Hangzhou sent women's brand enterprises against the market bull trend is expanding

Recently, a women's specialty store named "FIRST VIEW" (New Vision) has frequently appeared in commercial streets such as Hangzhou Wulin Road. This is another upgraded brand launched by the “Yueshui Yiren” following the successful operation of “COCOON” (Kooni). At this point, in just one year, two upgraded brands of Qiushui Yiren have opened 15 stores in the Hangzhou area.

Compared with Qiushuiyiren, "COCOON" and "FIRST VIEW" are separated from the market positioning of the original Hangzhou Women's Wear.

"Chong Shui Yi Ren," the person in charge and the design director Ying Cuijian said that in terms of design power, both upgraded brands are completely in sync with the product design and international fashion of internationally renowned design companies, except that "COCOON" tends to be elegant and fashionable. "FIRST VIEW is avant-garde leisure; fabrics and materials are also purchased from abroad. Of course, the added value of the two upgraded brands is much higher than that of the original brands.

“The Qiushuiyiren” is positioned as mid-range women's wear. The annual retail price of clothing ranges from RMB 300 to RMB 500 per item, and the average price of two upgraded brand winter clothing is around RMB 1,500.”

According to sales statistics of Qiushuiyiren, the overall sales of the three brands will increase by 55% this year, and the sales volume of single stores will increase by 15%.

Jiangnan Buyi founded the men's wear brand “CROQUIS” in 2005. Currently, the two brands “JNBY” and “CROQUIS” have already opened their stores overseas. Even in this year when the economy is generally sluggish, it is expected that the annual sales of the two brands will increase by 10% to 15% year-on-year. According to Li Lin, the company’s design director, the operation of “JNBY” is very mature. The main force in the future will be the “CROQUIS” men's brand.

"In recent years, the women's apparel enterprises established in Hangzhou in the early years have gradually upgraded their products and brands," said Meng Ping, secretary general of the Hangjia Women's Chamber of Commerce in Hangzhou. For example, "Gumu Xiyang" founded "OTT" and "Blue Portrait" was founded. "EOTVOS" (Akio) is a "one-on-one" form that has helped womenswear companies successfully achieve industrial upgrading.

Following the successful entry into the Russian and Japanese markets, last year, "JNBY" opened stores in Hong Kong and Vancouver, Canada, under its own brand and began to challenge new heights.

Meng Ping said that Hangzhou women's clothing enterprises initially completed capital accumulation, and more and more women's clothing enterprises in Hangzhou began to integrate resources worldwide. For example, the design came from top-ranking France, Britain, and Italy. The company’s image identification system was based on Hong Kong’s Fabrics and materials are from South Korea.

"In terms of sales, with the successful upgrade of women's products and industries in Hangzhou in recent years and after successful domestic sales, some clothing brands have begun to extend their reach abroad," said Meng Ping.

At present, "JNBY" and "CROQUIS" have developed more than a dozen stores in Japan, Russia, Singapore, Hong Kong and other countries and regions.