| Shenzhen (深圳) is one of the innovating leaders in China's apparel industry, and it is finding the way to reach new heights by intensifying design and branding efforts, Amy Xiao writes深圳是中國成衣業的創新先鋒，並積極利用設計及品牌努力再登高峰。 |
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| There are more than 3,000 apparel-making enterprises in Shenzhen, employing over 300,000 workers. (Photo source: Yiner) |
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Situated in Guangdong province of South China, the city emphasizes high added value products.
Most textile and apparel goods processed in Shenzhen are exported, and about half of them shipped to the US, in addition to a large volume of exports being re-exported via Hong Kong to the US. These goods are primarily apparel, intimate wear, dyed and printed fabrics, and beddings.
Shen Yongfang |
Output value of the Shenzhen apparel industry was close to RMB100 billion and export value topped US$6 billion last year.
There are more than 3,000 apparel-making enterprises in the city, employing over 300,000 workers. Among Shenzhen’s 700 local apparel labels, approximately 180 are relatively known and marketed in the top- and second-tier cities across China, sharing about 60% of the country’s apparel market, according to the data provided by the Shenzhen Garment Industry Association (SGIA) (深圳市服裝行業協會).
“Fashion apparel products from Shenzhen are characterized with vogue design, distinct personality, diversified culture and unique fabrics. They are often regarded as trendsetters in the country and designers based in the city like Luo Zheng (羅崢) and Liang Zi (梁子) have been awarded for their creativity,” said Shen Yongfang (沈永芳), secretary-general of SGIA.
“Shenzhen is a young and migrant city, as well as a land of new ideas favoring creative progress of the apparel industry,” explained Zhou Sheng (周勝), president of Eachway Fashion Group (藝之卉時尚集團). Moreover, industry data show that three quarters of Shenzhen apparel enterprises annually invest 5-15% of the total sales revenues in design, innovation and product research.
Nonetheless, like other export-oriented apparel enterprises in Asia, Shenzhen’s garment makers have been adversely impacted by the current financial crisis.
China as market gets more crucial
The number of Shenzhen’s export-oriented apparel manufacturers, especially those receiving processing orders, dropped from over 1,200 in 2007 to 800 in the first half of 2008. The SGIA estimated that roughly 400 of them are operating actively after the global economy went downward. She urged local enterprises to take the opportunity to upgrade themselves rather than being destructed by the economic downturn. Enterprises with their own brands and a domestic consumer base in China might have a better chance to survive. Yinger Fashion Group (影兒時尚集團) is an example.
Positioned as an elegant metropolitan fashion brand targeting aggressive, self-loving and young-minded mature metropolitan women, Yinger Fashion Group continued a good year in 2008 with its three womenswear labels namely Yiner (影兒), a younger and elite line called Insun (恩裳), and the newest label Psalter (詩篇) established three years ago.
Sales revenue of the Yiner (影兒) label grew 20% last year, whilst that of Insun jumped 40%, and it is in intense competition with other international, premium brands in the China market. The Group currently operates nearly 1,000 stores across the nation.
Yiner stands for elegance and vogue |
“The 13-year-old enterprise regularly visits South Korea, Japan, Europe and the US to look for inspiration and to gather up-to-date market information. We are confident to swim through the current financial crisis and keep developing our brands,” said Yuan Jingyang, the Group’s marketing director.
In addition to Yinger Fashion Group, many other enterprises have established their own local labels as China has become a more significant consumer market.
Output value of local branded products in Shenzhen increased from below 10% in the 1990s to 49% in 2008. Last October, the authorities officially set up a project to gather some 20 Shenzhen’s famous fashion enterprises including Liangzi (梁子), Jessie (傑西), Yihongrun (億弘潤), Ellassay (歌力思) and Eachway (藝之卉) under an image of the “Shenzhen women’s wear regional brand”.
Background information is provided by Shenzhen Garment Industry Association.
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