Foreign Trade Clothing Enterprises "Electric Shock" &Nbsp; Perhaps Change The Way Hangzhou People Buy Clothes.

Every time he passes the Hangzhou Stadium Road and Jianguo intersection, Qin Guoliang, chairman of Hangzhou Hanlong Weier Garments Co., Ltd., has an inexplicable feeling and melancholy.

This was the earliest one in Hanover Weill opened in three stores in Hangzhou.

The concept store area is about 100 square meters, the overall positioning is

Now, this street corner has become a sad memory of Hanlong weil.

Close doors, no signs of closure, leaving passers-by with endless speculation.

Waterloo's own brand

"This is indeed my failure.

Very tired, very helpless. "

When he said this, Qin Guoliang, chairman of Hangzhou Hanlong Weier Garments Co., Ltd. was very sad.

Founded in 1988, the old foreign trade clothing enterprise is a trinity of design, development and production.

In late July 2005, many foreign trade enterprises in Zhejiang changed the usual practice in the exportation season, and began to step on the domestic market without stopping.

Hanlon Will is one of the early test of water trade.

Heavy investment in tens of millions of yuan, from the domestic trade team to the channel, are brand new, after a series of integrated operation, Hanlong Weier clothing opened three stores in Hangzhou, in Liaoning, Fujian, Jiangxi and other provinces have the general agent, the national stores opened more than 10 stores.

However, by the end of last year, these stores did not get much improvement. Tens of millions of dollars had to be invested. Finally, the stores could only be closed down.

"The prospect of foreign trade clothing turning into domestic sales is attractive and the risk is not small, because after all, it is not familiar with the market, and all aspects of energy can not keep up with it."

Qin Guoliang said, after the event, foreign trade enterprises also have their own advantages, such as more opportunities to contact foreign businessmen, relatively standardized operation and production, which may be more in line with the appetite of picky customers.

This strengthened their determination to concentrate on foreign trade.

Domestic trade in Waterloo, independent original brand, but also in the boudoir is Qin Guoliang's pain.

Different from traditional clothing enterprises, Qin Guoliang, who comes from art design major, has a deeper understanding of clothing.

"The clothing industry should not be a simple industrial industry, but an art of living."

He did a lot of work on how to build an international brand in the clothing industry.

As one of the most famous Chinese fashion designers in the international fashion industry, Qin Guoliang's personal original clothing brand "Dr.QIN" has appeared on T stage many times.

Unfortunately, those are conceptualized. In the market, this independent brand has not really appeared.

In the eyes of most people, Qin Guoliang is too idealistic and not convinced to the market, so it inevitably faces the choice of survival of the fittest.

Stripped factories to light up, focus on R & D and market

The hardest financial crisis, Hanlong Weil has come, but now mixed with labor shortage, rising cost of raw materials, appreciation of the renminbi, declining orders, let Hanlong Weil feel cold.

The headquarters of Lu Yu Da building, Hangzhou stadium, has gone through a tunnel like circular archway, which is the design and development headquarters of Hanlong Weill. However, compared with the past, the peak season is slightly deserted, and the 1200 square meters of open space is resounding with deep rock.

"Now the order has slipped, but it is the adjustment company.

"Now all the company's orders are outsourced."

Chen Ping said the decision was made after the outbreak of the financial crisis and has now been implemented.

The original company owned more than 5000 square meters of factory buildings and more than 200 workers have all stripped the company.

To do so, it is a great burden for a self operated export enterprise. "

In the past, the factory had to subsidize at least 1 million per annum, and now it is equivalent to 1 million of management fees after stripping.

Chen Ping said that there is still more room for manufacturers to choose.

To get rid of the simple processing and production, Hanlong Weier, who is quick to lose weight, is now focusing on two ends: research and development and market development.

"This is the ends of the smile curve."

Chen Ping said that this is what traditional enterprises have been pursuing for years.

Making bold investments in cross border movies

Of course, this is not all the breakout of Hanlong weil.

In the eyes of others, Qin Guoliang, who has always been "whimsical", is still brewing big moves.

Recently, Zhaopin recruitment, Hangzhou talent network and other major recruitment positions have revealed a hint of mystery. The prominent points of these websites are the recruitment information of Zhejiang Hanlong Film & TV Company Limited, covering the sub director, media management, production and so on.

"In the preparatory stage, our film and television companies have hundreds of millions of dollars in registered capital."

Qin Guoliang revealed the news to reporters at the desk full of scripts.

Hundreds of millions of dollars for a garment enterprise, is not a small number.

He is very secretive about the specific operation and capital operation of the film and television company.

"Now it's not convenient to talk about it, it will be a science fiction disaster 3D movie. There are big directors and stars joining Hollywood. If it goes smoothly, it will start shooting next year."

From clothing to film and television, this span is a bit big at first glance.

Qin Guoliang said that to build an international brand, technology is the simplest and easy to learn, and the most important thing is to rely on thinking.

At present, most of the garment enterprises in China only pursue the growth of output and output value unilaterally, and lack the development of soft power based on industrial culture.

He has been looking for a fulcrum.

After more than 20 years of accumulation, he finally found it, that is, film and television culture.

"In fact, in Hollywood, clothing and film festivals are interlinked. They are all carriers of culture."

Qin Guoliang said.

As for the two major businesses of clothing and film and television in the future, what is the most important thing? His position is that film and television are the key directions for future development, and traditional clothing will always be retained because this is the starting point and foundation of the company.

The two teams run independently and occasionally overlap.

Maybe one day, when we go to the cinema to see the movie, the hero is wearing "Dr.QIN", then we will buy clothes with the leading character.