Brand Competitiveness And Competitiveness Of Shenzhen Garment Industry

The "Shenzhen fashion week, Yun Xiu 2020 autumn and winter series", which lasted for 7 days, has come to an end recently. Its innovative "cloud watching and cloud ordering" cloud events have attracted more than 120 million people to watch. The total volume of video playing in the challenge topic has exceeded 1.3 billion times, which has triggered a "Shenzhen fashion" craze.

Shenzhen is the gathering place of China's clothing industry. In 2019, the total sales volume was about 260000000000 yuan, accounting for 10% of the total sales volume of the country, ranking the first among all the major cities in the country. How to realize steady development of Shenzhen clothing industry under the pressure of epidemic prevention and control has been widely concerned by all circles. Since this year, Shenzhen has shown a "concentric epidemic situation" from the government to the enterprises. The production situation of the garment industry has continued to be stable, logistics supply has been increasingly patency, and the industrial chain operation has basically returned to normal.

Pan Ming, President of Shenzhen garment industry association, told reporters that in recent years, Shenzhen garment enterprises are exploring the integration mode of online and offline, and actively grasp the greater right to speak in the domestic and international markets. This epidemic has accelerated this process even more.

In the South oil wholesale clothing market in Nanshan District, Ms. Zhang, who has just returned from the rental market, said she was working hard to find a live broadcast base for cooperation, hoping to increase daily sales through the way of live broadcasting with goods. "Many peers sell goods online, and their sales reach at least 40~50 yuan per day. Because the network cost is low, the consumer groups are more extensive, so online live broadcasting is better than entity. " Ms. Zhang said.

Not only are garment wholesalers moving online, but clothing companies are also actively exploring. Shenzhen pink wardrobe fashion Limited by Share Ltd (hereinafter referred to as "Pink Fashion") launched the BBLLUUEE poetry art aesthetics studio during the epidemic prevention and control, and finally achieved stable sales performance. It is understood that in April 30th, Pink Fashion launched the first "poetic art aesthetics live broadcast", through the pre broadcast pre-sale, real-time broadcast sales, VIP after the awakening to shop sales, and so on, overfulfilled the sales target in April.

In addition to the direct broadcast form, Shenzhen clothing industry manufacturers generally use WeChat's "cloud sales" form to maintain stickiness with new and old customers, so as to alleviate the sales pressure caused by the reduction of passenger flow under the line.

Strength manufacturers have formed a new channel of sales through the integration of online platforms. For example, the blue fashion, not only has the poetic art and aesthetics live broadcast room, but also includes the fashionable new style media matrix of the 15 million fans, including the fashion and wind WeChat public number, the poetry art aesthetics etiquette class, the vibrato number, and so on. It creates a unique experience of online warfare "epidemic" marketing. He also actively established "micro business + small procedures" to open up online and offline marketing channels. In March 10th this year, ELLASSAY, the main brand of WeChat, was stationed in the WeChat video number and became the first fashion brand in China to enter WeChat video. It also uses small red book and other platforms and live new ways to continuously upgrade the brand's public domain traffic and continuously enhance its stickiness with customers.

In addition to expanding sales channels, Shenzhen garment industry has also been innovating constantly according to market changes. In the fashion week of Shenzhen, in view of the public's attention to health and health after the outbreak, winning fashion pioneered R & D and launched the healthy black technology Koradior antimicrobial series clothing, which has been favored by the consumer market.

This innovative ability comes from a strong talent base. At present, more than twenty thousand garment designers in Shenzhen are active in the stage of fashion design, and have nearly 600 original designer brands. Among them, one of the largest garment designer platforms in the industry is the clothing platform, which is rooted in Shenzhen. The platform generates more than 10 thousand designs per day. More and more fashion brands in Shenzhen, such as Mass Phil, singer, Clay Till, Ma Tiannu, Hui, beat bran, and so on, have strong original design ability and have gone through a road of high quality development.

Shenzhen is also continuing to increase its policy support to the garment industry. In March this year, Shenzhen promulgated the "Shenzhen fashion industry high quality development action plan (2020-2024)". It proposed that by 2024, 2~3 hundred billion level and several billion level structural optimization and high degree of internationalization industrial clusters will be built, and initially become the leading and world-renowned fashion industry in Asia. With the support of policy, more and more clothing enterprises in Shenzhen are now applying the new generation of information technology, such as big data, artificial intelligence and cloud computing, to the processing of clothing products, opening a new direction for their own development.

Although the new crown pneumonia epidemic has brought great pressure to the development of the clothing industry in Shenzhen, since the reform and opening up, the garment industry in Shenzhen has experienced the development process from scratch, from weak to strong, from the low end of "three to one patch", "OEM" to "tree brand and brand name", and has strong vitality. With the continuous accumulation of core high-end resources such as R & D and creative design of Shenzhen garment industry, and the increasing activity of regional high-end fashion brands, the integrated development pattern of Shenzhen garment industry and economic activities such as product R & D, design, manufacture, brand, marketing and service has been gradually formed and will release greater energy for development.