Fierce Competition In Women's Clothing Industry, Win The Favor Of Consumers.

The domestic brand clothing retail market is in full competition. Women's wear There are more than more than 20 thousand enterprises. Take the high-end women's clothing brand as an example, in recent years, the top ten of the high-end women's clothing brand market has showed a downward trend. The number one brand market is decreasing, the percentage of Baoji City ranked 5.91% in the 08 year, and 11 in the first place, and the brand from second to tenth is unstable and frequent.

　　 Women's clothing brand positioning convergence, facing " Amoy brand Competition from overseas brands

Personality is not prominent, positioning convergence. The color of domestic brand women's clothing is outstanding, with Han style, Hangzhou style, Beijing style and Cantonese style, but the terminal channel has less national layout. At present, the domestic high-end women's clothing brands, which are more effective in brand design and positioning, are listed by Baozi and Hong Kong shares listed on A shares. The international scale and scale expansion of baozi are more in place, and its advantages are individualized design. But compared with men's clothing brands, the income scale is generally small.

Faced with competition from "Amoy brands" and overseas brands. The electricity supplier mode has omitted the cost of the intermediate links, and the convenience brought by the high efficiency of express logistics, has won the favor of many consumers, especially the young consumers, and has further reduced the entry barriers of the industry. Every year, many individuals or small companies rush into the women's clothing industry through the channel of electricity suppliers. Conservative estimates of Taobao, pat, Yintai and other e-commerce sites B2C women's dress "brand name" number is close to 500.

　　 Consumption trends are mainly foreign brands, emphasizing individuality and fashion.

Due to strong consumer growth prospects in the Greater China market, from high-end luxury goods to low-end fast fashion brands, efforts have been made to layout China's market. By the end of 2011, ZARA, H&M, C&A, GAP and Uniqlo reached 92, 77, 36, 13 and 113 respectively, showing a rapid development trend. In addition, the trend of fast fashion brands abroad is developing to the two or three line.

　 Operation mode: industry chain, supply chain, channel mode, product strategy.

We summarize and analyze the brand women's clothing industry from the aspects of industry chain, supply chain, channel mode and product strategy. At present, the majority of A and Hong Kong listed brand women's clothing, fast fashion brands mostly take light asset line, while high-end women's clothing brands tend to have some quality production capacity. In terms of supply chain information construction, domestic brand women's clothing is in progress; in the channel structure, the high-end women's clothing brand channels are dominated by high-end shopping malls, and the proportion of direct selling is generally high.

fast Fashion ladies Brand is the main component; brand strategy is the most popular strategy in brand strategy.