The ingenuity of the initial Hang Pai women's Jiangnan cloth behind those things

Recently, two messages by friends have been screened.

One, the Chinese designer brand fashion Jiangnan Cloth is listed in Hong Kong. In 1994, with the idea of ​​designing a dress that can be worn for a lifetime, the Hangzhou girl created the women's clothing brand Jiangnan Cloth, and now it has become a new luxury in the fashion industry. Under the banner of “Better Design, Better Life”, based on the characteristics of cotton and linen, the original consumers will be turned into hardcore fans to create their own “Internet +”, which has occupied the main designer in the country. The brand market share is nearly 10%, and the contribution value of fans has increased from 40.2% in 2014 to 56.7% in 2016.

On the other hand, Metersbonwe, which does not take the usual path, closed more than 1,500 stores in three years. In the transformation, Smith Barney has placed too much emphasis on product categories, scale expansion, and eyeballs. The store once expanded to 5,220, and the three-story small building at the Yan'an intersection in Hangzhou is evidence. However, with the rise of e-commerce, homogenous competition, and rising land, labor, rents, etc., the number of stores has dropped sharply, and some people have predicted that Meibang will die.

Comparing the two, it is not a matter of careful study of the things behind this. A piece of cloth, a Hangzhou niche brand, stands out among the thousands of clothing brands. This is by no means a coincidence. Whether it is elaborate design or coincidence, Jiangnan cloth has at least done the following things.

Cater to the pace of consumption upgrades. From 2011 to 2015, the income growth of urban and rural residents is faster than the growth rate of GDP by about 1 percentage point. The concept of life of modern urban residents has changed greatly with the increase of income, and has shifted from imitative-type consumption to personalized quality. It is extremely important to consume and cultivate a group of Chinese “uniqlo” brands. At present, consumers pay more attention to the quality of life. For the requirements of clothing, price is no longer the primary consideration, brand loyalty is gradually rising, and the order of materials, styles and environmental protection is more advanced. The lifestyle of Jiangnan Cloth “advocating nature”, the fabric material of cotton and linen texture and the brand attitude of “Joyfulnaturalbeauteousyourself” also fit the needs of modern urbanites.

Concentrate on a piece of clothes. In the process of transformation, some traditional enterprises are still obsessed with “expanding the scale” and forgetting the “initial”. For example, LeTV has started from the film and television industry and has extended its reach to mobile phones, television, automobiles, finance and other fields by means of “burning money”. The auxiliary industry, which relies heavily on investment, is profitable and the main business is not strong enough. This is undoubtedly intensified. The risk of corporate capital chain breaks, news about LeTV's financial difficulties is often reported. On the other hand, Jiangnan Cloth, which is engaged in R&D, design, brand management, and marketing, accounted for more than half of the professionals. In recent years, the product audience has expanded from Mori to urban white-collar workers. The design style has added a bold element to the original simple low-key, and the sales interaction emphasizes the online and offline full-channel operation. Although it also has different positioning brand lines such as Less, sketch, jnbybyJNBY, but the women's block is still the main source of brand revenue, accounting for about 75%.

Go out with cultural elements. The golden period of relying on price advantage to open up the market has passed. Zhejiang culture has integrated overseas services and has become a magic weapon for some export enterprises that have successfully transformed themselves. At present, Jiangnan Cloth has stores in the high-end shopping malls such as Galeries Lafayette in Tokyo, Takashimaya in Tokyo, and Mitsukoshi Department Store. There are more than 30 overseas stores, and the brand is well received. In the export products of Jiangnan Cloth, the innovation incorporates the apricot flower rain, Yangliufeng, Qingluo Mountain, jasper water, fresh and graceful, simple and simple, and other Jiangnan characteristics, while fully absorbing the use of overseas fashion elements, high-end design talents and advanced The management concept is now in the world of fashion.

In the longer term, we have also seen many Zhejiang fashion-style towns, such as Yihang’s Yishang Town, the brothel’s sweater town, and Datang’s socks town, which are integrating traditional industries into fashion elements. Turning low-small enterprises into innovative enterprises, specializing in design and development and market development, and realizing the nirvana of traditional brands, these may be another "Jiangnan Cloth."

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Editor in charge: Li Xuetian

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