The status quo and future of Hangzhou women's clothing!

Take the road to high-end brand development

In the mid-1990s, Hangzhou women's clothing started. In the past 20 years, Hangzhou women's clothing has developed from the gentle tenderness of the Jiangnan Water Town to the present flourishing flowers. For example, the common nature of Jiangnan common clothing, the blue professional career, the romanticity of ancient wood sheep, and the intellectual elegance of Qiushuiyiren can be described as Hangzhou’s Fashion adds a splendid sum, but also laid a decisive position in the Chinese women's territory. Today, Hangzhou women's wear is still beautiful.

What makes today's Hangzhou women's wear? What is her status? How will the future develop? Regarding related issues, the reporter exclusively interviewed Meng Ping, vice president and secretary-general of the Hangzhou Women's Wear Chamber of Commerce, and a picture of Hangzhou's women's development immediately became three-dimensional.

Reporter: In the past 20 years, what has been the development history of Hangzhou women's wear? What are the characteristics of each development stage?

Meng Ping: Hangzhou women's clothing development can be roughly divided into four stages.

The first stage is the start-up period. Hangzhou women's clothing started formally in 1994. At that time, a group of undergraduate university graduates graduated from clothing and started their own business. This laid a certain foundation for Hangzhou women's clothing. The number of brands at the start was small, about 5 or 6 brands, such as a romantic life, Jiangnan commoner, etc. At this time, Hangzhou women's clothing initially had its own style, namely the lady style of Jiangnan Water Village.

The second stage roughly from 1995 to 1998, Hangzhou women's walk into growth. At this stage, the number of women's brands increased, and some brands completed their original accumulation and began to expand production.

The third stage from 1999 to 2005, Hangzhou Women entered a period of stable development. Around 2000, Hangzhou women's clothing began to grow bigger and stronger. The number of brands was nearly 300, accounting for almost half of the country's women's wear brands. There were more than 1,000 women's wear enterprises; at the same time, after 2000, the market eliminated a group of small businesses and a large number of The company continues to develop steadily. Later, we put forward the slogan "Chinese women look at Hangzhou" and the government began to intervene. Hangzhou women's growth rate is even more pronounced.

From 2005 to now, Hangzhou women's clothing has entered a mature period, and it is also a new period for the development of women's wear in Hangzhou. At this stage, the market began to be subdivided. Some brands, in addition to the main brands, created other brands and began to subdivide and develop. For example, Gumuxiyang made an OTT, Jiangnan Buyi created a “swift writing” men's brand, and Qiushuiyiren made a COCOON high-end brand. Today, Hangzhou Women's Clothing Co., Ltd. has begun to carry out multi-brand operations, and based on the main brands with strengths, strengths, and strengths, and stability, it has also increased the development of other deputy licenses. In addition, at this stage, different styles of brands began to appear, some brands began to take the international route, and individual brand sales reached 1 billion yuan.

The high-end brand is a brand development path that Hangzhou women want to go. Previously, most of the women's clothing market in Hangzhou was in the second and third tier markets in China, and even in the rural market. However, many brands are now actively developing into first-tier cities.

Reporter: What are the reasons for Hangzhou women's wear today?

Meng Ping: First of all, although Hangzhou women's clothing started in 1994, the number of brands is very small, but it has the unique style of the ladies of the Jiangnan Water Village, coupled with the international big names entering China at that time is still relatively small. Therefore, Hangzhou women's clothing was recognized by the market at that time. Because of such a foundation, the rapid development of Hangzhou women's clothing has been achieved.

Secondly, Hangzhou has a number of professional clothing colleges such as Zhejiang Sci-Tech University and China Academy of Fine Arts, which has given birth to a lot of talented designers. In the late 1990s, students who graduated from several major garment colleges in Hangzhou started their own businesses with their dreams. At that time, the venture capital investment in clothing did not need to be too large. A small processing factory could do it. Coupled with the low market entry threshold at that time, the market demand is larger, but any clothing with its own unique design style can occupy a place in the market. It is a large number of students who have graduated from clothing colleges to start their own businesses and gradually expand their brands, which has solidified the foundation of Hangzhou women's development.

Once again, the success of Hangzhou women's clothing has also come from the support and promotion of Hangzhou professional associations and governments. In 2000, the Hangzhou Women's Wear Chamber was established. This is the beginning of the transition from Hangzhou's family-style decentralized management to team spirit and overall awareness. It is an important event in the history of Hangzhou's clothing development.

Since 2001, the Hangzhou Municipal Government has begun issuing policies in succession and has strongly supported the development of the Hangzhou Womenswear Industry. For example, to establish special funds for the development of women's apparel industry. Each year, the municipal finance allocates 3 million yuan of special funds for rewarding brand names, and selects “Top Ten Companies,” “Top Ten Brands,” “Top Ten Designers,” etc., to promote Hangzhou Women’s Wear. Development has played a great role. After 2004, the government increased support funds from 3 million to 20 million a year.

After the establishment of the Hangzhou Women's Chamber of Commerce, we began to organize enterprises to participate in CHIC (China International Clothing & Accessories Expo) in Beijing. At CHIC2002, the Hangzhou Municipal Party Committee and Municipal Government put forward the slogan “China Women Look at Hangzhou”. It can be said that a period of time before and after 2001 was a turning point in the development of women's clothing in Hangzhou.