Mao Lihui Analysis: Development Concept Restricts The Development Of Han Style Clothing

Wuhan

In March 28th, the nineteenth China International Costume.

Why is Han style clothing difficult to pick up?

In April 15th, the reporter interviewed Mao Lihui who had just returned from Beijing to Qingdao and Qingdao to Xiamen.

As an enabler of the trend and fashion events in China, Mao Lihui often travels to many developed areas of clothing industry in Qingdao, Jinjiang and Hangzhou. She is a consultant for the development of many garment enterprises in these areas, and has a deep understanding of the gap between Han style clothing.

Garment industry is a city fashion industry.

A top-grade suit often costs tens of thousands of yuan, and profits exceed one computer and one car. And a family will only buy a computer and a car, but will buy more suits.

Mao Lihui believes that the clothing industry is an eternal sunrise industry. It has long been separated from the labor intensive industry and the sweat economy, and has become a representative of the urban fashion industry and the creative economy.

But in Wuhan, the clothing industry still makes money by processing and manufacturing, and can not satisfy consumers' deep needs with design and brand.

In recent years, Han style clothing has been going downhill.

Now, speaking of Han style clothing, many people are already very strange.

Although Han style clothing is so lonely, with the advent of the urban age, as a city fashion industry, Wuhan has no reason not to pay attention to the development of this industry.

Mao Lihui said that even now, Wuhan's advantages in developing the industry are still outstanding.

Hubei Qianjiang has one hundred thousand tailors active in the whole country, Wuhan clothing colleges and universities have trained a large number of clothing design talents, Wuhan is the market commanding height of the national brand competition, Hubei clothing base market is huge, and radiation around 400 million population.

The key is that these resources are not utilized and integrated.

As early as 2006, the provincial government of Hubei Province proposed that textile and clothing should be made into "100 billion yuan industry" during the "11th Five-Year" period.

Now, this goal is achieved, but it takes the longest time and the foundation of implementation is not stable.

Policy driven should enter into the industrial links.

Now the output value of Henan's textile and garment industry has surpassed that of Hubei, Anhui, Hunan and other provinces, which makes Mao Li Hui extremely worried.

For a long time, Wuhan has constantly exported resources such as designers, talents and raw materials to the outside world, but the local clothing industry has been marginalized.

In recent years, the eastern coastal garment industry has gradually shifted to the mainland. The Henan provincial government has attracted entrepreneurs from the coastal apparel industry to invest in the form of entrepreneurs' forums and seminars.

Wuhan lacks such a platform, and rarely takes the initiative to build such a platform.

Mao Lihui is very familiar with the development history of Jinjiang's clothing industry.

He said seven wolves, nine herd kings, and Li Lang are all Jinjiang's business cards.

The leaders of the Jinjiang government often invite experts to diagnose clothing enterprises in Jinjiang and formulate targeted support policies. Government leaders often work on the spot of enterprises to solve practical problems of enterprises.

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Jinjiang clothing entrepreneurs are mostly born in the "grass roots", it is difficult to grasp the trend of the development of the fashion industry.

After understanding the situation, the Jinjiang government actively set up a platform to invite all designers and professionals related to fashion culture to Jinjiang through hosting the Haibo and Haixi fashion week to enhance the horizons and professional decision-making level of Jinjiang entrepreneurs.

In order to attract top designers to serve local enterprises in Jinjiang, Jinjiang's government leaders were painstaking. The mayor even went to the airport to pick up the plane himself.

If a designer in Jinjiang's clothing industry gets the top ten designer designation in the whole country, the government will reward 100 thousand yuan.

Supporting enterprise development is not just spending money.

So far, the government departments in Wuhan still do not know where to start from supporting the development of clothing industry, and have not yet penetrated into the industrial links.

Let the association run in a market-oriented manner

Mao Lihui introduced that some industry associations in Wuhan eat basically "financial rice", while the industry associations in the coastal areas basically rely on themselves to feed themselves and operate in a completely market-oriented manner.

By organizing various forums and activities, the associations in coastal areas can help enterprises to clarify the problems of industrial development and pass the development issues to the government in a timely manner.

Because of the benefits to the enterprises, the costumes of the coastal enterprises are mostly gathered around the association voluntarily, participating in various activities planned and organized by the association.

Mao Lihui believes that the ability of a single enterprise to obtain industry information is limited, and incomplete information will enhance the investment and business risks of enterprises, and reduce the enthusiasm of enterprises to expand and expand.

In fact, as long as the enterprises are willing, the government and the association should set up more platforms to let the enterprises have the opportunity to communicate and understand the industry information.

Enterprises are still in imitation stage.

In Mao Lihui's view, entrepreneurs in Wuhan's clothing industry are also mostly born in grass roots. They have limited access to the development trend, management and market information of the garment industry. Most of them are still at the stage of imitation, unable to tap the deep needs of customers, so they have no ability to continuously push enterprises to become bigger.

At present, there are not many large enterprises in Wuhan's clothing industry, and the clothing companies with sales volume of 1 billion yuan are almost blank.

However, without large-scale enterprises, the entire garment industry chain can not run smoothly, because other enterprises in the industrial chain can not benefit from the industrial chain.

Because it can not benefit from the industrial chain, a large number of garment enterprises in Wuhan are crowded with clothing processing and manufacturing. Unlike coastal ones, there are several clothing leading enterprises that drive the whole industrial chain to run, and every link can earn profits.

In this way, there are no short boards in the industrial chain, which can divide and cooperate with each other, form industrial clusters and jointly promote the development of garment industry.

Mao Lihui said frankly that crowded production will eventually lead to crowded sales.

Wuhan's original more than 2000 garment manufacturing enterprises, almost more than 2000 brands, but the capacity of shopping malls in general is also more than 200 brands, coupled with a high degree of homogenization of the style, in order to fight for limited channels, terminals, manufacturers often fight on the price.

In terms of internal marketing, Wuhan garment enterprises are not advanced enough.

Mao Lihui introduced that Jinjiang clothing enterprises were equipped with shares for designers and skilled workers, and they belonged to employees participating in the development oriented enterprises. However, Wuhan enterprises were far from the way of management.

In addition, Wuhan clothing enterprises to participate in the exhibition or for investment, forget the brand promotion function.

Some clothing companies spent nearly a million yuan exhibiting, took thousands of business cards, but never talked about a business.

The reason is that dealers are not just looking at discounts, profits, but also the business philosophy of both partners.

Mao Lihui pointed out that the development of Jinjiang's clothing industry is because Jinjiang has a number of seed entrepreneurs, whose successful experience has been constantly copied by the latecomers, and has led to the development of a number of garment enterprises.

This experience has even been copied into other industries.

However, there is also a lack of seed entrepreneurs in Wuhan.