The Revival Of Han Style Clothing Is Not Optimistic.

　　3月28日，第十八屆中國(guó)國(guó)際服裝服飾博覽會(huì)（CHIC2010）在北京中國(guó)國(guó)際展覽中心新館舉辦，展出面積10萬(wàn)平方米，匯聚了來(lái)自20多個(gè)國(guó)家和地區(qū)的1000余個(gè)品牌。記者只看到唯一一家湖北服裝企業(yè)——貓人。

　　在描述CHIC（中國(guó)國(guó)際服裝服飾博覽會(huì)的縮寫(xiě)）歷史時(shí)，有這樣一句話：對(duì)于CHIC，走出這條路的是上海人、湖北人、北京人、寧波人、溫州人、杭州人、東北人、廣東人、閩南人、香港人、臺(tái)灣人，甚至還有日本人和韓國(guó)人。

To this day, Shanghai people, Beijing people, Ningbo people, Minnan people...

Still on the stage of CHIC, Italians, French, Americans and so on also joined the CHIC group. Hubei people are getting farther and farther away from the CHIC stage.

In March 28th, the eighteenth China International Clothing and Accessories Fair (CHIC2010) was held at the new China International Exhibition Center in Beijing, with an exhibition area of 100 thousand square meters, bringing together more than 1000 brands from more than 20 countries and regions.

Reporters only saw the only Hubei clothing company - cat people.

As an important carrier of brand incubation, CHIC's position has never been as important as it is today.

Why is Han style clothing company free from it?

Why is Han style clothing once so popular today?

Where is the revival of Han style clothing?

CHIC helps companies shape brands

　　“現(xiàn)在的CHIC不再僅僅是一個(gè)交易平臺(tái)，很多品牌是想通過(guò)CHIC走向市場(chǎng)，把最優(yōu)秀的產(chǎn)品拿到CHIC展示，對(duì)企業(yè)內(nèi)部是一種鞭策。”雅戈?duì)柤瘓F(tuán)股份有限公司董事長(zhǎng)李如成這樣評(píng)價(jià)CHIC。與李如成持同一看法的還有波司登國(guó)際控股有限公司董事長(zhǎng)高德康，“CHIC已成為產(chǎn)業(yè)發(fā)展的前沿、衣著流行的先導(dǎo)，成了社會(huì)各界和海內(nèi)外關(guān)注的時(shí)尚發(fā)布中心、文化創(chuàng)意中心和品牌展示中心。我們每年都通過(guò)CHIC展現(xiàn)公司實(shí)力，擴(kuò)大品牌影響力和知名度。”

　　北京順美服飾有限公司總經(jīng)理司紅軍認(rèn)為，在國(guó)內(nèi)眾多的服裝博覽會(huì)中，CHIC的規(guī)模和影響是最大的，能反映國(guó)內(nèi)服裝行業(yè)的發(fā)展?fàn)顩r，對(duì)品牌形象和企業(yè)形象的塑造、對(duì)渠道和終端店鋪的建設(shè)均有很大幫助。

　　寧波太平鳥(niǎo)股份有限公司常務(wù)副總經(jīng)理王明峰認(rèn)為，再好的演員也需要一個(gè)舞臺(tái)去表演，特別是對(duì)一個(gè)剛出道的人來(lái)說(shuō)，需要一個(gè)大舞臺(tái)、大導(dǎo)演、好劇本。對(duì)服裝企業(yè)來(lái)說(shuō)，CHIC就是這樣一個(gè)大舞臺(tái)。

The emperor fashion (Hangzhou) Co., Ltd., every year, comes to CHIC to participate in the exhibition. They think CHIC is the best platform for making brand, and there is no better in China.

CHIC can deliver the brand culture, positioning, product and marketing ideas to the industry in the fastest way.

CHIC director of the organizer said that today's CHIC is not simply an agent or franchisee. It is also linked with the Chinese clothing forum, the annual awards of China clothing brand, the Chinese clothing conference, and the joint conference of Chinese apparel salesmen. Many enterprises that do not participate in CHIC will also walk to the exhibition to understand the new clothing consumption trends and production processes, and feel the pace of the development of the industry.

Absent Han school

　　CHIC的地位如此尊貴，連意大利、法國(guó)、美國(guó)、韓國(guó)等國(guó)家的服裝企業(yè)都不遠(yuǎn)萬(wàn)里來(lái)到中國(guó)“趕場(chǎng)”，其目的是為了分食中國(guó)龐大而又正在蓬勃發(fā)展的服裝市場(chǎng)蛋糕。但讓人頗感費(fèi)解的是，漢派服裝中僅有貓人一家企業(yè)蒞臨，其他企業(yè)均缺席。

Once upon a time, Han style clothing and Beijing, Guangdong, Shanghai three schools of fame.

In 1995, a group of Han style garment enterprises headed by Taihe, Jordan, and the red men took part in CHIC, creating a precedent for the display of local brand groups and causing a sensation.

"Han style clothing was sought after, and even the people of Beijing like it, the line is atmosphere, colorful."

Xiao Wenjiu, Beijing blue land garment company, said.

In the past 15 years, the Han style clothing that had stepped out of the CHIC road and was popular for a while disappeared at the exhibition.

Wang Hongying, a chief designer of the former Taihe brand and a design director of Hongkong MYTHECO. design company, who graduated from Wuhan Textile Institute, said with sadness. "Now, speaking of Han style clothing, many people are already strangers."

　　原湖北省紡織服裝行業(yè)投資促進(jìn)會(huì)會(huì)長(zhǎng)王洪章說(shuō)：“在CHIC辦一次展覽的費(fèi)用多在300萬(wàn)~500萬(wàn)元，湖北服裝企業(yè)擔(dān)心投入那么大的成本來(lái)CHIC辦展覽不劃算，因此也就不愿意參加CHIC，而不參加CHIC，就很難受到代理商和媒體的關(guān)注，進(jìn)而無(wú)法形成強(qiáng)勢(shì)品牌，發(fā)展陷入惡性循環(huán)之中。”

In today's excess capacity, "production" can no longer create its own needs, and only brands can drive sales.

When more and more international brands become "populist" and the Chinese clothing industry is placed in an international living environment, Chinese clothing enterprises must rely on brands to improve their living tension.

Therefore, CHIC responsible person judgment, "the next ten years, must be a period of rapid development of China's clothing brand, is the new era of China's right to speak."

However, the choice of Han style clothing is divorced from the important carrier of CHIC's incubator brand, which is obviously contrary to the current environment and development trend of China's garment industry.

　　漢派服裝的復(fù)活之路并不樂(lè)觀

According to the reporter's observation, before clothing sales is an era of "channel is king", who will occupy the channel, who will intercept more "profit area", so the clothing manufacturers give the CHIC business function a high weight. At the exhibition, they still use various preferential policies to attract agent business.

However, the future fashion sales mode is an era of "terminal is king". Whoever occupies the terminal will control the future of the clothing industry.

At this exhibition, the cat put forward a model to break the clothing sales agency system, set up a retail monopoly chain "sexy creation fund", support entrepreneurs to join the cat brand retail monopoly chain system, and achieve 1 new stores in three years. The purpose is to build their own terminal sales to meet the coming of the next brand era.

Prior to the CHIC meeting, the media reported that Wenzhou businessmen were buying shopping malls in various parts of the country, with the aim of allowing more Wenzhou products to meet directly with consumers, so as to refresh and enhance the brand image and corporate image of Wenzhou products.

Compared with the enterprising of Wenzhou businessmen, Han style clothing is going downhill.

In recent years, almost every Han nationality garment has been retreated for every adjustment and brand change in the market. Over the past ten years, more than 50% Han style brands have disappeared in the mall.

Nowadays, Wuhan's shopping malls are full of foreign brands.

As a fast moving consumer goods with time value, it can not enter the retail channel, not only the brand can not be established, but also the enterprise's funds will be deposited in the inventory, so it is difficult to have sustainable development.

Under the double pressure of international and domestic brands, when the retail terminal is controlled by foreign brands, the reporter can not help asking, how much room can the Han style clothing still have?

What is the possibility of its resurrection?

Obviously, we must not wait for ten years to think about this problem, because foreign brands will never leave the market share left by Han style clothing. They will wait for the opportunity to fill the gap in the market.

When the terminal is lost, the brand is missing, and the environment does not adapt to the development of the clothing market, the Han style clothing is no longer a question of resurrection, but is likely to be sealed as a history forever.