Hangzhou Silk Products and its Market Analysis

Hangzhou is known as the town of silk. It has a history of more than five thousand years. In recent years, Hangzhou government takes “To promote the silk product and develop women’s wear” as an important content in building the city of outstanding quality life and harmonious society and has made remarkable achievements. Last year, the output of the silk and women’s wear industry reached 178.2 billion yuan. Silk products’ development is valued by the municipal government and it has very good prospects. While not many consumers of modern time are familiar with silk products and even less take silk products as their choices. The reasons of this problem lay one hand on the heritage of silk culture, and the other more important on the diversification and distribution of modern silk products. This paper firstly makes an introduction on the history of silk in Hangzhou and then makes detailed research on many local brands and specialize markets, it also describes silk’s application in modern women’s wear, accessories, home textiles and other articrafts. At last, the paper gives suggestions to silk enterprises on the improvement of Hangzhou silk products and the promotion of Hangzhou silk brands.