No Personality &Nbsp; Hard To Have High-End.

Shenzhen women's clothing is now in the first tier cities in China.

Each time the service trade is like a mirror, reflecting the development status, characteristics, trends and problems.

A few days ago, the Eleventh Shenzhen costume fair ended, the exhibition booth was demolished and dispersed, and what we saw through the eleventh mirrors in front of us? Of course, we saw progress, and the questions of a fashion expert were also worth remembering: what else was left to get rid of LOGO's clothing?

The data provided by the organizing committee are considerable.

About 70 thousand square meters of area, more than 3000 booths, nearly a thousand domestic and foreign brand enterprises and tens of thousands of professional spectators attended the exhibition, the scale exceeded the previous years, and for the first time increased the men's wear area.

Placed in the mainland is second only to the Beijing fashion show.

It can be said that this is a brand event.

Reporters have been in the exhibition for 3 days and interviewed a group of experts, enterprises and spectators. Indeed, the same question has emerged. If we really remove all kinds of carefully designed LOGO, many brands of clothing will look almost the same from material, design to tailoring, without obvious brand symbols and cultural characteristics.

The lack of personalization not only reflects the common problem faced by China's clothing industry, but also challenges Shenzhen's fashion industry to break through and regenerate high-end and international brands after more than 20 years of pformation.

"It's still a breath" - this is a common phrase used by many people when it comes to brand internationalization.

Fu Ying, Vice Minister of foreign affairs of China, made a special trip to attend the fair. The former Chinese ambassador to the United Kingdom directly promoted the brand of Shenzhen to enter the world's most famous London Fashion week. She used a basic judgement to "pform" the understanding of the industry. China's clothing industry is still at the low end of the industrial chain as a whole, and the clothing brand is at the walking stage of Bailong sea, which is in the face of enormous pressure of cost increase and price competition.

Sincerely speaking, the higher the pressure, the lower the survival rate. This is the consensus of the Shenzhen industry.

Zhao Huizhou, chief designer of Shenzhen Yi Hui fashion group, told reporters that the development of high-end and brand names is not a smooth road. It is like climbing a mountain to climb Wutong Mountain in Shenzhen. It is possible to have courage and effort, but when it comes to Mount Everest, professional training and guide support are needed.

Du Yuzhou, President of the China Textile Industry Association, said in an interview that the problem we are considering now is not whether we need several international brands, but whether China has produced a good environment for big brands.

No personality, no personality.

There is no personality, no high end, and nothing about the world. This logical relationship has become a common understanding in the fashion industry of Shenzhen, and the urgent problem before us is how to find and stick to the direction of individuality.

From the trade fair, we can see that some enterprises are starting from fabrics, showing the characteristics of traditional Chinese silk or cotton hemp. Some brands emphasize the design ability, highlight the trend of synchronizing with the international market, and some businesses highlight market share.

Experts in the interview pointed out that these explorations have valuable value, but the lack of integrity and originality in stages and decentralization often overlook the pursuit of fashion spirit and culture.

For example, apple now thrive in the era of tablet computers. What's the key to it? The key is culture and fashion. It's not a simple electronic product. Jobs is not only an CEO, but also an artist.

In recent years, Shenzhen, such as the famous designer Liang Zi and the world architect, Wu Yan Wu cross boundary Mashup, and Yi Hui fashion group, has created a hundred years of sewing machine Museum differentiation and fashion, representing the direction, but still very rare.

In order to truly internationalize, it is another important signal that the current trade fair conveys.

Many people in the industry believe that European and American brands have many advantages over the international market for many years, and their market share is not easy to squeeze. Therefore, the Chinese garment industry is going to the world. First of all, it is necessary to increase the competitiveness in the domestic market, and strive to maintain and expand the domestic market share.

One argument is that the consumption group of a province in the eastern part of China is equivalent to the total consumption population of a European country. Every world clothing brand tries to enter the Chinese market. The domestic market is the international market, and the road to operate the international brand is at the foot of the market.

Shenzhen's high-end men's wear "vensno" provides a successful case.

Chen Guoxiong, general manager of the company, said that the Boao forum for Asia is a stage for bringing together high-end elites from all over the world. Such a platform is hard to find for the garment enterprises that want to open up the international market.

Avoid exclusion in "mixed blood"

In this regard, some experts pointed out that looking out of the eye, we should look down and strengthen the competitiveness of the industrial chain.

For example, why most of the women's clothing brands in Shenzhen are making mature women's clothing. One important reason is the dual constraints of rising labor costs and insufficient industrial chains. The Pearl River Delta has no obvious advantages in fabrics, accessories, printing and dyeing, embroidery, and so on.

The Yangtze River Delta has relatively complete industrial advantages, and a large number of apparel listed companies have emerged in Fujian.

A well-known brand leader also believes that the development of Shenzhen garment industry is facing the challenge of brain drain. Some garment enterprises not only have no new workers to come in, but also the original skilled workers are losing. This phenomenon also exists in designers.

There are also exhibitors' analysis. The global financial crisis has brought about new changes in the international clothing market. Many European and American brands have been affected by their survival and development. They are looking for foreign capital, exploring market opportunities and providing opportunities for mergers and acquisitions for Chinese capital and brands.

From the international experience, foreign famous 100 year brands often experience multiple mergers and acquisitions in the process of formation. It is an industrial development rule, but it can solve the problem of cultural control, avoid the rejection of "mixed blood", do not repeat the overburden of the former car, and test the eyes and strength of the Shenzhen fashion enterprises, which are mainly the family enterprises and lack the management foundation.