Leading the global consumption trend is one of the core functions of the international consumption center city, and Shanghai is also vigorously promoting the launch, debut and first exhibition of new products, and has achieved positive results. In the next step, in the direction of leading the new trend, what new ideas and new measures will Shanghai have?
Liu Min, Deputy Director of shanghai Municipal Commission of Commerce, delivered a speech entitled "Leading the New Trend of Global Consumption and Accelerating the Construction of International Consumption Center City" at the second (global) Enterprise Innovation Practice Annual Summit of "Chimelight Future" on October 28, which aroused the attention of many parties.
This year is liu min's second speech at the "future of the news" annual summit, at the beginning, she said emotionally: time flies really fast, remember that last year was also on such an important platform, introduced the relevant work of Shanghai's vigorous development of the first economic development, and today again with the help of the "future of the news" platform, I want to share three aspects of thinking with you around the topic of leading the global consumption trend and the construction of an international consumption center city.
Liu Min, Deputy Director of Shanghai Municipal Commission of Commerce
Left center brackets
First, leading the global consumption trend is an inevitable requirement for the construction of an international consumption center city
The international fashion capital has an important symbol that leads the trend of fashion consumption. For example, paris, new york, London, Milan and Tokyo, the world's five major fashion capitals are international finance, economy, trade, transportation, and even political, cultural and artistic centers, mature fashion consumer groups and unique fashion styles constitute the humanistic foundation of international fashion centers. The highly developed fashion industry has created fashion trends and fashion products that have attracted more fashion consumer groups to gather, and consumer demand has been continuously stimulated and satisfied by the city, forming a virtuous circle of development of the fashion capital. This is true of the development of international fashion capitals, especially New York and Milan.
The development of China's fashion industry has a good industrial foundation and policy environment. China's garment manufacturing industry has strong strength, and domestic garment production and export volume rank first in the world. In addition, it also has the world's largest consumer market, and the fashion industry system is becoming more and more mature. The Fifth Plenary Session of the Nineteenth Central Committee of the Communist Party of China made a clear plan, and the State Council approved the first to carry out the cultivation and construction of international consumption center cities in five cities, including Shanghai. In August this year, the Ministry of Commerce and relevant departments issued the "Overall Plan for Cultivating International Consumption Center Cities", proposing to cultivate international consumption center cities into new carriers and new engines for expanding consumption, promoting industrial structure upgrading, and stimulating economic growth. Creating a consumer fashion vane and promoting the development of new formats in the fashion industry have become an important task to promote the construction of an international consumption center city.
Shanghai leads the global consumption trend with unique market advantages and development prospects. Shanghai has unique market advantages and development prospects, and fashion consumption has occupied a large proportion of the city's consumer market. The import volume of port clothing and cosmetics accounted for 70% and 47% of the country respectively; among the total retail sales of consumer goods in the city, fashion consumption-related categories such as clothing, shoes and hats, cosmetics and gold and silver jewelry accounted for 25%, 10% and 4% respectively, of which clothing, shoes and hats and knitwear were the largest categories in the city. Shanghai's "14th Five-Year Plan" mentions the need to build a "3+6" industrial system, and fashion consumer goods have for the first time become one of the six key industries supporting Shanghai's future development. In September this year, the municipal government issued the "Implementation Plan for Shanghai to Build an International Consumption Center City", proposing to create a global new product launch site and support international brands, local brands and tide brands to carry out new product launches, debuts, first exhibitions and other activities in Shanghai.
Second, leading the global consumption trend is the core function of the construction of an international consumption center city
The Shanghai Municipal Party Committee and the Shanghai Municipal Government attach great importance to the cultivation and construction of international consumption center cities. Through the establishment of the "May 5th Shopping Festival" and the launch of the "Shanghai Shopping" brand, it continues to lead the global consumption trend, among which it is worth mentioning that the city has successfully held the Shanghai Fashion Week for nearly 20 years.
Shanghai Fashion Week originated from the Shanghai International Fashion Culture Festival, which began in 1995. Since 2003, in order to further integrate with international publishing practices, the city has held Shanghai Fashion Week activities during the Shanghai International Fashion Culture Festival in April and October every year, releasing works and fashion trends in the autumn and winter of the year and the spring and summer of the following year. After nearly 20 years, the new product release show of Shanghai Fashion Week has shifted from temporary tents to fashion landmarks such as Xintiandi and Bund Source, and the brand release has evolved from an international big name to an international vision and local design, and the content has gradually linked throughout the entire fashion industry chain from a simple brand release platform, and the leading role of consumer trends has been continuously enhanced, mainly reflected in the following five aspects.
Build a global platform for the release of new products. The content of the event has gradually changed from simple brand release to the entire chain of trade ordering, display transactions, and fashion consumption. Shanghai Fashion Week has more than 100 releases per quarter, approaching the level of the four major international fashion weeks, attracting more than 40,000 professional audiences, more than 1,000 Chinese and foreign fashion designer brands, and more than 200 media reports on the spot. Shanghai Fashion Week is positioned to build an incubation base for local designers, in the number of releases, original independent designers accounted for 70%, cultivated more than 300 Chinese local designers who have gained fame on the international stage, more than 10 designers from Shanghai Fashion Week to the world, and won many international awards such as "LVMH Young Designer", "International WoolMark Award", "Best Graduation Designer" and so on.
Create Asia's largest new apparel and apparel ordering season. Shanghai Fashion Week pioneered the exhibition platform with SHOWROOM as the collective, on the one hand, to provide one-stop service for professional buyers from all over the world, on the other hand, to provide exhibitors with a complete set of supply chain solutions to achieve the landing from "works" to "goods". The number of brands participating in the trade exhibition in a single season exceeded 1,000, the proportion of professional buyers reached 58%, and the order venues spread throughout Huangpu, Jing'an, Changning, Xuhui and other districts, with a total area of more than 60,000 square meters.
Form a new ecology of the fashion industry. Shanghai Fashion Week focuses on the perspective of original design release and subdivision, exhibition display business promotion, international influence dissemination, etc., in the form of theme forums, professional events, fashion education and other forms, connecting the whole industry chain of fashion such as fabrics, clothing production and processing, creative design, exhibition display, media, fashion brokerage, advertising, performing arts, commerce and trade, publishing, etc. More than 20 forums of various kinds are held every quarter, more than 10 fashion industry analysis reports are formed and released, and cooperation agreements are signed with the Italian Marangone Fashion Institute, Shanghai Donghua University and Engineering and Technology University to carry out fashion education and training and the release of college graduation works.
Leading the new consumption of urban fashion. In recent years, while focusing on specialization, Fashion Week has sunk the C-end market and created fashion carnival theme activities. Through the joint cooperation of a number of designer brand managers, major mainstream media platforms, and head artists, the "show is to buy" fashion live broadcast, and relying on SF to provide big data, user portraits and Internet of Things and other technical support for the event, to achieve the fashion week product display, sales, distribution and service functions. In the new season of Fashion Week, the whole network reached sales of 620 million yuan, involving more than 400 brands, with an average customer unit price of 800 yuan, 4 billion online exposures, and 10.26 million interactions. In addition, fashion weeks drive fashion consumption of more than ten urban fashion landmarks in the city. During the Fashion Week, the overall regional passenger flow increased by 15%, the number of four-star and five-star high-end hotel bookings increased significantly, and the average unit price increased by 25% compared with usual.
Rise to become a new force in the international fashion industry. Affected by the epidemic, the four major international fashion weeks have been suspended, and Shanghai Fashion Week has become the world's first fashion week to resume offline physical shows after the epidemic, attracting the attention of the world. Rated by the international fashion industry as "the world's most dynamic" fashion week. Harold, a British luxury department store, and many foreign brands came to Shanghai to participate in Shanghai Fashion Week and actively accepted 14+7 days of isolation. The new season of Shanghai Fashion Week also joined hands with the Shanghai Terminus of China Central Radio and Television Station to hold the "2021 China Fashion Festival", with the theme of "Let the World See Chinese Beauty", which shows the development and progress of China's fashion field and shows the world the innovative power of Chinese fashion in the new era.
The rise of Shanghai Fashion Week has become a new force in the international fashion industry. Affected by the epidemic, the four major international fashion weeks have been suspended, and Shanghai Fashion Week has become the world's first fashion week to resume offline physical shows after the epidemic, attracting the attention of the world. Rated by the international fashion industry as "the world's most dynamic" fashion week. Harold, a British luxury department store, and many foreign brands came to Shanghai to participate in Shanghai Fashion Week and actively accepted 14+7 days of isolation. The new season of Shanghai Fashion Week also joined hands with the Shanghai Terminus of China Central Radio and Television Station to hold the "2021 China Fashion Festival", with the theme of "Let the World See Chinese Beauty", which shows the development and progress of China's fashion field and shows the world the innovative power of Chinese fashion in the new era.
Third, leading the global consumption trend is the main theme of the construction of an international consumption center city
In recent years, Shanghai has achieved positive results in building a global consumer vane. Last year, the total retail sales of consumer goods in Shanghai reached 1.59 trillion yuan, ranking first among cities in China. Imports of consumer goods account for one-third of the country, the scale of the first economic scale ranks first in the country, and the concentration of international brands ranks second in the global cities. In the next step, Shanghai will further amplify the spillover effect of the Expo, give full play to the role of Pudong Socialist Modernization Leading Zone and Hongqiao International Central Business District, create a unique debut economy, promote various debuts, premieres, premieres, and premieres, create a new economic ecological chain that integrates new product releases, displays and transactions, and demonstrate Shanghai's urban soft power.
Build a global launch site for new products. Introduce policies to support the economic development of the first launch, and build a demonstration area for the global new product launch site. Create a number of new consumer landmarks with concentrated first stores, rich brands, innovative formats, and green and low-carbon, and create conditions for the first brand to debut new products, the first exhibition of new products, and the opening of first stores. Activities such as the "May Five-Year Shopping Festival Global New Product Launch Season" and "Embracing the First Season of Entering the Bo" were held to form a resonance effect of domestic and foreign brand debuts. The number of first stores introduced this year is expected to exceed 1,000.
Build an international brand gathering place. Guide the gathering of international brands, attract international high-end brands to make their debut in Shanghai, and open first stores and flagship stores with high energy levels, diverse categories and great brand influence. Support the upgrading of the brand's China headquarters to the Asia-Pacific headquarters and even the global headquarters. Promote the construction of national import innovation demonstration zones in Hongqiao and Waigaoqiao, and build a distribution center for the import of medium and high-end consumer goods. Promote mutual recognition of standards and trade facilitation at home and abroad, accelerate the "transformation of exhibits into commodities", and strive to achieve "zero time difference" and "global purchase".
Build a source of local brands. Shanghai will vigorously develop the fashion consumer goods industry cluster and build a "Oriental Beauty Valley" cosmetics consumption city with international influence. Implement digital renewal projects, promote cross-border integration, and revitalize long-established brands. Launched new products, new stores and new platforms of the national tide. Continue to hold Shanghai Fashion Week, create The largest new product ordering season in Asia, launch a number of local brands, and accelerate the cultivation and attraction of fashion design, professional brokers and other talents.
Finally, Liu Min sincerely encouraged the entrepreneurs and experts present here to contribute ideas and suggestions for Shanghai to continue to lead the consumption trend, and strive to achieve the grand goal of building an international consumption center city with international influence by the end of the "14th Five-Year Plan".
Editor: Zhang Tianyi
Executive Producers: Wei Xuewen, Wang Junji
Disclaimer: This article is the exclusive content of the "CBN Broadcasting" WeChat public account, please contact the background authorization before reprinting.