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Local Casual Wear Survival, Warring States, Fast Fashion Brand Invasion

2014/6/26 8:57:00 60

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 domestic leisure a target= "_blank" href= "http://www.91se91.com/" > clothing "/a" brand winter continues. 
 recently, Dongguan's casual wear brand, Bai Xian Dun, was declared bankrupt due to poor management. The old casual clothing giant Baleno was also in deep trouble. Baleno and its subsidiary brands reached 388 stores in mainland China, and the number of stores closed accounted for 1/10 of the total number of stores in the beginning of the year. 
 this just reflects the survival predicament of Chinese local clothing brands. The two or three line small clothing brands are struggling on the survival line. The sales of casual wear of clothing listed companies such as Giordano, Semir a target= "_blank" href= "http://www.91se91.com/" > dress < /a > have also declined year after year, and the high inventory and frequent shop closes have become the general situation of the industry. 
Less than P, the plight of local brands may come from the sudden emergence of foreign fast fashion brands. In recent years, the fast fashion brands represented by UNIQLO, ZARA and other brands have made great progress in the Chinese market, and UNIQLO even created an exaggerated speed of 11 stores a day. 
 "main brand design is backward, business philosophy can not keep up, and the positioning is fuzzy, gradually losing the market once." Dongguan a target= "_blank" href= "http://www.91se91.com/" > textile < /a > clothing association pan Secretary General believes that the backwardness of products and business has made local brands far away from UNIQLO. Under the internal and external troubles, the survival of local casual wear brands is urgent. This brand survival and war may have begun. 
 performance has dropped sharply in recent years 
 the 18 year old casual wear brand, Bai Xian DG, went bankrupt. 
 this company, founded in 1998, with 3000 employees at its peak, posted a notice in May 4th: because of the company's operational difficulties and the beginning of December 2013, some production processes in the workshop were in a semi shutdown state. By April 1, 2014, all production processes in the production workshop have been closed for work. The company has decided to formally complete all operations in the production workshop since May 4, 2014. That is to say, Paci Doug will no longer exist in the future. 
 this is only a microcosm of the survival status of Chinese local clothing brands. According to media reports, the main business income of textile and clothing industry in Shaxi Town, Zhongshan, where Paci Doug was located in 2013, grew by 0.6% compared to the same period last year, but the total profit fell 41.2% year-on-year. 
 and the local leisure clothing giants who have been on the spire are also experiencing the pains of the development and change of the industry. In June 16th, Baleno's parent company, Germany Yongjia Group Limited, issued a financial report. As of the end of March 2014, Baleno and other sub brands had 388 outlets in China and 1/10 of the total number of stores. 
Giordano, another listed clothing company in Hongkong, is also unable to escape the bad luck of P. 
 according to Giordano's first quarter 2014 earnings report, as of March 31, 2014, the company's sales decreased by 7%, and the gross profit decreased by 13% during the same period. At present, there are 75 outlets closed by Giordano, and 54 of them are occupied by the mainland. 
 at the same time, as the leading clothing enterprises in the country, the state of the United States and costumes and Semir apparel are equally unoptimistic. In 2013, the United States apparel business income of 7 billion 890 million yuan, operating profit of 518 million yuan, compared with the previous year has declined to a certain extent. 
"P >" is mainly affected by the big environment. The whole a href= "http://www.91se91.com/" > industry < /a > is both depressed, with the impact of the electricity supplier. But under such circumstances, our own e-commerce website is also being focused. The representative of American bond clothing told times weekly reporter that he also said that although the development of ME&CITY in the US state is slowing down, it will still insist on the brand positioning to open up new markets. 
 besides, many people in the industry also told times weekly that the United States has always been the leader in the field of domestic casual wear. The electricity supplier operation and the concept store mode are all ahead of the industry. In recent years, the business style has also become more robust from the radical. "Despite the sharp decline of last year's performance and the expected performance in the first half of this year, the performance of the whole year is expected to be restored and the profit elasticity will be larger based on the low base effect and equity incentive. The future focus is on the promotion of new concept store models and the integration of online and offline channels. 
 and the performance of Semir clothing is barely qualified under the pull of its children's clothing brand Barbara. In 2013, Semir realized 7 billion 294 million yuan of business income, of which the main business income was 7 billion 219 million yuan, although it increased by 3.20% over the same period last year. However, the growth rate of children's clothing was faster than that of the same period last year, and its leisure apparel realized 4 billion 683 million yuan in the main revenue, down 4.04% from the same period last year. 
 "at present, young people pursue fashion and dress index is high. Semir's position in the future is still a popular way to become younger, but it will innovate in style and clothing brand and constantly adapt to the current market oriented development. For future development, Semir clothing director of the office of the secretaries said, he said that the future Semir clothing will push the electricity supplier to achieve diversified development. 
 foreign fast fashion brand shock wave /p >
When p, a local fashion brand, came into fashion, UNIQLO and ZARA's fast fashion clothing brands ushered in Carnival development in China's market. 
"P" and local brands are closing shop. "UNIQLO" has speeded up the horse race in China. Up to now, UNIQLO has over 260 stores in China, covering more than 50 cities, accounting for more than half of all overseas brands. Over the past year, the market growth of UNIQLO has reached its peak. In August 31, 2013 alone, there were 11 new stores of UNIQLO opened at the same time. In the 2013 Taobao double eleven Shopping Festival, UNIQLO sold more than 121 million yuan, becoming Tmall's sixth single brand. 
H&M, which opened its first store in Huaihailu Road, Shanghai in April 2007, has 200 stores in the 7 years of its development in China. Data show that as of June 2013, the total number of four fast fashion brands including UNIQLO, ZARA, H&M and C&A has reached 523 in China, of which nearly 40% are new stores opened after 2012, which means that these brands will open a new store on average 3 days. 
 2012, the major clothing brands of China's clothing industry broke out of storage problems. According to the annual earnings data, Lining, Anta and other sports leisure brand inventories increased year-on-year, XTEP stock amounted to 887 million yuan, an increase of 92% over the same period; the United States, Semir and other youth leisure brands stock up to $1. 2 billion, while UNIQLO completed the handling of inventory as early as half a year ago. 
 new fast, low inventory is the secret of winning these fast fashion brands. UNIQLO told the times weekly reporter that the 83.72 day is the turnover days of UNIQLO average stock, which is at least half faster than that of domestic clothing enterprises, while UNIQLO's SKU (inventory unit) keeps on about 1000 yuan all year round, and the local casual wear enterprises are basically 2000-5000 times 2-5 times higher. 
"P >" sales of local leisure brands and store closes are related to the strong development of foreign fast fashion brands. Foreign fast fashion brands are close to the mainstream of consumption in terms of design, style and so on, and management and marketing are more modern. Therefore, they can get more consumers' recognition, which is the lack of domestic leisure brands. " Xiong Xiaokun, a light industry researcher at CIC, believes that these fast fashion brands are popular in China. 
What is the predicament of 
 "main brand design is backward, business philosophy can not keep up, and the positioning is fuzzy, gradually losing the market once." Pan textile Secretary of Dongguan textile and Garment Association bluntly said. Take ZARA as an example, a new product can be launched to the market in two weeks, and follow the fashion trend of the international fashion week. Looking back at the local brands, the times weekly reporter learned that it usually launched new products in four quarters, and the same style was diversified and launched with a relatively simple choice. For a long time, backward designs and new products have been abandoned by mainstream consumers in the second tier cities. They can only sink to the three or four tier cities, so that products are located at a low end and consumers who are most consumptive. 
 "these enterprises still stay in the traditional marketing techniques, relying on celebrity publicity, but in fact, the cost performance will not be too high, and the whole brand marketing is very poor. And like the fast fashion brand of UNIQLO, they pay great attention to the electricity supplier. You see, the sales volume of a Tmall store in UNIQLO is very good, but Baleno is relatively poor. It's not that they don't pay much attention. They are also doing electric business, but they haven't hit the idea, so they have little effect. Tian Shu, chief consultant of the sky consulting agency, told the times weekly reporter. 
 times weekly reporter found that these local clothing brands are mostly developed by garment factories in Guangdong and Jiangsu and Zhejiang provinces. Take Semir clothing as an example, it is only developed by a small garment factory in Wenzhou. These enterprises have a strong family color, and many family members act as executives in the company. Although many managerial talents are introduced, there is still a certain gap between them and the modern enterprise management system. 
 "domestic enterprises need to work hard and enhance their attractiveness to consumers." Xiong Xiaokun said.