Challenges Faced By The Development Of Creative Industries In Shaoxing Textile City

In 2011, the output value of creative enterprises in Keqiao reached 70 million yuan, which led to 4 billion yuan downstream.

Sale.

In 2012, the output value of creative products is expected to exceed 100 million yuan.

Old cloth merchants pursue new "rice bowl"

Market demand, but independent innovation and design capabilities need to be improved.

Three years ago, for the vast majority of textile manufacturers in the textile industry, "creative industries" may be a new term, but after three years of "incubation", more and more traders are now turning to "creative rice".

According to incomplete statistics of Shaoxing science and Technology Bureau, at present, there are more than 120 creative enterprises in Keqiao's creative professional market in Shaoxing.

The increase of creative enterprises has made it easier for operators to increase the added value of fabrics.

However, behind the prosperity, the development of creative industries is also facing some challenges.

Recently, Keqiao's creative enterprises with certain strength are quietly planning to move their headquarters to Hangzhou, Shanghai and other places.

Although enterprises with similar ideas are only cases, it also reflects the fact that the development of the local creative industry is facing some practical problems, such as limited market space, difficult to attract high-end talents, and difficult to attract large investments.

Phenomenon --

The same pattern design.

In addition to "time difference", there is fashion and price.

As a world-class textile market, in 2011, China's textile market reached 88 billion 929 million yuan, an increase of 12.05% over the same period last year, ranking first in Asia.

Although the turnover is amazing, the profits of enterprises are not high.

According to the relevant industry estimates, the profits earned by nearly 2 merchants in the market all year round are only 5 to 1 yuan per rice cloth, accounting for only a small part of the profits of the apparel industry chain.

"Similar products in the market increase with the day. Most of the time, the manufacturers are turning around the customers. If you want to have customers around you, your product must be different from others."

Recently, some textile producers in China's Textile City have been able to show their faces when they mention the price of fabric products.

As a result, some of the foresight traders were "restless" and began to turn their eyes to a new field of higher profits and broader prospects.

But a few years after the development of the creative industry, the price war has quietly emerged.

"Quality, level similar fabric design manuscript, if it comes from some professional creative companies in Hangzhou City, the single starting price is up to 2000 yuan, and in Keqiao, the highest price can only be sold to 1000 yuan /." on the morning of 8, Zhejiang Yin Meng Yuan Chuang company director Yin Xiaohong said that although the bid was very low, some traders still kept bargaining in the buying and selling process, hoping that the price would be lower.

Some businesses, in order to find a decent appearance for themselves, do not hesitate to spend a lot of money, but in the input of fabric creativity, they are meticulously calculating.

On the afternoon of August 6th, Sheng Suying, general manager of the original textile design company of China Textile City, said in an interview with reporters that we need to know that flower pattern design is the most important in the whole industry chain of fabric production and sales, but some businessmen are reluctant to invest more in this area.

The low entry threshold and continuous price war are the main factors that cause confusion in the creative design market. After a round of price war, some design fees have been reduced to less than 100 yuan.

Shaoxing County circle Information Technology Co., Ltd. is a creative enterprise specializing in the development of textile software. When it comes to creative investment, Jin Zhibin, the deputy general manager of the company, has no choice.

"Introducing a set of creative software we develop can effectively control costs while increasing costs.

The added value, but when we see the lowest cost of about 300000 yuan investment, some enterprises will not.

Jin Zhibin said that the whole software can only be sold and sold to open the market slowly.

Compared with the chaotic price of the creative market, some designers are extremely hardworking. Though they are staring at the computer every day, they are not even as good as the designers of Hangzhou.

"At the moment, because creative institutions mostly implement royalty payment, the charge of creative design is too low, which seriously affects the daily income of designers."

An experienced designer who worked in a science and technology company in Keqiao, Shaoxing, said that in the case of designing a fabric draft, Shaoxing and Hangzhou could assume a 50% Commission, and the designer could get a minimum reward of 1000 yuan in Hangzhou, while in Keqiao only 500 yuan would be deduct. This means that in order to reduce the income gap with Hangzhou, designers should pay more efforts in Keqiao.

The low cost of creative design has also affected fabric sales to a certain extent.

"Let's take a fabric pattern. It may only be suitable for young people of more than 20 years old from the appearance product, but if the designer matches several colors, the scope of application will be greatly increased."

Sheng Suying said, but at the moment, because of low fees, many designers are unwilling to be careful, affecting the sales of terminal products.

"As far as the design level of products is concerned, the level of fabric designers in Keqiao is quite different from those of some big cities such as Shanghai, Beijing or Hangzhou, and the gap with the international community is even greater."

Responsible for the innovation of fabric design, a person in charge of "Rainbow Village" said that some enterprises have been hiring Korean and French designers with heavy gold in their research and development of fabrics, because they are more accurate in grasping the trend of fashion and the market trend.

Crux -

"Big fish" in small pond

Only high pay is not enough.

Several fresh graduates who have just graduated from professional schools have rented a business room and equipped with a computer to create an innovative design studio in the streets of Keqiao.

In order to change the situation of low entry threshold, many local design institutes are working hard. Some design organizations even throw out the olive branch with high salaries and hire high-level talents, but the actual effect received is negligible.

"Textile upgrading, fabric is heavy, fabric upgrading, talent first."

A person in charge of the city's Personnel Bureau said in an interview that in order to deal with the impact of the financial crisis on the textile industry, many textile enterprises in Shaoxing county are developing new products, and they are increasingly eager for the creative design of fabrics. Therefore, high-level creative designers at home and abroad have naturally become "meat and potatoes".

"For many creative institutions in Keqiao, it is really hard to keep such talents in their own businesses."

Ai Meili, general manager of Shaoxing County Fashion Design Co., Ltd., Yu Biqing, said that since last year, companies often contacted with some of the top technicians in the creative industry in China, and were tempted to pay for them, but there were only a handful of them.

"The environment is important if we want to keep our creative design in keeping with the trend of the times."

The head of some creative agencies said in an interview that despite the China Textile City, the creative market in Keqiao is still in its infancy. The reason why designers in Shanghai and Beijing do not want to start business in Keqiao is precisely this reason.

Voice --

Industry matures

We have to cross several "kan".

"To achieve high added value of textile fabrics, we must enhance our capability of independent innovation and design, which requires a large number of fabric designers with design capabilities, market analysis and development capabilities."

Chen Rongyao, a professor at Donghua University in Shanghai, recognized this, but many of Keqiao's cloth merchants clearly realized this problem.

Fortunately, in the past three years, under the guidance of the government and relevant functional departments, Keqiao, Putrajaya is also changing from "selling products" to "selling creativity".

Recently, reporters learned from the China Light Textile City Creative Industry Service Center, Keqiao creative industry base actively create "textile fabric creative center" and "textile and clothing creative center".

In 2011, the output value of local enterprises reached 70 million yuan, which led to the sale of 4 billion yuan downstream textile industry.

In 2012, the output value of creative products is expected to exceed 100 million yuan mark.

"The market will grow from scratch and from small to large. There will always be a process of continuous development, and the creative design industry will certainly not be an exception."

Creative industry service center responsible person said that in order to make Keqiao's creative design industry have a qualitative leap, it is mainly to solve the problem of market demand. Only when enterprises invest more in innovation, can the market enter a stage of benign development to attract more and more high-level talents.