Wenzhou Women'S Wear Report Fashion Information

In Wenzhou, where almost men's clothing is the top,

According to the reporter, there are more than 500 women's clothing enterprises. Last year, their output value reached about 15000000000 yuan, with more than 10 thousand sales terminals all over the country, including more than 5000 brand stores.

Women's clothing develops under men's clothing.

Although Wenzhou women's clothing started in the 80s of last century, its later development still benefited from men's wear.

I have to admit that men's clothing promotes Wenzhou.

In the 80s of last century, under the guidance of reform and opening up, Wenzhou people with keen instincts and business minds grasped the opportunity to open up a large number of family style clothing production workshops. They are summarized in today's rather fashionable words. This form is called "shop before shop", which mainly deals with raw materials processing, and Wenzhou has formed a preliminary pattern of garment industry.

Among them, women's clothing production occupies a considerable proportion.

At that time, the Wenzhou people engaged in the production of women's clothing were the first time to take the popular information to women's clothing production, produce them quickly, and take the advantage of good quality and low price to seize the opportunity in the market, and take the first step in the development of women's clothing.

Ding Jianqiu, chairman of Wenzhou dnear apparel Co., Ltd. began to set foot in the middle of 80s.

According to Jiang Hai, President of the women's clothing branch of Wenzhou clothing trade association, recalled that in the mid 80s of last century, a clothing market was formed near the Miao fruit temple in Wenzhou, where women's clothing was the main business.

With the continuous expansion of market demand, the Miao fruit Temple garment market has rapidly emerged as a well-known wholesale clothing market in South Zhejiang.

"At that time, the merchants from north to Harbin, South to Guangzhou and Shenzhen were getting goods at the Miao fruit temple, and even businessmen from the Soviet Union.

According to Jiang Hai, in the 80 and 90s of last century, the pattern of Wenzhou's clothing industry was very clear. There were three main parts: the main costume of the Miao fruit temple; the Qingming bridge was mainly made for men's suits; Xinhe street was the main agent business, such as Puma, Nike and other brands.

Generally speaking, the development of women's clothing was stronger than that of men's clothing at that time.

If such a trajectory continues to develop, maybe Wenzhou women's clothing will occupy a place in the Chinese clothing map.

After entering the 90s, a group of Wenzhou men's clothing rose rapidly, breaking the pattern of women's clothing once leading.

Zheng Chenai, President of the Wenzhou clothing trade association, said: "men's suits enterprises are easy to form a scale, and with the use of large machinery and equipment, mass production is easy to make.

At the same time, in the 90s of last century, a large market for men's wear was formed in China, which created the prosperity of men's wear market.

The special environment of the market has made Wenzhou men's clothing develop rapidly, and the fashion has gradually covered women's clothing.

According to Jiang Hai, in the middle of 1990s, there were a group of talents returned from abroad in the men's clothing enterprises in Wenzhou. They first brought advanced ideas and equipment into men's clothing enterprises, and promoted the rapid development of men's clothing industry in Wenzhou.

Later, a number of casual wear enterprises such as the United States, the United States, Semir and so on came back and forth, and gradually grew into the "giants" of the clothing industry in Wenzhou.

Men's wear and casual wear, the superiority of Wenzhou women's clothing was covered up.

With the passage of time, the clothing market of the Miao fruit temple, which once flourishing, declined gradually until today.

As for the decline of Miao temple, it can be seen from a widely circulated one or two: "since 1980s, from the temple of Miao to Hangzhou, there are 16 levels, which is bound to eventually weaken the wonderful fruit temple."

Nowadays, there is no specialized clothing wholesale market in Wenzhou.

The decline of the Miao fruit Temple led to the fall of a large number of women's clothing enterprises.

To this, Jiang Hai sighed: "the early Miao fruit Temple wholesale clothing market has laid the foundation for the start of Wenzhou women's wear, but it was a pity that it did not last."

But it is worth mentioning that after entering the 1990s, Wenzhou women's clothing industry has another trend -- "custom-made" rise and become popular, Wenzhou people call "order shirts".

Now Wenzhou's excellent women's clothing enterprises such as Wan Dian, snow song, Dinel and bagpipes are all started by the "ordered shirts" at that time.

According to Jiang Hai, snow song is the first women's clothing company to launch brand operation in Wenzhou, and then a large number of women's clothing enterprises keep up with them.

Since then, the Wenzhou women's wear has been separated from the family small workshop type development pattern, gradually embarked on the brand road.

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Encounter development bottleneck

As the president of the women's clothing branch of Wenzhou clothing trade association, Jiang Hai doesn't mind the comparison between Wenzhou women's wear and Hangzhou women's wear and Shenzhen women's wear.

"We can see the difference with them if there is more progress."

Jiang Hai laughed.

Zheng Chenai, President of the Wenzhou clothing trade association, believes that after the adjustment period around 2003, women's clothing in Wenzhou has gradually entered a stable development period. However, there is still no big influence in the domestic women's wear market, and women's clothing enterprises are generally small.

Especially in recent years, the entire garment industry has encountered bottlenecks in development, such as manpower, capital, land and other factors.

Speaking of manpower, the entrepreneurs interviewed generally feel headache. They agree that the women's clothing industry in Wenzhou is not only short of talent, but also difficult to recruit.

Lin Shaodong, President of Wenzhou soma Clothing Co., Ltd. told reporters that in recent years, besides the rising cost of raw materials, the company's wages have also risen.

The salary of "soma" general worker is more than 2000, and that of sample workers is about 3600.

Even such wages still feel that recruitment is not easy, and now some enterprises are unable to get workers if they get rich.

Lin Shaodong said with great reluctantly.

Ding Jianqiu, chairman of Wenzhou dnear apparel Co., was born as a tailor and later became a well-known designer in Wenzhou.

She believes that at present, women's clothing enterprises in Wenzhou lack good design talents.

"Take Dinel as an example, although we invited the design director from Taiwan, we still feel that the intensity of design is not enough."

Entrepreneurs also feel that the current atmosphere of women's clothing industry in Wenzhou has little attraction for talent.

Due to the leading position of men's wear and casual wear enterprises in Wenzhou, they are famous in the related industries in China. The attractiveness of men's wear and leisure wear enterprises' platforms, management level and wage level is higher than that of women's clothing enterprises, which causes the corresponding talents to "shift" to men's wear and casual wear enterprises.

In terms of talents, Zheng Chenai thought there was an effective solution.

In fact, enterprises do not need relevant talents to stay in Wenzhou all year round. Enterprises can play a cooperative relationship with talents and establish effective and honest cooperation mechanisms in a certain way.

For example, an enterprise can hire a consulting management team in the field. When the enterprise is in need, let other consultants and other talents go to the enterprise for a certain period of training and guidance.

This kind of outsourcing can not only alleviate the thirst for talents, but also reduce the R & D cost of enterprises.

Wenzhou is a region where private economy is active.

Therefore, funds are not only a challenge for women's clothing enterprises in Wenzhou, but also for the vast number of small and medium-sized enterprises in Wenzhou.

In addition, this year, in order to curb inflation and tighten monetary policy, many small and medium-sized enterprises have tightened their capital chains.

Therefore, some women's clothing enterprises turn their energies to other non entity economic sectors such as financial investment and other industries, so as to support the profits of large enterprises.

As a large number of industrial funds have been taken away from other industries, the enterprises need to invest in brand building, product R & D, and so on, which are not enough funds for the pformation and upgrading. The brand appeal of the products is weakening, and the best opportunity for development is missed.

Wenzhou is known as the "seven mountains, two rivers and one field". The situation of "less people and more land" has become the choice for Wenzhou people to go out to make a living.

Nowadays, with the rapid development of economy and industry, "less land" has become a bottleneck that can not be broken away from the development of enterprises.

Lin Shaodong said, "soma" is in a period of rapid development, but the shortage of land has made him very miserable.

Unfortunately, he has to consider buying or leasing factories in the Midwest.

"Just after the first month of this year, I went out to investigate.

Now, Jiangxi, Chongqing, Chengdu, Anhui and other places are under my consideration. "

It is precisely because of land restrictions that some women's clothing entrepreneurs in Wenzhou once wished to build the "women's wear Industrial Park".

Cheng Chen AI said helplessly that Wenzhou would not develop the so-called garment industrial park, "because land resources are too limited."

In addition, Chiang Hai also believes that in the past development of Wenzhou women's clothing, too much emphasis on the product itself, ignoring the brand operation, marketing activities and product design leveling, so that Wenzhou women's clothing brand will grow rapidly.

Wenzhou women's clothing advantage breakthrough

In fact, there are many excellent women's brands in Wenzhou.

For example, European forces and autumn people were created by Wenzhou people.

"Many local women's clothing enterprises in Wenzhou have missed the golden age of development 7 or 8 years ago. After that, the cost of all kinds of elements has been going up, and the difficulty of development is greater.

But in recent years, with the support of the clothing manufacturers association and the government, Wenzhou women's clothing is developing gradually.

Xu Zhiyong, general manager of Zhejiang snow dress Co., Ltd.

It is understood that the beginning of the new year in 2011, Wenzhou women's wear began to develop both inside and outside, and go hand in hand.

From February 19th to 22, the women's wear branch conducted an internal exploration. The women's wear branch visited 17 women's clothing enterprises on the 3 day under the leadership of President Jiang Hai.

Later, the women's wear branch launched the "men's Clothing Learning" activity. In mid March, the women's wear branch organized 30 enterprises, and visited the representative men's clothing enterprises such as Jordan, the first prize, the French school and so on.

At the end of 3, by the China Fashion Designers Association, the women's wear Association organized more than 20 enterprises to join up with CHIC2011's French women's clothing enterprises to seek cooperation.

Wenzhou women's clothing industry agreed that if we want to kill a "blood road" in the fierce competition of domestic women's clothing market, Baotuan development is a good choice.

It is understood that in 2007, Wan Dian, bagpipes, sooma, Dinel, Piao Lei and other 15 Wenzhou women's clothing enterprises jointly launched a joint attack on the seventh China (Shenzhen) international brand clothing and accessories fair, and successfully held a Wenzhou women's fashion show called "impression of Wenzhou".

The joint attack of Wenzhou women's wear became a highlight of the seventh Shenzhen fair.

Since then, Wenzhou women's wear has begun to show itself in a way that combines "vertical and horizontal".

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This year, on July 7th - 10, with the help of Macao trade and Investment Promotion Bureau, 14 Wenzhou women's clothing enterprises such as Wan Dian, snow song, bagpipe and Dinel came to Macao, and went deep into the shopping centers of Macao the Grande Canale, new eight hundred friends and new road commercial street.

In this regard, Jiang Hai said, "to open shop in Macao, not only to sell Wenzhou women's clothing to Macao people.

Every year, Macao has a large number of tourists from all over the world, and the proportion of mainland tourists is also very large.

If the store can be opened up in Macao, the effect will be much better than the $23 million advertising fee to enhance the brand reputation and popularity.

Observation of Wenzhou women's clothing enterprises, it is not difficult to find that their current terminal is mainly based on agents, mainly in the form of franchised stores, the brand into the mall is very small.

According to the reporter, Wenzhou women's clothing is less developed in the mainstream business circle of the first and second tier cities in China, but the coverage rate of the three or four line cities is relatively high. With the way of "encircling the cities by the countryside", it has gone a different way from the development of Shenzhen women's clothing.

It is said that before 1999, the women's clothing agents in Wenzhou were queuing up to join.

However, with the gradual maturity of the industry, the concept of a large number of agents is out of line with the brand concept, which can not keep pace with the brand development and damage the brand image.

Therefore, Wenzhou women's clothing terminal needs to be sorted out urgently.

In recent years, some women's wear brands in Wenzhou have begun to gradually reduce the number of franchising businesses and expand the proportion of direct outlets.

Wang Jianou, general manager of Zhejiang bagpipe dress limited company, said that since last year, the company has been improving its terminal operation for a year.

"Nowadays, all bagpipes are converted into corporatization mode of operation, so that all those who sell their stores in the wholesale market must be evacuated to office buildings. The bad image of terminal will be a fatal blow to the brand.

In addition, the after-sales service system of brand enterprises is also very important.

If Wenzhou women's clothing can make a difference in these two aspects, it will play an important role in improving the overall image and influence of Wenzhou women's clothing.

It is worth mentioning that Zheng Chenai said that Wenzhou women's clothing and even the entire garment industry in Wenzhou should follow the road of customization in the future.

Zheng Chenai believes that the phenomenon of homogenization of domestic clothing brands is serious. The fundamental reason is that it is not custom-made consumption, but clothing production and clothing consumption.

"Clothing advocates the doctrine of moderation and obliterate individuality.

Customization can fully reflect individuality, service and added value, and can prevent market backlog after the middle distance running of garments.

Of course, some clothes are not suitable for ordering, such as jackets.

At present, the size of the domestic customized market is already small. Red collar, Nanshan and other enterprises have customized services. The Wenzhou news bird group also has about 70000000 custom-made one year.

Dialogue

Promoting the development of women's clothing through the overall advantages of Wenzhou's clothing industry

Zheng Chenai, as the president of the Wenzhou clothing trade association, has been in charge of the Wenzhou clothing trade association since 2006.

In the meantime, under his "planning", Wenzhou's name and name purchase plan, Wenzhou clothing company's high-profile appearance in Hongkong Fashion Festival, famous products into the store docking conference and other industry activities, will upgrade the Wenzhou garment industry to a new level of development.

Not long ago, our reporter went down to Wenzhou, and interviewed Zheng Chenai exclusively on the development of Wenzhou women's clothing industry and the development of Wenzhou's garment industry and the future trend. A picture of the development of Wenzhou's clothing industry gradually became full and stereoscopic.

Reporter: when it comes to the clothing industry in Wenzhou, people naturally think of men's clothing, but women's clothing has no special impression.

How do you view this phenomenon?

Zheng Chenai: actually, Wenzhou women's wear started in 1980s, earlier than men's wear.

In the early 90s, Wenzhou women's clothing developed well. At that time, the Miao fruit Temple (a famous clothing wholesale market in Wenzhou) sold almost all women's clothing.

Later, the men's suit in Wenzhou began to develop gradually, and then the trend of men's clothing to promote women's wear was formed.

Before and after 2003, Wenzhou's clothing enterprises, whether men's clothing or women's clothing enterprises, are in a period of adjustment.

Reporter: what do you think of the development of women's clothing in Wenzhou?

Zheng Chenai: Wenzhou women's wear started early and the foundation was good, but it lacked market cultivation and cultural creation.

As a matter of fact, as far as the National Women's clothing industry is concerned, the Expo and fashion week around the world, I think that there is not much concern about the consumer market.

There is a strange phenomenon in the industry: when the designer develops new products, the enterprise then opens the order, and the agents come to pick the styles and orders, and the quantity is different, and take them back to sell.

The agent later gave feedback to the company.

In fact, in clothing, consumers are primary school students, agents are junior high school students, designers are high school students.

Now it has become a work of senior high school students.

This upside down phenomenon is very abnormal, resulting in the backlog of enterprises' goods.

Paris and Milan are successful because they have culture and mature consumer market, so that there is a real trend press conference.

Clothes are beautifully done, but without good dress culture, they will always be a big garment producing country, and they can not become a powerful clothing country.

If the Tang costume is to encourage the wedding dress to wear, it will last for a hundred years. But if the Tang costume becomes fashionable, it is wrong. The Tang costume should be a culture, not a fashion.

Reporter: at present, from the perspective of the development of China's garment industry, we have encountered bottlenecks in terms of employment and cost.

What is the situation of Wenzhou's clothing industry?

Zheng Chenai: recruitment difficulties, raw materials and labor costs significantly increased, resource shortages, lack of talent and other issues, the situation in the Yangtze River Delta and the Pearl River Delta region are almost the same, and this is also the common problem facing the domestic clothing industry. Wenzhou is not afraid of these problems, and some problems can be overcome in the future development.

With the development of society, labor costs will inevitably rise.

To a certain extent, the problem of rising costs promotes the pformation and upgrading of the whole industry, and there is pressure to develop momentum.

The pformation and upgrading of Wenzhou's garment industry was raised at the end of 2006.

Reporter: so how did Wenzhou's garment industry do pformation and upgrading?

Zheng Chenai: in view of the pformation and upgrading of the industry, the Wenzhou clothing chamber of Commerce has put forward the "four modernizations" measures, namely, the fine quality of manufacturing, the joint development of enterprises, the pformation of industries, the enhancement of commercialization and the expansion of brand development.

In addition, the Wenzhou clothing trade association also put forward the concept of "6", that is, "3" pformation and "3" upgrading.

The "3" pformation refers to the shift from OEM to ODM, from production to commerce, and from production to value.

"3" promotion, the first is technological upgrading, enterprises in addition to equipment, technological pformation, but also to strengthen product development.

The second is management improvement, which involves efficiency management and quality management.

The third is the promotion of value, which is related to whether enterprises can make continuous investment and whether they can cope with the rising cost.

China's garment enterprises have experienced the experience and elimination of the market, and will come out with competitive advantages.

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Reporter: Recently, the media reported that Wenzhou SME loans were difficult and many of them went bankrupt.

The majority of SMEs in Wenzhou clothing industry, how are they doing?

Zheng Chenai: business failure is a natural elimination of the market. The market follows the law of "survival of the fittest and survival of the fittest".

At present, the financing channels for small and medium-sized garment enterprises in Wenzhou are further widening. Many commercial banks have successively established strategic cooperative relations with the Wenzhou chamber of Commerce, providing credit guarantee, joint guarantee and a series of special services for small and medium-sized enterprises.

At present, a number of enterprises have benefited and got the urgent working capital.

Reporter: just now you talked about some difficulties that Wenzhou clothing industry has encountered.

What is the advantage of the industry?

Zheng Chenai: Wenzhou's clothing industry has its advantages.

First of all, in terms of manufacturing, Wenzhou's manufacturing capacity is not bad. Many international brands have been OEM in Wenzhou. Wenzhou garments have considerable quality manufacturing capabilities.

Some people despise the OEM. In fact, there are several kinds of brands, such as manufactures, designer brands, etc. as long as the links in the industry chain are well done, they can be called brands.

Secondly, the advantage of Wenzhou garment industry cluster is obvious.

For example, at present, there are 16 well-known trademarks in Wenzhou, 9 in China, 17 in the national inspection free products, 11 in the Chinese garment industry, and 17 in the apparel industry.

Reporter: how do you think the expansion of women's clothing industry in Wenzhou will be expanded?

Zheng Chenai: I do not deny that compared with Hangzhou women's wear and Shenzhen women's wear, Wenzhou women's wear is weaker, and domestic voice is not much.

Not only is the women's clothing industry in Wenzhou, but the whole Wenzhou garment industry does not have a professional market for clothing at the moment, and there is no decent clothing street (just 300 meters away from Ma Ma Street), and there is no holiday for costumes.

If these are not, women's clothing in Wenzhou is very difficult to have its own view.

If Wenzhou women's clothing is to occupy a place in the National Women's clothing industry, it will take a lot of action and a certain amount of time. At the same time, the overall advantages of Wenzhou's clothing industry should be brought into full play.

It is a train of thought to make achievements in the first-line market, and making a sound in the two or three tier market is also a train of thought.

The chamber of commerce is ready to build five platforms with the government, that is, do a good job in designing research and development platform, set up a customized street, set up an exhibition, build training training school, and create financing platform.

Don't let glory bury in the past.

Ai Feng

It is an indisputable fact that Wenzhou women's wear has been brilliant.

In the early 80s of the last century, she started with the "raw material processing" method, which coincided with the beginning of the Shenzhen women's clothing to some extent.

More than 20 years later, the world is changing. Many people think that today's Wenzhou women's wear and Shenzhen women's wear are not at the same level of development.

In fact, the author thinks that such a comparison is unfair to a large extent.

Due to the development environment, supporting policies and geopolitical characteristics of various industries, the development of various industries is bound to be strong and weak.

As the author thinks, it is not appropriate to compare Wenzhou menswear with Shenzhen men's wear.

As a group of people who entered the clothing industry earlier in Wenzhou, whether Jiang Hai, Ding Jianqiu, Xu Zhiyong or King Jianou, the brilliance of Wenzhou women's clothing has always been fresh in memory. The situation of queuing up for goods is the pride of the Wenzhou women's wear.

However, due to various reasons, Wenzhou women's clothing was no longer brilliant.

Nowadays, it is more urgent for Wenzhou women's clothing to improve the industry.

Looking at the present women's clothing industry in Wenzhou, as most entrepreneurs say, there is not yet a benchmarking women's clothing enterprise leading Wenzhou women's clothing forward.

Xu Zhiyong said: "business leaders are very important.

At present, there are more than 500 women's clothing brands in Wenzhou, but there are no aircraft carrier enterprises.

Xu Zhiyong hopes that women's wear can be driven by giants like men's wear and casual wear.

Lin Shaodong said: "I would like to have a few benchmarking enterprises in front of me to run with me."

However, most enterprises believe that there will be some leading women's clothing enterprises in Wenzhou in the future.

This is only a matter of time.

Careful observation of the clothing market in Wenzhou, as Zheng Chenai said, "there is no clothing market in Wenzhou now."

You know, in Wenzhou, the clothing wholesale market of Miao fruit temple, which mainly managed women's clothing, was well known in China.

The market opened in 1985, and its total turnover amounted to 1 billion yuan a year.

Unfortunately, the market finally ended in decline.

In fact, the professional market has a great supporting role in the clothing industry (including women's clothing) in a region.

After all, the clothing industry needs to develop at different levels. It is necessary to build a self built channel to make the brand's market atmosphere, and also to have a wholesale market, so that the whole industry can become active.

Wang Jianou said: "the clothing market can support the development of many small businesses, and the garment industry has the back-up echelon of development."

Wenzhou people are accustomed to doing practical things, not good at market operation, too much attention to products and neglect to create brand culture.

This may be another reason for the status quo of Wenzhou women's wear.

"At the beginning, you let Wenzhou people make clothes and culture, so that it is better for him to make more clothes."

An entrepreneur laughs.

However, now the women's clothing entrepreneurs in Wenzhou have realized the importance of brand culture and began to work hard.

Wenzhou people have the reputation of "China's Jews". They have courage, courage, and no trust in their lives. Most importantly, they can go away from their homes to fight.

Therefore, there are no lack of Wenzhou people in all parts of the country.

The people of Wenzhou have woven a very close network of people in the country.

If you want to ask about the development of Wenzhou women's clothing, what is the advantage? Then, the advantages of the network are unique in Wenzhou, and can not be abandoned.