Women'S Wear Industry Is In Deep Trouble, And It Is Difficult To Make Money Without Support From Big Brands

Women's wear is a big market. at home clothing In the huge market of 1.3 trillion yuan, women's clothing accounts for at least half of the country. From high-end brands like Borz and Masefield, to high-end brands like Oushili and Brother, to popular brands like Yilian and Lady House; From Lucie and white-collar workers in Beijing, Jiuzi and Yaying in Hangzhou, to Goliath and Goliath in Guangzhou; From Taipingniao and Tangshi, leisure brands, to Qiushuiyiren and Nawen, fashion brands designer Brands such as broadcasting and exceptions are a large number of outstanding local brands that have grown up in the Chinese market in the past 20 years.

Of course, there are also a large number of foreign brands coming to China to seek gold, such as only, vera moda, eland, etam, mango, uniqlo, zara, h&m, forever21

There are many women's wear brands in China. According to the statistics of China Fashion Brand Network, there are more than 20000 women's wear enterprises in China. The number of women's wear brands sold in Shanghai alone is up to 1150.

　　 Women's wear "no big brand"

In terms of development time, in China's clothing industry, sports goods, men's clothing, women's clothing, leisure clothing and other sub industries have no obvious sequence. Although Li Ning, Kang Wei and others in the sports goods industry have established their brands as early as the end of the 1980s, the whole Chinese sports goods industry will not take off until the end of the 1990s, or even the beginning of this century.

Local brands in the women's wear industry, such as Goliath, Oushili, and foreign brands, such as only, very moda, etam, have also started to expand in China since the middle and late 1990s. Therefore, women's clothing did not lose much to other clothing industries at the beginning.

However, after nearly two decades of turbulent development, women's wear brands are far behind other brands in the clothing industry in terms of scale.

China's sports goods industry benefits from its special development background, making it the most leading industry in the branding process of China's clothing industry. In 2011, the sales revenue of nike and adidas, the two major international brands, plus six local sports brands, reached 62.3 billion yuan. Considering that this figure is only the sales revenue of brands to franchisees, their sales in the terminal retail market will exceed 100 billion. Compared with the market capacity of less than 200 billion yuan in China's sporting goods industry, the brand concentration of the sporting goods industry has been very high.

The number of brand retail terminals can better reflect this difference. Before 2005, the number of stores in various industries did not show too obvious differentiation. However, since then, sports brands have started to run at the speed of opening 1000 new stores every year. Men's wear brands have also accelerated the pace of expansion since 2007. In contrast, women's wear brands have been developing slowly.

Up to now, the number of sports brand stores has reached 7 or 8000, almost everywhere. The number of men's wear brands has also reached the level of 3000 to 4000, basically completing the layout of second and third tier cities, and is planning to further channel sinking. However, the number of stores of women's clothing brands mostly hovers below 1000. Even relatively popular brands such as only and vreo moda have fewer than 2000 stores.

From the perspective of absolute sales, although only, vero moda and edger among women's clothing brands have significantly exceeded men's clothing brands, these three brands are mainly sold through direct marketing, and men's clothing brands still have a large proportion of franchise channels, so the scale of both brands in the terminal retail market should be equal.

However, from the perspective of the market share of the segment, the scale of women's wear brands is different from that of other industries.

Men's wear brands have very clear segmentation in categories and styles. Seven Wolves, Nine Muwang and Lilang are all positioned as business leisure categories. The main category of Septwolves is jacket, and the same positioning strategy is adopted by Jinba Men's Wear. Jiumuwang gathered on the trousers, and its direct competitor was the unlisted Tiger Capital. Lilang firmly followed the development path of encircling cities from rural areas, starting from the second and third tier cities. These brands have achieved very high market share in their respective market segments.

Women's wear, however, is rarely subdivided from categories, but more generally from the dimensions of style and audience age. This makes women's wear brands face a wide range of competitors in every market, which raises the threshold of brand scale in disguise.

　　 Women's clothing "does not earn money"

This may be a conclusion that conflicts with our traditional cognition, because we usually say that women and children are best to earn money. But is that really why?

EGGER is a famous women's clothing chain brand that originated in Germany and grew up in France. At the end of 1994, EGGER set up a branch in China. In January of the next year, Eger opened its first store in Shanghai, marking its formal entry into the women's wear market in China.

In the next development, Eger and the only and vero moda under the Danish Lingzhi Group have occupied the top three positions in the comprehensive market share of China's women's wear industry for a long time. In 2011, the number of EGGER stores in China has expanded to 3286, and the annual sales revenue is up to 4.27 billion euros, equivalent to 3.5 billion yuan.

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

However, the profitability of EGGER's China business is not optimistic. EGGER's operating profit has declined from more than 10% in the early years to less than 6% in 2011. The operating profit of Anta, a sports brand, and Jiumuwang, a menswear brand, both are higher than 20%. Even the profit margin of Belle's sporting goods business, which is purely a channel business, exceeds that of Igor. You should know that China's sporting goods industry is undergoing a brutal industry reshuffle in recent years.

Hard work to build a brand, in the end will also earn a "porter" money. This is the tragedy of women's wear industry.