Shenzhen Garment Industry Welcomes "Quality Era"

In 2014, the economy of Shenzhen increased steadily. "The Shenzhen economy has embarked on the path of quality growth and connotative development. The spanformation and upgrading are on the right track, the driving force for innovation continues to grow, the quality advantages begin to highlight, and the new growth points of strategic emerging industries are accelerating." As Xu Qin, mayor of Shenzhen, said, Shenzhen is achieving steady growth, and quality development has become a new normal for Shenzhen's economic and social development.

According to the statistics of Shenzhen Municipal Bureau of statistics, in the 1 to the 3 quarter of this year, the gross domestic product of Shenzhen increased by 8.5% compared with the same period last year, an increase of 0.5 percentage points from the first half of the year, a decrease of 12.1% in the first industry, 7.6% in the second industry, 44.2% in GDP, 0.5 percentage points lower than that in the same period last year, third growth in the industry, and an increase of GDP percentage points, a percentage point higher than that in the same period last year.

Most industries achieved positive growth, total profits and taxes of Industrial Enterprises above designated size increased 20.8%, 4.6 percentage points higher than that of the same period last year, of which the advanced manufacturing and high-tech manufacturing industries grew faster, and the efficiency of enterprises increased significantly.

It is understood that Shenzhen In the top 10 industries, Shenzhen was once seen to be "bad". Clocks and watches , clothing The 3 traditional industries of furniture, which rely on independent innovation and creative design ability, have made magnificent turns in the domestic and foreign markets.

The reporter has learned that more than 75% of Shenzhen's clothing enterprises regard 5%~15% as a design, innovation and research and development fund. This also means that these enterprises have been purely manufactured in the past, but now they pay more attention to design, sample clothing, brand promotion and visual image engineering.

For example, women's clothing in Shenzhen now has more than 1000 independent brands, including more than 100 famous brands in China. These enterprises rely on their own brands to open up high level markets both at home and abroad, and have gained considerable popularity, and have also ushered in their "quality era".

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Although Nike and Adidas are changing the practice of opening a comprehensive store in the past, they began to try to deepen the field of women's segmentation. But in fact, the two companies are quite different in understanding and positioning women's stores. This is not difficult to see through two of the first stores that have been laid out in China.

Adidas's first Chinese women's store is located on the three floor of Financial Street shopping center in Xicheng District, Beijing, and is adjacent to LV, GUCCI, Zegna and other luxury brands. It is not difficult to see that the Adidas women's store is not prepared to face the mass consumption crowd. Its service object should be more inclined to high-end consumer groups.

"Financial Street is a gathering place for high-end white-collar and golden collar. Adidas chose to arrange the first women's shop in this layout, and its product oriented development idea came down in one continuous line. Adidas's opening of women's stores is the hope that the sale of good high-end products in other areas will come to China to sell on the ground, and the position sought will also reflect this starting point. The key road sports consulting company CEO Zhang Qing analysis said.

Financial Street Adidas shopping center women's store shopping guide said: "our shop is mainly for female consumers, so the women's products are more complete. Besides clothing, sports shoes, socks gloves, ski boots, yoga mats and so on. In addition, half of our store is a designer brand stellamccartney for high-end consumer groups.

Unlike Adidas women's stores, which mainly rely on sales, Nike women's experience shop is more like a women's Sporting Club Hotel.

It is understood that the area of 420 square meters of Nike Shanghai iAPM women's experience shop in addition to providing about 100 sports products covering clothing, shoes, accessories, and other sports products, the store also installed the first Nike+ gait analysis system in China. The system can be combined with Nike+ Running application to capture, record and analyze consumer's foot shape, gait, exercise habits, running history and other information, so as to help consumers choose suitable footwear.

And Nike Shanghai iAPM women's experience shop will also regularly invite fitness instructors, health experts and private sports modeling consultants to interact with consumers.

Nike leader Mandy said, "this is a good place for girls like me to run."

Nike signed coach Wu Xueqin said: "women's experience shop is more like a very open female Sporting Club Hotel, no matter how the foundation of sports can be added, no matter what kind of sports you like, you can find like-minded friends here."

In Zhang Qing's view, although Nike and Adidas have opened women's stores, there is a great difference between the two sides in understanding and positioning women's stores. The main starting point of Nike is to stimulate the enthusiasm and desire of women consumers, so what we want to build is not only to sell sports products, but also to train consumers' Sports Hobbies in the form of interaction. And Adidas is different, more is moving with demand, see in recent years, the market sports fashion gradually become the trend, so the introduction of designer brand stellamccartney.

The difference between the two sides is caused by the difference of the two companies' genes. Nike is more like a sports marketing company, while Adidas is a product driven company. "This is the main reason why the distance between Adidas and Nike is getting bigger and bigger in recent years. After all, only products are not enough for the market, and consumers should like and love sports. " Zhang Qing thinks.