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Zhang Huixia: Opening The Cheongsam Market With The Fashion Concept

2010/12/13 14:41:00 218

Zhang Huixia Fashion Qipao Chinese Costume

In 1996, Zhang Hui Xia Will " Fashion cheongsam "The idea brought to Guangzhou, opened a cheongsam shop named after its name, and now it has already gained fame in Guangzhou, and the business of Qipao is getting more and more prosperous.

Zhang Huixia was a native of Shanxi. When she was little, she used to help people make clothes, and she liked them too. Chinese style clothing 。 When she was 14 years old, she drove to Zhengzhou from the county town with 100 yuan innocence. She thought she would learn fashion design by clothing cutting school, but she was too young to accept it. After graduating from high school, she finally entered the school of dress cutting.

When I was still reading, there was one thing that touched her very much. In early 90 of last century, she came to visit relatives in Guangzhou. Her relatives wanted to find a person to make a cotton padded jacket, but they couldn't find a tailor. Making clothes is very common in her hometown. How can he not find a tailor in Guangzhou's economy? This has aroused Zhang Huixia's deep thought.

In 1993, Zhang Huixia graduated and spent more than 5000 yuan to help her get a job on the railway. Zhang Huixia thought that work is a lifelong business and what he really likes is clothing design. So at the end of the same year, she came to Guangzhou with 1000 yuan and gave up her job that many people envied. Zhang Huixia laughed and said, "I almost escaped, and I never thought about going back when I came out."

Just arrived in Guangzhou, Zhang Huixia did not go well. First of all, she did not understand Cantonese. She said that when she first came, she felt like she was in another country. Secondly, although it is coming to the clothing store, there is no mature concept. Zhang Huixia spent more than two years working as a casual laborer, familiarity with the environment, understanding of the market and accumulation of funds. By 1996, after having some financial and social experience, she decided to "sell".

Zhang Huixia thought, Korea has Hanfu and Japan has kimono. China's best and most distinctive one is cheongsam. The quality of Guangzhou people is high. The traditional cheongsam plus fashion elements should be "able to do". Surprisingly, almost everyone around him objected to her making cheongsam. The reason is that Guangzhou people don't have the habit of wearing cheongsam, and the market is not big. Guangzhou weather is hot and is not suitable for wearing cheongsam. But Zhang Huixia insisted that he rent a 7 square meter shop and borrow a sewing machine to open it. After the renovation, there was no money left. It could only be calculated by paying the rent with the money earned in the first month. {page_break}

At first, because of the lack of fame, Zhang Huixia did not sell cheongsam. All the income in the shop was made by changing clothes and repairing trouser legs for others. But when she walked on the street in her own Qipao, she often asked, "where did the dress come from?" In this way, her cheongsam business gradually opened up, and then, like a spark, she developed a franchise. Up to now, there are already ten chain stores inside and outside the province.

Business is good, but what makes Zhang Huixia proud is that "money is not wealth, and what is recognized by society is the real wealth."

"My costume design skills are not learned in school, but in the market discipline of Guangzhou!" Zhang Huixia said. Fashionable things change very quickly. To design fashionable clothes, we must have sensitive market observation ability.

Quality is another secret of success. Zhang Huixia said, once, due to negligence, the factory produced a number of defective cheongsam, did not sell much, there are customers to find back, she said nothing to return to customers, all the other removed, and contact the phone number of customers "recall" clothing.

Zhang Huixia has already had a large and solid customer base because he has been paying attention to the quality of clothes and providing services according to the needs of customers. She said that business is stable now, and there is basically no light season.

Zhang Huixia believes that the fashion cheongsam line is also risky because "fashionable things change fast, and the clothing industry sometimes looks good at business at the moment, and it closures in a year or two. This is a common phenomenon, especially in making a single cheongsam".

But the biggest risk is the concept of managers. She said that if operators are only thinking about money, it will be difficult to guarantee quality in long term and easily shake them before interests. Therefore, when she chooses franchisees, the most fundamental principle is that the other party must like and familiarity with cheongsam, because the mentality of operators will not go wrong unless they really like this line.