After Years Of Hard Work, Local Women Wear "Collective Sword".

"A fashionable brand in China for 15 years, suddenly ignored the brand image to adopt the extreme way to recover the agency power. The old brand of foreign women's clothing must be pushed to a crossroads."

A clothing industry shook his head and sighed.

In 2011, there was one thing in the Chinese women's clothing market. The Danish fashion giant Vero Moda and Only brand fashion company had a dispute with franchisees and forcibly regain the agency.

Whether this is right or wrong is not to be said for a while. The main reason is the astonishing speed of these fast fashion brands, such as Zara, H&M, Gap and Uniqlo, which make the veteran fashion company feel unprecedented pressure. The rapid rise of local fast fashion brands such as Taiping bird and La Natsu Bell has exacerbated this contradiction.

The shopping lady must have noticed that a new lady dress brand has appeared in many cities in China: La Natsu Bell.

In just one year, La Natsu Bell has more than 700 stores in the country, reaching 900 by the end of 2011, and its stores have reached 1400 in 2012.

"Our research has found that the market capacity of young ladies' clothing in China is very large, and there is still much room for the market.

In this field, we have done much better than foreign brands, and local brands still need to be improved. We want to explore local brands that can impact international brands.

Founder Xing Jiaxing said.

La Natsu Bell is positioned in the white collar fashion ladies dress, and like foreign clothing enterprises, Xing Jiaxing has long adopted the multi brand strategy to adapt to consumers of different ages.

In addition, although La Natsu Bell has deep accumulation in design and channel, what makes it more prominent is the company's overall operation and management capabilities, especially in terms of supply management.

Positioning in the fast fashion, it is necessary to meet the consumer style of changing consumer demand. Now, La Natsu Bell update clothing styles are also very fast, launched a thousand a year, every week will have a new style of listing.

La Natsu Bell designer updates according to a new batch of requests every two weeks, and because of the production, delivery and distribution process, the general designer will design ahead of time, which requires designers to accurately predict the trend.

This has great consideration for the systematic operation of the company, which takes many years to accumulate.

Of course, this also needs to manage the supply chain well. La Natsu Bell has a very core product production and logistics system team, and is also a powerful guarantee for the company to become a "fast fashion" expert.

From Mars Phil, exceptions, white-collar workers, Jifen, Geris, to European forces, Ya Ying, nine posture, and then to brother, Sheng Yu Zhu, these high-end brands for mature and intellectually women, as well as La Natsu Bell, Taiping bird, clothing and love, Gloria, lady's house, Ayilian and so on, are located in the fast fashion little Shu brand brand of small white collar. Local women's clothing has built an omnibearing brand structure, and has made remarkable achievements.

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From the characteristics of Chinese women's clothing, the first is the change of consumption concept and brand awareness. Secondly, the market is fragmented, and the competition of international brand layout in China becomes more intense. Thirdly, the design power is relatively weak.

Fourthly, women's clothing brand enterprises with considerable strength are rising rapidly, and finally, sales channels are diversified.

First is the change of consumption concept and brand awareness.

With the improvement of education level, the development of multiculturalism and the growing economic strength of young women, the consumption concept of female consumers is constantly changing.

The trend towards self perfection and individual perfection is increasingly showing that more and more women dress up to be individualized. Choosing their favorite clothes has become a fashion. Most women are willing to show their cultural level and taste with clothing, while women of all ages are right.

The market is becoming more and more fragmented, and the competition of international brand layout in China is becoming more and more intense.

Standing at the height of the world's analysis of women's clothing pattern, one can not deny the fact that European brand women's clothing still occupies the leading position of the industry with its brand influence and market scale.

At present, foreign women's clothing brands have begun to accelerate the expansion speed in China. H&M, ZARA and C&A have poured into the Chinese market and occupy the leading edge. The GAP of the United States has also set up shop in China.

As they continue to expand their efforts to expand the Chinese market, women's clothing market competition will become more intense.

Although there are a large number of women's clothing enterprises in China, there are still some problems such as high inventory, slow turnover speed and homogenization of products. At the same time, consumers' loyalty to women's clothing is low, and the market share is not stable, making price war and terminal promotions frequently staged.

The market competition pattern of Chinese women's wear industry is rapidly changing from the past price competition to the competition of the comprehensive factors such as style, fashion, sales environment, cultural details, brand status and so on.

Coupled with the increase in production costs, sales decline and profit margins of garment enterprises this year, some garment enterprises have shifted their focus to the two or three tier cities, taking the second tier cities as the entry point for their development and expansion, bringing the fierce market competition to the original two or three line area.

Having considerable strength.

Sales channels are becoming more diversified.

With the rapid development of garment industry and the continuous increase of consumer demand, the sales channels of clothing commodities in China have changed greatly.

The marketing channels of garment enterprises are not only limited to traditional department stores, self built channels, and stationed in large shopping centers in the form of exclusive stores, but also focus on building a new multi-level sales network, such as high-end flagship stores, clapping stores, online stores, Advanced Custom Stores and supermarket stores.

Since 2009, many

"The color is exactly the same as the picture.

The material of IMMAn is really excellent. The slippery and soft cotton is thin but opaque, and it will not deform.

I wanted to wear it right away, but I could bear it first, wash it home, wash it again, and then SHOW, hee hee! "From the netizens' comments after the Melody online shopping, we can see that the new shopping method has been accepted by more and more consumers, especially young consumers.