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The Development Of Shenzhen Women'S Clothing Industry Is Inevitable.

2014/6/24 8:44:00 32

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should also be the time when Shenzhen's < a href= "http://www.91se91.com/news/index_f.asp" > women's clothing industry > /a > appear on the market.

first of all, this is the inevitable demand for the development of industrial clusters to a certain stage.

It is inevitable that a strong and leading industrial development cluster will be born.

the development track of men's wear, sporting goods and other industries in China has proved this point.

Fujian Jinjiang business casual men's wear industry, the birth of seven wolves, Li Lang, nine Mu Wang 3 listed companies; Jinjiang sporting goods industry, the birth of Anta, XTEP and a number of listed companies; Zhejiang's men's clothing industry, the birth of YOUNGOR, Shan Shan, good news birds, Busen 4 listed companies.

All kinds of supporting resources in the industrial cluster and the strong brands in the P promoted each other, and gradually formed the prosperity and evolution of the "ecological environment" of the industrial clusters.

This is a benign cycle development process.

from this point of view, as a kind of shopping mall with a market share of over 50% and annual output value of more than 150 billion yuan and the most high-end high-end women's clothing industrial cluster in Shenzhen, if there are no more women's listed companies, it will accelerate the formation of the "stronger and stronger industry polarization" pattern, which is not compatible with the strong position in the National Women's clothing industry.

in fact, Shenzhen has two women's clothing enterprises attacking capital markets before.

In 2011, the ladies house sprint A shares IPO, but was not in November of that year.

This year, the leading brand of high-end women's clothing, Song Li Si also sprint A shares IPO.

However, according to the latest news released by China Securities Regulatory Commission in mid June, it was "suspended censorship".

at least for now, there is still no women's clothing listed company in Shenzhen.

But the actions of Lady house, singer and Ke Eli Till have proved that there is a wave of desire for capital market in Shenzhen women's clothing enterprises. This is a fact.

Ke Eli Till, who will become the first "crabs", will trigger the "Domino dominoes" effect of the listing wave.

Second, at present, pnational brands accelerate the rush to the Chinese market, and the competition in the domestic high-end women's wear market is aggravated, and the pressure of business operation is increasing. With the help of capital market, the breakthrough has been made to accelerate the expansion, and consolidate and enhance competitiveness has also become an important demand.

taking Ke Eli Till group as an example, its annual sales scale is more than 700 million yuan, and its strength is not strong in the women's clothing industry of Shenzhen, but it is positioned in the middle and high end. The premium rate of the brand is as high as ten times, and the net profit rate is as high as 10%. The annual income growth rate is between 40%~50%, which can be described as a high growth.

But behind the high growth, the development of this kind of brand is also awkward at present, mainly reflected in the intensification of competition.

first is the competition of the dominant brand of the trade.

Ke Eli Till (Koradior) and the current two sprint IPO Vigna S (V.GRASS) belong to a group of brands, limited in size, positioning "tall", and have a very easy to let consumers mistaken for foreign brands "foreign names."

However, their brand awareness and influence are limited, which makes them have a lot of pressure on the market to locate similar industries in the famous market, such as Max, Phil, and baozi.

the most important competitive pressure also comes from foreign brands, including the international top brand, the second and second tier brands and the fast fashion brand.

This is not only the embarrassment of Ke Eli Till, but also the common embarrassment of P.

This kind of positioning brand product price is often four thousand or five thousand yuan, winter fur products around 10000 yuan is also a common matter, the main consumer is 35~45 years old quite purchasing power of women.

But the reality is that women with such powerful purchasing power are more selective.

they hold a credit card and spend less money on the premise that they can take advantage of overseas travel and business visits to pick up big brands such as Dior, Prada, Gucci and Chanel in the stores of international metropolises such as Milan, Paris and Hongkong, and choose to pick up the second or second tier international brands in the domestic market, such as MIUMIU, Chloe and so on.

If P wants to choose a brand with higher cost performance, ZARA, H&M, UNIQLO, GAP and other fast fashion brands will also become their best choice in recent years.

These three brands are the strong opponents of the high-end women's clothing brand in China, and the Shenzhen women's clothing brand is the most affected group.

to this point, Sullivan pointed out that the competition of Chinese high-end women's clothing market is becoming more intense because of the landing of foreign brands.

Although domestic brands are more familiar with the taste of domestic consumers and have established a better sales channel, they have some advantages over foreign brands for a time. However, when foreign brands have accumulated many years of experience in China, they will pose a major threat to China's high-end women's clothing brands.

Sullivan P further pointed out that since the "a href=" http://www.91se91.com/news/index_s.asp "consumer" /a "demand weakened and the inventory brought about by the rapid expansion of the sales network over the past two years, the profitability of the domestic high-end women's clothing enterprises began to shrink since the beginning of 2012, and brand dealers and dealers are facing a huge upward pressure on inventory.

In order to clean up inventory and improve cash flow, brands need to discount off season products, which will reduce profits and affect brand reputation.

Moreover, the monotonous product category, weak design ability and ambiguous brand positioning are the common problems faced by Chinese high-end women's clothing brands.

Compared with multinational brands, the domestic women's clothing brand has not yet established its uniqueness and independent style.

With a large number of multinational brands actively exploring the Chinese market, these weak points are expected to drag the growth potential of domestic women's clothing enterprises.

Under the increasing pressure of competition, Ke Eli Till must speed up the pace of expansion. By expanding the retail outlets directly, upgrading the design power, accelerating the construction of the internal information system and customer management system, and accelerating the expansion of new channels, the P will continue to expand its norms and strength, consolidate and enhance its competitive edge, accelerate the formation of fashion brands with multiple brands and multiple profit points, instead of being defeated by competitors in a bright tomorrow.

in this process, it is obvious that we only want to rely on our own funds for rolling development, but what they need to do is to catch up with the high-speed railway in capital market.

besides, the domestic high-end women's clothing market is still under great pressure, but still has great potential for development.

In addition to competitors, it is also one of the demands to seize future development opportunities.

Sullivan data show that in 2013, China had more than 500 high-end women's clothing brands (the average price of winter clothing was 3000~10000 yuan, and the average price of summer clothing was 1500~5000 yuan).

In terms of retail income, the retail income of the high-end women's clothing market in 2013 was 95 billion 490 million yuan, accounting for 18.36% of the total retail income of the women's clothing market, while the retail income of the low-end women's clothing market was 418 billion 90 million yuan, accounting for 80.39% of the market share.

Compared with the low end market, the high-end market has maintained strong growth momentum in the past few years.

among them, the top 10 high-end brands occupy only 1.96% of the whole women's clothing market, and the number of single brand brands is less than 2%. The top 10 high-end brands occupy only 10.67% of the high-end women's clothing market in China, and the share of multiple single brands is less than 1%.

but Sullivan pointed out that although high-end women's clothing is not a major component of the Chinese women's clothing market according to market share, the growth rate is much higher than that of low-end women's clothing.

In 2009~2013, the composite annual growth rate of domestic high-end women's clothing is about 23.05%, and its compound annual growth rate is expected to be about 20.36% in 2013~2018.

Because the expected growth rate of high-end women's clothing is higher than that of other women's garments, the market share of high-end women's clothing is expected to increase to about 20.33% in 2018.

"P > is precisely from these aspects, it is not hard to predict that in the next few years there will be new" a href= "http://www.91se91.com/news/index_p.asp" Shenzhen "/a" women's clothing enterprises and other industrial clusters of women's clothing enterprises to join the listing queue.