Wuhan'S Clothing Industry Is In Trouble: What Does Han Style Clothing Lose?

In recent years,

Industry, at present, the impression is "atrophy" two words, the lack of brand names in the country, fewer and fewer seats in the mall......

From the wholesale Hanzheng Street era to the "Internet +" electricity supplier era, more than 20 years of ebb and flow, several generations of people struggling, what did the Han style clothing lose and what did they leave behind?

So far, there are more than 1600 clothing enterprises in Wuhan and about 400000 employees. Who will lead the huge industry? Where should Wuhan's clothing industry go?

Only facing the history and facing the reality can we have the future.

Glorious years: the best women's wear is in Wuhan.

If we put the clock back to 20 years, the Han style costume we saw is totally different.

In the early 90s of last century, small businesses in Hankou's big clip street, Yangzi street, Hanzheng Street and "front shop and back factory" mushroomed.

Relying on smooth trade and trading channels, the first batch of Han style clothing brands -- Taihe, Chinese and English, elegant, Yuan Tian, red men...

Grow up quickly.

Liu Shuren, who graduated from Jianghan University in 1990, embraced the desire to rush for gold. Three went to Shenzhen, set up a stall, worked for two years, worked in Hanzheng Street for further education, and set up Wuhan yuan Tian Garment Co., Ltd. in 1993.

Recalling the road of entrepreneurship, Liu Shuren was a little excited: "at that time, the two floor of Wuhan shopping malls.

It is the counter that we most want to grab. We rent the factories of state-owned enterprises, just like making bread.

When the sales volume exceeded 100 million yuan, the top ten of women's clothing sales were Han style clothing.

Liu Shuren likened Wu Shang to "Han style clothing incubator", "we are all growing up in it."

Indeed, the 1995-1997 year is the first development peak of Han style clothing, with more than 2000 garment enterprises.

What popular production and what good marketing business, enterprises and brands quickly adapt to market changes and vitality in competition.

"At that time, our products were in short supply, and foreign merchants scrambled to buy them, and then shipped them to all parts of the country for sale."

Liu Shuren was still proud of the situation.

As the president of Wuhan clothing trade association, he appraised that the Han style clothing during that period was a natural brand, but "we just didn't realize it."

Confused time: "going to Wuhan" of Han style clothing

Up to the beginning of this century,

It can still be equal to Shanghai, Guangdong and Zhejiang.

Many garment enterprises are proud of their "Han style clothing". They have strong Wuhan imprints: Women's clothing is the main form, casual or professional clothing is steady and generous, well-dressed, high, medium and low-grade, all kinds of styles are complete.

In China's Clothing Industry Association selected 60 of the National Women's clothing, Wuhan accounted for 9 seats.

Gradually, the Han style clothing has also lost its status on its own site.

5 years ago, Han style clothing, which has a history of more than 30 years, first encountered a strong impact from the local market. Because its sales performance was no match for foreign brands, it was difficult to complete the sales target of 3 million yuan in 1 years, and about 10 brands were retreated by Wuhan square.

Under the constant extrusion of a large number of international and domestic brands, the share of Han style clothing in the local market has dropped rapidly, with annual sales of only 5%, and more sold to the surrounding areas of Wuhan and the three or four tier cities nationwide.

Worse still, when it comes to Han style clothing, many people first think of the lack of originality, plagiarism and market disorder.

Han style clothing seems to be no longer a halo, but an embarrassing historical burden.

As a result, some of the famous Han products began to try to "go to Wuhan".

They are "incognito", changing names and changing places of registration.

Can "go to Wuhan" really solve the problem of Han style clothing? The experience of the red man is very representative.

In the late 90s of the last century, the red man plated his "Reed man" as his new name, trying to restructure the market. Redman

"During the rename period, the market performance is mediocre, and the foreign name has blurred its own characteristics, making it even more difficult to market positioning."

Tang Guanyi, chairman of the red dress, recalled that during the two years of renaming, the red man became busy but confused, so he was jokingly called "tired and slow" by the industry.

"No clear market positioning, product quality can not keep up with, then foreign names can not get consumers' favor."

To learn from the pain, the red man groped for his own position. Now the brand has developed well and has been awarded the "well-known trademark in China".

The cat and Giovanni clothing directors also said that although they agreed with the clothing companies to change their places of registration, or set up branches in other places, they could not solve the problem of survival and development of Han style clothing.

"Most of the Han style clothing industry still stays in the initial development mode when the industry competition focus shifted from the initial low-end wholesale to the brand competition, thus missed the development opportunity.

The major brands are more in plagiarism design, resulting in brand image damage.

Zhao Jun, President of the Wuhan Fashion Designers Association, believes that the most important thing is to strengthen the originality of brand design. We must sacrifice a lot of money to hire famous fashion designers to help companies do research and development. Secondly, we should strengthen brand promotion. "You list all the famous stars in the Chinese world, and you will find that almost all of them have endorsed the costumes of coastal areas."