Brand Culture: Condensing Design Power To Open Haining Brand

I swear: "insist on originality, healthy competition, friendly relationship and mutual exchange", On March 25, 2021, Haining China original design week launching ceremony, under the supervision of Zhang Yueming, vice president of China Leather Association and chairman of Haining China Leather City Co., Ltd., Shi Hongwei, President of Haining Fashion Designers Association, Ren Min, vice presidents of Haining Fashion Designers Association, Wu Xie, Li Xiangwei, Lu Xinyu and Hu Shaobin, designers Tan Jintao, Wu Xiaoyan, Liu yingxiaojing and Zhou Xiurong 10 representatives of designers solemnly swear. This is an unprecedented collective voice of Haining's design force, a witness of Haining's practice of originality over the years, and a milestone in promoting Haining's original design to a new era.

From March 25 to 27, 2021 Haining China original design week was held in Haining Convention and Exhibition Center. In a short period of three days, 2021 China leather and fur fabric design trend release, 2021 Haining clothing designer original trend joint release, Haining Yiyu original special release, 800 square static exhibition, more than 1000 new product display and release and other activities, showing the hard power of "design Haining".

Design forces gather in Chaocheng "dream workshop"

"This is a blowout of Haining's original design force!" Haining China Leather City related person in charge said.

As the "first hard dish" presented by Haining leather city at the beginning of the industry, 2021 China leather and fur fabric design trend was released under the joint promotion of Haining design core force, which brought authoritative release, pointed out the fabric trend, and was "praised" by the whole industry.

High quality leather and fur raw materials such as textured smooth leather, Tuscany, Merino and fetal wool are becoming the mainstream of the industry. Under the designer's pen, leather, fur and silk, acetic acid and other clothing fabrics fully connect, showing a new style of autumn and winter clothing; coral, bright yellow, fluorescent, macarone, in addition to the classic, along with the full convergence of design and consumer market, autumn and winter clothing colors become more rich and warm. Diversity, stitching and fashion are the main trends in autumn and winter 2021.

At the same time, Hongwei, Yingjia, Ruyue, Gouhua, Shanggu trumpchi, xuanke, joy, Jiuyi, huaguli More than 30 Haining excellent design enterprises appear at the exhibition, or static display or show release, just like a design summit of the whole industry.

Support originality to "escort hard core" of the industry

In the 800 square large static exhibition space on the second floor of Haining Convention and Exhibition Center, various products compete for Brilliance: a wrinkled leather ironed by an iron is sewed with beads and embroidered by hand. The innovative technology designed by Yingjia gives leather and fur new life; the combination of leather and fur with high-end fashion fabrics, combined with fashion accessories, such as moon design focuses on the youth of autumn and winter clothes Fashion and fashion. Digital printing technology is creatively applied to fur materials, and fengou design improves the quality of clothing from details; the combination of rich color language and fabric texture conveys a refreshing fashion attitude, which is the signature action of Yiyu design In this week of original design, hundreds of original clothes, covering all kinds of products in autumn and winter, fully demonstrated the characteristics of various design enterprises, interpreted the personality and freedom of original design, and showed the new situation of blooming of Haining original design.

Behind the blooming flowers is Haining's years of silent efforts in the field of intellectual property protection. "Only when the wisdom crystallization of enterprises and designers is well protected, can the original power grow freely." Haining City related departments responsible person said. As early as 2007, leather city took the lead in setting up an intellectual property protection reporting center in the national professional market. In 2017, the State Intellectual Property Office officially announced the first batch of national standardized intellectual property protection markets. Haining China Leather City ranked first in the total score, and it was the only market in Zhejiang Province. Last year, Haining China Leather City intellectual property rights protection assistance workstation was officially established.

It is understood that all products in the 2021 Haining original design week, whether on the show or at the exhibition stand, are all supported by copyright protection. This "amulet" is a "Medal" for Haining to adhere to originality and attach importance to the protection of intellectual property rights. It also shows Haining leather city's confidence and unswerving determination to support the originality, maintain the genuine edition and promote the benign discovery of the industry. Let heining design "vigorous growth" at the same time in the "standard track" speed up.

Design Haining opens all over China

Why does Haining China original design week gather such a large number of industry elites? How strong is Haining?

Haining has always attached great importance to design agglomeration and incubation. In 2010, Haining China Leather City brand fashion center with 210000 square meters, the first regional characteristic industrial design headquarters base in China, was established in 2010. Through cooperation with 12 design institutes at home and abroad, such as the China Academy of fine arts, the co construction mechanism of industry, University and research has been established to carry out industry trend research, enterprise design innovation service, design capacity building, design talent training, etc., 2012 It was listed as the provincial characteristic industrial design demonstration base. In 2020, leather city took the lead to set up the first national clothing association - Haining leather designers Federation.

The service ability of Haining design for the industry has been continuously enhanced, providing design services for more than 5000 manufacturing enterprises including Haining Leather Industrial Park and surrounding areas, as well as more than 5000 manufacturing enterprises in Beijing, Guangdong, northeast and Zhejiang. Up to now, Haining leather fashion town has more than 200 design enterprises, and the continuous increase trend is good. Including 2 provincial excellent industrial design enterprises, Jiaxing Haining Municipal Industrial Design Enterprises (centers) 16. It has more than 2000 full-time designers and 14 flexible senior designers from home and abroad. The design service revenue was 240 million and the transformation value of design achievements was 2.8 billion. Every year, more than 60% of the original leather design in China comes from Haining.

After more than 20 years of cultivation, development and accumulation, Haining has become the "dream factory" of Chinese fashion designers and the mainstay of Chinese autumn and winter fashion.