From Manufacturing To Creative &Nbsp; Shanghai Textile Group Dares To Be A Fashion Pioneer.

In January 23, 1998, the first batch of 120 thousand spindles were smashed to pieces in the heavy noise before the steelmaking furnaces of Shanghai Pudong iron and Steel Group Co. Under the international financial turmoil, the Chinese economy, which is now racing, must solve the problem of structural imbalance and change the engine of growth. Has been regarded as " Sunset industry The textile industry is the first to bear the brunt. The textile industry of Shanghai, which once created outstanding achievements, has been walking on the path of great adjustment of the industrial structure of breaking the boat and breaking the arm to survive in the eyes of one hundred thousand workers.

In the past 12 years, according to the ancients, it is exactly the "one discipline". Shanghai textile industry has not seen the slanting sunshine, but looks at the spring rejuvenation. Originally large volume, scattered resources, backward technology, extensive production, complex institutions, the efficiency of the enterprise community under the integration of Shanghai Textile Holdings (Group) company, spanformed into technology as the guide, brand marketing and import and export trade as support, relying on advanced textile manufacturing and fashion industry, has a fairly complete textile and apparel industry chain, science, industry, trade and research in one large enterprise group.

"Many people are amazed at why the dying textile industry in Shanghai will realize the Phoenix Nirvana after the warriors broke their arms. Shanghai textile control group will "pure state owned large group", "Shanghai's urban spanformation", " Traditional industries The "launching barriers" are three factors. It is no easy task to achieve the full success of the spanformation. We are still on the road. " Xi Shiping, chairman of the Shanghai Textile Holding (Group) Company and Secretary of the Party committee, like this analogy: "Shanghai textile is a bird, originally under the planned economy condition, the living environment is very superior, do not need to go out to look for something to eat, the body grows very strong. But now that the environment is changing, you must strive for survival in the fierce market competition. It is very hard for you to have no wings. Shanghai textile "bird" is looking for wings, one is "technology", the other is "fashion".

China is a big textile country and not a powerful country. Its added value is low. Xi Shiping believes that the lack of technology and brand value are the main reasons. In fact, high-end textile technology covers a wide range of areas, including medical human organs, wind power generation, aerospace, building materials, national defense preparedness, automobile manufacturing and so on. "Technology provides us with motivation and fashion expands space for us. If two wings are strong enough to develop, Shanghai Textile Group will fly freely in a vast market."

Fashion should permeate life and create China. LV

LV is the brand pursued by many fashion fads and the most popular luxury brand known to all. Many brands of its parent group LVHM (MOET & CHANDON Hennessy LV group) have also entered the national vision -- Moet and Chandon, Hennessy Cognac, Cognac, Givenchy, ChristianDior, and... "In the five major fields of wine and spirits, fashion and leather products, perfume and cosmetics, watches and clocks, jewelry and retail products, LVHM, the world's largest boutique group with more than 60 brands, is not only a personalized product but also a life concept." Shao Feng, general manager of fashion industry department of Shanghai Textile Holding (Group) company, said, "why can't Shanghai Textile Group become China's LVHM?"

"Fashion is far from the usual definition of" fashionable ". From an industrial point of view, in a narrow sense, we dissected the fashion industry into three levels. The core is clothing and clothing, and the outward expansion is jewelry, leather, clocks and home accessories. The most peripheral areas are intermediaries, models, designers, brands, fashion education, media and so on. In a broad sense, fashion industry is the fashion of related industries, that is, the vogue of all industries related to public life. In Shao Feng's view, fashion is actually permeated into our everyday life. Therefore, she has no boundaries.

The upgrading of urban functions and the enhancement of consumer demand have promoted the adjustment of urban structure. The old era of fashion can be created by relying on processing. Now it needs culture and creativity to give the brand a higher added value and identity.

The Shanghai Textile Group, which recognizes this, is clearly not willing to remain in the role of "product processors". "Shanghai Textile Group hopes to turn the bread stick into" Yonghe soybean milk "on the street, and our fashion industry department is going to move the Yonghe soybean milk into Jinmao building. When people accept Jinmao's "Yonghe soya bean milk", they will also accept outside shops. Shao Feng said that selling textile products on a higher platform is their goal and triggering the spanformation of the main business of Shanghai textile group.

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According to Shao Feng, he has already begun to try "cross border performances" - working with Shanghai media group, Shanghai film group and other major media groups to set foot in MTV, film and channel construction. In 2008, the new theatre drama "Floating Life" written by M50 is a producer.

In order to create its own brand, the ENJOYUNG brand of Shanghai Textile Group has attracted famous fashion designers and Ling Yali, the 2009 largest creative industry leader in Shanghai, as the number one designer. EY is the spin off clothing brand of Star TV TV program "magic heaven", and has led a group of original designer team, hoping to guide the combination of fashion and life.

"Shanghai Textile Group will appear in the face of more different faces in the future, trying to create a new role of" Navigator "and" service provider ". We should promote not only the change of group structure, but also the spanformation and upgrading of people's life style.

Creative industries, planting green trees for Phoenix habitat

Textile has a natural connection with fashion. The Shanghai Textile Group's nearly 4 million square meters of old factories that gather in Shanghai's modern industrial culture provide advantaged conditions for the development of the fashion industry.

Shanghai Textile Group accounted for 1/7 in the creative park authorized by the government of Shanghai. At present, along the Huangpu River, and even in Nanhui and Baoshan, there are creative parks under Shanghai textile. These 42 home areas or buildings have their own characteristics, which have an important impact on Shanghai's fashion industry and creative industries.

Street, fashion street. LOFT, the huge factory will be divided into residential, work, social, entertainment, collection and other multiple space, to build a modern modern life order, giving birth to fresh creative art behavior. In the many creative parks under the Shanghai Textile Group, Shang street LOFT is probably the closest one to its industry. Its positioning is "creative design and fashion life". Here, we have gathered many international fashion research institutes, fashion clubs and creative home spaces, forming a huge creative system, especially a number of independent designers stationed at home and abroad. At the same time, the office area has absorbed the top international fashion buyers, fashion media, model companies, fashion production companies, public relations companies and styling design companies and other professional teams, providing a positive support for the growth of creative power. It is reported that last year's street LOFT taxes more than 30 million, but also been awarded the "Xuhui District Four Star Industrial Park" title.

"The purpose of our creation of the creative industrial park is to gather a group of excellent people instead of looking for a group of businessmen to do business," the concept must be clear. The creation of a creative industrial park has invited all the elite in the textile design industry to come here. It is like planting a green forest for beautiful Phoenix habitat. It is the biggest dream of Shao Feng, general manager of fashion industry department of Shanghai Textile Holding (Group) company, the founder of Shang street LOFT.

"The growth of clothing designers needs a process. When they have not reached a certain height, they can only drift away from the circle, while Shang street is a platform and platform for growing designers." Some local cutting-edge designers, even if they do not have the capability of mass production, can display their talents here, as long as they have their own brands and personality designs.

The optimization of physical form such as facade and renovation of creative park is a very simple process. As long as we do it conscientiously and have ideas, we can make a good change. However, how to integrate the fashion and creative resources in the park and lead the creative industries in Shanghai and even the whole country, thus promoting the cultural development of Shanghai and even the whole country, is a topic that needs deep thinking and careful practice. Xi Shiping, chairman and Secretary of the Party committee of Shanghai Textile Holding (Group) company, said: "we will promote the formation of a new Shanghai fashion culture by protecting history, building platforms, adjusting the structure, displaying exchanges, gathering resources and leading consumption. This is what we want to do and do.

Schedule of creative fantasy Tours

Shanghai International Film prototype Art Exhibition

Time: Today - November 8th

Venue: Dongfang Exhibition Centre, 3539 Dongfang Road, Shanghai.

This exhibition will mainly display the successful technology and methods of the science fiction animation production at home and abroad, as well as the original film model and manuscript exhibition. It will bring together a great number of masterpieces of the East and West films, such as Afanda, the Lord of the rings, diamond, Spiderman, the Dragon cat, the thousand and one, the joy and the grey wolf. The exhibition will not only satisfy the lovers of movie prototype design and production, but also promote the communication between the East and the West.

"Inheriting and creating -- art to art"

Time: today -11 12 days

Venue: Shanghai Museum of Contemporary Art (Shanghai Nanjing West Road 231 people's Park)

The exhibition brings together 19 Works from the elite of Hongkong art, design, architecture, literature, music and dance. They use different symbols to interpret the appearance of Hongkong's contemporary art and interpret their thoughts on Shanghai's theme "Better City, better life".