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The "Three Promotions" In The Apparel Retail Market

2014/3/24 8:35:00 26

flight interview has become a very representative "sophisticated dish" for China's "a target=" _blank "href=" http://www.91se91.com/ "clothing" /a "forum.

In the early March of each year, Wang Jun, Secretary General of the China Fashion Forum, took the lead in walking around a dozen cities, and talked with contemporary Chinese clothing entrepreneurs on the spot, digging out the genes behind the brand, and telling them in depth interviews and even constructing the brand reality.

Many people say that the deep thoughts excavated from flight interviews can be a summary of the past year of China's clothing industry, and after 2014, which has been called the most stressful 2013, the flight interview seems more desirable.

the theme of the nineteenth China Fashion Forum is "Transformation: Rebuilding consumption connections".

In view of this theme, this year's "flight interview" has been carried out in cities such as Guangzhou, Shenzhen, Xiamen and Shanghai. The companies with in-depth interviews have exceptions, Zhuo Ya, song, Gloria, and Yi Hui, which have many years of brand line quality. They also have the Internet's "upstart", such as Yin man. At the same time, there are also some design studios. In mid March, they continued to interview in other cities such as Beijing.

Internet and new consumer group /p >

promote brand subdivision

from last year to this year, the biggest feeling of Xia Guoxin, chairman of the women's clothing, is that times are changing and people's lifestyles are changing.

"My personal experience is that the mobile era is really coming."

He regretted that the way of life of modern people began to switch to the Internet and mobile phones, while fashion changed with the change of lifestyle, so the current fashions and shopping methods changed.

Let P feel deeply that Xia Guoxin's consumption environment has changed.

He said that since 2013, many enterprises have really felt the pressure, the shop may not make money, and the new brands do not necessarily make money.

"At that time, we knew that extensive management and inadequate management revealed problems."

in the view of Zhou Sheng, chairman of fashion group of EACHWAY (Yi Hui), there are obvious changes in China's clothing retail market in 2013. One is the reduction of people's flow in traditional channels, and the other is the beginning of brand concentration.

New brands are becoming fewer and fewer. Many new brands are derived from old group companies.

"The low price products of department stores and supermarkets are becoming more and more concentrated.

Because high-end products will become exclusive stores, enter Shopping Mall, and pform to comprehensive stores.

an important embodiment of the change of the retail market is the subdivision of the brand itself and the segmentation of the consumer market.

Luo Yonghui, chairman of Limited by Share Ltd, is deeply aware that in the same consumer market, young customers are constantly changing.

Fast selling products can best satisfy this part of primary consumers.

Based on this, in 2012, he launched the fast selling QDA, opened the first store in Beijing in March 1, 2013, and then opened 5 stores in Harbin, Chengdu, Shenzhen and Ningbo.

Ding Geng, executive director of P, mensasini, also feels that the whole garment industry, especially the men's wear industry, has undergone great changes in the past two years and began to subdivide like women's clothing.

He pointed out that the current menswear consumption groups have business, fashion, there are tide brand, convergence, simplicity and so on.

Men's clothing is now paying more and more attention to the image and merchandising of the entire garment. This is a great step forward.

For example, many men's clothing brands began to focus on window display.

Clothing is a way of life. How to create clothing that meets the tastes and lifestyles of consumers and find comfort and happiness is a new feature in recent years.

the segmentation of consumer market level is evident in Hsing ho.

At present, the high-end brands JORYA and JORYA weekend of Higa are mainly North, upper, broad, deep and provincial capital cities.

The other 3 main brands, GIVH SHYH, ANMANI and CAROLINE, continue to occupy and expand their influence with provincial capital cities and even consuming second-class cities as main markets.

For the popular brand IV, it continued to expand last year from second tier cities to three tier cities.

The brand was launched in 2009 and has opened nearly 200 stores last year to achieve sales of nearly 600 million yuan.

new consumption group

promote the integration of offline and offline

the change of consumption demand is also very prominent.

Among them, the Internet and new technology means and new consumption pattern are the topics that must be faced.

Li Feiyue, general manager of Shenzhen's "blue Wardrobe" a target= "_blank" href= "http://www.91se91.com/" > dress < /a >, said that before the pink wardrobe was based on the commercial brand, more attention was paid to the scale of the market and the presentation of the products.

But by 2013, consumer demand was clearly felt.

If you want to impress the consumer, the brand is no longer a product. How to enter the consumer's heart is the key.

So, one of the biggest attempts to make in the 2013 pink wardrobe is to wake up consumers' re - awareness of fashion through some artistic forms.

"P," says Ding Geng, executive director of marasini, "now that the consumer is changing, they do not necessarily buy clothes because they want to buy" a target= "_blank" href= "http://www.91se91.com/" clothes "/a".

Consumers have changed from pure consumption to interactive experience, including a series of integrated factors such as sharing entertainment, which can induce their consumption behavior.

Lin Shuling, vice president of Guangzhou gvfashion Fashion Co., Ltd., P, said that if you want to make a brand, consumers will go wherever they want.

At present, consumers are basically living alone in the physical world or living alone on the Internet. Basically, their lives are mixed online and offline, and the acquisition, exchange and consumption of information are also mixed.

Since this is the current lifestyle of consumers, the brand will have to meet this new demand.

Fang Jianhua, chairman of the online brand "upstart", P, said that as the business environment on the line is getting worse and worse, the business under the line will be affected.

Whether traditional department stores or offline shops are bound to change.

In the case of bad business, there is a need for change, no change will fall, brand businesses will fall, and traditional business formats will fall.

And at the same time of pformation, online and offline will be integrated, but the premise of integration is that enterprises must have high cost performance products, which is the most critical point of the future online and offline integration.

"Are your things good? Are they distinctive? Do they make consumers feel that they are cost-effective? This is the core part of the next 10~20 years."

commercial form is continuously derived from /p >

multiple factors promote market pformation /p >

the famous clothing "a target=" _blank "href=" http://www.91se91.com/ "designer" /a "Ji Wen Bo believes that the domestic garment industry is now in a period of change. China's brand market should be determined to a new pattern.

This pattern involves product orientation of brand design, which is a very critical issue.

Domestic brands have developed a lot of products in recent years, and their styles are also numerous. The whole brand is growing rapidly in the market, and even "some can have no direction or plan."

I think the clothing market is a bit confusing now. Homogenization is a serious problem. "

Han Zhiqiang, general manager of Shenzhen Wan Qi Clothing Co., Ltd. said that 2013 was a tough year for China's retail industry, especially for the clothing industry, but it was a great opportunity for the enterprises. P

Before 2013, a lot of consumption in China's market was irrational, expanding and fast, and it was not a scientific and rational structural mode.

After 2013, the change of the whole market is to return to the essence of the whole industry service, and to make the economic consumption structure of the whole market tend to be reasonable and standardized.

Mao Jihong, chairman of the P, pointed out that the current domestic clothing market is a turning point. The whole market is no longer a single "ground operation", but a three-dimensional "sea, land and air" to seize the market "cheese".

in Mao Jihong's view, we used to think less, just like Lei Jun said: "a pig can be blown off at the cusp."

But now, it's changing.

The so-called pition is actually a change of role.

He believes that the state itself is thinking and changing, the society is thinking and changing, and the enterprises are forced to change.

The so-called forced change is due to the current era of Internet and self media, the era of mobile Internet and big data, which is a core issue for fashion brands to switch.

Mao Jihong thinks that the clothing brand in the past is somewhat like the middle part of a "sandwich cake".

The relationship between brands and shopping malls, channels and commercial bodies form a kind of "sandwich cake" relationship. The brand survives in this crevice. This process affects some abilities of the brand itself. Some brands have better days and feel less comfortable.

But when all consumption and form change dramatically, the most direct impact is the physical retail industry.

Mao Jihong made a simile: "now the pition has turned into a three dimensional turn of" sea, land and sky ", which makes people feel that" someone has moved my cheese and someone has moved many people's cheese. "

Mao Jihong also pointed out that the traditional retail industry is declining now, and the department stores and Shopping Mall passenger traffic are declining.

Shopping Mall divided the "cheese" of department stores, and the network split the "cheese" of Shopping Mall, department stores and commercial street.

That is to say, the sky has broken up the "cake" on the ground; in the past, the "cheese" that had been discounted and priced at a low price has been split, and now the online shop has broken up the "cheese" of the big brand shop; in the past there were middlemen and agents in circulation, but now the purchasing agents split up the "cheese" of the agents.

He said with emotion, "in this era, all kinds of business forms are constantly generated by mobile Internet, in fact, the real ports are grabbing the market."

but Mao Jihong thinks that the subdivision of this "a href=" http://www.91se91.com/news/index_s.asp "market < /a" is actually an improvement.

He said: "the past market can be absorbed, but now it has become a subdivision.

This is in itself a process of sound business development.

Just now, there may be many people who are not prepared for it, or many people who have lived in the past are feeling that it is really not easy to make money.