The Origin Of Quanzhou'S Development Of Women'S Clothes Is "Congenital Deficiency".

Last day of last month,

The famous women's clothing brand neighborhood girl formally signed the Quanzhou Development Zone as a key project.

This means that even if the research and development departments have moved to Guangdong, the girl next door will still leave her headquarters in her hometown, Quanzhou.

At the same time, Jinyuan women's clothing is ready to go out again, hoping to "Butterfly Dance" again on the stage of China International Fashion Week this month.

The reporter has just learned from gage (China) weaving and dyeing Garments Co., Ltd. that the company will announce the launch of the women's clothing brand "Hadley" on the Shanghai Accessories Expo 22 this month.

Quanzhou's sports and men's clothing have won the lead in the domestic clothing market for many years, Quanzhou.

Why is it so obscurity? Why are there so many women's clothes in the men's wear market and the weak sports market?

Quanzhou's development of women's clothing is "congenital deficiency"

Quanzhou's sports and men's clothing are the top in the domestic clothing market. There is no doubt that even Quanzhou children's wear is quite a few nowadays. Only Quanzhou women's clothes are almost forgotten in the corner.

Analysis of the reasons, whether R & D design or production supply chain, Quanzhou women's clothing is really not dominant, fashion women's clothing industry chain in Quanzhou has not been very complete.

As a gathering place for Fujian men's men's clothing, Quanzhou's men's wear industry chain is quite perfect, but for women's clothing enterprises in Quanzhou, the clothing industry chain here seems to be somewhat "eccentric", and they can't enjoy the benefits brought by the "perfect industrial chain".

It was famous for its professional women's pants, and now it is more important for men's wear.

Wirancis (China) clothing Limited company chairman Chen Liansheng used a word: hard to mention the way to bring women's clothes.

Where is the difficulty? It is difficult to purchase raw materials.

"Women's clothing is very sensitive to fashion elements, personalized requirements are high, and the requirements for raw materials and accessories are quite high.

In the local market, we often find no suitable materials such as popular fabrics, lace, buttons and so on.

Chen Liansheng said.

Local procurement can not be satisfied, so we have to go to the field to purchase, which not only increases the cost of procurement, but also greatly increases the time cost.

Women's wear is also a fast changing industry. Once there are delays, it will be difficult to keep up with the trend of the market.

Chen Liansheng said: "the industrial foundation and supporting industries are relatively weak, lacking the atmosphere of women's clothing cluster development, which naturally restricts the development of women's clothing in Quanzhou.

This problem has not been solved for many years. "

"At the same time, the production process of women's clothing is also different from men's clothing.

Women's clothing is too small for single pattern design, and they are all small bills. Therefore, it is impossible to realize standardized production of pipelines, most of them are whole production.

Lin Jinyong, general manager of Quanzhou, said that due to the development of men's clothing for many years, the production technology in Quanzhou is more suitable for the single production of men's clothing. It is very difficult to find a matching supplier who can produce women's clothing.

In addition, compared with male consumers who attach more importance to brand, female consumers pay more attention to styles. Therefore, R & D is the most important success factor for women's clothing.

However, compared with the fashion trend of Guangzhou and Shanghai, Quanzhou's R & D design is hard to compete with.

In addition to the factors of origin, in fact, women's clothing itself is also difficult to grow.

As a senior professional manager who has been engaged in men's wear for more than ten years and then turned into women's clothing, Mao Jinhua, general manager of Jinyuan, believes that female consumers are always looking forward to change, and their loyalty is low. This is a very important factor that restricts the development of women's clothing brand.

In Mao Jinhua's view, competition for men's clothing is often homogeneous and large-scale.

This kind of competition is suitable for the tough and resolute min faction boss. They dare to spend tens of millions of advertisements on CCTV, then quickly inviting and opening stores, and quickly do the big market.

However, such a way of operation is not suitable for women's clothing, women's loyalty is low, especially the more low-end brands do not recognize the brand.

Lin Jinyong also said that the age of women's clothing is very clear. Female consumers change their clothing brand with age faster than men.

This is also one of the reasons why women's clothing brands do not do well.

They do not have the advantage of producing areas, and the successful experience of men's wear can not be duplicated. It has become an important reason why the overall layout of women's wear in Quanzhou has been obscure.

Roots keep your tentacles out.

Although all aspects of the industry are facing "congenital deficiency" situation, Quanzhou women's clothing is rising quietly through the day after tomorrow.

In the men's wear and sports market's weak today, in such a soil, in Quanzhou's women's clothing such a generally not optimistic industry, but now active Jinyuan, next door girl, proud name and other brands.

Jinyuan has now become the leader of Quanzhou women's wear.

Whether it is the size of the already broken channel, or with the rising popularity of fashion week, whether it is a unique "golden butterfly wings business model", or

The mechanism of reaction has been accumulated for many years, and Jinyuan is now being accumulated.

In this regard, Mao Jinhua said that the development of Jin Yuan was not a short-lived outbreak, but rather because of its steady and pragmatic operation for many years.

"Compared to the sudden rise of men's clothing, women's clothing is more suitable for steady operation. Compared with men's advertisements, they are quick to inviting merchants, and women's clothing is more suitable for opening a shop and running a shop, relying on word of mouth management."

It was precisely because she did not ask for speed and did not have much burden on the stock. The women's clothing such as Jinyuan and so on showed a solid foundation in the cold winter.

In order to develop better, Jinyuan has moved the design and research center to Xiamen to make up for the short design of Quanzhou.

There are neighbourhood girls, proud names, and other retail chains, which have updated models, which are developing rapidly under the light asset mode.

The terminal of the neighbourhood girl has already broken through 500, forming a pattern with the three markets of Fujian, Guangdong, Jiangsu and Zhejiang as the core, and the network spread across many provinces. The number of proud channels doubled last year, and doubled again this year.

This time, leaving headquarters in Quanzhou is an important decision for girls next door.

Liao Wenwei, general manager of the neighbourhood girl, said that the Quanzhou development zone was another fruitful achievement of the "four or five plan" for the girl next door. "Quanzhou's development of women's clothing has a" congenital deficiency "in production, supply and R & D design. However, Quanzhou's private capital is active, the talent of the garment industry is gathered, and the industrial development atmosphere is strong.

In fact, it is very important for management personnel to have a strategic vision, a management idea and a management experience.

Short boards can seek to make up for them, but these advantages are hard to gather in other areas. "

Liao Wenwei said.

Liao Wenwei introduced that the neighborhood girl brand will put the commodity planning center in Guangdong, which is rich and mature in fashion information, process matching and commodity design capabilities. It will set up a buyer's designer team, combining OEM (external processing production) with ODM (external design and production) to combine goods, so as to avoid the short board of Quanzhou women's wear industry chain.

Similarly, the headquarters in Quanzhou, proud of the name chose to start from the regional market in Fujian.

"We put the sample project at our doorstep, and at home, it is easier for us to find good retail managers and direct managers."

Lin Jinyong said that after several years of deliberation, the pride and pride went out of the Fujian market last year and expanded rapidly.

It is the first time to seriously examine the industry of women's clothing in Quanzhou for four years.

Quanzhou's women's clothing is so thin that many people neglect its existence.

However, even if the external environment does not give preferential treatment to them, they still choose a different way.

This road is more spacious and bright today when men's wear and sports are already crowded.

In fact, in the eyes of many people in the industry, the sports industry has already touched the ceiling, and the men's wear plate is also very mature, and there is no chance of another sudden rise.

Women's clothing is not the same. The brand of women's clothing is scattered and the shuffle has not begun. This is infinite opportunities.

However, nowadays, different years ago, the way of operation that was applied several years ago is not necessarily suitable for today. Women's clothing is also different from sports and men's clothing. Whether it's business mode or channel or brand, women's clothing can not simply replicate the successful experience of men's wear.

In the next issue, the newspaper will explore the development of women's clothing from the perspective of innovative business models, multi series and multi brand women's wear.