The First Step Of China's Textile And Clothing Industry Is "Design And Manufacture"

In the 109 China's import and export Commodity trading At the meeting, product design Service docking activities have been sought after by many enterprises, which is evident from the number of people on the scene. In May 2nd, the third phase of the docking activity was packed. The organizers deliberately added two rows of seats in the middle of the corridor. There were still many participants who stood listening to the design forum for 3 hours.

The purpose of this event is to help achieve "from manufacturing to". Design and manufacture Transformation. Wen Zhongliang, deputy director of the Ministry of foreign trade of the Ministry of Commerce, pointed out the essence of the transformation and upgrading made in China. Unlike mechanical and light industrial products, clothing and footwear design include more fashion and fashion elements. "Design" directly determines product value and brand effect. More and more Chinese enterprises have realized that simple sample processing and low cost price competition will soon be eliminated. Only by actively strengthening research and development and design can we achieve long-term survival.

"Must strengthen the design", this is the author heard the most in the interview. "Now China's clothing has become increasingly competitive in terms of cost. Since the financial crisis, demand in Europe and America has been sluggish, and raw materials have risen substantially. Clothing prices have generally risen by more than 20%. Customers are hesitant to place orders, and some orders have been lost to Southeast Asian countries. Relying on simple sample processing can only be a dead end. Guo Weizhong, manager of business department of Zhejiang Hui Ling Foreign Trade Co., Ltd.

In Guo Weizhong's view, China's garment enterprises are facing the throes of transformation. The era of buying several production lines and recruiting some workers to make money easily is gone forever. With the development of China's economy, the cost advantage of Chinese clothing is being lost under the influence of comprehensive factors such as raw materials, employment and exchange rate. If enterprises want to survive, they must design hard to attract customers.

Xu Youyan, deputy general manager of Shanghai Zhen Sheng International Trade Co., Ltd. also said that in the face of increasingly severe export situation, clothing enterprises must strengthen design and research and development, and increase the added value of products. There is no other way out. "Shoe companies now basically have their own design centers. After we design the samples, the customers will choose them. Some customers will see the samples directly, and some will make some modifications on the basis of our design to add some elements they want. Lv Yangang, customer manager of vogue fashion shoes (Hongkong) Co., Ltd., said in an interview with our newspaper. {page_break}

　　 Importing foreign designers

At the 109th China Import and Export Fair, a women's black dress on the booth of Cathay Pacific Group in Jiangsu attracted great attention from the American buyer, Ms. dresses. She picked up the camera and finished the photo, and excitedly told the author that the design of the dress was excellent, energetic and sexy. Dressel is an agent purchasing agent for women's clothing in the United States. She told me that design like this is also very competitive in the United States. It seems that the price of clothes is higher than before, but because of the sense of design, merchants are willing to purchase.

On display, Shi Jia, the business department of Jiangsu Thailand Hua Industrial Co., told the author that this woman's dress was placed prominently in the main style and attracted many buyers. "Our company's design center has hired some designers from Europe and Japan. After all, to produce clothes that suit foreign needs, we must understand and familiarity with the fashion elements and consumption habits of foreign markets. In the initial stage, hiring foreign designers is the most effective way. " Shi Jia said.

Also hired overseas designers and CITY-X International Trading Co., Ltd., the general manager of the company, he Mai told the author that their shirts were mainly exported to the Middle East countries. In the past, because of the lack of design power, just to do simple sample processing, now the company has invited local designers to be the chief design from the point of Lu Lu, and the competitiveness of the products has increased at once.

In the product design docking activities, designers from tidal current information and design companies from the United States, Italy, Holland and Russia provide professional information and design guidance for enterprises. Chen Enqiao from Wuhan Kay Chen International Trading Co., Ltd. told me that fashion design is very fashionable and popular, and it always changes new. If products want to open up foreign markets, they must understand the trend of foreign countries. "This time, I want to take part in the docking activities to absorb some new design elements from overseas excellent designers, and strengthen the design. We are also planning to hire foreign designers in the near future. Chen Enqiao said.

National and world

The way to design Chinese clothing to open the world market is just beginning. It is only the first step to invite foreign designers to come in. In the long run, only by combining the international design concept with the national elements of China can China create its own brand. In this respect, Japan has provided us with very good experience.

At the design docking conference, Ceng Zhenwei, a designer of Chinese Travel Japan, especially cited the brand of "Muji" and "UNIQLO" to illustrate the successful experience of Japanese design. He believes that the success of these two brands is a typical example of the perfect combination of Japanese traditional aesthetics and modern aesthetics. Their success shows that only the commodity development model based on their own cultural content can find a way to break through the bottleneck and confusion of original design. "The question we need to think about is whether we must design Europeans. Is China's original design good? " In an interview with this newspaper, Ceng Zhenwei said, "culture creates value. China has 5000 years of history and unique folk culture, which will become a valuable asset for Chinese designers and Chinese independent clothing brands. Chinese designers must learn to make use of this wealth.

Ceng Zhenwei also mentioned that the healthy development of original design is inseparable from effective legal protection. In 1960s, Japan passed the law of protecting creative design, and the creative design grew rapidly. The world oriented Chinese clothing original design has just started. Like a fragile seedling, how to formulate and effectively implement relevant laws and protect the original design of local is related to the growth of this "seedling".