Qingdao Women's Clothing "Escape" Is Not Accidental Design, Lack Of Sales Personnel Is A Bottleneck.

Looking at the tens of millions of goods sold in the stock market, Hu Zhengchun, general manager of Qingdao Rui Fei Ma Clothing Co., Ltd. has lost his eyes, and even more puzzled him is in Qingdao, one of the three major textile and garment industrial bases, which is known as "Qingtian". Lane Bryant Development has always been a short board. Although it has been operating for more than 20 years, it has been lagging behind enterprises such as Hangzhou. "I am going to move the business to Hangzhou." According to Hu Zhengchun, although there are thousands of women's clothing enterprises in Hangzhou, they also have excellent designers and salesmen. The fabrics and accessories for women's wear are also very complete and have the support of local shopping malls, which are not available in Qingdao.

　 Migration of a local women's clothing brand

Qingdao Rui Fei Ma Clothing Co., Ltd., though not a large enterprise, is still in existence. Qingdao women's wear The enterprise is also a well-known women's clothing brand enterprise. From several small workshops to hundreds of employees, Rui and Fei Ma have been developing in Qingdao for more than 20 years, but in the end they choose to migrate.

In 1986, Hu Zhengchun, who was only 20 years old and confident, came to Qingdao and started his own business. "Because Qingdao is an important textile city, and the threshold of clothing industry is relatively low, our group has chosen the garment processing industry."

In Zhan Shan, Hu Zhengchun rented a private house with only seventy or eighty square meters, bought 8 sewing machines, and the predecessor of Rui and Fei Ma was formally established. Hu Zhengchun and his 10 men began to play the world in Qingdao. From the initial simple processing of clothing, they began to plan to build their own clothing brands, and the ranks of their employees grew larger and larger.

"We have developed in Zhan Shan, Jining Road, Xiaogang, Guangzhou road and Dagang, and have been in Guangzhou road for two years. Here we have created the brand of Rui and FMA." After the registration of their brands, business development is also growing. Around 2000, enterprises moved to Dagang, the area reached more than 3000 square meters, and the number of employees reached more than 100.

After spending four years in Dagang, Rui and fema left Qingdao and came to Shenzhen to develop. However, because Qingdao has been developing for more than ten years, Hu Zhengchun finally chose to return to Qingdao. In 2006, Hu Zhengchun settled down in Jimo with her own brand of women's clothing, and bought a place and built a factory.

In Jimo, Hu Zhengchun also entered the peak of his career. In 2007, the number of employees reached more than 400, and the turnover of the company doubled. Despite the impact of the financial crisis in 2009, the performance of enterprises began to decline, and the number of employees has been decreasing. At present, there are only more than 100 people, but enterprises are always developing.

From a small workshop to tens of millions of business turnover, Hu Zhengchun is not satisfied, but a great confusion for the future of the enterprise. "The women's clothing enterprises that had almost developed at the same time had reached more than ten billion turnover in Hangzhou. Compared with that, though it was successful, it was not successful either." To Hu Zhengchun's confusion, Qingdao is an important textile and garment industry base. Why is the development of women's clothing so poor?

This year, Rui and Fei Ma were also affected by the economic downturn. Tens of millions of goods were squeezed in the warehouse. When he saw Hu Zhengchun, he was coming back from shopping malls in Qingdao, and the sales situation was not optimistic.

The situation and future considerations have shaken Hu Zhengchun. "I plan to move the enterprise to Hangzhou this year, where I should develop better."

mainland Women's wear The "escape" road of enterprises

　 In Qingdao, the migration of Rui and Fei Ma is not accidental.

For more than 20 years, the women's clothing enterprises, in the development of women's wear brands, Hu Zhengchun also saw the eyes and anxious in mind. "In the 90s of last century, there were about more than 300 women's clothing manufacturers in Qingdao. By 2000, there were only forty or fifty left, and now there are few." Hu Zhengchun finished, smiled and shook his head.

Of course, these women's clothing enterprises are not all moved to the outside world, many of them are closed down directly, but there are many quite good women's clothing brand enterprises have chosen to "run away".

Samuel women's clothing brand is moved from Qingdao to Shanghai's women's clothing business. Qingdao's samer dress Co., Ltd. was founded in 1997. In 2000, to further develop the national market, the company moved to Shanghai. At present, Shanghai's Samuel dress Co., Ltd. has developed into a medium-sized enterprise that integrates the design and production of high-end women's dress products, and is one of the leading brand operators in the country.

"A lot of brands such as Yi Bai Na and so on were moved away in the past few years, most of them moved to cities like Shanghai, Beijing and Hangzhou." Hu Zhengchun said.

For the local women's clothing brand, Qingdao's elegant Clothing Co., Ltd. is also regarded as a "escaper". Although the processing and manufacturing links remain in Qingdao, the company's main R & D designs are mainly placed in Beijing. "The R & D center of Beijing has been established for four or five years, and Qingdao is also there, but it is still the main side." Chen Xin, a Qingdao finery company, told reporters.

"Every time I go to Hangzhou, Shanghai and other places to visit, I see the development environment of others, I think I have to move out of the enterprise. But when I return to Qingdao, I think about it. After all, it has been developing in Qingdao for so many years that I still can't bear to leave Qingdao." At the just concluded international fashion week in Qingdao, one China red is shining brilliantly. But behind its development, Zhang Yihua, general manager, told reporters.

Although ultimately did not move out of Qingdao, but Qingdao Yihong dress Co., Ltd. was also established in Beijing studio, "we mainly do is customize, in the past two years began mass production, mainly in Taobao mall sales." Zhang Yihua said.

　 Lack of talent in design and sales is a bottleneck.

Compared with Hangzhou and Shanghai, it is much higher than Qingdao in terms of labor cost or rental cost. Qingdao also has many textile enterprises and large garment markets. In such a case, why do local women's wear brands need to "escape"?

Talents, whether it is Rui and Fei Ma, ah Jing Na, Yihua Zheng Hong, or other women's clothing enterprises, is the biggest bottleneck for the development of local women's wear brands for outstanding design talents and sales personnel.

"Recruitment difficulties exist everywhere. Since 2009, the average wage of employees has increased by 13% to 15% every year. Now it has almost doubled compared with 2009, and wages have risen so high, but outstanding talents are not yet found." Hu Zhengchun's view is that good women's clothing brands focus on design and workmanship. In Qingdao, it is difficult to find good technicians and excellent designers.

According to Hu Zhengchun, there are many excellent design talents in Hangzhou and Shanghai, but because of the poor overall development environment of Qingdao women's clothing enterprises, these design talents have not been attracted. "When I recruit talents, I can say that they are OK in Qingdao, but when they say that factories are in Jimo, many do not want to come."

Maybe we also noticed the bottleneck of the shortage of design talents. In the past two years, Qingdao has been paying attention to the training of design talents. Every year, ten outstanding designers will be selected. But in the view of Zhang Yihua, who is a designer, compared with designers in Shanghai and Beijing, our designers still have many deficiencies in innovation and fashion.

In addition to the lack of excellent designers, sales personnel are also very scarce. In the women's clothing brand enterprises, with good design, there must be good sales ideas. In Qingdao, there are very few composite talents who really understand women's clothing. Even worse, "I don't know why, in Qingdao's shopping malls, Qingdao's local brands are not popular at all, but they will encounter resistance." Chen Xin, general manager of Qingdao ajna Clothing Co., Ltd., said that most of the women's garments produced by her company were sold to the shopping malls in Northeast China, but seldom sold in the local shopping malls.

"In the final analysis, the whole environment is the reason. At present, there are more than a dozen or even women's clothing brands based on mass production in Qingdao. Naturally, it is impossible to attract excellent designers and salesmen to Qingdao." Hu Zhengchun said.

　 It is urgent to cultivate women's clothing brand.

During the fashion week of 2002, the municipal government issued a "reward order" for the city's clothing enterprises to issue "who can win the famous Chinese women's wear brand or well-known trademark, and the city's annual reward is 8 million yuan". After that, it was proposed that anyone who could create a Chinese brand of women's clothing would reward 24 million yuan. Under the stimulation of these incentive policies, there were more than 10 local women's brands, such as Yi Zhou, Ma Ma Xiu Dan, Rui and Fei Ma, Hua Hua box, Yihua Zheng Hong, Yi Lin, Xi Jian and Qian Xi, and the influence of most brands was expanding constantly.

Seeing the results, but in the development of the industry, these women's clothing brand enterprises obviously feel inadequate. For this reward mechanism, they prefer to directly use money to build the overall development environment of women's clothing enterprises, such as forming a brand building team, specializing in the brand development of all local women's clothing brand enterprises, planning and building. Zhang Yihua said.

Money is important, but many women's clothing business owners value the overall environment. If there is a complete set of upstream and downstream facilities, talents and agents are available, there will be more local women's clothing brands.

"Now some women's clothing brand strength has quietly reached more than ten billion assets, I believe there will be more and more excellent local women's wear brands." Sun Chengwu, director of the Qingdao Municipal Commission of letters, said. Text / graph reporter Chang Xuguang

　 Not yet remembered, forgotten.

Living in Qingdao, a lot of things are worth showing off. People who drink Tsingtao Brewery, have Haier Hisense, eat red island clams and Wang Ge Zhuang big steamed bread, but have you ever thought about that? Maybe someone asked you that day, what brand are you wearing? Maybe this sentence can ask most of Qingdao people. Yes, look down, look, we wear good brands are "foreign brands", you do not need to manage real foreign goods or domestic OEM, most people know that these clothes are from the Zhejiang area, as for Qingdao local clothing, especially Qingdao women's clothing, we may not remember from the past, and the embarrassment is, has not been remembered, it has been forgotten.

If you say that there is no clothing brand in Qingdao, it is really wrong. Qingdao has, and there are many, why do we have no body, no shopping malls, and few places on the stalls? In fact, there are several reasons why we think about it. First, the threshold for shopping mall is too high; two, the local clothing brands are still relatively weak, and the popularity is not too high; three, there are not enough resources in the local area, whether it is talent or mechanism, there are always some difficulties. Companies are moving away from home. They are somewhat helpless.

We should not just blame others. Let's take a look at our brands, all kinds of fancy and tongue twister names. Many of them read as if they were foreign brands. Basically, they have buried their names among many brands. Who knows if this is the local product of Qingdao?

So, let's straighten out our position. Since we want to build the brand of Qingdao women's clothing, let's not make the names of those tongue twisters. Can we use the brand "Qingdao card" directly?

Although the specific difficulties still exist, we only hope that in the daily life of our people in Qingdao, we can add a piece of clothing: "Qingdao brand" and "famous brand".