"Retreat Door" And Han Style Clothing?

Wuhan Plaza, a high-end brand of clothing gathered in Wuhan, has recently retreated a group of Han garment brands with a decline in sales.

The relevant person in the mall said that the brand operated in Wuhan square has an annual elimination rate of 10%, which is a normal corrective measure for businessmen.

But the person in charge also does not deny that in recent years, the overall decline in the sales of Han made clothing has been serious. There have been nearly 40 Han brand clothing brands in the Wuhan Guangzhou shopping mall.

Reporters at Dayang department store, Qun Guang square, Wangfujing department store and other 6 large shopping malls in Wuhan, found that these commercial places in the landmark position of the local business, Han style clothing is very few, and Wuhan International Plaza, new world department store and other high-end high-end brand shopping malls, but also the emergence of Han faction clothing brand.

Wuhan Plaza, known as the commanding height of the clothing market in Wuhan, is most popular with clothing sales at home and abroad. It has a place in Wuhan square and has become a symbol of the brand value of clothing.

However, like many large shopping malls, Wuhan Plaza must determine the sales target of each brand according to the floor number and the base area of sales location, i.e. the turnover per flat area, the area of the counters and the overall sales growth rate.

Because of the lagging development of their brand management, sales performance is difficult to compete with foreign brands, and local products are not able to enter the good shopping mall at home. Many garment enterprises in Wuhan are shocked and helpless.

Located in the special geographical location of "the nine provinces thoroughfare", Wuhan is vulnerable to the influence of all sides. In understanding the southeast and northwest wind, the Wuhan people broaden their horizons and form an open and inclusive urban culture.

30 years ago, with the wind of reform and opening up, we bought clothes from Fujian and Guangdong, and guided by Wuhan shopping malls under the guidance of Wuhan shopping malls in Wuhan Hanzheng Street and Yang Zi street, we gradually studied the foreign brand clothing management methods, built factories and created their own brands, and gradually formed a certain scale industry.

Statistics show that there were more than 2000 enterprises in Wuhan during the peak development of garment industry, with an annual output value of about 6000000000 yuan.

The Han costume at that time showed fresh vitality: when the supply and demand contradiction of clothing and clothing for professional women was prominent, the Han garment industry first set foot in the production and operation of professional women's clothing.

They have been widely used in Hongkong and Shanghai and Guangdong to become their products to the market at the fastest speed.

In Wuhan, the clothing manufacturers and brands can always adapt to the changes of the market quickly and maintain their vitality and innovation.

Han made garments can quickly adjust their business objectives according to the market changes. From the earliest entry to the domestic primary market, they will take the lead to seize the two tier market in Hubei. From the earliest trend of the corps to the image of Beijing international garment and apparel fair in China, and to the development of the market in the underdeveloped areas such as the northeast and southwest, the rapid rise of Wuhan's clothing industry has led the domestic regional garment economy.

"Han style clothing" has been a flag of the domestic clothing industry, and even the relevant departments of the state once wanted to build Wuhan into the center of Chinese women's clothing.

However, with the rise and development of the garment industry in all parts of the country, the development rhythm of the Han style clothing developed in the first place in China has slowed down obviously.

In the past, some famous Han style clothing brands gradually disappeared in the market, and some market commanding points controlled by Han style clothing were easily changed.

With the continuous improvement of the consumption level of the people, with the arrival of the era of the specific lifestyle of the consumer brands, most of them still stay in the Han Dynasty enterprises that earn money by gambling and clothing, and are beginning to appear less skilled, less competitive and less developed.

Once proud of the "Han school" regional clothing brand, it has become a synonym for quick success and instant benefit, copy copy and low-grade goods in the industry and the market.

After encountering the "retreat door" of the local shopping mall, some sad Han garment manufacturers have reflected to the government, hoping that the government can protect and support the development of the real estate brand.

After the municipal special investigation, the government thinks that the government should support the development of local industries, but not protectionism.

Shopping malls retreat brands are free competition in the market, inconvenient intervention.

And most of the Han garment manufacturers who have been retreated by local shopping malls believe that the rapid rise of clothing brands in Shenzhen, Hangzhou and Fujian has been guided and strongly supported by local governments.

For the market and the community pointed out that the "Han style clothing" brand awareness is not enough, some owners "small wealth and ease" serious thinking, the whole industry lack of industry guidance, brand communication learning is not enough, and join hands to expand the market strength is not enough, and so on, "Han style clothing" also agree.

How to revive the prestige of Han style clothing, clothing economists believe that the government of Wuhan and Han clothing owners need to fundamentally change the traditional concept of industrial development.

The expert analysis pointed out that although the Han garment industry has developed for more than 30 years, the industrial chain of mutual cooperation is far from perfect.

90% of the enterprises are crowded into the women's clothing industry, and their families are small and full. The phenomenon of product homogenization is very serious.

However, the backward business practices such as imitation, copying, market wind and storm grabbing have contributed to the competitive market of Wuhan garment enterprises, which is mainly on the vicious competition of discount sales, which is the key to the depreciation of the market value of the Han Chinese clothing market.

The reasonable amount of brand in the mall is about 200.

How to guide the clothing industry in Wuhan to adjust scientifically, scientifically integrate the industrial resources advantages, integrate the advantages of industrial resources, focus on famous enterprises with large market resources, make the brand to do the market, and organize some large scale production enterprises to give priority to the brand clothing OEM. According to their own characteristics, the enterprises with poor R & D capability and less capital management focus on wholesale operation, and gradually form a reasonable brand management, wholesale market and production and processing industrial structure. They can not only greatly reduce the production and operation costs of various enterprises, but also change the Wuhan clothing enterprises to fight alone and develop hardships in the market competition.

A person in charge of a shopping mall in Wuhan pointed out that wholesale business is still a profitable way of operation in today's clothing market. However, in order to continuously improve the level of self development, whether the clothing enterprises in Wuhan can take the road of brand management is the key to seize the commanding heights of the market.

In order to develop brand management clothing enterprises in Wuhan, we must study the needs of brand target consumer groups, and aim at the market positioning of brand segmentation, and create brand personality service culture, such as brand product style, brand image promotion, brand marketing mode, brand price system, brand logistics distribution mode and so on.

Changing the brand development view will improve the quality of Chinese clothing.

It is an important move to promote the breakout of the Han Chinese clothing market by strengthening the design of brand culture, taking the design professionals as the main body and participating in the development and construction of the brand.

Chinese clothing enterprises pay more attention to the design and development of products, but they are not enough to design the brand fashion culture, to design and innovate the brand image, and to design and innovate the brand marketing culture.

Wuhan has the advantage of fashion design industry in the first-class universities in China, but Wuhan's design superiority has not become the advantage of Wuhan's clothing industry and brand.

How does the Han made clothing enterprises learn from their talents, attract professional talents into brands and enterprises, and provide them with a platform for the development of the brand.

The medium and long-term investments in the development of enterprises and brands will change the future of Han made garments.

With the rapid upgrading of the material life of the society, the clothing industry has become a fashion industry that meets the needs of people's spiritual consumption.

Wuhan, as a super large city, lacks the city's personality culture to lead the fashion of the market. Therefore, Han clothing can only follow the popularity of Hongkong, Shanghai and Guangzhou, and it is difficult to form its own characteristics.

Although the clothing industry in Wuhan is self-developed based on market demand, but as an urban industry, the government has the responsibility to guide and support the garment industry as Wuhan's fashion industry.

How to build up activities related to promoting the development of clothing industry and fashion consumption culture through the advantages of gathering resources in cities, to achieve the overall promotion of Han clothing brands, and to promote the development of fashion oriented industries with clothing as the main body, while vigorously creating Shi Shangwen's Wuhan City, and creating an atmosphere conducive to the rapid development of the fashion industry in Wuhan, is the fundamental reason for Wuhan's clothing industry to exploit the advantages of regional resources and achieve breakout.

It is gratifying to note that the Han costume produced by the local shopping malls' "retreat door" event has intensified the adjustment of brand development. A large number of overseas brands registered abroad, manufactured in Wuhan, mixed with Italy, the United States and South Korea and other "suspected Han faction" international brands, have been returned to the Wuhan commercial market. A group of Han made clothing brands that have left the market have opened a number of flagship stores, brand image shops and community stores in Wuhan's high-end communities and commercial streets. Some enterprises have begun to diversify their networks, such as the Wuhan red people group, which are developing agents. While creating monopoly channels, they are implementing 300 expansion projects in the first tier cities in China.

Wuhan Taihe Group is developing its leisure, elegant and modern emotional products. It is looking for brand spokesmen and launching 100 sales outlets with over one million outlets.

Fu Jie, President of Giovanni brand, told reporters that since last year, Giovanni has opened nearly 200 brand hall and counters in the high-end shopping malls of the first tier cities nationwide.

It remains to be seen whether the Han style clothing can rise again in the market.