Han Style Clothing "Create The Two Generation"

"Many people say that the" two generation "is taking the road of" going to Wuhan ".

"Going to Wuhan" is also true. It is a practical and feasible strategy. It is a phased thing.

But no matter how to do it, no matter where we move, there is one thing that can not be changed.

The Han style clothing trade association lives in the Hankou Development Mansion, the door face is not easy to identify. In the office space of ten square meters, four administrative personnel quietly finish sorting out documents.

The chamber of Commerce has more than 200 corporate members.

At the beginning of the new year, Li Qunbao, Secretary General of the chamber of Commerce, made a small move to remove the two characters of the "Han school" in front of the chamber of Commerce.

Li Qunbao's reason for doing this is: "Han school".

Han style clothing was once famous for its three schools, namely, Beijing, Guangdong and Shanghai.

Wuhan's clothing industry from Hanzheng Street is proud of the Han school.

In 1995, a group of Han clothing enterprises such as Taihe, Jordan, and red people participated in the CHIC (China International Clothing and Fashion Fair). Before that, there was no precedent for local brands to participate in the exhibition.

By 2010, only a cat family appeared on the stage in Wuhan.

Nowadays, the Han generation "generation generation" mostly retreat behind the scenes. "The two generation" has begun to take over the group. Most of them have returned from overseas study, and their minds are advanced enterprise management concepts. However, collecting the stalls placed in front of them is useless in theory.

Organized by the Wuhan clothing trade association, they held an exchange meeting on "succession" in Jianghan Economic Development Zone in November 2009.

In this exchange meeting, the "two generation" have reached a consensus: to match the big and expensive clothing at home and abroad, and complete the pformation from "wholesale factory" to boutique.

A lot of young and energetic bosses believe that in order to achieve pformation, we must first tear the "Han school" out of date.

Change the environment

Li Xiao, general manager of Bo Meijia Trading Co., Ltd.

The real center of China's clothing industry is in the south, and the garment industry in Wuhan has been on the decline for two years.

So we will soon move to Shenzhen, which is the center of women's clothing, both in terms of information and market position.

But our production will still be retained in Wuhan, only to shift the operation and design to the past.

It can be said that the annual output value of the top 10 clothing companies in Shenzhen exceeds the annual output value of 1600 enterprises in Wuhan.

From the clothing industry, Wuhan is not worth mentioning at the moment.

More importantly, in the market, Han style women's clothing is equivalent to batch shipment, which is a cheap pronoun.

Consumers do not come to pay the bill, nor can the shopping mall see any difficulty.

This is not like before. In 90s, Han style clothing had been brilliant. But when the first generation of owners made money, they switched to other industries -- several large garment factories in Wuhan, basically making real estate, such as Taihang.

The clothing industry has declined, and the government has not given corresponding support policies.

Moreover, the first generation of clothing people in Wuhan are now too old to adapt to the new market structure.

The age structure determines the knowledge structure, and the knowledge structure determines the consciousness. Of course, I am talking about the clothing industry.

Now, 99% of Wuhan's clothing is concentrated in the low-end wholesale market.

Hanzheng Street is also declining, as well as clothing stalls across the country.

In the small commodity market, Wuhan has also been thrown down by Yiwu, and in the entire garment industry, Shenzhen, Beijing and Zhejiang have been further left.

I think that no matter the first generation or the second generation, we must learn to stick to it, focus on the clothing business, concentrate, concentrate and concentrate on the brand.

I was born in 1980, and I studied master of business administration in New Zealand.

Like the people who came back from studying with me, we want to do business instead of speculating industries, such as real estate. The industry can make profits in the short run, and there are risks in the long run. At present, the real estate industry in China is speculation.

If we engage in real estate, we must have a deep government relationship. In China, this core industry is strictly regulated.

What I need to do now is to carry out a plan to move to Shenzhen.

The address has been selected.

There is no big change in the structure of the company, just changing the environment and changing identity.

Many agents and shopping malls do not know the brand of Wuhan, and the difficulty of inviting business in Shenzhen is much lower than that of Wuhan.

Of course, there is a process to take over.

I am a good person. I call it "strong" and I am not good at hearing it. It is called "twist".

I think the right thing will persist, even if I turn my face with my parents.

I am a Taurus, with a gentle side and a strong side.

Of course, market positioning is also important.

As long as clothes are made, they will often be seen in the market.

Take what you call Jiangnan cloth, it is a brand of Zhejiang. The reason for success is positioning accuracy, catering to the dual needs of urban young men for fashion and leisure. Now there are few brands like this in the domestic market.

The main product of Bo Meijia is high-end women's clothing. For the intellectual women aged 35 to 50, these women are very loyal to the brand and have a very keen eye.

At present, foreign big suit women have not yet entered the Chinese market on a large scale.

And doing well is self run, because agents are not reliable.

Now we can not talk about the advantages, we can only say that we are close to the team and do not lag behind.

Future advantages may be multifaceted, but not necessarily price. Design, marketing and planning are all important.

We have joined the fashion consulting institutions in Hongkong and Italy, constantly exploring and learning by doing.

Establish system

Chen Fei, general manager of he Rong dress.

I am a native of Shanghai. I grew up in Shanxi when I was a child, because my parents were educated youth and worked in Jincheng ordnance factory.

I read junior high school and high school in Shanghai, and I entered Shanghai International Studies University to study German. After graduation, I studied business management in Saar Prefecture, Germany.

Five years, I finished in three and a half years, and my grades were very good.

My wife and I met in Germany, and soon after graduation, she came to my next room.

At first, I didn't know that her family was doing the clothing business in Wuhan.

After graduation, I did not return home. I wanted to see how the Germans did business. I entered BASF, one of the largest chemical companies in the world. They had a training institution for future leaders, and I was the only foreigner.

After two years' global marketing manager in BASF, Germany, I pferred to Shanghai BASF as product manager, and I worked for a year and a half to complete the relocation project of German factories.

After my wife and I were going to get married, I resigned and came to Wuhan with her.

Clothing is a brand new industry for me.

In the first two years of my first entry, I have been learning and contacting with other people. Now I know something about it.

I have just come back to compare with Germany. You know, German enterprises are demanding and the system is clear. After I arrived in Wuhan, I found another situation. The income of the people here is not too high, and can not be too demanding of others. Institutionalization should be combined with humanized management.

I have lived in Wuhan for five or six years, almost every day in the company, two or three days a month to play with twins, because there are not many friends in Wuhan.

His dress was founded by my father-in-law, Zhao Herong, who opened a shop in Hanzheng Street in 1992, and now has our facade.

The brand of "Rong Rong" is not done now, it is only the name of the company.

There are two brands of ED and the two brands, all women's clothing.

Cotton and down garments are our main products. Positioning is a mature, intellectually female, business plus leisure route around 35 years old.

Especially cotton clothes, we are leading in China, with an average price of 800 to 900 yuan per piece and 1500 yuan with wool collar.

We used to make low-end products and engage in wholesale business. Now the state is between wholesale and agency. There are 30 shopping malls and more than 20 provincial agents in China.

We are high-end in the wholesale market, but the retail market is different.

Bo Meijia's product is twice as expensive as ours because it is facing the retail market.

In fact, what we do is almost the same, but the channels are different.

We are developing in their direction.

Li Xiao is a good friend of mine. His company moved to Shenzhen, I know.

In the future, we will move the company to a more fashionable place, but to do things steady, I will first observe the development of Li Xiao.

I am from Shanghai. If I want to move, I will go to Shanghai. Maybe three or four years later.

Now I will attend the exhibition and adjust the channel to develop myself.

In fact, compared with some clothing companies in Zhejiang and Guangdong, our clothes are better in workmanship, including the requirements of the edition type, the lathe worker and so on. This is on the wholesale level, not on the retail side.

Most of them are packaged in serialization and branding, and prices are much higher in the case of similar costs.

But the advantages of Han style clothing are not in price, nor in geography.

We produce more than 50 kinds of cotton clothes a year, and the core competitiveness is in this place.

Down jacket is the product of our second development. The camel's inner liner comes from Inner Mongolia and other places.

In Hanzheng Street, we are not the first to be the second.

But Hanzheng Street is the original wholesale, the profit is only 5 - 6 yuan, under such circumstances can not be done again.

My main job now is sales and business management. I don't care about my production, nor do I belong to my generation. I need patience to work with workers, but I have to communicate in company celebrations, and there are few contacts at work level.

The design director is my wife. She often goes back to Italy, France and other places to return some templates.

We build our own style by referring to the trend of international brands.

We do things very seriously, design winter clothes all year round, design more than 300 models, and then make a hundred.

We have promoted some successful styles in the display Handbook.

In Wuhan, no one can compete with us in cotton clothing.

Compared with the previous generation, we learn more, ask for a little higher, and have a bigger mind, not satisfied with wholesale.

Now there are more than 400 people in the company, and there are more than 200 people in the store. The number will expand. In the past two years, we have been developing in a comprehensive way, slowly changing, and have opened many shopping malls, from goods mix to marketing mode.

In 2011, we have to open stores and gradually expand outward.

I hope to build up the existing brand and occupy the terminal channel.

The channel is king. On this point, Li Xiao did a good job. They made shopping malls and second tier shopping malls in the first tier cities, such as the new world department store in Beijing, and we stayed in the two or three line cities.

We will join the Beijing Expo next year to improve our channels.

There are not many exhibitors in the Han style clothing wholesale business, but we are willing to invest in it, which will greatly enhance customer awareness.

Although we are also working with design institutes such as Italy, we have not deliberately emphasized that we are not a brand in Wuhan, though there is a little exclusion in the market at present.

The most important thing is to make their own characteristics rather than plagiarize others' products.

Now we can say that we are leading the fashion of Wuhan's cotton clothes.

Of course, there are many brands that can be used for reference in the way of development, such as ZARA, which is fast and fashionable.

Such things can only feel imitated.

Clothing manufacturers often take us to Nanjing, Shanghai and other places to study, visit and sometimes organize activities. Not long ago, the chamber of Commerce summoned the younger generation successors to our office to discuss how to take over.

My next major task is to investigate terminal customers and pave the way for the establishment of a monopoly system in the future.

Making clothes is very important for the boss to think.

The previous generation was busy making money and did not systematize products. This is what our generation is going to accomplish, what kind of dishes the customers provide and how to provide package service.

There is a saying: "three streams of enterprises do products, second class enterprises do price, first-class enterprises do systems."

First we will do well in products, control costs, improve price competitiveness, upgrade brands, reserve funds, and establish our own system.

I think this system should be unique. One link and one link should be linked to design, marketing, sales and other links.

Make brand first

Jiang Feng, general manager of the International Fashion Co., Ltd.

Han style clothing had a very brilliant time.

In the 90s of last century, the Han nationality clothing rate headed by Taihe took the brand line first.

In 1997, Tai He asked Qu Ying to speak in CCTV, and the fire broke out at once. Every household knew this brand.

But in a few years, disorderly competition upset the pattern of Han style clothing.

Because the threshold of the clothing industry is relatively low, there are a variety of Companies in a variety of time, low price competition and imitation each other. Han style clothing has become synonymous with "imitation copy", and we want to break this idea through new ideas.

Many people compare "Han style clothes" with "Hangzhou style clothes".

I think the internal and external environment of Hangzhou garment industry is better than ours.

The external environment is the support of the government. In 2000, the Hangzhou municipal government explicitly put forward several business cards, one of which was Hangzhou clothing. They set the industrial park for the garment enterprises. From the inside point of view, Hangzhou clothing company itself had brand awareness and no low level competition, relatively orderly.

These two points are important reasons for the decline of Han style clothing.

The market is changing, and the style of Han style clothing is changing.

In 90s, the Han style women's clothing mainly covered the market in the north of the Yangtze River and even north of the Yellow River. The clothing of Taihe and other brands gave people a very professional feeling. Now we have both the north and South markets. Under the influence of cross-border trend, the occupation is partial to leisure, and the leisure movement is partial.

It can be said that Wuhan clothing has gradually been in line with the trend, but at present it is basically in the two or three category of the market, and even the local shopping malls are hard to see.

Now the Han school has been in the two generation.

The chamber of Commerce represented me as three of Chen Fei, Li Xiao of bomega and costumes.

In fact, there are differences between us: they are returnees, I am not; they take over the father-in-law company, and now I am independent; they are all two "Wuhan uncle", I am a local.

But one thing we are the same. Small couples are involved in the operation of the company.

Of the three people, I am relatively old, but Barry Vee Ssha is younger in the Han style clothing, positioning the crowd below the age of 28 - Han style clothing rarely makes girls' clothes, and group positioning is generally not less than 25 years old.

Li Xiao is at the forefront. Their company has always been retailing.

Chen Fei and I are still at the wholesale and agency level.

But Chen Fei's company is more professional and the main direction is winter cotton clothes, which is famous throughout the country.

We do not design products for the season's demand, which is relatively balanced.

I really contacted the clothing industry in 1998, when I was still in love with my wife. When she was reading and working in a family business, I had a very shallow contact with her family business. I only knew that she was a clothing company.

After we got married in 2001, our parents wanted us to rush through. We registered in Shanghai, a pure Shanghai company. The design, production and sales are all in Shanghai. Apart from the Wuhan people, we have nothing to do with Wuhan.

At that time, we only did retail business, and in Shanghai, eight and a half, the first shopping mall and so on were all a bit.

My wife was learning to design and wanted to make a design style.

Shanghai market recognise our product positioning and style. We are proud of it.

But the problem is that distance between style and reality makes it difficult to continue in this field.

We do not have any experience in commercial operation. We just do not feel the fear of the tiger by the calf. It is difficult to integrate into the circle.

In the second half of 2003, we returned to Wuhan. We had an unexpected gain: our son was born.

Family responsibilities can not allow us to go out again and take root in Wuhan.

But thinking of that experience is also a valuable asset.

Many people say that the "two generation" is taking the road of "going to Wuhan".

I think "go to Wuhan" is also true, is a more practical and feasible strategy, is a phased thing.

Judging from the current environment of Han style clothing, it is necessary to get the recognition of the market if it wants to develop. But even now there is no place for Han style clothing in Wuhan square. This is not the problem of "performance" mentioned by the outside world, but simply because you are the brand of Wuhan - Wu Shang Group and the government have no sense of supporting local enterprises.

Of course, enterprises themselves are also not competitive, most of them are at a low level of competition.

Now that Li Xiao has moved his operation headquarters to Shenzhen, there are such reasons that they have changed their names and brand names.

But no matter how to do it, no matter where to move, there is one thing that can not be changed. That is the Han faction gene.

Last time in the "two generation" exchange conference, Mr. Zhao Herong had a very good saying: don't say that people don't approve of you, you need to let people know you and understand you first.

After the recognition of the consumer, it will be okay to know that you are Wuhan.

Shenzhen has a brand called a lady's house, the boss is the Wuhan people, his company's production, processing and so on are in Shenzhen, now in Wuhan also has a base.

For example, Metersbonwe has so many collaborative factories, but do you think this brand is very bad?

China is the largest clothing market in the world, and there are great opportunities for Han style clothing.

Wenzhou women's wear has developed after two or three years, and Wuhan can also make that brand.

In fact, any garment making enterprise has a ZARA plot. This Spanish brand is the new square in Wuhan.

The ideal of many Wuhan costumes is to achieve this brand.

Now, the Han style clothing is in the second stage, that is, from the professional dress to the fashion gradually, to achieve market segmentation.

Now the information is very developed, Han style clothing has a more fashionable type, of course, this fashion is based on the positioning of the crowd fashion, and girls are not comparable.

In the near future, with the development of the whole cluster, the Han school will have personalized development.

Most of the new generation are working in this direction.

At present, the Han style clothing ranks sixth in the country. It is not dependent on the future, but the innovation ability needs to be improved, and the order of competition needs to be straightened out.

Our generation is lucky to have the foundation laid down by the previous generation, but it also faces the problem that there is no brand in the Han style clothing.

To solve this problem, we must first have a target and know where to go, and we have a plan of 5 to 10 years.

My goal in the future is to be a well-known branding enterprise in the country.

At this stage, we need to be clear about this goal.

At present, the interlayer between the upstream brand and the downstream start-up companies has already avoided the problem of survival, but if it does not develop rapidly, it will soon be caught up by the latecomers.

Pressing up and down is also the plight of most of the developing Chinese clothing companies.

If I want to be ambitious, I don't want to talk more or meaningless, or do things in a down-to-earth way, breaking down my work to every year, every quarter, every day and even every hour.