How to Transform from "Made in Zhejiang" to "Zhejiang Fashion"

Fashion industry is mainly based on fashion product manufacturing and fashion service industry. The Outline of Zhejiang Fashion Industry Development Plan (20 14-2020) issued by Zhejiang Province in 20 15 is based on Zhejiang's own industrial base, and five major fashion industries with fashion clothing industry as the core and relatively strong growth are selected as key development areas. This is an important step for Zhejiang fashion industry to go international.

The international development of Zhejiang fashion industry has a profound historical origin and development foundation, but there are also some problems to be solved urgently. A series of strategic measures are needed to promote the internationalization process, so as to better promote the transformation from "Made in Zhejiang" to "Zhejiang Fashion".

The Historical Origin of "Red Tailor"

Historically,

The development of Zhejiang fashion industry has never been a closed natural process, and has always maintained an open consciousness and action.

Taking the clothing industry as an example, industrial development has a great relationship with "going out". Due to the relatively developed handicraft industry and commerce in early Zhejiang, some people went overseas to Japan, Europe and other places to seek development opportunities, and some people returned to China to make a living after learning foreign crafts and technologies, becoming the backbone of China's early industrialization.

Ningbo-born clothing entrepreneurs and technical talents, who were later called "Red Tailors", became the leading figures in modern domestic clothing industry. Located along the coast and close to Shanghai, Zhejiang people have a relatively "avant-garde, fashionable" knowledge of the world's advanced technology and lifestyle from ancient times to now.

In the early days of New China.

At the moment when everything is in a hurry, Zhejiang garment industry has quickly entered a benign development stage and laid a leading industrial foundation in China. After the reform and opening up, Zhejiang garment enterprises seized the opportunity and emerged a number of well-known enterprises and brands, and the garment industry gradually became the pillar industry of Zhejiang's foreign trade. Especially in the period of 265438+ 10 at the beginning of the 20th century, with China's accession to the World Trade Organization, the export volume, product quality and product grade of Zhejiang fashion industry have been improved to some extent. At present, the development of retail industry has also promoted the rise of a number of Zhejiang leisure clothing brands and designer brands and accelerated the internationalization process, and more and more Zhejiang brands have entered the international market.

However, for a long time, after giving full play to its comparative advantage in the international fashion industry chain division, Zhejiang's labor cost has gradually faced the severe test of rising factor cost, changing resource structure and demand structure. Zhejiang's fashion industry has reached a critical moment when it must be transformed and enter the international fashion field with a brand-new attitude. Zhejiang fashion, based on traditional manufacturing industry and marked by innovative design and fashion brand, has some problems to be solved urgently while the internationalization process is advancing rapidly.

The development bottleneck of "scattered small defects"

Development bottleneck

The development of fashion enterprises is relatively loose, and the depth of transnational cooperation in the industrial chain is not enough. With the development of industrial agglomeration and massive economy in Zhejiang, a relatively complete fashion industry chain and a number of well-known domestic clothing brands have gradually formed. However, under the industrial agglomeration, the phenomenon of industrial isomorphism is more obvious, which shows that the positioning in the international industrial division of labor is generally low, and the transnational cooperation along the industrial chain involves less technology transfer and creative cooperation, which brings obstacles to the cultivation of innovation ability of fashion industry.

There are few independent brands with international influence. Most local fashion brands in Zhejiang were founded after 80s and 90s, with a history of only over 30 years. Compared with internationally renowned fashion brands, there is still a big gap in brand awareness and cultural heritage. Jiangnan Buyi, a local brand in Zhejiang, has developed rapidly in the past 20 years, opening 1498 stores all over Japan, the United States, Britain, Russia and other places, and even landed in the world's most fashionable place, Searle Foric Department Store, Oxford Street, London in 20 13. However, the number of independent fashion brands in Zhejiang, such as Jiangnan Buyi, is still very small, and their individual influence is limited, so the overall fashion influence and radiation of Zhejiang fashion still have certain limitations.

There is a shortage of professionals in brand internationalization operation. The competition between industry and cities is, in the final analysis, the competition for talents. When the industry develops to a certain stage, the shortage of top scarce talents will become the main bottleneck of international development. Although Zhejiang has the industrial foundation for the international development of fashion industry, it has been in a link with low added value in the global industrial chain for many years, and its attraction to high-end talents is not as good as that of metropolises such as Beijing and Shanghai.

Three suggestions on internationalization

Suggestion 1

From cultivating fashion enterprises with international influence to fashion supply chain. Zhejiang has a good foundation in fashion manufacturing. International development should not only "borrow from him", but also be based on the advantages of Zhejiang manufacturing. With the help of the developed Internet industry in Zhejiang, relying on digitalization and intelligence, we will do high-end manufacturing that others do not have, lay a high-level industrial foundation for the fashion supply chain, and participate in the international competition of fashion manufacturing technology and standards. New york, one of the fashion centers in the world, has retained the garment industry, although the proportion of manufacturing industry in its industrial structure is not high, because the garment industry is originally a strong industry in new york.

In addition, the international development of Zhejiang's fashion industry is inevitably different from Beijing and Shanghai living in the "ivory tower" in terms of cultural height and economic status. However, Zhejiang has a more complete fashion industry chain system, and Zheshang is also the first entrepreneur in China to "go abroad". He has a long history in international cooperation and a strong entrepreneurial spirit.

In view of the long fashion industry chain and the industrial characteristics of Zhejiang Province, it is suggested that the development of internationally renowned fashion industry chain should be the main purpose, and industrial clusters and industrial alliances should be taken as industrial organizations to build a fashion industry chain system that integrates upstream and downstream suppliers, retailers, manufacturers, service providers and consumers, so as to give full play to the advantages of rapid response and agile production of fashion industry chain and quickly adapt to the changes of social culture and market consumption trends.

Recommendation 2

Building a fashion metropolis and developing fashion industry, two-pronged approach. We should attach importance to the leading role of the core city of Hangzhou, turn Hangzhou into a fashion metropolis, enhance Hangzhou's fashion status at home and abroad, and form a closer industrial division and cooperation inside and outside the urban agglomeration.

London's industrial transformation lasts for a long time, and the parallel measures of industrial transformation, creative industry development and scientific city development adopt a way centered on the planning of Greater London, which is worth learning. The diversified space of metropolis is a "more vivid and interesting living space" for high-end fashion talents.

Large and medium-sized cities and small towns with characteristics want to cooperate, which is a multi-dimensional space for the close cooperation of all links in the industrial chain for complex and interrelated fashion industrial clusters.

Recommendation 3

Introduce and train multi-level talents to meet the international development of fashion industry. For the scarce top talents, we should boldly introduce foreign aid and focus on cultivating the world's top designers and creative marketing talents.

Fashion enterprises in Zhejiang and Zhejiang have the conditions and strength to attract high-end talents from all over the world. For example, starting with the introduction of famous foreign designers, we can promote the cultivation of outstanding local designers, enhance the design ability of Zhejiang fashion industry, and enhance its popularity and reputation at home and abroad, thus attracting more talents.

In addition, simply introducing high-end talents is not enough for the sustainable development of the industry, which is also a problem that is easily overlooked in industrial transformation in many regions. In many areas of Zhejiang, there has been a shortage of ordinary labor. How to treat the floating population in Zhejiang and improve the inclusiveness of the city is also a key issue. Every division of the fashion industry chain needs all kinds of talents, including the gathering of all kinds of ordinary workers.

Therefore, the training of talent system for the international development of Zhejiang clothing must also be multi-level.