The Revival Of Han Style Clothing Is Not Optimistic.

　　3月28日，第十八届中国国际服装服饰博览会（CHIC2010）在北京中国国际展览中心新馆举办，展出面积10万平方米，汇聚了来自20多个国家和地区的1000余个品牌。记者只看到唯一一家湖北服装企业——猫人。

　　在描述CHIC（中国国际服装服饰博览会的缩写）历史时，有这样一句话：对于CHIC，走出这条路的是上海人、湖北人、北京人、宁波人、温州人、杭州人、东北人、广东人、闽南人、香港人、台湾人，甚至还有日本人和韩国人。

To this day, Shanghai people, Beijing people, Ningbo people, Minnan people...

Still on the stage of CHIC, Italians, French, Americans and so on also joined the CHIC group. Hubei people are getting farther and farther away from the CHIC stage.

In March 28th, the eighteenth China International Clothing and Accessories Fair (CHIC2010) was held at the new China International Exhibition Center in Beijing, with an exhibition area of 100 thousand square meters, bringing together more than 1000 brands from more than 20 countries and regions.

Reporters only saw the only Hubei clothing company - cat people.

As an important carrier of brand incubation, CHIC's position has never been as important as it is today.

Why is Han style clothing company free from it?

Why is Han style clothing once so popular today?

Where is the revival of Han style clothing?

CHIC helps companies shape brands

　　“现在的CHIC不再仅仅是一个交易平台，很多品牌是想通过CHIC走向市场，把最优秀的产品拿到CHIC展示，对企业内部是一种鞭策。”雅戈尔集团股份有限公司董事长李如成这样评价CHIC。与李如成持同一看法的还有波司登国际控股有限公司董事长高德康，“CHIC已成为产业发展的前沿、衣着流行的先导，成了社会各界和海内外关注的时尚发布中心、文化创意中心和品牌展示中心。我们每年都通过CHIC展现公司实力，扩大品牌影响力和知名度。”

　　北京顺美服饰有限公司总经理司红军认为，在国内众多的服装博览会中，CHIC的规模和影响是最大的，能反映国内服装行业的发展状况，对品牌形象和企业形象的塑造、对渠道和终端店铺的建设均有很大帮助。

　　宁波太平鸟股份有限公司常务副总经理王明峰认为，再好的演员也需要一个舞台去表演，特别是对一个刚出道的人来说，需要一个大舞台、大导演、好剧本。对服装企业来说，CHIC就是这样一个大舞台。

The emperor fashion (Hangzhou) Co., Ltd., every year, comes to CHIC to participate in the exhibition. They think CHIC is the best platform for making brand, and there is no better in China.

CHIC can deliver the brand culture, positioning, product and marketing ideas to the industry in the fastest way.

CHIC director of the organizer said that today's CHIC is not simply an agent or franchisee. It is also linked with the Chinese clothing forum, the annual awards of China clothing brand, the Chinese clothing conference, and the joint conference of Chinese apparel salesmen. Many enterprises that do not participate in CHIC will also walk to the exhibition to understand the new clothing consumption trends and production processes, and feel the pace of the development of the industry.

Absent Han school

　　CHIC的地位如此尊贵，连意大利、法国、美国、韩国等国家的服装企业都不远万里来到中国“赶场”，其目的是为了分食中国庞大而又正在蓬勃发展的服装市场蛋糕。但让人颇感费解的是，汉派服装中仅有猫人一家企业莅临，其他企业均缺席。

Once upon a time, Han style clothing and Beijing, Guangdong, Shanghai three schools of fame.

In 1995, a group of Han style garment enterprises headed by Taihe, Jordan, and the red men took part in CHIC, creating a precedent for the display of local brand groups and causing a sensation.

"Han style clothing was sought after, and even the people of Beijing like it, the line is atmosphere, colorful."

Xiao Wenjiu, Beijing blue land garment company, said.

In the past 15 years, the Han style clothing that had stepped out of the CHIC road and was popular for a while disappeared at the exhibition.

Wang Hongying, a chief designer of the former Taihe brand and a design director of Hongkong MYTHECO. design company, who graduated from Wuhan Textile Institute, said with sadness. "Now, speaking of Han style clothing, many people are already strangers."

　　原湖北省纺织服装行业投资促进会会长王洪章说：“在CHIC办一次展览的费用多在300万~500万元，湖北服装企业担心投入那么大的成本来CHIC办展览不划算，因此也就不愿意参加CHIC，而不参加CHIC，就很难受到代理商和媒体的关注，进而无法形成强势品牌，发展陷入恶性循环之中。”

In today's excess capacity, "production" can no longer create its own needs, and only brands can drive sales.

When more and more international brands become "populist" and the Chinese clothing industry is placed in an international living environment, Chinese clothing enterprises must rely on brands to improve their living tension.

Therefore, CHIC responsible person judgment, "the next ten years, must be a period of rapid development of China's clothing brand, is the new era of China's right to speak."

However, the choice of Han style clothing is divorced from the important carrier of CHIC's incubator brand, which is obviously contrary to the current environment and development trend of China's garment industry.

　　汉派服装的复活之路并不乐观

According to the reporter's observation, before clothing sales is an era of "channel is king", who will occupy the channel, who will intercept more "profit area", so the clothing manufacturers give the CHIC business function a high weight. At the exhibition, they still use various preferential policies to attract agent business.

However, the future fashion sales mode is an era of "terminal is king". Whoever occupies the terminal will control the future of the clothing industry.

At this exhibition, the cat put forward a model to break the clothing sales agency system, set up a retail monopoly chain "sexy creation fund", support entrepreneurs to join the cat brand retail monopoly chain system, and achieve 1 new stores in three years. The purpose is to build their own terminal sales to meet the coming of the next brand era.

Prior to the CHIC meeting, the media reported that Wenzhou businessmen were buying shopping malls in various parts of the country, with the aim of allowing more Wenzhou products to meet directly with consumers, so as to refresh and enhance the brand image and corporate image of Wenzhou products.

Compared with the enterprising of Wenzhou businessmen, Han style clothing is going downhill.

In recent years, almost every Han nationality garment has been retreated for every adjustment and brand change in the market. Over the past ten years, more than 50% Han style brands have disappeared in the mall.

Nowadays, Wuhan's shopping malls are full of foreign brands.

As a fast moving consumer goods with time value, it can not enter the retail channel, not only the brand can not be established, but also the enterprise's funds will be deposited in the inventory, so it is difficult to have sustainable development.

Under the double pressure of international and domestic brands, when the retail terminal is controlled by foreign brands, the reporter can not help asking, how much room can the Han style clothing still have?

What is the possibility of its resurrection?

Obviously, we must not wait for ten years to think about this problem, because foreign brands will never leave the market share left by Han style clothing. They will wait for the opportunity to fill the gap in the market.

When the terminal is lost, the brand is missing, and the environment does not adapt to the development of the clothing market, the Han style clothing is no longer a question of resurrection, but is likely to be sealed as a history forever.