Wuhan Garment Enterprises Have Built Their Own "Hilltops" After Stabilizing The Market

In addition to stabilizing the market position, Wuhan garment enterprises are opening stores one after another to seize the time to build their own mountains.

Recently, we learned that Taihe Garments opened 80 stores nationwide last year and will open 40 more this year; Giovanni Clothing is also trying to open stores this year; On May 25, Aidi Garments, a major garment exporter in Wuhan, opened its first living hall in Hankou, where there are not only underwear, home clothes
All domestic trade products, such as leisure T-shirts, have also added foreign trade products, such as ski suits and sportswear. According to the plan, Aidi will open five or six such living halls in three towns this year. A person in charge of Aidi Clothing said that this is just a small step to attack the mainland market, and plans to open 1000 stores nationwide as soon as possible.

The trend of brand change in shopping malls is the direct incentive for Wuhan garment enterprises to build their own mountains. In recent years, some shopping malls in Wuhan have improved their grades and launched a round of brand changes. Local clothing enterprises bear the brunt of the change tide. In addition to some already competitive brands such as Hongren, Taihe, Zormey, Giovanni, Aidi, and Maoren, most Wuhan clothing enterprises are facing the crisis of being dismissed.

On the other hand, some growing Wuhan garment enterprises need to establish brand image. "Shopping malls help to expand the consumer base, and specialty stores can display corporate culture, making it easier to create a unique brand image," said the directors of Aidi Clothing and Giovanni Clothing.

According to the initial investment, the investment of the franchised store is much more than that of setting up counters in the mall. Liang Weiming, the marketing director of Taihe Garments, told the reporter that, taking the Wuhan market as an example, including the store rent and decoration costs, the annual investment of a franchise store should be at least 200000 to 300000 yuan, and the more 400000 to 500000 yuan.

"Although in the mall, the initial decoration cost is only about 70000 yuan, but the heavy deduction and sales promotion pressure in the mall also make enterprises very tired. A general manager of a clothing enterprise told the reporter that although it only costs 70000 or 80000 yuan for each decoration, the store frequently adjusts the brand position, and the counter needs to be renovated once or even several times a year. He has spent nearly 26 million yuan for decoration in the past seven years.

Fu Jie, the head of Giovanni Clothing, said that shopping malls and specialty stores should attack at the same time. Moreover, opening a franchise store should not be blind. It needs a series of conditions: for example, clothing brands have considerable market popularity and influence, which can attract customers to buy; The product series are rich and diverse, which can be displayed in the whole store; The management level should also be in place, otherwise the enterprise will be busy with management and have no time to shape the clothing brand and improve the quality.