Analysis Of The Present Situation And Future Prospects Of Chinese Women's Wear Brand Market

First, analysis of the current situation of Chinese women's wear market

With the development of China's economy, the number of women's clothing brands has a very high growth rate. However, the women's clothing brand has a strong regional character. Compared with men's clothing brands, the market share of women's clothing brands with relatively high market share in the whole country is relatively low, and consumer groups are unstable, and consumer brand loyalty is relatively low.

"South dress up north" has become a typical phenomenon of Chinese women's wear brand market, but overall, the regional characteristics of Chinese women's wear brands are still outstanding.

The problem of restricting the development of women's clothing brand is still quite prominent. It can be mainly divided into the following aspects:

1.

Family management is still dominant (such as ladies' house, Nals, etc.).

At present, although some women's clothing brand enterprises also employ professional managers to engage in professional work, and have achieved remarkable results, most enterprises still use their relatives and friends in the pioneering period, maintain family management with family ties, and it is difficult for outstanding talents to enter.

2.

Although the design is more important than before, brand characteristics are not obvious, lack of individuality, originality and relatively independent style, imitation phenomenon is still more serious, product positioning convergence phenomenon is still more prominent, and complementarity is poor.

In addition, the "Peking School", "Shanghai style", "south school", "Han faction", "Su faction" and "Hangzhou faction" calls for women's clothing brand in the past few years, but also let some women's clothing brand enterprises fall into the misunderstanding of the advantages of the base, thus ignoring the misunderstanding of shaping the brand personality.

3.

China has a vast territory and different customs, and there are differences in the speed and degree of acceptance of international fashion.

The diversity, multi-level, regionality and arbitrariness of women's clothing brand consumers decide the variability and short cycle characteristics of women's clothing brand products, and also determine the particularity of women's clothing brand enterprises.

In the past few years, when you talk about the brand of Chinese women's clothing, the eight most commonly used words are "North South women's wear brand, but not the same river".

The appearance of the Chinese women's wear brand is obviously not the same today, and it also breaks the shackles of the "North South women's wear brand, but not to the river", but overall, the regional characteristics of Chinese women's wear brands are still outstanding.

For example, women's clothing brands in Jiangsu and Zhejiang provinces have a strong cultural flavor of Jiangnan rivers and lakes. Because of their close proximity to Hong Kong and Macao, Guangzhou and Shenzhen have a strong sense of fashion and designer brands are rising rapidly.

Each place still has its own remarkable characteristics. The only change is that women's clothing brands everywhere begin to enter the target cities after forming a certain climate.

But at the same time, the brand of Chinese women's clothing is developing rapidly, but it still presents a large number of enterprises, small scale, thin profits and poor stability.

The bottleneck restricting the development of Chinese women's clothing enterprises can be analyzed as follows:

1) consumer situation analysis:

According to the survey, 77.3% of married women in China decide to eat, wear and buy daily necessities, and 22.7% of married women make their own decisions when they spend large sums of money on family buying, car buying and valuables. The other married women also have a great influence on the final decision of family consumption.

46.5% of married women earn their own income and only 2.2% of their income is distributed to their husbands. The rest of the two share their income together.

The Sixth China Women consumption high-level forum was held in Beijing in December 17, 2010. It selected 10 large and medium-sized cities such as Beijing, Shanghai, Guangzhou, Harbin, Changsha, Lanzhou, Dalian, Taiyuan, Chengdu, Ningbo and so on.

The forum released the "2010 urban women's clothing consumption survey report".

According to the survey, the consumption of clothing and clothing in China's women's consumption ranks first, while the rest are used for communications, tourism, fitness, cosmetics and the purchase of books.

The report shows that in 2010, "clothing and apparel" ranked the top of urban women's consumption for five consecutive years. Among them, women in Beijing ranked the highest in annual expenditure on personal clothing for 6295.33 yuan per person, while Shanghai and Changsha were second and third respectively.

The 2010 "city women clothing consumption survey" released by the forum shows that women in Beijing are most willing to buy clothes for themselves and their families. Dalian women are most willing to spend the most expensive clothing.

The average personal clothing expenditure of urban women aged 31 to 40 reached 5082.10 yuan, ranking the highest in all age groups. Women from 41 to 50 years old were the most generous buyers of high-end clothing, and the average cost of purchasing one item was 2019.85 yuan.

In terms of brand, Chinese women are more inclined to domestic brands. The most important factors affecting women's consumption are clothing styles and prices. The most demanding clothing is casual wear. Interest in advanced uniforms is beginning to show signs, and being dignified and generous is the most desired dress effect.

The first criterion of "good clothes" is reasonable price performance.

Knowledge.

At the same time, online shopping has become one of the most important shopping methods for women. In 2010, the number of respondents who participated in online shopping reached 70.8%.

Among them, the proportion of Beijing's online shoppers is the highest. The women's life survey center of China Women's magazine and the Hua Kun women's Center released the "2010-2011 Chinese urban women's consumption survey report".

The report points out that online shopping is becoming one of the most important shopping ways for women: in 2010, the number of respondents who participated in online shopping reached 70.8%, and the proportion of online shopping was only 42.3% last year.

The number of respondents who participated in online shopping reached 90.7%, ranking 10 in Beijing.

。

Respondents aged 18 to 30 had the highest proportion of online shopping, while 39.8% of respondents aged 51~60 years old were involved in online shopping.

At the same time, the positioning of women's clothing is more clear and detailed, suitable for young women under 18 years of age and 18~25 years old, 25~35 year old young white collar workers, 35~50 year old senior white-collar workers, and even women over 50 years old can find clothes suitable for their age and occupation.

{page_break}

From the consumption class analysis, the brand clothing consumption group: this class of personnel including foreign enterprise staff, famous performing arts people, self-employed entrepreneurs, farmers entrepreneurs, senior personnel of foreign-related agencies, financial circles and so on account for about 0.61% of the total number, while consumption accounts for 3%.

Middle class clothing consumption level: this level is mainly the wage earners in the city and the affluent households in the rural areas, accounting for 60% of the urban population and 20% of the rural population. The low-grade clothing consumption layer is mainly the urban middle and low income people, the unemployed and the rural population, accounting for 25% of the urban population, accounting for 60% of the rural population.

From the analysis of consumers of different ages, after years of development, Chinese women's clothing brands have basically met the needs of women's clothing. However, only girls' clothing brands are relatively individualized, while modern consumers dress to be individualized and pursue their own style and perfection. At the same time, women's demands for brand clothing are getting higher and higher, which makes the market differentiated. Consumers of different ages, different economic status and cultural backgrounds need different clothes.

There are mainly three types of age consumers: young women aged 18 to 25 years old: the consumption group of this age group is mainly students and those who have just gone to social work, most of them are not independent or independent.

This group of people's pursuit of clothing standards are mainly in popularity and novelty, is the fastest changing clothing group, they have a certain understanding of the brand, but most of them can not afford to buy brand-name clothes.

They are potential consumers of brand clothing.

25~35 year old young white collar workers and 35~50 year old senior white-collar women: this age group of consumers has worked or worked for many years, has certain economic and cultural literacy, emphasizes the quality of life, and pays attention to the taste of life.

They think that clothing is a symbol of personal taste and identity, so they have higher requirements.

This group of people is the main consumer group of brand clothing; the middle-aged and old women over the age of 50: the consumption group of this age group does not occupy the leading position in social economic activities, and the economic income is in the stage of recession or stagnation. The demand for clothing is not high or can not be too high, not the dominant consumer of brand clothing.

2) the overall development characteristics of the Chinese women's wear brand industry.

China

Since the development of the industry, the vertical comparison has made rapid progress. However, compared with the international advanced level, there is still a certain gap between the brand design and the brand concept of women's clothing at the cultural level.

Although the output of women's clothing brand is not low in China, the product variety, color and style are many; the level of production technology, equipment, management and so on has been greatly improved; at the level of garment manufacturing, we have caught up with the international standard in a relatively short time. Now, our country can undertake the processing and manufacture of any famous brand products in the world. However, from the domestic market, the high-end market is almost occupied by foreign brands.

In recent years, the competition of manufacturing industry has evolved from the pure enterprise strategy to the omni-directional gathering strategy. The outstanding feature of China's clothing industry in the market economy is industrial agglomeration.

The industrial clusters of Chinese clothing are mainly distributed in the Pearl River Delta, Yangtze River Delta, Bohai rim and southeastern coastal areas, and the women's clothing brand enterprises are also scattered among them.

Each industry cluster has a clear market positioning, and the characteristics of product categories are more concentrated.

In addition to underwear (Wen Xiong) products, the concentration of Chinese women's clothing brand products has been lower than that of men's wear products.

Its main performance is that the number of Chinese women's clothing brands has a very high growth rate, but the regional brand of women's clothing is strong. The market share of women's clothing brands with higher market share in the whole country is lower than that of men's brands, and its brand is not stable.

Women's clothing brand has the characteristics of new design requirements, high technology content, strong effectiveness, small batch, short cycle, fast change and so on. These characteristics require manufacturers to have strong design power.

Although many excellent designers have sprung up in China, the design power for Chinese women's clothing brand is still rather weak.

Secondly, there are still some problems in the Chinese women's wear brands, such as the backward technology and equipment, the matching of accessories and accessories, the development of garment industry, and the dependence on imports of high-end products. These factors restrict the development of Chinese women's wear brand.

The grade and overall quality level of Chinese women's wear brand products are constantly improving, but the quality of products between enterprises is uneven, and the quality of products of some enterprises is very unstable.

{page_break}

3) analysis of women's clothing brand cluster

Shenzhen has become the capital of women's clothing brands in China.

The new Shenzhen women's wear brand new cycle has been shortened to two weeks. The innovative design ability of women's clothing brand is far ahead of the country. Shenzhen has become the capital of women's clothing brand in China.

According to the sample survey results of Shenzhen garment industry association in 2005, more than 75% of Shenzhen's clothing enterprises spend 5% to 15% of their sales as research and development funds, while 69.2% of research and development funds are used for the development of new products.

Independent innovation has brought about a fundamental change in the product and market structure of the enterprises, and the domestic market share of Shenzhen clothing has been greatly improved.

Statistics from the Shenzhen clothing association show that the Shenzhen apparel industry, which takes advantage of women's clothing brand design and manufacturing as the industry's advantage, has reached over 60% of its domestic marketing share.

Guangzhou women's wear brand designers gradually become brand names

Wholesale in Guangzhou, wholesale clothing is still the highlight.

At the same time, because of the sluggish foreign trade market in recent years, many foreign trade enterprises are fighting for the domestic market.

These enterprises have the advantages of standardized management, strong production capacity and strong financial strength, but because they do not understand the domestic situation, although these enterprises employ professional people to manage, there are still few successful enterprises in the overall marketing aspect.

Hangzhou women's wear brand "gold card"

According to the statistics of the China clothing association, the number of garment enterprises in Hangzhou is among the top 30 garment industries in the country, and the "Hangzhou women's clothing brand" has also become a "golden card" of the city.

Hangzhou has more than 800 independent brands, up four times over the same period.

In the past 5 years, the franchise chain of Hangzhou women's wear brand has been developing rapidly, showing the elegant appearance of Hangzhou women's clothing brand.

A common view of the industry is that the brand of Hangzhou women's clothing is enjoying a high reputation in the domestic women's wear brand market with the brand style of "fresh, soft, graceful and elegant", and it is also becoming a new highlight of the women's wear brand industry in China.

Recently, Hangzhou women's clothing brand is moving from "processing and manufacturing" to "design creation", and more representative brands such as "OTT" and "Jiangnan cloth dress".

{page_break}

Two, the future of Chinese women's wear.

Modern consumer dress is individualized, pursuing self style and perfection. Choosing clothes that you like is a fashion.

Most women are willing to use clothing to express their cultural level and taste.

Women's demand for brand clothing is increasing.

This makes the market more fragmented, from the mass casual wear, sportswear, girls' wear, ladies' wear, fashion leisure, tailored, tailored, and other special design and other personalized services to meet the needs of different age levels, different economic status, and different cultural backgrounds of female consumers.

The positioning is more clear and subdivided, and the brand effect is more obvious.

In recent years, with the rapid development of women's clothing market and the gradual intensification of competition, a number of women's clothing brands with considerable strength have emerged in the market, and the industrial clusters with obvious regional color have been born. The trend of brand, scale, fashion and individuation of Chinese women's clothing is becoming more and more obvious. Women's dress tends to be more casual, diversified, personalized, fashionable and branded.

More and more foreign women's clothing brands have accelerated 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 will also set up shop in Beijing Oriental Plaza.

With their increasing efforts to expand the Chinese market, the competition for women's wear market is becoming increasingly fierce.

Women's clothing enterprises generally have such problems as high inventory, slow turnover, homogenization of products and so on. At the same time, consumers' loyalty to women's clothing is low, and the market share is not stable. The Chinese women's clothing enterprises are plunged into the whirlpool of price war and terminal promotion war. The competition pattern of Chinese women's wear industry is rapidly changing from the past price competition to the competition of comprehensive factors such as style, fashion and sales environment.

In addition, clothing enterprises have increased production costs, sales declined and profits have thinned this year, and market competition has become more intense.

Garment enterprises have gradually entered the capital market, and have completed the capitalization operation through restructuring, mergers and acquisitions. Many large scale women's clothing enterprises have extended more than one brand at present.

Chinese women's clothing enterprises are moving from single brand to multi brand and multi category to realize brand strategy.

Multi brand and multi category are based on the diversified development of consumer demand, and determine the differentiation and differentiation of brand positioning so as to drive the growth of sales.

Domestic brands have three brands and more enterprises have white-collar, MD (Lexus group), movie, winner, Yi Hui, impression, rock, Jiangnan cloth, lady house, attachment, Shu Lang, A02 and so on.

With the development of the domestic economy, the future development of China's women's wear industry is bound to go up.