2008 Hangzhou Women'S Clothing Expansion Experience

Careful Hangzhou people will find that this spring, Stadium Road, Xinhua Road and other commercial bustling lots have opened 7 COCOON women's wear brand stores.

Bright rose LOGO, spacious atmosphere storefront, exquisite and fashionable women's clothing...

The women's clothing brand, which is hidden in large shopping malls such as Hangzhou Tower, goes to the front end of the retail terminal.

This makes people wonder: Why did the Hangzhou style women's clothes, which had been silent for several years, come to everyone before this time, and carry out such a rapid and extensive expansion?

The person in charge of the "COCOON" of the company is simply answering the question because the time has come.

This sentence may not be in the past. It can be put in the middle of 2008, a year that many enterprises are at a loss as to what to do. Such an answer is naturally thought-provoking.

Today, the cover story of the 18 fortune weekly is going to take you into Hangzhou women's clothing to understand the "winter" that it has gone through, and to interpret its 2008.

I hope our report will enlighten entrepreneurs who are in trouble.

So what is the "horse race enclosure"?

Suddenly, like a spring breeze, thousands of trees and flowers will bloom.

The Hangzhou style women's clothing, which has been silent for many years, has jumped into our sight again.

With careful recollection and observation, you will find that since last year, more and more "Hangzhou" brand clothing stores have gradually appeared in downtown areas such as Wulin Road, Yanan Road, Stadium Road, Phoenix Road, Xinhua Road, Wen Yi Road, etc. the store image is unified atmosphere and pushed into the door, and the dress in the store will give you a pleasant surprise.

"The bosses of women's clothing companies are busy now. They are looking for design inspiration with the trend of the world. They need to upgrade their brand image, and even have to consider the location of new stores."

Meng Ping, Secretary General of Hangzhou women's clothing trade association, which is very close to business owners, said.

"I may have to go out for business in recent times."

In the telephone interview, COCOON design director should always be quick.

The industry has a high opinion of the designer. It is said that under her guidance, COCOON, which was born in 2001, has developed 10 stores in Hangzhou. Only 7 new businesses have been opened this year. Almost every month, COCOON has opened its doors.

Nowadays, many enterprises continue to shout "difficult" economic environment, so the expansion will undoubtedly be put on a magical color.

However, people's surprise is superfluous in the eyes of the industry.

"For us, the most difficult time has passed, and a new round of market opportunities has arrived."

As one of the first batch of Hangzhou women's clothing brand companies to emerge in the 90s of last century, Qian Feng, chairman of "blue sentiment", said, "the time to break through is coming."

Similar voice, reporters kept listening in the interview.

"Next year, after the completion of product and brand upgrading this year, next year will be our" leap year "." if there is a suitable store, we will continue to open shop ".

When chatting with a few of the women's clothes called "helmsman", they did not taboo about this ambition of expansion.

"Silence before is not a sign of negativity. Actually, it is precisely that the enterprise and the brand are practicing their internal strength.

After the integration, Hangzhou style women's clothing has a kind of impulse to redisplay itself.

Meng Ping, Secretary General of Hangzhou women's clothing trade association, explained the big expansion of Hangzhou women's clothing with "the year of change".

They were also abandoned by shopping malls.

The name "Hangzhou women's clothing" has been loved and complained by the owners of women's clothing brands.

In 1996, the concept of Hangzhou women's dress was put forward for the first time.

In order to revitalize the garment industry, the Hangzhou municipal government has concentrated on the brand of Hangzhou women's clothing. It has included the women's clothing industry in the government's behavior, and has allocated huge sums of money to support Hangzhou's women's clothing enterprises to a higher level.

"At that time, it was an exciting news.

On the one hand, we can enjoy the support of the government's preferential policies. On the other hand, small and medium-sized enterprises do need to rely on unifying brands to seize the market.

Qian Feng, who is also the president of Hangzhou Fashion Designers Association, recalled.

But in the following years, things began to change.

Some enterprises do not work hard on technology, design and brand, but are keen to continue to embrace the market, run the market, and even sell products in the name of Hangzhou women's clothing. As time passes, Hangzhou women's clothing becomes the pronoun of middle and low grade clothes, and it is difficult to make a good taste.

"Cui Jian, who is a college student, is also familiar with this history." later, people were reluctant to say that they were Hangzhou women's clothing.

When it comes to the growth of Hangzhou women's clothing, there is still an embarrassment that can not be passed. That is, Hangzhou women's clothing is not popular with local shopping malls.

"One year, only one shopping mall adjusted the 5 women's clothing brands in just a month."

The head of a brand enterprise likened the memory to "eternal pain", when the shopping mall explained that it was "not in line with the location of the shopping mall".

Hangzhou women's clothing, which can't make sales achievements, will certainly be eliminated.

The industry is not optimistic, peer plagiarism, no girl installed enterprise executives said, "five or six years ago, the most sad time."

That is, at that stage, Hangzhou women's clothing industry began to eliminate integration within the industry. "When the risk comes, bosses are forced to improve their product quality and brand image, and begin to study strategic layout."

Meng Ping said that it was a "kan" which was encountered in the development of Hangzhou women's clothing, and it was also a new starting point. "Many enterprises that are consistent in style, price, location and market have begun to look for new breakthroughs."

Be forced to catch up and look for life

Hang Pai women's clothing operators mostly come from academics, generally have higher knowledge and are younger. Of course, their limited funds also make the starting point of women's clothing enterprises generally not high.

"But they are young, open-minded, eager to learn, and their love for the industry can always motivate them to move forward."

Looking back on this experience of adversity, a business owner who did not want to be named made such a summary.

In fact, before the difficulties appeared, after a few years of accumulation of original capital, some of the better developed enterprises began to upgrade their brands. The way to change is to do well in the existing brand or to re register the new brand.

"We have many good ideas at the beginning of our business, but because of the strength, many ideas can not be implemented immediately."

Li Lin, the design director of Jiangnan Buyi, once said in the media that the multi brand strategy of women's wear is both the direction of development and the dream of "a start-up period for a circle".

So we saw the "COCOON" of the autumn people, the "OTT" of the ancient wood sunset, the "LESS" of Jiangnan cloth, the blue and colorful "ah Qi Qi", the red horse's "Latin" (children's wear), and the tri colored IBUGU.

When these brand new brands, with more fashionable products and more "noble" prices appear on the Hangzhou market, they soon came to the conclusion that some of them were not only successful in shopping malls, but also sold in the forefront of similar women's clothing.

"Because the positioning is too low, it is difficult for Hangzhou women's clothing brand to negotiate with shopping malls to get an ideal sales position."

A few years ago, Ni Guochang, the chief financial officer of Jiangnan Buyi, told reporters who came to the interview.

Therefore, unlike Jiangnan's diversified marketing methods, the other brand LESS of Jiangnan cloth dress has positioned itself in the middle and high-end women's clothing brand specially designed for the one or two shopping malls, dilute the Hangzhou women's dress color, and has successfully entered large shopping malls in Shanghai, Ningbo, Beijing, Wuhan and Dalian.

What we will do when we start to be a first-class brand.

Now, some new brands that are newly cultivated or packaged do not even want to classify themselves as "Hangzhou women's clothing".

But it is undeniable that some of the new brands raised by these owners in the early days helped the enterprises to jump out of the market in the most difficult period. After that, business owners began to attach importance to the operation of the brand.

"Autumn people" wrote such a paragraph on the website of the company: "as a women's clothing brand, especially as the first brand of Hangzhou women's clothing brand, now we want to further expand the market share and take the lead in the national second line market, we must change the marketing strategy, that is, from the original product strategy to brand led brand image marketing strategy."

COCOON has launched VIP customer service in the flagship store of Stadium Road, which is different from the popular brand VIP customers. COCOON's VIP customers can customize advanced women's wear, jewelry and women's shoes series here, especially to meet the special needs of customers attending various kinds of banquets.

"This is a way to improve the added value of products."

The brand has always been positioned in the high-end should be Cui Jian that this is also the inevitable trend of target customer demand.

Like Akimizu Ito and COCOON, many Hangzhou women's clothing enterprises have begun to focus on brand marketing and corporate image while doing their products well.

Also in the most difficult time, the Hangzhou municipal government shouted "Chinese women's clothing to see Hangzhou" and took the lead in organizing the "Hangzhou women's wear Wanli line", leading the women's clothing brand to more than 20 provincial capital cities for demonstration.

To a great extent, this has helped the women's clothing brand into the view of the national consumers.

"If we want to go out and show, we must constantly improve our products. Otherwise, we will stay in place every year and even retrogress with others. It will be too disgraceful."

The head of a women's clothing enterprise said, at that time, everyone was holding the purpose of showing the image of Hangzhou women's clothing, and secretly had more strength.

In this year's "ShenZhen Railway Station of Hangzhou silk women's Wanli" ShenZhen Railway Station, a professional audience from Hongkong, Guangdong, Jiangsu and other parts of the country has packed the performance hall. The head of Shenzhen brand said in an interview with the media: "the Hangzhou women's clothing can also be so atmospheric and fashionable, and indeed great progress has been made!"

This appearance has opened up new market space for "Jack Shi". "The first line stores in Beijing and Wuhan are interested in importing our brand."

In a telephone interview with reporters, Shi Jie, the boss of "Jack Shi", was preparing to go on a business trip to explore the new market. For him and his brand, it seemed to be greeted by a springtime spring.

There are also opportunities in the most difficult year.

Just like last year's big seller of vegetable dishes will talk to you about the stock market, "this year is the most difficult economic year".

While many industries are facing severe tests and frequent breakage crises in the enterprise capital chain, some Hangzhou women's clothing has taken a step forward, and even heard rumors that autumn people are planning to go public.

Although this rumor, Akimizu Ito's boss Yao Yujian has not made a stand, but in the "2008 Spring Festival congratulation" on the corporate website, he mentioned his grand plan as the head of the three brands of "Akimizu Ito", "COCOON" and "FIRSTVIEW".

"2008 is a year for our company to carry out the operation of" listed enterprises ". We are interested in building the" Hangzhou women's clothing first listing enterprise ". In this year, we will set up a Limited by Share Ltd to plan for listing, and strive to be listed in China in 2011.

"In this year's situation, there will be tight funds.

Brand is eliminated, there must be!

But the key is to see if your preparation is adequate and the ability to resist risks is strong.

When the economy is sluggish, there are also opportunities. "

Ding Wujie, general manager of tricolour dress, was very angry when he said this.

He said that he did not represent the strength of the "three colors", but he firmly believed that Hangzhou style ladies' dress would still be beautiful.

"It is because some enterprises are shrinking the front line to make the market gap open slowly."

Shi Jie firmly believes that in the early two years, Hangzhou women's wear, which experienced industry shuffling, will be relatively small in the face of this economic downturn, and the market opportunities will also gradually surfaced. "Now the threshold for shopping is no longer as high as the previous two years.