The Successful Course Of Wenzhou Women'S Wear

First step out in Shenzhen

15 enterprises, more than 140 booths, with a total investment of about 5000000 yuan.

In July 2007, 15 women's clothing enterprises of the Wenzhou clothing trade association went to Shenzhen to participate in the China (Shenzhen) international brand clothing and apparel fair and jointly issued "

The debut.

Wenzhou has always been low-key.

For enterprises, this "big deal" is their determination to take the "joint" road.

"The strength of women's clothing in Wenzhou is not lacking in popularity in China. There are more than 400 women's clothing enterprises in Wenzhou and more than 100 self created brands. At present, there are women's clothing development areas in Shenzhen, Hangzhou, Shanghai, Wuhan and Wenzhou.

Although we have obvious advantages, it is undeniable that the gap between Wenzhou women's wear and Shenzhen and Hangzhou women's wear is still very large.

If we continue our previous solo, the regional effect of Wenzhou women's clothing will not be fully reflected. "

Chen Mili, President of Wenzhou women's wear branch, explains this.

"It's time to act."

In May 2006, Chen Mili became president of the Wenzhou women's wear branch and played a regional role in her work agenda.

Graceful turn Trilogy

Turn around one: combing terminal

For a time, Chen Mili went to the more than 20 parts of the country to investigate the market. He decided to sort out the existing agents, replacing the idea that he could not stay in the wholesale market.

Although Chen Mili admits that this is a very painful process, many women's clothing enterprises in Wenzhou also ask for "pain" just like snow songs. The terminal has arrived at the stage that has to be sorted out.

"Before 1999, the agents of Wenzhou women's clothing wanted to join. They had to queue up to take the goods like a looting."

Many women's clothing owners in Wenzhou remember the beginning of their brand development, and their market expanded rapidly by agents.

Some agents, even in order to get a brand, are willing to wait several seasons.

There is an agent in snow song. After taking the goods, he sold it well in the local area, and called all his relatives. Then he opened five or six stores.

There are many brands that have more than 20 stores in one place.

Nowadays, a large number of agents have been divorced from the brand management concept. Many brand ideas can not be promoted at the terminal, which has become one of the bottlenecks restricting the development of enterprises.

Since last year, many enterprises have abandoned the direct form of general agency, searched for new agents or opened their own stores, and invested a lot of money in the construction of terminal image and professional training of guide buyers.

Some women's wear brands, which always exist in the way of general agency and wholesale, have begun to bid farewell to past marketing methods and formally run their own brands.

They said that although the total agency revenue is fast, but as consumers demand for brands, it is imperative to do their own brands as consumers demand for services other than products.

F/DO, VLG...

Since last year, a number of new women's clothing brands have met with consumers.

These new brands, launched by Wenzhou women's clothing enterprises, are quite different from the original brand positioning of Wenzhou women's clothing, no matter from design, positioning or terminal image, it is refreshing.

Some women's clothing business executives think that the original brand needs to be upgraded and upgraded, so it is more difficult to launch new brands, so that the original market can not be lost and new markets can be opened up.

A new brand responsible person said that the introduction of new brands is not only to achieve sales, the most important thing is through such a process, to give some of their learning experience and inspiration, absorbing the concept of international brands.

According to the women's wear branch, more and more women's clothing enterprises are going to launch new brands, and launch them with new brands or acting as an international brand.

In fact, this is also one of the ways that many shoe and clothing brands expand their market.

Last year, these brands made gratifying sales results in several exclusive stores (or counters) in the urban area.

Turn three: Union

Small to joint training and learning, to the joint development of the market, brand enterprises closely integrated, Wenzhou women's wear began to drill team strength.

It is reported that a number of women's clothing enterprises in Wenzhou have spontaneously called for the integration of enterprise resources, mergers and acquisitions, and close cooperation.

These enterprises executives said that only strong combination can be bigger and stronger, so that they can be competitive.

Last year, five or six women's clothing brands entered Hangzhou at Wenzhou's Wulin Road. Wenzhou women's wear began to jointly develop the market and build terminals.

At present, Wenzhou women's wear is going to jointly develop women's wear street in Wenzhou, and share resources in shopping malls and specialized markets, so as to maximize the utilization of resources.

The women's wear Division has a "high-end training self-help club", initiated by some of the presidents of the sub committee and set up a "high-end training fund" to integrate resources.

Carry out design, marketing, management of high-end training, expert guidance, study and other matters.

Don't be a frog in a well.

"Although women's wear in Wenzhou is selling well, there are also some drawbacks.

Because the market for women's wear in Wenzhou is mainly in the south, and many women's clothing in Wenzhou is not very recognized in many markets.

From the current development trend of women's clothing, the internationalization style is a major trend. If Wenzhou women's dress is not changed, they will be eliminated by the trend any time.

This is the view of many women who care about Wenzhou women's clothing. The rapid rise of women's clothing in other parts of the country stimulates Wenzhou women's clothing.

Wenzhou women's clothing enterprises said that Wenzhou women's clothing should go out of the small area to look at women's clothing, relax their vision, and grow up in learning and competition.

Last year, Wenzhou women's clothing went to Shenzhen, Hangzhou and other places to participate in the exhibition. They also established contacts with local women's clothing enterprises. They often led member enterprises to visit and inspect the local enterprises and establish friendly relations with their brothers' urban clothing brands.

Going out to participate in the exhibition is not only displaying the new image, but also learning from brothers and provinces and cities, so as to give more impetus to their progress.

In terms of qualifications, Wenzhou dresses may be much more experienced than Shenzhen and Hangzhou dresses.

Since the 80s of last century, Wenzhou, a coastal city, has felt the wind of Chinese and Hong Kong and Taiwan.

Wenzhou people rely on their keen sense of business and the assurance of their opportunities. A large number of clothing and family workshops have sprung up.

In the 90s of last century, "order dress" gradually emerged and became popular for a while.

"Order dress" has become the starting point of many women's business owners today. Snow songs, Dinel, Wan Dian, bagpipes, bubuy, floating bud, new school, Jin Shi Dan, soma, snow Fred, Wan Sha, Saint Carol, Jia Yang, Mai Jiao nu...

A large number of excellent enterprises stand out.

Since then, women's clothing in Wenzhou has gradually stepped onto the road of brand development from small workshops, and has gradually penetrated into every corner of the country.

A number of women's clothing brands, such as snow songs, stand out and occupy half of the women's clothing in the south of the Yangtze River.

"We want to take this opportunity to let others know Wenzhou women's clothes again.

Although Wenzhou once led the trend of domestic clothing, but now Fujian, Jiangsu, Guangdong and other places vigorously cultivate and attach importance to brand development, Hangzhou has even issued some opinions on creating "women's clothing capital". Compared with that, the influence of Wenzhou clothing including women's clothing has been weakened.

However, we believe that it is not a problem to step up the ladder with the conditions of Wenzhou women's clothing.

After knowing who we are, several women in Wenzhou women's clothing business are still confident about the future of women's clothing industry.

"I hope that in the next few years, we can make a" Wenzhou women's wear show "in Paris, which is at the forefront of the world's clothing industry. We can walk out of 5 domestic first-class women's clothing brands.

This is the beautiful dream of Wenzhou women's clothing and their firm dream.

But they know that all these require joint strength.

"No matter in the name of the team, to go out on the outside or to make a breakthrough in our own way, we have only one goal. That is to start the brand of Wenzhou women's clothing in the whole country and even around the world.

Once the regional brand has been promoted and the market is more firmly recognized, it will play a role in boosting the development of enterprises, which is much better than that of enterprises alone.

Wenzhou women's clothing industry believes that only joint can achieve dreams.