China'S Women'S Clothing Industry: New Opportunities And Challenges In The Post Crisis Era

Women's wear is China.

Women's clothing industry is changing frequently.

From the characteristics of the development of women's clothing industry in China, the first is the change of consumption concept.

Secondly, the market is fragmented, and the international brand layout in China is becoming increasingly fierce.

If we analyze the market structure in a global perspective, we can see that European and American brand ladies are firmly occupying the leading position of the industry with their brand influence and market scale. Korean women's clothing, especially the recent Korean dress, stands out among young people and has gradually introduced the fashion trend of young people around the world.

The status and influence of Chinese women's clothing are relatively weak. They lack both well-known international brands and fashion elements.

With the acceleration of the internationalization of the garment market, the women's clothing enterprises with unknown location will face fierce market competition.

Only by relying on accurate market segmentation and positioning can the women dress practitioners accurately judge the market trend and their position, cooperate with the corresponding market behavior, and survive and develop in the future competition.

At present, foreign women's clothing brands have begun to accelerate the expansion speed in China. H&M, ZARA and C&A have poured into the Chinese market and occupy the leading edge. The GAP of the United States has also set up shop in China.

As they continue to expand their efforts to expand the Chinese market, women's clothing market competition will become more intense.

There are a large number of women's clothing enterprises in China. There are many problems such as high inventory, slow turnover speed and homogenization of products. At the same time, consumers' loyalty to women's clothing is low, and the market share is unstable.

The market competition pattern of Chinese women's wear industry is rapidly changing from the past price competition to the competition of the comprehensive factors such as style, fashion, sales environment, cultural details, brand status and so on.

Coupled with the increase in production costs, sales decline and profit margins of garment enterprises this year, some garment enterprises have shifted their focus to the two or three tier cities, taking the second tier cities as the entry point for their development and expansion, bringing the fierce market competition to the original two or three line area.

Thirdly, the design power is relatively weak.

Women's clothing has the characteristics of novel design, high technology content, strong fashion, small batch, short cycle and fast change. It can be said that design is the soul of women's clothing.

The design strength of Chinese women's clothing mentioned here is weak, which mainly includes two aspects: the first is the gap of cultural connotation.

Although many excellent and highly educated designers have sprung up in China, our design and aesthetic education are more derived from the essence of foreign countries, and can not fully represent the unique cultural heritage of China. Second, the ability to design is constrained by the technology and equipment left behind by some enterprises, and the matching of accessories and accessories can not keep up with the development of design. Many good design works can not be the perfect clothing products.

Fourthly, women's clothing brand enterprises with considerable strength are rapidly rising.

Although we are faced with many difficulties, we must not belittle ourselves.

Europe and the United States brand women's clothing market has a history of 100 years, representing the mainstream trend of today's women's clothing industry.

The Chinese brand women's wear business has only just begun since the early 90s of the last century. Just like the Chinese economy, although it started late, it developed very rapidly. The way that European and American brand ladies wear every ten years, the Chinese brand women's wear may only take 35 years to finish.

In recent years, with the rapid development of women's clothing market and the gradual intensification of competition, a number of women's clothing brands with considerable strength have emerged in the survival of the fittest market, and the industrial clusters with obvious regional colors have been born.

At the same time, many large women's clothing enterprises have extended more than one brand at present. Chinese women's clothing enterprises are moving from single brand to multi brand and multi category to realize brand strategy.

Finally, diversification of sales channels.

With the rapid development of garment industry and the continuous increase of consumer demand, the sales channels of clothing commodities in China have changed greatly.

The marketing channels of garment enterprises are not only limited to traditional department stores, self built channels, and stationed in large shopping centers in the form of exclusive stores, but also focus on building a new multi-level sales network, such as high-end flagship stores, clapping stores, online stores, Advanced Custom Stores and supermarket stores.

Since 2009, many garment enterprises have opened online stores such as online stores and specialty stores. In the Taobao mall, hundreds of clothing brand manufacturers have set up official flagship stores, such as Euro hour, Yi Hui, Esprit, Taiping bird and so on.

Consumers can find the latest and most fashionable products on the Internet, satisfying the consumption psychology of the new generation of consumers in pursuit of fashion, convenience and experience.

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Where there is a tendency, we must win first.

2011 is the opening year of 12th Five-Year and the opening of the new ten year.

Like all walks of life, women's clothing industry is bound to face new opportunities and challenges.

For the development trend of Chinese women's clothing industry, first, the market will be further broken down, and competition will further intensify.

Women dress practitioners divide the consumers into groups of buyers with different needs, personalities or industries. The aim is to minimize the inherent differences between individuals in the same market, and to increase the difference between different market segments.

Market segmentation can effectively improve market decision-makers' ability to cope with complex situations and make marketing easier.

With the growth and development of the new generation of consumer groups represented by the 80's and 90's, their comprehensive factors such as life philosophy, educational foundation, purchasing power and consumption mode will become the basis for accurate segmentation of the market, which requires women's clothing enterprises to make the necessary work ahead of time, so that they will make timely decisions and remain invincible in the market.

In the post crisis era, China's traditional clothing export enterprises were blocked, making the processing enterprises have to develop the domestic market and aggravate the competition in the domestic clothing market.

With the continuous progress of China's social and economic development, the typical processing trade tends to shrink.

And more and more foreign women's clothing has entered the Chinese market and occupy the leading edge. As they continue to expand their efforts in the Chinese market, the "gunpowder flavor" of the women's clothing market will become increasingly strong and will bring greater pressure to the development of the domestic garment enterprises.

A statistical data from the China National Business Information Center shows that among the top ten brands in the Chinese women's wear market, the top five brands are all foreign brands. The situation of China's own brand women's clothing is very grim.

Under the combined pressure of rising production costs, enterprises not only need to accurately segment the market, but also develop diversified fashion as much as possible, establish their own brand culture in the diversification of consumer groups, and occupy the market with cultural values.

It is foreseeable that the design ability of Chinese women's clothing enterprises will definitely be further improved.

The improvement of design ability can be simply summed up as a central and two basic points.

A center means a successful enterprise or brand must have a successful brand connotation, that is, to express or carry forward the specific mainstream culture by means of connotation, and this culture is recognized by the vast number of consumers.

Enterprise decision-makers only jump out of the "sales for sale" this strange circle, in order to truly enhance the brand's design ability.

The two basic point is mainly the means to improve the design capability. First, the common design and the change of OEM to ODM can not only train the ability of the designers of their own team, but also get the orders satisfying the foreign buyers.

Second, hiring foreign designers is also a way to improve the design ability of women's clothing enterprises.

Now, many designers from Europe and the United States come to work in Chinese enterprises.

In addition to recruiting local designers from the US and Europe to improve their overall design capabilities, some enterprises have also recruited graduates from the European and American local fashion design institute.

Hiring foreign designers on the one hand can communicate smoothly with the designers of European and American customers in the creative ideas and ideas of the products, and gain the trust of customers and harvest orders. On the other hand, because foreign designers understand the popular elements of the developed countries market and the tastes of consumers, it is easier to create works that guide the fashion trend.

However, it is also a challenge for foreign designers to integrate with Chinese corporate culture and remain in touch with the trend of fashion in Europe and America after working in China.

If the integration is successful, it will help to break the cultural and geographical limitations of foreign designers, so that enterprises can quickly cooperate with the development trend of the market to enhance their competitiveness.

In addition, strengthening communication and communication with other countries is also essential.

Attracting foreign designers to China and absorbing the design essences of European and American markets is a microcosm of international exchanges between Chinese and foreign industries. It also promotes the improvement of the design level of domestic garment industry, and will become a long-term trend of development. It will also become the first step for Chinese enterprises to enter the international market.

Of course, women's clothing enterprises will focus on developing the two or three line market in the future.

Beijing, Shanghai, Guangzhou and major provincial capitals, such as the first tier cities in China, have a relatively mature consumer market, which is the ideal "geomancy treasure land" of many brands.

But now this situation is changing. As the market of first tier cities tends to be saturated, more and more brands are starting to compete in the two or three line cities to seize market opportunities and expand their development space.

In recent years, along with the development of economy and the acceleration of urbanization, the emergence of new pportation tools such as high-speed rail and light rail has made the links between cities and even towns and villages more closely. The consumption of residents has become possible in the two or three line cities. The concept of "one hour economic circle" has swept the whole country, which will open up a new development space and train of thought for women's clothing enterprises.

The two or three tier cities have many advantages, such as the high cost of brand operation in the first tier cities, the lower two or three line cities, the rapid increase in the income of the two or three tier urban residents, the remarkable increase in women's clothing consumption capacity, especially the brand consumption capacity; the macro policy adjustment, including encouraging consumption and expanding domestic demand, has greatly promoted the entry of clothing brands into the two or three tier cities, stimulated the desire of low-income people to bring new development space to the brand; nowadays, the pressure of life in big cities such as Beijing, Shanghai and Guangzhou has gradually increased, and some young people who are struggling for survival are increasingly inclined to escape from metropolis and seek for entrepreneurship and job opportunities in the more livable two or three tier cities. This also reserved the development space for the brand in the two or three line cities in the future.

The entry of clothing brands into the two or three tier cities is also conducive to more conscious use of new channels, new products and new models to expand the market.

Faced with the vast market space of the two or three tier cities, the new round of rapid development of clothing brands is just around the corner.

At the same time, the obvious local characteristics of two or three line cities and the more diversified demands of local residents on products will put forward new requirements for brand enterprises dedicated to developing this field.