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Chongqing: Look At The Rise And Fall Of "Chongqing Style Clothing"

2011/8/30 11:14:00 35

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The Rise And Fall Of Chongqing'S "Chongqing Style Clothing"

No city, like Chongqing, has such a strong tolerance of fashion. This commentary is appropriate for the rise and fall of the "Chongqing style clothing".

In December 1998, the first international dress culture festival in Chongqing was held in Chongqing, and the concept of "Yu pie dress" was first put forward. But after that period, Chongqing garment enterprises ended up in "water moon, mirror flowers" because of the lack of brand packaging consciousness, the lag of production and sales promotion mode, the lack of relatively centralized production and processing bases, and the failure of the upstream and downstream production chains.

In order to reverse this situation, a group of Chongqing garment enterprises have learned from their mistakes, hired designers, launched original brands and set up professional associations, and set up a display base for fine jade faction in Chaotianmen, which greatly changed the old impression of Chongqing consumers' "fake and shoddy" clothing.

Especially in recent years, with the large number of coastal garment enterprises moving and production design talents competing westward, Chongqing faction clothing has ushered in an unprecedented historical opportunity, gradually revealing the dawn of revival.

Yu Pai costumes are busy guarding against theft.

At the end of August, this is the season for Chaotianmen's wholesale market to be listed on the autumn and to meet the national customers.

23 early in the morning, Ms. Liu, who came to Chaotianmen from Fuling to get her autumn dress, was surprised to find that this year's autumn dress in Chaotianmen is very small.

Senger Nia, Angie Nia, little hot girl and other famous "Chongqing school" clothing stores are also wearing Han dresses, Qipao, suspenders and other summer wear.

"The new clothing market in Chaotianmen is now being sold.

Field imitation

Very soon, new in the morning.

On the second day, there will be new shelves in the markets of Hangzhou and Wuhan.

Many bosses told her that it would take about a month, and that the autumn dress would be listed in Chaotianmen after the end of September.

A few shoppers who have already put on their autumn clothes say: because they are afraid of being imitated, the autumn clothes are hanging out by designers.

"Today's new model, imitation goods will be on the shelves tomorrow."

Huang Mingwei, the boss of "Anji NIA", was "stolen" once before.

A Hubei accent customer came to his Anji store with a big black bag. Each new item bought 2 to 3 pieces of clothing, and there were several other neighboring shops in the bag.

On the second day, the Wuhan Hanzheng Street market came out with the same style, and the price was about 10%, so local dealers had to find Huang Mingwei's knowledge immediately.

In order to prevent the new "theft", the Chaotianmen market no longer started in August.

New pattern

Hang on the store, and no longer pay for everything.

Instead, the order system is made. Customers need clothes. After reading the samples, they need to place an order one to two months in advance, and then the factory will deliver the goods again.

In addition, many bosses also use the raise threshold to limit the loss of new products.

For example, one must take 10 sets of clothing, each large, medium, small, and increase the size of 3 pieces, a total of 12 pieces, so that a suit of at least 120 pieces, clothing stores will be willing to deliver.

"Counterfeit and shoddy" capital

"Over the past 20 or 20 years, Chongqing clothing, which has been imitating the survival of Guangdong and Fujian clothing styles, has now become the target market for Hangzhou, Wuhan and other places."

Speaking of such a great change, Huang Mingwei, who has been in the clothing business for 20 years, and vice president of the Chongqing style clothing association, has been very disappointed in Chaotianmen.

In the 90s of last century, Huang Mingwei began selling clothes in Xinhua Road and Bayi Road.

At that time, he mainly made "run goods" from Guangdong and other places to get goods back to sell.

In 1998, Xinhua Road's clothing stalls were moved to Roof garden in Chaotianmen for wholesale clothing.

At that time, some bosses began to build their own small workshops to do away with goods, and mainly to drive out "broad commodities".

"In the morning, we see people selling from Guangzhou or Fujian, which will sell well at night and work overtime at night, and will be on the market second days in the morning."

Huang Mingwei said that in order to sell clothes well, everything produced was hung on the brands of Guangzhou and Hongkong.

The profits of these "drive out" goods are very small.

A garment is only 5-10 yuan, with only a few dozen shipments a day.

Strictly speaking, they belong to "fake and shoddy" products.

The serious consequence of the "drive away" is that the clothing styles on the market are very similar.

Huang Mingwei remembered that he had invited a coastal dealer to a good and tasty drink and asked customers to go to the market to see it. As a result, the customer said half jokingly that the goods in Chongqing were made by a fashion designer.

"During that time, many dealers did not come to Chongqing to get the goods. The goods sent out by the Chongqing market were quite small, and the whole market was almost in the market.

Stagnation state

Chaotianmen market management office personnel said: Chaotianmen comprehensive market is the distribution center of Chongqing garment industry.

But in the market of the Three Gorges Reservoir area and the southwest provinces and the "barometer" of Chongqing's clothing industry, the "Chongqing" garments were rare.

A statistics in 2003 showed that over 60% of the real estate clothing traded in the integrated market in Chaotianmen was labeled "backdoor listing".

High salary Didier Shanghai technician

In fact, as early as in 2002, a small number of prescient Chongqing bosses began to recruit designers, design original styles, and start building their own clothing brands.

Chongqing style clothing "Karana Lei" head of Duan Yong, began in 2000 in Chaotianmen Roof garden clothing wholesale business.

He learned from fashion design that he is keenly aware that relying on Shanzhai is difficult to make the brand bigger and stronger.

The key to innovation lies in talents.

But at that time, there were few professional designers in Chongqing enterprises, and only a few business owners had studied costume design.

Duan Yong hired 2 designers from the coastal high salary to Chongqing, and became the first clothing store in Chaotianmen to have his own designer.

Look at the new market in all parts of the country, search online for the brand launch of the major fashion brands, and combine the characteristics of Chongqing women's dress.

After a period of running in, Duan's designer came up with a new style that combines well with local style.

"For example, the down jacket is mostly prepared for the northern customers, and it focuses on warmth instead of pattern.

The new down jacket we have introduced focuses on fabric insulation while paying special attention to the style. The color has also been introduced into bright white, rose red, gray powder, and fur, embroidery and other elements.

The first batch of original costume styles designed by "Carla Lei Shi" has been surprisingly well received.

Tayong, who tasted the sweetness of independent innovation, began to gradually expand the scale of recruiting designers.

Today, his design team has grown from 2 to more than 20.

"Under the leadership of some brand enterprises, more and more business households have realized the importance of independent innovation."

According to Wang Yong, vice president of the "king of flowers" and the Chongqing style clothing association, before and after 2005, he realized that the boss of Chongqing's soft costumes had come to the high level professional designers on the coast.

Zhong Yun, Deng Yi, Huang Mingwei and other clothing owners created a number of well-known clothing brands such as "poetry," "beautiful clothes," and "Angie Nia".

In 2008, the Chongqing style clothing is ushering in a golden opportunity for development.

Due to the arrival of the financial crisis, many coastal garment enterprises mainly engaged in foreign trade clothing went bankrupt, and Chongqing garment enterprises took advantage of the high salary to "copy the bottom", and hired a large number of coastal designers and skilled workers to come to Chongqing.

Duan Yong's design team has doubled in number this year.

"In the past, there were more than ten styles of clothing in the shop itself, and they were not systematic.

But then with the designers of professional teams, clothing developed to more than 50 styles, and almost opened the counters.

Wang Yong said: because of the beauty of the beauty of women in Chongqing, the people dare to dare to do it, and they dare to do the clothes that are difficult in style.

The beginning of gold in the yellow sand

In 2005, a chance event made Chongqing clothing an opportunity to make a debut.

At that time, a Hangzhou clothing wholesale "big guy" went to Guangzhou to purchase a large quantity of goods, and accidentally discovered the word "Chongqing Airlines" from the bag.

He found out that he had been in Guangzhou for two or three years, and all of them came from Chongqing.

The costumes of Chaotianmen market are new, fashionable and dazzling, and each piece is cheaper than Guangzhou by 20-30 yuan.

The businessman was wild with joy and immediately went all the way to Chongqing.

His friends from all over the country heard the news and rushed to Chongqing to explore gold in the new world.

"Guangzhou Baima clothing wholesale city" and "Hangzhou Sijiqing clothing wholesale city" are the most advanced clothing wholesale markets in the country.

But now, more than 50% of businesses are coming to Chaotianmen.

Insiders told reporters.

Many foreign businessmen bought their homes in Chongqing for the first time to buy their goods in Chongqing.

Part of the Chongqing businessmen in Guangzhou white horse clothing business also began to return home to invest and build factories.

"Now in Zhengzhou, Wuhan, Guizhou and other large wholesale markets across the country, as long as the door is open, it is all sold by Chongqing faction! Before we were all sneaky to say" Chongqing made ", now it is not easy to sell the brand of Chongqing!" talking about this change, Huang Ming Wei can not hide her inner excitement. "

"Local products are the soul of the Chaotianmen market. Without the support of local products, the market becomes empty.

It is with the Chongqing clothing processing this piece, only then has the characteristic of the Chaotianmen market.

Analysis of relevant persons.

In this case, Chongqing clothing association came into being.

In 2004, more than 100 members set up the Chongqing clothing association.

"Zhejiang Keqiao clothing city, Wuhan Hanzheng Street can cultivate a large number of Zhejiang and Han style clothing, and we also want to pass the Chaotianmen market and play the name of Chongqing style clothing in the whole country."

Song Xianyang, President of the Chongqing style clothing association, said that the past Chongqing style clothes no longer need to be anonymous.

In August 2008, the "Chongqing faction fine clothing city", a regional market with strong regional characteristics, opened in Chaotianmen, marking Chongqing's official proposal to use its own brand to open the whole country's market.

In the following year, the sales volume of Yu faction boutique dress city exceeded 6 billion, and more than 300 famous brands of Chongqing women's clothing were collected, becoming the largest real estate clothing trade and Exhibition Center in Southwest China.