Shen Yongfang, Secretary General Of Shenzhen Fashion Association: Brand, Style, Creativity, Level Of Aspiration

Shen Yongfang, Secretary General of Shenzhen clothing association

Shenzhen is very young, because of its youth, it was once called the "cultural desert".

However, compared with those cities with a long history, Shenzhen has different urban characteristics from other cities. The cultural atmosphere presented by her has been gradually taking shape after more than 20 years of development. That is the unique temperament that Shenzhen possesses: pioneering and innovating, daring to dare to try, putting people first, taking all kinds of rivers and lakes, caring and helping each other, open mind and advocating excellence.

Surrounded by such a temperament, Shenzhen's fashion industry is also flourishing.

Shen Yongfang became the Secretary General of the Shenzhen clothing association in 1998. In the past more than 10 years, she has witnessed the whole process of Shenzhen's clothing brand from scratch to strength.

Ten years ago, Shen Yongfang formulated the development strategy for the Shenzhen garment industry, and set the ten year plan for five + five years.

"At that time, it was proposed that Shenzhen clothing should take the road of brand, so that more enterprises could turn from exports to domestic sales, and increase the added value of brands."

The road of brand, Shenzhen has begun to leave more than 10 years ago. On this road, there are songs such as Song Si Si, Ma Si Fei Er, Yi Hui, Tian Yi, lady house.

They have a common name -- "Shenzhen women's clothing".

Shen Yongfang recalled that during the "11th Five-Year" period, the overall brand of women's clothing in Shenzhen had greatly improved.

"Before 2006, many enterprises changed from raw materials processing to brand management. After 2006, these enterprises were making brand promotion, doing culture, creating ideas and making concepts, which is a distinct feature of Shenzhen brand."

Before the reporter interviewed by telephone, Shen Yongfang just went to a song.

"Their design is two degree development, first of all, the development of fabric and flower type, and then the development of products.

The product is divided into very detailed design, the design of the money type, and the design of matching accessories and shoe bags.

Shen Yongfang said.

As Shen Yongfang said, the women's clothing brands in Shenzhen now pay attention to the interpretation of the brand's ideas, ideas and creativity. They extend the control of the brand to the accessories, then extend them to the terminal stores, and extend the design concept to accessories.

"The scope of this promotion is very large.

At present, designing garments is no longer purely buying fabrics, cutting and designing styles, but from the development of fabrics, flower types, the two deep processing of fabrics, the design of product styles, and then the design of stores.

In addition, they have extended the previous single clothing design to decorations such as shoes package design.

In Shen Yongfang's view, five or six years ago, many brands could not do this. However, only in this way can we truly achieve a "brand".

"Forming a batch of advantageous enterprises with independent intellectual property rights and well-known brands and strong international competitiveness" is the goal of the "11th Five-Year plan" and provides opportunities for Shenzhen's fashion brand building.

"Which clothing company in Shenzhen has impressed you most?" the reporter asked.

Shen Yongfang has spoken out a series of brand names: "Song Li Si, Mass Phil, Ying Er, O Bo LAN Na, Tian Yi, Yi Hui, and Jesse, Mu Lan, lady house, love love, many, many."

Yes, every women's clothing brand in Shenzhen has its distinctive and distinctive style. They occupy the same position in Shen Yongfang's brain.

Speaking of them, Shen Yongfang is very familiar: Liang Zi's intention is to do the development of the Canton silk, the lady house is the lady's dress, the love and love, the singer is positioned in the elegant woman, Mass Phil is completely a European big style, Mu Lan walks the mature feminine route......

"Over the past five years, the style of each brand has become more and more obvious, including every activity of the brand, and it can also stick to its own ideas.

Like Yi Hui, its "original temperament can be read," "I am a flying fish," is the brand line that it always carries out.

Shen Yongfang said that the biggest change in Shenzhen women's clothing was Mass Phil.

"In the past five years, it has been a new force in the industry and killing all over the country."

"We insist on the style of a hundred flowers bloom. We have succeeded in this step."

Shen Yongfang said.

Shen Yongfang's ten year plan has been completed, and for her and Shenzhen's fashion industry, the first ten years are an extraordinary process.

"Our ideas have been realized, our plans have been successful, and we have renewed and higher goals in the next ten years."

In the next five years, Shen Yongfang's plan is to stick to the "going out" route, adhere to the innovative business model, and persist in the industry's mission to the sea.

"In today's market, you are the best, not the future.

Can you always be invincible in the ever-changing change? Can you adapt to the changes in the financial market? Are you very sure about the prediction of the fashion industry? "Shen Yongfang said, only innovation and change can be invincible.

The exhibition is like this, the industry is like this, the enterprise is even more so.

The innovation of business mode is the key work for her and Shenzhen enterprises.

However, Shen Yongfang also predicted that in the next five or ten years, the road of brand would be even more difficult.

The pressure of inflation, the changing market trend and the massive entry of international brands can not predict what changes will happen in the future market.

Therefore, only by strengthening their strength and stamina, holding industry together and innovating and changing, can enterprises cope with the changeable market.

Shen Yongfang, Secretary General of the Shenzhen clothing association for twelve years, sometimes feels tired.

Recruitment difficulties, soaring prices, business disputes, labor disputes......

When enterprises encounter problems, they mostly seek help from the association and Shen Yongfang.

"This requires us to communicate and coordinate with all departments.

We are serving the industry. We have a long way to go. We need to start from every detail.

Although it is very difficult, we must do our duty and listen to the fate of the people as much as possible. "

Shen Yongfang said.