2025.11. 02 作者 | 第一财经 沈晴 封图 | COMME MOI 上海时装周图 "如果你要发展欧洲市场，不在当地找一个好的合作伙伴，冉冉上升的新星，也会像流星一样转瞬即 逝。"2023年，沈威廉带着自己的羽绒服品牌Raxxy第一次到欧洲做秀展，一位意大利操盘手这样告 诉他。 "时尚的风向标在欧洲，我觉得必须要到那里去，但得给出一个理由，为什么要买我们的东西？"一 个初创不久的设计师品牌在兼顾国内市场的同时，是否要考虑全球化？不少主理人和沈威廉有着相似 的心路。 过去20年，中国独立设计赶上了快速发展的黄金时代，尤其是近十年涌现了众多具有商业号召力的 设计师品牌，从中生代的王汁、王海震、张卉山、周祥宇，到年轻一代的陈安琪、王逢陈、裘淑婷、 周睿等，他们凝聚成为中国时尚行业的重要分支。 XU ZHI 上海时装周图 但整个行业严重内卷并重塑的当下，一个新品牌拥有好创意、好设计已远远不够，越来越同质化的风 格表达和营销包装，也让市场的期待值开始降低。 2026春夏上海时装周，时堂showroom的订货情况显示，"买手采购的意愿和预算不足。整个独立 设计师品牌的生态，经历了从预定制到预定+现货，再到品牌铺 ...

Core Insights - Chinese designer brands are transitioning from product output to cultural and aesthetic output, marking a structural advancement in the industry [1][13] - The competitive landscape is intensifying, with new brands needing more than just good design to succeed, as market expectations are lowering due to homogenization [3][4] - The need for collaboration with local partners in Europe is emphasized for successful market entry [1][9] Industry Trends - The independent designer brand ecosystem is evolving, with a shift from pre-order models to a mix of pre-order and inventory sales, leading to a significant decrease in price points [3] - Consumer demand is contracting, and the cost of trial and error is rising, making it challenging for designer brands to grow in a market that lacks patience [4] - The women's apparel sector is experiencing revenue declines, prompting brands to seek differentiation outside the mainstream market [5] Brand Strategies - Raxxy, a rising brand, aims for high-end positioning despite the challenges of price competition, utilizing artistic methods to innovate its product offerings [5][7] - The brand is focusing on establishing a presence in key European markets through partnerships and high-profile retail locations [9][10] - Raxxy's first commercial collection is set to launch globally, with prices ranging from €2000 to €3000, indicating a strategy to penetrate the luxury segment [7][10] Cultural Integration - Chinese designers are increasingly drawing from local cultural elements and traditional craftsmanship to enhance their brand narratives and global appeal [8][12] - Collaborations and pop-up events are being used as strategies to build overseas recognition and market presence [8] - The emphasis is on creating a strong brand identity and narrative that resonates with international consumers [12] Market Challenges - New brands face the challenge of quickly establishing their identity and positioning in a mature and competitive market [9] - The rising costs associated with entering global markets necessitate careful financial planning and brand pricing strategies [9][10] - The importance of innovation in design and marketing is highlighted as a key factor for achieving international success [7][10]

Core Viewpoint - The article highlights the collaboration between Chinese intangible cultural heritage (ICH) and international fashion brands, showcasing how traditional Chinese craftsmanship is being integrated into luxury products to attract consumers who appreciate Chinese culture [1][5]. Group 1: Collaboration and Innovation - Chinese craftsmanship, such as cloisonné, is being incorporated into luxury items by international brands, exemplified by a collaboration between Chinese master craftsman Xiong Songtao and the Spanish brand Loewe [1][3]. - Xiong Songtao, a third-generation inheritor of cloisonné, has elevated the craft to new heights, using ultra-fine silver wire to create intricate designs, making his work sought after by global brands [3][5]. - The younger generation, including Xiong's daughter, is bringing fresh ideas to traditional crafts, focusing on practical items like jewelry, which broadens market appeal [7]. Group 2: Market Trends and Growth - The consumption of intangible cultural heritage products is on the rise, with a report indicating that the annual transaction volume of ICH-related products on platforms like Taobao and Tmall surpassed 107.3 billion yuan in 2023, marking a 37.7% increase year-on-year [4]. - International fashion brands are increasingly seeking to incorporate Chinese ICH elements into their products to attract consumers interested in traditional culture, as seen with brands like Fendi and Dior [5][6]. - The collaboration between ICH artisans and luxury brands not only enhances the visibility of Chinese heritage but also provides commercial pathways for these traditional crafts [7].

Group 1: Export Market Dynamics - Shandong enterprises are expanding their textile and apparel exports, with Korea, the US, and ASEAN being the top three markets, contributing 45.2% of the export share in 2024 [1] - The export growth rates for these markets are projected at 2.3%, 9.9%, and 16.3% respectively, while emerging markets in Latin America and Europe are seeing significant increases of 16.1% and 15.2% [1] Group 2: Company Transformation - Feite Garment Co., Ltd. has shifted from a reliance on the US market, which once accounted for 95% of its exports, to a more diversified approach, with non-US markets now exceeding 50% of its exports [2] - The company has actively participated in international trade shows and utilized technology to overcome language barriers and time zone challenges [2] Group 3: E-commerce and Innovation - Cross-border e-commerce is becoming a key driver for Shandong's textile and apparel companies, with over 3,000 firms entering mainstream platforms and a projected 28% growth in cross-border e-commerce exports in 2024 [3] - Companies are leveraging brand storytelling and personalized services to enhance their international competitiveness [3] Group 4: Technological Advancements - Shandong textile enterprises are adopting technological innovations to enhance production efficiency, with some companies reporting a 30% increase in production efficiency through automation [4] - The digital transformation coverage among large textile enterprises in Shandong exceeds 90%, with a 75% application rate of green low-carbon technologies [5] Group 5: Policy Support and Market Expansion - The Shandong government has introduced measures to support the textile industry, aiming for a 2.9% increase in export value to 210.6 billion yuan in 2024 [7] - The government plans to organize over 370 overseas exhibitions, with a focus on emerging markets, and offers substantial subsidies for exhibition fees [7][8] Group 6: Collaborative Strategies - Shandong is promoting a collaborative approach for small and medium enterprises to enhance their international marketing capabilities through organized procurement events and the establishment of an external trade product library [8] - The province is also focusing on integrating cross-border e-commerce with the textile industry to accelerate digital transformation and expand export opportunities [8]