Hangzhou Women's Clothing Accelerated Transformation Under The Attack Of Electricity Supplier And Fast Fashion.

Eat a big meal at the organic rice field, watch the band performance in the refreshing organic tea garden, and pick yourself a favorite dress on the side of the experience shop. You are not mistaken. In order to sell clothes to customers' hearts, a clothing company in Hangzhou spared no expense to pack up 3000 mu of organic farm, integrating the style of clothing brand with the style of holiday village, allowing customers to experience consumption. Metersbonwe closed more than 200 stores last year, and Baleno closed its stores to 10%. Against the backdrop of the downturn in the apparel industry, the impact of the electricity supplier and the massive "invasion" of international fast fashion brands have made Hangzhou women's clothing have to start saving themselves.

　　 3000 acres of organic farm

After eating and drinking, they sold the clothes by the way.

In the Yiyuan organic farm, Deqing, there will be a "feast" regularly. The so-called "Banquet" is at the edge of the rice field, sitting around a square table for a big meal. The organic farm, which is operated by Zhejiang Hamming holding company and an organic company in Japan, covers an area of more than 3000 mu. Not only can you eat all kinds of organic dishes, but also enjoy the outdoor leisure life with tone. In the future, you can enjoy bar band performances, residential accommodation hotels, and casual wear and men's wear.

For Hamming holdings, the most well-known brand of women's clothing is "ancient wood and sunset sheep". Chen Yiming, general manager of Zhejiang Hamming Industrial Co., Ltd., a Hai Ming holding company, said that after the "ancient wood and sunset", these years, Hai Ming holdings launched different themes of clothing. The main theme of "ancient wooden sunset sheep" is the urban life of literary and artistic keynote, which is suitable for work day dressing. The "flying bird and new wine AVVN" launched in 2012 is the theme of relaxation and holiday. Last year's launch of the innovative men's clothing brand "sensu" is a combination of urban relaxation and vacation.

Chen Yiming said that in order to better convey the concept of clothing to customers and sell clothes to customers' hearts, the future clothing brands will have more grafting with the organic farms of Deqing. "We have been planning to set up a clothing experience shop on an organic farm, and after that, we can visit our favorite clothing store. In the future, VIP customers will be invited regularly to the organic farm for free experience.

Although the whole garment industry is not booming, but with the concept of leisure and vacation, "Hangzhou and the new wine AVVN", the women's clothing brand with less than 2 years' debut has occupied most of the core shopping malls in China.

　　 Shop and Fast fashion Attack by attack

Most women's clothes in Hangzhou are not good.

Behind the transformation of Hamming holdings, the whole garment industry is not booming.

The head of a women's clothing enterprise in Hangzhou said that the garment industry has not been easy in recent years. Especially with ZARA, HM, GAP, UNIQLO and other international fast fashion brands rapidly entering the country, and under the impact of the electricity supplier, the Hangzhou women's clothing, which was originally dominated by brand franchising, is more difficult. "Previous women's clothing enterprises' inventory pressure is mainly on franchisees, but in recent years the rent has become more and more expensive, the inventory pressure is serious, many terminal franchisees have suffered losses, reduced the order quantity, and some have withdrawn directly."

One of the most obvious examples of the downturn in the domestic apparel industry is the fashionable brand of casual fashion, such as Baleno, Semir, YISHION and other leisure clothing brands, which have been highly sought after by the 80's, and have been pushed to the edge of the market. According to the earnings report of Baleno's parent company, we have closed 388 stores in the mainland of China by the end of March this year, accounting for 10% of the total number of stores.

After several quarters of declining sales, Giordano has also continued to decline this year. According to its first quarter earnings report, the overall sales fell 9%, closing 75 stores in the first quarter, of which 54 in the mainland market.

In recent years Stock Metersbonwe, which affected the pressure, closed more than 200 stores last year.

　　 It's better to sell women's clothes than to sell them.

One item is sold to different customers.

Ensure 18 details are different.

"The transformation of women's clothing enterprises in Hangzhou in recent years is very obvious." Zhang Yi, Secretary General of Hangzhou Hangzhou women's wear trade association, said that in addition to developing brands and redesigns like Hamming holdings, enterprises also outsource production or reintegrate the franchise system.

Through the initiatives of independent design and research and development, Hangzhou women's clothing enterprises have been accelerating to extend to the two sides of the "smile curve" to seek high value-added links in the industrial chain. In economics, there is a famous "smile curve" theory, that is, in the manufacturing industry chain, the intermediate manufacturing links have the lowest added value, and the high value-added links are more reflected in the design and brand marketing and service at both ends.

In the past two years, the cooperation between the South and the international designers has become more frequent. Last year, Jiangnan Buyi men's clothing brand "sketch" for the first time jointly launched the Swiss famous cowboy brand KOHZO limited series. Designer ShauketIma, born in Swiss textile family, has been designing jeans for more than thirty years. In the same year, Tillmann, a well-known German designer, launched a series of high-end clothing.

In addition to turning the core to the design, the year before last, Jiangnan Buyi also joined the famous singer Dou Wei in the cross border area. Dou Wei made a background music for the Jiangnan cloth summer spring and summer chapter.

There is also a women's clothing manufacturer to cut down their upstream and downstream businesses and concentrate on selling designs only. Zhang Yi said that the women's clothing business was originally a production of wool coat, and the traditional women's clothing enterprises, from production, design to retail, wholesale, each link is personally pro. But 3 years ago, the company began to transform into a design company specializing in developing different bursts of money for garment enterprises.

"In order to ensure that the style is not plagiarized, the enterprise applies for the appearance patent for every newly developed item, and signs an agreement on intellectual property protection with the cooperative garment enterprise. The biggest highlight of the agreement is that the same style, if other companies want to buy, at least guarantee that 18 details are different. Zhang Yi said, "women's clothing competition has become more and more intense in recent years, and the whole industry chain as before has been very tired from management. If you only do a professional link, management and cost control are much simpler. "