Competition In Casual Wear Market Is Intensifying.

With ZARA, H&M, C&A, GAP and other fast fashion fashion retailers in the Chinese market have opened large stores, industry insiders said that the domestic casual wear brand has entered the era of big shop competition.

As the leading legion of domestic casual wear, the Fujian style casual wear including seven wolves, Lilien, nine herdmen and CABBEEN also began to layout: Li Lang is now phasing out stores under 200 square meters, and Fujian men's wear seven wolves in Beijing, Shanghai, Guangzhou, Xi'an and other places, "men's life hall" also started.

In Xi'an East Street business circle, the total sales area of Metersbonwe, Semir and YISHION's stores is more than 20000 square meters. In Nanjing East Road, Shanghai, Lining's "Sports City" has also opened.

Recently, domestic leisure wear brand big shop strategy is in full swing.

The same situation is staged between springs and enterprises.

Zhao Naichao, director of the seven wolf channel center, told reporters that the overall situation of the seven wolves "men's living hall" this year is very good. "The store with thousands of square meters is our future direction."

Li Lang is now phasing out stores under 200 square meters, while CABBEEN's three series of clothing are constantly displayed to consumers through big stores.

Quanzhou textile and clothing chamber of Commerce Secretary General Shi Zheng said, now many enterprises are bigger.

Yang Shuqing, director of marketing department of Huaqiao University, said that at least a few strategic considerations should be considered in the opening of large businesses: first, the overall upgrading of the brand image; furthermore, this is also the result of the brand extension of large enterprises; in addition, it can also promote market development and attract more franchisees.

At the same time, from the perspective of marketing, the big shop itself is also the product of the subdivision of the enterprise target group.

In the view of Zhao Naichao, director of the seven wolf channel center, besides being able to show the brand new image of the enterprise well, the big store is a deterrent to the local market and the competitors themselves, and will also play an immeasurable role in promoting the sales of the enterprises in the local market.

Reporters learned that in the early 90s of last century, Giordano, JEANSWEST, burshlung, Baleno and other companies with Hong Kong background entered the mainland market in China. The first generation of "Hongkong brand" era came into being for domestic casual wear.

After more than ten years of development, leisure wear in mainland China has risen rapidly and gradually dominated the Chinese market.

The domestic leisure brands represented by Metersbonwe and YISHION, and the emergence of Fujian casual menswear and sports leisure brands, have led to the rise of China's casual wear brand group.

Since the beginning of this year, fashion retailers such as ZARA, H&M, C&A and GAP have entered China, especially those retail brands in the world. They have announced that the domestic leisure wear market has entered the "third generation" competition era.

Many industry insiders pointed out that these factors have intensified the competition and upgrading of the domestic casual wear market. Under this background, the terminal pformation and upgrading of Fujian garment industry has also begun. The battle for big stores is the product of this competition trend.