Hangzhou women's brand: more than culture, lack of tension

Zhejiang is a strong province of China's clothing, Zhejiang's apparel brand in the country's impact is obvious to all. Now Zhejiang garment has formed four famous sections, namely, Shanshan, Younger as the representative of the Ningbo section, the good news bird, Zhuang Ji, Bang Wei as the representative of Wenzhou section, Busen, Prince Edward dragon represented as the Zhuji plate And to the autumn Iraqi people, red sleeves, a romantic, such as the representative of Hangzhou women's section. Hangzhou, as a gathering place for large-scale women's garment industry in China, attracts more and more attention. Its status in the market has gradually become comparable to that of Shenzhen Women's Wear. In order to promote the development of the women's wear industry and create a regional pillar industry, the Hangzhou government even fired up the slogan of "Chinese Women Looked at Hangzhou" and set up a government organization such as the leading group for the development of women's wear in Hangzhou. Although the growing size of Hangzhou women's wear industry, but Hangzhou women's wear enterprises have to face such an embarrassing fact: lack of big brands, the lack of name in the country are reputable brand name; and in the major shopping malls in the country the top ten sales data Name brand, almost do not see the shadow of Hangzhou women's brand. Hangzhou women's brand gives a very clear feeling: more than culture, lack of tension. Why is there such a situation? We can analyze from the following aspects: Industrial base Hangzhou women's clothing industry is not based on deep, relatively rapid development is only a matter of recent years, far less than Shenzhen, Shanghai and other places have many years of industry accumulation basis. Without deep foundation and inherent nature can not form the accumulation of funds, technical experience. So, really can only say that Hangzhou women's clothing is too young. The main advantages of Hangzhou garment industry in the processing of silk and foreign trade, Hangzhou, the largest of several textile companies such as everything is good, hi Treasure, Kai hi Ya and so are the main silk, and the other giants such as Huili, Huading, Daly, etc. are based on the export processing. And these several large silk enterprises together with several export giants, the annual output value almost occupy half of the entire Hangzhou women's industry. Domestic companies do most of the time is not yet very long, the strength is relatively limited. In today's competitive situation in the women's clothing industry, there is no solid strength, often difficult to have enough strength to develop. Regional and cultural familiar Hangzhou people know that this is a typical leisure travel city, the pace of life is relatively slow, the streets are always visible idle people, contrast Shanghai, Guangzhou and other places crowd hurried completely is another Fan situation. Hangzhou-style restaurant is always full of customers, many Hangzhou people in the teahouse bubble is a whole day. At the same time, Hangzhou is a cultural city with a long history. With beautiful scenery and graceful Jiangnan, it is no wonder that emperors of all ages praised both literary men and women in Hangzhou. A strong geographical, cultural color of the women's business in Hangzhou is bound to be infected. Obviously, Hangzhou women's grasp of the rhythm of the market trend obviously lagging behind. The performance in the brand promotion, you have a more rich cultural flavor. Just from the brand name point of view, a lot of Hangzhou women's brand is already full of cultural flavor, such as the red sleeves, autumn Iraqi people, the ancient eve of the sun, blue Qingqing and so on. However, in general, many brand names are not enough atmosphere, do not have the style of big brands, always a little jasper taste, brand development to a certain time, the brand name has become a bottleneck that needs to be broken. Although the Hangzhou women's brand focus on highlighting the cultural colors, but not refined clothing culture, the style of the more similar between the brands. Design Style Hangzhou mainstream women's designers are many from Zhejiang Institute of Engineering and the Chinese Academy of Fine Arts graduates, most of them soon after graduation to start their own business, not after the brutal market baptism, products and markets Combination often does not seem close enough, or capture the trend of the market not timely enough. This point, there is still a gap from the Shenzhen Women, Shenzhen, adjacent to Hong Kong, many foreign fashion elements, often the first time in Shenzhen womens show. Go to Hangzhou's largest clothing wholesale market Sijiqing apparel market turnaround, you will encounter a very strange phenomenon, many shop salespeople recommend products to you will say, "This product is made in Guangdong, this dress is Guangdong to the layout, etc. Etc., "implying that the quality of clothes made in Guangdong, style is still better than the women's clothing produced in Hangzhou, many times, Hangzhou women's clothing is still imitating the style of Guangdong clothing. Marketing Promotion in brand marketing, it seems that is not the strength of women in Hangzhou, the large and small film and television stars in Ningbo, Wenzhou apparel business, Hangzhou women are still almost do not see the faces of celebrities, television and print ads It is difficult to see the figure of Hangzhou women's brand. Not to say that the brand must be invited to the stars, but please at least the stars can explain the brand awareness and strength of enterprises. Hangzhou women's environment and the environment has led to many high-level talent in the apparel industry did not show the feeling of emotion, so there is no time to many outstanding marketing staff to join the Hangzhou Women's lineup. Hangzhou Wulin Road is the famous women's clothing street, but also a lot of Hangzhou women's clothing brand window, but many brand image shop gives the impression of not enough style, really give a sense of Xiaojiabiyu. Overall, the concept of marketing, Hangzhou brand is indeed some lag. These realistic factors are restricting the further development of the women's garment industry in Hangzhou. Hangzhou, as the capital of Zhejiang Province, has a good environment for the development of the garment industry. The success of the apparel brands in Ningbo and Wenzhou also has much experience for reference. If the women's enterprises in Hangzhou can correctly recognize their own deficiencies and continuous improvement, coupled with the government's strong support, in time, Hangzhou women's dress should be able to make some great weather.