Han Style Clothing Was Hit By The Market Again.

The Han style clothing with a history of more than 30 years was hit by the market again: about 10 brands were retreated last year due to the failure to complete the shopping mall's lowest sales target.

On the 7 th, the shopping guide of Wu Guang floor shows that there are about 120 brands of women's clothing in the mall. Only 8 of the Han style garments are Taihe, Yuan Tian, Hong men, Dian Dian, zhe Mei, etc. the counters are smaller than the main brands, and the counters are also remote. In June last year, Han faction had at least 16 stores.

Luo Fei, senior manager of Wuhan General Office, said that in order to improve the brand of women's clothing, the Han faction was compressed, and the specific figures were not detailed. There should be ten. Xu Ping, director of planning, said with reluctantly that the reason for the withdrawal was mainly that her performance was not up to standard. For example, she said, the shopping mall stipulates that some brands must achieve a sales target of 3 million yuan a year. "Like the college entrance examination, we have no way to go before crossing the line."

On the issue of being retreated, Li Qunbao, Secretary General of the clothing trade association, and other people in the industry comment that the market competition is superior to the fittest, and that the local brand names are the same.

Sales performance against foreign brands, a year difficult to complete the sales target of 3 million yuan.

Han style clothing encountered Wu Guang "retreat door"

Recently, Han style clothing, which has a history of more than 30 years, was hit by the market: about 10 brands were retreated last year because of the sales target of 3 million yuan in the shopping mall.

What secret lies behind this "retreat door"? The reporter made some inquire.

6 big shopping malls, Han school figure is lonely.

Our city has more than 1600 garment enterprises, more than 40 brand enterprises, and the rest are mainly wholesale enterprises. Reporters surveyed 6 large shopping malls in the city, Han style clothing was lonely.

In the department store of Dayang, there are only 7 suspected Han schools, including phenanthrene, barium, famous house, LEAF, Santa Pang, Sang Sang, and so on. Among them, the tower is tagged with the tag and the "joint manufacture", while the other 6 are "international brands and distributors".

There are ten Han faction and "suspected Han faction" in the department store, half of which are "mixed blood" with other countries or regions such as the US, Korea and other countries.

There is no "Han school" found in the International Plaza, the new world store, and the women's wear counters.

Qun Guang square Han school and "suspected Han faction" women's wear includes Vera Dessain, bang Jia, Ming Dian house, and "Le Mei" 6.

Xu Bin, general manager of Bai clothing network, said that the website launched the list of the list of clothing brands last year, and accepted the mainstream brands with certain conditions to enter the sea election. The candidate must have more than 8 shops (or counters) in 24 shopping malls, 5 commercial pedestrian streets and 1 shopping mall, or 32 or more shops in the two or three tier cities. As a result, there were only 7 Han style women's clothing brands in the 220 clothing brands selected for the audition, and the once popular Han school such as youth, elegant, AI Si and Fiona had disappeared.

Zhang Ling, assistant director of Taihe Group, revealed that the major shopping centers generally determined their sales targets according to the floor number and floor location base (i.e. the turnover of output per flat area), the area of the counters and the overall sales growth rate. Wu Guang is the most efficient shopping mall in the country. In 2009, the efficiency of Taihe in Wu Guang was 3000~4000 yuan / month per square meter, and 400~500 thousand a year.

In search of danger, we will fight long and skill together.

The general manager of Honghua clothing executive told the hawk that the "retreating door" of Wu Guang did not mean that the local shopping malls looked down on the local brand, but the problems of Han style clothing: there was no concept of international marketing and lack of brand culture; the old fashioned style, the bosses had no long-term vision, and the distance from the fashion capital such as "Qi" and "fashion" seemed to be separated by several times.

Yesterday, Fu Hua, a teacher of steel flower primary school, bought a Korean Insatin coat at 2520 yuan for Wu Guang Hua. She said she never bought Han school because she did not show her figure. This seems to confirm the view of the hawk.

SBO was one of the Han schools who were retreated last year. Tang Bo Hui, the head of Xinhui garment company in the city of Hong Kong, said that SBO was invited out and felt "very sad".

"If there is no exhibition space at the door of Han style clothing, how can we capture the market in other places?" Tang Bohui believes that the retreat of Wu Guang is a discrimination against clothing and clothing, which will cause a serious blow to the garment manufacturing industry. SBO has been widely recognized by customers in the field. Recently, businessmen have called to inquire about why they sell so well, but they have been dismantling in Wuhan and Guangzhou.

Tang Bo Hui said that she still had the confidence to do the big s BO brand, but urged local businesses to open up publicity windows. She also said that the rise of clothing brands such as "Qi" and "Qi" has been strongly supported by the government. The brand clothing manufacturing industry has reached the "edge of death" and hopes that the government will give some support to it.

Some others who had been repulsed declined to be interviewed by reporters.

It is reported that some Han faction service companies have reported to the municipal government on the issue of dismantling. The municipal government held that the government supported the development of local industries, but welcomed free competition and could not engage in protectionism.

Taihe Group Zhang Ling believes that in the past, the clothing industry was "popular money", and the manufacturers earned money by a new style of clothing. But now more emphasis on life experience, through clothing to carry out a specific way of life, to bring consumers identity recognition and psychological satisfaction, many Han faction service companies do not have this ability.

Zhang Huabing, chairman of the original Han style women's fabric supplier and chairman of the investment company, believes that there are at least two reasons for the Han faction's glory from 20 years ago to today's predicament: first, some bosses are "small and well-off", so far have not spawned a listed company; two, the Han style service companies are like "a basket of unbundled hairy crabs", fighting against each other and fighting with each other.

Foreign brands hit the door, and Han faction was brutally squeezed out of the market. Li Qunbao thought it might not be a bad thing. The clothing trade association has selected Herman and strong grass two brands selling well in Han, and organized more than 30 enterprises to learn from them. Herman's militarized management of enterprise culture, strong grass more than 40 huge design team to shock them. Yi Aizhen, chairman of "Shu Mei Zhen Zi", immediately said that we should manage the company according to the direction of modern enterprises and keep the top level in China.

Han style clothing shows bipolar development.

After being retreated by collectives, some of the Han style bosses felt no face. Li Qunbao's view is different. "If you admit fewer students, can you say that young people's quality has been lowered?" He believes that the Han style women's clothing, which mainly attacks the winter clothing market, still occupies the main position in the northeast and northwest markets. Because of the fear of being copied at home, most of the main brands have appeared in the north of the Yangtze River, and many have not appeared in the Han Dynasty.

Li Qunbao admitted that Han style clothing was mainly located in the middle and low market. The marketing network of enterprises should be diversified. They should not only focus on the first tier cities, but also develop more to the two or three tier cities. Some enterprises are actively developing agents, establishing proprietary stores and other self operated channels. Huang Hui, chairman of the group, said that it plans to open 300 stores in the first tier cities across the country.

Taihe Group Zhang Ling revealed that Taihe is developing leisure, elegant and modern sexy products in the near future, and seeks out the new image spokesperson, develops 100 direct sales outlets with over one million annual sales, and striving to become the NO.1 of Chinese women's clothing industry.

Obviously, Han style clothing actually shows the trend of bipolar development.