Consumption Order Is Changing The Trend Of Clothing Brand.

In the world economy that has been "bad mouthing", the impact of retail oriented garment enterprises is the first to bear the brunt.

Under the intertwined influence of various factors such as rising cost and increasing inventory pressure, whether garment enterprises are moving from low-end to high-end brands or multi brand attack become hot topics during this year's China International Clothing and Accessories Fair (CHIC2012).

In 2012, China's clothing [7.70 1.85% shares Research Report retail is not optimistic, the major brands have slowed down the speed of opening stores, and lowered the expected performance growth.

"Chinese clothing enterprises urgently need to consider the contradiction between the traditional consumption pattern and the new consumption pattern."

Wang Pu, founder and chief expert of Beida management consulting group, judged.

The consumption order is changing.

The new consumption logic is no longer a simple commodity paction, but rather a simple commodity paction.

"What consumers like now is changeable. They like luxury brands and fancy clothes.

At this time, enterprises need to create clothes that represent the consumers' image and build the basic quality that consumers need.

Zhou Yan, general manager of Dalian Si fan Clothing Co., Ltd., said that now for clothing brands, we must always follow the cognitive changes of consumers.

Wang Pu believes that in 2011, consumers' changes in the clothing consumption order were manifested in several contradictory events: the sharp lifting of the tag price and the four discount sale of gunpowder; Taobao and other electric providers have begun to break the trend of "making the festival" and the collapse of a large number of group buying websites; and the reflection and criticism of the luxury brand in the mainland of China and the "Jocie Guo's" consumption of "showing off the rich".

"You will find that this year, the fast fashion brand that has opened the fast selling mode of China's clothing market has repeatedly burst out of the" quality door ". This year, the rapidly rising fan and Lining [7.81 1.43%] experienced a bottleneck after experiencing the shock of top management. This year, the Department Store giant Pacific [6.99 0% shares research and report department stores in Beijing two stores.

In the next ten years: the era of consumer collapse, Matsuda Kuchi's tendency towards the "consumption weary" of the Japanese bubble economy has become a portrayal of the changes in the consumption order that many Chinese garment enterprises are now facing.

The so-called hate consumption is high income and low consumption.

In the highly developed Japan, after the recession, it spared no effort in stimulating consumption, but consumption continued to slump.

"We are very concerned about this. Hate consumption is changing the pattern and demand of consumers."

In the "2012 China Fashion Forum", Matsuda Kuchi believes that the role of fashion and display two powerful psychological mechanisms to promote consumption is beginning to fade after the 80 generation generation is tired of consumption.

They grew up and matured in the era of open and interactive Internet, and witnessed the dazzling fashion rapidly falling into a bright future in the multi variety, small batch quick sale mode, and constantly staged retro and regression.

After entering the workplace, they began to find their place in the broader living space, and continuously realized the value realization. The luxury consumption realized by installment payment no longer has the brilliance of showing off.

"The new consumption logic is no longer a simple commodity paction, but rather.

Single brand or multi brand?

Now the clothing market, single brand has been difficult to support the growth of garment enterprises, many brands have become the trend, and the independent development of new brands and acquisition brand has become the two magic weapon of domestic clothing enterprises.

"After a brand achieves 2 billion yuan, what is the next step to do is to continue to stick to a brand to continue to do, or to create more brands?" this is worth considering.

Chen Yongbin, general manager of Zhengzhou leading fashion Co., Ltd.

Chen Yongbin's worries are not unreasonable.

During the period of the Expo, "competitiveness increase potential reduction: the most competitive brand survey of Chinese clothing" shows that there are already some successful single brand brands in China's clothing industry, but there are still many deficiencies in brand competitiveness.

The first is the lack of popular discourse power.

For example, people want to buy one.

The second is the lack of cultural connotation.

A single category brand can easily produce a contradiction: its products can easily become a functional product of some aspect.

For example, when people think of Yalu down jacket, the first thing that comes to mind is winter warmth, not a culture, a style, or even an identity.

Finally, the seasonal sales of some single categories are obvious, which makes the stores not at all comfortable with these single category brands. Moreover, this embarrassing image of the store is also easy to mislead consumers and degrade the competitiveness of the brand, so we will see that many single brand brands begin to shift to multiple categories.

For example, Bosideng [2.32 -3.73%] began to extend to men's wear and women's wear. At the current fair, 4 brands including down garments, Bosteng men's clothing, Rui Qi women's wear and ice down feather clothing were presented.

Gao Dekang, chairman of Bosideng group, said: "the strategic planning of Bosideng group is diversification, four seasons and internationalization.

Among them, ice cream is the pioneer of diversification and four seasons.

However, due to the simplification of operation over the years, the success of the pformation of single category clothing remains to be tested by the market.

Chen Yongbin said that the solution of these problems depended on the reconsideration of clothing enterprises from their own positioning and brand development.

"In the fourth quarter of 2011, the decline in sales of Chinese garment enterprises and the challenges of the first quarter of 2012 made all clothing brands have to think about the problem of brand positioning and explain what kind of consumers the brand should serve.

China has such a large consumption base, but there has not been a consumption of 100 billion yuan such as ZARA and LV. This is a question we need to consider from the perspective of positioning and brand development.

Because Deng consulting, a fashion marketing expert, believes that multi brand is the only way for garment enterprises to develop and resist brand competitiveness.

"10 billion yuan may be a limit. Business needs to be bigger and brand is needed. The business limit of a single brand is much smaller."

As Deng Bo said, for domestic clothing enterprises, single brand or multi brand operation has always had its own representative enterprises.

The extension of textile and clothing is based on such a background: the mass market has become more and more composed of many small groups, and consumers' likes and dislikes are stronger than ever.

Therefore, multi category, multi brand strategy is just to adapt to the new market's momentum. Through the extension of multi category and multi brand, enterprises can make breakthroughs and find new growth space.

Now the clothing market, single brand has been difficult to support the growth of garment enterprises, many brands have become the trend, and the independent development of new brands and acquisition brand has become the two magic weapon of domestic clothing enterprises.

For example, YOUNGOR [9.60 -2.04% shares research report, since 2008, it has spent 120 million US dollars to acquire the 100 century brand HSM of the United States, and has launched GY, MAYOR and other independent brands, and gradually embarked on the development path from production to brand operation.