Jimo: Deriving the regional industry international dream through the fashion season

How to reshape the value of China's garment manufacturing industry? Where is the pivot for instigating manufacturing integration innovation? In the past two years, by hosting the international fashion season, Jimo, a famous Chinese knitting city, tried to find an answer.

In 2012, Jimo focused on the development of the traditional knitwear industry and established the idea of ​​“brand-driven transformation and upgrading”. In 2012, Jimo commissioned a professional brand organization to complete the regional international brand of “Kanshanwan·Fashion” in the knitwear industry. Positioning; or in 2012, Jimo successfully hosted the first "national name" international fashion season. As one of the four “Guo Zihao” exhibition events hosted by the Shandong Provincial Government, the fashion season successfully upgraded the traditional manufacturing to “China Zhizhi”. In 2014, Jimo will focus on building a cooperation platform for the three countries' clothing brands in China, Japan and Korea, and will create the international fashion season as a high-end, broader international brand feast.

Holding a group to promote local companies

Jimo Textile and Garment Industry, which has strong clothing manufacturing strength, is aiming to gather the core resources of the industry chain and create a new garment manufacturing industry chain. However, to achieve this goal, the Jimo textile and apparel industry not only depends on the brand, but also the fundamental support lies in market development. Looking back at the feast of the Jimo fashion season, it is not difficult to find that this is a seamless connection between the brand and the market.

From August 19 to 22, 2013, the International Fashion Season of China (Jimo) 2013 was held as scheduled. This provides the most intuitive sample for the value reshaping and integrated innovation of “Made in China” and opens a new journey for “new manufacturing” of Chinese clothing.

In the international fashion season, the 2013 China Garment Manufacturing Expo, the ·································································································· Industry chain, upstream and downstream platforms. Compared with the first international fashion season held in 2012, the industrial characteristics of this year's fashion season are more prominent, and the industrial chain integrated into it is more complete, achieving a greater range of resources.

During the second international fashion season, 21 well-known brand enterprises such as Hair, Red Collar, Xueda, and Hongni, as well as representatives from market players such as clothing market and small commodity city, appeared in the exhibition, involving textile and apparel, bedding, arts and crafts. In 6 industries, the booth area is 20,000 square meters.

"The main purpose of hosting the international fashion season is to firmly grasp the important links of high value-added in the apparel industry chain, attract top talents, advanced technology and design energy from the world, help related companies win the market and lay the foundation for continuing to lead the country." Ren Riping, director of the Jimo City Bureau of Industry and Information Technology, said.

In order to better show the elegance of Jimo Knitting City and highlight the characteristics of “National Export Textile and Garment Quality and Safety Demonstration Zone”, Jimo City has organized a special exhibition area of ​​“100 billion aircraft carriers for textile and garment industry” and organized 21 brand textile and garment enterprises and 20 companies. The market players have carried out a concentrated exhibition.

In the exhibition area of ​​the group, the theme of “Jimo, China Knitting City”, “Brand Value·Fashion Charm” as the main line, and the “Laoshan Bay·Fashion Tide” regional brand as the main tone, showcasing the strong momentum of Jimo textile and garment industry. Manufacturing power and potential brand strength have caused great concern from the outside world.

In order to create a deep dialogue and docking platform, Jimo organized a series of visits to corporate exchanges during the fashion season. Invite professional guests, associations and enterprises to visit the International Trade City, the International Garment Industry City and the country's first clothing brand incubator center. This deep docking and promotion directly opened up market demand. Through the visit, China Sewing Machinery Association and Xueda and Hongni respectively reached the international advanced sewing equipment procurement cooperation intention.

In fact, in order to allow textile and garment enterprises to obtain the continuous driving force to open up the market, Jimo has created conditions for enterprises to open up markets through various channels, such as organizing enterprises to participate in various domestic and foreign exhibitions and conducting international certifications to support foreign trade enterprises to consolidate and upgrade traditional markets. Actively expand into emerging markets.

It is understood that Jimo City has fully subsidized the booths of enterprises participating in the Canton Fair for three consecutive years, which has led to a substantial increase in the number of contracted transactions.

Boost industrial resource integration

What are the advantages and bottlenecks of the Jimo clothing industry? Che Yunhong, chairman of Qingdao Hongni Brand Management Co., Ltd. believes that the advantage is that it has a sound upstream and downstream industry chain and policy support. The bottleneck is that the integration cost between the industry chains is too high. According to this, the 2013 China Garment Manufacturing Expo has the theme of “link”, which means connecting upstream and downstream, connecting brands and manufacturing and processing enterprises.

The Laoshan Bay 2013 China (Jimo) International Fashion Season covers enterprise resources in all aspects of the industrial chain such as garment manufacturing, development and design, raw material procurement, product production, warehousing and logistics, wholesale operations and terminal retail. Jimo has taken advantage of the opportunity to establish a database of participating enterprises. In order to achieve an effective interface with the city's textile and garment enterprises, laid a good foundation.

At the same time, through the “link” of the international clothing season, Jimo City can screen excellent enterprises such as fabrics, R&D, and e-commerce to provide quality services for enterprises entering the incubation center. This makes Jimo always in the leading position in the industry in the integration of upstream and downstream resources in the industry chain.

It is understood that in 2013, the international clothing season invited 18 top professional guests, industry leaders, brand technology experts and enterprises to adopt the form of “ONE-TO-ONE, ONE-TO-MANY” to build a guest and business. The communication platform effectively meets the individual needs of the participating companies.

Through "one-on-one" negotiation and docking activities, Hengda Group and Chairman of South Korea PFIN Company Yu Xiuzhen, Hongni Group and Beijing White Collar Fashion Miao Hongbing, Japanese clothing brand expert Soybean Sumida President, Haoer Clothing and Zhengzhou Leading costumes Chen Yongbin and other 18 professional guests have been effectively docked, and more than 50 companies have established links with high-quality resources to fully integrate resources in terms of market, brand and technology.

In fact, during the international fashion season, the most anticipated textile and apparel companies in China are through the “one-on-one” docking activities, which enable experts to deeply understand and timely guide enterprises to achieve integration in production, manufacturing, research and development, and the fashion season. It has built an integration platform for apparel companies and resource holders.

Apparel companies and entrepreneurs have a sense of transformation and upgrading, but there is still a long way to go from specialization. To this end, the fashion season held a special training event for “Snowda·Famous Wisdom”, and invited 9 domestic and foreign experts and scholars from the School of Art and Engineering of Beijing Fashion Institute to conduct e-commerce and brand building. The field specialized training, and held 18 special tenders such as “Brand Merchants Purchasing Bidding”, and nearly 2,000 corporate marketing and management personnel participating in training and bidding activities.

It is understood that in the international fashion season held in Jimo, it has broken through a lot of "conventional". This is the first time that the international fashion season has been held in county-level cities. Previously, the same type of exhibition activities were held at least in the cities above the provincial capital.

Target aiming at "China's wisdom"

China's garment industry has spent 30 years becoming the world's number one garment producer, consumer and exporter, affecting and changing the global apparel industry. In the future, how can China's garment manufacturing industry continue to be legendary? How to transform from a big manufacturing country to a manufacturing powerhouse? How to promote the transformation of the clothing industry from "Made in China" to "Created in China"?

In the journey of “new manufacturing” in China's garment industry, the most important issue is to re-recognize yourself and reposition yourself to find out what is the most advantageous and core technology. Re-examine and determine the future direction of Chinese apparel companies. In the future, manufacturing will be the output of science, and technology will be the expression of art.

“The fashion season is a smart field and energy field that promotes brand intelligence.” Zheng Deyan, the mayor of Jimo City, said that the Chinese garment industry is in the transition period of “Made in China” to “Made in China” and needs to build a brand under the world structure. The foundation and ability to use the world's advanced wisdom, resources and successful practices to drive the "Chinese wisdom" to take root.

What the clothing manufacturing industry wants to cross is not only the brand, not just the creation, but also the discovery and reshaping of value. Whether China's garment manufacturing can create a business with Chinese characteristics depends on whether it can conduct comprehensive management in all aspects of R&D, design, production, sales, marketing, etc. It is imperative to establish a modern industrial chain integrated innovation system.

The Chinese garment industry must create a scientific chain with an international outlook and a scientific level. Only when the supply chain is completely designed and optimized can the power and the power of integrated innovation be formed. "New manufacturing" has become the core of China's garment upgrade.

Not only that, but to create a new type of Chinese clothing manufacturing industry, it is necessary for Chinese companies to get rid of the vicious circle of price wars by providing the market with “heterogeneous” with “unique quality” and products or services that competitors cannot imitate. Take the route of “producing good products and creating a better life”.

In this regard, the fashion season frequented Xueda Group made a successful exploration. The company still insists on “branding”, but unlike ordinary OEMs, Xueda has a strong “core”: independent research and development capabilities. The company has established a strong R&D team, and works closely with Japanese advisory groups and domestic universities and colleges to launch the world's most cutting-edge underwear new fabrics every year.

Although it is doing OEM production, Xueda breaks through the garden of traditional OEM manufacturers and integrates “creation” elements into production. With this unique way of labeling, Xueda not only enjoys a higher profit margin, but also “marriage” with the world's top companies, and uses these companies to acquire the ability to occupy the international market.

For Jimo, the international fashion season has organized high-quality resources at home and abroad, and has achieved a development route from manufacturing to brand. Focusing on this main line, we will gather the core resources of the industry chain, build a brand incubation platform, create a new clothing manufacturing industry chain, and explore new paths for China's new garment manufacturing industry.

According to reports, in 2014, Jimo will use the international fashion season to promote the convergence and cooperation of the garment industry in China, Japan and Korea. Ren Riping, director of the Jimo Bureau of Industrial and Information Technology, said: "The three countries are based in the East Asian business circle. The cooperation platform is built with international elements that are in line with the brand positioning, and is closely linked with the current 'free trade zone hot'. It is a new transformation and upgrading idea."