Is The "Han Style Costume" That Has Failed To Recover?

When it comes to homemade fashion, Chinese consumers often realize the first thing that comes from coastal areas. Latest fashion Brand, before the local enterprises such as Shandong Ruyi buy overseas clothing drastically. brand After that, Ellassay and other fashion brands hit the fashion week. For a time, these industry leaders with strong development momentum and frequent strategic moves seem to have left their competitors far behind. However, in the commodity trading market, which is known as the "nine provinces and thoroughfare" in Wuhan, the other side of the local clothing brand, it seems that there is an attempt to make a comeback.

The reason for the comeback is that in the 90s of last century, as a key gateway to domestic spanportation, the prosperity of trade has created the city. Han school The prosperity of clothing, such as Hanzheng Street's large-scale clothing wholesale market, has been touted by retailers all over the country. "At that time, the top ten of women's clothing sold in the 100 million shopping malls were Han style clothing," Liu Shuren, President of Wuhan clothing trade association, said in an interview. However, after entering the millennium, the development of "Han style clothing" has entered a stagnant situation. At the same time, in the face of the strong landing of a large number of overseas brands and the suppression of the market of brand dealers in other parts of the country, the "Han style clothing", which was once popular, was caught unawares by competitors. Many local clothing brands began to drop off from the major shopping malls in Wuhan and even abdicated to the neighboring prefecture level cities and counties.

It is precisely because of such an unprecedented blow that the "Han style clothing" has been gradually forgotten by the market. Now when people once again hear the word "Han pie", they seem to have a sneer at the two words. The wholesale of counterfeit goods has become the pronoun of Hanzheng Street. After experiencing the reshuffle of the market, the surviving "Han style clothing" brand is trying to get rid of "Sinicization" or perplexing the high-end construction of the brand, so far there has not yet been a brand named "Han style clothing" that can be loud in the domestic market.

According to the world clothing shoes and hats net, looking at the reconstruction of Wuhan's garment industry in recent years, the "Han style clothing" that missed the excellent opportunity for brand building has begun to try to find an effective way out. In addition to the government's annual appropriation of 20 million for special funds to support and follow the Fashion Week held in major cities, the brand itself is also constantly upgrading to replace the original old infrastructure, introducing foreign high-end designers to join, or even the "overseas identity" of the icon list, but these practices still fail to fundamentally push consumers away from past prejudices. On the other hand, compared with other women's brands in the same period of development and in a difficult position, facing the Internet marketing mode such as social media and e-commerce, similar to the new and active trend of the brand new brands such as Hai Lan home, Taiping bird and Song Li Si in the new media field, "Han style clothing" appears more cautious and rarely heard.

Then, is the "Han style costume" that has failed to recover really really no more?

The answer is No. The fundamental reason for the decline of the "Han style clothing" is that it is not without development, but that competitors are developing too fast, and it is hard for them to do the same. In the early stage of spanformation of clothing brands in other regions, the marketing mode of "relative insurance" with celebrity endorsement is often adopted. Many brands began to spanform from many aspects to the present. They mainly emphasized the younger age of brand image, and from design to marketing, all of them firmly cling to the "millennial generation" market.

At the same time, the "Han style clothing" brand is biased towards high-end consumers, which seems to be trying to widen the gap from other strong clothing brands. However, this generally elevated practice has made consumers feel less aware, especially in the age when high and luxury brands seek universal liquidity.

As a flourishing garment industry in the past, the "Han style clothing" has the foundation to re compete for market opportunities, and for the moment, brand remolding is a crucial step. Even though many brands have been pouring gold on overseas backgrounds, this is exactly what consumers are questioning, which is more difficult for those who are about to grow up to high-end consumers. High end positioning does not mean that the whole market is copied. At the same time, overseas fame should not be regarded as the shell and shield of corporate propaganda. This will only aggravate the homogeneity of product types, and will also make the more intelligent consumers feel disgusted.

Another is the openness and tolerance of new media. When other brands introduce traffic on bombshell websites and social media, the brand of "Han style clothing" that has not attracted much attention should be widely distributed. Clothing is a product of great substitution. Those luxury brands that have accumulated many years of consumption have begun to strive for the upper reaches of society.

Colleagues, the "millennial generation" consumers are indeed ignored by the "Han style" brand. As the largest domestic university student (these landmark millennials), Wuhan has not yet had a large-scale brand targeting the group. This causes local young consumers to fail to see local brands, and local brands do not expect the vicious cycle of local youth consumption. So nowadays, the commercial centers in the major commercial areas still occupy foreign brands and other regional brands.

It is for these reasons that the loss of talent in Wuhan garment industry is even more severe. "80% of the clothing talents have chosen other industries, which is a great loss for themselves and the society," said Fu Jie, chairman of Wuhan Giovanni dress. The witness who has experienced the prosperity and decline of the "Han style clothing" has been struggling for several years in the clothing industry for ten years. In addition, excellent clothing graduates also choose to work in the coastal areas, so the "Han style clothing" industry is therefore lack of replacement of reserve talents.

The development of "Han style clothing" has been so quiet that it is not only the market but also the managers who miss the opportunity. Fortunately, the foundation of its original reservation is still in existence. On the one hand, the future development needs brand self innovation. On the other hand, it needs the intervention of the three parties of the government, enterprises and schools to re pursue the development mode that is more suitable for the market mechanism.

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