Li Jianfeng:Xinshen linen fabric dream+

With the east wind borrowed from the reform and opening-up policy， a silk fabric weaving enterprise named Xinshen raw material plant was founded in Zhenze Town， Wujiang City， Jiangsu Province on May 18th， 1988. Six “木” （Chinese character） in the founders name Senlin Li （namely 李森林） constituted the logo.

Thirty years have passed in an instant. The raw material plant in those year has developed into a grouped leading enterprise - Xinshen Group which integrates brand design， R&D;， production and service of linen fabrics through multiple transformations and innovations with keen determination. Although it is still rooted in Zhenze Town， here has become a linen fashion industrial park-Xinshen Linen Village.

Xinshen linen fabric dream + has gone through thirty-year development along with its innovative steps.

From silk to linen： gorgeous transformation of Xinshen

Everyone who has come to Chinas silk town - Zhenze Town describes this town with “a land of abundance and outstanding people”. Indeed， beautiful scenery， beautiful things and humanity have been gathered here over one thousand years， endowing the inherent green and natural elegant temperament to Xinshen.

Starting from silk in 1988， Xinshen upgraded its products to textiles in 1998. It was transited into linen fabric weaving in 2002， thus opening the path for linen fabrics to step towards the public， Chinese linen and even the world. “From silk to linen， Xinshen creates the second shining business card “Linen” for this small town； starting from silk， the old town gene in the bone of Xinshen is not only original intention but also feelings”， expressed by the founder Senlin Li who was filled with all sorts of feelings when mentioning the entrepreneurship and development. Even though he has resigned from the leading post which is taken by his son Li Jianfeng， Xinshen linen has always abode by its main business namely keeping the foothold in textiles to continuously inject innovative vigor and fashion genes in the traditional industries. According to the authoritative release of 2016 China brand value evaluation， enterprise brand value of Xinshen Group was RMB 606，000，000 with brand strength being 856. In the deep digging of nearly 5，000，000 data of the first batch of 127 Chinese characteristic towns and over 230，000 enterprises in 2017， Xinshen Linen became the most famous representative work for the Chinese silk town - Zhenze Town to step out.

“Giving priority to quality and keeping learning and innovation forever constitute the cultural values to which Xinshen Group has adhered for thirty years”， expressed by Senlin Li， “Six 木 are trees and greenness， the gear linking everything and ever-existing Xinshen spirit which is passed on from generation to generation. This indicates that Xinshen Group is willing to be a linker in the China linen textile industry， which has constructed the complete linen industrial chain from linen spinning， weaving， design and R&D.; All resources are integrated and other entrepreneurs are combined to create a linen ecosystem so that the public can share linen lifestyle and linen can benefit thousands of households”.

Dont forget the beginners mind， and you will reach the bright end. This is the dream of Xinshen Linen and their responsibility in the new era.

High quality： imported raw linen materials and localized fabric production

“Made in China” can be a pronoun of “high end and superior quality” - Xinshen has certified this expression with 30-year fabric quality.

“Highly efficient utilization should be realized to create linen products with high added values on the precondition of limited superior fiber resources”， expressed by President of Xinshen Group Li Jianfeng， and “persisting in superior raw materials and technologies to improve fabric quality” has become Xinshen fabric textile principle.

Superior fibers can be imported from French Normandy and Belgium at high prices， how to realize technological upgrading？ In 2005， Xinshen introduced an advanced technological concept from Italy to promote new products： linen sofa series of fabrics. With the whole-process technical guidance： design， weaving， dyeing and post-finishing of textile fabrics， it has realized localized production of imported fabrics， and this has become an important action taken by Xinshen to improve quality of new products.

From then on， technological breakthroughs have never been stopped. It has implemented basic processes like semi-bleaching， dyeing， yarn-dyed weaving， printing， coating and gilding as well as post-finishing processes like air washing and stone washing through technological introduction and independent research and development； traditional Chinese tie-dyeing and scrape-dyeing are recovered to realize modern digital printing， develop flocking， jacquard weaving and blending technologies and create different styles； British Mackie spinning machine， German Schlafhorst full-automatic cone winding machine and airblast rapier loom are introduced to replace old equipment so as to improve quality and efficiency； it has broken through linen degumming technology researched and developed using new-type bio-enzymes， which improves fabric quality and reduces pollution discharge...

In 207， Xinshen linen fabrics won the honor of “China famous-brand products”. A large quantity of fabrics were sold to foreign countries. The high-quality concept of international standards has won over 20-year cooperation from numerous international famous brands. With long-term promotion of linen culture in China by Xinshen， domestic consumers have fallen for this green and healthy fabric.

“We firmly believe that technological innovation is the primary engine of enterprise development and the most powerful support for the enterprise to boldly stand at the tide head”， expressed by Li Jianfeng. Within 30 years， Xinshen Linen has persisted in the path combining industry， university and research， thus accumulating great achievements in product innovation. At present linen fashion fabrics， linen home textile fabrics and line sofa fabric products researched and developed by Xinshen Linen involve 99% of the types in the linen fabric market， which can comprehensively satisfy customers diversified demands.

Imported raw linen materials and localized fabric production： Xinshen linen fabrics labeled as “made in China” can also be very high-end. The CELC chairman Federico Ducci said， “the hope of the world linen industry lies in China”.

Cultural reconstruction： from linen fashion to linen “+”

Linen fabric， which is comfortable and healthy， has had a 100-year history in Europe and America and won many fans. However， this “fiber queen” has been unknown to public in China. As domestic consumption is upgraded and the fashion of advocating greenness and returning to nature emerges， brands and consumers have attached more and more importance to green and environmentally friendly textures like linen and cotton. Break through traditional impression of linen namely primitive simplicity and create a linen fashion in a new era - Xinshen is welcoming new challenges.

Culture is the soul of fashion， and Xinshen starts to seek for opportunities and talents. In 2012 Dalian Fashion Week， Xinshen cooperated with the teacher Sun Lin from College of Clothing， Dalian Polytechnic University to promote a batch of linen clothes based on linen culture and blending the Oriental classic and modern design styles， which amazed the show field and started fashion journey of linen culture.

Since then， Xinshen Group joined hands with the designer Lin Sun to participate in China Fashion Week， Shanghai Fashion Week and Jiangsu Fashion Festival to release Xinshen Linen & Lin Sun fashion shows and fashion trends. The theme of each news conference was of exceptional cultural characteristics like“an era of white clouds”， “collection of birds songs or chirps and flowers”， “nomadic nobles”， “secret forest”， etc. “Xinshen Linen & Sun Lin” has become a linen fashion symbol in the new era combining the Oriental aesthetics and modern fashion design. Guiding fabric fashion trend in each season， it is called “spokesman of China linen fashion”.

In 2015， Xinshen Group was exclusively titled by“Xinshen Linen Cup · 2015 Jiangsu Top Ten Fashion Designer Contest”， thus becoming the first fabric brand enterprise which cooperated with provincial textile industry association， provincial costume association and provincial costume designer association. The design value will run through fabrics. Outstanding designers will be dug to exert important effects on upstream and downstream interaction and communication in the industrial chain.

“We hope to gather in the linen market and deepen linen demands in the consumer market by integrat- ing multiple core advantageous resources. Xinshen linen fabrics will be comprehensively made perfect， professional and strong. We will cooperate with innovative talents to continuously extend linen industrial chain”， expressed by Li Jianfeng， “the stage pose made by Xinshen Linen & Lin Sun in China Fashion Week and Shanghai Fashion Week is an important measure for linen to step towards the market of fashion culture and also an important opportunity for domestic consumers to perceive linen and Chinese linen to go to the world”.

Linen cannot only be dressed but should also contribute to peoples healthy in various living aspects. Xinshen has put forward linen “+”concept， appealing to people to create their families with their hearts. The fabrics have comprehensively covered basic necessities of the public life （clothes， food， housing and transportation） and created a green， natural， healthy and comfortable linen lifestyle which co-exists with modern fashion.

Xinshen starts subdivided development for different living fields： womens linen fabrics， mens fabrics and childrens dedicated fabrics. Ultra-width production line is started in the home textile field to satisfy size demands for linen bedding， sofa and curtain. The treatment method makes them thicker and more solid， smoother and more durable. Lin Sun design studio team has deeply dug linen culture， read up leading-edge fashion trend and given full play to green and natural features of linen fabrics. Compared with traditional linen fabrics， Xinshen fabrics are of sense of fashion and everyday practicability， so they are more suitable for aesthetic appreciation and living demand of the modern people.

A piece of linen becomes a linen home.

Transformation and upgrading： from “production type” to“production + service type”

Customization pattern is designed to serve customers. Linen fabric library and sampling and customization center in Xinshen Linen Village have provided one-stop services for purchasers. Over 4，000 kinds of fabrics are provided to you for selection in the fabric library， or fabric designers will provide you with personal customization service according to your concrete requirements and then you can enjoy sample proofing service in the customization center. If you want to preview effect of finished products， Xinshen Maker can also provide design services of terminal products.

Linen impression maker space serves makers.“Xinshen is a platform to realize dreams. Dreams of Xinshen， designers and entrepreneurs can be deeply blended. We should let the dreams fly but also should be down to earth”， said by Li Jianfeng，“rather than letting these makers fight alone， wed better absorb them and support them to develop and grow with the help of complete industrial chain advantages of Xinshen”. Xinshen provides working venues， exhibition sites， custume designing， proofing resources， registered trademarks， professional guidance and exhibition opportunities for free， so it can be said that Xinshen is quite generous to these makers. The Shuangchuang Building in the construction will provide more convenience for makers in aspect of work and life. Makers have made brilliant achievements， founding independent brands and owning plant stores， and founders become models of young entrepreneurs. In the eyes of Li Jianfeng， to help others to achieve their goals is to help themselves.

Besides， Xinshen Linen has always been keen on various public benefits for many years and paid back society with its responsibility. The company has donated in a large scale to Wujiang charity organization and organized its employees to participate in charity sale activities organized by Zhenze labor union. Senlin Li has had the honor to gain certificate of honor issued by Wujiang charity federation and the Wujiang 2011-2015 “individual with the most loving heart” title.

Xinshen Linen Village： Linen Fashion Industrial Park

What is Xinshen Linen Village？ It is a demonstration site of Jiangsu industrial tourism， linen fashion industrial park and a domestic linen cultural innovation base which integrates innovation and R&D; and design and customization of linen fabrics， maker space and cultural tourism experience， etc.

There are light spots in the industrial park： linen fabric library， sampling and customization center， linen experience center， linen impression marker space， cultural transmission center， “linen elements”， Xinshen art gallery， Xinshen Shuangchuang Building...

Tourists come here， appreciating old town scenery， visiting linen production flow， understanding linen culture， experiencing linen lifestyle， feeling the charm of original design and gaining artistic edification in the art gallery. They can also stay for the night in linen impression themed hotel to experience comprehensive linen life personally. They may buy some linen gifts in “linen elements” and have a good meal in a breakfast bar； purchasers prefer linen fabric library and sampling and customization center， where there are over 4，000 types of fabric samples after all， and fabrics can be personally customized as required； entrepreneurs pay attention to Shuangchuang Building in the construction where there is not only working venue but even apartment equipment.

“Xinshen is grasping the consumption upgrading opportunity， igniting a linen fabric brand， accelerating the construction of Xinshen Linen Village and promoting linen fabric dream + entrepreneurship and innovation pattern”， said by Li Jianfeng， “in the future， Xinshen will use a series of AI （artificial intelligence） technologies to comprehensively improve enterprise management， product technology and service patterns， continue to accelerate its innovation and construct Xinshen Linen Village into a modern linen fashion industrial park within 5 - 10 years”.

Everything related to linen will possibly happen in Xinshen Linen Village； everything is changing in Xinshen Group， but only producing linen fabrics is never changing.

After thirty years， Xinshen has been mature enough and a new chapter has been opened. Xinshen linen fabric dream + is forging ahead at an accelerated speed and Xinshen linen fabric is stepping towards the world.“Innovation is always on the way”. Li Jianfeng is full of confidence in the future development. “We will keep absorbing new ideas at any time in the future， embrace innovation and change， persist in high-quality development， combine upstream and downstream industrial chains to integrate resources so as to permeate into the fashion industry， create a Xinshen culture and build a comprehensive， research and innovation-based Xinshen Group”.