Creating products and improving quality, Haining is on the road to “Quality Trendy City”
When Made in China upgrades towards China’s intelligent manufacturing, and when a big manufacturing country transforms into a fashion power, “quality” becomes the key to China’s cluster-based development of the textile and apparel industry. Keywords that cannot be opened, especially in the post-epidemic era, when the international market is cold and the internal circulation is accelerating, local industries need to consolidate themselves and build hard-core competitiveness, and it is even more necessary to prioritize “creating products and improving quality” event.
Haining is the domestic high-end leather and fur supply chain base and the leader of China’s leather fashion industry. Faced with the iteration of mainstream consumer groups and the increase in consumer demand for fashion taste and quality in recent years, Haining’s leather and fur industry is using a firm drive to change and a new look that is more fashionable, younger, more personalized, better quality and more branded. We will ride on the wind and waves, set sail again, and continue to play our role in leading the development of China’s leather industry.
As a window to showcase the continuous innovation and upgrading of China’s leather fashion industry, we witnessed the 28th Haining China Leather Expo (hereinafter referred to as the “Leather Expo”) held from July 9th to 12th. Haining, on the road to becoming a “brand trend city”, is using innovation to open up horizons, using design to break shackles, and using “digital intelligence” to link markets.
Innovative craft fabrics inspire design inspiration
One of the key points for Haining, which does not produce raw hides and skins, to establish its reputation as the origin of high-end leather and fur is its continuous innovation and breakthrough in fabric technology and production technology. Over the past many years, Haining has relied on its manufacturing advantages to supply products to the national and even global markets. With the sudden rise of personalized consumer demand in recent years, homogeneous products that are difficult to break the bottleneck of traditional fabric design are being left out in the market. Haining fur companies have therefore turned their attention to original design and innovative craft fabrics to strengthen quality manufacturing.
Turkish Alibao Fur Co., Ltd., which has been stationed in Haining for seven or eight years and has most of its customers in Haining, relies on the R&D and supply strength of six companies in Turkey to improve its quality with more personalized innovative fabrics and continuous innovation. own characteristics and competitiveness. For example, special tassels treated on the fur surface, laser shearing, personalized craftsmanship to create a starry sky pattern on the leather, and reverse design that integrates fur into imitation leather are unique products that are always at the forefront and have won high recognition from fashion customers. .
It is worth noting that the current fur market is clearly showing a trend of reducing the number of whole garments and increasing the proportion of spliced accessories. Shen Fei, general manager of Turkish Alibao Fur Co., Ltd., said that 99% of the previous customers of whole leather clothing are increasingly being replaced by customers of other categories such as down and fox card hair. This is not only a breakthrough change brought about by the rising cost of raw materials, but also an innovative attempt to adapt to consumers’ individual design needs.
In the exhibition hall of Zhejiang Zhonghui Fur Co., Ltd., in addition to whole leather clothing, there are also many down jackets with fur, mink fur and leather materials, parkas with fur collars… Sheng Jiping, deputy general manager of Zhonghui Fur, said: ” In the past, fur was mainly elegant and luxurious, but now the combination of different materials and different categories will produce a better effect and be more in line with the current fashion trend.
Relying on the advantages of the integrated fur industry chain, the company not only attempts diversified splicing, but also focuses on innovative breakthroughs in fabrics and processes. For example, the colorful silver-coated fabric leather jackets presented in the theme of the trend exhibition “Changing Dreams”, and the products made of technological fluorescent coating fabrics launched in the theme of “Sensory Hunger” have received high attention. . In the exhibition hall, the American motorcycle-style color rubbing process, oil wax process on paper and oil wax process with cracks are also very suitable for interpreting retro style. ”
Lu Xinyu, Chairman of Zhejiang Shanggu Trumpchi, also believes that innovative craftsmanship is the most basic requirement and feature of original design, such as through the fine processing of semi-vegetable tanning, softening, and lightness of traditional leather materials, as well as Xiangyun yarn, etc. The integration of traditional Chinese elements and the application of technological printing will bring new vitality to leather products.
According to Deng Chao, design director of Zhejiang Guofu Clothing Co., Ltd., the company starts from technological fabrics and uses graphene that generates its own heat to replace heavy fabrics, thereby reducing the weight of fur products and bringing a more comfortable wearing experience.
Obviously, whether it is the innovation of leather and fur fabrics, the upgrade of the combination of different raw materials, or the introduction of functional and technologically innovative fabrics, the multi-dimensional upgrade of innovative craft fabrics not only provides product development for Haining fur companies The new design inspiration also breaks the shackles of traditional leather and fur design, giving Haining leather market a fashionable style where a hundred flowers bloom.
Original personalized design helps build brand
Today, the fashion industry has become one of the key planning projects for the economic integration development of the Yangtze River Delta, and Haining, which relies on the core hinterland advantage of the Yangtze River Delta Economic Circle, is also continuing to make efforts. In the era of highquality development of the industry, Haining is actively embracing the trend and innovating to build a high-end fur production base into a leather and fur fashion industry ecosystem. And realize��The omni-channel expansion route focuses on offline integration to respond to the different needs of online and offline customers, and carry out differentiated designs in terms of product development styles, colors, layouts, etc.
What deserves special attention is that Haining Douyin’s e-commerce live broadcast base Picheng’s carefully selected supply chain platform was officially launched at the exhibition. At the PiCheng Strictly Selected booth on display, designer clothing and accessories brands such as mx.got, cote nord, kako, reinineren, balla, etc. are all conducting online live sales through the PiCheng Strictly Selected platform.
Based on the insistence on carefully selecting quality products with brand attributes, the Picheng Strict Selection Platform is obviously an acceleration of the transformation of Haining leather enterprises from quality factories to quality brands. By integrating advantageous enterprises and high-quality products, it helps those with insufficient single strength. Haining’s advantageous design brands and factories have launched online expansion such as anchor cooperation to better meet the arrival of the “digital intelligence” era in the industrial belt.
To build a “quality trendy city”, what improvements will “digital intelligence” bring to Haining’s leather and fur industry? The major event of this Leather Expo – the 2021/22 Autumn and Winter China International Leather and Fur Fashion Trend Release can be said to be the best evidence that big data collection and data trend analysis have brought design upgrades to Haining leather companies.
Whether it is a dynamic trend show or a static trend show, the four major Haining powerful manufacturing companies, including Xuebao, Jufeng, Fuao, Zhonghui, Yiyi, Shamir, Guofu, Shenglong and Yingjia, jointly bring the four major The themed series of works dazzled professional audiences.
Zhang Sixu, chairman of Zhejiang Fiao Fashion Co., Ltd., said that through research on international market trends and creative analysis and application of data trends, the company has launched a series of environmental protection The innovative new product that combines technology and leather has received good market response.
“Haining’s local designs are mostly based on practical applications and implementation, and are relatively lacking in design concepts. Insights into consumer trends obtained through big data analysis will help companies make breakthroughs in design concepts.” Wang Jian, Chairman of Zhejiang Samir Fashion Co., Ltd. said.
How far is the journey from China’s leather capital to the fashionable brand city? Maybe no one can give the answer for the time being! But Haining, who decided to embark on this path, is using actions to declare his determination to the country and the world. There is a long way to go, no matter the future, Haining, which is always moving forward, will surely grow and live up to its expectations!
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