Does Han Apparel "Generation II" Succession Bring Great Changes?

Han school clothing has had a brilliant time. In the 90s of the last century, the Han school outfit headed by Ether was the first to take the brand line. In 1997, Taihe Garments asked Yan Ying to do a brand endorsement on CCTV. She immediately opened her name and every household knew the Chinese brand. However, a few years later, disorderly competition disrupted the pattern of Han sentiment.

Due to the low threshold of the apparel industry, there are all kinds of companies at one time, low-cost competition, and imitating each other. The Han school clothing has become synonymous with "imitation version."

There are only one clothing company in Hubei that has sold 500 million yuan annually, and Zhejiang has 7 companies that have exceeded 5 billion yuan. How does Han School Clothing find its place in China? Zhao Herong, president of the Wuhan Garment Merchants Association, spoke of the Han sentimental company and sighed: "Each year we make a million yuan to satisfy, we don't have a group, and the old idea of ​​not developing a brand is the crux of the Han school."

Second-generation enterprises bring hope Now, in Wuhan more than 1600 fashion apparel companies, the company established in the late 1980s, is entering the "second generation" succession stage.

Chen Fei, the general manager of Wuhan Herong Garments Co., Ltd., is a Shanghai native. He was admitted to Shanghai International Studies University to study German. After graduation, he studied business management in Saarland, Germany. Today, this company, which was founded and operated by Chen Fei's father for more than 20 years, has been fully handed over to the young couple. Chen Fei said: “I share with my wife both inside and outside: my wife is the chief designer and I manage the operation. It is up to me to operate independently and the ordering volume has doubled over previous years."

“He Rong was founded by my father-in-law, Zhao Herong. He opened a store and set up factories in Hanzheng Street in 1992. There are still our facades up until now. We used to do low-end products and engage in wholesale. The current status is in wholesale and agency. There are 30 shopping malls in China, and more than 20 provincial-level agencies, and there are two brands, Eisdene and Schleiden, which are women's wear.The cotton and down jackets are our flagship products, positioning is about 35 years old. Middle- and high-income mature and intellectual women, and the line of business and leisure, especially in cotton, we are leading in the country, with an average price of 800-900 yuan per item, and a hair collar of 1,500 yuan.”

Apparel is a brand new industry for Chen Fei. It has been serving German companies accustomed to high demands and systems. After coming to Wuhan, he found that the income here was not particularly high. He should not be too demanding what others should do. He must combine institutionalization and humane management.

“My main job now is sales and business management. Regardless of production, entrepreneurs from the “after 80s” will not be involved. The director of fashion design is my wife. She often goes to Italy, France, etc. We are very serious about doing things. In accordance with international trends, we have established our own style. We have designed winter clothes throughout the year, designed more than 300 models, and promoted some successful models. In Wuhan, no one can compete with us.”

The next major task of Chen Fei is to examine terminal customers and pave the way for the establishment of a proprietary system in the future. He said: “It is very important for the boss to think about clothing. The last generation was busy making money and not systematically productizing. This would require us to complete what kind of food and provide customers with package services. He believes that long-term development can only be achieved if the system is sound.

The new boss's eyes are not inferior to the bosses of the previous generation. The new boss's ** has generally improved, and about half of them have studied abroad. The new headmen showed a "heavy feeling" that did not agree with their age. They faced the problem of Han school clothes: they were more cruel than the competition they faced in the 1980s. They can no longer rely on plagiarism or copying.