National Brand Is Hard To Bear The High End.

With the turmoil of the global economy, the business situation of Chinese entrepreneurs has also changed. According to research data from Hurun wealth report, 469 of the list of the richest people this year have shrunk, and 37 of them have fallen by more than 50%. On the 19 day, at the 2012 Hu Run 100 entrepreneurs summit in Beijing, Hu Run, founder and chief investigator of Hu Run, said that this year's retail industry and clothing The industry has been most affected by the economic downturn and has seen a marked decline.

From the 2012 Hurun clothing rich list, the Economic Herald reporter saw that the top two were Metersbonwe's Zhou Chengjian family and Semir's Qiu Guang and family, and their fortunes decreased by 42% and 61% respectively compared with the same period last year, which has shrunk seriously.

Xia Hua, chief executive of the men's wear group, said at the summit that "the clothing industry is facing a great challenge in the face of economic downturn and shrinking consumption." She believes that the clothing industry needs to provide personalized service and create its own brand positioning before it can usher in the spring in the cold winter.

　　 Sharp decline in wealth

According to the analysis of insiders, Hurun list is like a "physical examination report" of China's economy. Its wealth of Chinese rich may not be so authoritative and precise, but it can show the crisis and opportunities, strengths and weaknesses that Chinese economic sectors are experiencing through changes in social wealth.

It is understood that the overall financial volume of entrepreneurs in the apparel industry dropped from 192 million 400 thousand yuan last year to 167 million 600 thousand yuan this year, down 12.9%.

"This year's major shopping malls generally reflect: no one." Xia Hua said that the market value of the single clothing brand in China is still small, and the industry profits have generally declined sharply.

The reporter noted that the wealth of some sports brands such as Anta, XTEP and 31st degree has also declined to varying degrees.

It is understood that Yiwen group mainly clothing. Clothes & Accessories To support the development of creative industries, it integrates design, production and sales. It covers many fields, such as clothing, costumes, life aesthetics, gifts, culture and creativity. There are more than 500 sales outlets in the Chinese market.

Xia Hua analysis believes that consumers' enthusiasm for consumption is not high, so is the retail industry. She also said that at present, Chinese consumers do not recognize the sales form of clothing stores, and they will choose to shop in the shopping mall more often. This year, the popularity and consumption index of shopping malls will be declined by the whole economic environment, not to mention the sales performance of clothing stores.

Some experts believe that high inventory and lack of brand upgrading are the two major problems facing the apparel industry.

　 Can not withstand the high end of the heavy

Feng Jun, chairman and chief executive of Aigo Digital Technology Co, said at the summit that the best-selling Chinese national brands are facing many international luxury brands, because at present, every competitor is an international brand. Therefore, if we do not want to die, we must take the road of internationalization.

The reporter noted that many Chinese brands are changing their routes to high-end luxury, but they can not afford the high end. Metersbonwe, once known as a Zara, is now considered to have failed in imitation. Its Me&City has spent huge sums of money to invite Wentworth Earl Miller, the hero of the American TV series "crossing", to speak on behalf of the flagship store. Taiwan star Lin Chiling is invited to attend the event, but the strategy has deviated from its previous success mode. In the end, Me&City sold only 350 million yuan, which was far from the sales target set at that year, and at the end of 2011, its performance was still losing money at the end of 2011.

It is understood that there are a number of national brands, such as seven wolves, Jin Ba, and nine herd kings, who are constantly upgrading to high-end luxury in the face of extrusion from international luxury brands, but still have a certain distance.

Xia Hua said that clothing enterprises must have their own brands, especially in front of this "cold winter". If the garment industry wants to go smoothly, it must concentrate on building its own brand.

"We want to learn from foreign clothing brands, not the cost and price of competition, but to keep the brand running for a long time and to accumulate as a culture and art." Said Xia Hua. Li Rucheng, President of YOUNGOR [7.45 -0.67% Stock Research Institute, also told the media that the clothing made in China is at most a decorative level, far from the cultural and artistic level. {page_break}

　　 Identifying the market orientation

According to the analysis, although the prosperity of the rich in the clothing industry has been heating up overall, the ability to locate the brand is still not systematic in mining the demand structure of Chinese consumers' clothing.

"When the heads of some international brands asked whether their clothing brands will be too small in China, I told them that as long as the location is correct, niche positioning will open a much larger market in China than in Europe," Xia said.

The reporter noted that the richest people who appeared in the Hurun clothing rich list this year are mainly concentrated in casual clothing, men's clothing and leather for teenagers. shoes In the outdoor area, sports apparel seems to be experiencing slow growth and poor hitting on both sides of high inventory.

It is reported that in July this year, Li Ning Co confirmed to the media that because of the poor operation of the Spanish authorized dealer, the cash flow was broken and could not continue to maintain the company's business in the Spanish market, and thus applied for bankruptcy. On the day of the news, Li Ning Co shares fell 3.39% to HK $4.4. Market analysis believes that its brand remolding fails, and its product positioning is defeated.

The market position is awkward, and many foreign brands are squeezing not only Lining but also PEAK. According to Hurun's wealth report, Lining and PEAK all fell out of the top 30 of the clothing list this year, and PEAK even failed to make the list.

As for brand building, Feng Jun stressed that Chinese enterprises should seize the opportunity to "embrace the company" and move towards the world. In order to resist the risks faced by Chinese national enterprises in going out, Feng Jun advocated and combined more than ten private entrepreneurs with influence in various industries, and co sponsored the establishment of the international alliance of patriots. National brand Platform for internationalization. He hoped that the alliance could go abroad to establish an overseas incubator so as to realize the truly internationalized development of China's national costume brand.