Sad: The Clothing Market, The National Brand, The Dark Horse Is Hard To Find.

Here world clothing shoes The Xiaobian of the hat net introduces the elegy of the clothing Market: the national brand is hard to find.

There will be a lot of new forces in the electricity market in May, such as Jingdong, poly America and other electronic business platforms. But the brand market outside the platform is hard to see such a national opportunity. Recently, reporters have scanned a series of online and offline clothing brands, trying to see the future opportunities and potential of the domestic brand market in these brands. However, apart from a few cultural innovations, operational innovation and marketing innovation, everyone is panting.

　 Online: Amoy brands can easily die without support.

"Rip" and "Yin man" are well-known brands in the women's wear, but insiders give the most direct evaluation.

"If it is not for Tmall's key support, it will soon fall back to the level of annual sales of 200 million." In their view, if one year does not support, these brands will immediately return to 2 hundred million scale, if two years do not support, immediately shrink to 1 hundred million level.

Statistics show that in 2013, the sales volume of Yin man was 760 million, and its initial brand was 360 million. Sales volume in 2013 was 580 million, compared with 500 million in 2012, and the growth rate was extremely slow.

"Now Ali is not able to see these brands' fair competition and contribute hundreds of millions of advertising fees." According to his analysis, Ali abandoned the advertising cost and got the demonstration effect of the brand, and the relatively successful Amoy brand such as yemann and rip silk was obviously more valuable for Ali platform and yell.

"Waiting for listing, the brand effect has come out, and Ali will charge its normal advertising fee. According to the annual sales of 4 hundred million, if it does not contribute to Ali 1.5 billion, how can it flow to it?" These people predict.

As for the effect of yemann and the broken silk, a garment operator seems to be very aware of the fact that "Alibaba also relies on brand to tell stories, but in fact, the electricity supplier circle has not had the effect of building brand as before."

Now, apart from the Amoy brand that has been made, the chance of being completely separated from Ali's network brand is not very big. Even the company that has been walking on the front line of marketing and capital has always been facing a crisis.

Offline: now it's hard to grow up on a scale brand.

Here is a prerequisite for delineating a scale of tens of millions to 2 hundred million. Is it possible to become a good national brand in the future?

" Women's wear There is no potential, men's clothing category is very poor, so the potential remains. The operator, who made the first class network women's clothing brand, said that the potential of men's clothing lies in the overall operation team and the weak operation level, and the brand effect has not been brought into full play.

Although the head of the men's clothing brand in China told reporters that the competition of men's clothing was more intense than that of women's clothing, but when looking at whether the future could kill the dark horse from the current small brands, the person in charge also expressed pessimistically that "basically impossible."

Two years ago, there was a voice on the Internet, and the flat network gave the niche brand opportunities to grow up. Even in the past two years, the women's clothing has been killed. But they are cautious in the operation of journalists. "A small brand audience is small," he said. "Even if you want to do it, it's very difficult." And the founder of his own brand of online niche brand told reporters directly, "we didn't want to be bigger, keep tonality, make Maori and premium, stick to small and beautiful."

In fact, relatively small niche brands are mainly from the Internet and are concentrated in Taobao and Tmall. The general manager of a man's clothing business directly pointed out that "these so-called niche brands have actually got the best platform resources, but on the same scale, the future growth space will be limited."

According to its disclosure, Hua Sheng Ji has already killed 60 million of the brands.

In addition, there are a large number of factory shops and foreign trade shops under the line, with an annual scale of 50 million.

　 Market demand shrinks and brand "downtrend" develops

Data show that only a few brand annual sales can maintain a growth rate of 15% in line with the TOP brand of the National Women's wear brand, which accounts for about 20% of the TOP brand. 50% of the women's clothing brands under the TOP line are in a state of slight decline, and the rest of the brand sales are dropping at the speed of 30%-50%.

As for non TOP brands, the industry generally believes that they are neither scale nor capacity and strength to expand. Such input-output ratio is too low, even worse than the use of funds for other cash investments.

A manager who runs the channel of famous men's clothing brand sales told reporters: "men's wear is undergoing polarization, one is brand driven, the other is brand oriented fashion driven fashion. But the obvious phenomenon now is that the two poles are extending to the lower end.

The person said, "the two will intersect in the low-end market and take the road of cost-effective. And this market is the most concentrated place of Amoy brands.

Looking at the relevant clothing materials, we find that in the two directions of standard business clothes and fashion men's wear, there are few brands that are new and high-end. "Online shopping crowd is still dominated by low consumption level, and the middle and low class, high-end consumers generally have their own buying circles, such as Oteri J from Hongkong and abroad."

For the TOP line Men's wear The development trend, the brand leader thinks that needs to distinguish the view, the traditional commerce overall slows down, but has not appeared the downward trend temporarily, but undeniably, many second line brands have already started to lag behind.