Foreign Trade Clothing Enterprises "Electric Shock" &Nbsp; Hangzhou People Buying Clothes Will Change.

09, 21, every time I pass by.

This was the earliest one in Hanover Weill opened in three stores in Hangzhou.

The concept store area is about 100 square meters. The overall positioning is shopping and leisure. The facade is a modern metal feel space capsule design, the clothing is mostly the company's own design brand, punk shape with uninhibited and alternative.

In the evening, the store is still a cultural and entertainment space. Cultural people gather here to discuss skills and fashion trends, and when they are interested, they can still drink a few cups with dynamic music.

Now, this street corner has become a sad memory of Hanlong weil.

Close doors, no signs of closure, leaving passers-by with endless speculation.

Domestic trade "Waterloo"

Autonomy

"This is indeed my failure.

Very tired, very helpless. "

When he said this, Qin Guoliang, chairman of Hangzhou Hanlong Weier Garments Co., Ltd. was very sad.

Founded in 1988, the old foreign trade clothing enterprise is a European style leisure clothing company integrating design, development and production.

When the market is good, hundreds of new developments, hundreds of processing plants, tens of thousands of processing teams, tens of millions of dollars of export products every month.

In late July 2005, quite a few in Zhejiang.

However, by the end of last year, these stores did not get much improvement. Tens of millions of dollars had to be invested. Finally, the stores could only be closed down.

"The prospect of foreign trade clothing turning into domestic sales is attractive and the risk is not small, because after all, it is not familiar with the market, and all aspects of energy can not keep up with it."

Qin Guoliang said, after the event, foreign trade enterprises also have their own advantages, such as more opportunities to contact foreign businessmen, relatively standardized operation and production, which may be more in line with the appetite of picky customers.

This strengthened their determination to concentrate on foreign trade.

Domestic trade in Waterloo, independent original brand, but also in the boudoir is Qin Guoliang's pain.

And tradition

In the eyes of most people, Qin Guoliang is too idealistic and not convinced to the market, so it inevitably faces the choice of survival of the fittest.

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Stripped factories to light up, focus on R & D and market

The hardest financial crisis, Hanlong Weil has come, but now mixed with labor shortage, rising cost of raw materials, appreciation of the renminbi, declining orders, let Hanlong Weil feel cold.

The headquarters of Lu Yu Da building, Hangzhou stadium, has gone through a tunnel like circular archway, which is the design and development headquarters of Hanlong Weill. However, compared with the past, the peak season is slightly deserted, and the 1200 square meters of open space is resounding with deep rock.

"Now the order has slipped, but it is a good time to adjust the company's business strategy."

Hanlon Will, deputy chief Chen Ping, told reporters that the foreign trade company's employees had been very volatile recently. The company also took the opportunity to streamline its staff and streamline it from the most more than 100 to 40 people.

Unlike many foreign trade clothing companies, there is no sewing machine here. There is no operator. There are only a pile of design drawings and samples.

"Now all the company's orders are outsourced."

Chen Ping said the decision was made after the outbreak of the financial crisis and has now been implemented.

The original company owned more than 5000 square meters of factory buildings and more than 200 workers have all stripped the company.

To do so, it is a great burden for a self operated export enterprise. "

In the past, the factory had to subsidize at least 1 million per annum, and now it is equivalent to 1 million of management fees after stripping.

Chen Ping said that there is still more room for manufacturers to choose.

To get rid of the simple processing and production, Hanlong Weier, who is quick to lose weight, is now focusing on two ends: research and development and market development.

"This is the ends of the smile curve."

Chen Ping said that this is what traditional enterprises have been pursuing for years.

Dare to play crossover

Investing in movies

Of course, this is not all the breakout of Hanlong weil.

In the eyes of others, Qin Guoliang, who has always been "whimsical", is still brewing big moves.

Recently, Zhaopin recruitment, Hangzhou talent network and other major recruitment positions have revealed a hint of mystery. The prominent points of these websites are the recruitment information of Zhejiang Hanlong Film & TV Company Limited, covering the sub director, media management, production and so on.

"In the preparatory stage, our film and television companies have hundreds of millions of dollars in registered capital."

Qin Guoliang revealed the news to reporters at the desk full of scripts.

Hundreds of millions of dollars for a garment enterprise, is not a small number.

He is very secretive about the specific operation and capital operation of the film and television company.

"Now it's not convenient to talk about it, it will be a science fiction disaster 3D movie. There are big directors and stars joining Hollywood. If it goes smoothly, it will start shooting next year."

From clothing to film and television, this span is a bit big at first glance.

Qin Guoliang said that to build an international brand, technology is the simplest and easy to learn, and the most important thing is to rely on thinking.

At present, most of the garment enterprises in China only pursue the growth of output and output value unilaterally, and lack the development of soft power based on industrial culture.

He has been looking for a fulcrum.

After more than 20 years of accumulation, he finally found it, that is, film and television culture.

"In fact, in Hollywood, clothing and film festivals are interlinked. They are all carriers of culture."

Qin Guoliang said.

As for the two major businesses of clothing and film and television in the future, what is the most important thing? His position is that film and television are the key directions for future development, and traditional clothing will always be retained because this is the starting point and foundation of the company.

The two teams run independently and occasionally overlap.

Maybe one day, when we go to the cinema to see the movie, the hero is wearing "Dr.QIN", then we will buy clothes with the leading character.