Creating A New Era Of Fashion Keqiao With Global Vision

Recently, 2018 the first world cloth merchants conference ended perfectly in Keqiao District, Shaoxing, Zhejiang.

The theme, the round table, the "open, technology, fashion, green" four parallel sub forum and guest visits and other seven rich activities, aroused strong social repercussions.

As one of the second batch of 18 major investment projects in Keqiao in 2017, the China Europe fashion dream factory has devoted itself to talents, R & D, since its launch in May this year.

The information, market and other aspects will promote the close connection between Chinese enterprises and European enterprises and promote the sharing of resources, complementary advantages and win-win cooperation.

At the 2018 "fashion and new development" forum of the first world cloth merchants conference, Huang Yan Ting, director of the China Europe fashion dream factory alliance, made a wonderful sharing around the theme of "creating a new era of fashion Keqiao with a global perspective".

The new era of regional industrial economic development needs broad vision.

China Textile City is the foundation of Shaoxing's Keqiao industry and the foundation of the city. It is also the embodiment of Keqiao's achievements in the past 40 years of reform and opening up.

In the past 40 years, from a cloth bed on a steel wire bed, a cloth street beside a river, to tens of thousands of square meters of textile fabrics, millions of fabric enterprises were born, and the formation and development of the comprehensive industrial system such as single fabric processing, raw material processing, fabric trading, trade and warehousing and logistics have been depicted in Keqiao. With the help of their own hands, a magnificent and shocking blueprint has been portrayed, which has successfully deduced the wealth fairy tale of the textile industry, and realized the great leap from "walking the whole world" to "full of the world", forming a large industrial structure from small vendors to small businesses to the world.

Huang Yanting said that under the new normal situation of international economic integration, we must vigorously promote the pformation and upgrading of Keqiao's fabric market. On the way to internationalization, Keqiao, like its name, is building a bridge of friendship, a bridge of cooperation, a bridge for reform, a bridge for civilization, a bridge for growth, a bridge for harmony, and a bridge for the future.

Under the guidance of the "one belt and one way" strategy, Keqiao will surely join the rest of the world in a more open manner in planning and developing common media, creating brilliant results and sharing results.

Huang Yanting believes that to achieve this ambitious goal, we should focus on the three strategic initiatives of talent, brand and market from a global perspective.

The foundation of development -- vigorously introducing talents

Talent strategy is fundamental to the pformation and development of textile industry, and the introduction of talents must be targeted and selective.

What kind of talents do we need to introduce in the development of textile industry in the new era?

The introduction of ideological, creative, macro guidance talents.

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Every supply chain link and the highest point of occupation of culture and industry in the process of integration with related industries provide endless planning of creativity and planning and design, and insert new ideas and new concepts into textile enterprises, so that enterprises, especially small and medium-sized enterprises, can effectively liberate themselves from traditional ideas and establish new development ideas and international thinking.

Introduce professional talents.

The most urgently needed talents are high-end fabrics and fashion designers, giving full play to the supporting role of domestic and foreign front-line designers in designing and developing, fashion leading, innovation and creation, and industrial docking, so as to effectively change the current situation of "low quality running volume, low price competition", "big but not strong" and "big but not refined" in Keqiao's textile industry.

The introduction of skilled personnel brings the spirit of craftsmen back.

In the process of overall pformation and upgrading, Keqiao textile industry needs a large number of skilled personnel to import, from spinning, weaving, printing, dyeing, post process, design, and plate to ready to wear. From the color, flower type, function, style, category, until the clothing art is made, and the endless process of textile and garment industry process, it is inseparable from the elaborate craftsmanship of the skilled craftsman and artistic packaging.

We should energetically train local talents, intensify efforts to introduce international and domestic high-end institutions and research institutes, and effectively change the phenomenon of the mismatch between the amount of local talent and the huge textile industry, and really let the government, enterprises and all sectors of society pay close attention to the talent training project.

The foundation of strategy -- vigorously introducing international brands

Brand strategy is the focus of upgrading and development of textile industry.

In the international and domestic markets, the same fabric and the same clothing have three different prices. The price of the famous brand is the highest, followed by the imitation brand price, the lowest price without quality and no brand, so we can see the huge gap between the product and the brand.

In recent decades, a number of brands have been born in Keqiao China Textile City. However, the number and sustainability of its brands are disproportionate to the scale of the overall textile industry, and the brand that can support more than 10 years is even more rare. The industry has always been hovering in the low-end market, and the vicious competition of homogenization has become more and more intense, resulting in the waste of resources such as human resources, financial resources and so on.

The pformation of products into brands is a common challenge faced by Chinese textile enterprises. Brand strategy is the most important part of every enterprise's survival and development.

In the process of brand pformation, the core issue is to carry the culture. The higher the cultural content, the higher the brand value, the higher the value of the product, the wider the benefit space, the greater the market share.

First of all, we need to introduce international brands, through the introduction, absorption and digestion, and expand China's capacity advantages, market advantages, labor advantages, equipment advantages and international brands in depth, complementary advantages, mutual benefit and win-win, and jointly expand the domestic and international new market space.

At the same time, through brand building, enterprises can firmly establish brand awareness and become the breakthrough point and breakthrough point of pformation and upgrading of traditional textile enterprises, so that they can break out and achieve a number of internationally competitive, internationalized, modern and personalized brands in the short term, so that Chinese textile enterprises will only sell products from the past to the commercial competition focusing on brand.

The need to pform -- create and develop high-end market

The medium and high-end market strategy is the key to the pformation and upgrading of the textile industry.

According to incomplete statistics, there are about 100 thousand kinds of shopping malls in China.

From 80 years to now, it has gone through three stages of development. From 80s to 90s, it is called the initial stage of the market. Its main feature is the single paction function as the main body; the second stage from 90s to 2000, the stage of differentiated development is pformed from a single paction function to the production oriented, exhibition oriented and multi functional directions; the third stage, from 2000 to now, the market has shifted to the stage of rational construction and development, and the new interactive market mode on the offline offline has begun to emerge and develop rapidly.

Over the past 40 years, the Chinese market has gone through six generations of replacement such as stall market, greenhouse market, professional Street market, indoor market, landscape market and group building market. It has become a diversified and multifunctional market type that we can see today, such as large scale comprehensive market, professional market, origin market, and characteristic market.

Keqiao, as the world's largest textile fabric and industry and market base, needs to create and build a new generation of market with the characteristics of the times, also known as the seventh generation of China's market.

Huang Yanting believes that China's new generation market must have three standards and six elements.

The "three criteria" are: beautiful architectural landscape, comfortable shopping environment, rich cultural connotation, elegant artistic taste, humanized service, modern management, and a new complex with financial, cultural, technological, tourism, leisure and pportation functions.

　　六大要素主要体现在以下方面：一是市场功能定位，差异化、个性化、细分化、精准化、专业化的市场功能定位，是市场发展的第一要素;二是市场规划设计，科学合理的市场规划设计，是市场经营效益好坏的重要一环;三是业态布局，主要包括产品业态布局和道具艺术布展两项内容，前者是硬件，后者是软件，后者比前者更为重要，一个良好的市场业态布局，有利于营造竞争环境和商业气氛，有利于提升市场的档次和品味;四是市场推介，利用各种媒体，举办各种活动，采取多种手段进行市场推广，是有效扩大市场影响力必要手段;五是市场招商，市场招商是市场成败的核心举措，因而招商对象要精准，招商政策要明确，招商条件要优惠，招商服务要周全;六是市场运行管理，市场运作管理是市场能否培育成功的关键，市场运行和管理，主要体现在组织管理、制度

Management, logistics management, property management, operation management five aspects.

　　创建中高端市场，实施路径有三条，一是充分利用旧市场，整合资源、调整结构、改造提升、产生一批具有新概念、新业态的新市场标杆;二是利用现有的新建市场，打造数个有一定规模，品牌价值的场街结合的标准化定制服装、服饰市场，在引领中国纺织产业的高品质、高质量发展的同时，倒逼传统企业从布料、辅料，到整体产业链转型升级;三是创建一个以特色小镇为载体的新型市场，该市场以智能制造和时尚文化为核心，集服装设计、品牌塑造、人才培养、创新创业、文化交流、新闻发布、赛事表演、旅游观光、休闲度假为一体的，充分体现东西方服饰文化特色的跨界融合的大产业，大文化，大旅游，大市场，全面扩大柯桥的国际影响力和知名度，激发城市的创造活力，提升城市的综合竞争力，推动产业、市场与城市的协同发展、协调发展。

Huang Yanting said that Kahashi Masa will fully expand international influence and popularity, stimulate creativity, enhance overall competitiveness, and promote the coordinated development of industry, market and city. 2018 the first world cloth business conference will bring more historic opportunities to Keqiao.

If we say "flying feather feather flies to the sky" to make Yiwu famous, we will let Keqiao dance go out of the heart, dance brilliantly and dance a new chapter in history, so that Keqiao can truly become the world's Keqiao and become the spiritual home of the world's love people. Huang Yanting's words make all the Keqiao textile people full of confidence and passion for the future.

(Zhao Guoling)