Is “Han style women’s clothing” that takes the mid- to high-end route still popular today?
Recently, Wuhan’s two major clothing brands “Giovanni” and “Zolmei” not only ranked among the top ten women’s clothing sales in the country, but were also listed among the 50 key textile and apparel companies in the country identified by the Ministry of Industry and Information Technology. Terminal consumer brand enterprise.
As the birthplace of Han-style women’s clothing, Wuhan has always been an important light industry production base and distribution center in China. In the 1990s, “Han-style clothing” emerged and became popular across the country. It once occupied 6 of the top 10 women’s clothing brands. This article will focus on local mid-to-high-end women’s clothing brands in Wuhan, and gain a glimpse of the power of local brands from its development path.
The rise of “Han style clothing”
It is a “leap” in the history of Wuhan’s light industry
The early stage of reform and opening up was the primitive accumulation stage of Wuhan’s garment enterprises. In the past ten years, Wuhan’s garment industry has been prosperous. The city’s garment enterprises have grown from more than 100 to more than 1,600, with sales revenue reaching 6 billion yuan. With regional advantages and consumption The market advantage and the advantages of business and industry have made the name of “Han Style Clothing” known to the outside world.
In the 1990s, many Wuhan department stores, represented by Wushang Group, successively established clothing departments and began to find and guide local powerful clothing brands to enter shopping malls, such as “Taihe, Yaqi, Hongren (required area: 50-100 square meters, representative projects: Nanjing Jiangning Golden Eagle Shopping Center, Chengdu Qunguang Plaza, etc.), Aidi, Hexiang, Yuantian, Glacier, etc. Local women’s clothing has emerged in line with the trend, occupying major luxury stores, and is keen on Seize a prominent spot on the first floor. Taking the lead in taking the brand route, actively cultivating high-spending customer groups, and accumulating a wave of highly loyal “new rich” fans, the “transformation” of Han style women’s clothing has quickly entered the fast lane.
During 2014, the government put forward requirements for structural upgrading and brand expansion in Wuhan’s women’s clothing market. It will allocate 20 million yuan of special funds every year to support clothing companies’ brand building, market development, financing discounts, etc. . The company focuses on the high-end processing of women’s clothing and knitted clothing, and comprehensively enhances the high-end women’s clothing brand market from the introduction of talents, equipment upgrades, and brand promotion, and makes differentiation among the brands. .
Seize the core business district
Wuhan women’s clothing brands are leading the way
Introducing advanced design talents, focusing on product research and development, improving service levels, focusing on business district location selection, and winning many industry awards. Many brands such as Giovanni and Hongren have upgraded in line with the market and have taken the lead in Wushang, New Century Department stores, Zhongnan Commercial Building, Belle Plaza and other commercial buildings not only occupy major luxury shopping malls, but are also eager to occupy conspicuous positions on the first floor. Their emergence has further revolutionized the consumer market of women’s clothing in Wuhan, and each of them attracts fans with the same concept with its unique style.
Hailed as a “dark horse” of domestic women’s clothing brands, Giovanni’s brand design concept incorporates Italian neoclassicism and takes into account the subtlety and modesty of Eastern culture. It was praised as “China Fashion Times” “The new domestic women’s clothing brand” has now entered many shopping malls such as Wushang Plaza, Hanshang 21st Century, and Wushang City Outlets.
Taihe women’s clothing, which is frequently awarded, has won the “Golden Bridge Award for the National Best-Selling Product”, “China’s Top Ten Women’s Clothing Brands”, and many other awards. In 1997, Taihe invested RMB 20 million to buy out a five-second prime time advertisement on CCTV. In 1998, it was rated as “China’s No. 1 Women’s Wear Brand” by the “Business Times”. At the same time, it acquired the magazine “Chinese and Foreign Clothing” and turned it into “TAHAN”, with its strong brand background and strength, has established an important position in mid-to-high-end high-end women’s clothing.
As the main target customer group, Hongren Clothing is a women’s clothing brand established by a multinational designer. With a “classic, elegant, and feminine” style, it focuses on the professional female customer base and creates three categories: light business, light leisure, and light luxury. Large collection of fashion.
As one of the top 50 private enterprises supported by the Wuhan Municipal People’s Government, the annual sales revenue of “Red Man” in 2012 could reach 500 million yuan. It was the first to implement a recall system for unqualified products in China to ensure the interests of consumers, which is also This side proves the product strength and social responsibility of its brand.
Multi-dimensional strike
Brands begin to save themselves
Due to problems such as insufficient brand positioning, serious homogeneity, and lack of a complete industrial supply chain, Wuhan’s time-honored women’s clothing brands are also facing market “tests.”
Since 2013, under the impact of e-commerce, Chinese clothing companies have begun to close stores in a wave of fashion. Giovanni “killed Ma Su with tears” and closed 120 stores across the country in one go, shocking the industry. The following year, the company tasted the dividends of e-commerce for the first time. The company’s sales reached 600 million yuan, and online sales exceeded 90 million yuan. Without investment from offline entities, profits greatly exceeded those of physical stores, which also forced the brand to transform.
With the rapid development of TAHAN Taihe Clothing, the value of its brand has become increasingly prominent. However, it fell into a trademark registration dilemma during the golden period of development. In 1995, Wuhan Taihe Clothing Co., Ltd. applied to the National Trademark Office to register the “Taihe” trademark but failed because the trademark had been applied for by a Jiangsu clothing company. Seriously restricting the development of enterprises and the brand value accumulated over many years. The halo of “women’s clothing Taihe TAHAN” has faded, becomingThe epitome of lost mid-range women’s clothing.
With a fighting attitude
Achieve “two-way running” with the times
Wuhan is a heroic city, and Wuhan’s local brands are also resilient. Despite the vagaries of the market, Wuhan’s women’s clothing brands are still on a steady and steady path of struggle.
//1. Houlang helps the women’s clothing market to rejuvenate
In recent years, Wuhan’s local original women’s clothing designer brands have taken off. MOMIWEI won the 2020 Douyin E-commerce China Fashion Influence Brand Award. FORELE, founded by independent designer Gao Ruixuan, went abroad and opened studios in Melbourne and London. Being sought after by domestic celebrities. Attempt, a national fashion brand that has been copied by celebrities such as Ouyang Nana, has grown into a new force in Wuhan.
//2. Differentiation of materials
Nowadays, the market is becoming more homogeneous and the customer base is more segmented. Some local brands have shed the label of “civilian, high quality and low price” and put different brands in fabric materials, showing off on the track with serious homogeneity. Manufacturing strength.
Leader Giovanni uses materials to interpret oriental culture and launches the “Xiangyunsha Series” high-end mulberry silk. At the China International Fashion Week 2020 Spring and Summer Series, the celebrity showcased the “Light of Life” high-end ready-to-wear series, which competes with high-end The fabrics are consistent and the materials are differentiated. Zolmei will combine high technology and design technological “three-proof fabrics” that are anti-bacterial, anti-oil, and waterproof for the “Zormei” women’s down jacket launched in winter.
//3. Accurately locate customer groups and site selection is a science
Focusing on quality, maintaining a high-end image through stores, and entering luxury shopping malls to expand the high-end customer base are the keys to its longevity. Hongren, Giovanni and Zolmei almost occupy the front doors of Wuhan’s mid-to-high-end shopping malls, playing a huge role in their brand influence.
//4. Digital transformation and embracing “new retail”
In terms of policy, Hanpai Clothing leverages the digital economy and strives to achieve revitalization on the new track of live broadcasting. On June 12 this year, the Hanzheng Street e-commerce gathering place – Yunshang·Wuhan International Fashion Center Sky T-stage, Hubei Provincial Internet Business Association Hanpai Clothing Live Broadcast Base was unveiled, and the new Hanpai Clothing Industry Base was officially opened in Yunshang. Keeping up with digitalization shows that Han-style women’s clothing can carry forward its advantages across the country.
It is reported that when digitalization was not yet popular, Hongren took the lead in introducing ERP system and big data management in 2007 as the first step for the brand to test the waters.
Taking advantage of the new retail trend, Giovanni has deployed 300 direct-operated stores across the country offline. In addition to conducting live broadcast promotions on major e-commerce platforms, it also tests cross-border e-commerce through Amazon, Alibaba International Station, eBay, Shopee, AliExpress and other platforms cover Europe and West Asia, bringing about omni-channel business transformation.
//5. Talent cultivation and contribution
The cultivation of talents is also a strong core of brand competitiveness. According to statistics, there are 89 colleges and universities in Wuhan with more than 1.3 million students, second only to Beijing. In terms of brands attaching great importance to talents, Red Man responds to the government’s goal of retaining millions of college students. Initiative to give college students a long-term development plan, from job exchange to job responsibilities.
Summary
As Wuhan enters a new first-tier city, local time-honored high-end women’s clothing companies still need to transform from extensive to refined. Women’s clothing brands have been upgrading towards digitalization, high-end and refinement, and have achieved market breakthroughs and seized the spotlight through brand sharpening, and have ushered in their own “highlight” moment.
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