——Analysis of the rise track of Yishang Town, a characteristic town in Zhejiang Province (I)
Summer is often referred to as the season of women. Beautiful and charming curves, combined with fashionable and trendy dresses, add infinite scenery and imagination to the world...
Not yet in the summer, Yishang Township in Yuhang District of Hangzhou has entered the busiest season of the year. In order to welcome the upcoming fashion summer, the fashion designer from Canada, Ms. RozeMerie, and many of her colleagues are enthusiasm in their respective studios to mobilize their artistic inspiration and sway their creative talents. The fashion elements and fashion design that come out from here will become a part of the popular style and fashion trend this summer. In a few days, a joint release of Asian fashion designers will also be staged here. Yishang Township has already been in the mouth of fashion.
From the struggling, still unable to get rid of the decline of the clothing industry cluster, to today's clothing industry, the fashion industry has been eagerly sought after in the characteristic town, and one of the 13 benchmark towns in Zhejiang Province, Yishang Town only I have gone through just over two years.
The traditional industry turned gorgeous, the rise of Yishang Township, behind this, what exactly is "exclusive function"?
Seize the opportunity and take a ride on the "characteristic town"
Yishang Town is located in Linping New Town, Yuhang District, Hangzhou. This city of Jiangnan is known as the “Silk House†in history. It is known as the famous Chinese cloth city. At the APCE meeting in Shanghai, the “Tang suit†worn by the leaders shocked the world, and its fabrics were produced in Yuhang.
Around 2000, “Hangpai Women’s Wear†became popular in the domestic market. Located in the hinterland of Linping New Town, Qiaosi Street has always been an important processing and production base for “Hangpai Womenâ€.
However, processing and manufacturing is the lowest value-added and most intensive link in the entire garment industry chain. Expansion is easy to shrink. Once it suffers from market downturn, rising labor costs, and network sales shocks, the consequences of this simple and rude model are often It is difficult to bear.
In recent years, not only Qiaosi, the entire Zhejiang and even China's garment industry have all entered the crossroads of “overcapacity†and “high inventoryâ€, and the supply side reform of the garment industry is imminent. Without reform, it is undoubtedly a dead end.
For more than a decade, due to the reluctance to work on technology, design and brand, and only keen to grab the market to run sales, Chinese clothing companies have become synonymous with low-end. Now that the market environment has changed, it is forcing companies to upgrade their designs and improve their quality, and work hard on supply-side reforms.
Fortunately, in the face of tremendous pressure from the transformation and upgrading of the traditional apparel industry, the China Garment Association and the China Fashion Designers Association have been looking for ways to break the problem, hoping to find a carrier that can promote the transformation and upgrading of the Chinese apparel industry.
During the “Thirteenth Five-Year Plan†period, Zhejiang Province took the “characteristic town†as its starting point, focusing on the development of seven trillions of industries, and the fashion industry ranked among them. In order to promote the transformation and upgrading of the fashion industry, Zhejiang issued the "Outline of the Fashion Industry Development Plan (2014-2020)" and other documents, which marked the blueprint for the fashion industry and pointed out the direction.
In this context, in 2015, Yishang Town, located in Linping New Town, came into being.
Yishang Town name is a homophonic clothes. It is the “13th Five-Year†Innovation Demonstration Base of the Chinese Apparel Industry jointly established by the Yuhang District Government and the China Garment Association and the China Fashion Designers Association. It is also the permanent venue of the China Fashion·Hangzhou Summit. It was selected into the first batch of textile and garment creative design pilot parks (platforms) in China.
The planned area of ​​the town is 3 square kilometers. It was included in the first batch of provincial-level characteristic towns in June 2015. The construction started in October 2015 and officially opened in September 2016. In the past two years, Yishang Township is moving towards her goal of “building a new landmark in China's fashion industryâ€.
Yishang Town is not only speed, but also efficient, and it has every detail and every detail. Everyone who comes to the town can feel the charm and unique intention of the design; Yishang Town is not only the quantity, but also the quality, always insist on the boutique investment. For the designers and enterprises that settled in the town, they are required to have more value and to lead the transformation and development of the entire garment industry. The appearance of Yishang Township can be described as a timely rain. It not only brings new opportunities for transformation and upgrading of garment enterprises in Qiaosi, but also provides a “test field†for how the “Hengyang Industry†of the garment industry is innovative and changeable.
Breaking the "low and small scattered", the town's characteristics firmly lock the "three highs"
So far, Zhejiang Province has announced two batches of 79 characteristic towns that have been cultivated in the province, and 13 of them have been listed as provincial-standard towns. Yishang Town is one of them. Why can Yishang Town be a benchmark for Zhejiang's characteristic towns?
Looking back, the reason why the clothing industry in Qiaosi is struggling is getting worse and worse. The crux of the problem lies in "low and small scattered." As the decision-making management department of Yishang Town, Li Minhua, secretary of the Party Working Committee of Linping New Town in Yuhang District, said: "From the day we decided to build Yishang Town, we will make up our minds and resolutely get rid of the low level of traditional clothing enterprises. The low value-added quagmire firmly locks the characteristics of Yishang Town to high temperament, high grade and high value."
In 2015, the first batch of Jieke (Hangzhou) JAC Clothing Co., Ltd., which was stationed in Yishang Town, is a very typical example.
The company's predecessor was a regular Hangpai women's wear company based in Qiaosi. In 2013, in order to survive and develop better, the company decided to abandon the processing of materials, turn to branding, and adapt to the market with quality and creativity. At a trade fair, the company met with the top designer of Canada, Ms. RozeMerie. The two sides hit it off and decided to cooperate on the spot and introduced the famous Canadian brand JAC with 30 years of history to China.
People have ideas and ideas, but the biggest problem facing them is that there is no suitable design and production base.
Until the emergence of Yishang Town in 2015, enterprises under the pressure of transformation saw the dawn and hope: industrial chain resources, convenient transportation, low office comprehensive cost and generous support policies, which is what they can't ask for. thing.
“The positioning and temperament of Yishang Town is in line with the image development of our brand.†Li Ning, general manager of Jieke (Hangzhou) JAC Clothing Co., Ltd. said, “JAC is a mid-to-high-end womenswear brand, she has the fashion of Paris, Italy's sexy, North American freedom, this temperament and the art of the town is very close to the industry, we can say it is love at first sight."
Similarly, as a top designer, Ms. RozeMerie describes the art town – “It makes me feel very home.†Today, Ms. RozeMerie, who is in the art town for 10 months a year, has fallen in love. This aura of land, whether it is the feeling of architecture here or the entrepreneurial and innovative atmosphere of the whole town, makes her obsessed.
Whether it is the positioning of the entrepreneurs or the atmosphere of the designers, it is actually the recognition of the overall planning and image design of Yishang Town.
Introduced by Huadong, director of the Linping New Town Management Committee, Yishang Town innovatively divides the spatial pattern into “one center, three blocksâ€, one center refers to the cultural and art center, and the three blocks are the fashion and cultural district, the fashionable historical district and the fashion. Art block. The Cultural and Art Center is centered on the Grand Theatre and the Art Center Complex, covering the Civic Square, Exhibition Center, Cultural Center, Art Gallery and various commercial packages. The cultural district brings together the most original and original fashion designers in China, and has introduced 9 top domestic and foreign designers and 14 companies. The Art Street District has attracted domestic and foreign apparel companies' regional headquarters or e-commerce headquarters to settle in, and has signed 21 companies. The historical district has introduced 200 home appliance companies, and 25 Wenchuang and technology-based enterprises have settled in.
Looking at Yishang Town, “International Fan†abounds
Fashion is the logo of Yishang Town, which is different from other characteristic towns in Zhejiang Province. The borderless and cross-regional characteristics of fashion determine that Yishang Town must jump out of its own area of ​​3 square kilometers when seeking its own positioning. The more open view overlooks the entire fashion world, thus precisely cutting the pulse of fashion front. Adhering to the urban spirit of “exquisite, harmonious, atmospheric and open†in Hangzhou metropolis, Yishang Town has found an accurate value orientation – “internationalizationâ€.
Since last year, the French Fashion Institute, the Sino-French Fashion Cooperation Committee and other small towns have joined hands. The release of the Korean designer selection plan has attracted more international talents to “tour†into the town...
In the near future, there will be a Chinese fashion education college in Yishang Township, and preparations have already started. In addition, it will cooperate with the New York University Fashion Institute, the St. Martin's College of Art in the United Kingdom and the three internationally renowned fashion schools of the Italian Maranoni College. Some domestic excellent fashion design graduate selection activities are important measures, and some outstanding young people will be sent to the UK to participate in the "University Fashion Week" held in London.
Not only that, considering that local entrepreneurs generally lack international vision, Yishang Town also organized them to study at the French Fashion Institute, let them experience the specific practice and significance of brand culture shaping and brand value-adding.
In the fashion capital of Paris, enter the fashion hall-level college, listen to Hermès, Givenchy and other international first-line brands of in-service executives and senior experts tailored for this Hangzhou team, entrepreneurs are shouting: "Open I have a vision and a long experience."
In June of this year, the “2017 Asian Fashion Federation China Conference†will be held in Yishang Town. The Asian Fashion Federation (AFF) was formed by the China Fashion Designers Association, the Japan Fashion Association, and the Korean Fashion Association. It was established on November 22, 2002. Singapore, Thailand, and Vietnam joined AFF in 2007, 2008, and 2009 respectively. At that time, more than 400 people from gathering guests from member countries, leaders of fashion associations around the world, well-known clothing companies and designers at home and abroad will gather in the town to discuss the theme of “Internet + era without borders fashionâ€.
In the future, the Asian Fashion Federation will also use Yishang Town as the permanent venue of the China Conference, and the Asian League China Secretariat will also be located in the town.
cbd gift box, cbd box makers, hemp box company, cbd box delivery, Wholesale CBD Boxes
Shenzhen Yi Ding Peng Packaging Design Co., Ltd. , https://www.szydppackages.com