Analyst Li Jie Said Leisure Clothing Market Needs Pformation

< p > for the future < a href= "http://www.91se91.com/news/index_f.asp" > casual dress < /a > market, Li Jie believes that the domestic leisure wear brand has achieved leaping development through rapid extension and expansion in the past ten years, but the industry has begun to have problems.

The main manifestations are: < /p >

< p > (1) both domestic and foreign brands face greater challenges this year.

Over the past year, all brands have increased the intensity of discount, and prices have also been adjusted, such as ZARA, H&M and UNIQLO.

Some brands in the first tier cities have fallen even worse, even though brands like ZARA can not be easy to shop in the three quarter.

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< p > (2) local leisure "a href=" http://www.91se91.com/news/index_cj.asp "brand > /a" urgently needs to improve the retail capability and internal management ability, and make more precise positioning and supporting strategies for brand positioning, channels and target customers.

The rapid growth of local brands also shows many weaknesses in the interior. The development of brands in various regions is uneven, which is due to the lack of professionalism.

After the market matures, enterprises need more professional development capabilities. In the future, domestic casual wear enterprises will locate more subdivided consumer groups, understand the needs of customers and abandon extensive shops.

Casual wear itself is not more cyclical than other categories. At present, the demand of the industry itself is still at a normal growth stage. The leisure industry now has a capacity of about 600 billion yuan, which is much higher than that of other garment sub sectors. In the past 10 years, it has maintained a relatively fast growth of about 10%--20%.

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< p > (3) the influence of foreign brands is limited to mainstream cities, and the two or three line market recognition is far less than that of the first tier market.

ZARA has shown weakness in the two or three tier cities. The brand itself is somewhat deified in China. There are many advocates in the first tier cities, but in the two or three line market, its cost performance has no advantage.

(4) the space of casual wear market is still very large. The growth of local enterprises will depend on their own adjustment and operation.

Taking casual men's clothing as an example, the space of the industry is far from being opened. Chinese men are far from keeping pace with the world in their dress collocation. The trend of men's clothing in the future will be more market segments like women's wear.

It is believed that in the future, local enterprises will have such a vision to find bigger market space.

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< p > in view of the above situation, Li Jie believes that in addition to the brand positioning of < a href= "http://www.91se91.com/news/index_s.asp" > < < /a > > to strengthen the three or four line market with deep ploughing and incremental space, the continuous innovation of business mode is the most effective way to break through from the predicament, and the main purpose is to raise the turnover rate of inventory.

Drawing on overseas experience, the international fashion and leisure brands have almost no growth in the past ten years, but focus on "fast", pay attention to high fashion, quick response and low inventory, and achieve the goal of increasing volume by continuously increasing the inventory turnover rate, which has always led to the growth of performance.

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