|
Shenzhen remains as the leader domestically in electronics, communications, modern electric appliances and biological pharmacy fields. Currently, its stable and promising garment industry is becoming the new "name card of Shenzhen." Only in 2007, its garment industry created more than RMB100 billion yuan of output value, together with nearly US$10 billion of export.
A few years ago, Shenzhen effectively grasped the favorable opportunity of the emergence of knowledge economy, creativity and garment industry. In fashion design aspect, Shenzhen combined the newly emerged fashion and creativity industry with traditional industries, and catalyzed the transformation and upgrade of suit-dress industry in Shenzhen by the influences of regional brands. Hence, Shenzhen adopted the development plan for regional brand building of suit-dress, which was featured by governmental pioneering, enterprise participation and expert planning, guided the 2,300 garment enterprises to realize industrial transformation and product upgrade by regional brands, and continuously uplifted the added value of fashionable suit-dress and the gold content of brand in Shenzhen by the influence of regional brands.
Shenzhen Municipal Government gives first priority to guiding service works, and has made good plan for regional brand of suit-dress by strengthening industrial guidance and implementing brand building as important means. In this way, it realized the leap-over transformation from simple processing with supplied materials, OEM and outsourced service to independent design, brand building and marketing. Shenzhen Bureau of Trading and Industry, Shenzhen Garment Industry Association and Beijing Kingbuilding Economic Management Research Institute formed a research group for regional brands of suit-dress in Shenzhen, which carried out unified planning, research and investigation, promised to build Shenzhen into "the Capital of Women's Fashion Garment" in China and consequently formulated a series of policies as support. According to the planning, Shenzhen will become the capital of women's fashion garment, exhibition and trading center in China in 5 to 10 years, and realize the upgrade of Shenzhen from manufacturing base to fashion exhibition and trading center, from the second industry (production and manufacturing) to tertiary industry (fashion and creativity). Shenzhen will be built into the largest design, production and marketing base for suit-dress in China with the slogan of "China's suit-dress design follows Shenzhen" and "China's suit-dress exhibition goes to Shenzhen."
The key to build regional brands is brand planning. After Mr. Shen Qing, the President of Beijing Kingbuilding Economic Management Research Institute led his team to undertake the important subject of regional brands planning for women's fashion industry of Shenzhen, the group conducted researches and investigations for regional brands of suit-dress in Shenzhen for near 8 months, as well as pertinent and precise surveys to tens of thousands of consumers, shopping guides and distributors in over 100 department stores of over 20 large and medium-sized cities as Beijing, Shanghai, Guangzhou, Chengdu and Hangzhou, from which they understood both domestic and foreign consumers' demands for women's clothing. Targeting at the characteristics of Shenzhen's suit-dress as stylish, vigorous and elaborate-making, as well as the regional brands building in Shenzhen in future five years, Mr. Shen Qing and his team provided over 80 valuable instruction and constructive opinions on the planning, constituting the Overall Plan for Regional Brands of Shenzhen's Women Garment Industry in 2008-2012. The Plan was affirmed by leaders and experts from the Ministry of Industry and Information Technology, China National Textile and Apparel Council and China National Garment Association, all of which believed that the Plan would greatly improve regional brands of Shenzhen's women garment in terms of brand awareness and influence both at home and abroad.
Meanwhile, Shenzhen also carefully studied and planned for existing over 2,300 suit-dress producers, over 1,200 independent brands and over 100 famous brands, listened to opinions and recommendations on building regional brands of over 100 entrepreneurs from famous-brand suit-dress enterprises in Shenzhen, such as Ellassay, Eitie and Eachway, and held workshops of entrepreneurs, governmental authorities in charge of economy, industrial associations and quality inspection departments to repeatedly listen to advices and comments on regional brands building from industrial associations, enterprise managers, department stores, end distributors, agencies. In addition, to meet international conventions, Shenzhen employed famous brand planner to act as the General Planner to build regional suit-dress brands in Shenzhen, in this way to ensure high starting point, forward-looking practicality, as well as to ensure scientific planning for the implementation of the regional brands building in future 5 years.
As Ms. Shen Yongfang, Secretary General of Shenzhen Garment Industry Association, said, the foundation to successfully promote the building of regional brands of an industry comes from the industrial and entrepreneurs' supports. A grand launch ceremony for Shenzhen's regional women garment brands was held on the 8th China (Shenzhen) International Brand Clothing and Accessories Fair, 20 enterprises including Fairyfair, Yezi, Jessie and Eachway were listed in the Regional Brands of Suit-dress in Shenzhen as the first enterprise group, blowing the horn for building "the Capital of China's Women Fashion" in Shenzhen.
|
