Hangzhou Women'S Clothing Surfaced &Nbsp In The Domestic Clothing Industry; Five Big Weaknesses Restrict Development.

Since the beginning of 90s, after years of development, Hangzhou women's wear Gradually in the country Garment industry The influence of Hangzhou women's clothing is increasing day by day. Hangzhou women's clothing has the unique style of "fresh but not casual, casual but not frivolous, graceful and fashionable," which has been accepted by domestic consumers. Hangzhou women's clothing industry has entered a period of rapid development. The Hangzhou municipal authorities have seen this trend. In order to develop the urban industry suited to the city character of Hangzhou and cultivate Hangzhou's new economic growth point, the Hangzhou municipal government put forward the strategy of building "China's women's clothing capital" and decided to shape the brand of "Chinese women's dress watching Hangzhou". For this reason, a leading group of women's clothing industry was set up to formulate and implement the development strategy of Hangzhou women's clothing. Hangzhou women's clothing entered a period of rapid growth. As a close attendant and participant of the development of Hangzhou women's clothing, we are delighted about the flourishing development of Hangzhou women's clothing. Meanwhile, we must also see that there are still many problems in Hangzhou's women's wear. Hangzhou's road to build the "Chinese women's clothing capital" is still tortuous. Seriously reflecting on the Hangzhou women's clothing, from the perspective of marketing, the author thinks that there are five weaknesses in the Hangzhou women's clothing, which must attract enough attention from the women's clothing circles in Hangzhou.

First, the overall promotion of Hangzhou women's clothing is strong and individual brand building is weak.

According to the statistics of relevant materials, there are 2456 women's clothing manufacturers in Hangzhou, and the annual output value has reached about 4000000000 yuan, which has formed a huge industrial cluster. Due to the high attention of the Hangzhou municipal government, the overall promotion of Hangzhou women's wear is very impressive. Since the 2000 Hangzhou women's clothing made a whole appearance in the city, the overall image of Hangzhou has been created. Each year's "China International Clothing and Accessories Fair", the Hangzhou municipal government has participated in the exhibition. Whether it is the selection of Hangzhou women's dress ambassador or the Hangzhou women's wear culture development forum, the overall promotion of Hangzhou women's wear is excellent and in place. However, behind the bustle of the overall image of women's clothing in Hangzhou, the brand building of Hangzhou women's clothing enterprises has not received enough attention. The understanding of brands in Hangzhou women's clothing enterprises is very simple. The design of logo and name is brand building, and there is a lack of complete understanding of the rich connotation of the brand. Brand promotion activities are also limited to casual fashion shows. Hangzhou women's clothing is more focused on short-term promotional activities, and rarely seen Hangzhou women's clothing enterprises engage in conscious brand promotion activities. This is the biggest weakness of Hangzhou women's clothing. The overall image of Hangzhou women's clothing is not equal to the image of Hangzhou women's clothing brand. The overall promotion of government organizations can only create and improve the marketing environment of Hangzhou women's clothing, but it can never replace the brand building of Hangzhou women's clothing enterprises. Clothing is the most exquisite brand industry. Consumer clothing is more consumer brand. Therefore, brand is the foundation for women's clothing enterprises. Therefore, Hangzhou women's clothing enterprises should seriously examine their brands and take the positive attitude to brand building in the first place of enterprise development. Only in this way can Hangzhou women's clothing enterprises get their proper position in the fierce competition in the clothing market.

Two, Hangzhou women's clothing brands are still lacking in strong brands.

People who are familiar with Hangzhou women's clothing know that the number of women's clothing brands in Hangzhou is absolutely massive. In the articles about Hangzhou women's clothing and the government communique, we often see this sentence: "there are more than 160 women's brands in Hangzhou, which occupy half of the National Women's clothing brand." The implication is that many women's clothing brands in Hangzhou are the advantages of Hangzhou women's clothing. This is a great misunderstanding of brand marketing. The number of brands is not equal to the strength of brands. If a group of sheep meets a wolf, it will be defeated. Hangzhou women's clothing brand has indeed formed a group, but from this brand group, we have not seen a strong brand. In the past years sales list, we still can hardly see the shadow of Hangzhou women's clothing. The influence of Hangzhou women's clothing brand is still very limited. It is unthinkable to create "Chinese women's clothing capital" and let the "Chinese women's clothing look at Hangzhou". Only a brand group without a strong brand is unimaginable. In order to gain more development in the market, Hangzhou women's clothing must cultivate their own brand and make it a strong brand, so as to continuously enhance their core competitiveness. In other words, Hangzhou women's clothing can not be satisfied that they are a group of sheep, but to become a wolf in the market, the forging of strong brands is the only way for the development of Hangzhou women's clothing. {page_break}

Three, women's clothing enterprises in Hangzhou tend to be less conscious in designing and operating.

Hangzhou women's clothing once vigorously advocated the concept of "Hangzhou school", even the concept of "academics". This formulation has its historical origin. It can be said that the rise of women's clothing in Hangzhou benefited from the professional design talents of the professional institutes of clothing design, such as Hangzhou's The China Academy of Art and Zhejiang engineering college. Many of the business owners of women's clothing enterprises in Hangzhou have the background of college design. It is also these women's clothing enterprises with a college background who have created the Hangzhou style of women's dress which is "fresh but not casual, casual but not frivolous, graceful and fashionable." this is the success factor of the rise and development of Hangzhou women's clothing. It is undeniable that this is indeed an important advantage of Hangzhou women's clothing. However, everything has its opposite side. Hangzhou women's wear has achieved initial success with the help of the college's background. When Hangzhou women's wear wants to get bigger development, the original design background is likely to become an obstacle to further development. Because of the design background of Hangzhou women's clothing enterprises, Hangzhou women's clothing enterprises show a tendency to be too fond of design or brand, and even have a crush on women's clothing, but can't see the change of consumers and market demand. In marketing terms, the marketing myopia of Hangzhou women's clothing is quite common. On the contrary, the garment enterprises in Wenzhou and Ningbo, which are located in Zhejiang, Hangzhou, are mostly businessmen. Therefore, they are more sensitive to the market and show more market-oriented operation wisdom. Therefore, a large number of garment enterprises with strong market influence have emerged in Wenzhou and Ningbo. Therefore, the women's clothing enterprises in Hangzhou must abandon the pure design concept, abandon their fascination with their clothes, operate the Hangzhou women's clothing with the overall management attitude and concept, strengthen their marketing and management consciousness, and then be able to get out of the small family in the early stage of the business, and constantly develop the Hangzhou dress brand.

Four, the circulation of women's wear market in Hangzhou is strong and the marketing channel construction is lagging behind.

An important understanding of Zhejiang is that Zhejiang is a small province of resources and a big province of the market, and its professional market is spread all over Zhejiang, playing a positive role in the circulation of commodities in Zhejiang. To observe the women's clothing industry in Hangzhou, the professional market is indeed very developed. Hangzhou Sijiqing is a well-known clothing wholesale Street in the whole country. It has gathered a large number of wholesale clothing markets, such as Sijiqing's clothing market, Suzhou Hangzhou clothing market, the green fashion dress city, the Hangzhou power clothing market, Hangzhou boutique clothing market and the new Hangzhou fashion city, which has a great impact on the garment industry of Hangzhou and Zhejiang. Sijiqing has become an important distributing center for women's clothing in Hangzhou, which has greatly promoted the development of Hangzhou women's clothing. However, in the development of the professional market, we also see that the construction of marketing channels of Hangzhou women's wear enterprises is lagging behind. Hangzhou women's clothing is so dependent on the professional market that most Hangzhou women's clothing enterprises do not attach enough importance to the construction of the channel. Hangzhou women's clothing focuses more on the design and production of clothing, but little attention is paid to the construction of a perfect marketing system and marketing network. This causes the Hangzhou women's clothing to rely heavily on external resources. Once there is any trouble, it will be difficult to resist the influence of the market. Many women's clothing companies in Hangzhou do not even have their own marketing departments. They rely entirely on orders from the wholesale clothing market, or rely on wholesale markets to sell them. This greatly restricts the further development of women's clothing in Hangzhou. Therefore, in order to achieve greater development in Hangzhou women's clothing, in addition to continuing to use the powerful radiation power of the specialized wholesale market, we should set up our own marketing department and create our own marketing channel, so as to build up the marketing competitiveness of Hangzhou women's clothing.

Five, Hangzhou women dress attaches importance to individual clothing styles but lacks the overall brand style and spirit.

As we said before, the background of Hangzhou women's clothing enterprises is mostly designed. Therefore, Hangzhou women's clothing enterprises are more concerned about styles. Each fashion season is full of styles of Hangzhou women's wear brands, which has become a feature of Hangzhou women's wear. However, as Hangzhou women's clothing is more important than design, Hangzhou women's clothing lacks an accurate understanding of the brand. In many styles, we can hardly see the style and spirit of this brand. Most brands give people the same impression. In addition to the common faults in the clothing industry, the most fundamental reason is the lack of connotations of the brand of Hangzhou women's clothing. There is no doubt that the fashion trend is different every year. The styles of clothes are changing all the time. Clothing enterprises must keep abreast of changes in the market and constantly introduce new styles to incorporate fashionable elements into clothing products. However, this can not be used as an excuse for Hangzhou women's clothing brand without a relatively stable style. Because of the diversity and variability of women's clothing styles, if we want to continue to catch consumers and win the favor of consumers, we must integrate the brand's inner style and spirit into fashion styles. Only in this way can we establish a brand with market influence. We can see that the spirit of some clothing brand advocates is deeply rooted in the minds of consumers. The most typical is the domestic men's clothing brand "seven wolves". Through the continuous shaping of the "wolf race" culture, the "seven wolves" have built up strong brand differences. These are not simply conveyed by the style, but only under the leadership of the "wolf clan" spirit and style, they can guide consumers to feel the style and feel the brand. Therefore, in order to build a strong brand differentiation advantage, Hangzhou women's clothing brands must have their own brands bearing a style and a spirit, convey a culture, let the brand style and spirit guide style design, and let the design become the carrier of brand style and spirit. Only in this way, consumers can love the brand and thus be able to buy the brand. Therefore, Hangzhou women's clothing should not only attach importance to the design of clothing styles, but also pay attention to building an overall style for the brand and advocating a brand spirit so as to make Hangzhou women's wear brand bigger and stronger.