Yangtze River Delta: The Best Place To Hatch Western-Style Clothes And Predators

In the early 80s of last century, with the help of international standards,

Shan Shan first broke the cocoon

But the formation process of China's Western clothing industry, which is mainly dominated by the Yangtze River Delta, is still far from being smooth sailing. Although it was a rapid rise at the beginning, the production capacity of enterprises in China was fast overflowing because of the rush of production enterprises.

In addition, the quality of products is not good enough. After a few years, the Western clothing market has fallen to a low level.

For a time, many migrant workers on the construction site were working in cheap suits bought by dozens of dollars, so that people could not help laughing.

But under this background, the Shan Shan suit is the first to break the cocoon in the tight encirclement. The man who deduced this classic case is a man named Zheng Yonggang - a man of capital.

Zheng Yonggang, who was in danger, was sent to Shanshan (formerly the Yong Gang costume factory) when he was director of the factory in May 1989.

Because of the sharp cooling of Western-style clothes in the market, foreign trade processing is unable to get orders, and the factory is in a predicament. The accumulated loss has reached about 3000000 yuan, and the bank has borrowed 8 million yuan.

A strong sense of market in Wenzhou triggered his new thinking: "how can the consumption of suits be concluded when the country is further open?"

In the market research, Zheng Yonggang received an important message. Despite the unsalable sales of domestic suits, some young people were willing to risk their infection and pay for the old suits that were smuggled. Some of these suits were stained and some were stained with blood.

What is the reason? The key is that these smuggled old suits are fashionable and light, thin, soft and quite durable.

Zheng Yonggang was so inspired that he decided to make a big break with the "new suit" as a breakthrough. He spent 1 million yuan in a desperate loan, and made use of the "series of stock colored fabrics in the debt chain" to create a new generation of western style clothes in China.

In order to make a start, Zheng Yonggang deliberately squeezed time from his busy work and met with many media reporters from Shanghai, Zhejiang and Ningbo.

The effect of "public relations" is very good. Journalists have not only published directional information, including the western-style clothes in the domestic Western-style clothes market, breaking the dull pattern of the old black, grey and blue suits; the new suits of light, thin, soft and stiff will dominate the market, and the consumers will wear more tasty clothes; the new generation of suits will soon lead the new trend of consumption.

Shanghai's reporter also created a popular slogan: "Shan Shan suit, do not be too smart!"

In the autumn of this year, Zheng Yonggang borrowed 60 thousand yuan from the new world fashion company in Shanghai (which used to be advertising money), and launched a huge advertising campaign in Xinmin Evening News and Shanghai TV station.

At the same time, the Shan Shan suit, which shines on the market in Shanghai, has become a hot demand and is in short supply.

Businessmen from all over the world sent people to the Shanshan factory to take money to grab the goods. At that time, there was a lot of traffic in front of the factory, and the employees could not meet the needs of the market by working overtime.

The rise of Shan Shan has gradually become the first Western-style clothes predator in China.

At the peak of marketing performance, the market share of Chinese fir suits has reached 37%, and the profit rate is more than 50 times the average level of the industry.

The suit industry in the Yangtze River Delta was also promoted.

Competition in Western clothing market is an endurance race.

The strong brands in the early market of the Yangtze River Delta were Pei Luo Meng, Heng Sheng, Hong Xiang, Gao Feng, inspiration, spring and autumn, etc. after fierce competition in the market, some western style clothing brands have faded out of the sight of consumers, others can barely maintain their business, and they are running away from the mainstream brands.

It is a rare thing for the old brand, like the old brand, to forge ahead on the road to forge ahead.

This phenomenon is essentially a reflection of the laws of the market economy. After the Yangtze River waves push ahead, whether it is the "old brand" brand or the new generation brand, if there is not enough stamina in the competition of Western clothing market, if there is no development, there will be a crisis in survival.

What is worth praising is that the Yangtze River Delta has eliminated many vulnerable brands, but has already hatched many suits, especially the Chinese fir, YOUNGOR, and birds of welcome. They have become listed companies. The intangible assets of these brands, such as popularity, reputation and image, are not matched by the brands of many Western-style clothes.

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Market economy values results.

But when we analyze why the Yangtze River Delta will become the best place to hatch Western-style clothes, we should pay special attention to those brands that use the comprehensive advantages of weather, geography, human resources and so on.

TONYWEAR manager Chen Fuchuan, who has made great achievements in the field of advanced business suit, reveals to me: "the key factor for successful operation of the brand is to add design creativity, fashion elements and personality style to the clothing carrier, thereby having a smooth sales channel and realizing value with different goods."

In order to achieve this, they paid a lot of painstaking efforts and sweat.

A vivid example is that since 1993, TONYWEAR has collected data on China's economic development and the economic energy, income, savings, investment, consumption, and market conditions of key cities in China, which are published by relevant authoritative departments, and stored in computers. This is the homework that most enterprises do not want to do.

It is also a matter of deep concern that TONYWEAR arranges 8 graduate students to practice in the company. They are divided into 4 groups to take photos of the target consumer groups in Nanjing West Road, Nanjing East Road, Huaihailu Road and Xujiahui in Shanghai every month.

They also scrutinize the different colors of Shanghai's phoenix trees all year round and the urban color of Shanghai.

TONYWEAR combines international trends and develops products with its own resources. Such stamina naturally wins everyone.

Wenzhou group brand is advancing towards the high-end suit market.

Brand operation has never been the best, only better.

Because of the well-known reasons, the high-end market of Chinese suit market has been the world of foreign brands for many years. But 10 years ago, domestic brands began to advance to the high-end suit market, and achieved positive results. Among them, the top group was Wenzhou's group brand.

With Armani, Zegna, Versace, Gucci, Martha and other hundred international high-end brands have close and pleasant cooperation, can make use of advanced equipment to produce high-quality suits, such as the 16 bird brands, including Zhuang Ji, Xia Meng, France, Jordan, Bai Xian, Gong, and so on. There are 495 designers and all kinds of engineering and technical personnel, and 28 foreign designers stationed in Wenzhou.

These enterprises have the ability to expand the high-end suit market, and the added value and economic benefits of the products have been greatly improved. They have taken the lead in picking up the fruits of industrial upgrading. It is worth affirming and has positive significance for the development of China's clothing and garment industry.

What is more valuable is that these Group brands have the courage and perseverance to challenge the foreign brands of the high-end suit market, and actively develop the market with the ingenuity, unique and unique products.

Now, the average price of the mainstream products of these 16 enterprises in Wenzhou is 3807 components / sets, of which the market price exceeds 5000 components / sets of high-end men's clothing output of 1 million 570 thousand pieces / sets, the highest suit price is 12000 components / sets.

In the high-end suit market, this kind of action is absolutely impressive.

The author understands that, at the beginning of the test market, the good news bird has reached the standard of high-end suits, but its brand intangible assets still have a distance from the foreign brands. Influenced by traditional ideas, consumers have not fully accepted the high-end suits at home for a time. What can not be ignored is that the clothing sales in the market have become popular, and the birds have implemented the national unified price. They promise not to discount easily, but also slow down the pace of sales.

These factors superimposed, the wedding bird high-end suit sales temporarily encountered an unprecedented predicament.

The Sales Department of the company and agents from all over the place were unable to live up to their anger and reported to Wu Zhize, general manager of the good news bird, that he ordered the price to sell high-end suits.

Wu Zhize repeatedly insisted on adhering to the established sales policy. For this reason, many people thought he had a problem with his brain.

Perseverance does not mean stubbornness. The essential difference between the two is that the former is sensible and the latter is obstinate.

In order to strengthen the confidence of the company's sales department personnel and agents everywhere in marketing high-end bird suits, Wu Zhize persistently uses all kinds of opportunities to enlighten the relevant personnel. The pricing of the wedding birds is very reasonable. Compared with foreign brands, the birds have the advantage of cost performance, and the healthy development of the news birds is a kind of protection for consumers and a protection for the industry as well.

Facts have proved that Wu Zhize's persistence has made the good news bird come to the fore in the high-end suit market.

Over the first 3 months, there was no hard time for business. Gradually, those men who paid attention to the quality of life, dress and taste and personality were increasingly resonating with the wedding birds.

They feel that they are more savour, more valuable, more confident and more affable.

Later, with the help of a comprehensive successful promotion of the CS system project (the international customer satisfaction system engineering recommended by the best international enterprises), we will take part in the real estate industry and launch the high-quality birds' high-end boutique community, setting off the quality and taste of the wedding birds' high-end suits.

Success is something we need to pay.

What needs to be emphasized is that the Wenzhou group brand has experienced almost all the severe market tests like the wedding bird in the process of entering the high-end suit market.

That is why it is more necessary to cheer.