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享誉中华大地的衬衫品牌是“海螺”，她创建于1973年，迄今为止，“海螺”品牌已先后获得国家金质奖、驰名保护、上海市著名商标、中国最具市场竞争力品牌等30多项殊荣。

“海螺”品牌的发展历史，可以追溯到五十年代初的“绿叶”品牌。1951年5月1日，当时的荣新内衣厂注册并启用了“绿叶”牌商标。据史料记载，1954年，绿叶牌衬衫以中国衬衫的唯一代表，参加了在前苏联举办的服装博览会和前民主德国举办的莱比锡服装展览会，“绿叶”品牌开始名声大振。1973年，当时的上海第二衬衫厂以美国名牌“阿罗”为赶超目标，注册并使用“海螺”商标，进行优质衬衫的生产。海螺衬衫以其严格的标准、新颖的款式、精细的缝制赢得了国内外消费者的青睐。1979年，海螺牌衬衫荣获国家金质奖，从此，各种荣誉接连不断。

从1950年诞生的荣新内衣厂，到后来的上海第二衬衫厂，再到今天的海螺服饰，“海螺”走过了将近58年的风雨历程，几乎伴随着新中国的成长，可谓是“中华老字号”。海螺服饰在保持制造优势和技术领先的前提下，一直坚持走中国民族品牌发展之路，致力于为中国的消费者织造高品质的衬衫，同时追踪国际服装技术潮流，把产品质量和技术目标对准国际先进水平。尤其是在近几年的高档产品制作中，全面推行精细剪裁、高密度缝制等新技术，对产品质量精益求精，对新工艺不断探索；2005年又投资1.5亿元在嘉定区建造了现代化的服饰制造园区，占地4万多平方米，形成了年产衬衫500万件、西服30万套、休闲服20万件的生产规模，从而保证了海螺产品在国内始终保持领先的设计优势、制造水平和新潮流风格。

海螺牌衬衫是上海海螺服饰有限公司的核心品牌。海螺商标1999年被评为驰名保护，海螺衬衫2001年、2004年、2007年连续三次被评为中国名牌。公司技术中心有专业技术人员200多人，设计力量雄厚，通过引进服装电脑设计系统和CAD排样系统，企业的技术装备和设计能力达到了国际先进水平。海螺衬衫的设计风格突出男性阳刚之美的特质，不断追踪国际服装技术潮流；近两年还设计开发了“葆莱绒”、“易打理”等功能性衬衫和符合人们时尚潮流需求的“个性化”衬衫。海螺衬衫在制作上，依托海螺服饰制造园的衬衫专业水准与质量保证体系，精心设计、精心制作，通过面料的选择，裁剪的优化，使高端产品保持领先的设计优势、时尚风格和做工精致等特点。海螺衬衫瞄准国际先进水平，自主研发了具有较高科技含量的“新结构衬衫”工艺，获得国家实用新型专利，使得衬衫缝线轨迹的抗皱能力能够得到长久保持。

海螺服饰在全国一些主要城市开设了销售分公司和专卖店，在各大商场设立专柜，并与加盟商、分销商建立良好的品牌营销体系，构建了遍布全国的营销网络，顾客满意度不断上升，市场占有率一直处于领先地位。2005年、2006年衬衫销售全国排名第二位。2007年，荣获中国商务部颁发的年度“最具市场竞争力品牌”称号。在海外市场的销售上，公司为国外客户定牌制作的各类产品远销欧美、日本等四十多个国家和地区。

海螺服饰从“绿叶”到“海螺”的发展历程，不仅仅是产品的增量、技术的提升和资本的扩张，其中还留下并传承了珍贵的品牌文化。长期以来，海螺服饰先后出巨资捐助全国受灾地区，开办“海螺希望小学”，冠名出版“海螺、绿叶文库”，赞助“残奥会”等，为回报社会，构建和谐作出了积极的贡献。海螺的品牌文化已是企业的一种无形资产，对外是一面旗帜，对内是一种向心力。

为了打造并提升品牌文化，海螺服饰从“绿叶”、“海螺”诞生的那一天起，就一直注重精心培育品牌文化，并将这种独具特色的品牌文化注入企业的经营管理活动之中，通过品牌运作方式来推动企业文化创新、观念创新、管理创新、机制创新、技术创新、从而引领企业不断向前发展。

今天的“海螺”，一个在市场经济大潮的搏击中始终走在前列，依然精力十足，活力四射，正在为创立中国衬衫第一品牌，力争成为“中国的衬衫专家”这一更高的目标而努力拼搏！

The famous shirt brand in China is "conch", which was founded in 1973. So far, the "conch" brand has won more than 30 awards, including the national gold medal, well-known protection, Shanghai famous trademark, China's most competitive brand in the market. The development history of "conch" brand can be traced back to the "green leaf" brand in the early 1950s. On May 1, 1951, the then Rongxin underwear factory registered and opened the "green leaf" brand trademark. According to historical records, in 1954, green leaf shirt, the only representative of Chinese shirt, participated in the clothing exposition held in the former Soviet Union and the Leipzig clothing exhibition held in the former Democratic Germany, and the brand "green leaf" began to gain a great reputation. In 1973, Shanghai No.2 shirt factory took the American famous brand "arrow" as the goal to catch up with and use the trademark "conch" to produce high-quality shirts. Conch shirt has won the favor of consumers at home and abroad with its strict standard, novel style and fine sewing. In 1979, conch brand shirt won the national gold medal, since then, a variety of honors. From Rongxin underwear factory, which was born in 1950, to the second shirt factory in Shanghai, to today's conch clothing, "conch" has gone through nearly 58 years of wind and rain, almost with the growth of new China, which can be called "the old Chinese brand". Under the premise of maintaining manufacturing advantages and leading technology, conch clothing has always adhered to the road of Chinese national brand development, committed to weaving high-quality shirts for Chinese consumers, while tracking the trend of international clothing technology, aiming product quality and technical goals at the international advanced level. Especially in the production of high-end products in recent years, new technologies such as fine tailoring and high-density sewing have been fully implemented to improve product quality and explore new technologies. In 2005, another 150 million yuan has been invested to build a modern clothing manufacturing park in Jiading District, covering an area of more than 40000 square meters, forming a production scale of 5 million shirts, 300000 suits and 200000 leisure suits per year So as to ensure that conch products always maintain the leading design advantage, manufacturing level and new trend style in China. Conch brand shirt is the core brand of Shanghai conch Clothing Co., Ltd. Conch trademark was awarded as well-known protection in 1999, conch shirt was awarded as Chinese famous brand for three times in 2001, 2004 and 2007. The technical center of the company has more than 200 professional and technical personnel and strong design force. Through the introduction of clothing computer design system and CAD layout system, the technical equipment and design capacity of the enterprise have reached the international advanced level. The design style of conch shirt highlights the characteristics of masculine beauty and keeps tracking the trend of international clothing technology. In recent years, it has also designed and developed functional shirts such as "baolairong" and "easy to care" and "personalized" shirts that meet the needs of people's fashion trends. In the production of conch shirt, relying on the professional standard and quality assurance system of conch clothing manufacturing park, we carefully design and make it. Through the selection of fabric and the optimization of cutting, we can keep the leading design advantage, fashion style and exquisite workmanship of high-end products. Aiming at the international advanced level, conch shirt independently researched and developed the technology of "new structure shirt" with high technology content, and obtained the national utility model patent, so that the anti wrinkle ability of shirt suture track can be maintained for a long time. Conch clothing has set up sales branches and exclusive stores in some major cities in the country, set up counters in major shopping malls, and established a good brand marketing system with franchisees and distributors, and built a nationwide marketing network. Customer satisfaction has been rising, and the market share has been in a leading position. In 2005 and 2006, shirt sales ranked second in China. In 2007, it was awarded the title of "the most competitive brand in the market" by the Ministry of Commerce of China. In the overseas market sales, the company for foreign customers to make all kinds of products exported to Europe and the United States, Japan and more than 40 countries and regions. The development process of conch clothing from "green leaf" to "conch" is not only the increment of products, the promotion of technology and the expansion of capital, but also leaves and inherits the precious brand culture. For a long time, conch clothing has donated a lot of money to the disaster stricken areas of the country, opened "conch hope primary school", published "conch, green leaf library", sponsored "Paralympic Games", etc., which has made positive contributions to repay the society and build a harmonious society. Conch's brand culture has become an intangible asset of the enterprise. It is a flag to the outside and a centripetal force to the inside. In order to create and enhance the brand culture, conch clothing has been focusing on carefully cultivating the brand culture since the birth of "green leaves" and "conch", and this unique brand culture has been injected into the business management activities of the enterprise, promoting the enterprise culture innovation, concept innovation, management innovation, mechanism innovation, technology innovation through the brand operation mode, so as to lead Leading enterprises to develop continuously. Today's conch is always at the forefront of the market economy, still full of energy and vitality. It is striving to create the first brand of Chinese shirt and strive to become a higher goal of "China's shirt expert"!

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