Dialysis: The Three Major Trends Of China's Garment Industry In 2011

Recently, bin Bao from Germany Clothes & Accessories A new BENBO brand strategy was launched at Baiyun Lakeside Hotel in 2011. In this strategic conference, we first proposed the concept of 4S in the clothing industry, and vigorously promoted the layout and deployment of the Chinese market. At the same time, H&M, ZARA, GAP and other world-renowned fashion brands have accelerated China's layout strategy, and the new development peak of China's garment industry is coming.

After 08 years of economic and cold winter, China's garment industry has gone through the transformation of small and medium-sized enterprises and foreign trade enterprises. For the domestic market And major changes in the industrial sectors such as oligopoly. Since 2010, the National Bureau of statistics has shown that the retail sales of garment enterprises have increased significantly, and the trend of clothing consumption has been basically established.

Garment enterprises in the new competitive pattern have ushered in new opportunities for development. And commodities, channels, Sale Many links of services will change around the consumption characteristics of the main consumer groups. According to the "new trend of China's clothing market development" released by the China clothing association, the development of the new generation of consumer groups represented by 80 and 90 will further subdivide the clothing retail market. The differentiated development of the corresponding globrand.com channels is not only reflected in the richness of the formats. The apparel retailers will change their past marketing methods, and turn to create more specialized, personalized and targeted sales places for the target consumers.

With the development of clothing industry franchised stores in various markets in recent years, garment enterprises, which compete in oligopoly market segments, pay more and more attention to the construction of flagship stores. For example, Zara and UNIQLO and HM all set up stores in the form of large-scale experiential stores. Although they did not clearly put forward the concept of 4S, their core points all pointed out the new direction of the future development of China's clothing industry: from a purely sales oriented stage to a new marketing stage based on experience. The core of the concept of "4S" in the clothing industry lies in the following four aspects: Sell (clothing sales), Sight Experience (visual experience), Self-Identity Service (personalized service), Life Style Salon (Fashion salon) and so on four in one concept life Pavilion.

Breaking the single function of merchandise sales, the 4S concept store experience King strategy pays more attention to the most popular visual experience of the generation generation: inviting fashion designers to provide personalized matching services regularly, and moving the fashion salon to the 4S concept hall with the fashion media, covering the fashion consumer life experience 360 degrees.

The concept of 4S was originally used in the automotive industry. Bin Bao, ZARA and H&M applied this model to the garment industry, which is a transformation of the traditional terminal form. The 4S experience mode of the clothing industry is different from the 4S operation mode of the automobile industry. The core of the automobile 4S shop is to provide perfect after-sale service. The core of the 4S concept Pavilion is the experience. The integration of experience marketing is not only a response to the consumption trend, but also a change to the traditional channel. {page_break}

Different from the development of garment industry in 90s and the past ten years, the new trend of China's garment industry in 2011 mainly showed the following three characteristics:

First, experience is king. In order to meet this demand, garment enterprises will pay more attention to the environment and service quality of the shops, including the decoration of the shops, the display of the goods, the image, temperament and attitude of the service personnel. In recent years, the flagship store mode has given more interactive platforms due to breaking through the single function of "sales" of clothing stores, and has gradually become a strong brand enterprise in China. The successful implementation of the "4S" experience Museum launched by Zara, UNIQLO and bin Bao will be further emulated by more garment enterprises.

Two, capital integration. Different from the development of garment industry in 90s and the past ten years, the new leap of the garment industry will have more boosters. The traditional clothing industry, such as fashion casual wear, professional outdoor clothing and other categories of enterprises, as well as a clear positioning network direct selling clothing enterprises, has been favored by IDGVC, Sequoia Capital and many other international wind companies. For example, in 2008, IDGVC capital injection fashion and leisure clothes, the top of the clothing business, Sequoia Capital Injection of high-end business clothing network Direct Selling Company nine products. In the development of the garment industry, the clothing brand with professional experience will expand and complete the listing with the help of capital, and even open the process of internationalization.

Three, blending in the ocean. In recent years, more and more domestic fashion designers have known the European and American fashion market, and the major luxury brands have also entered China's first tier cities. Not only that, ZARA, H&M, GAP and other fast fashion brands have also entered China. The high-speed transmission of the trend information in the East and West makes the western design resources more used by China. The high integration of popular elements between the East and the West has become a typical feature of the Chinese garment industry.

Chambers, President of CISCO company, once said that the market competition has entered a new era. In the past, the enterprise gained the competitive advantage by cost, quality, technology and channel, but now all these are no longer the only advantages. CEO The real winners will be those who can look forward to the future of the industry and grasp the future trend of development.