Chinese Clothing Enterprises Need To Make Accurate Positioning If They Want To Go Out.

China textile industry In the "12th Five-Year development plan" of the textile industry, the Federation further clarified that strengthening the construction of its own brand is one of the important tasks for the development of the textile industry in the coming period. In the outline of building a textile power, it has clearly put forward the goal of building a textile brand power. Against this background, tens of thousands of garment brands are constantly developing and expanding, and become an important force to support the development of China's garment industry. However, how can the clothing brand in the professional market make the clothing brand out of the trough in the new historical development stage, and then help the overall development of our garment industry become the focus of attention of many people in the industry.

According to the statistics of National Bureau of statistics, retail enterprises (units) above Designated Size in ~9 months January 2012 Clothing shoes and hats The retail sales of needle and textile commodities increased by 17.8% over the same period, and remained at a relatively low level. Compared with last year's growth of 24.8%, the overall growth rate was obviously low. The sales data of 3000 retail enterprises that Ministry of Commerce focused on monitoring also showed that since 2012, clothing consumption growth has been slow, and growth has been declining month by month. From September to 2012, the sales volume of large retail enterprises increased by an average of 6.8%, an increase of 16.5 percentage points over the same period in 2011.

On the export side, according to China Customs statistics, in January 2012 ~9, China's total export of clothing and accessories reached 116 billion 787 million US dollars, up 1.35% compared to the same period last year (-0.9% in August), and the number of exports was 21 billion 578 million, down 2.91% compared to the same period last year.

Win the competition by brand

It is not difficult to see through data that in January 2012 ~9, all indicators of efficiency of Chinese garment enterprises showed a downward trend. Industry experts say that domestic sales are growing at a low speed, and domestic clothing sales in the short and medium term may be difficult to improve. By the second half of 2013, domestic sales will be boosted. It is expected that China's clothing exports will increase slightly by the end of the year, and the number of exports will decline, and exports will decline in 2013.

"There are about 1.5 garment enterprises in China above scale, 400 thousand registered trademarks, and nearly 10 in China. Clothing brand Most of the enterprises are small and medium-sized brands with weak market competitiveness, which occupy a high market share in the domestic and low-end clothing market. Xie Qing, Deputy Secretary General of China Fashion Association, said in an interview with the author.

At present, nearly 100 brands of clothing have been sold in the domestic market for more than 1 billion yuan last year, and YOUNGOR, Bosideng, Lining, Muse, and YISHION have come to the fore. After China's accession to the WTO, the international garment brand has speeded up the process of catching up with China. The international high-end brands occupy about 80% of the market share in the high-end clothing retail business in China. At present, most of the foreign first-line brands have entered China, and the international second-line clothing brands are also pouring into the market. The market layout of the second tier cities has basically been completed, and the competition between brands at home and abroad has become increasingly fierce. In addition, the tendency of domestic shopping malls to favor foreign brands has also made many local brands feel at risk.

Nowadays, China's clothing retailing industry is mainly composed of three channels: department stores, brand stores and clothing professional markets. As one of the important channels of China's clothing retailing, the clothing professional market is the fertile ground for small and medium enterprises to start their own businesses, and it is also the hub for distributors to gather. Fashion trends and consumption trends reflect the most advanced positions. They play the role of incubator, cradle and booster in the growth process of garment brands. Tens of thousands of entrepreneurial and innovative clothing brands are rooted, sprouting, growing and growing in many industrial clusters and specialized market clusters with resources gathering, distributors gathering. Therefore, the clothing professional market plays an important role in the process of clothing brand cultivation.

"Taking the clothing market of Haicheng, Liaoning as an example, during the 30 years of development, Xi Liu formed the gathering of excipient resources in the upstream garment industry, and also formed a gathering of buyers and distributors in the lower reaches of the garment industry, and the localization of production was developing rapidly. At present, there are more than 1000 production and processing enterprises mainly made of cotton and trousers, and more than 50 garment brand enterprises. Xie Qing said, "the strong industrial foundation is a strong guarantee for the professional market and the upgrading of clothing brands in the market."

In Xie Qing's opinion, only by making the brand bigger and stronger is the long-term development of many small and medium-sized clothing brands in the professional market.

Brand out of the "low end" strange circle

As Xie Qing said, with the development of China's clothing market for 30 years, China's clothing brands can be said to have changed dramatically in the early years of reform and opening up, and clothing brands are large and small. But the clothing brands that can really go out in the professional market of clothing and can really become bigger and stronger are few and far between. Therefore, many people think that the clothing brand in the clothing market can not be bigger and stronger. The fashion brand that relies on wholesale "road" can only be low-grade goods.

"It's not accurate to enter wholesale markets only when low-end brands are sold wholesale." Tan Ai - Chi, general manager of Beijing fashion alliance culture development center, told the author. In his view, the majority of clothing brands in China's clothing market are small and medium-sized brands, which is inseparable from China's past development process. In the past 30 years since the reform and opening up, China's clothing brand has gone through the process of going from scratch, and has experienced different stages from "meeting the needs of food and clothing" to meeting the "personalized consumption". In the past quite a long time, the relatively low consumption demand of ordinary consumers has prompted the clothing professional market and the clothing brand in the market has been hovering at a lower level of development. In China, the high-end consumer group is only a minority after a period of time. In this sense, the consumer market has created a phenomenon that the starting point of the apparel professional market is not high and has been developing at the low end.

How can the brand in the clothing market go out of the middle and low end? This is the only thing that can be done in the middle and low end of the circle. Tan said that if you want to grow your brand in the clothing market, besides the original sales channels, there is a more important point. It is not just a single category. In other words, you can't get the success of the brand by "exploding money" alone. Taking a comprehensive view of the mature clothing brands at home and abroad, no one is successful by relying on only one category. This is no exception in China. The development of a successful brand must not rely solely on "exploding money".

In Tan's view, the clothing brand structure in today's clothing market is still too flat, and the market mode and channel mode are still relatively simple. "Product positioning is a single product or a series, and the price is high-end or low-end. The channel is based on agent mode or direct mode. This is a brand case that needs to be studied and adjusted in the process of brand growth in the professional market, and the brand case successfully emerged from the clothing professional market. Basically, it is inevitable to carry out continuous practice and exploration in these aspects." Tan said.

In Tan's view, many foreign brands, especially many well-known brands, are also wholesaling. "In view of the international clothing market, in fact, at the wholesale level, it is not just the low-end brands that will go to the market." Tan said, "for example, Zegna, as a world famous brand, Zegna is also doing wholesale, and there is still a certain" threshold ", that is to say, if the quantity is small, he will not take the order. And Zegna's products from suits to accessories are a complete series, not just individual products. Therefore, we can not say that because our clothing brand can only "take the volume", and can not be bigger and stronger.

In Tan's view, if the clothing brand in the professional market wants to achieve its own brand, it must first make an accurate positioning for its brand and enrich its product line. "Besides, our clothing brand needs to go out rather than just commit itself to the market." Tan an CI said, "take the famous women's trousers brand M·SUYA as an example. In order to achieve their brand demands, M·SUYA not only focuses on opening stores, expanding its own channels, but also spends a lot of energy doing a series of promotional activities, which is an indispensable step for clothing brands to be recognized by consumers. And the growth of a large number of successful brands will also push the garment market out of the "low end".