How To Wear Hangzhou Women'S Clothing In The Financial Crisis

In a financial crisis, the women's clothing enterprises and retail and wholesale markets in Hangzhou have encountered an unprecedented "cold stream".

However, this cold current brings different scenes to women's clothing enterprises, retail businesses and wholesale businesses in Hangzhou city. Some of them are "cold", some are hesitant, others are against the trend.

Enterprises: in the new round of shuffling expansion, under the financial crisis, the most people oriented Hangzhou city women's clothing business is "autumn people". It is laying out sales outlets in Hangzhou city at the speed beyond imagination. 37 stores were opened in one year this year, and the flagship store will be opened on Xinhua Road in January next year. It will echo the COCOON (keuni) flagship store with more than 1200 square meters of business on the stadium road, and the investment of each store is as high as 5 million.

Such a big investment, people can not help but ask: "why?"

"Because the time is up."

The director of art of autumn should be Cui Jian's answer.

"This financial turmoil is a great change for Hangzhou clothing enterprises, and it is also a test for the survival of enterprises."

Meng Ping, Secretary General of Hangzhou Hangzhou women's clothing trade association, said.

He believes that those enterprises with weak foundation, such as broken funds, inadequate preparation and insufficient risk resistance, will inevitably be re shuffled, and a thorough cleaning to become the funerary products of this crisis.

But for those who are prepared and strong, the crisis is an opportunity.

As the economy shrinks, the market share that has been carved up will show a vacuum.

Whoever has the strength to take the lead in the layout and win the vacuum will win the first opportunity in the next round of competition.

So the autumn people set up stores in a crazy way. They invested heavily in flagship stores. At the same time, they diversified and differentiated their brands with a four area. They positioned the mid, high-end, high-end "autumn water" people, "FIRSTVIEW" and "COCOON" respectively, and will launch fourth brands "FAIRY" in January next year, respectively, to occupy different consumer markets.

Akimizu Ito's plan is that there will be 20 more shops in Hangzhou next year, with the goal of "striving to become the first Chinese women's clothing listed company".

The prophet of warm spring duck.

It is not just the autumn family, including the "blue sentiment", "Jiangnan Bu Yi" and "Jie Shi", some of the Hangzhou women's clothing "helm" who think loudly: the new round of market opportunities is coming.

As a leader in Hangzhou women's clothing, Jiangnan Buyi also took advantage of this big shuffle to carry out resource integration, specialize in upgrading the brand, and extend its tentacles to overseas countries to seize the international market.

In 2005, the menswear brand "CROQUIS" was set up. At present, its two brands, "JNBY" and "CROQUIS", have opened their stores abroad.

Even in this year's general economic downturn, it is estimated that the annual sales of the two brands will increase by 10% to 15% year-on-year.

Ni Guochang, deputy general manager of Jiangnan Buyi company, told the author that at present, "JNBY" and "CROQUIS" have developed to 20 stores in Japan, Russia, Singapore, Canada, the Middle East and other countries and regions.

Next, stores in Thailand will open before Christmas this year, and French stores will be ready to open. Next year, they will target the United States.

It can be seen that the expansion of Hangzhou city women's wear business is going on step by step.

Retail sales: business mobility is greater, affecting market stability, "cold current", Hangzhou's women's clothing retail market is cutting the turnover bit by bit.

Speaking of Hangzhou's women's clothing retail market, blurting out is Longxiang.

There are cheap and fashionable women's clothing, which has always been a favorite place for women to visit.

Hu Jie often visited Longxiang shop, an old customer of several stores, but recently she was very upset: the shops that met each other suddenly changed people, and she was often caught in the air. Last week she bought an ordinary cotton padded jacket, which could be bought at 180 yuan, and now 210 yuan is enough.

A comparison shows that the price of clothes is much higher than before.

It is directly affected by the financial crisis.

This year's garment industry is depressed. Many garment enterprises are affected. The cost of purchasing goods has increased and profits have become thinner than before.

This has led many operators to close their stores or pfer them. "

Chief executive officer of Longxiang clothing city, director Xu explained, "now our clothing city is like a soldier in the camp.

The change of operating households is very fast, which has also affected the stability of the market to some extent.

In the Long Xiang clothing city, he turned around and found fewer customers. Some stores gathered in groups to play cards and chat.

"The market can't get a big promotion like a department store, discounts and stimulates consumption, and there are limited ways to deal with it."

Director Xu is very helpless.

According to the introduction, this year, the market has adjusted the opening and closing time in order to cater for the customers.

It's hot in the morning, from 9 in the morning to 9 in the evening. When it's cold, it's adjusted from 8 a.m. to 8 p. m.

"But it doesn't work much."

For next year, Xu said, "it will be a tough winter. Because of the market chain reaction, the most cold" will come in a vicious circle, and the situation will be even more severe.

In the interview, director Xu also revealed that the neighborhood is also a federation of trade unions and pearls in the retail market. The situation is almost the same as that of Longxiang.

Some floors of some markets were originally planned for men's wear or women's clothing. Due to difficulties in investment, everything is sold now and the market is rather chaotic.

Wholesale: foreign trade business is light and forced to sell domestically. Hangzhou is a wholesale place for women's clothing.

The Sijiqing clothing market and Hangzhou fashion city are crowded with people and vehicles coming and going on the Hang Hang Road every morning.

"Now people are a little less than before."

In the clothing market of Sijiqing, Xiao Tan, who sells exclusive foreign trade stores, told the author, "compared with the garments produced by some local enterprises, foreign trade clothing has certain price styles and advantages, and many young people like to buy tail goods."

But now, under the influence of the financial crisis, many export oriented garment enterprises have closed down, resulting in a reduction in the supply of foreign trade clothing. At the same time, because of the rising cost, the price of clothing has also risen, affecting sales, which makes retailers such as Xiao Tan, a foreign trade clothing business, begin to worry.

"The foreign trade business is not good enough. I am thinking about pferring to local products."

Xiao Tam next door shopkeepers are also doing business in foreign trade. She introduces that this year's autumn clothing is on sale, and the wholesale price is 10%-20% higher than in previous years.

"Now that the supply is tight, I have been buying before. The factory closed down a month ago, so I had to find another place to go. Because far away, the wholesale price rose and the freight rate was high. A garment could only add a few yuan on the basis of the price, and the profit was very thin.

Dare not add too much price, high prices, fewer customers, foreign trade business is more difficult.

She is also considering adjusting business projects.

"Comparatively speaking, the wholesale business of local clothing is still good."

Yang Jing: editor in charge