Ningbo International Fashion Festival: Heritage, Innovation And Rewriting Of Ningbo

In fact, as the birthplace of the Hong Bang tailor and the pioneer of modern clothing in China, the clothing industry in Ningbo has gone through more than 100 years of history. It has created many of the first Chinese clothing history: the first Western-style clothes shop, the first suit, the Chinese tunic suit, the first one. Monographs in western style clothes The first Western-style Craft School and so on.

How about a city with rich experience and industrial advantages in the post financial crisis era? Seize the opportunity Renewing glory is a topic worth studying and thinking. We have launched a series of reports on Ningbo Fashion Festival, in-depth interpretation of fashion Ningbo.

Garment industry is a traditional dominant industry in Ningbo, and also a pillar industry of Ningbo's economy. After the baptism of the international financial crisis, the transformation of China's manufacturing industry and the transformation of industry marketing mode, Ningbo garment enterprises and Ningbo municipal government innovates the road of Ningbo's garment industry reform and strives for survival and development in the opportunities. This year, the Ningbo International Fashion Festival is coming fifteenth years. This reporter interviewed the deputy director of the Ningbo economic and Information Committee and the Secretary General of the Organizing Committee of the Organizing Committee of Ningbo, on the focal point of the current fashion festival and the development plan of the Ningbo garment industry in the next five years.

Creative interweaving, inheritance, singing, innovation and Overture

Reporter: at the 15 year node of Ningbo Fashion Festival, what are the themes of creativity? Special allegory Do you?

Zhou Xueming: this clothing festival is based on the theme of "creative Ningbo and Oriental dress". When we talk about innovation, there is also a concept of inheritance, because any innovation is based on the history of inheritance.

This year, when the Ningbo Clothing Fair is 15th anniversary, it is a festival in Daqing. We use the Internet, newspapers, television and other media to publicize the momentum. Experts and citizens jointly selected and selected 15 events that led to the development of the garment industry in Ningbo in the past 15 years, and promoted the development of the garment industry in Ningbo, and 15 most popular Ningbo clothing brands. We also collected the old photographs and commemorative objects of the past garment festivals. Through this way, we reviewed the development course of Ningbo garment industry and Ningbo dress festival in the past 15 years, and looked forward to the future trend of Ningbo clothing.

Reporter: how does the Organizing Committee of garment Festival operate in highlight and innovation of Ningbo Fashion Festival?

Zhou Xueming: in terms of organizational planning, we have adopted an innovative mode. In the past, other city clothing festivals were organized by local clothing industry associations or large enterprises as leaders. Our Ningbo international clothing festival is a joint exhibition of government and enterprises, mainly guided by the government, open recruitment, and enterprises are responsible for planning, preparing and investing funds. The fifteen year is a historical review. This time we prepared two theatrical galas for the opening and closing ceremonies, which were held by Ningbo's senior brand YOUNGOR and the growth oriented fashion brand Taiping bird. The opening ceremony takes the review of the fifteen years of the clothing festival, the promotion of Ningbo's clothing culture and the prospect of the development of the clothing industry as the main line. Through famous brands, celebrities, stars and colorful stage effects, we strive to create a festival atmosphere for the festival and enhance the participation of the people. The closing ceremony shows the new strength and growth of Ningbo clothing through the brand theme fashion show of Taiping bird. It highlights the vitality and development prospects of Ningbo clothing. The purpose of doing this is to promote the development of the whole industry on the one hand, and to promote the development of the whole industry. On the basis of inheriting the tradition, the fashion and modernization trend of the future garment industry will be displayed in the language of clothing.

Another innovation is that the Hefeng creative Plaza, which was invested by the municipal government for more than 30 billion, was also opened during the costume festival, with creative design Plaza, inviting excellent design institutes and design talents to come in. There are many shows in the fashion festival. There are local businesses in Ningbo. There are also domestic and international brands, including European designers such as the UK. Some fashion shows will be arranged at the main venue of Ningbo International Convention and Exhibition Center, and some will be in Hefeng creative Plaza.

Structural adjustment, breakthrough in marketing innovation and expansion of business opportunities

Reporter: Ningbo's position as an important men's wear industrial cluster is beyond doubt. In recent years, under the banner of innovation and creativity, we feel that Ningbo seems to weaken the image of industrial clusters and strengthen the concept of diversified fashion cities.

Zhou Xueming: as a service platform, costume festival serves the clothing industry and clothing brand. I think the original Ningbo clothing is a manufacturing industry, or an industrialized production industry. In the early days, men's clothing industry was the main producer of high-end clothing. Especially after 1990s, a large number of famous domestic brands emerged, such as YOUNGOR, Shanshan and Luo Meng, which made Ningbo's garment industry occupy an important position in the domestic clothing market. But with the change of the market and the impact of the financial crisis, the marketing mode and the key points of the industrial structure have changed. We should focus on training innovative and industrial information enterprises. We have to produce products with small quantities, individuation and high added value. This is a trend and direction for our future development. So fast-paced, personalized, green environmental protection and other aspects of our future development is a new way of thinking.

This year, the women's wear hall, which is specially opened by the Ningbo fair, is one of the innovative measures. In the past two years, a number of successful women's clothing brands have emerged in the garment industry, such as Taiping bird and fig. They are developing rapidly with the strong sense of fashion, small batch and strong leading ability. In addition, there are GXG, Tonlion and some other new fast fashion brands, which are young, post-80s and post-90s. They have also made remarkable achievements. We hope that these emerging forces will improve the structural adjustment of Ningbo's garment industry and boost industrial transformation and upgrading.

Reporter: what are the new highlights and highlights of this year's clothing festival in serving exhibitors, attracting professional spectators and buyers?

Zhou Xueming: the ultimate goal of the product is to sell. If there is no market, a good product is also a waste. Therefore, we must enhance product marketing channel construction while improving product quality, speeding up product research and development and fabric innovation. In the past two years, Ningbo textile and garment industry has achieved remarkable results in the "two integration", and the promotion of e-commerce system has been highly valued. Last year, Bo Yang Group's Tonlion costumes used its own sales official website to create about 40000000 sales per day, and Taiping bird has achieved remarkable results in the field of e-commerce. Therefore, in order to further narrow the distance between exhibitors, consumers and professional buyers, we also expand the market through this new sales mode. We invited China apparel network to organize more than 40 network companies to enter the exhibition hall, including Taobao, Alibaba and other professional network sales companies. Through this third party network agent, we will extend our exhibition to more professionals at home and abroad, and expand online and offline to create more business opportunities for exhibitors.

Reporter: clothing as a traditional advantageous industry in Ningbo, what is the government's plan for its future development during the "12th Five-Year" period?

Zhou Xueming: this year is the beginning of the year 12th Five-Year. We have been thinking about how to go in the next 5 years, and the textile and garment industry as the dominant item in Ningbo occupies a pivotal position in the Ningbo 12th Five-Year plan. Taking inventory of "11th Five-Year", sales of clothing industry in Ningbo reached more than 1000 billion last year. We plan to reach 190 billion at the end of 12th Five-Year. Therefore, the government has always attached great importance to the textile and garment industry as a traditional dominant industry. In recent years, Ningbo's industrial innovation and multiplication plan has introduced the top grade textile and clothing into the "5+5" industry. In the "4+4+4" industrial upgrading project, textile and clothing have also been included in the 4 traditional industries that are focused on upgrading, making the industry more inclined and supportive in policy. This year, the Ningbo municipal Party committee and the municipal government will further promote the transformation and upgrading of the textile and garment industry through the creation of three major public platforms, namely, Ningbo International Fashion Festival, Hefeng creative Plaza and international design creativity alliance.