Gorgeous samples created in Shenzhen

In March, the first Shenzhen Fashion Week hosted by the Shenzhen Municipal People's Government was unveiled at OCT Happy Coast. The original brand debut, fresh and innovative design, and fashionable runway show were comparable to Paris, Milan, London, New York and other top international fashion weeks are comparable. For a time, Shenzhen has attracted the attention of the world.

Chen Biao, vice mayor of Shenzhen, spoke highly of the Fashion Week: "This year's Shenzhen Fashion Week is a world fashion and aesthetics event that highlights international cooperation, promotes the innovation and development of original designs, and creates fashion for all. It shows the influence of Shenzhen's fashion industry at home and abroad, and vigorously promotes the in-depth development and all-round integration of Chinese and foreign fashion industries and related industries; fully highlights the brilliant and colorful Chinese clothing culture and outstanding achievements in the development of the industry. Shenzhen's city image of 'fashion, innovation and vitality' has effectively promoted the industrial transformation and upgrading and the internationalization of Shenzhen."

The garment industry is an important advantageous industry in Shenzhen. With the rapid development of Shenzhen's economy, Shenzhen's garment industry has completed The comprehensive upgrade from product manufacturing to brand operation has realized the accelerated transformation from industrial cluster to "fashion Silicon Valley", which can be called a gorgeous sample of China's manufacturing strategy upgrade.

From export processing to self-owned brands

Data show that in 2013, China's apparel exports amounted to US$177.4 billion, accounting for 38.5% of global apparel exports. Among them, Shenzhen's garment production accounts for half of China's total garment production.

my country's textile and garment enterprises are mainly small and medium-sized enterprises, and more than 95% of them produce low-end OEM products. Ten years ago, Shenzhen's clothing enterprises almost exclusively depended on exports for a living. Although a considerable part of the dazzling well-known clothing brands in international fashion capitals such as New York, Paris, Milan, and London are "Made in Shenzhen", they have always been Since then, Shenzhen enterprises at the low end of the industrial chain have very weak bargaining power with foreign manufacturers, and they can only watch the big international brands earn high profits.

With the soaring labor costs, changes in the economic structure and the rise of the low-cost garment industry in Southeast Asian countries, the low-end model of processing and OEM production has been further severely impacted. It has reached the threshold of "change will prosper, unchanged will decline".

The Shenzhen Municipal Government is deeply aware that only by transforming and upgrading, and creating its own brand, can it gain a foothold in the rapids. Therefore, supporting policies such as "Several Opinions on Supporting the Development of Industrial Cluster Bases" and "Several Opinions on Transforming and Improving Our City's Advantageous Traditional Industries" were issued, creating a good development environment for garment enterprises. At the same time, increase the financial support for technological transformation, support technological innovation and technological transformation of enterprises; promote the implementation of the independent brand cultivation plan, and encourage brand building to enhance the added value of products.

With the full support of the government, Shenzhen garment enterprises have embarked on the development road of creating high value-added independent brands and striving to achieve transformation and upgrading. Shenzhen local brands such as Yizhihui, Martino, and Pink and Blue Wardrobe, which have shined in this fashion week, are outstanding representatives.

Transitions are painful and difficult. For more than ten years, Shenzhen clothing industry has been committed to building "famous" projects - famous brands, famous enterprises, and famous teachers. The brand value of Shenzhen clothing has been continuously accumulated and upgraded, and its independent innovation ability and market competitiveness have been rapidly enhanced. After nearly 20 years of hard work, Shenzhen clothing's own brand has become the most important intangible asset of the company, and the brand contribution rate and brand influence have increased year by year. Shenzhen's garment industry has finally completed a reborn transformation, upgrading and a gorgeous turn. This is not only due to the company's keen market economy awareness, the bridge role of industry associations, but also the government's high attention.

From passive imitation to design innovation

Shenzhen is a city full of creativity and passion, with huge innovation potential, amazing development speed and a vibrant young population. Shenzhen took the lead in developing modern design in China. A strong atmosphere of innovation, advanced development concepts, and a thriving design industry have formed a strong local design force. In 2008, Shenzhen became the first "Design Capital" in China and the sixth in the world as recognized by UNESCO, which is the recognition of the international community for Shenzhen's long-term adherence to the strategy of independent innovation and the development of cultural and creative industries.

"Advocating creativity, encouraging diversity, and tolerant failure" is the long-term concept of Shenzhen's creative industry development. After winning the title of "Design City", Shenzhen established a statutory "Creative Design Day", creating a precedent for China's industrial policy. In Shenzhen, every year, works have won international design awards. It is worth mentioning that Shenzhen's design industry has not embarked on the path of "self-appreciation", but has been closely integrated with manufacturing and has cultivated a large number of outstanding designers and design enterprises.

The clothing industry, rooted in the "City of Design", has a unique environment for design innovation, and a group of cutting-edge personalized brand designers continue to emerge, boosting the rapid progress of Shenzhen clothing brands. Shenzhen local brands represented by Martino have never given up their international ambitions, forming a trend of exploring overseas markets and striving to create national brand value at the high end of the value chain. With the continuous increase of international promotion, Shenzhen has already attracted the attention of the international fashion industry. "We have been following the international stage before, and now the attention we have won has come to create a stage by ourselves and launch our own designers and local independent original designs." said Shen Yongfang, president of Shenzhen Garment Industry Association.

From industrial clusters to "Fashion Silicon Valley"

In 2003, in order to implement the development strategy of promoting high-end and agglomeration of the clothing industry, and to strengthen the cluster development and scale effect of the clothing industry, Shenzhen The government has passed the "Several Opinions on Supporting the Development of Industrial Agglomeration Bases" to prepare for the establishment of a "Shenzhen Garment Industry Agglomeration Base" in Longhua New District, where famous clothing companies such as Marsfield, Gelisi, and Naers are all located. This move has become an important milestone in the development, transformation and upgrading of Shenzhen's garment industry.

In 2011, in order to further develop the fashion and creative industry, the Shenzhen Municipal Government re-planned the surrounding area of the "Shenzhen Garment Industry Cluster Base" and proposed the concept of "Fashion and Creative City", which was listed as the city's "Twelfth Five-Year Plan". Iconic project. This means that Shenzhen has transformed from the clothing manufacturing industry to the clothing fashion creative industry and cultural creative products.

The exploration and layout of Yizhihui on the road of platformization can be regarded as a model for the transformation and upgrading of Shenzhen's clothing industry: the business framework of clothing, modern media, and creative culture has initially formed; a creative industry with incubator functions The park is already in operation, providing a physical platform for the integration of the fashion industry chain; the "Internet +" model combining O2O online and offline is about to emerge...

With the joint efforts of all clothing practitioners "innovative", today's Shenzhen, The clothing industry is no longer a simple low-end manufacturing industry of "a piece of fabric and a pair of scissors". It is a fashion industry that integrates design, innovation, creativity and technology. A gorgeous sample.