Hangzhou Builds The Strategy Of "Women'S Clothing Capital Of China"
From the beginning of 90s, Hangzhou Women's wear Gradually in the country clothing The world surfaced, Hangzhou Women's wear The influence is increasing day by day. Hangzhou Women's wear It is "fresh but not open, graceful and harmonious." fashion The unique style has been accepted by domestic consumers, Hangzhou. Women's wear Industry has entered a period of rapid development. The Hangzhou municipal authorities have seen this trend in order to develop the urban type that is compatible with the character of Hangzhou. Industry In order to cultivate Hangzhou's new economic growth point, the Hangzhou municipal government proposed to build "China". Women's wear The strategy of "capital city" is determined to mold the brand of "Chinese women's clothing to see Hangzhou". For this reason, a leading group of women's clothing industry was set up to formulate and implement the development strategy of Hangzhou women's clothing. Hangzhou women's clothing entered a period of rapid growth. As a close attendant and participant of the development of Hangzhou women's clothing, we are glad to see the flourishing development of Hangzhou women's clothing. Meanwhile, we must also see that there are still many problems in Hangzhou's women's wear. Hangzhou's road to build the "Chinese women's clothing capital" is still tortuous. Indeed, reflecting on the Hangzhou women's clothing, from the perspective of marketing, the author thinks that there are five weaknesses in the women's clothing of Hangzhou, which must attract enough attention from the women's clothing circles in Hangzhou. First, the overall promotion of Hangzhou women's clothing is strong and individual brand building is weak. According to the statistics of relevant materials, there are 2456 women's clothing manufacturers in Hangzhou, and the annual output value has reached about 4000000000 yuan, which has formed a huge industrial cluster. Due to the high attention of the Hangzhou municipal government, the overall promotion of Hangzhou women's wear is very impressive. Since the appearance of Hangzhou women's clothing as a whole in 2000, the overall image of Hangzhou has been colorful. Annual "China International" clothing "The Clothing Fair", the Hangzhou municipal government has organized a group to participate in the exhibition, the influence is huge. And whether the Hangzhou women's dress image ambassador selection or the Hangzhou women's clothing cultural development forum held, the overall promotion of Hangzhou women's clothing is very excellent and in place. However, behind the bustle of the overall image of women's clothing in Hangzhou, the brand building of Hangzhou women's clothing enterprises has not received enough attention. The understanding of brands in Hangzhou women's clothing enterprises is very simple. The design of logo and name is brand building, and there is a lack of complete understanding of the rich connotation of the brand. Brand promotion activities are also limited to casual events. clothing Xiu, Hangzhou women's clothing is more focused on short-term promotional activities, rarely seen Hangzhou women's clothing enterprises to engage in conscious brand promotion activities. This is the biggest weakness of Hangzhou women's clothing. The overall image of Hangzhou women's clothing is not equal to the image of Hangzhou women's clothing brand. The overall promotion of government organizations can only create and improve the marketing environment of Hangzhou women's clothing, but it can never replace the brand building of Hangzhou women's clothing enterprises. clothing It is a most brand oriented industry. Consumer clothing is more consumer brand. Therefore, brand is the foundation for women's clothing enterprises. Therefore, Hangzhou women's clothing enterprises should seriously examine their brands and take the positive attitude to brand building in the first place of enterprise development. Only in this way can Hangzhou women's clothing enterprises get their proper position in the fierce competition in the clothing market. Two, Hangzhou women's clothing brands are still lacking in strong brands. People who are familiar with Hangzhou women's clothing know that the number of women's clothing brands in Hangzhou is absolutely massive. In the articles about Hangzhou women's clothing and the government communique, we often see this sentence: "there are more than 160 women's brands in Hangzhou, which occupy half of the National Women's clothing brand." The implication is that many women's clothing brands in Hangzhou are the advantages of Hangzhou women's clothing. This is a great misunderstanding of brand marketing. The number of brands is not equal to the strength of a brand. If a wolf meets a wolf, a group of sheep will be defeated. The brand of Hangzhou women's wear has indeed formed a brand.
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