How Far Is The Internationalization Of Chinese Women'S Clothing Brand?

At present, the outstanding features of China's women's clothing industry are: the market is fragmented, the international brand layout China, the competition is more and more intense, the design power of women's clothing enterprises is relatively weak, and the majority of regional brands are.

If we analyze the market structure in a global perspective, we can see that European and American brand ladies are firmly occupying the leading position of the industry with their brand influence and market scale. Korean women's clothing, especially the recent Korean dress, stands out among young people and has gradually guided the fashion trend of young people all over the world. Besides high-end luxury brands LV and CUCCI, H&M, ZARA and C&A have also poured into the Chinese market and are in the leading position, which makes the competition of women's clothing market more intense.

We have noticed that all the brands in the international market and the Chinese market are all direct outlets, but no agent expansion has been adopted. Even if the Hongkong women's clothing enterprise has already been successfully listed, Baotai and leisure brand, Muse and bang Wei, the expert of the nine pants, the king of nine Shepherd, will also invest a large amount of funds raised by the listed companies in the expansion of self run shops. Such enterprises as Mei bang and Semir choose to set up several storey high store models in the gold corner, thus gradually changing the current situation of more agents and less self employment.

This phenomenon shows at least that the main goal of successful brand selection and continuous pursuit is the form of self run stores. Perhaps Shu Lang and more local brands like the similar development mode of Shu Lan need time to wait for the recognition of the domestic capital market.

With the rapid rise of Hangzhou women's wear and Shenzhen women's clothing in the past two years, the "dress up north" has become a typical phenomenon in the Chinese women's wear brand market. But overall, the regional characteristics of Chinese women's wear are still outstanding, the number of Chinese women's clothing brands has a very high growth rate, but the regional brand of women's clothing brands is strong. The market share of women's clothing brands with a higher market share nationwide is lower than that of men's brands and their brands are unstable.

Northern enterprises have fewer brands in the South than in the south, and the North women's clothing brands such as Shu Lang have been so successful that they can cover 29 provinces and cities with such a wide range of enterprises. They should be encouraged and supported. ZARA, H&M and UNIQLO women's clothing can be spread all over the country.

If this "river crossing river strategy" model is not recognized, then?