Hangzhou Women'S Wear Brand: A Movement That Cannot Be Stopped.

It has been said that the history of the development of Chinese clothing is nothing short of the abbreviation of the history of human civilization. clothes From the beginning of the Qing Dynasty to the Qing Dynasty, the "shaving and easy clothes", which had marked the power and status, had been gradually carved into a beautiful and profound artwork under the grinding of civilization and history.

For today's clothing It is difficult for us to use single words to locate its functions. From the beginning of human being to the end of life, we always see it in different stages of growth, social occasions and even different emotions. We regard it as a label of personality, taste and style, and even emotional outlet. As the "big sister" in the industry, every move of women's clothing may become a new trend and a weathervane of public opinion. She was born in a vast and profound ancient country. Because of regional and cultural differences, she was engraved with different styles. The Hangzhou city women's wear, which begins with the enchanting plot in the south of the Yangtze River, is destitudingly eager for the stage of the whole country and even the world market. Today, when the textile and silk fabrics are everywhere, the fast pace of Hangzhou women's clothing never stops. Like a movie that can't be finished, it is more like a piano piece that can't be played, and there is no movement to rest.

Prelude: Silk rhyme

There is no doubt that deep historical precipitation and unique cultural details have created a unique taste of Hangzhou women's clothing. The rise of the women's clothing industry in Hangzhou stems from the unique silk culture of Hangzhou. After the founding of new China, Hangzhou's flourishing silk industry has promoted the development of Hangzhou's silk garment industry and played an important role in the textile industry.

From 70 and 80s of twentieth Century, there are many in Hangzhou. Clothing enterprise In the silk garment production and foreign trade processing business, there are a number of Silk Garment Group Enterprises with a certain scale, such as hi tech, Kaidi and so on. Hangzhou silk garments and textile products begin to have a high share in the domestic and international markets.

In the late 1980s and early 90s, the pattern of international silk clothing market changed dramatically. Some of the state-owned and collective silk garment enterprises with weaker production capacity began to stop production and stop production. With the deepening of economic restructuring, a number of state-owned and collective women's clothing enterprises, such as Wan Shi Li, Xi De Bao and Kai Xi Ya, have accelerated the reform of the enterprise system, established a modern enterprise operation mechanism adapted to the market system, and effectively enhanced the competitiveness of the market to stand out. With the development of women's clothing enterprises in Hangzhou, the creation of Hangzhou women's wear brands has gradually taken shape, and the saying "Hangzhou women's wear" has gradually become popular.

In the early 1990s, the state-owned and collective silk garment enterprises in Hangzhou were faced with restructuring. A group of graduates who had accumulated practical experience in garment enterprises for many years, and graduates with higher education and specialized clothing operators began to enter the market, explore the pioneering work of "front shop and back square" style clothing production and operation, and a group of women like Hangzhou Blue Love Fashion Co., Ltd. Loading enterprises began to rise. As a result, Hangzhou women's clothing entered the early stage of Hangzhou women's clothing development. At the same time, the status of the regional market began to be prominent at this time. Hangzhou women's clothing began to enter the market with the help of the market radiation of Sijiqing clothing wholesale market and Wulin Road clothing store.

Hangzhou women's clothing came to the mid and late 90s, and a group of entrepreneurs with higher education made full use of Hangzhou's regional cultural resources, actively exerting their own advantages, and created a number of Jiangnan style women's clothing brands, such as "all over the place" and "Jiangnan cloth". The development of women's clothing has promoted the development of the professional market. The radiation force of Sijiqing's clothing wholesale market has been expanding. The women's clothing oriented clothing store has begun to take shape. The four district of Xinsheng Road market has set up Hangzhou women's dress and adornment city. By the end of the twentieth Century, Hangzhou had basically formed a brand women's clothing cluster dominated by old cities such as Jianggan, lower cities, West Lake and so on. The garment processing cluster was mainly composed of Xiaoshan, Yuhang and other new urban areas, and the wool knitted apparel cluster based on Yuhang area and the silk knitted apparel cluster with Tonglu County as its main component. At this time, Hangzhou women's clothing brand enterprises have begun to expand the domestic two or three tier cities, and the regional market influence has been expanding.

Movement: boiling sentiment

Since 2001, Hangzhou has entered the stage of "Hangzhou women's clothing". Although the "hang faction" to "Hangzhou" is only one word difference, it reflects the narrow binding of Hangzhou women's clothing to break through the factions, no longer compelled the style to be consistent, but emphasizes the formation of regional resultant force to expand the space of women's brand diversification and personality development. By the end of 2001, the Hangzhou municipal Party committee and the municipal government formulated and implemented the Hangzhou women's clothing industry development policy and plan, and built a broad stage for the development of women's clothing industry, thus opening up the curtain of Hangzhou women's clothing development. With the support of the government's industrial development policy, the women's clothing enterprises in Hangzhou have been developing unprecedentedly.

In 2002, the Hangzhou municipal government laid down and expanded the foundation and space for the survival and development of the garment industry in an adequate and good way. In Xiaoshan economic and Technological Development Zone and Jianggan District, it planned and constructed Hangzhou (Xiaoshan) and Jianggan women's wear block functional areas respectively.

Hangzhou (Xiaoshan) women's clothing block function area integrates R & D, manufacturing, e-commerce, exhibition trading, and domestic and international exchange functions. By 2004, many brands of Han Po (China) Co., Ltd. and Jiangnan Buyi had settled in Hangzhou (Xiaoshan) women's clothing block functional area. The construction area of the company is 5, 360 thousand square meters, the total investment is 330 million yuan, and 6 international first-class garment production lines are introduced, with an annual production capacity of 7 million pieces. "Jiangnan cloth" land 85 mu, new factory building 60 thousand square meters, introduced a large number of advanced clothing production and supporting equipment, and has been put into production.

The Jianggan women's wear block functional area, with the theme of Sijiqing clothing research and development center, is a collection of famous domestic enterprises and brands, providing "incubator" for small and medium-sized garment enterprises. By 2004, a number of brand enterprises such as China Sijiqing garments Group Co., Ltd. and "ancient wooden sunset sheep" have been settled.

Since 2002, the Hangzhou municipal government has implemented the rectification and reconstruction project on the basis of the spontaneous Jianggan District Sijiqing clothing distribution center and the clothing District of Wulin Road in Xiacheng District, and built a management and characteristic Hangzhou women's wear brand display window and product sales platform.

Sijiqing clothing characteristic street combines Jiefang Road extension and widening project transformation, after rectification, block image has been comprehensively upgraded. Of the 1 billion 300 million people in China, one of the clothes per person comes from here, so it has the reputation of "four seasons and four seasons of evergreen". In 2004, the block occupied an area of 24 hectares, with 15 garment markets, with a business area of nearly 300 thousand square meters, with nearly 10000 merchants gathered, more than 2000 registered trademarks, 7-10 passenger trips per day, and annual sales exceeding 10 billion yuan, becoming one of the largest clothing distribution centers in the country.

Wulin Road fashion women's wear street is also aimed at creating the "first street of Chinese women's wear". Various avant-garde, elegant, alternative styles and fashion clothing products such as hang wear, Shanghai style, Guang Huo, Taiwan dress and Han Chao are gathered here. In 2004, there were 798 kinds of clothing oriented businesses, 30% of domestic and international brand boutiques, 4 million 300 thousand passengers per year, and sales exceeding 600 million yuan. It became a feature block with shopping, leisure, tourism and entertainment.

According to the statistics of China clothing association, taking 2003 as an example, the number of garment enterprises in Hangzhou ranks ninth in the 30 garment industry clusters in China. The total sales volume of clothing is eleventh, and the gold link of China's clothing industry has been formed with cities such as Dalian, Qingdao, Beijing, Shanghai, Ningbo, Wenzhou and Shishi.

In 2007, "China Textile and clothing information business center" settled in Hangzhou, becoming the authoritative database and information publishing platform of textile and garment industry, the design and research center of textile and clothing products, the display center of textile and clothing products and the publishing center of fashion trends, the center of textile and clothing training and education, and the textile and garment business and Trade Center. The establishment of "Information Center" will expand Hangzhou's clothing. The scale of trading, the upgrading of Hangzhou clothing products and the added value of brands have brought an indelible impact.

In terms of brand positioning, compared with the simple brand positioning in 90s, Hangzhou women's clothing is much more detailed. In the early 90s, adult casual wear was faced with a large age span. After entering the era of women's clothing in Hangzhou, the positioning of consumers has changed. In the brand positioning of clothing enterprises, the consumer's life style is the first consideration, followed by the age of consumers' mentality. In the past, clothing enterprises refer to the age of customers from * * to x x years old. At this time, the mentality age of consumers is rather important, rather than the age of people. After the maturity of consumers' personalities, the positioning of women's clothing also begins to subdivide.

At the same time, on the basis of expanding the domestic market, Hangzhou brand women's clothing has quietly turned from Europe and America to Russia, Spain and other places. Russia's light textile industry has been underdeveloped, which makes Hangzhou clothing enterprises see the market, especially the low-end market of Russian clothing. In recent years, the contact between Hangzhou women's clothing and Russia has been generally welcomed by Russia.

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The earliest Jiangnan cloth that eats "crab" has already opened a 200 square meter store near the Red Square in Moscow. The clothing that sold the highest price in the country is only 1000 yuan, but it sold 1000 dollars in the sky, and the brand has also been well extended. Since then, the company has also opened stores in Russia, Spain and other places.

Although the development trend of women's clothing in Hangzhou is not to be underestimated, some of the first class stores in China are embarrassed. In recent two years, the retail industry in Hangzhou has developed rapidly. The demand for Hangzhou women's clothing to be removed from the stores has been heard. The Hangzhou women's clothing is relatively concentrated in the 100 major brands. Once in a round of brand integration, many of the Hangzhou women's wear brands are on the list. The head of a shopping mall said some consumers were reluctant to buy locally produced clothing in the mall.

In Hangzhou, women's clothing that is in a state of great difficulty in the shopping mall actually has its own relatively fixed consumption group. Therefore, enterprises turn to the second place and shift the focus of sales channels to exclusive stores. The first wave of Hangzhou women's wear store opened on Wulin Road and Feng Qi road. There were dozens of Hangzhou women's clothing stores in the area, including ancient wood sunset, blue sentiment, red sleeves, women's diaries, Jiangnan cloth and so on. All of them are street shops, spacious shops and exquisite display windows, all of which convey the brand connotation to consumers and shape the corporate image. The sales of brand stores are considerable over the past year.

Since 2005, there are basically four types of women's clothing enterprises in Hangzhou: the first category is the silk dress enterprises represented by Hangzhou hi tech group limited and Zhejiang Wan Shi Li Group Co., Ltd. These enterprises are mainly made of silk fabrics and gradually extend to other fabrics. Enterprises with larger scale occupy an important position in the same industry. The second type is the Sino foreign joint ventures or wholly owned export-oriented enterprises represented by Han Bo (China) Co., Ltd. and Hangzhou West Lake Lida Industrial Co., Ltd., which have large scale of production, advanced equipment, advanced management and operation, basically adopt the production and operation mode of brand name processing and the full sale of foreign brand women's clothing. In recent years, they have gradually shifted to the domestic market and launched their own products. Brand has become the leader of the development of Hangzhou women's wear. The third category is a large number of women's clothing enterprises founded by academic fashion designers in Hangzhou, such as blue color and Love Fashion Co., Ltd., and has created a number of regional fashion women's brands with Jiangnan characteristics. It has become the backbone of the development of Hangzhou women's clothing and the new highlight of the domestic women's clothing industry. The fourth category is small workshop style garment processing enterprises, relying on the wholesale clothing market, mainly in production and processing of ordinary women's clothing. In addition, there are some companies specializing in the production of leather, feather and knitted women's clothing, such as Limited by Share Ltd, Zhejiang's fur and leather group, and some of them are quite large in scale.

With the strong landing of the financial turmoil in 2008, the cold weather of Hangzhou, the women's clothing of the most vigorous stage, was different, some of them were "cold", some were hesitant, others were against the trend.

The impact of the economic crisis, though "washed away" some small businesses in Hangzhou, has also brought about an integrated effect on the development of women's clothing industry in Hangzhou, and a new round of competition is quietly beginning. Recently, Hangzhou city women's clothing enterprises, which are quite concerned, are laying sales outlets in Hangzhou city at a speed beyond imagination. According to statistics, the autumn water people opened 37 stores in one year in a year. In January 2009, they opened the flagship store on the Xinhua Road, and echoed with the COCOON (coconi) flagship store of more than 1200 square meters of business on the stadium road. The investment of each shop was as high as 5 million. While expanding the storefront, the "Akimizu Ito" enterprise also diversified and differentiated the brand, locating the middle, high-end, high-end "Akimizu Ito, IRSTVIEW" and "COCOON" respectively, and launched fourth brand "FAIRY" in January 2009, respectively, to occupy different consumer market.

It has to be said that this financial turmoil is a great change for Hangzhou's clothing enterprises. The enterprises with weak foundation and insufficient risk resistance are inevitably being reshuffled and become the funerary products of the crisis. For those who are prepared and strong, the crisis is an opportunity. As the economy shrinks, the market share that has been carved out shows a vacuum. Industry leaders such as Jiangnan Buyi are also taking advantage of this big shuffle to carry out resource integration, specialize in upgrading the brand, spreading their tentacles overseas and grabbing the international market, and the two brands of "JNBY" and "CROQUIS" have opened their stores abroad. Even in the economic downturn in 2008, the two brands' year-on-year sales increased by 10%-15% over the same period last year. At present, "JNBY" and "CROQUIS" have developed to 20 stores in Japan, Russia, Singapore, Canada, the Middle East and other countries and regions, and stores in Thailand are also opening in 2008 before Christmas.

This is now the Hangzhou city women's clothing, from the Jiangnan Silk culture, but in the era of change and historical test, perseverance to leave their footprints. Even in the face of such a storm, we will calm down and make changes, and strive to turn crises into opportunities. Today's Hangzhou women's wear has become the new regional brand of the Chinese clothing market after the Beijing school, the Shanghai school and the Han school, and has formed its own unique brand style of "fresh, soft, graceful, elegant". It has inherited the essence of "silk culture", reflecting the regional characteristics of Hangzhou's unique "landscape culture", especially the "West Lake culture", which contains "exquisite and harmonious". "The atmosphere, openness" of Hangzhou's humanistic spirit. Whether it is the Jiangnan style brand created by Hangzhou women's clothing enterprises or the newly created international style brand from the export oriented clothing enterprises, it reflects the strong consciousness of Hangzhou women's clothing enterprises to create strong brands, which promotes the diversification of Hangzhou's women's clothing brand, and imperceptibly promotes the refreshing image of Hangzhou's women's clothing brand.

Continuation: Endless Waltz

Although the development history of Hangzhou city's women's clothing for more than thirty years is commendable, some of its disadvantages are also obvious. Small and medium-sized enterprises account for more than 95% of many garment enterprises in Hangzhou. Because the entry threshold of clothing industry is low, most of the women's clothing enterprises in Hangzhou are starting to start their own businesses with their own funds and clothing processing in the form of small production shops, which inevitably lack systematic and scientific comprehensive management ability in people, money, goods, production, supply and marketing. Many small and medium-sized women's clothing enterprises are still in the primitive accumulation stage of capital, lack of funds, it is difficult to implement the upgrading of production technology. Many enterprises are not equipped with special equipment, the automation level is relatively low, the technology level is backward, and some products fail to meet the international environmental standards. The backward production technology, the lack of high level brand design, operation and planning talents have led to the hang up of women's clothing brands in Hangzhou City, though their styles are convergent. At present, the representative mainstream women's clothing brands in Hangzhou still lack design taste. Many brands have done a lot of work in terms of color and style and brand names, but they are not as good as they want in the selection and workmanship of accessories, but they are difficult to play the role of "showing the body". Coupled with the education and environment of designers, even the same door is inevitable. Due to the lack of famous design masters and brands at home and abroad, Hangzhou's export dress has achieved certain international standards in design and processing, but it can not be dominated by licensed processing, and it is difficult to create the independent brand in the international market. However, the domestic high-end women's wear market is being formed, making the high-end product brand design unsustainable. It has to be said that these problems in the development process are placed in front of the reality of Hangzhou city women's clothing enterprises. Fortunately, as an early and high market area, Hangzhou women's clothing enterprises have become very keen on the market changes. They have become more soberly aware of the environment and challenges faced by them, as well as their own shortcomings and gaps, so as to think deeply and take the initiative to take adjustment measures from all levels. In practice, inward outsourcing has gradually become the main way to enhance the brand of clothing enterprises. Such as "Jiangnan Buyi" and "ancient wood and sunset sheep" and other well-known women's clothing brands in Hangzhou City, through the way of capital operation, financing through various ways, building houses and expanding reproduction, in order to enhance their strength. In order to improve the brand level, the clothing enterprises have to register or buy brands abroad, and then go to the domestic market, and compare the famous "COCOON" and "OTT" and "incense" brand enterprises' "CICIC".

In the face of fierce market competition, many women's clothing enterprises in Hangzhou have fully realized that it is difficult to survive and develop in competition, relying solely on the strength of a single enterprise. We must make full use of all kinds of external resources, and actively strengthen multi-level, multi field cooperation, and enhance their strength on the basis of cooperation, such as "Mi Ma", "Ai Ke" and "Eden" and other brand enterprises. Gathering strength, complementary advantages, and actively establish a strategic alliance, and jointly promote the "Mi Ma" brand, aiming at serving customers and occupying the market together. At the same time, with the change of the market at home and abroad, most garment enterprises have fully realized the importance of realizing the diversification of production and operation. Therefore, expanding the domestic market, brand processing and operation has become one of the trends in the development of Hangzhou women's clothing. Famous enterprises such as Han Bo (China) Co., Ltd., using strong foreign trade processing power, have begun to set foot in the domestic market. At the same time, they have launched three different brands of "JPR", "HEMPEL" and "HAILIVES", so as to seize the market. Many Hangzhou clothing brand enterprises began to explore the international garment processing market, in order to improve their strength and explore new opportunities for development, such as "G DAYS", "three colors", "Zhou Shi Lin", "blue color" and other brand enterprises are trying to foreign trade processing.

In view of the needs of the international market and the perfection of the domestic market, Hangzhou women's clothing enterprises begin to adjust their industry orientation or product structure through market segmentation, and generally strengthen their own construction to improve their management and technical level. A number of brand enterprises such as "G? DAYS" have begun to follow the path of specialized brand management, focusing on the construction of design and marketing network, and taking advantage of their own sales network advantages, such as production transfer, external processing, and so on, to seek foreign brands. Other enterprises take clothing as the main business, extend to other industries, engage in tourism, hotels, restaurants, entertainment, jewelry (jewelry), luggage, footwear and other supporting or fashion, leisure industries; Other enterprises began to develop men's clothing and children's footwear, such as the "mlatin" children's clothing of "red sleeve" brand enterprises, the "CROQUIS" men's clothing of "Jiangnan Buyi" brand enterprises, and the footwear industry of "JASONWOOD" brand. In the process of practice, Hangzhou women's clothing enterprises are well versed in the importance of market segmentation, pay more attention to grasp the psychological characteristics of the market consumer groups, firmly lock the target market after segmentation, open up the sales channels of the target market, and design and produce products that meet the needs of the target market. It can be said that building a personalized brand of a specific target market has become the major trend of the future of Hangzhou women's clothing. 。 In addition, Hangzhou women's clothing enterprises with a certain strength have begun to focus on creating high-end women's clothing brands and strong brands. It is worth mentioning that many women's clothing brands have begun to make full use of the resource advantages of Hangzhou's IT industry, and have made greater efforts in research, development and application of computer aided design, 3D clothing, virtual clothing, Chaowei clothing, and three-dimensional human body measurement technology. Advance!

The ancient cloud, one side of the water and soil, is also the same in the clothing industry. Rooted in a highly marketable and rapidly developing city, the fertile soil not only breeds a strong foundation for women's clothing enterprises, but also nourishes their inspiration and understanding in the face of difficulties. In the fashionable country without borders, Hangzhou women's clothing is like a sailing ship sailing on the wind and waves, advancing towards the world of women's clothing which is infinitely stretched. From the beginning of the voyage, it is destined to be a glorious journey that can not stop. Just like the warm, simple waltz, when the music rings, the gorgeous dance will never leave your sight again, just waiting for the next piece of music to ring again, continuing the endless passion and brilliant.