Wenzhou Clothing Re Enters High-End Shopping Malls

The big clothing market only plays the role of dressing for others. In the manufacturing environment after 2008, this dilemma makes Wenzhou clothing enterprises feel the pressure of profits. In the new era, many famous local clothing brands choose to return to the high-end department stores and start a brand rebuilding tour. Insiders believe that Wenzhou apparel With the help of medium and high-end department stores to expand brand awareness, though faced with various difficulties, it is undoubtedly an effective way.

　　 Return to department stores and build brands

Recently, a reporter visited Wenzhou Yintai department store to find that the brand of flangton, which is under the banner of wedding bird clothing, the French brand of another clothing company, the local women's clothing JJOTT and Jessie Lai all set up a striking store, and become a new favorite of shopping malls. In the Kai Tai Department store, Wenzhou's local clothing brand began to cut its outcrop. Ochiry women's clothing was once hot.

Before that, though many in Wenzhou. Clothing brand Enjoy a high reputation, but in the local high-end shopping malls, local brands are rare, and some are even zero. The reason for this strange phenomenon is that a staff member of the planning department of a high-end shopping mall in the city told reporters that the brand of Wenzhou clothing has not been seen for a long time in the impression. She believes that this may be related to the lack of popularity of Wenzhou clothing.

In the 90s of last century, Wenzhou clothing brands took the lead in local department stores. After 2000, as the clothing of foreign brands entered China in large numbers, Wenzhou costumes won no longer win at a low price. In order to reduce the intermediate links, many Wenzhou clothing enterprises have been evacuated from the major shopping malls in the whole province, and some have simply opened their own stores.

Ceng Shengzhong, chairman of China good days clothing group company, admitted that it is not easy to enter high-end shopping malls, and to give royalty to shopping malls, plus taxes and labor costs, unless business is very hot, otherwise it will be difficult to make profits.

"The first big brands abroad, followed by a large number of foreign second-line brand influx of Wenzhou, the momentum of these years is too fierce." Zheng Chenai, President of the Wenzhou clothing trade association, said that taking the Danish women's brand ONLY, which sold well in the past few years, as an example, once sold in Yintai for one month, it could sell 1 million yuan without promotion, while a warm women's clothing brand usually had only 2.3 million yuan per month, even if it had promotions, it could be up to only $5. 6 million.

In recent years, the tide of market and industry consolidation have made Wenzhou's brand sense of clothing constantly strengthened. This is welcomed by many people in the industry.

　　 Promote Brand awareness Is the key

Despite the fact that these high-end local department stores have seen "made in Wenzhou" in recent years, the number is relatively small, which reflects the weakness in the overall marketing of Wenzhou apparel.

Lu Yishu, manager of Planning Department of Wenzhou World Trade Department, Yintai department, told reporters that compared with international brands, the price of domestic brands may be more affordable. Some of the products are well made and their fabrics are very good, but they are not known by the public because they are not well-known for their international brands.

This situation comes from the consistent position of "heavy manufacturing and light circulation" in Wenzhou clothing enterprises. The manufacturing technology of Wenzhou dress is relatively advanced and mature. Many clothing enterprises use Japanese brothers, Japanese heavy industries, German DUP and American hundred floats and other advanced machines to make machines, which is a gathering place for international famous brand OEM processing. But in the clothing enterprises of Wenzhou, there are less than 100 enterprises that really create brands, and almost the whole industry is making clothes for others.

Zheng Chenai disclosed that many of the world's top men's clothing brands favored Wenzhou's manufacturing process. World famous brands such as Armani, Zegna, Versace, Gucci, SARAR, Martha, Montagut, diano, and Arnold Dadun were all cooperating with Wenzhou garment enterprises. More than half of the top 10 Top Men's clothing brands in the world are in Wenzhou. Even the style design comes from Wenzhou enterprises, and then processed by Brand Company, and then processed by another dragon. It can be said that Wenzhou clothing reinvigorated its strength.

Zheng Chenai introduced that there are at least 500 domestic and international shoes and clothing brands in Wenzhou's local brands plus Wenshang agents, with an annual turnover of several billion yuan. But whether it is publicity or brand image shaping, Wenzhou clothing in the eyes of consumers often stays in the concept of manufacturing. In order to rise again, Wenzhou clothing must reverse this concept and build its own brand.

Xu Zhiyong, chairman of Zhejiang snow dress limited company, believes that Wenzhou's clothing is rich in type and its structure is very plump. But overall, the influence of Wenzhou's clothing area is still weak. To build a regional brand, Wenzhou must develop the "intermediate force" of Wenzhou clothing.