Textile Industry Leveraging Fashion To Help Transform &Nbsp; China's Fashion Occupies The Global Context.

Shanghai needs "dating" fashion to enhance cities texture The textile industry needs "blending" fashion to achieve transformation. Copy Fashion achieves brand value leaps, and fashion as an industry urgently needs China's digestion. Originality " In the past week, many Chinese fashion designers launched the 16 round of fashion publishing with the theme of Chinese young designers and the release of China's outstanding fabric brands. Fashion wave 。 At the same time, guided by the China Textile Industry Association and the Shanghai Municipal Economic and Information Committee, the 2011 China fashion industry forum, jointly sponsored by China Fashion alliance and Shanghai Changning District government, discussed the "global context and Chinese value". Admittedly, fashion has come to Shanghai, but the brand growth environment is still weak, let fashion and Shanghai "remain aloof"; although garment enterprises have learned to copy "fashion", but the lack of original talents, still make enterprises and fashion. fuse There is no doubt that it will spoil the growth. In fact, the fashion industry is still one kilometer away from China.

　　 Policy makers say

Textile industry "blending" fashion help Transformation

The so-called global context, on the one hand, refers to what the whole world can understand and hear habits; on the other hand, it refers to this topic is the most concerned topic in the world at present. China's value is what the Chinese fashion industry can bring to the world in such a context.

Zhu Hongren, chief engineer of the Ministry of industry and information technology, said: "the development of fashion industry is just in time. China is entering the middle and late stage of industrialization, and fashion industry can emerge as the times require. The expansion of domestic demand proposed in the "12th Five-Year plan" will put the consumption of residents in a very important position. The fashion industry is in line with people's higher pursuit of a better life.

Fashion industry is a typical urban industry. It is a combination of various traditional industries, which crosses the boundary between high value-added manufacturing and modern service industries. The fashion industry covers many elements such as brand culture, design, technology, communication and service. It includes a series of links such as design, purchase, manufacture, promotion, sale, use, consumption, collection and so on. It is an effective combination of culture and economy, art and technology, brand and service. It is a brand new industrial concept and form produced under the new historical conditions.

"How can China's fashion industry play a greater role in the multi polar world fashion, reflect its unique value, and establish a more inclusive cultural and value system in the opportunities for economic growth? How can we build a strategic resource for connotative growth and the core carrier of international competitiveness through the layout of brands and different levels?" Liang Yong, deputy director of the China Fashion Federation, asked the first question.

Zhu Hongren told reporters that the development of fashion industry should focus on several tasks, especially the efforts to create independent brands. Independent brand building is an important way to promote the transformation and upgrading of the consumer goods industry, and is also an advantageous measure for changing the development mode of the textile and light industry.

"Besides, we have to create a fashion chain of consumer goods, fashion products are the ultimate consumer goods, but fashion industry includes processing, manufacturing, design and many other links. Only by promoting the effective integration of resources in textile and light industry chain can we promote the healthy formation of fashion industry. Zhu Hongren pointed out that in textile field, through the promotion and innovation of different links in the industrial chain such as fiber yarns, fabrics and garments, and actively joining and integrating, the fashion discourse right of the textile and garment industry can be molded.

In the upcoming 12th Five-Year plan of textile and light industry, there is a clear plan for cultivating the original fashion design strength. Zhu Hongren believes that we must cultivate talents of design actively and lay a solid human resource foundation for the development of fashion industry. At the same time, we should speed up the construction of public service platform, actively create R & D design service platform, public information service platform, talent service platform, brand promotion service platform, increase the guidance and support for consumer brand construction, actively support brand enterprises to establish state-level enterprise technology centers, and prioritize technology progress projects.

Zhu Hong said: "we need to promote the integration of fashion industry and urban economy with the help of carriers. The development of fashion industry and fashion brand must rely on fashion city as the main carrier. The development of fashion industry and fashion brand will also play a positive role in promoting industrial upgrading and economic transformation of the central city. {page_break}

　　 Operator theory

Fashion enterprises "copying" fashion to promote growth

As for the transition of textile and garment industry to the fashion industry, the ideas and opinions of entrepreneurs are more micro and pragmatic. Zhou Chengjian, chairman of Shanghai Metersbonwe Limited by Share Ltd, believes that as a member of China's fashion industry, if a company continues to be a winner in a certain field and has a larger market share in the Chinese market, enterprises should not only be satisfied with the status quo, but should have a broader international vision and demand themselves with the highest standards in the world. Otherwise, enterprises will not be able to achieve sustainable growth.

However, Zhou Chengjian said frankly, compared with international brands, the innovation ability of Chinese enterprises still needs to be improved. He told reporters that although Metersbonwe was named "one of the ten most valuable brands in the world" last year, the reason for winning the award is more based on the great potential of the Chinese market. "Therefore, in order to realize China's value, we must constantly innovate." Zhou Chengjian said.

In addition, in the context of the rapid development of the Internet economy, Zhou Chengjian told reporters: "as a traditional fashion industry, we must adapt to changes in the consumption environment, adapt to the changes of the times, and seek new customers through innovation. So, we put forward "in the past, Metersbonwe is a traditional tailor and will become an Internet tailor" slogan.

Qiu Yafu, chairman of Shandong Ruyi science and technology group, believes that the transformation of China's fashion industry can start from several aspects. First of all, fashion is deduced with technology. "We are far away from Europe in terms of design creativity and brand history accumulation. Only with the accumulation of technology and manufacturing power accumulated over the past 30 years, can we have the opportunity to create a world brand."

"The use of technology to fashion fashions is fundamental to China's shortening the way to create fashion brands." Qiu Yafu further analyzed the integration of Chinese traditional culture and European culture, using European advanced design concepts to create products with Chinese cultural characteristics. In addition, green environmental protection is a brand new concept, and will lead the trend of the coming period. Chinese enterprises should seek opportunities from them.

However, Qiu Yafu said frankly: "the fashion industry needs to find the Chinese value in the global context. It requires patience, the need to cultivate internal strength, the accumulation of needed time and the accumulation of history. It also needs the help of the government, financial institutions and all aspects."

Wen Hao Feng, director of sales and business development in SWAROVSKI, China, also saw the problem of China's fashion industry. He pointed out straightforwardly: "now that some Chinese brands want to achieve greater value, they need only a simple" magic "to register as a foreign brand. In this way, the value of Chinese brands can be added to several zeroes.

"This kind of" magic "makes many Chinese enterprises heartbeat, but this is only a short-term effect, there is no possibility of sustainable development. Wen Hao Feng believes that in order to truly achieve greater value, Chinese brands should be combined with more Western cultures while respecting Chinese tradition and culture.

In the view of Yao Yingjia, vice president of Lenovo Group, "the operation, development and innovation of an enterprise are inseparable from talents. Therefore, enterprises should try to build a global network system to attract more talents with different growth environment and cultural background, so that enterprises can have a comprehensive judgement environment in the process of innovation. {page_break}

　　 Fourth dimensions

Shanghai has a long fashion with fashion.

"If any city in China is likely to become an international fashion capital, I believe it will be Shanghai!" according to Chairman of the international fashion color Committee Ornella Bignami, Shanghai not only has spacious shopping malls, internationally renowned fashion week, designer, but also has good fashion atmosphere, investment environment and fashionable consumer groups.

Data show that in 2010, the total output value of fashion consumption in Shanghai was 38 billion 692 million yuan, an increase of 30.6% over the previous year, with an added value of 10 billion 324 million yuan, an increase of 30.5% over the previous year. As of August 2011, there were 89 creative industries gathering areas in Shanghai, while 22 were dominated by fashion industry elements, accounting for 24.72% of the total.

　 Shanghai: fashion is beyond me.

"We are confident that in the process of promoting modern service industry and cultural creative industry in Shanghai, the development of fashion industry will become a very important link, and its growth rate will maintain a rapid growth." Shanghai economic and Information Committee inspector He Shouchang said, "Shanghai has become an international fashion capital with an undoubted advantage."

Bian Xiangyang, a professor at Donghua University, defined the fashion capital. He believes that fashion capital should have several elements: it must have its own unique culture and style, must be in the high-end position in the fashion value chain, and be decisive and oriented to fashion. In addition, the international fashion capital should have some distinctive behavior marks, including representative world-class brands, famous designers, and unique business practices.

"Of course, if we want to become an international fashion capital, the political, economic and cultural strength of this country and city must be strong, and we must have an outward radiation capability." Bian Xiangyang further analyzed that the international fashion capital is not only a fashionable metropolis, but also a center of international finance, economy, circulation, culture and art.

Regarding this, Kawamura Kotaro, a professional director of the Japanese Fashion Association, said: "Shanghai is the largest international city in Asia. If Paris is the fashion center of the world, Shanghai will undoubtedly become the fashion center of Asia. We are willing to work together with Shanghai to promote the development of Asian fashion industry. "

　 Fashion: Shanghai still needs to work hard

"In most people's eyes, Shanghai seems to be one step away from the international fashion capital." However, Bian Xiangyang told reporters that "this step is very critical, or that this step needs to go through all kinds of hardships, not only by the fashion industry itself but also by the whole society."

In fact, Shanghai has recognized the numerous difficulties that lie ahead. He Shouchang pointed out: "there are obvious deficiencies in the fashion industry in Shanghai. For example, the lack of local brands, the lack of brand enterprises, leading enterprises, fashion brands, and the lack of distinctive and irreplaceable characteristics, combined with their own cultural background of the local style of positioning.

In addition, Shanghai's lack of fashion talents, lack of leading figures, high level of creative designers, designers, management personnel, fashion industry chain resources integration ability is relatively weak, public policy and environment construction needs to be strengthened.

In view of these problems, Shanghai has formulated the development goal of the fashion industry, that is, taking the light textile industry as the direction, building the design capital as the turning point, strengthening marketing and design as the basis, taking the government's public service as the support, strengthening the docking of the local market with the international market, developing the diversified fashion products and related service groups vigorously, and realizing the transformation of the traditional consumer industries to the fashion industrialization with the characteristics of high technology and high value.

"We must combine the development of the international fashion capital and the international trend, and strive to build Shanghai into one of the fashion centers in Asia." Bian Xiangyang revealed to reporters that the specific path to achieve the above goals includes three aspects: first, relying on the four centers in Shanghai; two, giving full play to Shanghai's design advantages and Shanghai's local cultural characteristics, gathering and upgrading all kinds of resources to enhance functions and connotations; three, we should focus on the relevant links in the development of fashion industry, and establish a platform for public service with different positioning of fashion industry to complete the service system.