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Competition Upgrading, Diversified Pattern, Online Shopping, Opening Up A New World Of Clothing Brands

2011/12/28 9:30:00 498

Editor's note: Recently, when investigating the textile and clothing industry in Jiangsu and Zhejiang provinces, it was found that, as in 2008, the industry experienced a depression in a large area, which was mainly manifested in the lack of orders, high costs, overstock of inventory, and lack of funds. However, it should be pointed out that the textile and clothing industry is characterized by large consumption and sustained demand, so each adjustment will often usher in greater development. With the continuous upgrading of consumption, the future textile and clothing enterprises will enter the era of brand competition. This article will discuss the current trend of branding in the textile and clothing industry.


China is a big country in the production, consumption, import and export of clothing in the world international The competitive advantage is difficult to produce excellent enterprises in different industries. With the development of brand, the domestic clothing industry has gradually bred a number of excellent enterprises.


The brand competition is diversified


Xu Gangfeng, Director of China Clothing Network, introduced that China's clothing brand The development of is characterized by clustering, full category, multi brand and internationalization. First, a number of regional industrial clusters have been formed, such as Shenzhen Women's Wear, Ningbo Men's Wear, Shantou Underwear, Jun'an cowboy , Haining leather, etc., the region has a strong upstream and downstream supporting capacity, forming a joint force for brand development; Secondly, a number of clothing brands with high visibility have been formed, such as Youngor (9.57, - 0.13, - 1.34%), Zhuangji, Aime, Sanqiang, Red, Yellow and Blue, which have strong market competitiveness; Thirdly, many brands also extend their brands to the whole category based on the original single category, such as Red Bean from men's clothing to home textiles and home clothes, Langsha from socks to underwear, Anta from sports to children's clothing, etc. In terms of multi brand development, some brands launch brands for market segments according to customer groups, such as Metersbonwe launched the ME&CITY brand, and Taipingbird has several brands such as Besburg, Pagani, Leding, and Magic Fashion. In addition, in terms of international development, domestic brands are also very impressive. For example, Bosiden opened stores in the UK in the European market, and Lilang men's wear appeared in Milan Fashion Week.


Xu Gangfeng believes that there will be three major trends in the development of clothing brands in China in the future. First, brand upgrading and image enhancement. Since 2010, there has been an obvious trend of clothing consumption upgrading. Consumers prefer high-end shopping malls and brand flagship stores, and the demand for high-end clothing is growing rapidly. In terms of clothing brands, a new round of brand upgrading has also begun, focusing on fashion and high quality, and promoting brand culture, from product competition to cultural competition. Second, the channel mode has shifted from franchise oriented to direct marketing oriented. Brand alliance is the mainstream mode of clothing brand channel at present. This mode can be widely used by many small and medium-sized clothing brands through establishing a relatively complete channel network for franchisees in the short term. However, this mode has some disadvantages such as poor terminal control and inconsistent image. At present, some first-line brands have started to set foot in direct marketing, reducing the proportion of franchise stores, increasing the proportion of direct marketing, strengthening the management of terminals, and providing consumers with high-quality customer service. In the future, more and more brands will choose direct marketing. Third, e-commerce boosts brand development. Since 2007, clothing online retail has achieved explosive growth, and clothing has become the largest category of online retail. E-commerce has also created a number of online brands, such as Vancl, Green Box, etc. Traditional brands also integrate channels, vigorously expand online retail, and promote brand innovation and upgrading.


However, the market competition will also become increasingly fierce. According to the statistics of the China Garment Brand Research Center, there are more than 10000 clothing brands in China at present, with low market concentration. At the same time, emerging brands are constantly joining in. International brands are also accelerating their layout in the domestic market. All kinds of factors lead to increasingly fierce market competition. At the same time, the channel cost and marketing cost of the domestic market are also rising, and clothing brands will face increasingly fierce competition.


Dig brand value in many ways


Brand strategy is the major trend of the development of the domestic clothing industry, and the huge potential business opportunities are being explored by all parties in the market.


Shanghai Brand Trading Center, the first domestic brand trading center to be officially operated this month, is the first choice for the clothing industry as a breakthrough. It is reported that the Shanghai Brand Trading Center is jointly initiated and established by the SME Development Promotion Center of the Ministry of Industry and Information Technology, the Shanghai Cultural Property Exchange, the China SME Brand Construction (Shanghai) Demonstration Base and the Peking University China Property Rights and PE Market Development Research Institute, which mainly provides enterprises with brand value assessment, brand intellectual property protection, brand trading, transfer Cooperation and other services.


In Shanghai, there is also a business related institution with the brand trading center - Mingshi Street Fashion Creative Park. It is reported that the two sides are cooperating to build the domestic clothing brand industry chain. Mingshi Street Fashion Creative Park is located on Hutai Road, formerly known as Shanghai Printing and Dyeing Knitting Factory. In the park, the reporter saw the combination of various artistic creative element symbols and textile clothing, which is quite like Beijing 798 Art District.


Xu Jing, the administrative director of Shanghai Mingshi Street, said that the whole park is building a platform for clothing brand promotion services, which is not a simple venue rental. The park is selective to the settled enterprises, including the packaging of clothing brands, media promotion, store design, image planning, celebrity endorsement, clothing designers, new product release and other aspects. In addition, the park has introduced research institutions of world fashion trends, including Nari Roddy of France, the Fashion Industry Center of London University of the Arts, etc., and is currently building a brand headquarters base for the domestic clothing and textile industry.


"If garment enterprises are only engaged in processing, they will encounter a development bottleneck after their output value reaches 100 million or 200 million yuan. If there are relatively good brands, their output value can reach 500 million to 1 billion yuan. If they can be listed to further expand the brand effect, their output value scale can be even larger. Therefore, many garment enterprises now attach great importance to brand construction and the connection with capital." Xu Jing said.


It is reported that the first special fund for the development of textile and clothing brands in China has been set up. The special fund is called "Fashion Fund". Mingshi Street and domestic textile groups are the sponsors of the fund, which is dedicated to investing in middle and late stage high-speed growth clothing brand enterprises with good profitability, development potential or brand building power.


"When capital enters the clothing brand field, some start from the initial stage of brand creation, with relatively low cost, while others tend to become mature brands, with low risk," Xu Jing said.


Brand clothing online shopping is hot


The macroeconomic downturn has affected many industries. However, e-commerce, led by clothing sales, has gone against the current and become the biggest highlight in the cold winter.


After the sales volume of Taobao Mall's "Double 11" activity exceeded 3.3 billion yuan, the "Double 12" promotion reached a new high of 4.38 billion yuan, including 1 billion yuan for women's clothing, more than 400 million yuan for men's clothing, and more than 30% of clothing products.


At present, online shopping in China accounts for 3%~5% of GDP, and clothing accounts for 25% of the whole online shopping. This is mainly due to the popularity of the Internet, online payment and express delivery, which has greatly promoted the development of e-commerce. In addition, clothing, as a necessity of life, has a purchase demand from consumers all the year round with fast turnover, and the domestic clothing industry has become very mature, with perfect channels for manufacturers, dealers and distributors, which is most suitable for e-commerce.


Brand and channel are the two main sectors of the rise of the clothing industry in the process of "reaching the net". Typical brands, such as Jack Jones and Handu Clothing House, respectively ranked first in online sales of men's and women's clothing, while Vancl, Ningbo Shanshan, Metersbonway, etc. also developed very fast in online brand marketing. In addition, traditional brands, such as ONLY, also have access to the Internet.


In terms of channels and platforms, the C2C (consumer to consumer) model of Taobao Bazaar has gradually changed to the B2C (business to consumer) model of Taobao Mall, providing a platform for brand building and sales for clothing enterprises. In addition, professional clothing fashion websites such as Zouxiu and Sijiqing also appear in the industry.


According to the survey, more than 75% of garment enterprises in China have access to the Internet.


Xu Gangfeng introduced that the Internet has opened a new space for the development of domestic clothing enterprises, mainly in three aspects: first, traditional brands have expanded the online retail market through brand official websites, third-party platform flagship stores, online distribution and other ways, and achieved considerable sales performance. Some brands also launched online brands specifically for online shopping characteristics, Set off a great change in the operation mode of the clothing industry; Second, OEM enterprises transform into brand enterprises and make use of the network to achieve leapfrog development. For example, Jiaxing Macbag has become a well-known Internet fashion bag brand in China in just three years, and the first enterprise in the field of luggage e-commerce in China with a scale of more than 100 million yuan; Third, e-commerce has also spawned a number of online clothing brands, forming a new operation mode of clothing brand light assets. Through e-commerce and online retail, these online brands will become brands with high popularity and reputation in a short period of time, and form large-scale sales, which is unimaginable for traditional brands. At present, the development of online brands has entered a new stage of establishing brand image, quality as the king, and consumer first.


During the interview, the reporter spent 10 minutes on the Internet to buy a garment. Three days later, the express delivery arrived at the door. There is a beautifully made brand service card in the package, which promises to be returned and replaced for free if dissatisfied, making the reporter deeply feel the convenience of online shopping.


The e-commerce industry chain is very long, and express delivery and distribution are only part of it. For example, for clothing, some enterprises are currently developing 3D virtual fitting rooms for consumers to match DIY, which can greatly improve the user experience.

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