700 Billion How To Play The Casual Clothing Market?

Leisure time clothing Sales growth in recent years, from the needs of clothing, in the forefront of all kinds of clothing, has a very broad prospect. Research shows that China's casual wear in 2009 market The scale is nearly 500 billion yuan. According to analysts, the size of China's casual wear market will exceed 700 billion yuan by 2013. Obviously, the biggest source of the growth of China's garment industry is the casual wear market.

　 Growth data

As the leisure market becomes more and more popular in the international market, consumers are increasingly seeking leisure and fashion. This makes casual clothes highly respected in the domestic apparel market. In 1995, "JACK&JONES" and other leisure brands entered China from abroad, and then swept the whole country. Up to now, leisure clothing stores have spread all over the country. According to incomplete statistics, at present, there are more than more than 10000 professional casual wear manufacturers in China, with more than more than 2000 product brands, and casual wear is occupying the leading position in the clothing industry.

Young and middle-aged are the main consumer groups of leisure wear, accounting for about 50% of the total consumption. In 2008, there were 2703 million people in 21 cities across the country buying 73 billion 400 million yuan of clothing online, among which sportswear and casual wear were the most popular among netizens. The characteristics of sports and leisure, coupled with the injection of popular elements, make sports and leisure brands far more recognized than other types of clothing in online shopping groups, especially among young people. The top three brands with the highest brand awareness are sports leisure. brand 。

From a number of clothing giant enterprises, half a year's support for garment industry profits rose only casual wear. YOUNGOR's semi annual report shows that the revenue of casual wear reaches 1 billion 190 million yuan, up 12.78% compared with the same period last year, and the sales of shirts and suits are still lingering. Coincidentally, Shanshan Group's semi annual report also showed that the revenue of casual wear was 240 million yuan, up 57.59% compared to the same period last year, and the performance of suits and knitwear began to decline.

Sales growth of Dafu and good momentum of development, and this has prompted Chinese casual clothing manufacturers to quickly push their brands to the market. From the scene of the fifteenth Ningbo Fashion Festival, the traditional clothing giants have also launched leisure brands. Shanshan Group, YOUNGOR, represented by the old clothing enterprises in recent years, pushing its S2 and Gy brand, at the same time, the development of some new brands is also in full swing.

　　 Thinking in development

China's casual wear has gone through three generations of development. The first generation of Hong Kong, Macao, Taiwan and other brands brought the concept of casual clothing into the world. The second generation is the rise of domestic brands. The third generation of sportswear dress pattern popularization is the concept of casual clothing featuring the pursuit of individuation, fashion, high quality and the embodiment of new lifestyles. At present, China will enter the fourth generation of the development of leisure apparel industry. The production and production of clothing will pay more attention to technology and technology, and cross domain brand operation will become an important survival skill for enterprises. In China, the base of leisure clothing industry is "three feet stand". The "Shanghai faction" dominated by Shanghai and Jiangsu and Zhejiang provinces, with "Fujian faction" dominated by Fujian, and "Guangdong school" dominated by Zhongshan and Zhongshan, each has its own strong points.

In August 1992, the first brand "Giordano" of China's casual wear market opened in Guangzhou. Since then, all kinds of casual wear brands have entered the Chinese market. Hongkong brands such as "JEANSWEST", "burllung" and "You wei" have landed in coastal cities, and gradually develop their leisure clothing stores in major cities across the country, changing people's dressing concept and aesthetic taste. At the same time, many formal brands are also making leisure articles and launching their casual wear. For example, for many years, men's suits and shirts ranked first in "YOUNGOR", and in the case of the market in which the clothing market is shrunk and the size of casual clothes is enlarged, in order to maintain the leading market share, we have changed the product positioning of the previous major production of suits and shirts, and also designed and produced casual wear. During the Ningbo clothing festival in October, Li Rucheng, chairman of YOUNGOR group, said: "in improving competitiveness and market voice, brand strategy is the direction of YOUNGOR's future development. The 6 major brands will further develop and complete the re distribution of sales channels." YOUNGOR has launched a new creative design, brand strategy, perfect and strengthen channel construction and logistics construction. Adjust product structure, enrich product series, and constantly improve the gross profit margin of brand clothing. At present, the gross profit margin of YOUNGOR's domestic clothing is 63%. It is comparable to many international brands. (LV gross margin is 64.6%, BURBERRY gross margin is 62.8%).

In the clothing industry, especially in the field of casual wear, the fierce competition between domestic brands and international brands has intensified. In particular, ZARA, H&M and other brands have been aggressive, and the brand of ONLY, VERAMODA, ES-PRIT and other brands that had been selling rapidly has cooled rapidly. Whether it is Spanish group ZARA's parent company INDITEX group, or H&M from Holland, or unique from Japan, casual wear can prompt its brand to expand rapidly worldwide. With the continuous entry of foreign leisure brands, the market competition has entered the white hot. The international clothing brand has the advantages of capital, brand and management to enter China. The goal is also very clear, stabilizing the first tier cities and developing the two or three tier cities. Most of the domestic high-end market is occupied by foreign brands. Most Chinese brands are in the middle and low market, and there are more Sino foreign joint ventures. There are relatively few original domestic leisure brands, among which the space of the high-end market is larger, and there are also some market spaces in some hypermarkets.

Nowadays, the collision between domestic leisure brands and international leisure brands such as ZARA is unavoidable, but these brands do not have absolute advantages. Foreign fashion fast selling brands are dominated by big stores, and there are no advantages in the cities below the second tier, not the mainstream formats, while the domestic leisure brand shop formats are more flexible for two or three line cities. Compared with them, the competitive advantage of domestic leisure brands lies in a better understanding of Chinese culture and the Chinese market, as well as a wider and deeper social network.

　　 Breakthrough and counter encirclement and suppression

Although casual clothing looks simple, it includes many aspects, such as fabric, accessories, technology, edition and so on. Compared with the development of foreign casual wear brands for decades, China's casual wear enterprises started late. How will China's casual clothes, which are at a disadvantage, break through the encirclement and suppression of international leisure brands?

The reporter interviewed China's famous clothing brand management expert, chief consultant of China Research International, Zhu Wenxin, editor in chief of clothing dealer "competitive intelligence" and Zhang Meiling, an industry observer.

First, we should cater to the current situation and pay attention to consumption segmentation. Competition upgrading and consumer segmentation bring about the upgrading of clothing categories. We see that children's clothing has been gradually broken down into children, children's clothing, youth clothing and so on, which can meet the clothing needs of children of different ages. At the same time, clothing brands that are serving an age group are taking a series of development paths, such as workplace series, gathering series, leisure series, home series, etc. Similarly, casual clothing is also compatible with the trend of fashion nowadays, showing diversified development trend, fission into personality leisure, fashion leisure and sports leisure. In combination with the needs of the new generation, we have subdivided the young, middle and old clothes, and the styles, fabrics and colors are more colorful, especially in the development of accessories.

The two is to form its own characteristics. Ultimately, the brand's market position is determined by the brand's own character rather than the insignificant difference between the products. Take the Chinese casual wear brand as an example, our leisure wear still stays in imitation stage or simply copies the style that the foreign sells well. The design idea is relatively narrow, the image of each brand is identical, the differentiation is not obvious, the brand style is not obvious, and it can not be designed according to the consumption demand, and has not yet been well integrated with the market. Secondly, improve fabric development and pay attention to details. Take T-shirts, for example, because the styles of T-shirts are less varied. At present, the output of T-shirts in our country has been very impressive. If we can catch up with foreign countries in fabric, and our processing level and product quality have shortened the distance, this will pave the way for Chinese T-shirts to occupy the international market. In addition, the foreign leisure brands are very particular about the version, and they feel very comfortable wearing because their tailoring is based on the human body structure. However, the casual wear in our country is generally not paid enough attention to. For example, the temperature of the steam, the shrinkage of the cloth, the distance between the stitches, the length of the stitches, the thickness of the thread, the size of the stitches and so on. Finally, we need to speed up the renewal. Some old foreign casual wear such as ONLY, there will be at least 20 kinds of new listings in a week, and at the same time, more than 20 old styles will be eliminated. And domestic brands are generally seasonal adjustments, it is difficult to keep up with the update speed of international brand products.

Three is to strengthen channel construction. The product is good, the system construction is not in place, it is still difficult to continue, the same reason, the product has no characteristics, the system construction is too rigid to be useless. In the case of product research and development, in order to steadily expand market share, the development of systematization, vertical, scale and profitability is the general trend. In reference to brand share, we all like to say "we need to enhance brand loyalty". Zhu Wenxin suggested that before thinking about this problem, we should first solve how to make customers fall in love with us. Strategy can only solve one time, and brand building is the main reason for customers to accept the development of brand and terminal.

Today, the development of China's casual clothing industry has begun to shift from "quantity consumption" to "brand consumption", and product consumption and brand consumption have developed to the era of quality, humanization and high value consumption. At present, the domestic casual wear market is far from being saturated. This "unsaturation" is based on product development, channel cultivation, systematic construction and profitability of casual wear. Therefore, the 700 billion market is promising.