1996~2012: China'S Clothing Business Road

< p > clothing electric business is not produced out of thin air, but a product after the traditional clothing industry and Internet technology encounter fermentation.

Therefore, the analysis of clothing electricity providers can not skip the development of China's traditional clothing industry.

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< p > < strong > phase 1: product is king > /strong > /p >

< p > in the 80s of last century, with the wave of the third industrial pfer in the world, China entered the global apparel industry chain as a manufacturing and processing enterprise.

In those days, the export of foreign exchange was the main theme of China's economy. Chinese manufacturing enterprises also completed the primitive accumulation of capital in the process of making OEM for international brands.

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< p > 1996 has a special significance for China's economy, because this year, the statistics released by the state show that China's oversupply industry exceeds the demand industry for the first time.

This indicates that the supply of China's economy as a whole is in short supply and has entered a stage of supply exceeding demand.

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< p > < < a href= "http://news.sjfzxm.com/news/list.aspx" Classid=101112107105 > "supply exceeds /a >" age, "brand" hardly exists in the soil, which is a product of the age of kings.

However, some forward-looking entrepreneurs have gradually started branding experiments.

After the reform and opening up, the first brand experimental field in China's clothing industry landed in the sports industry.

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< p > from Xu Haifeng winning the first Olympic gold medal in China to the whirlwind of the prince of gymnastics all over the world, the national pride of the Chinese people has been greatly satisfied in the sports industry, and this has also promoted the development of the sports industry in China.

In the 90s of last century, sportswear was even regarded as a symbol of fashion.

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< p > as early as the late 80s, two sports stars went to sea to do business and set up their own sports brands. They were basketball players Li Weiquan and Conway, and the prince of gymnastics Lining and his "Lining".

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Unlike P brands with star halos, manufacturers in Fujian are still doing OEM for international brands.

But with their keen sense of commercial smell, they found business opportunities in the sports industry and began to enter the industry.

PEAK and Anta were born in this period.

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< p > Nike and Adidas also entered the Chinese market earlier.

Most of the big tycoons in China's sporting goods industry are coming to this stage. They jointly promote the Chinese sports apparel industry in the forefront of branding.

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< p > but the most mature industry in China is business dress. The brand history of this industry is almost as long as the history of reform and opening up.

This industry is also the first Chinese brand clothing listed company, Ningbo Shanshan stock.

In January 30, 1996, Shan Shan landed at the Shanghai Stock Exchange.

Then, in 1998, YOUNGOR also successfully listed on the Shanghai Stock Exchange.

The two companies are still the best in business.

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< p > the prosperity of business dress promotes another industry, business and leisure.

The following brands, such as the seven wolves, the powerful masters, the nine herd kings and the Lirun brands, were founded in the late 80s and early 90s.

Although these brands have officially established the brand positioning of "business and leisure" in this century, they have been active on the road of brand clothing very early.

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< p > 1992, the southern conversation of "a href=" http://news.sjfzxm.com/news/list.aspx Classid=101112107107 "> Deng Xiaoping < /a > has injected new vitality into the Chinese economy, and has also sounded the assembly number of international clothing brands to seize the Chinese market.

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In 1993, JEANSWEST opened its first store in Nanjing East Road, Shanghai, marking the entry of international casual wear brands into China. P

In the same year, Giordano and Esprit began to expand their business in mainland China.

At that time, these brands were all international brands, and they became popular after they went public.

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At P, Zhou Chengjian, founder of the United States, has just completed the primitive accumulation of personal capital.

In 1994, the United States created a brand.

In April 22nd of next year, Smith Barney opened its first brand store in Wenzhou.

The two other leisure apparel brands in China today, Semir and YISHION, will have to wait until 1996 and 1997 respectively.

Although the three new generation of local leisure brands are catching up with the old leisure brands in an all-round way, it is already a matter of this century.

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< p > by the end of 1994, a heavyweight foreign brand debut in the Chinese women's clothing Market:

In January 1995, IgG opened the first store in Shanghai.

A year later, the Holch Povlsen family, the owner of the Danish group, set up a "joint fashion" in China, and introduced its brand Only in the Chinese market.

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< p > although the ownership of the fashionable dress is completely independent of the Danish bestseller group, and even the company's business from design to production is relatively independent, Only, and the introduction of China's Vero Moda only in 2001, has long occupied two of the top three Chinese women's brand integrated market share.

Another position was occupied by Iger.

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< p > in 1993, the high-end women's clothing brand, founded in Toronto, Canada, entered China as an international second-line brand.

Over the past 20 years, Baozi has earned more than 90% of its revenue from the Chinese market and has been sitting steadily on the top of the top brand of China's high-end women's clothing.

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In the same period, P, the largest fashion circulation enterprise in Korea, announced its entry into China.

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Less than P, there are few local brands in China when foreign brands rush into China.

These brands are mostly small and weak, facing no foreign brands, and even frequent exposure of quality problems.

Faced with these phenomena, in 1995, China formally put forward the "brand strategy", trying to build a number of brands with world influence.

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< p > consumer market is becoming more mature, plus the promotion of policies. After 1995, China's apparel industry, especially women's wear and casual wear industry, quickly came out of a large number of brands.

Gloria, tricolor, Akimizu Ito, Eral, Taiping bird, Tonlion, Semir, YISHION and so on were all established in that period.

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"P > I have to mention that, in this period, many designer brands were born: Red Britain, Providence, exceptions, Jiangnan cloth clothes, sowing...

Although these brands have not established a wide range of influence even today, they are still a very important group in the history of Chinese clothing brands.

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< p > up to now, most of the active brands in the Chinese clothing market have appeared.

With the advent of the buyer's market economy, the apparel industry has entered the era of "channel king" from the era of product dominance.

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< p > < strong > second stage: channel is king > /strong > /p >

In the era of P, the brand competition is the ability to seize the market.

This stage is of great significance to the development of China's garment industry, because during this period, the performance of China's subdivided garment industry began to split up, and eventually shaped the pattern of garment industry in line with China today.

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During the period of P, the star industry belongs to sports goods.

The development rhythm of China's sports industry was almost the same as that of other subdivision industries, but the news of Beijing's successful bid in 2001 provoked everyone's nerves.

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< p > a large number of OEM enterprises have entered the ranks of sports brands in order to get a share in the Olympic market; the brand expansion plan has been continuously improved, improved and improved; the successful strategy of Anta's star endorsement has become the basic way of all brands; CCTV sports channel has even been dubbed "Jinjiang channel".

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Less than P, the root of over expansion has been planted at that time, but the sports brand is enjoying the rapid growth of the industry at this time. They are the dazzling stars on the stage.

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< p > as for other garment industries, such as business dress, business casual and public casual wear are basically developing at their own pace.

It is precisely this relatively stable development strategy that makes these industries not to suffer the pain of sports products in the future.

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< p > women's clothing industry has added many new faces during this period.

The creation of these brands, such as Ou Shi Li, Li Xiang Li, Ayilian, Liang Zi, Jiu Zi, La Natsu Bell and nun Wen, all came into being during this period.

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< p > but women's clothing brand has not been well developed in the era of China's garment industry channel.

At the end of this period, the number of leading sports brand terminals in the market has reached seven thousand or eight thousand.

The number of stores for business leisure and popular leisure brands is mostly 2000~4000.

The number of women's brand stores is less than 1000.

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< p > women's clothing is not going forward? Absolutely not.

We believe that this phenomenon just reflects the embarrassment of traditional women's clothing.

The diversification of women's demand makes it difficult for traditional chain operation women's clothing brands to be continuous and scale profitable.

Huge consumer groups and huge market, it is difficult to build a solid profit model.

And why is an unprofitable enterprise bigger and bigger? "/p".

At the end of this stage, the differentiation of industries has been very obvious: sports brands are over the top; men's subdivision industry has developed steadily, and the leading industry has been cultivated; the P brand is still weak.

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< p > < strong > third stage: encounter electric business < /strong > < /p >

< p > we set the time for traditional clothing brands to meet the electricity supplier in 2007.

This year, the sports goods industry Lining, the positive industry bird, leisure industry Taiping bird, the three giants march together to enter the electricity supplier.

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< p > we must say that at that time, entering the electricity supplier is an initiative attempt, and it is also a very strategic layout.

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< p > but in the next development, the business of traditional enterprises began to slowly change.

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< p > first is the deteriorating inventory crisis in the sports industry.

We believe that the stock crisis in sports goods industry is just a representation. The fundamental reason behind this is that the industry has expanded over the past few years with the extensive two tier franchise chain system (see the 2012 issue of the 12 issue "channel disease of sports brand"), but stock is still a pressing problem to be solved in the mobile brand.

Therefore, no matter how much strategic planning the sports brand has put forward to e-commerce, the electricity supplier finally unconsciously becomes a sewer with brand selling stock.

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< p > casual wear industry has also carried out a more radical expansion in recent years. Under the overall weakening of China's clothing consumption, the industry is also facing greater inventory pressure.

From this point of view, the casual clothing business is moving step by step.

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< p > > a href= "http://news.sjfzxm.com/news/list.aspx Classid=101112107108" > business entertainment < /a > men's wear is the most moist industry in recent years.

Thanks to the relatively stable pace of expansion in the early stage, the performance of business casual brands has been increasing steadily in recent years.

In view of the current domestic electricity providers are unable to accept the business casual brand online price, then use electricity supplier to sell inventory.

This is the positioning of the business casual brand to the electricity supplier.

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< p > but the future of business and leisure brands is not flat.

On the one hand, the industry's recent growth depends on the expansion of new stores. On the other hand, it is mainly driven by price increases. The endogenous growth of brands has limited contribution to performance.

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According to the data released by the National Bureau of Statistics (P), the consumer price index of clothing in China increased by 2.1% over the same period in 2011, ending the continuing negative trend since 1998.

The China National Business Information Center pointed out that in 2011, the unit price of clothing items of high-end shopping malls in major retail enterprises in China increased by 26%, which was 5.6 percentage points higher than the overall clothing market.

But its sales volume increased by only 10%, less than 11.5 percentage points of the overall clothing market.

Top grade clothing sales fell 12.7% year-on-year.

On the whole, the price of medium and high grade garments is limited.

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"P" and specific to a single brand, we believe that the business casual men's clothing brand has experienced a substantial increase in prices over the past few years, the absolute price has risen to a relatively high level, and there is little room to continue to substantially increase prices.

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< p >. Therefore, business casual men's clothing should be prepared for danger and develop more functions of e-commerce.

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< p > the branding of business dress has matured, and the pattern under the line is relatively stable.

In 2007, when the high-profile bird entered the electricity supplier's failure, there was a very clear differentiation in the attitude of the formal brand to the electricity supplier: YOUNGOR, the good news bird basically gave up the electricity supplier.

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< p > theoretically, women's clothing brands do not have too much burden to make electricity providers, but their offline businesses can easily become a burden.

The contrast line is not a big dish. If the traditional women's clothing brand can concentrate on the electricity supplier, it will occupy a lot of advantages in commodity design and supply chain management.

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< p > but the women's wear line is only a little extension of the original brand positioning without touching the foundation of personalized brands on line.

As a result, the battle of women's clothing in the mass market will eventually spread to the Internet.

The online personalized women's wear market is still booming.

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< p > this is the background of clothing business.

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