For many fashion brands, platforms like Instagram, Weibo, and WeChat are not only the means to create hotspots during the fashion week, but also an important part of their social marketing strategy. We can see that fashion brands have not relaxed their marketing spread on social platforms while working overtime to show off the show. After all, a successful social event can create hot topics, make the brand a headline news, and win the attention of the target consumer group.
People live in a fast-paced society, hoping to see more information, and some even use the online platform to screen online 24/7. Fashion shows on these platforms showcase the imaginative behind-the-scenes passion, and also provide a platform for designers to display their work on a global scale. The online platform has replaced the role of fashion magazines in many aspects. The live broadcast, video or photo-taking of the T-stage has always been a privilege for fashion magazines. Now, because of the existence of the online platform, the majority of the audience can enjoy this "privilege". It’s fun.
The population base is large, and there are many individual needs. Various platforms provide reference and reference for the public's life and practice, and rapidly improve people's ability to participate in competition. In the textile industry in the traditional concept, do you imagine drinking a cup of coffee and tasting Italian cold meals while choosing new fabrics and patterns? At Keqiao, the lifestyle of “mix and match†across fabrics, fashion and creative work is being accepted by more and more textile people. In addition to dealing with fabrics all day long, are you still listening to the designer's lectures after enjoying the full-projection catwalk video, or making new friends in the Textile English Salon? Among them, the personalized service platform plays an increasingly important role.
Leading individuality with fashion creativity
Since 2011, Keqiao District has implemented the “Service Industry Development Zone†strategy, the business service industry has become increasingly prosperous, the leisure and tourism industry is booming, the sports exhibition industry is booming, and the e-commerce industry is booming... Keqiao is a new modern Service industry cities are on the rise.
Behind the numbers are innovative developments in various fields. The added value of Keqiao District as a percentage of GDP increased by 9.5 percentage points from five years ago. In the field of textile and garment, "Keqiao District Fashion Industry Development Plan" (2016 ~ 2020), as the guiding policy of Keqiao District's fashion and creative industry, strives to comprehensively develop "fashion design, fashion manufacturing, fashion" during the " 13th Five-Year Plan" period. The four major areas of consumption and fashion services have injected new power, new vitality and new atmosphere into the “Fashion Keqiaoâ€. “Fashion†is no longer an “impression†for Keqiao Textile, but an industry that is the “growth pole†for the economic development of Keqiao.
Local service station boosts “Fashion Keqiaoâ€
In May 2016, the China Fashion Color Association Keqiao Service Station was officially established, which means that Keqiao Textiles will be able to obtain the “Fashion Classic†at home.
It is reported that this is the first local service station established by the China Fashion Color Association. In the future, China Fashion Color Association will recommend regular or irregular keqiao foreign experts to organize all kinds of colors, product display, fashion trend seminars, and carry out casework counseling for enterprises.
"Keqiao District Fashion Industry Development Plan" requires that we continue to do fine fashion exhibitions and China Keqiao Textile Index , and form a series of fashion information in the fields of fashion trends, market supply and demand, resource prices, etc., making Keqiao fashion elements become the industry's vane, Build Keqiao fashion industry's leading position in the province and the national authority status; focus on supporting a group of fashion media, build a professional fashion information publishing platform; vigorously cultivate financial holdings, fund investment and other financial new formats, build a standardized and active fashion Venture capital financial service system.
Like the China Fashion Color Association, Keqiao’s “Guo Zihao†fashion service organization will be more and more in the future, and fashion services will become an indispensable part of Keqiao’s fashion industry. "Keqiao district fashion industry development plan" put forward, "Thirteen Five" period around the traditional industries to upgrade the fashion industry needs to cultivate strong professional, high industrial integration, the leading role of the service sector significant fashion to form a complete The fashion industry service chain and overall solution to create an internationally renowned fashion element release center, and strive to exceed 8 billion yuan in output value by 2020.
Fashion@家进轻纺织城 "Three Entrepreneurship"
In recent years, around the construction of “Three Keqiaoâ€, the “Three Entrepreneurship†of China Textile City has been accelerated. The Keqiao District Committee and District Government attaches great importance to the development of fashion and creative industries and strives to promote the transformation and upgrading of the textile industry. At the beginning of this year, the fashion@home platform relied on the government and market advantages to emerge as a display center for Keqiao textile enterprises to provide new fabrics and creative achievements, providing a place for fashion designers to communicate and learn. This platform promotes Keqiao. Further development of the creative industry.
The fashion@home showroom has a construction area of ​​approximately 370 square meters, equipped with advanced multimedia equipment, and has a new fabric integration exhibition center, designer brand achievement display and trading platform, designer fashion exchange business docking platform, and textile industry creative industry achievements display. The center, the creative pattern copyright registration protection platform, five functional blocks, and also provide high-end business meals and other ancillary services. The exhibition hall carries a number of functions: first, it is a display platform for new fabrics and new patterns; second, it can be a venue for lectures, events, and catwalks; and third, it is a warm and homely environment with high-end light meals. It is the best place for business negotiation and communication. In terms of platform activity planning, there is at least one exchange activity every month, such as fabric trade fairs, corporate training sessions, designer lectures, etc.
Fashion@家 is the first textile company in Keqiao District to display creative achievements and designers to communicate and dock. More and more Keqiao enterprises with R&D capabilities can use this platform to showcase the creative industry's phased results and jointly promote China Textile City. Three times of entrepreneurship."
Textile industry to accelerate the construction of new service center
In order to promote the transformation and upgrading of the traditional textile industry, since 2008, Keqiao District has comprehensively started planning and building a 500,000-square-meter textile industry creative design base in Keqiao District of Shaoxing based on the F5 Creative Park. The featured industrial design demonstration base was awarded the first batch of textile and garment creative design pilot parks (platforms) in the country by the Ministry of Industry and Information Technology in 2017.
The base mainly includes F5 Creative Park (including Creative Building), Science and Technology Park (including Science and Technology Building) and China Textile City Creative Park. F5 Creative Park where major textile raw materials, fabrics and clothing creative design technology, appearance and brand marketing aspects; Science and Technology Park is set management office, R & D testing, personnel accommodation, business support and other functions into one; China Textile City Creative Park It has the functions of R&D design, software development, engineering design, headquarters economy, creative enterprise and venture capital enterprise, and financing guarantee institution.
At present, Keqiao District Textile Industry Creative Design Base has settled in 386 enterprises, including 143 industrial design enterprises, more than 3,000 related employees and more than 1,200 designers. In 2016, its operating income reached 1.038 billion yuan, of which R&D and design revenue was 180 million yuan, driving the downstream industrial and trade enterprises it served to achieve sales of 18.3 billion yuan. In the first half of 2017, the base design revenue reached 593 million yuan, of which R & D and design revenue was 119 million yuan.
Since the establishment of the base, Keqiao District has been committed to the introduction of relevant support policies for the Science and Technology Third Park to support the introduction of design talents, institutions and activities. In 2016, Keqiao District also issued the “Policy Opinions on Accelerating the Development and Development of Fashion and Creative Industries†for the first time, clearly establishing 15 million yuan of fashion creative industry cultivation and support funds, covering the copyright protection of fashion and creative industries, the construction of fashion and creative parks, and fashion ideas. Four aspects of industrial leading cultivation and fashion creative activities have provided a clear industrial orientation for the development of the fashion and creative industry in Keqiao District, creating a good atmosphere.
In order to better carry out standardized operation management of the base, Keqiao District established Shaoxing Keqiao District Textile Industry Design Management Co., Ltd. in June 2012. This state-owned company specializes in managing Keqiao's fashion and creative industry base, and also introduced " Shaoxing Keqiao District Textile Industry Creative Design Base Management Measures, the institutionalization, specialization and normalization of the park.
Up to now, the park has cultivated a number of excellent design and R&D enterprises, such as color enamel design, primary color digital design, enamel Huajing, Shiji, etc., and hatched a number of outstanding brands such as Ji Maliangsi, Baisi Garment, and Walter Net. platform. The park can design more than 40,000 patterns per year, register more than 3,000 appearance patents, and design more than 2,000 garments and home textiles. It serves 9000 batches of industrial and commercial enterprises. The service covers two-thirds of the enterprises in the region. Manufacturing and trading companies have achieved good results.
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