The "Low Line Market" Lure Local Clothing Giants To Nugget "Three Or Four Lines".

Recently, the The Strip in Hubei's county-level city of Qianjiang is crowded. Hundreds of Yuan's local brand business casual clothes are being snapped up.

Dozens of square meters to hundreds of square meters of business casual shop shops gathered on the The Strip, covered.

"Qianjiang is only a county-level city, and its income level is not high in the small and medium-sized cities of the whole country.

Agency system is one of their survival strategies.

An industry analyst said that the second tier cities had strong spending power, and domestic and foreign brands competed in competition.

The local brand is like a large wholesaler, through the provincial generation, the company system and other ways, the pieces will fall in the second tier city's sub prosperous area or three or four line city.

International brands often face high levels of domestic agents. They will set up various kinds of rules and regulations.

But they are more compatible with agents.

These people admitted that international brands did not really find the value of domestic agents.

As a matter of fact, the three or four line urban residents have less understanding of the international trend, more consumption needs, and great differences in clothing color and decoration details.

Therefore, domestic brands are more dependent on agents.

A report by Wang Wei, an analyst with China Merchants Securities, shows that more than 70% of the revenue of the seven wolves is from franchising channels, and the scope of company services is gradually sinking from agents to distributors, including direct confirmation and credit granting.

In addition, the layout of three or four line city stores has cost advantages.

These cities are relatively low in rent and labor costs, and the urban area is small and business circle is relatively concentrated. Urban residents are accustomed to shopping in fixed places, which helps to cultivate customer loyalty.

Behind the layout of sales outlets, local brands are more flexible and flexible.

The above analysts said that the positioning of high-end international brands and well-known brands for advertising, activities venues, ways of demanding more stringent, high-end people's efforts are limited.

On the contrary, local brands blossom in full blossom.

Every year, CCTV will conduct an advertising bidding in Fujian Province, among which clothing brand enterprises are the key tenders.

Because many enterprises in Fujian, including garment enterprises, mostly choose CCTV for advertising.

However, in the past two or three years, the marketing mode of advertising has been gradually weakened.

Because local brands are gradually moving closer to foreign brands, some companies outsource production and logistics, focusing on design and marketing.

Many brands have completed the pition from single products such as "jacket experts" and "trousers experts" to diversified product lines.

by

The consumption power of the three or four line and the rural market is gradually being released.

Take ordinary rural families as an example, its annual income is about 2 times more than that of 2005.

Statistics show that the per capita income of small and medium-sized cities has increased significantly higher than the national average.

The process of urbanization and urbanization in China has created opportunities for growth.

Over the past 10 years, small and medium-sized cities have been ushering in a new round of development. The urban area, population and per capita income are improving, infrastructure is also improving significantly, and the social security system is improving, and the purchasing power of the market will be further released.

"Every year, the growth rate of our store is in 2 figures."

A local employee said that before, the main force of consumption was private entrepreneurs and public service people. Now ordinary people have joined in.

Especially the "80, 90" young people.

Their passion for brand is much higher than that of their parents.

Local brands have been operating for over 10 years, and their loyalty has been cultivated.

Many international brands have not yet come in, and the unit price which is often more than 1000 yuan has isolated their cognition, prompting them to prefer local brands.