2014 Analysis Of China'S Women'S Wear Industry

< p > with the development of China's economy, the number of < a href= "http://sjfzxm.com/news/index_s.asp" > women's wear brand < /a > has a very high growth rate, but the regional brand of women's clothing is strong. Compared with men's clothing brand, the market share of women's clothing brands with relatively high market share in the whole country is relatively low, and consumer groups are unstable, and consumer brand loyalty is relatively low.

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< p > 1, < a href= "http://sjfzxm.com/news/index_s.asp" > women's wear market < /a > regional characteristics are outstanding, and no national brand breakthrough has yet been achieved.

Chinese women's clothing brand has strong regional color, and has not really formed the scale and influence brand in the whole country.

For example, the Hangzhou women's clothing industry has a strong flavor of Jiangnan culture; Wuhan women's wear advocates bright colors and deep color blocks; Shenzhen and Guangzhou absorb Hong Kong and Macao's fashion elements and design ideas for their proximity to Hong Kong and Macao.

After the development of these regional brands to a certain stage, they began to develop directly to the target cities.

China has a vast territory and different customs. Southern women and Northern women are different in their dress habits and physique and temperament. There are also differences in the speed and degree of acceptance of international fashion. Chinese women's clothing still has obvious regional characteristics after years of development.

At present, the high-end women's clothing market in China is almost exclusively occupied by foreign brands, and can go out of the "country" brand of women's clothing, Liao Liao Wuji.

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< p > 2, with the development of girls' clothing series, the middle-aged and old women's clothing brand presents a "blind spot".

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< p > Chinese women's clothing has basically met the needs of women's clothing after years of climbing and rolling, but only girls have relatively personality.

According to the China clothing magazine, the brand of women's clothing market share in the first ten years is mainly young women, whose color, style and size are not in line with middle-aged and old women.

The middle-aged and old women's clothing brand has become the "blind spot" of the development of the women's clothing industry.

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< p > 3, China < a href= "http://sjfzxm.com/news/index_s.asp" > women's wear design < /a > strength is relatively weak, brand positioning is vague.

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< p > 1) the weakness of the overall design strength of Chinese women's clothing is one of the main "bottlenecks" that Chinese women's clothing industry can hardly make great progress.

Designers are the "soul" of women's clothing.

Women's clothing is like a door. It needs the spirituality of the designer to open it.

And women's clothing has the characteristics of novelty design, high timeliness, short cycle and fast change. This requires enterprises to have strong design strength and ability to respond to market and so on.

Relying solely on the development route of copying and plagiarism, it is destined that Chinese women's clothing can not form their own brand style.

If the trademark of Chinese women's clothing is covered, the brand positioning of this brand is similar to that of its brand product.

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< p > 2) many Chinese enterprises are husband and wife cooperative family management, and it is difficult for excellent clothing talents to enter. Even after entering the later stage, it is difficult to adapt to the enterprise environment, and the phenomenon of clothing brain drain is more serious. Chinese women's clothing enterprises are far from the international integration road.

Compared with western countries, domestic women's clothing enterprises have less research on brand culture and brand strategy. They are more concerned about whether their brands can enter which shopping malls, whether they can recruit more franchisees, and ignore brand building and brand positioning.

Compared with the cultural accumulation of famous European brands, Chinese women's clothing brands differ greatly in designing forerunner, brand culture and fashion concept.

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< p > 4, in Qingdao garment processing, underwear production has a high degree of concentration, and there are a number of brands with a high market share: while fashion, Shenzhen, Hangzhou and Humen women's clothing has also been magnificent and has its own characteristics, but the concentration of production has been lower than men's products, and the brand stability is poor, and the life cycle is short.

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< p > 5, equipment technology and related supporting lag restrict the development of Chinese women's clothing.

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< p > 1) the technology and equipment of some women's wear enterprises are relatively backward. The matching of accessories and accessories can not keep up with the development of garment industry, and the fabric that produces high-grade products depends on imports to a certain extent.

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< p > 2) the quality of products between enterprises is uneven, and the quality of some enterprises is still unstable.

The State General Administration of quality supervision, inspection and Quarantine of the 10 provinces and municipalities of 177 enterprises, 77 women's clothing product quality checks, the product sample pass rate is only 70%.

1.6 Chinese women's clothing "price war" intensified.

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< p > because of the imitation of Chinese women's clothing, the form of sales has turned into a big price war and terminal promotion war.

According to the "2014-2018 years China Women's clothing industry market demand forecast and investment strategic planning analysis report" released by the foresight Industry Research Institute, it shows that: at present, women's clothing inventory is serious and turnover is slow; women's clothing enterprises carry out price war with each other, and consumption is less loyal to women's clothing brand and the market share is unstable.

If we want to break through the pattern, women's clothing enterprises should cultivate their own strength, speed up pformation and find their own positioning.

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