Zhou Hui, Chief Executive Of Yi Hui, Shenzhen Has The Conditions To Mold International Brands.

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Zhou Sheng graduated from Wuhan University and received postdoctoral research in journalism and communication to Shenzhen.

It is also a season full of color. Today,

Before taking the trade fair, the reporter interviewed Shenzhen on this topic.

Retain memory and pursue fashion

Yi Hui Fashion Building, located in the Shenzhen Free Trade Zone, is just like the surrounding buildings. However, a number of brands coming out of it have attracted worldwide attention. They are also the real witnesses of the pformation of Shenzhen industry from manufacturing to creation and brand pformation.

When I came to the fashion group, I thought I would see a gorgeous neon, a designer who was full of art. However, everything in front of me was quite unexpected. There were rows of old sewing machines, rusty irons, and some early clothes making tools that were not known.

Looking at the reporter's surprised eyes, Zhou Sheng laughs, "it looks like an antique shop here, but it is at the forefront of fashion."

From here, come out of the earliest brand designer in Shenzhen, where the average two weeks and the fastest one or two days will be the design of the new women's wear. Here, for the sake of brand, R & D, design and innovation, the company will spoil the cost.

"The original tools for placing these clothes are meant to retain a memory of that year's pioneering work, and also to inherit a culture of clothing."

Zhou Sheng, who had invested heavily in building the first clothing Development Museum in China, said of these old objects.

1997 "the first year of fashion" in Shenzhen

In fact, Shenzhen costumes are well aware of the hardships of that venture. Shenzhen clothing, which started in the late 80s of last century, is mainly based on "three to one complement" and does not have its own brand.

Until 1997, the Asian financial crisis touched the sensitive nerves of Shenzhen enterprises at the forefront of the market.

Speaking of that history, Zhou Sheng is still fresh in his mind.

He thinks, 1997 is Shenzhen is also a node of the national garment industry, that year can be called a fashion year.

Some clothing enterprises realize that without brands, they are only immersed in the foundry industry. When the outside world is on the move, they are doomed to be shocked or even thrown away.

Therefore, only by creating a brand can we have the right to participate in international competition and the right to influence the fashion trend of the world.

That is, from then on, the first batch of women's clothing brands, represented by Yi Hui, came into being in Shenzhen.

It is this group of women's clothing brands, relying on brand investment to join, large-scale "horse race", quickly occupied the Chinese market, has occupied 60% of the first tier cities in China, and Shenzhen women's clothing has become the name of the domestic clothing industry.

There are at least three elements in brand formation.

Zhou Sheng believes that the formation of clothing brand must have three conditions, one is design ability, the other is marketing channel, and the three is cultural characteristics.

The first batch of women's clothing brands that emerged in Shenzhen in 1997 just carried out such a development path.

Subsequently, Shenzhen women's clothing entered a period of rapid development. Until 2003, more and more Shenzhen women's wear brands mushroomed and entered the "golden ten years" development period of Shenzhen clothing.

In the view of Zhou Sheng, fashion must be the carrier of fashion and culture.

In order to achieve great success, a clothing brand must have a profound cultural connotation, that is, every detail of clothing should be plated and interpreted with culture.

Otherwise, clothing is a simple tool to cover the cold, but it will be monotonous, and it must not be called fashion.

"At present, Shenzhen has the conditions to shape the international clothing brand.

In fact, Shenzhen's clothing industry is also the most qualified and basic industry to participate in international competition.

Zhou Sheng thinks.

dialogue

Reporter: what kind of culture do you want to express in clothing?

Zhou Sheng: the formation of clothing brand has three stages, the first is the design stage, the second is the pursuit of fashion stage, the third is the cultural stage.

For example, why are there so many people willing to buy a famous brand handbag in the world? It is because it carries a culture.

The shaping of clothing brand is also the same, it also needs to become a carrier of culture and become a content that penetrated into the bones.

I also hope to express the connotation of Chinese traditional culture with fashionable symbols, and try to create the effect that "your temperament can be read".

In essence, people in Shenzhen and China's fashion world have a dream that the eastern temperament can be read by the world, which is the inevitable path for China's world-class masters.

Reporter: how do you view and understand the current Chinese clothing industry?

Zhou Sheng: 2011 is a challenging year. In the face of the pressure from foreign brands, how can China's apparel industry stand on the domestic market and influence the international market? It is impossible to find the answer from traditional industries. Upgrading and upgrading garment industry is imperative.

To make the clothing brand bigger and stronger, we must develop a multi-channel business mode.