenth China (Shenzhen) international brand clothing and apparel fair ended. The reporter noted that in this exhibition, new fashion retail scenes such as intelligent photography robot, artificial intelligence textile and garment design platform, artificial intelligence fashion trend research tool are being highly praised. New technology is improving the efficiency of the fashion industry chain, and the industrial value chain of Shenzhen is still gathering. At the same time, the international competition and talent training mechanism is gradually forming to promote the original level of Shenzhen designers.


Qu Jian, vice president of economics postdoctoral research and Comprehensive Development Research Institute of China, said that on the basis of transferring low-end processing links, Shenzhen's fashion industry upgrading also depends on the improvement of fashion value chain, such as fashion public relations, fashion capital, buyer's order platform, information consultation, creative service, operation promotion and so on.


Fashion new retail helps upstream and downstream industry chain optimization


In this exhibition, more than 1800 exhibitors from more than 20 countries and regions participated in the exhibition. They held various fashion shows, forums, parties, parties and other fashion events, and held more than 100 events. There were nearly 500 commercial and trade docking activities. In the exhibition hall of the 2 hall of the exhibition center, the creative Hall of the big wave fashion town in Longhua, a photo robot with an area of only 8 square meters has attracted many spectators to queue up for the "art photo". The camera moves up and down the track, and it can take pictures of all kinds of scenes. With 5 kinds of light effects that can be sent out by the flash lights, it can instantly produce films, which can be completed by only one remote controller.


"This photo robot can reduce the cost of comprehensive shooting by 70%, greatly improving the shooting efficiency of models and photographers, and shooting professional photographers whose quality can reach 5 years or more." The director of the yespro intelligent photography robot exhibition booth said that this kind of photography robot can be used in the studio of the clothing enterprise and the image gallery of the shopping mall, and it can also provide rental services.


With the diversification of sales channels and the requirement of customer experience, more and more garment enterprises are applying new retail scenarios. From the 2019 Shenzhen fashion show, all kinds of fashion new retail scenes become a new highlight of fashion industry. From the very beginning, the fashion Shenzhen exhibition focuses on Shenzhen women's clothing to Shenzhen's clothing category and then to the fashionable lifestyle. It has been closely linked with industry and market development for 19 years. All kinds of art lectures and forums during the event are closely linked with the forward-looking development trend. Su Baoyan, consultant and former vice chairman of China Fashion Designers Association.


In addition to the innovative products downstream of the fashion industry, in the smart fashion area, the AI textile and apparel design platform plus artificial intelligence trend research tool can simply complete the design work of the fashion industry upstream. Artificial intelligence trend research tools use artificial intelligence technology to automatically extract fashion color information, smart matching fashion clothing styles, popular fabrics, and apply professional color system to automatically analyze the trend of fashion. The AI textile and garment design platform can learn the emotional themes and key colors of learning trends, and calculate the framework and the generation model of painting. Simple input of inspiration words, AI can create distinctive paintings and patterns.


Promoting fashion industry value chain resource gathering


In the fashion design industry, a number of Shenzhen enterprises have led the upgrading path by brand strategy, jumping into the industry champion, and become a powerful force to represent consumption upgrading and innovative supply. The data show that there are more than 1000 fashion brands in Shenzhen, and there are more than 100 thousand counters in the shopping mall of the first tier cities in the country, and 3 of the 5 high-end and high-end garments sold by Shenzhen designers. At present, many Shenzhen brands are seeking an industrial upgrading road.


Jiangxi Yudu fashion hall, located in hall 1, shows the Shenzhen brand winning fashion women's full channel smart custom production line. "Shenzhen winner clothing has shifted its production links to Yudu since 2012, and it has been produced by more than 3700 workers of its 11 brands." He Xinping, member of the Standing Committee of Yudu County Committee of Jiangxi Province, said in an interview that she hoped that more Shenzhen women's wear brands would go to Yudu to build processing plants. The transfer of production links to the mainland and the design and development links in Shenzhen are the embodiment of the transformation and upgrading of Shenzhen's fashion industry.


In the context of changes in the global supply chain system, the transfer of low-end processing links is far from enough for upgrading the fashion industry in Shenzhen. "In the face of change, we need to consider the problem of improving the industrial chain." Qu Jian said that the accumulation of resources in fashion value chain can drive the development of related industries such as technological innovation, cultural creativity and so on.


In March this year, Futian District launched the blockbuster fashion headquarters center development plan. It plans to build the Che Kung Temple area into a world-class Bay Area fashion center, and realize the resource gathering of international fashion magazines, media, fashion relations, fashion capital, fashion education, innovative R & D technology applications, buyers ordering platform, information consulting, creative services, operation and promotion. At the same time, it will take 3-5 years to achieve 15 to 20 new high-quality commercial fashion brands in the area, with a focus on cultivating 10 to 30 new designers.


In the big wave fashion Town, China's first gathering platform for the garment industry focuses on the incubator of the designer's growth.


Original design is in line with the market.


However, the process of brand growth is not easy. According to the insiders, young designers in Shenzhen and even the whole country have talent and dreams. But when they dream of landing, they often run into a wall: first, there are few opportunities for the capital market to give designers the chance to develop their brands. Most designer brands abort in their infancy. Two, the commercial value of designer brands can not be fully excavated, and can not meet the needs of ordinary consumers in daily wear, so it is easy to encounter bottlenecks in their development.


As a heavy activity of the 2019 fashion Shenzhen exhibition, the 2019YINGERPRIZE global women's fashion designer invitational tournament aims to help solve the above industry problems. Shenzhen brand video fashion group and Shenzhen Garment Industry Association jointly invite 40 new designers from 12 countries in the world. The winners can cooperate with the brand to develop the next season's joint capsule series, and sell them in limited edition.


"The lack of commercial landing is just a dream, and the lack of experience in the industry chain is the weakness of design development." Ji Wenbo, the top prize winner of the Chinese fashion design industry and the president of the Guangdong Fashion Designers Association, said that many independent designers had not known enough about the brand and the market during the appraisal process. "This competition let designers know clearly the requirements of the materials and arts version market of the big brands, and at the same time, introduce the inspiration of the global designers to serve our national design to the world well."


There are also many college students. "There are students from Saint Martin, Parsons and other top universities, and the industry information they get is helpful to their future development." Professor Xiao Wenling, deputy director and Secretary General of the Art Design Committee of the Chinese Artists Association, said Professor Xiao Wenling.


Bringing talent cultivation into the competition is a microcosm of Shenzhen's fashion industry connecting universities and markets. In June 13th, the Shenzhen International Graduate School of Tsinghua University signed the signing of the postgraduate experimental teaching base jointly built by the International Graduate School of Tsinghua University and the big wave fashion town of China. It will cooperate to develop high-level compound talents and jointly explore the new mode of "enterprise university government cooperation" and the new paradigm of professional degree education.


Dialogue


Ji Wenbo, the top prize winner of the Chinese fashion design industry and the president of Guangdong Fashion Designers Association,


Shenzhen brand needs international brand confidence


How can Shenzhen brand better occupy the international market? Ji Wenbo believes that Shenzhen women's clothing should be divided into brands, including market, personnel training and design. In addition, Shenzhen men's clothing is relatively short for women's clothing. "I hope more enterprises and designers can explore the development of high-end men's clothing in Shenzhen and play a complementary role with women's clothing. This is the law of the development of a brand.


Secondly, he thinks that the designer's design must be more consistent with the market reality. "Design and brand are all industrial behaviors, not just the realm of art and life, but the development of industry is inseparable from commercial behavior. So designers design products for the market.


Ji Wenbo believes that China's clothing market is too large, resulting in many brands because of the reasons for profit, the idea of developing abroad is not strong. "Some brands are initially internationalized, while others are developing to a certain extent before they are internationalized." He said, "in fact, some brands in Shenzhen are not inferior to those in foreign countries. The most important thing is that we need to have brand awareness, not only to make a show abroad, but to integrate the brand's strategy in the global market through a platform that can be propagated."


Ji Wenbo emphasized that brand confidence is very important for a brand. "Luxury brands abroad talk about history, family history and culture. The biggest difference between Chinese brands and foreign brands is that we do not have a sense of mission in culture, but more for our interests. Brand confidence is an important part of brand long-term development and internationalization.