Wenzhou Women's Clothing Increased Marketing Efforts To Seek International Cooperation

This year, Italy, South Korea and other places of senior design institutions, planning companies frequently come to Wen, looking for Wenzhou women's clothing brand cooperation, has been quiet for a period of time Wenzhou women's clothing has begun to resuspension charm, in the introduction of new products at the same time, continue to increase market promotion efforts, seek international cooperation, become the most active group of Wenzhou clothing industry this year. Then, how do they rise and where they will go? What is so beautiful about the five women's clothing brands that they once called "five golden flowers" in Wenzhou, Li Gu, Xue Ge, Yue Lei and WAN Dian? For this reason, our reporter visited a number of Wenzhou women's clothing enterprises to understand their current situation and jointly look forward to the future development.

Italy clothing The designer came to find Wenzhou women's clothing to promote new products.

The French women's clothing brand enterprise has come to look for the Wenzhou women's clothing to discuss the market cooperation;

South Korea's senior planning enterprise came to look for Wenzhou women's clothing to connect with...

This year, Wenzhou Women's wear "New golden flowers" bloom and bloom with fragrance. Dai Honghua, Secretary General of the women's clothing branch of Wenzhou clothing trade association, said that a number of new women's dress in Wenzhou, such as bagpipes and new schools, are catching up with the rest of the world.

　　 Market Grab:

Implementing terminal support policy to speed up terminal layout

"The mainstream market and shopping malls can hardly see the appearance of our women's clothing brand."

"Everywhere are women's clothing stores in Hangzhou and other places."

Since 2008, the market share has been seized, and the unprecedented sense of crisis has forced the transformation of a number of Wenzhou women's clothing brands. Bagpipes is one of the earliest representative brands to adjust terminal strategy and develop rapidly in recent two years.

In 2008, Wang Jianou, general manager of Zhejiang bagpipe dress limited company, first proposed terminal support policy to speed up terminal layout and help agents develop the market. For every newly opened shop, with the support of decoration, goods and personnel, the company's marketing team has doubled. Apart from the necessary backup support, it has been almost sent to the terminal. At that time, Wang Jianou heard the most sentence: "you are crazy. How long can an enterprise endure?

In the second year, the bagpipes grew from more than 200 to nearly 600, and sales increased rapidly. Wang Jianou, who was "bent on doing things", began to shake off his former colleagues and strode forward.

After that, bagpipes increased the intensity of terminal services, such as managing direct stores, giving general agent support, including inventory control, sales guidance, etc. And increase investment in design and research, engage Japanese design consultants to help brands to make strategic design plans, and independently participate in fabric research and development. Last year, the company began to recycle production, adjusting the original 80% products to 20%, so as to ensure the quick response of product quality and market.

Last weekend, Zhejiang bagpipe dress Co., Ltd. held a new spring product conference and ordering meeting in Wenzhou in 2014. More than 600 new and old agents gathered together, and the completion rate of the order meeting reached 110%. At present, bagpipes have more than 800 stores in the country, and more than 100 new stores are planned this year.

　　 Scramble for time:

Develop new products one quarter, compete for supplier resources.

To grab the market is only the first step. In recent years, the women's clothing brand, also known for its excellent performance, has changed its original way of waiting for customers to come to the market after 2010. At the same time, it is to increase the intensity of design and research, advance the design and compete with fashion for time.

For the first time, the "pride" brand was invited to watch a new product conference at the Wenzhou Grand Theater. This is a fashion feast in Wenzhou, which surprised the peers, designers and the media. Its performance in design and planning can be commendable in the industry.

"Since 2010, we have been fighting for time, and now we are finally taking over." New school in Wenzhou (proud degree) Clothes & Accessories Xie Suqiu, chairman of the limited company, is also the design director of the brand. She jokes that designers used to be very miserable, but they could not find inspiration in the summer, but now they can breathe a sigh of relief. Xie Suqiu said that at present, the company can develop new products one quarter ahead of its peers. It also provides a lot of convenience for brands to compete for suppliers' resources. For example, in the first half of this year, the H7N9 bird flu caused a rise in the down price, and the growth of duck's raw materials reached 100%, the highest historical price. The cost of many garment brand's down garments has to rise sharply, and the cost of the down clothing is not affected, because they ordered the goods early.

{page_break}

In fact, in recent years, many women's clothing enterprises in Wenzhou are constantly developing R & D ahead of time, and compete with fashion for many years. Many companies' new spring launches in 2014 have ended.

　　 Grab differences:

Personalized customization, dislocation management

At the light industry fashion exhibition held in Wenzhou in June this year, many observers at home and abroad recognized the "Wenzhou angel". A few years ago, I experienced many twists and turns of women's clothing brand. This year, I show them in front of my colleagues in a completely new way. Ye Jie, vice chairman, said that after the transformation, the European angel will better retain the loyal fans of the brand in a more in-depth way of VIP customer service, and will introduce more customized services. For example, a gold medal VIP customer can enjoy a designer's and print designer's tailor-made service for his clothing every year.

In Wenzhou, many brands have chosen misalignment after repeated setbacks and implemented differentiated operations.

Last month, Wenzhou St. Carol apparel Co., Ltd. opened 11 stores in Xiamen, Chengdu and Fuzhou. Its image shop in Renmin Road is also officially opened. In recent two years, in addition to opening stores, St. Carol is closing stores, shutting down many shops with poor performance and poor image. Every shop must be a quality store, and the main channel is from the past stores to large shopping malls and large shopping centers. Gao Wenhui, chairman of Saint Carol apparel, said that if we can not win from the market scale, we must make the difference, mismanage and occupy the market.

Zhejiang Gao Shi Jie Clothing Co., Ltd. is a leading women's wear enterprise in Ruian. On the way to create a brand, chairman Gao Quanjun paid a lot of tuition fees. It was not until 2006 that brand management began to grow on track and began to grow steadily in 2008. Today, he has more than 100 stores in the country, 80% of which enter shopping malls, and many stores can sell to the top three in the shopping malls.

After this attack, Wenzhou women's clothing "new golden flower" brilliance. And what is the "five golden flowers" of the Wenzhou women's dress that once was brilliant?