Han Style Clothing Needs Great Creativity For Survival And Development

"The Han faction is still promising." On August 22, in an exclusive interview with reporters Han School Clothes & Accessories Liu Shuren is full of confidence.

43 year old Liu Shuren is from Wuhan clothing In 1993, at the age of 23, he started to set foot in the clothing industry, which has been 20 years.

　　“ Han style clothing It has grown up in the crack of the market. If you want to further expand, you need to have great creativity. You can't treat it as a traditional industry. "

Current situation

"Those who can afford to drive cannot afford to buy clothes ”

A few days ago, Ms. Zhang, who returned to Han from overseas, went to buy Chinese made women's clothes in shopping malls such as Wuguang and the Asian Trade Center. After shopping around several major stores, she was very impressed: why are there five or six brands of Han style clothes today, such as Hongren, Yuantian and Zoermei? Is the Han style clothing really as declining as the rumor says?

This is not the case, according to China Clothing industry According to a ranking of the top 60 women's clothing released by the Association earlier this year, Han style clothing accounted for nine seats: Maoren, Hongren, Yuantian, Taihe, Boweiya, Ziyan, Futian, Horong and Kangli.

"Nearly one sixth of the top 60 brands are Han style," said Li Qunbao, secretary-general of Wuhan Garment Chamber of Commerce, the highest proportion among all provinces and cities in China Han style clothing We are on the road of rejuvenation.

However, the road of rejuvenation is not smooth or even difficult.

"People who can afford to drive can't afford clothes." In recent years, the promotion and upgrading of Wuhan merchants year after year has become a strange circle in the development of Wuhan's department stores. After the promotion and upgrading, the prices of goods keep on "upgrading", which is why consumers feel that the Han style has declined, The data from the China Garment Industry Association shows that one of the main reasons for the revival of Hanpai is that, on the one hand, some shopping malls in Wuhan blindly pursue high-end and luxury brands; On the other hand, Han style clothing lacks benchmarking brands.

Although nine enterprises in Wuhan entered the top 60 women's wear enterprises in China in 2011, compared with the current data of more than 1600 garment manufacturers in Wuhan and more than 200 enterprises above designated size, this is a rarity.

"Hanpai can never follow the trend to become a luxury brand." Although Hanpai clothing is cold in Wuhan middle and high-end stores, in Liu Shuren's opinion, brands that follow the scale and the pursuit of public happiness index are the foundation of Hanpai's development, and "brands that can make people happy are fashion".

As the founder and leader of Yuantian Clothing, Liu Shuren has also been practicing happiness and fashion. "After 5-10 years, consumers will become more and more rational," he said through analysis

[Dilemma]

It is positioned as difficult to grow up in traditional processing industry

"Now many people in the society think that the clothing industry is a traditional industry, which is actually a lack of understanding of the clothing industry." Liu Shuren said that the understanding of the clothing industry can be divided into three aspects, one is the processing industry, that is, OEM; The second aspect is fashion, which needs to create its own fashion brand; The third aspect is luxury brands.

In these three aspects, except for the first one, which is the traditional processing and manufacturing industry, the other two need great creativity.

"The clothing industry itself is an industry integrating culture, fashion and creativity. It needs great creativity in both clothing design and brand promotion and marketing."

In fact, the Han style clothing needs to be gradually improved in the development of these three aspects. However, it is regrettable that the Han style clothing has been positioned above the traditional processing industry in the process of growth, and has not been included in the category of creative industries.

"The development of the industry needs to be cultivated." Referring to the development of the Han style clothing industry, he said that the Han style clothing developed from the beginning to the end in the market environment, which can be said to grow in the cracks of the market.

If it can be supported, guided and driven by the relevant government departments, it is believed that the transformation and upgrading of Han style clothing can reach a higher level and is expected to grow into another 100 billion yuan industry in Wuhan.

It is understood that at present, the output value of the Han style clothing industry alone exceeds 40 billion yuan spin 、 cloth It is only a matter of time before the output value of relevant supporting industries such as buttons can be turned into a hundred billion industry.

[Outlook]

The development of Han School needs industrial clusters

"Over the past 20 years, we have been in a shortage of production capacity." Liu Shuren said about the development and current situation of Yuantian, "We are not processing enterprises, we are manufacturers of women's fashion."

In fact, in recent years, Han style clothing leaders, including Yuantian and Hongren, have set up factories in other places in order to expand their production capacity. For example, Yuantian has set up a factory in Xianning, while Hongren has set up a factory in Xiaogan. One of the main purposes is to expand their own production capacity. But even so, Liu Shuren is still worried about the lack of production capacity: it is difficult to select good OEM brands locally.

"Processing services also need to create brands." He said that Wuhan's clothing industry is relatively weak in this area. He believes that there is no brand for OEM and OEM. "This is a big mistake. Agency industry can also have its own brand. For example, Foxconn, which everyone is familiar with, is actually the king of OEM. Can you deny that Foxconn is not a brand?" Liu Shuren asked.

"Some small and medium-sized enterprises in the Hanpai clothing industry can consider doing OEM brands." He said that the development of the Hanpai clothing industry needs division of labor and cooperation to make it bigger and stronger.

"To form a resource that can affect the national clothing industry, we also need to actively promote industrial clusters." He said, "We hold high the banner of Han style clothing, not to obliterate personality, but to publicize personality and jointly develop into a Han style industrial cluster."

In fact, Liu Shuren and other colleagues of Wuhan Garment Chamber of Commerce have gradually realized this idea.

In the second half of this year, Hanpai Shanghui Investment Co., Ltd., which was founded by 14 chairman units of Wuhan Garment Chamber of Commerce with a joint investment of 100 million yuan, has begun to operate. It intends to inject fresh water into "Hanpai Garment" through the power of capital.

The company has three main goals: to build a "city", which is to gather the main upstream and downstream enterprises of Han style clothing to form an industrial cluster; The second is to form a "one street", which mainly focuses on selling Han style clothing. We can use factory stores, experience stores, theme shopping malls and other ways to intensively display and sell Han style clothing as a window for the "external exhibition" of Han style clothing; The third is to form a "cloud", which refers to the development of e-commerce. That is to expand the influence of Han style clothing through online stores or online shopping malls.

"The industrial transfer of Han style clothing is very urgent. Hanzheng Street is moving out, and Han style clothing enterprises are also moving out." Liu Shuren said that it is imperative to make Han style clothing bigger and stronger, form industrial clusters, and turn the location advantage of Wuhan's nine provincial thoroughfares into economic advantage. It is understood that Wuhan Garment Chamber of Commerce has started to select the location of industrial clusters, and Hankou North, Xinzhou, Honghu, Hong'an and other places have been included in its scope of investigation.