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Hangzhou Women'S Clothing: Cultural Surplus, Lack Of Tension

2008/11/6 9:49:00 45

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Zhejiang is a strong province of clothing in China. The impact of Zhejiang's clothing brand in China is obvious to all.

Today's Zhejiang clothing has formed four famous sections, namely, the Ningbo section represented by Shan Shan and YOUNGOR, the Wenzhou section represented by the birds of welcome, the Zhuang Ji and bonwei, the Zhuji section represented by Busen and the prince Tai Long, and the Hangzhou women's wear section represented by Akimizu Ito, red sleeves and so on.

Hangzhou, as a gathering place for large domestic women's clothing industry, has attracted more and more attention. Its position in the market has gradually been comparable to that of Shenzhen women's wear.

In order to promote the development of women's clothing industry and build a regional pillar industry, the Hangzhou government even played the slogan of "Chinese women's clothing to see Hangzhou", and also set up a government organization like Hangzhou women's clothing development leading group.

Although the scale of women's clothing industry in Hangzhou is getting bigger and bigger, women's clothing enterprises in Hangzhou have to face such an awkward fact: lacking of big brands and lack of famous brands all over the country. But in the top ten brands of women's clothing sales data of the major shopping malls in the country, almost nothing can be seen about the shadow of Hangzhou's women's clothing brand.

The brand of Hangzhou women's clothing gives people a clear feeling: culture is surplus, and tension is not enough.

Why is there such a situation?

We can analyze from the following aspects:

　　產業基礎

The foundation of women's clothing industry in Hangzhou is not very deep. Relatively rapid development is only a matter of recent years, far less than Shenzhen, Shanghai and other places have many years of industrial accumulation foundation.

Without deep foundation and details, there will be no accumulation of capital and technical experience.

So, I really can only say that Hangzhou women's clothing is still too young.

The main advantages of Hangzhou's clothing industry are in silk and foreign trade processing. The largest textile enterprises in Hangzhou, such as Wan Shi Li, Xi De Bao, Kai Xi Ya, are all mainly made of silk, while the other giants such as Huili, Hua Ding, Daly and so on are all export oriented.

And these large silk enterprises plus several export giants, almost half of the annual output value of the entire Hangzhou women's clothing industry.

Most of the domestic enterprises are not very long, and their strength is relatively limited.

In today's fierce competition in women's clothing industry, there is no strong strength, it is often difficult to have enough development.

　　地域、人文色彩

People who are familiar with Hangzhou know that this is a typical leisure tourism city. The pace of life is slow. There are always idle people in the streets. Compared with Shanghai, Guangzhou and other places, the rush of people is completely different.

There are always customers in the teahouses with Hangzhou characteristics. Many people in Hangzhou can soak in teahouses for a whole day.

At the same time, Hangzhou is also a famous cultural city with a long history, beautiful scenery, typical of the gentle south of the south, it is no wonder that all the generations of emperors and kings are all admirable to the appreciation of Hangzhou.

Strong regional and cultural color will inevitably infect women's clothing enterprises in Hangzhou.

Obviously, Hangzhou women's clothing has obviously lagged behind the market trend.

But in the brand promotion, there is a relatively strong cultural charm.

From the brand naming point of view, a lot of Hangzhou women's clothing brands are already full of cultural flavour, such as red sleeves, autumn people, ancient wood and the blue, and so on.

However, as a whole, many brand names are not enough atmosphere. They do not have the strength of big brands. They always taste a little bit of Jasper. When the brand develops to a certain point, brand names also become a bottleneck that needs to be broken through.

Although the women's clothing brand in Hangzhou focuses on cultural highlights, the clothing culture is not sufficiently refined, and the styles among the brands are quite similar.

　　設計風格

Most of the mainstream designers of Hangzhou women's wear are from a number of academic graduates from the Zhejiang Engineering College and the Chinese Academy of fine arts. Most of them start their own business soon after graduation. Without the cruel market baptism, the combination of products and the market is often not close enough, or the market trend is not caught in time.

This is quite different from Shenzhen women's clothing. Shenzhen is adjacent to Hongkong, and many fashionable elements abroad can often be shown in Shenzhen women's clothing for the first time.

When you go to the biggest clothing wholesale market in Hangzhou, Sijiqing's clothing market will turn around, and you will encounter strange phenomena. When many shop salesmen recommend products to you, they will say, "this product is made in Guangdong, this dress is the format from Guangdong" and so on. The implication is that the clothes produced in Guangdong are still superior to those produced by Hangzhou in terms of quality and style.

　　營銷推廣

In terms of brand marketing promotion, it does not seem to be a strong suit for Hangzhou women's clothing. When the movie stars in Ningbo and Wenzhou are large and small, the women's clothing in Hangzhou still can hardly see the faces of the stars. The TV and print advertisements are also hard to see the figure of Hangzhou women's wear.

It is not to say that a brand must be invited, but a star can at least explain the brand awareness and strength of an enterprise.

And the environment of Hangzhou women's clothing has led to many talented people in the clothing industry that there is no room for expression. Therefore, there are not many excellent marketing talents to join the lineup of Hangzhou women's clothing at the same time.

Hangzhou's Wulin Road is a famous women's wear street in the country. It is also a window for many women's clothing brands in Hangzhou. However, the image shops of many brands give people a feeling that they are not very stylish.