Shenzhen Luohu Creates "Brand Dream Factory" To Lead Fashion

Luohu fashion night.

International consumption centers must be fashion centers.

This is true of Paris, Tokyo, and Hongkong, Shenzhen's close neighbor.

Developing fashion industry and building Fashion Center

Fashion culture leads and promotes the construction of international consumption centers. Luohu has a solid industrial foundation and prominent regional advantages.

Because of this, the municipal government formally entrusted Luohu with the task of building the international consumption center first.

Over the years, Luohu has been constantly combing the ideas of industrial development, actively introducing and cultivating fashion brands, vigorously promoting the development of fashion industry, and developing brand marketing and urban marketing in a timely manner. The outline of an international consumption center is gradually clearer.

Expanding fashion brands: forming a window of global brand aggregation

To build an international consumption center, the first is to expand.

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Brand and fashion are inseparable and complement each other.

It is possible for fashion to have a brand, and fashion relies on countless brands.

Fashion brands have been in Luohu for a long time.

The Luohu port and the Hongkong bridge, before the reform and opening up, the foreign fashion culture is the first fermentation in Luohu root.

The new generation of Shenzhen people may not be clear, Shenzhen's first three-star hotel Bamboo Garden Hotel, Ya Yuan Hotel, the first "three to one supplement" enterprise, the first McDonald's restaurant in China...

It all originated in Luohu.

Who can say, this is not brand, not fashion?

Entering the twenty-first Century, as soon as we entered Luohu, the breath of movement, fashion and vitality came to us.

After more than 30 years of development, Luohu has established a comprehensive commercial base and established a multi-level commercial network layout.

"Dongmen people south Baoan south" commercial Golden Triangle, Sungang business district, Shui Bei jewelry business district and other characteristic commercial blocks and business centers spread all over the place. Commercial facilities are perfect, business foundation is good, consumption level is rich, format is complete and potential is vast, attracting high-end and well-known brands at home and abroad.

"Shopping to Luohu" has become a habit and fashion for many Shenzhen residents. Luohu has also become the first choice for many Hongkong people to consume deeply.

For example, since the completion of the first phase of 2004, Huarun the Mixc has enjoyed a high reputation in China and has become the leader of the national shopping center, and has begun to replicate and expand it in more than ten large and medium-sized cities in China.

In November 2010, the KKMALL of the Beijing based group opened a new international boutique shopping center for Luohu, which is located in the international top brands and high-end consumer formats.

A year later, the Beijing based 100 urban complex project officially joined the group. After completion, it became the tallest building landmark in Shenzhen and one of the tallest skyscrapers in the world.

In the eyes of people, the east gate, which represents the consumption trend of the masses, today also has a number of new shopping places such as Dongmen Ucity.

When it comes to fashion brands, some people may even think of "one hundred years old stores".

Compared with an ordinary brand, the charm and magic of a century old shop is self-evident.

To build an international consumption center, Luohu must also build its own "century old shop".

Luohu's fashion industry, such as clothing, jewelry, craft gifts and so on, hopes to create its own "old brand".

But Rome is not built in a day, and the formation of brand needs a gradual process of cultivation.

Luohu District Economic Promotion Bureau and other industry departments have been encouraging Luohu enterprises to create brands, strengthen brand headquarters enterprises, promote brand enterprise chain operation, develop into clusters and characteristics, upgrade the quality of traditional superior industries, and attract famous brand enterprises and well-known brand agents at home and abroad to take root in Luohu.

In early June of this year, the Luohu District government issued the "1+10" document on the special fund policy of industrial pformation and upgrading in the area. In supporting the implementation rules of brand chain enterprises, it supported the headquarters, the flagship shops, the encouragement of enterprise pformation and the development of local brands, the promotion and promotion efforts, personnel training and technological innovation.

For example: the introduction of brand chain enterprise headquarters and well-known brand agent enterprise headquarters; encourage international high-end and well-known brands to set up flagship stores; encourage traditional enterprises to develop brand pformation, and reward enterprises that meet the requirements and succeed in pformation.

This is another powerful measure for the district government to adhere to the idea of "creating the environment by the government, creating wealth by enterprises", strengthening policy support and strengthening the brand development environment, and is also a great innovation.

Through policy guidance and leverage of funds, we will focus on developing a batch, introducing a batch and gathering a group to build a strong brand area in Luohu, laying a solid foundation for the construction of an international consumption center.

At the same time, by integrating the advantageous industries in Luohu, such as shopping, catering, leisure and entertainment, unified packaging and overall marketing, planning and organizing a series of consumer activities and fashion activities, excavating features, refining concepts and guiding culture, creating a strong atmosphere of Luohu's "consumption capital" and "shopping Paradise", and creating the "fashion capital" city brand.

Developing fashion industry: take the initiative to occupy the two ends of "smile curve"

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It can not only satisfy demand, but also create demand.

Because fashion is the factory that makes the purchase. "

This statement shows the true meaning of the development of the fashion capital of the world.

Vigorously developing the fashion industry is bound to become an important starting point and path dependence for the construction of an international consumption center.

In recent years, with the deepening of industrial pformation and upgrading, the traditional advantageous industries represented by gold jewelry, high-end handicrafts, clothing, catering and automobile sales have accumulated a lot in Luohu, and gradually jumped out of the extensive mode of "raw material processing". The early stage R & D and post marketing promotion at both ends of the industry "smile curve" have been continuously strengthened, and the added value of products has greatly improved, and has successfully entered the fashion industry, and has become a leading industry to promote economic development and promote consumption.

At present, the gold and jewelry industry in Luohu has long been the leader of the national gold and jewelry industry, and there are more than 2500 operating units for jewelry processing and sales.

Luohu's whole industry gold, platinum and diamond processing accounts for about 70% of the annual delivery volume of the Shanghai gold exchange and Shanghai Diamond Exchange.

Handicraft industry is another important force in Luohu fashion industry.

Nowadays, the Shenzhen handicraft industry, represented by the JINGWAH Exhibition Center and the Sungang craft City, is one of the main distributing centers of China's fashionable household arts and crafts.

The clothing industry in Luohu is also developing rapidly.

From the early processing of raw materials, OEM processing, to the subsequent brand agent, and then to its own brand.

Luohu now has dozens of high-end clothing brands, such as vincno, card Danton, Anne well, Xiang Yun Sha, Yifei, Long Hao, and so on, becoming the vanguard and banner of Chinese fashion and fashion.

As the earliest built area in Shenzhen, plus the unique geographical location of Hongkong, the essence of Luohu's cuisine is almost concentrated on all the essence of Shenzhen's immigrant city, whether it's extensive Chinese cuisine, fashionable western style meal, or four famous Chinese and Western cuisines and its distinctive flavor.

Dongmen's "one brother hot and sour powder", people's southern "sea fishing", seafood on Paradise Road, pork bone pot to the West Village......

Every senior "eat goods" can find their own heart food in Luohu.

In order to further expand and strengthen the fashion industry, Luohu District has also introduced a supporting policy for pformation and upgrading of related industries. It has given unprecedented strength to the area's advantages, fashion industry, gold jewelry and cultural creativity.

For example, in encouraging gold and jewelry industry R & D investment, it puts forward that "more than 5 million of R & D investment and less than 3% of the sales revenue in the previous year, and the results of innovation are remarkable, giving a one-time reward according to the actual amount of R & D investment of 5%."

The market players of some fashion industries also have high hopes for the development of fashion industry in Luohu.

Li Feiyue, general manager of Shenzhen powder blue wardrobe limited, believes that Luohu should be led by the government to build a fashion industry base, attracting fashion enterprises to start their own businesses and create their own century old stores.

Wu Fenghua, President of Shenzhen Tong Tai Fu Jewellery Co. Ltd., believes that Luohu has great potential in developing the fashion industry.

Luohu should actively launch the business card of China's "jewellery capital" and "China's jewelry design and manufacturing capital", leading a group of local jewellery brands to the world.

Create fashion night: seize fashion discourse with "fashion event"

To cultivate international consumption centers, we must create strong fashion culture.

On the evening of July 10, 2010, the "fashion Rosvatn Modern feast" appeared on the fashionable Huarun Jun Yue Hotel in the Mixc. At the launching ceremony of the "Luohu Fashion Night" ceremony, the 24 T women's fashion show was the biggest highlight of the night.

As a result, a series of activities called "Luohu Fashion Night" began to bloom with passion.

By the evening of June 29th this year, Shenzhen's fashion night has been held for 31 times in the "fragrance city" happy Luohu "Pearl Buck global appraisal.

From finance, jewelry, clothing to automobiles, clocks and watches, red wine and tea, the theme is extensive, full of popularity, and wonderful venues.

The "Fashion Night" series has become a glamorous banner of fashion Luohu.

The organizers, guided by "fashion and quality", actively integrate all kinds of resources in the District, and invite the fashion personages and social elites from all over the world to participate.

"Fashion Luohu Universiade night", "China and Thailand jewelry Fashion Night", "AVIC fashion healthy night", red wine tasting salon, and so on, almost monthly fashion show.

More and more famous enterprises and famous brands have joined in the form of high-end, elite, fashion oriented parties, forums, cocktail parties and so on. "Luohu Fashion Night" has now formed a normalized high fashion social activities platform.

In fact, Luohu's fashion culture has always been bright spot.

In the past, International Trade Building or Cetra Building was the highest hall for consumers to pursue fashion in China. Now, the Mixc is the benchmark of China's high-end business and the gathering place of international fashion elements.

More than 30 years of development, Luohu has accumulated the most abundant urban fashion elements, and has become the fashion center of Shenzhen, representing Shenzhen's urban fashion level.

People in the fashion industry believe that in order to build an international consumption center, Luohu also needs to constantly build a fashion culture and create a highland of fashion culture.

The "Luohu Fashion Night" series is an excellent platform. It will continuously enlarge the existing fashion factors in Luohu and expand its radiation force. In the "Luohu Fashion Night", the elite of all walks of life will also find new consumption trends, develop new consumption concepts and create new consumption patterns, so as to form a distinctive consumer fashion.

In the future, through the fashion night of Luohu, the fashion culture will be continuously disseminate. It will be condensed into a city value and a city cultural core with Luohu and Shenzhen characteristics. Finally, it will become the "information desk" of the social elite, fashion fad and ordinary consumers in the heart to understand fashion information, and the "locator" that closely follows the fashion trend, and guide the urban fashion consumption.

Luohu district party secretary Ni Zewang and district chief He Haitao said that both the international luxury brands and local well-known brands are the seeds of Luohu's international consumer center.

Brand is word of mouth, word of mouth depends on "word of mouth". "Luohu Fashion Night" is the stage for all kinds of brands to build up their reputation and expand their influence.

The "Luohu Fashion Night" not only needs to be the international top brand China Conference, but also the exhibition and fashion show of the cost local brand, and becomes the "happy base" of fashion brand consumption.

After a long period of efforts, "Luohu Fashion Night" itself will also grow together with these well-known brands to become China's "Fashion Festival" and become a beautiful city card.