Sijiqing: Aiming At "Women's World" To Activate The Market

If you have ever been to the clothing market in Sijiqing, Hangzhou, you will be amazed at the endless stream of crowds and dazzling costumes. It is also hard to believe that it was once a comprehensive market facing bankruptcy.

From the cold days of the past to today's prosperity, Zhu Haoquan, chairman of Hangzhou Sijiqing clothing group, has been struggling for nearly 20 years. He firmly believes in the idea of starting a market and prospering a market, and must not follow others' footsteps. We must go on a different way of operation, otherwise the market will be difficult.

From "comprehensive" to "professional"

A few days after the opening of the Sijiqing comprehensive market, a large number of merchants demanded to return the stalls.

Changing the comprehensive market to the clothing market is not a good idea for Hao Quan.

Just when Sijiqing's comprehensive market was open, a Wenzhou guest wanted to rent some of the market stalls to make costumes on preferential terms. Cooperation was not discussed, but the idea of Wenzhou guests touched Zhu Hao Chun.

So he visited the manager of the Wenzhou local industrial supply and marketing company in Hangzhou, and found the head of the industry and Commerce Bureau and the Inland Revenue Department. After receiving the preferential tax policies such as "tax and tax contract", "letting water raise fish and cultivating tax sources", he inspected the textile specialized market in Wenzhou, Yiwu, Shaoxing and other places, and learned a lot of experience.

At the end of 1989, there were 45 booths in the two garment market in Sijiqing.

In order to raise popularity quickly, we wish you to set the farmers' market on the both sides of the clothing market.

He said: "this is called cross mode, mutual interference, interaction."

Indeed, "347 tricycles, more than 3000 bicycles stopped at the entrance of the market, and the popularity was finally driven up."

When the clothing market was developing rapidly with the advantage of the peasant market, Zhu Hao Chun moved the farmers' market to a nearby neighborhood.

From 1992 to 1993, the two and three phase of the Sijiqing apparel market, which had been completed by Zhu Hao Quan, was completed. Its business area expanded from the original 7000 square meters to 50 thousand square meters, and the stalls were increased from 45 to more than 2000, operating 5000 kinds of garments, becoming the largest professional clothing market in East China and becoming the "top 100 market in the country".

Professional subdivision

Every morning, hundreds of thousands of people are busy in Sijiqing's clothing market.

Cai Qi, mayor of Hangzhou, pointed out the direction of development for the Sijiqing clothing market with 8 words "based on local and external radiation".

Group general manager Zhu Huiliang said: the eastern city of Hangzhou has a good foundation for garment industry. The flourishing development of Hangzhou Sijiqing clothing market has created a good business atmosphere for the Hangzhou apparel industry, plus the unique geographical location. All these enable the four seasons Qingdao market to have the conditions to undertake the heavy responsibilities of the garment industry at the beginning, and it is expected to create the largest clothing trading center in the country.

To this end, they set their sights on the convenient traffic area of Kowloon fort, where they built a Sijiqing garment trading center with a gross floor area of 120 thousand square meters and a total investment of 600 million yuan.

According to Zhu Haoquan, the new market and the old market to be built are a market segmentation and interdependence relationship.

The old market is located in the urban area. In the future, the market will be dominated by windows and orders, and the middle and high grade and fine quality routes will be adopted. The new market will mainly focus on the management of low and medium clothing, and make the fashions popular. Meanwhile, while strengthening the external radiation and constantly improving various functions of the modern market, the new and old market will form a dislocation operation.

"The new market is a modern garment trading center based on garment wholesale, mainly based on garment trading and accessories trading, and integrates e-commerce and clothing display functions."

There were two major events in the women's clothing industry in Hangzhou last year. First, the Hangzhou municipal government put forward the development concept of "promoting the silk house and building a women's clothing capital". The second one is the "Chinese women's clothing center", which has fallen to Hangzhou.

An important part of new Sijiqing, the fashionable women's wear Plaza is born under such policy advantages and environmental advantages. As the only wholesale clothing market of women's theme in Hangzhou, it will promote the development of Hangzhou women's clothing market.

"The world of women, the world of women's clothing" is the positioning of Zhong Jianwen, the chairman of fashion ladies' Plaza.

Revitalize a market requires not only a clear market positioning, but also an excellent business philosophy.

Zhong Jianwen wants to create the brand image of fashionable women's wear Plaza in three aspects: "fine, thin and dedicated".

Fine, that is, select operators.

The "big" business is mainly aimed at local merchants who conduct brand agents in Hangzhou or engage in wholesale clothing business.

Zhong Jianwen believes that only those who have a certain foundation in the clothing market of Hangzhou can rapidly promote the development of new markets, and the low mobility of local businesses will also help maintain market stability.

At present, investment and business selection has been completed by about 80%.

As a "great" one, the Han style clothing wholesale center includes more than 80% of korean wholesale clothing dealers in the wholesale market of Sijiqing. Among them, half of the large operators of Korean clothing in Hangzhou market have entered the "big business".

Fine, that is, market segmentation.

In order to facilitate the purchase of goods from traders, "big" will divide the commodities in different categories in the market, so that it is convenient for management and orderly operation in the market.

Specially designed for women.

Zhong Jianwen pointed out that the "big" business area or market influence is not as good as the four seasons Qingdao market. Only by identifying a single service target and working hard to meet the needs of the target consumers can we win a foothold in the fierce market competition.

In the same way, the nine treasure boutique garment city with 87 thousand square meters of floor space will become the only wholesale market for men's clothing in new Sijiqing.

Men's clothing has a large market share in the garment industry of Hangzhou and its surrounding cities. However, due to the backwardness of hardware and facilities, Hangzhou has so far no perfect distribution center for men's clothing market.

Wu Xinghua, general manager of Jiu Bao, said: "the traditional men's wear market in Hangzhou is mostly located in the center of the city, which has high operating cost, difficult parking and poor logistics function, which limits its development and growth.

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