China'S Leisure Apparel Enters The International Market

< p > this article integrates Chinese famous clothing brand management expert, China Research International chief consultant, magazine editor in chief Zhu Wenxin and industry observer Zhang Meiling, and concludes that their views are: < /p >

< p > < strong > one is to cater to the current situation and pay attention to consumption subdivision < /strong > < /p >

< p > competition upgrade and < a href= "http://www.91se91.com/news/index_s.asp" > consumer segmentation > /a > bring dress category upgrades. We see that children's clothing has been gradually broken down into baby, juvenile and youth clothing, which can meet the needs of children of different ages.

At the same time, clothing brands that are serving an age group are taking a series of development paths, such as workplace series, gathering series, leisure series, home series, etc.

Similarly, casual clothing is also compatible with the trend of fashion nowadays, showing diversified development trend, fission into personality leisure, business fashion, leisure and sports and leisure.

In combination with the needs of the new generation, we have subdivided the young, middle and old clothes, and the styles, fabrics and colors are more colorful, especially in the development of accessories.

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< p > < strong > two is the formation of its own characteristics < /strong > < /p >

< p > the final decision of brand market position is the brand's own character, rather than the insignificant difference between products.

Take a href= "http://www.91se91.com/news/index_c.asp" > Chinese casual wear < /a > brand as an example, our leisure wear still stays in imitation stage or simply sells the good selling styles abroad, the design idea is relatively narrow, each brand's shape is similar, the difference is not obvious, lacks the brand style, cannot be designed according to the consumption demand, and has not yet been well integrated with the market.

Secondly, improve fabric development and pay attention to details.

Take T-shirts, for example, because the styles of T-shirts are less varied.

At present, the output of T-shirts in our country has been very impressive. If we can catch up with foreign countries in fabric, and our processing level and product quality have shortened the distance, this will pave the way for Chinese T-shirts to occupy "a href=" http://www.91se91.com/news/index_f.asp "international market < /a".

In addition, the foreign leisure brands are very particular about the version, and they feel very comfortable wearing because their tailoring is based on the human body structure.

However, the casual wear in our country is generally not paid enough attention to. For example, the temperature of the steam, the shrinkage of the cloth, the distance between the stitches, the length of the stitches, the thickness of the thread, the size of the stitches and so on.

Finally, we need to speed up the renewal.

Some old foreign casual wear such as ONLY, there will be at least 20 kinds of new listings in a week, and at the same time, more than 20 old styles will be eliminated.

And domestic brands are generally seasonal adjustments, it is difficult to keep up with the update speed of international brand products.

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< p > < strong > three is to strengthen the channel construction < /strong > < /p >.

< p > the product is good, the system construction is not in place, and it is still difficult to continue. Similarly, there is no characteristic of the product, so the system building is also in vain.

In the case of product research and development, in order to steadily expand market share, the development of systematization, vertical, scale and profitability is the general trend.

In reference to brand share, we all like to say "we need to enhance brand loyalty".

Zhu Wenxin suggested that before thinking about this problem, we should first solve how to make customers fall in love with us.

Strategy can only solve one time, and brand building is the main reason for customers to accept the development of brand and terminal.

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< p > the development of China's business casual wear industry has begun to shift from "quantity consumption" to "brand consumption", and product consumption and brand consumption have developed to the era of quality, humanization and high value consumption.

At present, the domestic casual wear market is far from being saturated. This "unsaturation" is based on product development, channel cultivation, systematic construction and < a href= "http://www.91se91.com/news/index_h.asp" > profitability < /a >, so that the 700 billion market can do well.

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