Clothing Brands Fight For The Two Or Three Line Market: New Layout For Ten Years

　 Numerous clothing Brand to China Clothing industry The "golden age" trend is reflected in their recent trend. market Strategy and layout.

Perhaps it is too early to say that China's clothing industry has really entered the crisis, but after all, the worst period has passed. Even analysts believe that Chinese clothing has entered the golden age for 10 years. Huatai Securities apparel industry analysts said that in the medium to long term, the domestic market demand for clothing expansion and consumption upgrading, the survival environment for Chinese brand clothing enterprises is very favorable. It can be said that the maturity and growth of China's consumer market has become the evidence, foundation and impetus for the "golden 10 years".

According to the insiders, repositioning and analyzing the changes in the Chinese market is a compulsory course for every Chinese clothing brand. The more complicated the market environment is, the more systematic the marketing strategy is. "In the past, our actions were greater than our thinking, and now we should spend more time thinking about the marketing strategies in the special period".

As a result, many clothing brands have judged the trend of the "golden age" of Chinese clothing based on the consumer market, which is reflected in their recent market strategy and layout.

In fact, the financial crisis has changed people's consumption concept to a certain extent. In Europe and America, the demand for luxury goods, including clothing, leather goods and cosmetics, has shrunk. In Japan, the shrinking of high-end products and the popularity of low-end products and second-line brands also show the trend of global consumer market.

Some domestic brands are catering to this trend.

Li Lang is preparing to sell his second brand L2 in the stores this year. L2 will not change the core concept of the company's "simplicity and simplicity", but will maintain a certain distance from the main brand and form a dislocation operation. L2's main products are divided into 3 Series: Student Series, leisure series and fashion party series. This is also L2's innovative design for different levels of young people. Its product price will be lower than the main brand 20-30%, targeting 20-30 year old young people.

In the CHIC2010L2 booth, the company also adapted to the brand young, second line positioning, did not carry out too many luxurious gorgeous booth construction, the whole exhibition hall is more transparent, see young people's youth and vitality.

Lu Yao, general manager of L2, hopes that L2 can reproduce the experience of the rapid success of Leon, and on the basis of this experience, he will occupy the first tier cities of the country faster and become the mainstream brand that dominates young people. To this end, although the location of L2 is low, all the designs are completed by the Italy design studio. "This is because the company wants to bring Chinese consumers an Italian style fashion brand".

Mcglaughlin, who was founded and famous for mail order, has also launched several brands. Besides familiar Euromoda, it also includes Euromoda Kids, Rampage and Pink by Euromoda. At the same time, Mcglaughlin is also "sinking", extending the channel to the two or three line city.

To this end, Mcglaughlin has begun the formal transformation of the agent oriented market.

"Before, we have started a direct store plan under the line. In the past year, we have opened many traditional retail stores. Now, we plan to integrate our brand into the agent market. " Mcglaughlin two director of business Sang Xiaobin said.

The company intends to "pack" several brands and put them in the agent market. This is the overall adjustment made by the company to further expand the channel resources. "This can greatly enrich our channel resources, and the resources between brands can be borrowed mutually, and the resource space of integration is enlarged."

According to Mcglaughlin's plan, in the future, in the traditional retail market, the market size of agent joining will account for more than 50% of the total sales of Mcglaughlin. Laying the channel to the two or three line or even the four line city is an important plan for the company.

"Looking at the big cities in the past 5 years and looking at the two or three line cities in the next 5 years" is a theoretical basis for supporting the company's plan. Prior to this, the company has said that in the next 3-4 years, Mcglaughlin will expand the number of stores from the existing 200 to 2000, "will open shop in three or four cities."

The company believes that it has certain advantages. Compared with other "sinks" local brands, Mcglaughlin's product pricing is "very competitive", so its product line and sales policy will not be distinguished between big cities and three or four tier cities.

However, there are brands that are against the trend and stick to their own high-end road.

Not long ago, the men's clothing brand Luo Meng's "IN. ROMA" new realism fashion senior men's clothing conference was held in Beijing. Many shopping malls representatives and VIP customers of the company became the first audience of these new men's wear. ROMA is the high-end brand of the company. Chief designer Andrea Foscarini is from Italy and has served many international brands. {page_break}

On the CHIC2010, ROMA also shows luxurious style. At the same time, these men's suits, which are very sophisticated in material, edition and collocation, are produced by hand customizing. The company's shoes are also customized by hand. "Customizing a suit is about a week's time and the shoes may be a little slower." a company spokesman said that the hand-made tailor's men's wear is one of the company's future market priorities. "Now consumers don't want to crash."

The company also has plans for promoting this key point. "ROMA has participated in CHIC for 4 consecutive years. Now the company is mainly pushing this high-end brand, and the purpose of the exhibition is to set up a brand image and find another suitable shopping mall." the spokesman said, "the company must have a very specific position with the ROMA for the choice of shopping malls."

While looking for shopping mall channels, the company is also laying shop channels for ROMA. However, like many high-end brands, ROMA is cautious in its store strategy. It does not spread quickly. "Most stores are direct outlets, such as stores in Beijing and Zhengzhou," the spokesman said. The reason why companies adhere to the high-end line is that they are different from the European and American markets in crisis. The performance of China's consumer market is indeed "puzzling." On the one hand, Chinese consumers carefully guard their pockets, and a large number of small and medium-sized enterprises are eliminated; on the other hand, they remain passionate about high-end consumer goods, so that this has become the best haven for international brands.

In the face of such a demanding market, can anyone be unmoved?

CHIC2010 is probably the best proof. At the exhibition, there were more than 300 overseas brands from more than 20 countries. In addition to the latest design, they also have a strong desire for the Chinese market.

Korean Li Zhixiong is tall. This year, his own brand Vienkelly has just announced her entry into China.

Although Chinese is still half baked, he has already studied the Chinese market. For the framework of the channel, "first consider Beijing, Shanghai and Hangzhou, then Kunming, Chengdu and other provincial capitals", Li Zhixiong said, and he also considered the maturity of the shop. "Beijing stores are directly operated, and other regions may consider adopting agents and joining."

For product design, he obviously believes in Korean style. "The company's design team in Korea, designers are all Koreans." Vienkelly products are indeed suitable for urban women. They all use natural fabrics such as linen, cotton and so on. They are both fashionable and elegant. "Vienkelly is pursuing freedom, nature, comfort and fashion." Li Zhixiong said.

Perhaps China and South Korea are close neighbors. Similar thinking modes and aesthetic standards have given Li Zhixiong the confidence to run Beijing stores. Some brands from Europe and the United States value the way of entering China with cooperation.

Not long ago, Iconix Brand Group, Inc. and Hongkong Yongxin fashion group co founded the brand holding company, ACON nice China Limited, which said that 17 American brands will be introduced into the Chinese clothing and home textile market.

"China's clothing and home textile market has enormous potential for consumption. By sending 17 brands to the Chinese market, acennis hopes to quickly release the rapidly growing demand for personalized demand in the new middle class." Company president Cao Yinghui said.

In order to adapt to the Chinese market more quickly, the company plans to establish a strategic alliance with the outstanding mainland clothing and home textile enterprises respectively, and establish a brand joint venture. The joint venture company will have the permanent ownership of the brand in the Chinese mainland market. The company hopes that through this innovative strategic cooperation mode, it will combine the brand resources superiority of agennis with the strong production and marketing advantages of the mainland enterprises, and work together to develop the potential of China's consumption through the development of complementary and win-win cooperation.

According to the plan, Acons is responsible for bringing brand management experience, international fashion design and brand image promotion resources to joint ventures, while local enterprises will be responsible for the production management, marketing channels and marketing of the brand in the Chinese market.

The company said that at present, a number of domestic garment enterprises and the company have established partnerships, such as Mcglaughlin, Bosideng and Yi Xin Yue.

Coincidentally, the brand Gabor from Germany also focuses on cooperation in developing the Chinese market. Helmut, the export manager of the company, said that Gabor has gained a deeper understanding of the Chinese market through CHIC and has collaborate with Chinese partners in the form of store stores. Through such cooperation, the company quickly became famous in China and occupied the market. Now it has opened more than 100 stores in the mainland. Recently, its stores in Beijing and Zhengzhou opened.

Whether it's a local company or an overseas brand, these 10 years of gold may be just the beginning.