Hangzhou Yishang Town Is Building A World-Class Fashion Town

Zheng Nianhua

Chairman of Hangzhou Yishang town Operation Development Co., Ltd

Hangzhou is known as "paradise on earth", and the beautiful scenery is the sincere feeling of every new comer. Here, the lake is bright, the vegetation is flourishing, and the architecture is fashionable and modern. However, the beauty of Yishang town is far more than that——

Yishang town has the beauty of industry. The town has gathered 2011 enterprises such as evry and inXX (UK), including nearly 100 regional garment enterprise headquarters. In March 2021, China garment science and Technology Innovation Research Institute officially opened its business, introduced the China garment intelligent manufacturing innovation alliance, and built a national digital fashion research center and R & D center.

Yishang town gathers the beauty of talents. The town promotes the transformation and upgrading of traditional clothing industry through "talent guidance", and makes accurate efforts to strengthen the chain and supplement the chain. At present, Yishang town has introduced 32 designers, initially forming new models such as "designer + online celebrity" and "brand + celebrity".

Yishang town shows the beauty of ecology. The town integrates tradition and modernity, history and fashion, nature and humanity, and accelerates the formation of a spatial pattern of "one center and four blocks", and highlights the beauty of natural and cultural beauty of "center", the beauty of fashion history of "block" and the integration of "supporting" functions.

Yishang Town, which officially opened in September 2016, aims to build "China's first digital fashion town" by benchmarking itself with world-class, strengthening characteristic industries, creating fashion Highlands, and striving to be a model benchmark for the development of fashion industry in Zhejiang Province. At present, the headquarters of fashion enterprises such as Evely, yingshe and Annie Klein, the regional headquarters of Tebu, demarshi and Dishang group, the leading enterprises in the live broadcasting industry such as Kawasaki, hihi, Yudong technology, etc., and the leading enterprises in the live broadcasting industry such as Nashi and scene entertainment, and Li Jialin brocade Taiwan embroidery and other innovative brands inherited from Chinese classical skills, as well as international cooperation and innovation incubation platforms such as South Korean designer center, have settled in Yishang town. The introduction of these leading enterprises has a strong attraction for the recruitment of upstream and downstream enterprises in the industrial chain, as well as the introduction of similar brand enterprises.

Hangzhou, the first batch of provincial fashion design Town, has won the title of China's provincial fashion design pilot town and other provincial fashion design town, In May 2021, it was awarded the title of "the most beautiful town" at the high quality development promotion conference of characteristic town.

Zheng Nianhua, chairman of Hangzhou Yishang town operation and Development Co., Ltd., said that since its opening in 2016, Yishang town has received strong support from national industry associations and local governments.

Since 2016, China Textile Industry Federation, China Garment Association, China garment designers association and other "national famous" industry associations have given full play to their industry influence, credibility and resource integration, and fully supported the development of the town in many aspects, such as industry orientation, introduction of various high-quality resources, and flag activities. In May 2020, China Textile Industry Federation, China Fashion Association, China Fashion Designers Association and local government officially signed the strategic cooperation agreement on jointly promoting the construction of world-class fashion town by "Hangzhou Yishang town", further deepening strategic cooperation and jointly promoting the international development of Yishang town.

The 13th Five Year Plan period is a key stage for the transformation and upgrading of China's fashion industry, from a big fashion country to a fashion power. In 2015, the people's Government of Zhejiang Province issued the guiding opinions on accelerating the development of fashion industry. It is planned that the fashion industry in Zhejiang Province will be cultivated into an industry with a scale of more than one trillion yuan by 2020, forming a fashion industry system with design and marketing as the core, intelligent manufacturing as the foundation and independent brand as the symbol. In 2015, Linping new town seized the opportunity of the provincial government to create a characteristic town. Based on the traditional home textile and clothing industry and taking talent innovation as the breakthrough point, Yishang town was successfully listed in the first batch of provincial characteristic towns. In 2018, Yishang town became a characteristic town directly contacted by former Zhejiang provincial Party committee secretary Che Jun.

Over the years, the local government has continuously introduced policies including investment promotion, talent introduction, live e-commerce support and other related policies to support the industrial development.

During the 13th Five Year Plan period, the town developed rapidly. Since the start of construction in 2015, the town has gathered 2011 enterprises such as Evely and inXX, including nearly 100 regional garment enterprise headquarters, with a total investment of 150 5.2 billion yuan, with a cumulative tax revenue of 3.576 billion yuan.

At present, the town has introduced 32 designers, initially forming new models such as "designer + online celebrity", "brand + celebrity". At the same time, the town has joined forces with international fashion colleges and domestic clothing universities to gather the best and high-end fashion education resources in China. 21 college students' innovation and entrepreneurship projects of China Academy of fine arts and Zhejiang University of technology have also settled in the town's maker space, boosting the establishment of Zhejiang Province's production and education integration demonstration base.

During the period of the 14th five year plan, China's textile industry is further promoting the high-quality development of "science and technology, fashion and green", and determines the new position of the industry in the whole national economy at a new starting point. Zhengnianhua stressed that the clothing industry belongs to the traditional industry in the cognition of many people, and the goal of Yishang town is to promote the digital innovation, transformation and development of the industry. Along the way, although some achievements have been made, there are still many difficulties. Especially in recent years, the whole fashion industry is facing great challenges due to the epidemic situation. In recent years, the revenue and net profit of the old clothing enterprises which have been deeply cultivated in the industry have declined to varying degrees in recent years, while some small companies have not escaped the fate of bankruptcy.

The economic environment has a great impact on the small town's attracting enterprises, and some foreign enterprises have also postponed their plans to come to Hangzhou for development. At the same time, enterprises that have settled in the town are facing the pressure of tax indicators, and are constantly adjusting their business direction, seeking differentiated competition and seeking survival space.

For small towns, it is most important to help enterprises overcome the difficulties at this stage. Due to the recent epidemic situation in many parts of the country, the wholesale market of noodles and accessories and clothing is under the control of the epidemic situation, unable to deliver goods, the raw and auxiliary materials of enterprises can not be in place in time, and the market supply is insufficient, and the production cycle of many garment enterprises is affected. At present, the industrial ecological chain with Yishang town as the center has begun to take shape, and needs to continue to strengthen and complement the function construction.

With the wide application of the Internet, digital trade and digital reform have gone deep into the core of business process, and their strategic role has become more and more prominent. Yishang town also actively embraces the new wave of digitalization. Many enterprises have taken advantage of the "digital" trend

As one of the largest garment export enterprises and professional tooling manufacturers in China, Dishang group provides products and perfect supply chain services for more than 500 brand customers in more than 100 countries and regions. With the help of digitalization, Dishang creatively built the Shangzhi platform. The platform integrates cloud design, online and offline integrated supply chain, flexible manufacturing, intelligent sales, high-end customization and other functions, and provides customers with a full set of solutions for the garment industry chain. At the same time, the enterprise has also solved the problem of long period of customer selection through 3D digital clothing design.

InXX uses the accurate marketing digital system to boost the user conversion rate, which is also a vivid evidence. A set of data-driven system of "data platform + business platform" brings enterprises into the digital driving stage. On the one hand, it realizes the digitalization of management and operation, gets through the consumer data of the whole marketing channel, and manages user information from multiple dimensions; On the one hand, it is necessary to realize marketing digitization. Through the construction of precision marketing digital system, the user conversion rate will be greatly improved. Through digital technology, the "barriers" between enterprises and consumers, between management and operation and precision marketing are eliminated. The wisdom of human and the wisdom of "number" disappear here.

Digitalization not only gives traditional industries the opportunity of transformation and upgrading, but also gives birth to the development of more emerging industries, such as the booming e-commerce live broadcasting industry. Founded in 2016, Nash is a top-level service provider of e-commerce live broadcasting. Focusing on the whole industry chain of Hongren e-commerce, Nash specializes in cultivating and incubating anchors and celebrities, providing one-stop e-commerce live broadcast and content integrated marketing solutions for brands, businesses and supply chain. The traditional direct "yelling and selling" has been unable to stimulate consumers' desire to buy. In today's increasingly complex products and brands, Nash takes "commodity" as its strategic core and "content" as its tactical starting point to "tailor-made" suitable media content for commodities, so as to make channels and media infinitely tend to merge, and establish a "sales volume" and "volume" double revenue for the brand.

What is more worth mentioning is that on March 16, 2021, Yishang town settled in China Garment Technology Innovation Research Institute, which is the first Chinese Garment Technology Innovation Research Institute established under the strong support of Linping district government and the leadership of China Garment Association. This research institute is to promote the development of the whole industry by means of digital technology. It includes the application of digital technology in the field of design, the application of digital technology in the field of sales and intelligent manufacturing, 5g intelligent and wearable technology, 3D printing technology and intelligent fitting system, etc. these excellent technologies are exhibited in the Institute of scientific and technological innovation, which can cultivate and guide the application of enterprises.

In the future, Yishang town will form a development path of "one core and four wings". With Yishang town as the core, it will help the transformation and landing of scientific research achievements of China garment science and Technology Innovation Research Institute, support the talent training of international fashion school of Zhejiang University of technology, and continuously promote the construction of factories and industry museums in the future.

Zheng Nianhua introduced that the China Institute of fashion science and technology innovation will focus on the digital transformation business of the clothing industry, build ten R & D and innovation centers, and build a national level clothing technology innovation platform and service institutions.

The school of international fashion of Zhejiang University of science and technology will be deeply integrated with the headquarters park, leading enterprises and scientific research institutions, so that "production, learning and research" will be closely integrated. Yishang town will provide a strong platform for the application of innovative technology for the development of the college, guide the employment of industrial talents, and promote the high-quality and sustainable development of Linping district. On this basis, it is necessary to form a high-end vocational training school, with the founders of domestic first-class fashion enterprises as the school directors and giving lectures in person, so as to cultivate professional talents for fashion enterprises.

The construction of "future factory" focuses on the two major directions of digital reform and high-quality development, focusing on the innovation of manufacturing mode, the reconstruction of enterprise form and the reorganization of factor resources, comprehensively deepens the digital empowerment, and constructs a new mode, new format and new mechanism for the integrated development of digital economy and manufacturing industry. It will be promoted from six aspects, including industrial chain promotion, order drainage, integrated application and park platform, to build a working mechanism and space carrier suitable for the form of "future factory".

At present, the museum is in the stage of deep integration of fashion industry and Chinese culture industry.

Standing at the new starting point of the "14th five year plan", Yishang town will focus on the development of digital fashion industry, strengthen the "four empowerment" of innovation, science and technology, culture and finance, and build an industrial ecosystem of "five chains in one" of channel chain, service chain, supply chain, innovation chain and policy chain, Efforts should be made to build a "new highland of China's fashion industry", "a leading territory of China's online live broadcasting", "a gathering place of China's fashion culture", "a pioneer of China's creative design" and "a fusion place of China's digital fashion".