Haining's efforts to upgrade its leather and fur industry have also attracted the attention of fashion experts.

Xiao Wenling, dean of the Department of Textile and Fashion Design at the Academy of Art and Design at Tsinghua University, said innovation and design have brought vibrancy to the traditional industry in the city.

"It is not hard to believe now that the leather and fur industry in Haining will have a major say in the global market," he said.

The department is joining hands with the Haining Leather Market for fashion design programs.

But even as the industry chugs along, there are still bottlenecks, such as the acute scarcity of good designers for longer periods of work.

"We have just two full-time designers now, which is far from enough," said Zhang Xu, general manager of Mibaidun Fur Co Ltd.

The company, which made its public debut during last year's Shanghai Fashion Week, is searching desperately for experienced designers.

According to Haining Leather Market, the city now has 2,000 designers, but there are more than 3,000 companies vying for their services.

"We have set up a fashion center for independent designers who are keen to settle in the city. We offer houses as workshops and if they want to establish their own brands there are preferential policies," said Zha.

The companies are also trying to attract more designers by offering higher salaries. An increasing number of leather manufacturers in the city are sending their designers to participate in fashion weeks and fashion competitions.

"You can see the changes in this industry from our slogans during the different periods. In the beginning, our slogan was 'Go to Haining for a leather jacket', but now, it is 'I see the world, lead the fashion,'" said Zha.