Fashion In Zhengzhou

After missing the first half of this year, Zhengzhou garment industry has quietly started the second half of the market competition. Under the superposition of epidemic situation and industry weakness, the secondary clothing professional market aims at the upstream supply market and launches alliance movement.

As a result, Haining Leather City, a leading leather city in China, visited Zhengzhou, Hangzhou Yifa and Guangzhou Baima visited Zhengzhou It is no longer a lonely "sitting business", and the secondary and primary market businessmen support the business and exchange close visits.

These markets have changed from defensive to more aggressive. The upstream and downstream join forces to form alliances, expand territory, compete for flow, market, customers and influence. Each party is not only the demander but also the supplier, and the merchant becomes the biggest beneficiary.

Zhengzhou, the leader of domestic leather Market

Su Li, the general manager of Zhengzhou small street cloth clothing, who has been deeply engaged in the clothing industry for 17 years, drives to Haining Leather City in Zhejiang Province twice a year in summer and autumn. "I don't have to buy goods, I want to go and have a look." Pang Jianjun, general manager of d8 stores, has been purchasing in Haining Leather City for two or three years, with an annual purchase amount of several million yuan; Li Haixia, general manager of miskoukou, has bought overcoats from Haining leather city.

After interacting with Haining leather city more than 900 kilometers away for a long time, these local dealers in Zhengzhou finally ushered in the first visit of the "leading brother" in the leather industry. On July 10, Haining Leather City City Industrial Alliance · Zhengzhou station set sail.

This is Haining Leather City, the leading leather market in China. Under the general trend of consumption fault, e-commerce impact and fur consumption decline, Haining leather city takes the initiative to seek innovation and change. Although the R & D and logistics of Haicheng are no longer in-depth, Haicheng still has a deep foundation of high-quality production and logistics.

The industry has come to a deep-water area where it has to be transformed from "business operators" to "professional merchants". The idea of going out of Haining and visiting the secondary market for relatives first came into effect last year. On the basis of last year's visit to Zhuzhou and Chengdu, this year Haining leather city added Zhengzhou and Xi'an, and put the second stop in Zhengzhou's World Trade Center. This concentrated visit to the secondary market initiated by Haining leather city is defined as "city industry alliance".

"Under the influence of the epidemic situation, it is necessary to interact with the production and marketing markets. The upstream and downstream all take out their own resources to form a win-win situation. The market side helps merchants connect production and marketing resources, straighten out the supply chain, and break through the upstream and downstream industrial chain through the city alliance activities, which is a kind of collective change seeking behavior." Zheng Yongli, general manager of Zhengzhou world trade shopping center, said in an interview with Henan business daily.

"Last year, we conducted a survey. Among the" cities most wanted to visit "of Haining merchants, Zhengzhou ranked first, and Haining leather city was more suitable for the clothing industry of Zhengzhou, so the city alliance was formed." On the afternoon of July 7, Xu Yinfei, the person in charge of Haining Leather City, arrived in Zhengzhou by high-speed rail for six hours. Before eating a piece of stewed noodles, he went straight to the exhibition venue.

"The two places have carried out in-depth docking around the original fashion wholesale, merchant resource sharing, and high-end industrial chain supply. At a small scale, this is an innovation in ways, and in a larger sense, it will jointly promote the development of fashion industry in the two places." Haining China Leather City Co., Ltd. deputy general manager Wang Honghui said.

The fashion of city alliance and "visiting relatives" in clothing market

Haining leather city is not the only one aiming at the "going out and bringing in" action aiming at urban mutual visits.

It also happened in the business district of Zhengzhou railway station, a clothing market with women's clothing as its characteristics. A survey was conducted in April when the epidemic situation was just beginning to ease. It was found that Hangzhou clothing market ranked the third place in the purchasing channels of merchants in this market.

From February 28 to June, they led merchants to visit the clothing market in Hangzhou. We visited 20 markets in 5 days, involving raw material selection to clothing wholesale, from men's wear and women's wear and other major categories to the promotion of individual stores.

The most frequent interaction with Zhengzhou Railway Station clothing business circle is Hangzhou Italian French market. On June 12, with a distance of more than 900 kilometers, 27 brand merchants in Hangzhou Yifa market and about 500 merchants in Zhengzhou World Trade Center went online at the same time. For the first time, the docking and communication between cities were moved to "cloud". The merchants of production and marketing in the two places connected to wheat and online shopping on the same screen, breaking through the conventional idea of visiting relatives in offline cities of both places for several years.

"Visiting relatives in Italian French city" has become the annual representative work of Italian French business group, and formed a business card in the clothing business circle of Zhengzhou railway station. In June, 2015, Zhengzhou women's clothing association carried out the original fashion design of Zhengzhou Hangzhou women's clothing group in June In the past few years, the combination of clothing production and marketing between Hangzhou and Henan has been realized.

Guangdong style clothing market "big brother" white horse, also did not miss the city linkage. On June 20, Zhengzhou world trade shopping center and Guangzhou Baima clothing market launched "cloud live + cloud ordering". The latter collected global fashion buyers and held a "cloud" meeting.

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In the post epidemic era, the market paves the way for merchants

In recent years, e-commerce has impacted on physical wholesale, diversified consumer tastes, high costs, thin profits, saturated merchants, and intensified competition. In a multi pronged approach, garment wholesalers and their specialized clothing markets have fallen into the plight of sluggish growth. The era of three years of continuous sales of a model is gone, and the era of making a set of villas with explosive money has become a thing of the past, and the wholesalers have to take the initiative to attack.

Since the beginning of the year, the epidemic situation has become more serious clothing wholesale decline. In the specialized market, passenger flow returns to zero, shops are locked up, inventory is overstocked, funds are broken, franchisees' willingness to pick up goods drops, and terminal retail tends to stagnate At this moment, the clothing market needs to take the initiative to work together with merchants to resist the cold.

"The epidemic situation has broken the market pattern. At this time, it is very important to use the method. We must put our strength into the forefront of the market. We can grasp the upstream, understand the downstream and stabilize the market with a more in-depth way than in the past. The cooperation between the upstream and downstream markets is very necessary, and at the right time, this kind of exchange is the offensive trend of market development, and each market is the supply side and the demand side. " Industry analysis.

"Many markets are faced with homogenization of products and fierce competition. We bring in and go out to help businesses Wade, with the aim of forming a differentiated and benign business ecosystem." According to Zheng Yongli.

In terms of the primary market, the "battlefield" can be pulled directly to the secondary market, which can more effectively and accurately explore the source of customers, realize the docking of production and marketing, and at the same time, let upstream manufacturers and brand merchants have a deeper understanding of the secondary market and grasp the dynamic trend of customers; For the secondary market, merchants also have the need to find good goods. Production and marketing docking can directly push the upstream high-quality resources to agents, find good sources of goods, eliminate information asymmetry, and find new trends. At the same time, these visiting manufacturers and brand merchants are also the precise target of investment promotion in secondary market and promote investment promotion.

"It's hard to see the boss when the merchants in the secondary market go upstream to purchase goods. The upstream market brings so many high-quality manufacturers to the upstream market, which saves the agents the cost of running from manufacturer to manufacturer one by one, which is much better than looking for products randomly in the market." Pang said.

"Now professional markets are fighting for the market, competing for customers, markets and influence. Whether Haining Leather City City City Industrial Alliance Zhengzhou station or Hangzhou Yifa city visit relatives Zhengzhou station, they are the first to build the momentum and make the market lively. And business is done through this kind of communication. " The industry concluded.

When Hangzhou Italy France visited Zhengzhou the year before last, Li Haixia talked about two Hangzhou brand merchants, and the annual purchase amount from one brand reached nearly 1 million yuan; Pang Jianjun purchased millions of yuan from Haining leather city every year, and had cooperated for two years; Suli stationed in Hangzhou all the year round All these are the significance of urban mutual visits.