"2014 Wenzhou Clothing" Restores Local Brand Tour With Department Stores

Since P 2000, there are few local brands in Wenzhou in the middle and high-end a href= "http://sjfzxm.com/news/index_s.asp" > department store "/a".

Many of the foreign brands that occupy the dominant position in the local market are processed in Wenzhou.

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< p > 13 years ago, Wenzhou played a regional slogan "wearing Wenzhou".

At present, there are more than 2000 garment enterprises in Wenzhou, producing about 10% of the country's clothing, 17 well-known Chinese trademarks and 9 famous Chinese brands.

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< p > 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.

According to the insiders, Wenzhou clothing is expanding its brand awareness by means of high-end department stores. Although it will face various difficulties, it is undoubtedly an effective way.

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< p > < strong > return to the department store and build the brand < /strong > /p >

< p > recently, the reporter visited "a href=" http://sjfzxm.com/news/index_s.asp "Wenzhou Yintai department store" < /a > found that the brand of flangton, which is under the banner of wedding bird clothing, the French brand of another dress enterprise, the native dress JJOTT and a href= "http:// sjfzxm.com/news/index_s.asp" > Jessie Lai "/a" all opened a bright store, and became 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.

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Before P, although many clothing brands in Wenzhou enjoy high reputation, there are few local brands in the local high-end shopping malls, 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.

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< p > in the 90s of last century, the "a href=" http://sjfzxm.com/news/index_s.asp "Wenzhou dress brand" /a accounted for the largest part of the 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.

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< p > > a href= "http://sjfzxm.com/news/index_s.asp" > Ceng Shengzhong, chairman of China good days dress Group Co., Ltd., 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 win.

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< p > "first the big brands abroad, and then a large number of foreign second-line brands are pouring into Wenzhou. The momentum has been fierce in recent years."

Zheng Chenai, President of the Wenzhou clothing chamber of Commerce, said that a good Danish dress brand ONLY, which had been sold well in the past few years, had been sold to 1 million yuan in one month of Yintai without promotion, and a warm women's clothing brand was only 2.3 million yuan per month, even if it was promoted, the maximum was only 5. 6 million yuan.

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< p > in recent years, the tide of market and industry consolidation has made Wenzhou's brand sense of clothing constantly strengthened.

This is welcomed by many people in the industry.

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< p > < strong > enhancing brand awareness is the key. < /strong > < /p >

< p > although in recent years, the local high-end department stores have seen "made in Wenzhou", but in general, the quantity is relatively small, which reflects the weakness in the overall marketing field of Wenzhou clothing.

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< p > > a href= "http://sjfzxm.com/news/index_s.asp" > Lu Yishu, manager of Planning Department of the state World Trade Center, 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.

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< p > this situation comes from the consistent position of Wenzhou garment enterprises that "heavy manufacturing and light circulation".

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.

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< p > Zheng Chenai revealed that many of the world's top men's clothing brands favor Wenzhou's manufacturing process. Armani, Zegna, Versace, Gucci, SARAR, Martha, Montagut, diano, and Arlen dadton are all working 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.

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< p > Zheng Chenai introduces that there are at least 500 domestic and international shoes and clothing brands with less than a href= "http://sjfzxm.com/news/index_s.asp" > Wenzhou local brand < /a > plus Wenshang agent, 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.

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< p > > a href= "http://sjfzxm.com/news/index_s.asp" > Zhejiang snow music Clothing Co., Ltd. < /a > chairman Xu Zhiyong believes that Wenzhou is rich in style and has a very rich structure, but as a whole, the regional influence of Wenzhou clothing is still weak, and it has no reputation, so it is difficult to reach the elegance of high-end department stores.

To build a regional brand, Wenzhou must develop the "intermediate force" of Wenzhou clothing.

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