1. Over the past 20 years of reform and opening up, China’s garment industry has developed rapidly, ranking first in the world in terms of export volume and export earnings. It has occupied up to 20% of the global garment market and has become the world’s number one garment industry. It is a large manufacturing country with an annual output of nearly 10 billion pieces of clothing, more than 50% of which are exported to foreign markets. According to customs statistics, the cumulative exports of clothing and clothing accessories from January to November 2003 were US$46.93 billion, an increase of 25.21% over the same period last year. Among them, the export of woven clothing and accessories was US$20.682 billion, an increase of 20.24% over the same period last year; the export of knitted clothing and accessories was US$16.18 billion, an increase of 26.62% over the same period last year. According to statistics from the China National Commercial Information Center, as of November 2003, the total sales of clothing products by key large-scale retail enterprises in the country reached 35.82 billion yuan, an increase of 22.3% over the same period last year; the total sales of various clothing products were 18,664 yuan. million pieces, an increase of 8.6% over the same period last year.
With the rapid development of the clothing industry and China's accession to the WTO, the number of companies entering the clothing industry has reached more than 50,000, and the number of clothing brands is showing explosive growth. Foreign second-tier brands have entered China on a large scale, making China The clothing brand market has entered a new era of increasingly fierce competition, internationalization and diversification. Domestic companies and brands are faced with the practical issue of how to reposition and integrate resources. The development experience of world-famous brands warns us that we must compete with them in front of our own homes, take the road of professionalization, vigorously develop the competitive advantages of enterprises in the local market, and build national brands of Chinese apparel enterprises to seize market opportunities. Standing out in the industry is the only choice for the development and growth of most of our apparel companies. This program aims to capture the consumer psychology of consumers, assist "Siliya" new clothing products in establishing brand image and increasing popularity, and cooperate with marketing strategies to achieve excellent sales results.
2. Analysis of the pattern and development status of women's clothing enterprises
To conduct a detailed analysis of the women's clothing market and consumption trends, we cannot break away from the pattern of women's clothing production enterprises, women's The development status of the clothing industry, the market and consumption trends of women's brand clothing, and the analysis of the main consumers of women's brand clothing, because these are the factors that determine whether the "Siliya" clothing and apparel company can survive and develop, and whether new products can establish a brand image. And the key to improving visibility and marketing strategies can achieve excellent sales results.
1) Analysis of the pattern of domestic women's clothing companies
The clothing industry is one of the fastest growing industries in my country and has maintained a high growth rate in the past two decades. At present, there are more than 50,000 garment manufacturing enterprises in my country, with total production volume ranking first in the world, occupying up to 20% of the global garment production market, and making outstanding contributions to my country's export earnings and employment generation.
In the fierce market competition, the pattern of Chinese women's clothing manufacturing enterprises has also undergone profound changes. At present, domestic large and medium-sized women's clothing manufacturing enterprises can be divided into three categories: one type has superb processing technology level However, most of them are OEM companies. These companies mainly earn processing fees and rarely establish their own brands. Or they want to create their own well-known brands, but due to factors such as logistics environment, market development capabilities, and the R&D and production level of supporting fabrics, etc. restricted and unable to be realized. The market environment faced by this type of enterprises is that the advantages of low-cost domestic labor resources are gradually weakening, processing costs are decreasing, and profits are getting thinner and thinner; the other type is well-known enterprises that already have first-line brands in the domestic market. After many years of development, these enterprises Development, brand and channel construction are relatively mature, and it has firmly occupied the sales share of the domestic market. The problems existing with this type of enterprise are that the design level lags far behind international standards, the brand connotation is superficial, the channels are complex, which increases management costs, and the dependence on imports of emerging fabrics results in high production costs.
At the same time, due to the continuous influx of foreign brands of the same grade since entering the customs, and these foreign brands have absolute competitive advantages in terms of price and brand strength, when the country’s import tariffs are completely relaxed in the next few years, it will be up to the enterprises to decide where to go. The development direction and reform intensity have changed; domestic third-category enterprises have created most of the second-category brands in the domestic market. Due to their size and strength gap with domestic large enterprises, coupled with the monopoly of foreign brands in the high-end market and mid-range market Occupied by domestic first-tier brands and foreign mid-range price brands, such companies are struggling in the remaining markets without the advantage of core factors that promote corporate development.
The current situation of domestic women's clothing manufacturing enterprises also provides huge development space for women's clothing manufacturing enterprises with logistics environment, market development capabilities and design level, and the ability to supply supporting fabrics. and strong development momentum.
2) The current development status of the women's clothing industry
It is women's nature to love beauty. The continued economic growth has greatly increased women's spending power, which has brought new growth space for the development of the women's clothing industry. According to statistics from the China National Commercial Information Center, from January to November 2003, 50.16 million pieces of women's clothing were sold in key large-scale retail malls across the country, an increase of 8.5% over the same period last year. Women's clothing sales accounted for 27% of all clothing sales. The proportion of sales volume still ranks first among all types of clothing brands.
Judging from the current development status of the domestic women's clothing industry, it generally has the following characteristics:
(1) Prominent regional characteristics
After years of development, Chinese women's clothing has , gradually formed several major factions such as the Hangzhou School, the Yue School, the Shanghai School, the Fujian School, and the Han School. Each school has made great achievements with its own characteristics, so the regional characteristics are very obvious. For example, Hangzhou women's clothing has a strong cultural atmosphere of the Jiangnan water town; Guangdong style has a strong sense of fashion due to its proximity to Hong Kong and Macao; Han style is characterized by bright colors. Each region has its own distinctive characteristics, and after local brands form a certain climate, they begin to enter target cities.
(2) Actively seek personality development
Modern consumers pay more attention to personalization and pursue their own style, and clothing has deservedly become the external expression of Chinese women’s self-personality and self-pursuit. It shows that this has become the mainstream fashion of today's clothing. Among them, color and style can best express people's personality. Therefore, for women's clothing manufacturing companies, color matching and style personalization have become key factors. Female consumers have increasingly higher individual requirements for clothing. Women's clothing companies also realize that in order to develop better and occupy a place in the fierce market competition, they need to face market requirements and meet the needs of different age groups and different consumers to the greatest extent. economic status and the needs of consumers with different cultural backgrounds. This shows that Chinese women's clothing companies have taken a big step forward in understanding the industry.
(3) Leapfrog realization of transnational operations
China’s garment enterprises have begun to realize that not only large enterprises with certain strength can implement the “going out” strategy, but small and medium-sized enterprises only need to By leveraging strengths and avoiding weaknesses and finding the right channels, international operations can still be achieved. At this point, Zhejiang Xiameng's project with the international brand Ermenegildo Zegna in Italy has become a successful case of private enterprises taking the lead in going abroad, and also provides a valuable reference for the development of Chinese women's clothing.
(4) Keep an eye on the European and American markets
Europe and the United States are the largest clothing import regions in the world and one of my country's main export markets. In Europe and the United States, you can often see all kinds of Chinese women's clothing, whether in large supermarkets such as Wal-Mart, Kamart, or Target, or in specialty stores and discount stores scattered on the streets. Even in Macy's, known as "the largest department store in the world," some expensive women's clothing is marked "Made in China." Chinese companies have aggressively entered the European and American markets with high-quality and low-priced clothing. From important clothing trade exhibitions such as MAGIC Clothing and Accessories Expo, CPD Garment Trade Show, New York International Fabrics Show, New York International Women's Clothing and Apparel Show, etc., Europe and the United States are very important to China. The evaluation of women's clothing is also very positive.
Known as the "Fashion District", Manhattan's 34-40 Streets and 5-8 Avenues not only gather a large number of clothing importers, wholesalers and retailers, but also have some clothing display, trading and logistics centers. Chinatex North America, Chinese garment companies such as Jiangsu Sainty, Hongdou Group, and Jiangmei have also established "base areas" here.
(5) The comparative advantage of labor force is durable
my country’s comparative advantage of cheap labor force has been fully utilized in the garment industry. Therefore, the garment industry is one of the most internationally competitive industries in my country. . Relevant data show that in 2000, the hourly wage of my country's textile and garment industry was US$0.69, ranking 48th in the world, equivalent to 1/37 of Japan, about 1/20 of the United States and Western Europe, and 1/8 of South Korea; and other developments Compared with China, although the labor cost advantage is not obvious, the comprehensive qualities of our textile workers such as labor skills, diligence and organizational discipline are far superior to theirs. In particular, the labor force advantage in my country's central and western regions is far from being unleashed. With the advancement of western development, my country's labor force advantage will provide a steady stream of impetus for garment exports. Therefore, at least in the next ten years, under the premise of equal competition, my country's women's clothing industry will have considerable international competitiveness with low production costs and skilled labor skills.
Overviewing the current situation of China's women's clothing industry, it is not difficult to see that China's women's clothing has broad prospects and huge room for development.
3. Analysis of market and consumption trends of women’s brand clothing
(1) Market analysis of women’s brand clothing
After years of development, my country’s women’s clothing has basically It meets women's clothing needs, but only girls' clothing is relatively personalized. However, modern consumers pay attention to individuality in dressing and pursue their own style and perfection. Female consumers of all ages have increasingly higher requirements for brand clothing. This is The market has been differentiated. Consumers of different ages, different economic statuses, and different cultural backgrounds need different clothing. At present, there is a shortage of personalized clothing for all age groups such as the elderly and middle-aged in our country. Many consumers often cannot buy suitable clothes. Looking at the market in recent years, the top ten brands in the women's clothing market share mainly focus on young women's clothing. Mainly, the size, color and style are not suitable for middle-aged and elderly women.
Similarly, my country's current clothing market has few options for middle-aged and elderly people. Because the clothing market for the elderly is too monotonous, some middle-aged and elderly people cannot buy suitable clothes in the market, so they have to go to tailor shops to have them tailor-made, which greatly extends the time to buy clothes. With the advent of the new century, China's population over 65 years old has reached more than 93.77 million and will enter an aging society. Clothing companies must pay attention to this huge potential market.
(2) Consumption trend analysis
Judging from the fashion trends of women's brand clothing in recent years, consumption will shift towards personalization, leisure, diversification, fashion and branding. Especially for white-collar workers with a certain economic foundation and certain consumer tastes, they prefer brand clothing that is personalized, casual (such as the transformation from professional attire to casual professional attire), fashionable and has a certain reputation. Therefore, there will be two trends in the consumer market within a certain period of time: one is that the sales of high-end international famous brands will increase; the other is that mid- and low-end consumption will gradually shift to mid-range consumption.
In addition, as the clothing industry advocates a "green" and "environmentally friendly" style, more high-end "environmentally friendly fashion" has gradually emerged, such as expensive nano-anti-UV casual wear and marine chitin fiber knitted products. High-tech products from nature, such as products and aloe vera material underwear, are also a major trend in high consumption in the future.
In terms of style, in the future, women’s clothing consumption will not only take into account simplicity, generosity, and affordability, but also shift towards naturalness, comfort, and romance. In terms of texture, the best-selling clothing will have a higher “purity”, and pure wool, pure cotton, pure linen and even pure silk will become more popular. Clothes made from natural raw materials that are slightly processed will be very popular among consumers.
IV. Consumer Analysis of Women's Brand Clothing
(1) Analysis of Consumer Class:
As people's lives enter a well-off society, urban and rural residents have a higher interest in clothing. Demand has further increased, and the consumption structure has also undergone major changes: three different social levels of consumer groups have been formed:
a) Brand-name clothing consumer group:
This class includes foreign companies Staff, famous entertainers, self-employed people, farmer entrepreneurs, senior personnel of foreign-related institutions, financial circles, etc. account for about 0.61 of the total number of people, and consumption accounts for 3.
b) Mid-range clothing consumption level.
This level is mainly composed of working-class people in cities and wealthy households in rural areas, accounting for about 60% of the urban population and 20% of the rural population;
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c) Low-end clothing consumption layer.
They are mainly low-income earners, unemployed people and the main rural population in urban areas, accounting for about 25% of the urban population and about 60% in rural areas.
(2) Analysis of consumers of different ages
After years of development, our country’s women’s clothing has basically met women’s clothing needs, but only girls’ clothing is relatively personalized, and modern consumers Dressing pays attention to personalization and pursues self-style and perfection. Female consumers of all ages have increasingly higher requirements for branded clothing. This has caused differentiation in the market, with consumers from different age groups, different economic statuses, and different cultural backgrounds. Requires different clothing.
There are mainly three age groups of consumers:
a) Young women aged 15 to 25:
This age group The consumer group is mainly students and people who have just started working in society. Most of them are not economically independent or not completely independent. This group of people's pursuit of clothing standards is mainly based on fashion and novelty, and they are the fastest group to change clothing. They have a certain awareness of brands, but most of them cannot afford to buy famous brand clothing. They are the potential consumer group of brand clothing.
b) Young and middle-aged women aged 25 to 45:
Consumer groups in this age group have been working or have worked for many years and have a certain economic foundation and cultural literacy. , emphasizing the quality of life and paying attention to the taste of life. They believe that clothing is a symbol of personal taste and status, so they have higher requirements for it. This group of people is the main consumer group of brand clothing;
c) Middle-aged and elderly women over 46 years old:
The consumer group of this age group does not occupy a dominant position in social and economic activities. , the economic income is in the stage of recession or stagnation, the requirements for clothing are not high or cannot be too high, and they are not the leading consumers of brand clothing.
(3) Analysis of consumers in different regions
According to relevant data, at present, the per capita clothing consumption in North China and East China is 920 yuan and 790 yuan respectively, which is higher than that in the country. The average price is 521 yuan. Among them, Beijing, Shanghai and Guangzhou have the highest per capita clothing consumption capacity. Shanghai’s per capita clothing consumption has reached 1,587 yuan, while Beijing’s per capita clothing consumption has reached 1,387 yuan. The per capita clothing expenditure of urban households accounts for about 10% of the total expenditure, while The per capita expenditure on clothing of rural households accounts for about 6% of the total expenditure.
It can be concluded from the above analysis that young and middle-aged white-collar women aged 25 to 45 in large and medium-sized cities in economically developed areas belong to the main consumer group of brand clothing.
V. Clothing Market Summary
Based on the analysis in sections 2, 3 and 4 above, the following conclusions can be drawn:
1) There is a logistics environment and market development capabilities and design level, women's brand clothing manufacturers that can supply supporting fabrics have huge development space and strong development momentum;
2) Since domestic women's clothing brands have strong regional colors, there is no one that can Therefore, whoever can fill this brand gap in time will win the world of domestic women's brand clothing and be able to compete with famous foreign brands of similar clothing;
3) Because Among women's clothing products, the development focus of various brands is on girls' clothing. Middle-aged and elderly women's clothing lacks individuality, leaving a huge gap in the market.
Whoever can best meet the needs of consumers of different ages, different economic statuses, and different cultural backgrounds will gain the greatest space for development and achieve the greatest economic benefits;
4) Located in an economic Young and middle-aged white-collar women aged 25 to 45 in large and medium-sized cities in developed areas are the main consumer group of brand clothing;
5) Sales of high-end international famous brands will increase. At the same time, consumption of mid- to low-end products will begin. Gradually shifting to mid-range consumption;
6) "Environmentally friendly" high-tech products from nature will be a major trend in high consumption in the future;
7) In the future, women's clothing consumption will take into account simplicity. , generous and affordable at the same time, it will transform into a natural, comfortable and romantic direction.
6. Domestic women’s clothing market brand analysis (competitor analysis)
After years of development, Chinese women’s clothing has gradually formed the Han style, Hangzhou style, Cantonese style, Beijing style, There are several major sects such as Shanghai style, each with its own characteristics. For example, Hangzhou women's clothing has a strong Jiangnan water town cultural atmosphere; Guangdong style has a strong sense of fashion due to its proximity to Hong Kong and Macao; Han style is characterized by bright colors. Each region has its own distinctive characteristics, and after brands in each region have established a certain local climate, they all begin to enter target cities. But so far, there is not much difference in market share between the brands of each faction, and none of them has achieved scale and influence across the country.
In the mid-1990s, Han-style women's clothing quickly became popular across the country with its mainstream style of colorful, stylish, and professional casual wear, and became the mainstream fashion of domestic women's clothing for a while. However, with the rise of women's clothing in both the north and the south, Han-style women's clothing has gradually lost its leading position in the country. Now it is difficult to find brands representing Wuhan women's clothing in many shopping malls in major cities in the country.
In view of the factional situation in the domestic women's clothing industry, it is undoubtedly not comprehensive and objective enough to analyze a certain brand without being separated from the brand faction. The growth of any brand is inseparable from the influence of the regional industry environment. Therefore, we will now analyze the representative brands of the three factions of Hangzhou, Guangdong and Beijing, which are leaders in the women's clothing market, so as to find out what we can learn from the brand operation of "Siliya".
(1) Hangzhou Style Women's Clothing
Based on Jiangnan Commoners, Eternal Woman, Ancient Wood and Sunset Sheep, Romantic Outfit, Blue Love, Incense, Red Sleeves, Golden Years, Women's Diary, The top ten brands of Hangzhou style, led by Roman sentiment and Qiushui Yiren, rely on Hangzhou's cultural heritage and geographical advantages as well as the company's own advantages, and with the purpose of "popularity and fashion", they lead a group of Hangzhou's various styles with Jiangnan characteristics. Women's clothing brands have gone beyond regional limitations and gone nationwide.
1. Analysis of the top ten women's clothing brands of Hangpai
(1) Jiangnan Buyi
Brand style: romantic, natural and rich.
Brand culture: a lifestyle of "advocating nature and pursuing perfection". Fully interpret the concept of blending with nature.
Design positioning: a brand specially created for the "natural, healthy, perfect" lifestyle or urban intellectual women who advocate this lifestyle. The rich design language is a major feature of Jiangnan Buyi, and branches, leaves, flowers and plants have become iconic decorative patterns.
Consumer group: young urban intellectual women aged 20-35.
Color positioning: pursue calm and elegant environmentally friendly colors as the basic color system, with popular bright colors as embellishments. The colors are elegant and not blindly fashionable, but always fashionable.
Fabric selection: Use pure natural cotton, linen, silk and wool fabrics to interpret the design theme of "return to nature."
Brand series: including "JNBY", "Amoeba" Three major brands: "comb", "millet and wheat".
Other accessories: Based on the lifestyle of major consumer groups, the products designed and developed include clothing, footwear, bags, hats, scarves and other accessories. As well as home furnishing supplies.
Marketing method: Fully introduce the CIS image recognition system, adopt the franchise method, and have more than 300 franchise stores across the country.
(2) Forever Woman
Brand series: "Forever Woman", "Vera".
(3) Gumu Xiyang
Brand style: avant-garde contains conservatism, reflecting an introverted, impressionistic, narrative style without unnecessary decoration.
Design concept: Integrate personality into the environment, emphasize metaphor, and create a touching experience for the mind and body.
Origin of product name: a story. Many years ago, in my hometown, four teenagers liked to chat. One afternoon, it was summer, closer to dusk. They made a promise to remember to care about each other when they grow up, because the future cannot be seen clearly. The promise was called Gu, Mu, Xi and Sheep, taken from the names of four people. name.
Marketing methods: chain franchises, shopping mall cooperation, specialty stores, and counters. More than 200 specialty stores (counters) have been established across the country.
(4) Romantic outfit
Brand positioning: casual women's clothing with a strong pastoral flavor.
Color selection: Close to natural brown series.
Fabric selection: cotton, linen, knitwear
Marketing model: It is the first clothing brand in Hangzhou to propose the academic concept and the first to introduce the franchise chain model and achieve great success. . Annual sales reach more than 60 million yuan. Since 1998, it has established branches or offices in the United States, South Korea, Austria, etc.
Brand culture: The astringency of wormwood and lily, the tenderness of rose, the mysterious and leisurely woman of sandalwood, stepping on the ups and downs of music, a romantic life filled with European style. .
(5) Blue Qingqing
Brand positioning: a high-grade women's clothing brand that emphasizes individuality,
Consumer group: 25---35 years old White-collar women.
Design style: Personalized, simple and elegant professional ladies' clothing, simple and lively lines, slim and fitted styles, and exquisite handcrafts reflect the elegant temperament and chic style of fashionable women in the 21st century. The confidence to strategize.
Brand structure: It is mainly composed of single product series and related colors to form the continuity of products throughout the season.
Business status: The "Blue Qingqing" brand has more than 50 direct sales outlets in major shopping malls across the country. Moreover, franchised dealers are located all over the country, and a complete sales network has been established.
(6) Incense
Brand series: The main brands are "Xianxiang" and "Xiangfengege", the two major registered brands.
Consumer group: 20 -A 35-year-old urban professional woman,
Design style: Pay attention to nature, dignity, elegance, and at the same time have some just the right casual changes, simple and decent lines, slender and elegant shape, which not only expresses the maturity of urban professional women
The fabric colors are mainly black, gray and white, supplemented by lavender, pink blue, pink and bright yellow, full of the aura and vitality of nature.
Sales performance: sales outlets all over the country,
(7) Red Sleeves
Brand positioning: mid-to-high-end ladies' clothing for women who pursue a perfect life
Design style: "Simple, elegant and romantic"
Origin of product name: The word "Red Sleeves" comes from Bai Juyi's poem "Red Sleeves Weave Silk to Praise the Persimmon Died". This is the story of the great poet Bai Juyi who was the prefect of Hangzhou. It praises Hangzhou female craftsmen for weaving beautiful silk flowers with persimmon flower patterns.
Brand culture: Combining the trends of the new era and inheriting the traditional culture of Hangzhou, the English name of "Red Sleeves" is a kind of hope. and display, indicating a bright future for the Hongxiu brand.
Marketing scale: a modern women's clothing enterprise with an annual output of more than 700,000 pieces, and has built more than 200 specialty stores and counters in major and medium-sized cities across the country, and a retail network. All over Beijing, Changchun, Shenyang, Dalian, Qingdao, Jinan, Chengdu, Guiyang, Kunming, Wuhan, Nanchang, Fuzhou, Haikou and other large and medium-sized cities
(8) Golden Years
Brand positioning: a popular casual professional women's wear brand integrating leisure and fashion.
Design concept: People-oriented, creating a two-way integration between consumers and designers.
Brand series: The leading products are G-days brand casual wear, accessories series and other apparel products.
Marketing scale: Large-scale franchise chain operation has more than 160 chain stores in major and medium-sized cities across the country.
In 2003, four major theme costumes were launched: colorful, perseverance, Scorpio Butterfly, and fantasy legend.
(9) Women's Diary
Brand positioning: Girls' clothing with fresh and sweet style
Marketing model: Adopt franchising business model, national chain stores/ There are more than 100 counters.
(10) Qiu Shui Yiren
Brand origin: Jian Jia Cang Cang, white dew is frost. The so-called beauty is on the water side. "The Book of Songs"
Brand positioning: poetic, a brand that emphasizes poetry brings a ladylike elegance, softness, and graceful charm to women.
New summer products: Launched three series of urban beauty, European style and unisex fashion, with more than 100 sets of works. Urban beauty follows Qiushui Yiren's original style, fully displaying the soft and graceful charm of women; European style is a bohemian style full of femininity and fashion sense; neutral fashion is mainly simple and bright shirts and dresses.
New color series: A variety of colors have been launched, including fresh and fashionable beige, mysterious peacock blue, dignified and elegant dark green, coffee, classic black and white series, and those jumping, ethereal, deep The shades of red show off the charming and changeable style of women
Fabric selection: mostly knitted and cotton, chiffon crepe, stretch cotton, etc., with fine embroidery, printing, beautiful Lace
Business status: It is growing at a rate of 200 per year. In 2001, the annual output was 800,000/piece (set). Now it has opened more than 350 specialty stores and high-end specialty halls and counters in cities across the country.
2. Advantages of Hangpai women's clothing
First, the industrial base advantage. Hangzhou's economic aggregate ranks second among provincial capital cities in the country, with a relatively strong industrial foundation and abundant growth vitality. In particular, the textile and silk industry has always played an important role in the country.
The second is the group advantage of enterprises. According to incomplete statistics, there are currently more than 1,000 women's clothing manufacturing companies in Hangzhou, forming a relatively large industrial cluster. The number of clothing production and operating companies ranks first among major clothing cities in the country.
The third is market advantage. Hangzhou is an important distribution center for commodities and production factors in East China, and has a strong regional business platform function. Among them, clothing sales account for a larger share. Sijiqing Clothing Market is one of the largest clothing distribution centers in the country, with an annual turnover of nearly 10 billion yuan, covering major large and medium-sized cities across the country, and has thousands of sales outlets across the country.
The fourth is talent advantage. Hangzhou is the cradle of fashion design talents in the country. Universities such as China Academy of Art and Zhejiang Institute of Engineering train nearly a thousand fashion talents every year; five of the top ten fashion designers in the country are in Hangzhou.
The fifth is brand advantage. Hangzhou currently has more than 160 women's clothing brands, accounting for "half of the country". Silk women's clothing companies represented by Xihu Dali, Xidebao, and Wanshili, and Hangzhou-style women's clothing companies represented by Jiangnan Buyi, Blue Qingqing, Romantic One, and Qiushui Yiren, have a high reputation in the domestic clothing market.
Sixth is the advantage of the management system. Women's clothing companies in Hangzhou are basically private enterprises with very flexible operating mechanisms. In particular, some operators from fashion schools are designers and investors, and have strong innovation capabilities. In addition, local private capital is relatively abundant, which is conducive to capital and the focus of "knowledge".
Seventh is the strong support from the government. One outstanding manifestation is that everyone from the Secretary of the Zhejiang Provincial Party Committee to the Hangzhou Municipal Government has regarded the goal of "Chinese women's clothing in Hangzhou" as the focus of Hangzhou's economic development, and has provided support in policy and publicity. Zhejiang enterprises have always It is known for its collaborative operations.