"No Big Name" Brand Of Chinese Women's Clothing

Women's wear is a big market. In the huge market of 1 trillion and 300 billion of the domestic clothing market, women's clothing occupies at least half of the country.

From high-end brands, Baozi and Mars Phil, to the high-end brands of Europe, Japan, to the Ayilian and ladies' houses of the popular brands; from Beijing's Langer, white-collar, Hangzhou's nine posture, Ya Ying, to Guangzhou's Gloria and colis; from the leisure brand of Taiping bird, Tonlion, to fashion brand Akimizu Ito, nanwen, to designer brand, such as broadcast and exception, these are a large number of outstanding local brands growing up in the Chinese market in the past twenty years.

Of course, there are also a large number of foreign brands that come to China for gold rush, Only, Vera Moda, Eland, Etam, Mango, Uniqlo, Zara, H&M, Forever21...

There are many women's clothing brands in China. According to China fashion brand statistics, China Women's wear There are more than 2 enterprises. Only 1150 brands of women's clothing are sold in the Shanghai market.

　　 Women's wear has no big name.

In terms of development time, sports industry, men's wear, women's wear, casual wear and other sub sectors in China's garment industry do not have a clear sequence. Although Lining and Kang Wei of sports goods industry had already created cards as early as the end of the 80s, the movement of the sports goods industry in China still had to wait until the end of 90s or even the beginning of this century.

Local brands such as Gloria, Europe, foreign brands such as Only, Very Moda, Etam and so on have begun to expand their territory in China in the late 90s. Therefore, women's clothing at the starting point did not lose too much in other garment industries.

However, after nearly twenty years of development, the brand of women's clothing has lagged far behind the brands of other garment industries.

China's sports industry has benefited from its special development background, making the industry become an industry. Chinese apparel industry The industry that leads the branding process is the most advanced. Only two major international brands, Nike and Adidas, plus six local sports brands in 2011, the sales revenue has been as high as 62 billion 300 million yuan. Considering that this value is only the sales revenue of the brand to franchisees, their sales in the terminal retail market will exceed 100 billion. Compared with China's sports goods industry, less than two hundred billion of the market capacity, sports goods industry brand concentration has been very high.

The number of brand retail terminals can better reflect this difference. Before 2005, the number of stores in different industries has not shown any obvious differentiation. But after that, sports brands began to run wildly at the speed of opening one thousand stores a year. Men's clothing brands also accelerated the pace of expansion after 2007. In contrast, the development of women's wear brands has been very mild.

Up to now, the number of sports brand stores is as high as 7 and 8000, almost all pervasive. The number of men's brand terminals has also reached the level of 3000 to 4000, basically completed the layout of the two or three line cities, and is brewing further channels to sink. And the number of women's brand stores is still lingering below one thousand. Even the relatively popular brands such as Only and Vreo Moda have fewer than two thousand stores.

Judging from the absolute sales volume, although the Only, Vero Moda, and so on in the women's wear brands have significantly exceeded the men's brand, but the three brands are organized by direct sales, while men's brands have a large proportion of the franchise channels. All two players should be equal in the terminal retail market.

But if we look at the market share, the size of women's clothing brands will be different from those of other industries.

Men's brands have a very clear breakdown in categories and styles. Seven wolves, nine herd kings, and Lun Lang are all positioned as business leisure products. The main category of the seven wolves is jacket, and the same positioning strategy is used for the men's clothing. Nine Mu Wang gathered on trousers, and its direct competitors still had not listed the tiger capital. Li Lang firmly walked on a road of rural encircling the city, starting from the two or three line city. These brands have achieved very high market share in their respective market segments.

However, women's clothing rarely makes subdivision from the category, but more generally from the dimensions of style and audience age. This makes women's clothing brands face a wide range of competitors in every market, and in disguise raises the threshold of brand size.

　　 Women's clothes don't make money.

This may be a very clash with traditional cognition, because it is common to say that women and children earn the best money. But is this really the case?

Edgar is a famous chain from Germany and grew up in France. Lane Bryant 。 At the end of 1994, IgG set up a branch in China. In January of next year, IgG opened its first store in Shanghai, marking its official entry into the Chinese women's wear market.

In the following development, the Only and Vero Moda of IgG and Denmark's Lingzhi group have long occupied the top three position in China's women's clothing industry. In 2011, the number of stores in China has expanded to 3286, with annual sales revenue of up to 4 billion 270 million euros, or 3 billion 500 million.

It should be said that this is a very mature brand in the Chinese market.

However, the profitability of China's business is not optimistic. The operating profit of Iger has dropped from over 10% in the early years to less than 6% in 2011. And the brand name of the sports brand Anta and men's clothing brand nine Mu Wang's operating profit is higher than 20%. Even BELLE's sportswear business, which is purely a channel operator, has more profit margins. You know, the sports industry in China is experiencing a brutal industry reshuffle in recent years.

Hard to build a brand, in the end it also earned a "Porter" money. This is the tragedy of the women's clothing industry.