Ningbo'S Brand Is Smaller, Faster And More Popular.

In many cities, local brands are not popular, but Ningbo is different.

Walking on the fashion brand street near Tianyi Square, the biggest shop is Ningbo's local brand. The biggest billboard is

"A mature industry can find" new blue ocean "by segmenting the market." Ningbo outfit "is the most powerful example.

Ningbo Economic Commission responsible person said.

After several years of development, products with different characteristics have gradually occupied the Ningbo market.

Subdivision: make fashion more refined

As a label of market segmentation, "Ningbo clothing" has adopted "sub brand" to carry out "two positioning".

Taiping bird launched JEANS, TRENDY, COLLECTION, Lok ting and other second-line brands.

YOUNGOR 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, and 50 year old successful people wore YOUNGOR. People who were almost 30 years old wore the same seriousness."

Ningbo clothing association official said.

"The clothing industry has entered the stage of daily adornment and ornament. Only when Ningbo enterprises have a clearer positioning of 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 group, and established GXG for only 3 years, attracted the eyes of many professionals by the fashion trend.

"In 2007, we only had 15 stores and expanded to 220 in 2009.

This year, the number of GXG shops is expected to exceed 500.

GXG general manager Yu Yong said.

Good quality is the "sharp weapon" for brands to enter the market, while the refined market 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.

Over the past 10 years, Ji'an, which is committed to uniform design and production, has begun to pform into functional uniforms, creating a children's clothing brand "fun house" and focusing on children's clothing under two years old.

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Fast fashion: let Yong enterprises move

"Fast fashion" mainly includes three aspects, that is, the delivery time is fast, the parity price is keeping up with the fashion trend.

ZARA and H&M are the originators of "fast fashion".

After the release of the latest international style, ZARA will imitate and integrate. The clothes it produces will only take about 2 weeks to reach the retail stores. Consumers can buy similar styles of clothing with top international brands at less than half or even 1/10.

"Fast fashion" every garment production quantity is very small, so that not only reduces the display of single item, but also creates scarcity artificially, and drives the desire to buy.

For hundreds of dollars, you can buy clothes with the latest fashion elements in the world.

This is the temptation of "fast fashion" brand.

At the fair, a number of enterprises in Ningbo launched the idea of "fast fashion" and a new model.

"Look, is my clothes much more fashionable than last year?" Mr. Zhu Xulong of the Luo Meng group asked the reporter, laughing at the clothes he wore, in the exhibition hall of Luo Meng in hall 1 of the Expo.

He was wearing a western suit, but it was much more fashionable and much more casual than the traditional suit which he used to wear.

"From this year, we launched the" fast fashion "product and started a new business model.

Zhu Xulong said that Luo Meng decided to take advantage of the "fast fashion" impact on the "Chinese fashion first brand" goal.

"In the future, Luo Meng is no longer a traditional men's wear brand, but a fashionable brand of men's formal dress, casual wear, business suit, formal dress, fashion and so on."

Chen Guoqiang, deputy director of the Institute of industrial economics of China Garment Association, believes that the "fast fashion" mode of Luo Meng combines traditional classics with modern fashions. This kind of innovation on the basis of not losing the tradition is worth learning from other garment enterprises.

At the clothing fair, zhe showed its fashion brand GXG, featuring 3 colors, black and white.

"Clothing must grasp the psychology of consumers and meet their needs, and" fast fashion "just satisfies their demand for fashionable products at a low price.

GAP in the USA, ZARA in Spain, H&M in Sweden, C&A in Germany, and UNIQLO in Japan are the internationally successful "fast fashion" brands.

Among them, ZARA, UNIQLO and H&M entered Ningbo last year.

People in the industry know that the whole garment industry chain can be divided into 7 major links, including manufacturing, design, raw material procurement, warehousing and pportation, order processing, wholesale operation and terminal retail. Only when the entire industrial chain is extremely compressed can we make "fast fashion".

"Clothing enterprises in Ningbo should take a complete industrial chain, from product design to shelving, the average period is 180 days, and the world famous brand is usually 120 days.

The ZARA is the shortest in 7 days, usually 12 days, and H&M is 21 days.

Obviously, the extreme compression of storage costs means lower cost and faster fashion new products. "

"Fast fashion" requires rapid development in all aspects of design, production and logistics.

Chen Guoqiang believes that compared with the "fast fashion" brand in foreign countries, Ningbo clothing enterprises have strong production capacity, and design, logistics and other links are short boards, so we should pay special attention to making the design "fast".

In addition, we must pay attention to channel construction and information management, especially when we pay attention to speed, and we must not neglect quality.

"Fast fashion must have new launch speed that imitators can not keep up with. At present, Taiping bird designs and develops more than 100 new versions of the game rules with more than 130 people every week, following the fast fashion rules."

In the view of Zhang Jiangping, chairman of Taiping bird group, the competition of garment industry is no longer the competition of quality, price and market scale, but a unique product design idea and efficient distribution system.

China's local brands know more about "what Chinese consumers like to wear" than foreign brands, and more dare to expand to the three or four line cities that the foreign brands do not reach, so it is fully qualified to win in the market competition.

The fast fashion concept of Yong enterprises may be in the eyes of Hong Band Tailors in the past. It is a kind of non mainstream market in the eyes of the Hong Band Tailors.