On The Gap Between Chinese Women'S Wear Brands And "Three To Three Less" Brands

Nowadays,

In recent years, China's women's clothing industry has developed rapidly, and its output and output value have maintained rapid growth over the years. These achievements are obvious to all.

What is the problem that restricts the development of Chinese women's clothing?

What is the status quo of China's women's clothing industry?

How far is the Chinese women's wear brand from the international brand?

Go into a high-end shopping mall in Beijing, and look at it. Good counters are occupied by international women's clothing, such as CHANEL and GUCCI.

For Chinese women's clothing, this phenomenon should really arouse the industry's high vigilance, and arouse our attention to some prominent contradictions in the women's clothing industry.

Two major problems that restrict the development of Chinese women's clothing:

China has a vast territory and different customs, and there are differences in the speed and extent of acceptance of international fashion. According to specific consumer groups, targeted services need to be kept at a moderate scale in order to balance production and marketing. Secondly, the diversity, multi-level, regional character and randomness caused by emotional dominance of women's clothing also determine the variability and short cycle characteristics of women's clothing products, which at the same time restricts the particularity of women's clothing enterprises.

However, apart from geographical differences, a brand can have consumers at the same level in different regions.

In this regard, the international women's clothing brands are well versed in it. The success of H&M and ZARA from Europe and Beijing is an example of Shanghai's success.

At the same time, we have seen some gratifying phenomena. For example, some "no regional brand" women's clothing has begun to emerge: "exceptions", "white-collar workers" and "brothers" are all representatives of women's wear.

But on the whole, the regional characteristics of Chinese women's wear are still very obvious.

The two major problems that restrict the development of Chinese women's clothing are: first, family management is still in the leading position; the two is that although the design is more important than before, the brand characteristic style is not obvious, the imitation phenomenon is still serious, the product positioning convergence phenomenon is more prominent, and the complementarity is poor.

People in the industry once said that one of the major drawbacks of women's clothing is to blindly imitate the format, and the form of sales has finally evolved into a big price war and terminal promotion campaign.

The lack of a long-term business philosophy and sustainable development goals is the most important problem for enterprises to solve.

The status quo of women's clothing industry: "three plus three less" phenomenon deserves attention

The women's clothing industry has been unpredictable and uncertain, which is deeply puzzled by the prospects for the development of enterprises and the development of commercial circulation.

I think the existence of Chinese women's clothing industry.

More than 3 one: many elements of style

The term "element" is a popular term in the fashion design field in recent years.

Elements are elements.

In short, it is the design material of clothing.

It tends to dominate the style of clothing and embody the connotation of clothing from inside to outside. It is the charm and soul of clothing. It can be summarized as classic, modern and future.

However, all this is not at all possible at the beginning of the garment industry in China.

At that time, do not talk about elements, that is, design is merely oral speaking.

At that time, we could see which dress level was at the top, because the positioning of clothing at that time was clearer.

In recent years, this situation has changed greatly. The positioning of clothing is not obvious. Some of them are difficult to distinguish and not to categorize. It seems that you have me and I have you, and you are compatible with each other.

The emergence of this phenomenon is, in the final analysis, a diversified style of clothing industry and a significant increase in style elements.

This is bound to become the fashion trend of women's clothing industry, which will inevitably subvert traditional design concepts and even change the aesthetics of dress.

This is caused by the diversification of fashion and the diversification of style elements, thus making clothing design enter into a completely new stage.

More than 3 two: domestic and foreign brands, 5 factors to weaken domestic brands

As mentioned before, people can always tell a few regional brands if they mention a certain kind of dress.

Nowadays, this phenomenon seems to be gradually disappearing. The main manifestations are as follows: international brands of women's clothing have been stationed in high-end shopping malls; many domestic brands have improved their taste and grades; small and medium-sized enterprises have made great efforts to build and accelerate the brand industry; formerly the leading regional brands have focused on extending and distracting the market; some domestic brands are "brand names" and therefore are not easy to read.

It is these five factors that weaken and weaken the characteristics of domestic brands.

Therefore, in order to find a representative brand of Chinese local brands that can compete with international women's wear brands, it seems rather slim for a while.

More than 3 three: yearning for high-end

As long as we have a little understanding of the clothing industry, we can find that the industry has a high fashion, especially for women's clothing enterprises.

Little wonder, such a love of high-end products, but ignores a common sense: for whom the goods are produced and for whom they are dressed?

We must know that in the current market is not standardized or immature, any bias in decision-making will bring immeasurable losses to enterprises.

Only high-end enthusiasm can not replace market competition.

As an industry insider has said, if we wait until the market is perfect or rely on enthusiasm, then the business will suffer more losses.

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Three less: less women

It is understood that many consumers can not buy their own dress.

Especially those who are middle and low income, aged and overweight, this group of people occupy most of the consumer market. They are also the real needs.

But when they need help in clothing stores, they are often less willing than others.

This phenomenon is very related to the age setting of women's clothing enterprises: most of the enterprises are located in 20 to 40 years old, and 50 years old and above have little clothing, resulting in a market vacancy. So many times they have to wear clothes of about 40 years old. Although the beautiful name is: they look young, but after all, people are over 50, how many people can wear the unique temperament of this age group? Besides, the mentality and age, body type are three different concepts after all.

Speaking only of state of mind, not age, is an optimistic attitude towards life. It belongs to the spiritual level. In fact, the state of mind is still caused by age. This is an objective existence.

In addition, China has gradually entered the aging society. The proportion of the population over 60 has increased greatly. This is a very large market.

To design individualized clothing for the huge group is the important duty of enterprises and the only way to make up for market vacancies.

Three less than two: less dominant design

Any enterprise needs to attach importance to product design, because this is the foundation of enterprise development.

But in fact, for women's clothing enterprises, there is still a long way to go.

It is often said that designers are the soul of clothing and the core of enterprises. However, many enterprises do not have enough understanding of this point, nor do they regard designers as the core personages, which has greatly affected the enthusiasm of many employees and hindered the development of their professional capabilities.

There is an interesting phenomenon in the women's clothing industry. It is worth noting that some very talented fashion designers are not active in business, but keen on high-end planning and packaging, focusing on image.

These designers have great influence and strong ability. If they can play a leading role in design, their practical significance will be immeasurable.

Three less than three: less business brand

As a major department of circulation, department stores have few private brands because of historical reasons. They only work hard in attracting investment and business.

As distributors, they are concerned about how to introduce products suitable for shopping malls to achieve stable turnover and enhance performance.

As for how to develop brands and create famous brands, it seems less important.

As the main channel of sales, businesses lack the guiding function of marketing, and no leading products are pushed to the market.

In this case, the function of the shopping mall is similar to that of the real estate agent, to rent the counters to the suppliers, collect rents on a monthly basis, or urge the entry holders to ensure their performance. Otherwise, it is not the other way to replace others but to make up the approved turnover. This is the helplessness of the shopping malls, but also the lack of self branding of the Chinese women's clothing industry.

In the long run, the role of the clothing market has not been brought into full play. This will inevitably reduce the sale of clothing and greatly influence the consumption of the market. Let alone compete with the international brand of women's wear.

Therefore, the role of the clothing market will be further discussed.

In particular, the international women's wear brand has become a reality, and has greatly strengthened the trend, how to build its own brand and enhance its competitiveness, which is the local women's clothing enterprises can not be ignored.

Where is the difference between China's women's wear and VS international brand?

In the Chinese women's clothing industry, only in the course of learning and growing, can we learn to draw the gap between women and international brands.

But we should also see that this is a necessary stage for industrial development.

But where is the gap between Chinese women's wear and VS international brand?

Self promotion as early as possible to end the initial stage

So far, Chinese women's clothing has not really formed an organic whole, and the enterprises are still in the stage of intense tactical competition, with strong regional color, which is still a long way from the strategic development of the Corps.

Although the industry mentions Chinese women's clothing, they often regard Shenzhen, Beijing and Shanghai as the three major bases, but this division is more of a simple division in the geographical sense.

According to statistics, the annual sales volume of Chinese women's clothing is over 100 billion.

Among them, there are no more than 10 women's clothing brands whose sales income exceeds 400 million yuan.

It can be seen that the size of Chinese women's clothing is limited to the regional clustering and the overall strength of output value.

Chinese women's clothing can only be concluded as early as possible by self upgrading.

Promoting brand influence leading industry

In the women's clothing industry, the brand of an enterprise usually covers three to five brands, which covers almost all the consumption levels of the whole age.

Therefore, quite a number of enterprises have already felt the "ceiling". It is difficult to achieve new breakthroughs in scale and sales.

In fact, the core strength of women's clothing business comes from the influence of the brand.

When people talk about a big brand, they only pay attention to the brand and ignore the enterprises behind it. In this case, we can think that the brand value has been established. When the three brands of brand, enterprise and leader are considered as different levels of brand, the brand already has influence. When an influential brand is closely linked with the women's clothing industry, the brand will have the premise of the leading industry.

Chinese women's clothing can only lead the industry if they enhance their brand influence, and then compete with the international big chamber.

In the current situation of "three or three less", enterprises should really settle down and think about themselves: how far away from the brand? How far away from the international brand?