Is The Decline Of Han Style Clothing A Natural Elimination Or A New Round Of Shuffling?

It may be the fate of the Chinese clothing regional brand that the name should be placed in the right place, identify its own development space or be ruthlessly eliminated by the market.

In recent years,

In the early days of reform and opening up, Wuhan, with the excellent geographical position of "nine provinces thoroughfare", has been widely used in the southeast and northwest winds to understand the popularity of all corners of the country for its own use. With the fastest speed, the popular elements of Hongkong, Shanghai and Guangdong become their products to the market.

In Wuhan, the clothing manufacturers and brands can always adapt to the changes of the market quickly and maintain their vitality and innovation.

Since then, we have gradually studied the foreign brand clothing management methods, built factories and created their own brands, and gradually formed a certain scale industry.

So ambitious locals shot "

At the beginning of this century, "Han style" clothing is still a regional brand in China's garment industry.

Who would have thought, only a few years, but fell into this field.

At the same time, it also causes people to ponder: what is the problem of regional brand like "Han style" clothing? Is it a special case or a universal phenomenon? Is it a natural elimination or a new round of shuffling?

Homing in competition

Generally speaking, regional brand refers to the geographical indication of industries or products with strong production capacity, high market share and influence based on industrial clusters in a certain region.

Regional brand, as a symbol of fashion, condenses the material capital of an industrial cluster, conveys the cultural connotations of a party's water and soil reserves, represents the technological standard of a city or a province, and deduces the spiritual demeanor of a common people's undertaking and rejuvenation of the country. It also shows the political and cultural attainment of the local government as a regional brand bearer, showing the characteristics of the regional economy and culture.

Regional brand is not a simple brand collection. Its brands often have strong industrial relevance, forming an organic whole of resource integration and resource sharing.

In contrast, many of the so-called regional brands in China are actually "shouting" out of people's imagination.

A slogan, a "pie" is called a "regional brand".

These "shouting" regional brands have some common characteristics. Generally, they are mainly copied and copied, and their original ability is poor. The homogenization competition between enterprises and brands is different from each other. They are scattered and scattered by themselves. The industrial foundation and industrial environment are poor, and the high-end talents lack.

They are popular overnight through propaganda and speculation.

"Han style" clothing is a good interpretation of this.

Some people have pointed out that, with the advent of the lifestyle era, most of them still stay in the Han style enterprises that earn money by gambling and clothing, and are beginning to appear less skilled. The clothing brand of the "Han school", once proud of it, has become a synonym for quick profit, copy copy and low-grade goods in the industry and the market.

If we say that in the immature market age, we can still enjoy the scenery by a temporary hype.

In short, the future competition of regional brands is no longer a non-contact game that you have sung to me, but a hand to hand fight.

In the past, a simple competition based on cost and price based on the market has not worked.

Concepts, creativity, management, channels, terminals, talents, culture and so on, any one link will affect the operation ability and market competitiveness of the brand.

The future competition is deep competition, which is the competition of details. This is far from what extensive enterprises can do.

However, there is no need to be pessimistic and disappointed. If we can't match others in the comprehensive strength, we can still rely on skills and expertise to win.

As long as we can return to the place well and develop our own unique skills, any regional brand can open up its own world.

Regional brands will face a new round of shuffling.

Either returning to the market or being ruthlessly eliminated by the market may be the inevitable fate of Chinese clothing regional brands.

Challenge of the new competition era {page_break}

Since reform and opening up, a large number of regional brands have been spawned on the basis of a large number of industrial clusters with high industrial concentration, large scale of production, high market share and perfect matching.

However, because these brands are still at the initial stage of development, they are very similar in terms of product quality and creativity. The reason why companies get together is purely because of their interests, lacking an important factor -- cultural identity.

Regional brands lack centripetal force, and enterprises are not only doing their own things, but also competing with each other.

Many regional brands will have such a phenomenon: which enterprises have relatively good market conditions and which products will be shipped more often will cause peer prying. After obtaining relevant information, they will immediately organize proofing and production. Within one or two days, they will participate in the homogenization competition and the price will drop again and again until the profit is dried and the market is killed.

Then catch a new style and continue to repeat this cycle.

Because competition between enterprises is more competition between cost and price, innovation capability is difficult to enhance.

The final result is that low price advantages become the only core competitiveness of regional brands in the market.

Some experts have pointed out that the "Han style" clothing is precisely because the industrial chain of mutual cooperation has not been perfect so far. 90% of the enterprises are crowded into the women's clothing industry, and their families are small and full. The phenomenon of homogenization of products is very serious. The business way of quick success and instant success, such as imitation, copy, market wind and storm payment, has helped the Wuhan clothing enterprises to compete the market means, mainly on the vicious competition of discount sales promotion, which is the key to the depreciation of the "Han style" clothing market value.

Facts have proved that the old competitive mode is heading for the end.

Regional brands will not enter the new era of competition and cooperation. This is undoubtedly a huge challenge for many regional brands under traditional thinking.

The regional brand competition under the new competition is largely the competition of the industrial environment.

The perfection of industrial chain, the creation of cultural atmosphere and the attraction of talents are the key elements of regional brand competitiveness.

Of course, in a certain period of time, policy support is indispensable, but the policy should only be a detonator, and should not be a long-term dependence. After all, the most easily changing policy is also.

The construction of the industrial environment is often difficult and lasting. Instead of shouting a slogan and making a plan, setting up a project will see a quick political performance. This is a test for those in power and those in power.

Cooperation on the basis of competition is the main feature of the new era of competition and cooperation.

We should not only focus on the cooperation among regional brands, but also strengthen cooperation among different regional brands, and the cooperation between upstream and downstream industries and enterprises.

We should not only be good at integrating resources, but also be accustomed to sharing resources.

如何建立起企業(yè)競爭的戰(zhàn)略同盟，擺脫廠區(qū)規(guī)模和資本實力的限制，培育共同的市場，通過產(chǎn)前、產(chǎn)中、產(chǎn)后的專業(yè)分工協(xié)作，實行資源有效的配置，從而降低生產(chǎn)成本;如何通過“借網(wǎng)捕魚”的虛擬經(jīng)營方法，借用區(qū)域以外的全國各地加盟工廠和加盟商，生產(chǎn)和銷售優(yōu)勢品牌，以突破常規(guī)的經(jīng)營思維，廣泛實現(xiàn)資源和資金的最佳集約，從而使地域企業(yè)群體聚合成一個強大的區(qū)域品牌規(guī)模經(jīng)濟;如何在加快現(xiàn)代制造業(yè)基地建設(shè)戰(zhàn)略中，以優(yōu)秀品牌服裝為龍頭，建立都市時尚設(shè)計創(chuàng)新機構(gòu)，品牌策劃包裝機構(gòu)，面料制造后整理中心，服裝貿(mào)易集散市場，形成結(jié)構(gòu)完善、優(yōu)勢互補的產(chǎn)業(yè)鏈;如何讓區(qū)域品牌凝聚起豐富的地域物質(zhì)和精神文化資本，用地域特色的時尚流行文化創(chuàng)造健康時尚的生活方式，創(chuàng)造風(fēng)格鮮明品位高尚的區(qū)域品牌精神。

All these are problems that need to be solved by the government and industry organizations. It is also an important issue that must be faced by the regional brand leaders and leaders in the new era of competition and cooperation.

The decline of "Han style" clothing may also be a positive signal, indicating that Wuhan's clothing industry has awakened and repositioned under the new competition pattern, and has begun substantive adjustments. Maybe soon, a new and authentic "Han style" costume will be reappeared in front of people.