Clothing Hundred Years Old Shop For New Face Supply Upgrade New World

Recently, the director of Li Min Chinese clothing factory is very busy.

Last month, the Limin garment factory opened in Qingnian Road's No. 20 old shop. The facade was renovated and the space was expanded.

The golden signboard "Zhenxing" has been hung up again.

It was originally a dilapidated retail department, undertaking some materials processing, and now it has changed itself into an antique "Chinese costume museum".

This century old shop, which has long been out of sight for a long time, announces its return to the people of Hangzhou in this way.

Walking into the "revitalization" new store, a thick retro wind is coming: old style flower lattice windows, wooden spiral stairs, and ceiling hanging on the 30s cheongsam beauty photo. The graceful and graceful waitress, wearing a cheongsam Tingting slowly, shuttles between them, greeting guests, let a person return to the Republic of China.

On the first floor is an exquisite Museum: the embroidered palace dress is displayed in the window of the doorway. There are also women's cheongsam in the 30s of the last century, the old men's long gown, and the old objects such as paste bowls, scrapers, fire irons and so on.

The two floor is a small fitting room with various cheongsam for selection.

A customer is trying on a silk cheongsam.

On the 30% custom fee, this cheongsam sells for more than 5000 yuan.

A more expensive hand embroidered cheongsam in the store, plus a custom fee of 18 thousand yuan, is a high-end product.

I heard that the "revitalization" old shop was newly opened, and many new and old customers came here.

Although the price is not cheap, there are quite a lot of people who are consulting and ordering: some people want to make a Tang costume for their father to wear for sixty days, and some people want to customize a toasted wedding dress.

No exception is required, "important occasions should be decent, good quality."

It seems that in a moment, the trend of revival has been reincarnation again, and Chinese clothing has become the darling of people's hearts again.

The cheongsam show was popular in the party.

This has greatly stimulated the revival of the "revitalization" business.

In the face of the old and new times, the scene of the old clothing factory once again appeared again.

You know, in the 80s of last century, Li Min Chinese

It's a luxury that is very tall and doesn't lose LV at all.

The Hangzhou people of Lao Di have basically heard of the Limin garment factory.

At that time, only the Hangzhou people with better family conditions could buy a good outfit in the clothing factory, and the quota of the processed garments was all limited.

Even Chen Xiangmei and Ma Ji came to make clothes.

The unique skills of the teachers and masters -- the "revitalization of Chinese costume making techniques", which was selected as the national intangible cultural heritage in 2011, has been well received for over a hundred years.

"Dozens of processes such as setting, embedding, rolling, dashing, piling, nails, hooking, embroidering" make the clothes solid and exquisite. With the manual craft of the craftsman's temperature, no visible line can be seen on the clothes.

Nevertheless, after the planned economy and market economy, the business of the old clothing factory is getting worse and worse.

As a time-honored Chinese garment factory, it is suffering from the rise of private brands and the double-sided attack of western style clothing.

By the 90s of last century, the production line of hundreds of people in the Limin garment factory had only thirty or forty people left under the impact.

Relying on the dozen shops in the downtown area to make ends meet.

In the economic reform, a century old shop gradually abandoned most of its domestic market and turned to export; the factory also withdrew from the main urban area and moved to the five Fort community in the outskirts of the city as a whole.

stay

In the severe winter, the turnover of the Limin garment factory suddenly dropped to about 1/7 of the previous period.

Branding is the first step in package.

In February last year, as a little trial water, "Zhenxing" opened a small counter on the 4 floor of block C, Hangzhou Tower. Following this, the WeChat public number of "Hangzhou Limin Chinese clothing factory" was operating, and the "Chinese costume museum" also opened up.

Improving quality is the second step of the package.

In order to ensure the quality, the Limin garment factory has no longer accepted processing since December last year.

"Li Min" is still actively introducing new ideas.

The improved cheongsam, men's suit, vest cotton padded clothes, Chinese style clothing is more abundant, styles are also more suitable for fast-paced urban life; flower pattern, through modern printing technology to pursue modern aesthetics.

"Increasing variety, improving quality and creating brand", taking the initiative to attack, and facing the more detailed and high-end private customized market, is the strategic layout of Li Min garment factory in the new economic era.

Behind this change is the inevitable choice of director Bao Wenqi under the trend of the times, and also the firm step of 100 years old factory adapting to the changes.

"For clothing, people's

The fashion consumption that has been bought in the past few years has been gradually changing to pursue personalized consumption that is suitable for oneself and distinctive.

Personalized customization is promising.

At this stage, if we can not adapt to the needs of consumers, we will eventually be eliminated.

Bao Wenqi said.

To make high-end personalized private tailor made in Chinese clothing, liming garment factory has a natural advantage.

"Quality is the core of private customization, so it is not just any company that has capital to do well in private customization."

Bao Wen is confident that a hundred years of technology can stand the test of the market.

As a leader in the reform and opening up of the garment industry in the past, the "Li Min" was forced to fight for export in the last century when the garment industry overcapacity and collective decline in 90s. It has also been overplayed by the global financial crisis in 2008 and has not been able to boost sales volume due to its excessive dependence on the export market.

In order to assess the situation, Bao Wen put his vision back to China and saw the domestic market where consumption is escalating and domestic demand is gradually opening.

This gives him the determination: the old shop will inevitably open up one side of the world.

Accurate docking customers, in addition to a series of strategic layout, Bao Wen, the snail living under the "line" for more than half a century, the elderly, take the initiative to "on-line", learning from the Internet marketing mode.

"Now we publish information through the WeChat public platform to show you how to dress appropriately and communicate with the salon under the line.

Many customers know us through the Internet.

We also rely on word of mouth publicity, we have made clothes here, are very satisfied with the quality and design of the clothes.

Bao Wenqi said.

He has a little wish that "revitalization auspicious" this centenary brand can survive in the next hundred years: "we are not only to survive, but also to inherit the clothing culture as a national intangible cultural heritage."