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Shaanxi Apparel Industry Wants To Create A "Exception" To Shaanxi Clothing.

2013/4/10 11:43:00 34

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Peng Liyuan Made In China Clothing Custom Made Women's Wear.

When p arrived in Moscow and came out of the engine room for the first time in the world, China's first lady Peng Liyuan conquered the world with a dignified form. Her appearance on micro-blog aroused heated debate. 
 a new term "< a href=" http://www.91se91.com/news/index_h.asp > > Peng Liyuan style < /a > was born. According to netizens, creating this "Peng Liyuan style" is not an international luxury brand, but from the exception of Guangzhou's local brand. Overnight, the "exception" became a hot word for public search instantly, and some local brands that were asking for information were also in the public eye. The entire clothing sector is strong, more than 50% of the clothing stocks are red, and three stocks are trading. 
 Peng Liyuan let the civilian brand become a famous brand and let the domestic garment industry flourishing in this spring. What about the local brand clothes in Shaanxi? What is their situation? In recent days, the reporter visited the clothing brand of < a href= "http://www.91se91.com/news/index_p.asp" > Shaanxi < /a >, trying to find out the "exception" of Shaanxi's clothing brand by visiting. 
 Shaanxi brand clothing has a market but its popularity is low .
Before P opened up, the reporter entered the Golden Eagle department store of the hi tech Zone. However, in the shopping malls, the clothing layer has been searching for more than half an hour without finding the shadow of Shaanxi brand. This situation also includes bell tower, Kaiyuan mall and Minsheng department store and other famous shopping malls. 
 in the "Song Yao clothing" store of the cross road of Meridian Road, the reporter saw the label of the clothing, writing "Xi'an of the producing place". "Yes, this is our Shaanxi brand." The salesperson in the store positively named the local brand. She told reporters that there were more than 30 song Yao brand stores in Xi'an, and the sales volume was good. 
 not far away from the "Song Yao" shop, the reporter also discovered another brand clothing store in Shaanxi -- "Wei Zhi". "This brand is the name card of Shaanxi clothing. Men's suits and casual wear are all there, and the price is concentrated at six hundred or seven hundred yuan." The salesman said. When asked about whether other brands next side will impact sales, the staff said that they did not sell well. 
There are two different interpretations of the "Shaanxi brand" from the two p costumes near the Xiao Zhai cross. "This is the brand of Shaanxi, but the place of production is in Shenzhen." One of the buyers said so. The reporter saw that most of the labels on clothing were "Shenzhen of origin". A salesperson from another cloud shop, who is not far away, says vaguely: "only the brands that are produced in Shaanxi are not Shaanxi brands, our agents have more brands." The reporter saw that the clothing of the brand is more mature from the texture to the style, and the price is relatively high. The white-collar or middle-aged people may be more acceptable. 
 reporter found in the visit that the local clothing brands are hard to find in some high-end shopping centers such as Kaiyuan shopping mall and Jin Ying. "Wei Zhi", "Song Yao" and other Shaanxi brand clothing stores are few, and only, Metersbonwe and other brands are not only bustling blocks, but many have set up counters in large shopping malls. When asked a lot of "old Xi'an" and the young "window shopping" clothing brand in Shaanxi, most people do not know. Even some people ask, does Shaanxi have its own clothing brand? 
 advanced customization 
 Shaanxi clothing is mostly tailored for workers' clothing /p >
 Shaanxi brand is not very significant, but the term "customization" is not new. Many people have had the experience of tailoring and tailoring. With the changing times, in order to meet the requirements of mass production, efficient and fast garment industry has gradually become the mainstream. However, in recent years, because the dress of the wife of President Peng Liyuan has caused a sensation in China, the high-end clothing products represented by advanced customization also have "voice". 
 reporters found that there were few local advanced customization in Shaanxi, but there was little demand for ordinary customization. Moreover, most of the customization is store brand and garment customization. 
 "Wei Zhi" indicates that it can be customized but must be a brand. If there are more, it can be different, but generally it is made of garments and less customized. A staff member said that the custom price is the same as that of a garment, but only for thin or special reasons, it takes only one month. 
 aiming at the clothing customization market in Shaanxi, insiders say that there is no advanced custom brand dress in Xi'an. Besides economic reasons, it is also related to the concept and the needs of the public. 
 industry status 
 the market is red but the total gap is bigger than /p >
 last year, the sales volume of clothing sales of hundreds of key large-scale retail enterprises increased by only 2% over the same period last year, the lowest growth rate in nearly ten years. However, Shaanxi's clothing industry has gone against the market. Data show that the above scale garment enterprises in the province have completed 3 billion 711 million yuan of industrial output value, ranking the highest in the country. 
"P > achieving such a good result can not make Chen Huian, chairman and Secretary General of Shaanxi garment industry association carefree and carefree." we have a weak foundation and a low base. Although there has been a great growth in the garment industry in recent years, the total amount will be put to the whole country, which is far from that of Zhejiang, Jiangsu and Guangdong provinces. " 
 because foreign trade export situation is grim, some foreign trade enterprises in our province have dropped more than 30% year-on-year. Some enterprises stop production, reduce production or start undertaking domestic orders. In addition, the industry of professional wear is becoming more competitive and the mode of operation is lagging behind. "Safety protection functional clothing industry" is a pillar industry in the garment industry of our province. There is still a bad competition phenomenon of "light service, pressure price". If we do not change this malpractice, our province's most competitive clothing industry will face the risk of decline. Chen Huian told reporters. 
"P >" take the conventional route, Shaanxi brand is not competitive, nor can it change the status quo. The eastern part is huge, and even if we have doubled the development, we will not be able to catch up with the pace. Ma Dong, deputy director of the school of art engineering, Xi'an Polytechnic University, said that the fundamental reason of Shaanxi is that our enterprises have not kept pace with the times in brand building and fashion innovation. "It is precisely because of the lack of brand that the focus of Shaanxi's garment industry has been placed on the processing and manufacturing of professional clothing. And the professional wear is a subdivision product with low added value. Such products, such as southeast coastal costumes and big enterprises, are simply unwilling to do so, because profits are too thin for others to see. And we only rely on processing fees to maintain livelihoods, and the rapid development of the eastern brand enterprises to form a significant gap. 
 expert voice /p >
 there is hardly any brand name in Shaanxi clothing which is called "/strong > .
 < < a href= > http://www.91se91.com/news/index_c.asp > > garment industry > /a > development has been in a relatively disordered and natural development situation. It is still in the low end of the clothing industry, and there are few brands that can really be called a. Speaking of the concept of clothing brand in Shaanxi, Ma Dong said that there was hardly any brand name in Shaanxi's clothing industry. 
 "what is brand name, what is not, this is the majority of consumers have the final say." Ma Dong believes that foreign brands become famous brands because they have a large number of loyal consumers and have been recognized and sought after by the public. In recent years, the independent brand of domestic clothing has attracted more and more people's attention. Local brands are rising day by day, but the road to build famous brands has been struggling. "I have to say, because of the influence of Peng Liyuan's dress, the domestic independent clothing brand has ushered in a good development opportunity. The road to becoming a famous brand will become wider and wider, and the Chinese brand will grow up quickly in the whole world. Shaanxi will also usher in a new opportunity in this regard, because only shaping the brand is the only way to get higher added value. 
 "now we can call names, that is, Weizhi, sheep eldest brother, and women's clothes, such as song Yao, and these put in the country, basically also belong to the two or three line brand." Chen Huian, President and Secretary General of Shaanxi garment industry association, said that in fact, in the past few years, brands such as Bo Bo, Wei Zhi, Ai Tuo, Yang Lao and Ge Yao were all well-known brands in Shaanxi. However, with the fierce competition in the clothing industry, brands such as ban Bo and AI Tuo have been eliminated. Chen Huian believes that the reason why Shaanxi clothing has no "famous brand" is very complicated. It comes down to three main reasons. "One is that we do not always attach enough importance to the brand," two is to invest less in product development, and the three is lack of financial support. 
 common pulse > /strong > /p >
 create the exception of Shaanxi clothing /p >
"P >" now, as Peng Liyuan wears Chinese made clothes to appear in the world, domestic clothing has become hot. We have reason to believe that domestic clothing will go out of the road of "civilian brand" and "brand name". Chen Huian said with confidence that paying attention to the phenomenon of "first lady" fashion culture is not only an opportunity for China to take its own brand, but also an opportunity for Shaanxi to rush out of its tight encirclement. 
 he believes that the key to improving brand value is to work hard in product R & D design. "We still have to get down to it. No matter how the environment changes, we must not lose our part. We must not lose the responsibility of making clothes. 
"P" and Ma Dong think that the clothing industry should be built into a fashion industry, and the fashion and tradition will be deconstructed and integrated, and the combination of basic traditional creativity and fashion can produce high value-added products. "Clothing industry should be an industry integrating intelligence, capital and technology to realize the software cluster of Chinese clothing going to the world." 
 he thinks that fashion industry should be made up of culture, network and talent team. "In this respect, I think Shaanxi has great advantages. Shaanxi takes up the superiority of traditional culture and complements its cultural industry design, and there are many design institutes. In fact, clothing is culture, if done well, it can provide a real economy for the development of cultural industry, and avoid the phenomenon of "hollow shell" of cultural industry. 
 MA Dong has described to reporters what his ideal Shaanxi garment industry stands up: Xi'an will become a clothing culture cluster and a concept center, spreading cultural soft power with clothing.