Be Strong And Original, Embrace Transformation From "Made In China" To "Designed In China"

Autumn and winter alternate, and the temperature drops precipitously. It's time to buy winter clothes. The recent "Four Seasons Green" is in full swing, and buyers are coming to shop in an endless stream.

Sijiqing Clothing Characteristic Street, a place with the reputation of "China's First Clothing Street", has 22 professional markets, nearly 15000 stalls, nearly 50000 employees, and an average daily passenger flow of 100000 people. It is one of the largest clothing distribution centers in China.

From environmental improvement to capacity upgrading, and then to the establishment of the clothing district industrial community in September this year, Caihe Street has built a complete set of service systems, so that "Sijiqing" has moved from the initial barbaric growth to benign competition and vigorous development. The "transformation" of the market is inspiring. At the same time, it is also worth thinking about how to grasp the transformation of consumption mode and maintain high-quality development trend.

Recently, Sijiqing Business Environment Advisory Group came to the block to visit the market and merchants. At the survey meeting on the same day, the head of the territory shared the development experience and put forward the problems encountered in the development. The experts of Sijiqing Business Environment Advisory Group actively discussed and felt the pulse to make suggestions for continuing to polish the gold lettered signboard of "China's First Clothing Street".

Strengthen originality and embrace transformation

From "Made in China" to "Designed in China"

"It's totally different from the messy 'Sijiqing' in previous years, which can be said to be refreshing!" "The sense of experience has been improved too much! The market feels like a high-end shopping mall."...... From the original base of Jiabao women's clothing, the members of the municipal business environment advisory team have sighed that the current 'Sijiqing' is in good order on the street, and the interior of the market is bright and clean, It is quite different from the impression that "although business is good, it is very noisy, crowded and noisy".

Although the market has taken on a new look, the Sijiqing Clothing District is also facing new challenges. The impact of the epidemic in previous years and the impact of new business types in recent years made this 35 year old market start to think about how to explore the road of transformation.

How to break the subject? The answer of the participants was to "strengthen originality and embrace transformation".

"Originality is the soul of clothing!" At the symposium, Zhang Yifei, a specially invited expert and former chief commentator of Hangzhou Daily, pointedly pointed out that "original design can not only enhance brand value, but also enhance the competitiveness of merchants. In the future market competition, original design will become the key to determine the fate of the market."

Zhou Yan, the relevant person in charge of Kunlong Garment City, who attended the meeting as a representative of the street market, also had a deep feeling: "Now people pay more and more attention to the sense of design and fashion when shopping for clothes, and have a strong preference for original brands. Not long ago, the Jiabao Children's Wear City in the same block actively transformed into the original designer base of Jiabao, and the sales volume doubled. This is a good example and gives us great confidence. We should be more determined to take the road of originality. "

In this regard, Ma Zhiqing, secretary of the Party Working Committee of Caihe Neighborhood, highly agreed: "We should not only be the 'first street of Chinese clothing', but also build 'the first street of Chinese original brands'. Next, one of our important actions is to lead by originality, transform the market into a breakthrough, and help the fashion industry of the block move from' Made in China 'to' Designed in China '."

At present, there are more than 5000 original brands in the block, among which, THAI CD, Hyun Goddess, Datu, Ji Sifan and other original brands have not only gone out of Hangzhou, but also gone overseas.

It is particularly noteworthy that Hampel International Group, which has been away from Hangzhou for more than 30 years, settled down to collect lotus seeds last year through targeted investment promotion. The J Market brand jointly created by Hampel International Group and Jiabao Group has become another beautiful new scene in the business circle. According to the development orientation, the original design elements are highlighted here, which is not only the promotion position for fashion brands, but also the platform for designers to select goods. It will also carry out salons such as industry training, trend sharing, etc. to link multiple resources.

What should we do to strengthen the original?

Grasp the two key points of "talent recruitment" and "property rights protection"

In the nearly three hours of symposium, the members of the municipal business environmental advisory group expressed their own opinions on how "Sijiqing" should take the road of "original leadership", and "talent recruitment" and "property rights protection" became frequent words at the meeting.

"Design talents are the source of innovation in the clothing industry." Lou Jianren, an expert of the Municipal Business Environment Advisory Group and the former director of the Municipal Science and Technology Commission, stressed that "excellent designers can help brands to create unique images, enhance brand popularity and reputation. More importantly, they bring new design concepts and technologies, which help to improve the design level and market competitiveness of products."

With the settlement of "Hampel", "Hampel Award" has also been awarded to the block, which is one of the most influential and longest lasting international fashion design competitions in China. Its holding will bring stable supply chain services and design resources to the street market, and attract more designers to enter and take root in the street.

"The 'Hampel Award' has a strong attraction for design talents, which is a good inspiration." Lou Jianren further suggested that "the block can attract outstanding designers and creative talents to participate in, select and cultivate new design stars by holding design competitions regularly. At the same time, I learned that the street is strengthening school enterprise cooperation, which can not only deliver more young blood to the market, but also use the resources of famous schools to open design training classes or workshops to improve the design ability of businessmen and designers in the market. "

"Without the protection of intellectual property rights, there will be no first-class development." Shen Ligang, an expert of the municipal business environment advisory group and the executive vice president of Hangzhou Small and Medium Enterprises Association, said bluntly, "The most fear of original design clothing enterprises is plagiarism. Once the burst is copied, the loss of the original author is difficult to measure."

In order to deal with this problem, Caihe Street, together with market supervision, justice, Yingke Law Firm and other forces, has set up an original copyright protection center in the block, which can provide digital filing, legal advice, mediation and rights protection services, and mobilize more than 500 merchants to sign the "Intellectual Property Protection Convention". The person in charge of the street said, "In the future, we will work together with all parties to continue to increase the protection of intellectual property rights and provide stronger support and protection for original design."

"Garment manufacturing should also embrace new quality productivity, and the blocks can actively introduce intelligent equipment, digital twin technology, AI design platform, etc." "While strengthening the real economy, we should also pay more attention to live broadcast, e-commerce, and embrace the integration of data and reality." "Hangzhou is the 'city of animation', and the white snake, black myth Wukong and other IPs have huge traffic, so the clothing industry can deeply integrate with these IPs and develop co branded products."...... The forum atmosphere was warm, and many insights were put forward.

In the summary speech, the participants reached a consensus that the transformation of Sijiqing Clothing District not only provided valuable experience for other traditional markets, but also injected new vitality into the entire clothing industry. It is hoped that "Sijiqing Clothing Characteristic Street" can maintain its current glory on the new journey, and continue to innovate and lead the trend, so as to bring consumers more high-quality and fashionable clothing choices.

(Source: Daily Business Daily)