2010, Garment Industry Transformation And Upgrading: Market Segmentation

　　 In people's impression, men's clothing starts. Dress up "Is a byword for orthodoxy and seriousness. But at this year's Clothing Fair, the collective appearance of the brands such as fig, Shan Shan, Luo Meng and Stico has completely overturned this impression. A man who gradually stepped out of the men's halo and "free to play" in different gender, age groups and different consumer groups has impressed the family.

"A mature industry can find" new blue ocean "through market segmentation. According to the relevant person in charge of economic and Trade Commission, after recent years of development, products with distinctive characteristics have gradually occupied the production line of garment enterprises, and the indifference market requiring mass production has gradually given way to the differentiated market based on market segmentation.

As a label of market segmentation, the "dress" has made "two positioning" for the market by creating a sub brand. Pacific bird launched JEANS, TRENDY, COLLECTION, Lok ting and many others. Two tier brand 。 The company has released 5 sub brands for fashion youth, executive officials and business people. Luo Meng includes the "beauty lion" of men's and women's clothing. It also extends the customers from the formal market to the casual and fashionable fashion market.

"In the past, 25 year old young white-collar workers wore Youngor The success of the 50 year old was also YOUNGOR, and the nearly 30 - year - old wore the same decent. People responsible for the clothing industry association said that with the improvement of people's living standards, people with different consumption need more products that embody their individuality and highlight their hobbies. "The clothing industry has entered the stage of daily adornment and ornaments. Only if the enterprises have a clearer positioning of their products, can they have a place in the new round of structural adjustment."

The more niche the market is, the smaller the positioning is. The more the clothing companies can avoid homogenization competition. Firmly locked in the "small crowd" men's clothing market of the 30 year old group and the upper and lower groups, the GXG, which has only been established for 3 years, has killed a blood bank in the clothing industry of famous men's clothing, and has become the fast growing menswear brand in China. "In 2007, we had only 15 shops. In 2009, it expanded to 220. This year, the number of GXG shops is expected to exceed 500. GXG general manager Yu Yong said.

On the one hand, a good brand is a sharp weapon for enterprises to enter the market. On the other hand, the market with fine division gives the brand a deeper connotation. Positioning the high-end women's clothing market fig, after 3 years of development, with a high degree of brand loyalty groups are growing. "Precise positioning can create a brand awareness with clear personality and rich connotation." Yang Suhong, vice president of fig group.

In many cases, the new consumer groups have been separated from the market segments and created a wider field of consumption. 3 years ago, Stico entered the ranks of home furnishing design and manufacturing, employing outstanding designers and professional template producers in Britain, Spain and other countries to engage in product design and development. At present, Stico has become the largest home clothing manufacturer in the province. "Although domestic consumers do not have a high degree of awareness of home furnishing clothes, with the change of consumption concept and lifestyle, the accumulation of domestic clothing industry will surely benefit us." Relevant responsible person said.

In the past 10 years, it has been trying to transform the functional uniforms into the uniform design and production. More enterprises will become the leader in market segmentation by virtue of the first mover advantage in all kinds of clothing market.