Domestic Clothing Enterprises Are Facing Difficulties, And Cultural Strategy Is The Way To Break Through.

Wang Lin, 22 years old, is a student of a university in Hangzhou. In September 20th, she walked into the Yanqing store, which was reinstalled in 312 Yanan Road, Hangzhou, in the United States.

"Rarely wear" a href= "http://www.91se91.com/news/index_f.asp" Mei bang /a "clothes, passing through this shop, feel shop decoration and clothing styles are very special, come in to see.

< /p >

< p > the clothing store with the concept of "central station" is very different from the retail stores in the past.

In the view of Zhou Chengjian, chairman of the American Apparel Company, the "one store one theme" in the future will enhance the user experience mode and become a "sharp weapon" for the breakthrough of the domestic garment industry.

< /p >

< p > at the same time, the fast fashion brands such as a href= "http://www.91se91.com/news/index_f.asp" > ZARA < /a > H&M and UNIQLO are also expanding rapidly, while the fast fashion brand "battlefield" has already fallen from the first tier cities to the two or three tier cities.

How to keep the position and dominate the market? The local clothing brand still needs to fight hard.

< /p >

< p > < strong > cultural strategy breakout < /strong > < /p >

< p > tall and pparent waiting hall, fitting room for simulating train carriages, baggage compartment with retro luggage, iron and steel corridor and elevator.

< /p >

< p > "design is very COOL, and has the feeling of retro..."

Wang Lin, who studied and designed, was very proud of the decoration style of Yanqing shop.

< /p >

< p > for Zhou Chengjian, the "central station" concept store, which was spent 72 hours and carefully deployed, stems from his recollection of youth. Not far away, the old Hangzhou Railway Station, which had been demolished, used to be a place where newspapers spent long hours during his pioneering days.

< /p >

< p > "brand is not a symbol of clothing, but a symbol of lifestyle."

In the shop, Zhou Cheng LITE-ON is full of vitality. "Every place has a life scene that arouses local culture and emotional identity. Each store has its own story. In the next 12 months, there will be more than 100 stores in the country. In three years, the shops will gradually be built with new concepts."

< /p >

< p > > the shop display concept of "one shop, one story, one city, one culture" has been successful in Xiamen and Chengdu. Following the strong Xiamen style of Xiamen Zhonghua City store, the deep Kuan Alley and Zhai Alley of Chengdu Global Center store, and the nostalgia for Hangzhou's old station, consumers have responded with a substantial increase in sales data.

It is understood that in September 20th the opening day, Yanqing store single store sales doubled over the same period.

< /p >

< p > the "one store one theme" model of American Apparel is a typical example of the pformation of the apparel industry's retail market since 2012.

Wind statistics show that the net profits of the top four companies belonging to parent companies in the first half of this year have declined in the first half of this year in the seven casual wear enterprises, such as Mei Bang dress, wedding bird, Hinur, nine wolves, seven wolves, Semir costumes and so on.

Of the three companies that have increased their performance, in addition to the 35% growth, the remaining two have not increased by more than 15%.

< /p >

< p > capital market, since the beginning of the year, the total textile and apparel sector has risen by only 5.74%, ranking the last three in the list, which is better than petroleum, petrochemical, agriculture, forestry, animal husbandry and fishery industries. This trend can directly reflect the current predicament of the clothing industry.

< /p >

< p > < strong > overseas brand "group attack" < /strong > /p >

Except for the downturn of the market, the competition from overseas enterprises is also a factor that can not be ignored because of the p a href= http://www.91se91.com/news/index_f.asp.

< /p >

< p > September 21st, Spain Inditex fashion group's brand ZARA located in Nanjing West Road's store also reloaded, with a new design concept once again opened.

According to reports, ZARA China market leader said, ZARA may part of the domestic retail channel sink to the three or four line city.

Obviously, if ZARA shops in a large number of three or four cities, it will pose a greater challenge to the domestic clothing brands.

Data show that in 2007, ZARA entered the Chinese market and now has more than 400 stores.

H&M opens 3000th global stores in Chengdu, China.

< /p >

< p > for Chinese clothing enterprises, the impact from the Japanese apparel giant Xun marketing group may be even greater.

In September 30th, the flagship store of fast selling group, UNIQLO, the world's largest flagship store, will be opened in Huaihai Middle Road, Shanghai.

The flagship store will first introduce its low fashion brand GU for the first time, and it will also include CDC, a French boutique brand PTT and a French lingerie brand PLST.

Pan Ning, CEO of Greater China in UNIQLO, said it will strive to deepen the Chinese market and strive to open 80 to 100 stores a year.

< /p >

< p > due to the steady performance of UNIQLO overseas stores, the net profit increased by 13.2% to 65 billion 450 million yen (657 million US dollars) in the first half of fiscal year ended February. Sales increased by 17% to 614 billion 840 million yen, and operating profit increased 5% to 96 billion 660 million yen.

XXX has raised its net profit margin from 87 billion yen to 91 billion 500 million yen in the full fiscal year, and its revenue is expected to rise to 1 trillion and 103 billion yen from the previous 1 trillion and 69 billion yen.

< /p >

< p > the industry believes that the expansion of overseas clothing brands in Hua men shop, and the increase in revenue from the expansion of stores is also a sign of the growth of the enterprises themselves.

< /p >

Zhou Chengjian's views are very "determined" for the impact of overseas market brands. < p >

"At present, the phenomenon of popular clothing brands in Europe and the United States dominates the Chinese market for more than 2 years and 3 years. In the future, Asian brands will lead the global competition."

"3 years later," Zhou Chengjian said, "it must also be the Chinese brand leading the Chinese market. It is more important to believe that the global popular clothing brand market within the next ten years will be dominated by Chinese brands and Asian national brands."

< /p >