Home >

Is It Possible To Rebuild From The Fame To The Lost Chinese Clothing?

2013/9/28 15:56:00 11

??? 日本語 Fran?ais English 中文

Han Style Clothing Clothing Industry Wuhan Garment Industry

Taihe, Ajie, red man, Ai Di, Hexiang, Yuan Tian...

Perhaps many people are no longer familiar with these brands, but in the 90s of last century, they were the typical representatives of Han faction < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a >.

by virtue of the geographical advantages of the thoroughfare of nine provinces, Wuhan garment industry has led a generation of Chinese fashion consumption in the 90s of last century.

"Building a fashion dam in Wuhan" was once the goal of Wuhan's clothing industry planning and construction.

"in the 90s of last century, the clothing enterprises in the north still did not have the consciousness and ability to go down south, and Shenzhen was just opening up, and there was no strong clothing cluster in the whole country.

With its geographical and commercial advantages, Wuhan has rapidly risen in the national garment industry. "

Wuhan a target= "_blank" href= "http://www.91se91.com/" > dress < /a > Fashion Federation President Mao Lihui told reporters that it is precisely with these advantages that Wuhan has "blocked" a lot of consumers and distributors who go east and south to buy clothes.

unfortunately, such brilliance has not lasted.

"from 2002 to 2003, Han style clothing gradually began to decline."

Wu Jianmin, chairman of the company, said that there are few brands of Han style clothing that consumers can tell, and many of Wuhan's clothing brands are gradually "mixed up" in the three or four tier cities and wholesale markets.

indeed, in the "golden ten years" of China's garment industry, Han style clothing is going farther and farther down the road of industry.

For many young consumers, many people do not even know what "Han style clothing" represents.

looking for "Han school" .

"P >" 13~15 years ago, many Wuhan department stores, represented by Wu Shang Group, set up the clothing department one after another, and they began to look for and guide local powerful clothing brands to enter the shopping mall.

Relying on the promotion of the department store industry, the garment industry in Wuhan is gradually approaching the glorious period of development.

Mao Lihui told reporters that the real concept of "Han style clothing" was Zhang Xiu Ying, deputy general manager of the former Wu Shang Group.

"P >" in 1991 and 1994, Wuhan held two seminars on the development of the local garment industry.

As the head of clothing category of Wu Shang Group, I also participated in these two seminars.

Zhang Xiuying said.

in Zhang Xiuying's view, in addition to the government's attention, the development of clothing industry in Wuhan actually had obvious advantages.

"The industrial base of Wuhan is very good. At that time, there were already more than 1500 local garment enterprises in Wuhan, and the clothing production capacity was very strong.

At the same time, Wuhan's clothing is clear in four seasons and compatible, so it is easy to develop.

Coupled with the geographical and commercial advantages of Wuhan, the garment industry soon prospered. "

actually, it is not easy for clothing enterprises to enter the market at the very beginning.

"At that time, in the view of many individual bosses, the sales of brands in Hanzheng Street and wholesale markets could fully meet the needs of operations, and there was no need to enter shopping malls again."

Zhang Xiuying told reporters that in view of this situation, in order to ensure the supply of shopping malls, they spent a lot of energy in Hanzheng Street to persuade their boss to enter the shopping mall and go to the direction of high-end clothing.

with more and more clothing brands entering into the market, the influence of Wuhan clothing has gradually been established in the national market.

The "Han style clothing" really came to fame in 1994.

"at that time, the Wu Shang Group organized more than 10 Wuhan clothing enterprises to take part in the China International Clothing and accessories fair under the banner of" Han style clothing "and organized the Han style clothing enterprises to enter Shanghai, Xi'an, Shenyang and Guangzhou to expand the market.

Mao Lihui told reporters.

after making the brand influence, in order to enhance the added value of products and take the middle and high-end line, shopping mall has also become the development choice of more and more Wuhan clothing enterprises.

Zhang Xiuying told reporters that 95% of the clothes sold by Wu Shang were local clothing brands in Wuhan.

In order to stimulate the original spirit and brand awareness of local brands, Wu Shang Group also launched the "four famous denier" selection activities. Taihe, China, Britain, Ya Qi and Longxiang have also become the typical representatives of Han style clothing in the whole country.

however, these efforts have not fundamentally changed the production and product format of Han style clothing. "Plagiarism" and "cheap price" have always been the "industry impression" that Han style clothing has not been able to get rid of.

the biggest feature of Han style clothing is that it is very marketable.

In the middle and late 90s, Wuhan relied on the advantageous geographical position, in fashion design, closely following the trend of Shenzhen and Hongkong.

Rely on copy, let the Han style clothing in the market thrive.

Wu Jianmin said.

for this, Li Qunbao, Secretary General of Wuhan clothing trade association also agrees.

"Fast fashion, popularity, good quality and low price" were the biggest features of Han style clothing at that time.

At that time in Hanzheng Street, in the morning, the clothes could be sold in the afternoon.

Li Qunbao told reporters what was popular at that time, and what the clothing enterprises in Wuhan did, the reaction speed of the enterprises was very fast.

{page_break}

.

however, blindly steering the market with the market will eventually bring hidden danger to the long-term development of Han style clothing.

"I think that the marketization of Han style clothing is their advantage, but it is even more inferior.

Blindly following the market trend, enterprises will eventually lose their core brand genes and culture and lose Hong Liuzhong in the market.

Wu Jianmin said.

after 2003, with the development of garment industry, the influence of Han style clothing gradually weakened.

But the discussion on the reasons for the failure of Han school has not stopped.

"Han school" lost voice .

the development of Han style clothing has its historical opportunity.

The glorious period of Han style clothing was in the 90s of last century, when the industrial structure was not perfect everywhere, and the garment industry in all parts of the country had not yet really developed, and Wuhan garment industry ushered in the boom of development with its earlier private enterprises and geographical commerce advantages.

Li Qunbao said, with the rapid development of industrial clusters, the advantages of Han style clothing are no longer obvious.

but in Mao Lihui's view, this is not the main reason for the failure of the Han school.

"many of the bosses of Han style clothing started from the stalls in Hanzheng Street. Compared with the educational background of the current owners of Shenzhen clothing enterprises, the quality of Wuhan's business owners is obviously not enough."

Mao Lihui said that the quality of business owners has a direct guiding role in the development of an enterprise, which is also an important reason for the development of Han style clothing in recent years.

Mao Lihui told reporters that many Chinese business owners lack the long-term plan for brand development. Many years of copying experience make them more likely to earn "quick money".

"Especially in recent years, with the development of manufacturing environment difficult, many business owners turn to invest in real estate and financial industries."

not enough attention has also become an important bottleneck for the development of Han style clothing, and this way of operation has also directly led to the impetuous atmosphere of Wuhan's clothing industry.

"many clothing entrepreneurs in Wuhan are not steadfast and impetuous.

In such an atmosphere of the industry, it is difficult to make good brands.

China's < a target= "_blank" href= "http://www.91se91.com/" > textile < /a > vice president of Industry Federation Zhang Li told reporters that in fact, Wuhan has a good industrial foundation, but many enterprises simply imitate plagiarism and are not enough focused on their industry.

This industrial environment has also led some enterprises to run away from Wuhan, such as the company moved to Shanghai.

at the same time, Mao Lihui believes that the support and guidance of Wuhan municipal government and trade associations to the development of Han style clothing are not enough.

"although the revival of Han style clothing has been mentioned for a long time, the government has also spent a lot of money on fashion week. But on the whole, there is still a lack of clear planning and strong policy support for the development of the garment industry. At the same time, the role of the Wuhan apparel industry association has not really played out."

Mao Lihui told reporters that many local governments are giving strong support to the clothing industry. For example, Fujian will award 100 thousand yuan every year for the industry's ten largest a target= "_blank" href= "http://www.91se91.com/" > designer "/a", while Wuhan has no corresponding policy.

"Maybe the government has put too much experience into commercial development, and there are even many remaining trends in Wuhan's commercial complex."

but in Wu Jianmin's view, the support of the government has a certain impact on the development of the industry, but the key to the development of an industry lies in its own control and adjustment of the external environment.

"Han style clothing enterprises generally have weak brand awareness. Many enterprises only seek to make explosive payments, which also leads to their lack of self brand culture.

In the early stage of the development of the garment industry, this mode is still feasible, but with the rise of the real estate industry cluster and the change of the market environment, the failure of the Han style clothing to pform in time is the root cause of its decline.

Wu Jianmin said.

is there any possibility of reconstruction of Han style clothing? {page_break}

.

can it be reconstructed?

in fact, Wuhan still has many industrial advantages in developing clothing.

Mao Lihui told reporters that Hubei, as a major cotton producing province in the country, is also rich in Ramie and so on. It has obvious advantages in textile and clothing resources. At the same time, Wuhan is also the commanding height of the market in central and southern China, with obvious commercial advantages, and Wuhan has a large number of colleges and universities with abundant talents.

but how to make good use of these advantages has become the first problem facing the garment industry in Wuhan.

"although Hubei is a major cotton producing province, local enterprises mainly produce cotton yarn and cotton cloth, and are still in the rough processing stage of raw materials.

At the same time, how to retain talents in Colleges and universities is also a problem that Wuhan has to face.

Mao Lihui said.

for this, Li Qunbao also deeply agreed: "although many universities in Wuhan, but ultimately choose to stay in Wuhan, less than 10% of the graduates."

but Li Qunbao is still confident about the future of Han style clothing.

He told reporters that although the quality of many Han style clothing founders is not enough, with the increasing number of "two generation" successors returned from abroad, Wuhan's clothing industry is not hopeful.

"to reinvigorate the Han style clothing, we must rely on these returnees.

At present, there are about 14 generations of the two generation who come back to take over. We call the two generation of entrepreneurs who come back from these studies "two generation".

Li Qunbao said.

but obviously, it is not very realistic to rely on the strength of the two generation to revive the Han style clothing. In Zhang Li's view, the role of the government is crucial to the future development of Wuhan's clothing industry.

"in recent years, although Wuhan has been advocating the revival of the clothing industry, the government has not made specific measures, and the departments responsible for the development of the clothing industry are also changing."

In this regard, Zhang Li believes that to revitalize the Han style clothing, the government should first put the garment industry into a pillar industry with key support, integrate industry resources, foster leading enterprises, and play the role of colleges and experts.

in September 17th, Wuhan held a symposium on "creating fashion industry and revitalizing Han style clothing", and put forward the idea that Han faction should do "100 billion industries".

But this did not make Mao Lihui clear about the future of Han faction. "I hope that the government will stop shouting slogans, but introduce some specific plans and measures to revitalize the Han style clothing."