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How Many Changes Faced By Clothing Brand Listed Companies?

2011/8/11 18:41:00 43

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China in 2011

brand

The clothing industry is bustling in the capital market: Semir clothing and nine herdwang clothing companies have successfully issued public offerings, while the annual profits of major garment enterprises have increased by more than 30%. The profits of Pathfinder and search companies have increased by more than 50%.

At the same time, the industry has also experienced major events that never occurred at the height of the financial crisis. The performance of Lining and China has gone back sharply. The stock price has dropped more than 70% in just over a year, which is tragic. In contrast, Adidas, Nike and other international giants are advancing all the way in the mainland market this year, Adidas's second quarter in mainland China.

Sales volume

The strength increased by 37%.

Whether it is a triumph or a bottleneck, there is a need to be clear about the fact that Chinese clothing brand enterprises have been growing rapidly over the years and can gain advantages relative to international brands at home. In addition to the unremitting efforts of countless garment workers, they have also benefited from the following external environments: first, the gap between China's clothing demand levels and developed countries in the past years is too large. Under relatively small market conditions, the international garment brands lack the power to independently develop products for the Chinese market.

Second, China's sales channels are not mature, and the changes are fierce. It is very difficult for international fashion brands to be familiar with the channel environment in mainland China in a short time.

Third, spillover costs.

China's brand clothing enterprises are not standardized in terms of tax payment, environmental protection and so on, and many cost pfers have been undertaken to the society, which is equivalent to the whole society subsidizing enterprises.

With the continuous progress of the economy and society, the external environment that helps the growth of Chinese brand clothing enterprises has gradually weakened and some have completely disappeared.

Lining, China Trends and other enterprises in this year's sudden decline in performance, leaving behind the impact of domestic brand competition, the international brand force China, "product positioning pressure" squeezing the survival space of local brands is also a very big factor.

After many years of development among domestic brands, there are quite a few large scale sub sectors.

compete

Brand, channel layout has been relatively concentrated, relying on decades of familiar organizational products, distributors, shops, money collection development model has come to an end.

In the relatively serious homogenization stage, to survive, it is necessary to launch a hand to hand battle with the competitive brand, and the competition will further intensify.

In the past, a relative competitive advantage can survive. Now the enterprises must form a combined force in all aspects such as brand building, product organization, channel management, enterprise culture, capital operation and so on, so that they can laugh until the end of the war of attrition.

In the current market environment, brand names

clothing

Enterprises face urgent changes in many aspects:

First, in terms of strategic positioning.

The choice of large, fast, "wheat fashion" or personalized brand? The choice of high quality and high price or civilian line? Different choices determine the difference between the direction of resource delivery and the difference between the upstream and downstream game modes.

The strategic positioning of Mei Bang clothing has chosen to move closer to the international brand "Zara" and so on. Therefore, in recent years, a lot of efforts have been made around this strategic positioning, such as the big store strategy, the "ME&CITY" brand attempt, cross-border cooperation and so on.

Despite the difficulties encountered in this process, such as the sharp increase in stock prices, it is admirable to make progress towards the established strategic positioning.

Based on the market situation of most of the middle and high grade shoes in the market, BELLE chose the strategy of self creating, purchasing and acting as a multi brand, and achieved a considerable gaming ability with the shopping malls.

Secondly, in terms of physical channel layout.

Over the past few years, China's commercial real estate pattern has changed most frequently.

The continuous fission of business circles, the rise of shopping malls, the rapid development of large shopping plaza, and the change of other products or services outside the clothing area to the ecological environment of business circle require enterprises to re-examine the strategy of channel layout.

Every change of pattern will give birth to new brands and at the same time lead to the extinction of a large number of old brands.

The rise of shopping malls gave birth to a large number of distinctive brands.

Since the beginning of this year, the development of commercial real estate has been developing rapidly. Large shopping plaza, city shopping center and urban complex have been rapidly distributed throughout the country.

Ignoring the changes in the layout of the channels brought about by the upheaval of these business circles can easily lead to the rapid decline of the brand clothing enterprises.

Again, in the network and other new sales channels.

Participation or non participation? Self built channels or Internet agents? Self built platform or third party portal? Developing independent products or sharing products with traditional channels?

Finally, in terms of enterprise organization.

How to improve

channel

The efficiency of self-reliance or dealers, the adjustment of the mode of cooperation with distributors in the new competitive environment, the outsourcing of services and the enhancement of which functions are all urgent tasks need to be constantly reviewed and changed.