Guiyang Clothing Brand Has Been Sold Abroad.

　　亂了、西街往事、嫭斌、野麥花開、茉希、紅裳……看到這些名字，經(jīng)常逛街的人都知道，這是一些熟悉的服裝品牌。但許多人不知道的是，這些都是廣西本土的原創(chuàng)服裝品牌。

Now, after more than ten years of development, especially in recent years, more and more Guangxi's own local clothing brands are moving out of Guangxi and heading for the whole country.

In the white horse wholesale market in Guangzhou and the century green wholesale market in Hangzhou, the Guiyang clothing brand, which is mainly located in Guilin, has attracted not only clothing distributors from all over the country, but also clothing wholesalers from France, Singapore and Vietnam.

Disorderly clothes from the Guilin have opened more than 200 stores in the country by way of Direct stores, exclusive stores and special counters. The coverage rate in every city and county in Guangxi has reached 80%. Similarly, the West Street costumes from Guilin also have franchisees, direct shops, exclusive stores and special counters in the whole country, and the Hu Bin dress from Nanning has also opened 7 Direct stores in Nanning in recent years.

But the Guiyang clothing brand is suffering from "growing pains" in the development due to the serious imitation of each other, lack of design talents and innovation.

Clothing market Guangxi local brand Xiao ho reveals sharp cusp.

At the end of 2008, when Zhang Chuanfang was traveling to Yangshuo, a famous clothing brand named "West Street past" was discovered in the famous Yangshuo West Street. The clothing brand with national characteristics was very popular and popular with tourists.

Zhang Chuanfang also liked the style of the brand very much, and bought many brands of clothes at that time.

After returning to Nanning, Zhang Chuanfang discussed with her friends and decided to introduce the brand to Nanning as its franchisee. Instead, she turned the boutique shop that she had opened on Hsinchu road to "the past in the West Street", monopolized the brand's clothing.

"The first year, really sold well, the new one sold on the shelves, sometimes replenishment is not enough."

Zhang Chuanfang said.

Zhang Chuanfang's store style, designed for Nanning's "West Street past", has become a model for other franchisees.

In 2009, Zhang Chuanfang opened second branches in the center of China World Trade Center.

I remember that in 2005, Jacky Cheung, a singer in Hongkong, had a song of "hair disorder" which was very popular. So when a clothing store named "somewhat chaotic" was opened on the ancient city road in Nanning, it attracted many young people.

This shop is not only interesting, but also has a very distinctive clothing, all of which are mainly made of various styles of cloth, and are very popular with female white-collar workers in Nanning.

But the conservative attitude of the shopkeeper and the attitude of rejecting the media for thousands of miles made this first introduction of the "chaos" brand from Guilin, not as prosperous as the factory expected.

A year later, the shop disappeared.

In Nanning Wanda Plaza, a brand new clothing store named "chaos" was opened and attracted a great deal of attention. The day's turnover reached seventy thousand or eighty thousand yuan, becoming the best selling clothing brand in the field.

At this time, Hu Bin dress from Nanning, wild flowers of Hezhou, and red dress of Liuzhou also began to enter people's view. Therefore, Guangxi's local clothing brand began to show sharp corners.

"Passive" development to join the way of running fame

As early as in 2004, in Zhengyang's Guilin pedestrian street and Yangshuo West Street, several original clothing brands from Guilin designers have been attracted the attention of tourists from all over the country, such as chaos, West Street past, dragon and Phoenix auspicious, sun and Fang, and so on, many brands have become the target of foreign businessmen competing to join.

"We didn't think about building the brand to expand beyond the Guilin, but when someone came to ask for permission to join us, we began to expand passively outside the area."

The founder of "messy" brand, Wen Chun, chief designer of Guilin Wen Dao Industrial Development Co., said in a telephone interview with reporters.

In the summer of 2004, a businessman from Nanping, Fujian, found her to talk about the agency.

After a lot of deliberation, Wen Chun decided to give it a try, so she opened her first store without much choice. But to her surprise, the agent did a good job.

So businessmen in Hezhou, Nanning, Hangzhou, Changsha, Zhengzhou and other places came to discuss joining and cooperation.

The same is true of West Street past, Sun Yue square, dragon and Phoenix auspicious fashion brands, but unlike the "chaotic" way of running direct shops, most of the other Guiyang clothing brands are operated by means of franchise.

Wen Chun told reporters that compared with the clothing brands in Hangzhou, Shenzhen, Shanghai and other places, Guangxi's clothing brand was basically passive development.

Thanks to the unique tourism location of Guilin, it has created a natural publicity platform for the clothing brand here. Tourists from all over the world have become the free word of mouth propagandists of these clothing brands.

The Guiyang clothing brand has been popular all over the country without any cost of publicity.

Take Liuzhou's Jasmine dress as an example, after its establishment in Liuzhou, the dress has been developing slowly, and then pferred to Guilin to open a shop.

Now, the first franchisee of the brand has also successfully entered Wanda Plaza.

  　　  成搶手貨桂系服裝品牌遠(yuǎn)銷海外

However, compared with other cities in China, the Guiyang clothing brand is obviously fragrant outside the wall.

Reporters learned in the interview that at present, Hangzhou's century blue wholesale market and Guangzhou white horse wholesale market, the clothes of the Guiyang clothing brand are very popular.

A clothing dealer from Jiangxi told reporters that the Guiyang brand has sprung up in the clothing market in recent years because of the distinctive characteristics of the Guiyang clothing, all of which are mainly made of cloth and skirt, with national characteristics and fashion. Therefore, when they hold together, it is easy to be identified, and the sales of the Guiyang clothing are good, so they become a hot commodity in the wholesale market.

In the Guangzhou white horse wholesale market, clothing wholesalers from France, Vietnam and Singapore are very optimistic about "chaotic" clothing.

But unlike domestic businessmen who like to take all the styles and take only a few pieces for each item, the wholesalers from abroad are generally optimistic about a few styles, and then get a thousand or even thousands of orders under one style.

Because of this popularity, the Guiyang clothing brand has also become the most serious target of the imitation version.

In Hangzhou, a franchisee who once made a Guiyang clothing brand was removed from the fund after being abolished. He even took the sample produced by the manufacturer and processed it himself, and then continued to sell it with a brand.

"This is mainly due to the distinctive characteristics of the Guiyang clothing, which is very popular with urban white-collar women, so many businesses spend money on the best selling styles, and then change their designs to imitate the version."

Wen Chun said with a bitter smile.

However, imitations not only come from outside the region, but also exist in the Guiyang clothing brands. This is also the reason why many styles of Guiyang clothing brands are identical.

　　   發(fā)展瓶頸缺乏設(shè)計人才和創(chuàng)新

The Guiyang clothing brand's imitated version is serious. The reporter was deeply touched in the interview. In Nanning Wanda Plaza, the reporters visited Apple clothing stores, such as apple red, Sun Yue Fang, and jasmine, and found that these brands were mainly made of cotton and cotton cloth as the main raw materials of clothing, and basically they were mainly made up of dresses. Though there were some slight differences in design, if they did not look at the signs, they would be mistaken for the same brand shop.

Among them, the most imitated version of clothing brands since Guilin is the lack of many brand designers, but in desperation they can only imitate other brands with their own designers.

And the most imitated is "chaos" and "West Street".

"Chaos" clothing and "West Street past" have their own designers, and dozens of new models will be launched in different seasons each year. But many other brands are made from tailored tailoring shops. They are good at tailored clothing. After development, they lack good designers, and the mobility of designers is relatively large, and capital is also a problem.

Therefore, the imitations of each other are serious, and this has become the biggest bottleneck for the development of local clothing brands.

In terms of design style, the design style and fabric selection of local clothing brands did not keep pace with the times.

Such as many years of changing cloth dress, heavy cotton cloth and so on.

"Lack of innovation in design and lack of diversity in fabrics."

Li Yan, general manager of Wanda Plaza, Nanning, insists that it is right to stick to its own design style, but it can not be immutable. It should be more diversified in style design, for example, not only to provide consumers with a dress, but also to have pants, one-piece blouses, one-piece skirts, etc., to give customers more choices.

On fabrics, do not just focus on thick cotton material, you should add some lightweight fabrics.

"The local clothing brand has already had a good beginning of development. If we want to have more innovation, we can take a long view and go further."

　　    市場前景發(fā)展快速但后勁不足

In the survey, the reporter also found an interesting phenomenon. In addition to the serious imitation of the clothing brand of Guilin, Liuzhou's red dress, Hezhou's wild wheat blossom and Nanning's Hu Bin costumes did not encounter the problem of imitation edition, but the speed of these brands was relatively slow.

Up to now, apart from Nanning's Hu Bin dress has accelerated the pace of development in recent years, and opened 7 Direct stores in Nanning, Hezhou's wild wheat flower shop in Wanda Plaza has been combined with a brand from Hangzhou in a shop, and the original clothing of the shop owner has been compressed from the original 4 display frames to 1 display stands.

In contrast, the clothing brand from Guilin has developed rapidly. Since the first store opened in 2004, there are nearly 200 direct shops, joint stores and counters throughout the country. It has become one of the best brands in Guangxi's local clothing brands.

And like the West Street past, sun and moon square, Dragon Phoenix auspicious, apple red and other clothing brands, in addition to opening a direct store in Guilin, almost all of them are developing in the way of franchisees.

"Some of Guangxi's local clothing brands have done well, and their popularity and influence are constantly improving, but no matter from the design concept or on the shop packaging style, it is obvious that their stamina is not enough."

Li Yan said.