Once Again, Chongqing Style Clothing Is Still Lacking In Leading Enterprises.

Many years ago, the clothing industry in Chongqing called out slogans for packaging the "Yu faction" clothing brand and breaking new ground in the domestic and foreign markets. However, today, there is no sign of "Chongqing school" clothing in the country.

There is a big gap between the "Chongqing school" clothing and the Min style clothing, Zhejiang style clothing or PRD costumes.

However, the clothing industry in Chongqing has not given up its dream.

In recent years, some local garment enterprises have tried to find a breakthrough from the aspects of design and internationalization, and strive to build their clothing brand.

On the other hand, the relevant parties in Chongqing are currently preparing to build a clothing brand operation center, and have already been supporting the garment industry on policy, supporting the "Yu faction" clothing to build brand clusters.

All of these undoubtedly bring positive benefits to the rise of the "Yu faction" clothing.

However, there are experts in the industry who believe that the "Chongqing style" clothing needs to make more efforts if it really wants to make a name. In particular, enterprises should set up a brand operation system that can keep pace with the marketing of "three carriages" in terms of marketing, products and management according to their respective product positioning.

Two start ups of local clothing

Not long ago, in the banquet hall of the dais hotel in the northern New District, the Chongqing clothing brand "Yi ti" held a new autumn and Winter Conference in 2011.

Sagacity, conciseness, sexy...

This scene is in sharp contrast to the situation a few years ago.

In 2004, when "Yi ti" held its first press conference, only 4 customers came.

Remembering the past and talking about the present, Deng Xiaoqin, the founder of "Yi ti", can not help feeling that the road of "Chongqing school" clothing brand is really too difficult.

In 1994, Deng Xiaoqin set up the "dream poem" clothing factory with the accumulated 20 thousand yuan, and soon developed.

By the beginning of twentieth Century, "dream poem" has become one of the earliest women's clothing brands in Chongqing, and has won the star award of several big shopping malls in the city.

"When the best seller is sold, the factory delivers late every day."

Later, with the rapid expansion of several major business circles in the main city, domestic and foreign capital

"Dream poem" and other mainstream local clothing brands fade away from people's view.

Line.

Now in Chongqing, the market share of local clothing has shrunk to less than 20%.

It was in this situation that Deng Xiaoqin started the "two venture" 7 years ago, and registered a new high-end brand "YITI" in Italy and Hongkong respectively.

"It means your image, fashion and persistence to make your taste unique and colorful."

Deng Xiaoqin said that the brand concept of "Yi ti" represents a dream and persistence.

Today, "Yi ti" has gained a reputation.

Beijing's Chui Wei Department store, Shanghai east commercial building, Changchun Paris spring...

Many big cities in the mainstream shopping mall, "Yi ti" let many people know the "Chongqing school" clothing.

All this made Deng Xiaoqin, the woman of the mountain city, determined to build Chongqing's "PRADA" and "LV".

Designer team Rally

How can this crazy dream come true? Deng Xiaoqin's answer can not be separated from "design".

In her opinion, the brand is

Inspecting world famous brand clothing, such as Armani, GUCCI and Versace, are all designer brands, which are created by designers or named after designers.

The success of these brands shows that no matter what advanced marketing mode is born, the charm of design culture should be above other productive factors.

Deng Xiaoqin, who is well versed in the theory, attaches great importance to the establishment of the "Yi ti" designer team at the very beginning.

Nowadays, "Yi ti" already owns dozens of exclusive designers including Wang Hongying, a famous designer in China.

In Chongqing, since 2008, after the financial crisis and the external factors such as "moving east to the west" have brought historical opportunities to the local garment industry, local garment enterprises have paid a high salary to copy the bottom, and a large number of excellent designers have been excavated from home and abroad.

It is from then on, the Chongqing clothing industry began to go back to the market, for two years to keep the growth rate of 25%.

Apart from the design efforts, some local garment enterprises are also committed to establishing brand from the perspective of "internationalization".

In the "Duji" suit, Duan Yuanhong, a senior manager, has travelled many times across the ocean to Japan and Europe for training. He has worked with Italy software developers to develop an international leading garment cutting plan software, laying the foundation for "paragraph" clothing personalization.

As one of the successful bidder companies, the "tree king" is not only internationalized from brand orientation, but also in line with international standards in its operation mode.

In 2007, the king of costumes officially announced that it was upgraded to Shu Wang Industrial (Group) company. It also introduced two major international brands, TREE from Canada and HOOFEE from England, and began to implement its international standard brand building plan.

"Under this background, the Chongqing faction clothing already has the prerequisite for success."

Chen Shangfuxin, vice president of Chongqing Garment Association, said happily.

But at the same time, he also believes that brand is not only a LOGO, but also has multiple components. For example, product quality, customer experience, innovation promotion and enterprise concept should be covered. Clothing enterprises not only sell products, but also advocate a way of life, values and so on.

It is almost impossible for the "Chongqing school" dress to win through the competition of design culture and brand connotation.