Hu Baogang: Perspective And Orientation Of Newly Built Clothing Market

　　 With the acceleration of China's urbanization process and the rapid development of the real estate market, online shopping is increasing day by day. Fashion creativity Become the mainstream. Garment professional market as a business concept at the same time. Real estate theme Commercial real estate has become the "cheese" coveted by many investors.

Statistics show that in the recent nearly 1000 garment professional markets, nearly five years of newly built and reformed clothing market accounted for over 80% of the total, the new garment professional market area reached nearly 100 million square meters, and the clothing complex market as the theme of the complex (hotels, office buildings, convention and Exhibition Center, residential, creative design center, logistics center, storage center, passenger transport center, network information center, etc.) the area reached nearly 500 million square meters.

At the same time, these market complexes (commercial city) show good performance with the vigorous development of China's real estate market. Sales trend 。 Unfortunately, due to the blind construction and development of the garment market, especially the operation and sales mode of real estate brought into the field of clothing professional market, a large number of new markets have faced difficulties in investment and operation. In Wuhan, Wuxi, Shenyang, Changshu, Beijing, Shanghai, Suzhou... A batch of newly built clothing specialized market is "vigorous and vigorous construction, in full swing, inviting business, opening up together, opening up and falling." Such a trend has brought many questions to the construction and development of China's clothing market in the future: what is the market for Chinese clothing specialty? Where is the future of China's garment market?

According to incomplete statistics, the number of professional clothing market in China has surged from more than 400 in 2003 to nearly 1000 in 2010, and the total business area has increased from about 10000000 square meters to nearly 200 million square meters. The single business area of the clothing market has increased from 3~5 square meters to 100 thousand or even 20~50 square meters. The clothing market of millions of square meters is no longer a dream, and there is a market trade complex with clothing as the theme and operating area of several million square meters. Wuhan Hankou North clothing market, Pinghu China Clothing City, Shuyang Chinese clothing north and South Hui...... The investment in the newly built clothing market has become a new rib for the development of the garment industry. It has added some concerns to the investment in China's clothing market.

Market expansion is diversified and personalized.

At present, driven by "de wholesale", "Networking" and "short process", the new garment specialized market is faced with multiple pressures of brand, resource integration, channel diversion and mode innovation. The change of channels has led to the relatively narrow wholesale platform of the clothing specialized market, and some of the old clothing specialized markets have gradually entered the position of combination of wholesale and retail. Thus, the new garment specialized market far away from the traditional clothing trade circle can form a wholesaling atmosphere and the successful investment operation is even more rare.

At the same time, China's clothing market is changing dramatically.

1, the number of thematic franchised stores has greatly increased, and the franchise has become a new form of clothing sales. In the late twentieth Century, the annual sales revenue of the largest garment enterprises in China was less than 5 billion yuan, and the annual sales revenue was only a few hundred million yuan. At present, the largest annual sales revenue of clothing enterprises in China has nearly 20 billion yuan, and enterprises with annual sales income of hundreds of millions of yuan are everywhere. 2010 is a very unusual year in the history of the development of China's garment industry, and the development of the industry has entered a new historical stage. In an unprecedented and complex environment, the industry has been quickened to adjust and upgrade, and the new industrial structure has become clearer.

2, the network small batch retail starts to emerge - the net batch has become the new trend of the online shopping market. At present, there are nearly 100 professional websites for apparel wholesale business in China, and online shopping, net batch, Internet merchants and Internet products are distributing the wholesale share of the traditional clothing market.

3, expand the scale of the old clothing professional market - expanding to become a new proposition of the clothing professional market. According to the market statistics, the business area of the traditional clothing wholesale market in China has been nearly doubled in the 5 years from 2005 to 2010, and the business area of the traditional clothing market has almost doubled. "Vigorous and vigorous" has become the characteristic of China's clothing market.

4, single store direct join - short process terminal becomes a new mode of retail market. Today's clothing brands no longer simply recruit regional agents, but directly with the two or three line cities or even County, town outlets to start point to point form of agency, removed from the past with the help of professional market wholesale intermediaries link.

It can be seen that the environment of China's clothing specialized market has changed, the mode has changed, and the business has changed. However, most of the professional market developers have not fundamentally changed their thinking. They still adopt the way of "subjective assumption, inertial thinking, blindly following, and emulating the different worlds" to launch real estate sales and advertising investment. Some garment markets copy Yiwu's market structure and copy Wuxi's market model.

"Four pronged approach" for the new market "pulse"

China's clothing professional market has entered the new era of "multiple formats integration and multi functional composite". Precise positioning has become the whole of the new garment professional market. "Investment" and "operation" of the new garment professional market must be systematically planned and positioned from four aspects: "four systems".

1. Three dimensional compound positioning. We should discard the traditional positioning methods of flat market and mixed format, combine the theme of differentiation and compound functions, and increase the service functions of exhibitions, creativity and training in the vertical market. At the same time, we will launch a new combination in the three dimensional operation of brand, chain and capitalization.

2, integrated chain group investment. The clothing enterprises and brand operators will directly connect with the professional market operators to establish a "integrated circuit board" investment mode. That is to say, before the market development and construction, business integration will be launched, rather than relying solely on small agents to piece together. This greatly promoted the effective promotion of specialized markets and targeted and customized investment promotion, while avoiding the disadvantages of small businesses such as "weak strength, decentralized management, speculative utilitarian and difficult to adjust". After the effective cultivation and integration of professional markets, a complete agent operation system was formed.

3, brand chain development. There is no era of "digging a hole to collect money" in the new professional market. Brand chain development not only guarantees the influence of brand marketing, but also ensures the standardization and scientificity of market development through chain operation and management, laying a good foundation for the business operation of the market.

4, professional network product operation. Specialized operation is the prerequisite for successful investment in garment market. In the future, with the advent of Internet e-commerce, the professional market will also enter the era of comprehensive network. The network will become the wings of the professional market entity platform of clothing, and the garment professional market will also enter the new stage of the apparel net product market. On the one hand, with the help of garment specialized market platform, channels, resources, brand and strength, we will create brand operators specializing in garment market and operate independently, so as to transform the market of apparel specialized market from "market developer" to "market operator". On the other hand, we should set up a dual platform for entities and networks in the apparel market, and promote the effective investment in the new garment market through interactive operation under the Internet and the Internet.

　　 The investment and operation of new garment specialized market is also a common reflection of China's brand fashion network economy and real estate innovation. The new garment professional market will be restricted by multiple factors such as network, mode and terminal while competing with the old clothing market. Therefore, the new garment professional market should reduce the risk of investment and operation. Only by constantly innovating in thematic subdivision can we not be influenced by external factors and enlarge our own "cheese".