From obscurity to clarity: a rising force in Humen Clothing brand

It is understood that there are more than 6000 kinds of clothing brands in Humen, of which 90% are women fashion clothes. Among the hundreds of well-known brands, 80% are women's clothing, and 250 million are sales of fashionable women's clothing. The export volume reaches 30%, and the total sales amount is as high as 15 billion yuan RMB.

From no cards to OEM to self created brand names. Humen clothing With their sweat and wisdom, they have come to a road of fashion and wealth.

In fact, the brand of Humen clothing is also very bumpy. Qin Yingfu, Deputy Secretary General of Humen clothing association told reporters about such a story: in the late 80s of last century, a woman opened a clothing store in Humen, and all the shops in Hongkong were dressed in Humen, and the business was very hot. Once the shop door just opened, a crazy customer opened his arms and went over to the shop. He said loudly, "all the clothes that my hand touches is mine." Crazy customers have made a large number of garment enterprises in Humen. A friend who opened a shop revealed that her monthly sales could reach 300 thousand -40 yuan.

Insiders pointed out that Humen Brand awareness The reason why it has not been strong is that because of its close proximity to Hongkong, its goods are changing rapidly and business is booming. In the late 80s and early 90s, even Hongkong had no brand awareness. At that time, people only knew that hanging models on clothes were very attractive, so they took pictures of models and sealed them in an exquisite way. They put an eye on them and hung them on clothes. This is the original "brand". In fact, the original logo of Humen brand is imported from Hongkong.

In 1995, Zhong Yuan Quan, who was then mayor of Humen, mobilized government officials to do ideological work for the enterprises: converting the trademarks sold on catties to brands, he said, "trademarks are not registered but registered."

At that time, brand awareness in Humen could only be considered "hazy". However, we can feel the gradual awakening of Humen's clothing brand awareness from the progress of fashion expression. Before the Humen fair, there was little "brand behavior" because of the lack of contact with the media and government. When Humen wanted to push the seven brands in 1996, some people helped design trademarks, product brochures, and at that time were very advanced VI designs. Formal brand behavior was officially seen in the market.

In order to realize the brand ideal, the government has decided to guide the enterprises in concept. The biggest move is the government's investment to allow enterprises to participate in Beijing's CHIC, Dalian's clothing festival and other national exhibitions, booth fees, model fees, stage production and so on. The advertising cost of the exhibition adds up to several million. In this way, "the government set up the stage and the enterprises sing the opera", the enterprise can get a bit of "brand influence". After this experience, the brand awareness of Humen enterprises has a "qualitative" leap.

Today, brand strategy has become the consensus of many garment enterprises in Humen, and this consensus is constantly emerging, which is producing one after another clothing brand.