Small Target Of "Liaoning Women'S Clothing City": It Has A Place In The National Women'S Clothing Industry.

As the carrier of industrial agglomeration, industrial parks are the backbone of the development of textile and garment industry, and also the mainstay of local regional economic development. Especially in the post epidemic era, the development of industrial parks plays a key role in the recovery of China's manufacturing industry and the overall economy.

In order to further understand the current situation and demand of textile industry parks around the country, help the park to tide over difficulties and deal with the measures to deal with the epidemic situation at the same time, at the same time, show the typical park's response to the epidemic situation. "The weekly magazine" set up the "depth of the park" column for the media platform, and interviewed the leading people in the textile and garment industry park to conduct in-depth reports to fully display the experience and achievements of the industrial park in the aspects of epidemic prevention and rehabilitation, investment promotion and so on.

Park archives

Name: Liaoning famous city for women's wear

Region: Zhongshan District, Dalian, Liaoning

Construction time: 2016

Characteristics: building China's women's clothing industry headquarters economy

"Zhongshan District intends to rely on the existing industrial base to build a garment enterprise headquarters, clothing creative, R & D, design, exhibition and marketing center. At present, Zhongshan district is investing in technology research and development, creative design and intelligent manufacturing of garment industry.

Zhongshan science and technology and industry in Dalian

Jiang Hongbo, director of Information Bureau

Speaking of Dalian, Liaoning, the industry will first think of Dalian Clothing Fair, clothing and fashion is the city's bright card. Dalian is a seashore city, where there are sea and waves. People all know that Dalian people are good "waves", "waves" in Dalian dialect is the love of beauty, love to dress up. Because of the fashionable genes, clothing has an indissoluble bond with the city.

For decades, with the unique geographical advantages, Dalian garment industry has built up a strong industrial foundation based on processing export. In recent years, significant progress has been made in the structural adjustment and transformation and upgrading of Dalian's textile and garment industry. Regional brand has been accelerated and the radiation effect of resource agglomeration has been continuously strengthened. Some local garment enterprises, relying on their continuous efforts and technological innovation, have achieved good brand recognition in Liaoning and in China. At the same time, under the positive guidance of the government and the unremitting efforts of the enterprises, the cluster and the park economy gradually gathering in Dalian are driving the rapid rise of Dalian's clothing industry. Dalian Zhongshan district "Liaoning women's clothing city" is a prominent representative.

"In recent years, women's clothing industry in Zhongshan has achieved rapid development and played a leading role in Liaoning." Jiang Hongbo, director of science and technology and Industry Information Bureau of Zhongshan District of Dalian, took charge of the women's clothing industry in the area. After the epidemic situation was stable, she went on a business trip and meeting to run for business. Affected by the surrounding epidemic, the export pressure of garment enterprises is huge. Jiang Hongbo is busy with epidemic prevention and control, project tackling and attracting investment.

Zhongshan district is the financial and commercial center of Dalian. Due to its geographical advantages, Zhongshan district has become the gathering area and the central business district of the garment industry in Dalian. As early as 2016, Zhongshan district was awarded the title of "Liaoning women's clothing city" by Liaoning textile and clothing association. Since then, the garment industry in Zhongshan has developed rapidly, the number of women's wear enterprises has been increasing, and women's clothing design and production have been fully leading, laying the leading position of women's clothing in Liaoning.

According to Jiang Hongbo, there are 40 key clothing enterprises and 13 brand clothing enterprises. Enterprises continue to focus on technology research and development, style design, emerged Si Fan, modern, Longsheng, Ren Ping, leisure cloud and a number of well-known brands nationwide, provinces and cities.

From foreign trade processing to private brand

The development of regional economy is inseparable from the promotion of leading enterprises, and the obvious signs of these leading enterprises are their own brands. Jiang Hongbo said that most garment enterprises in Zhongshan district started processing trade. With the development of the city, the regional advantages of Zhongshan district as a fashion culture center were highlighted. Due to frequent port and international exchanges, Zhongshan district is the best place for fashion consumption, which is very suitable for the development of brand clothing and "urban industry". The district government has identified the brand clothing as the leading industry of the urban light industry in this area, and has intensified the efforts of key support. It has promulgated specific measures to improve the soft environment, and has been trying to attract more domestic and foreign brand clothing to locate in Zhongshan District, thus promoting the formation of brand cluster effect.

Dalian Longsheng Garments Co., Ltd. is a modern fashion company specializing in the design and production of leather and woven jackets. Originally engaged in foreign trade processing business, with the accumulation of many years, Longsheng gradually developed the idea of creating its own brand. In 2011, relying on the global fashion design resources and intelligent information technology, the company made efforts to build a clothing custom brand Long-Sailing, and embarked on the development path of customized clothing brand new retail. In order to reflect the value of high-end customization, Longsheng specially invited Gucci, the chief designer of Junichi, is a leading brand designer, adopting green environmental friendly high-end accessories. In the production process, Longsheng developed customized production line with intelligent production and realized flexible production. As long as 10 working days, the product can be delivered to the customers. Its intelligent production line is the world's first production line for leather customization. After several years of hard work, Long-Sailing also boarded China's largest fashion T stage, China fashion week. Longsheng also focused on the international layout, established business ties with North America and Australia, and established 2 manufacturing plants in Burma. Because many customers in Europe and the United States, the company affected by the epidemic is great, but the company actively carry out self rescue, looking forward to a brilliant resplendence.

Dalian Modern Clothing Co., Ltd. was founded at the beginning of the agency to promote women's wear brands at home and abroad. Many years of sales experience laid a solid foundation for the company's brand creation. Its three brands include AI, E-LORRI AI Rowley and LORRI Laurie, forming brand clusters. The company is headquartered in Dalian, and has offices in Shenzhen, Korea and Beijing. There are nearly 150 stores in the company, with an annual production capacity of 300 thousand, and the total annual sales volume exceeds 130 million yuan.

Liaoning Dongyuan International Trade Co., Ltd. specializes in clothing production, processing and export business of men's suits, coats and knitted goods. It is a comprehensive foreign trade enterprise with R & D, production and sales, both internal and external trade as well as brand management. By the end of 2018, Dongyuan had 8 subsidiaries, three modern garment processing plants and nearly 3000 industrial workers. In 2018, the total sales volume has exceeded 1 billion yuan, and its performance has been steadily increasing and its scale is growing.

The Dalian Clothing Fair has created a number of Dalian's own clothing brands, and has also formed a regional brand gathering place. As early as in 2004, Zhongshan district held the fashion brand promotion activities on the theme of "fashion culture center and brand clothing highland" on the Dalian international clothing festival. 13 brand clothing registered in the middle mountain area fully displayed the elegant appearance of Dalian brand in the form of dynamic exhibition and static display. This is the first regional clothing brand promotion event held since the Dalian International Fashion Festival. Since then, the Zhongshan women's wear brand has been appearing at the Expo, showing the style of "Liaoning women's clothing city" to domestic and foreign merchants.

Excellent fashion designers stand out

With the upgrading of consumption, the garment industry has also been transformed. The implementation of brand strategy is the key to the development of every garment enterprise, cluster and park. The brand strategy of the clothing industry is the master, the big card and the big event. After many years of development, the "Liaoning women's clothing city" in Zhongshan district has also sprung up a group of excellent fashion designers.

Zhang Peng, a handsome young man, was also a professional model in 2008. He has been interested in clothes for 5 years in his modeling career. In 2013, Zhang Peng founded the same name brand JUMPER_. ZHANG. In the same year, the establishment of advanced customized workshops, after the establishment of the brand, the two quarter of the year issued the brand attention. In 2018, Zhang Peng represented Dalian and became the New York NASDAQ screen in Times Square. On November 2, 2019, at the closing ceremony of 2020SS China International Fashion Week, Zhang Pengrong, the youth costume designer of Zhongshan District, was named the twenty-fifth China top ten fashion designer. He has been highly recognized by the China Fashion Week Organizing Committee both in fashion design, fabric application and color matching.

On April 18, 2019, 2019 China Dalian Spring Fashion Week fashion night awards ceremony, Si Fan and Ai Luoli won the title of "excellent women's clothing brand" of the 2019 spring fashion week in Dalian. Shao Daxi, Ye Shufang, Zhang Zhang, the best fashion designer in Zhongshan District, won the title of "top ten designers in Dalian".

Turning to the growth of talents, Jiang Hongbo said that in recent years, the government has given strong support and assistance to the exploration and training of clothing design talents, not only in the annual fashion week of spring and autumn in Dalian, but also the stage to show the ability of costume designers, and the Dalian municipal government has revised the corresponding supporting policies and promulgated the "three products" of the Dalian consumer goods industry. Special action fund management measures. From the policy to the designer to give greater support, let the designer grow more smoothly.

In January 9, 2020, in the 2019 annual ceremony of the "three products" strategic achievement award ceremony of Dalian garment and Textile Association sponsored by the Dalian garment and Textile Association, the women's clothing enterprises in Zhongshan district gained a lot. Dalian Longsheng Garments Co., Ltd., Dalian Meng Dan Clothing Co., Ltd., Dalian Wan Dai clothing Limited by Share Ltd and other 3 enterprises were awarded the "2019 products" strategic achievement award of "quality stars" in Dalian textile and garment products in Dalian in 2019, Dalian Svan apparel Co., Ltd., Dalian Modern Clothing Co., Ltd., Dalian Fengyi Industrial Co., Ltd., Dalian Rui Bo commerce and Trade Co., Ltd. The industry won the 2019 annual award of "three products" strategic achievements of Dalian garment brand "brand star". Sunfed, Long-Sailing, E-LORRI, Renping, leisure cloud and other 5 brands won the "most popular brand"; Liaoning Dongyuan International Trade Co., Ltd., Wan Dai clothing Limited by Share Ltd, Dalian Longsheng Clothing Co., Ltd., Dalian Yi Ruifeng Trade Co., Ltd. and other 4 enterprises were awarded the title of "quality manufacturing enterprise".

Strengthening assistance mechanism to help enterprises resume work and resume production

It can be said that the middle mountain area is the birthplace of Dalian clothing, and also the leader of Liaoning women's clothing industry. There is a good saying: "Liaoning women dress looks at Dalian, Dalian women dress looks at Zhongshan", which is enough to see the status of women's clothing in Zhongshan district. Behind this, we can not do without the support of the local government.

"Despite the limited financial resources of the government, we still do our best to support enterprises in terms of capital and platform". Jiang Hongbo said that every time the Expo was attended, the "Liaoning women's wear city" exhibition area was equipped with special outfit, and the government assumed the cost of renovation. Enterprises participate in related exhibitions, and the cost of booth expenses is also subsidized. The government also organizes Shengze fabric enterprises to link up with women's clothing enterprises to reduce the cost of fabric purchase.

Affected by the epidemic, clothing enterprises in the region have encountered problems such as lack of epidemic prevention materials, insufficient liquidity, difficulties in financing, declining orders, and difficult export. Orders have generally declined by about 30%, and export orders are difficult to export. However, enterprises are not waiting to die. Instead, they purchase materials for epidemic prevention through various channels, so as to ensure the demand for re employment of enterprises. We need to reduce costs by reducing costs in various ways. Actively docking banks and other financial services institutions, and strive for liquidity loans. Under the premise of jointly coping with the impact of the epidemic, we actively negotiate and communicate with customers to stabilize the order needs of enterprises. According to Jiang Hongbo, up to now, the key clothing enterprises in the area have all resumed work.

At the same time, the district government also promptly rescued enterprises from the policy aspect. The introduction of policies and measures for supporting the stable production and operation of small and medium enterprises in Zhongshan area and the relevant implementation rules have played a supporting role in helping enterprises tide over difficulties. The district level policies and measures that have been promulgated have also been cashed in time, and the policy funds have been distributed to the maximum extent to alleviate the pressure of enterprise funds. In strengthening enterprise support mechanism, the government has strengthened the investigation and research of enterprises, guided enterprises to do epidemic prevention and control at the same time, investigated the development of enterprises, helped enterprises declare the upper three level policies, built up docking platform, and effectively coordinated and solved the problems and difficulties encountered by enterprises in the process of resuming production and resuming production. In order to alleviate the need for enterprises to alleviate the financing needs, the government collects the financing needs of enterprises, and actively publicize all kinds of preferential interest rate products during the bank epidemic situation, so as to help enterprises develop docking between banks and enterprises, and assist eligible enterprises to apply for loan discount policy.

Clothing positioning prominent design research and development, there is a small goal in mind.

Over the years, the "Liaoning women's clothing city" has been closely linked with the Zhongshan District of Dalian. However, the costumes of the middle mountain area believe that the influence of the brand in this area still has much room for improvement. From the scale of the industry to the speed of development, it is necessary to further improve, and the northeastern people know that they are buried in the hard work, but the brand awareness is still not comparable with that of the southern brand.

Jiang Hongbo admits that although the company has made great progress compared with itself, its brand influence in the district is not ideal. Compared with the southern Jiangsu and Zhejiang provinces and the Guangdong region, there is still a gap in brand awareness. The reasons are mainly that the investment in policy is not enough, and the upstream channels are not well developed. Dalian is a coastal city with poor land transportation and high cost of fabric procurement. It has always been a short board of Dalian's clothing industry.

Zhongshan district is the central city of Dalian, and more than 96% are the three industries such as finance, commerce and logistics. The development of industry should take advantages and avoid disadvantages. The orientation of garment industry should emphasize technology research and development, fashion design and display positioning. Jiang Hongbo told reporters that Zhongshan District intends to rely on the existing industrial base to build a garment enterprise headquarters, clothing creative, R & D, design, exhibition and marketing center. Especially as the central area of Dalian, there are many commercial buildings, which is more suitable for developing the headquarters economy of clothing industry. At present, Zhongshan district is investing in technology research and development, creative design and intelligent manufacturing of garment industry.

During the epidemic, garment enterprises are also trying to Internet marketing, through the live broadcast, carrying goods, net red and other means to expand sales channels.

Jiang Hongbo also stressed that clothing is a culture related industry. The essence of clothing is to have cultural connotations. Therefore, we should speak well on brand stories, cultivate brand awareness and accumulate our cultural elements.

"We have a small goal in mind, so long as we keep on doing it, we will have achievements and surprises." Jiang Hongbo's small target is that Zhongshan district will become a famous Chinese city of women's clothing one day.