The Second Line Of Clothing Brand Selection Is Also A Global Thinking.

All along, big cities are the "battleground" of all clothing brands.

The problem is that today's market situation has undergone important changes, and the brand competition in big cities has reached a "white hot" state.

In fact, in China, a country with the advantage of backwardness, the second tier cities with strong market potential will become the focus of the new round of urban development.

The basic unit of competition in the 21st century is not an enterprise, but a city.

For consumers, Beijing, Shanghai, Shenzhen and other places are not only prosperous cities and developed economies, but also an ideal place for shopping and consumption.

Because in these places, you can find the world's most popular clothing brands and the most popular clothing styles in the world.

As for clothing brands, it is a stepping stone to enter the entire Chinese market to enter these cities smoothly.

Once upon a time, Beijing, Shanghai, Shenzhen and other cities were the major places for the major clothing brands to enter.

However, now we tend to look at this problem in a more rational way. It seems logical that big cities are the "battleground" of all clothing brands.

The problem is that today's market situation has undergone important changes, and the brand competition in big cities has reached a "white hot" state.

If the market in a big city is almost saturated, it will no longer be wise for a brand to enter forcibly.

That being the case, why not choose the second tier cities in China as a market for development?

It is gratifying to note that some brands have extended their tentacles to second tier cities, and there are also some international brands.

For example, the Swedish clothing retail brand H&M has opened stores in China's cities such as Changzhou, Wuxi and Nanjing; the famous international luxury brand LV also opened in Changsha and Urumqi; and so on.

The clothing industry is a highly competitive industry. When the brand has a certain reputation and wants to gain greater development in the market, the target city of its expansion is very important.

The reason is that the right choice of brand entry into the city can not only reduce costs and improve the industrial chain, but also further enhance the brand and enhance the market share.

It is undeniable that big cities such as Beijing and Shanghai have the unmatched advantages of the other two or three line cities. They have a high degree of integration with the international market, a higher degree of marketization, a larger consumer level and a more daring and avant-garde consumer concept. All kinds of advantages have led many brands, including international brands and domestic brands, to aim at big cities.

However, such a "brand expansion strategy" is not only a fierce competition in the early years, but also a strategy to seize the market share.

However, the reality shows that today's competition in the clothing industry is no longer the same. The increasingly fierce competition among brands has also made the battlefield "smoke filled with smoke".

Let's take a look at some major international brands in recent years in China's big cities: in 2007, GUCCI's largest flagship store in China opened in Beijing's shinguang world.

In the same year, the world's largest flagship store in Gant was unveiled in Beijing World Trade Center. CK (CALVINKLEINCOLLECTION) retail flagship concept store opened in Beijing Xpu Ha Palace Hotel, and is also its first retail store in Asia.

In 2008, Burberry Asia's largest flagship store opened in Holiday Plaza in Yitian, Shenzhen. Adidas world's largest flagship store was also the world's first brand Center settled in Beijing Sanlitun; Versace Versace also opened its first flagship store in Beijing; France's Centennial brand RAMOSPORT opened flagship store in Beijing Huamao center, which is also Asia's first flagship store.

The above facts not only show that more and more international brands are entering the Chinese market, but also under the cover of the "aura" of flagship stores in big cities, at the same time, we have also issued such a signal that we can not ignore: the competition among Chinese brands in big cities will be more intense and occupy a large share of the middle and high-end market. The market space that has already been saturated will become more narrow, and the scarcity of suitable property will also gradually emerge.

For a domestic brand, the same situation exists: Nowadays, opening a store in a big city not only shares a limited area of cake with many domestic brands, but also runs through international brands, thus reducing its chances of development.

While the market of China's first tier cities is almost saturated, the domestic market is showing another situation: the market of domestic second tier cities is maturing, and the value of second tier cities is rising.

For China's clothing brand, the second tier city as a breakthrough point for its development and expansion may be a good choice, especially in a large number of Yangtze River Delta or Pearl River Delta regions represented by Ningbo, Wenzhou and Zhuhai.

Another fact can not be ignored: the income per capita of some second tier cities is faster than that of some first tier cities. People are richer and have more money to hand in, and they are more willing to spend money.

For example, the Pearl River Delta has developed economically, and the per capita disposable income ranks the highest in the country.

Relatively speaking, people in these cities have more desire for consumption and larger market potential.

If the clothing brand abandons the narrow thinking of "non big cities", the vision of "bottom" and the development plan start from the second tier cities may get another new field of its own development.

Such thinking and action has become a proof of a statement - the basic unit of competition in twenty-first Century is not an enterprise, but a city.

In addition, the current economic situation also indicates from another angle that clothing brands are now fighting for second tier cities at the right time.

In 2008, China's textile and garment enterprises experienced a "labor pains". The relevant departments of the state raised the export rebate rate of textile and clothing for the two time in a row. Whether it was in the third Plenary Session of the 17th CPC Central Committee of the central government or the state's ten measures to expand the domestic demand and ensure growth in response to the impact of the global financial crisis, all of them involved in increasing support for the development of agriculture and rural areas in China, which will mobilize the market potential of rural and small towns.

For domestic garment enterprises, to seize this historical opportunity, and strive to brand into the second tier cities of China and the prosperous new towns and new rural markets, will surely inject new vitality into the development of garment enterprises.

Yuan Chao, financial manager of Xin Ma clothing company, said in an interview that "the rising export tax rebate for textile and garment shows the firm attitude of the government to help enterprises tide over difficulties.

If the tax rebate rate is raised by 1 percentage points, our export amount of US $1 can be more than 0.07 yuan RMB, which will increase the profit of 600 thousand to 800 thousand yuan per month.

Now, the company has established 3 branches in Chongqing, Ningbo and Jilin. The processing capacity has been basically flat with the Shenzhen plant, while the production cost has been reduced by 30% to 40%.

Chongqing, Ningbo, Jilin and other cities are the second tier cities in China.

Choosing second line is also a global thinking. For some clothing brands, there may be such a concept: positioning high-end brands, opening stores to the second tier cities will "lower prices", will affect the brand image.

As a matter of fact, the brand's entry into the second tier cities will not only reduce the price but help expand brand awareness and enhance brand image.

Because of the rapid development of modern technology, the world has been closely linked and become a "global village". Every part of the world that makes up this village is important.

Then, in China, a country with the advantage of backwardness, the second tier cities with strong market potential will become the focus of the new round of urban development, full of business opportunities, and become a new gold rush for businesses.

Under such a new situation, clothing brand selection and development of second tier cities as a new development place have a global thinking - not limited to the present, but with a more long-term view, locking their own development in the future.

Since 1992, the world famous luxury brand LouisVuitton opened its first branch in Xpu Ha Palace Hotel in Beijing, then LV has opened branches in the mainland of China, except Guangzhou, Shanghai, Shenzhen and other metropolis. Wenzhou, Chengdu, Qingdao, Xiamen, Changsha and other second tier cities also sparkle LV.

This shows that the international brand has also lowered its high profile and extended its tentacles to China's second tier cities.

After all, for a brand, seeking more extensive development is the most important.

(LV) such a move will open a large store in China, and will "radiate" to a second tier city from a broader perspective. It shows that it has seen the potential of second tier cities as a means to invest in the long term.

Dongguan Hao Heng Clothing Co., Ltd. has always been export oriented, and has been making OEM for foreign brands for a long time.

However, due to the impact of the economic crisis, overseas orders declined sharply.

Therefore, the company decided to vigorously develop the domestic market and popularize its own high-end menswear brand G.I in the domestic market.

At present, the company's "G.I" and "C.A.P" stores have spread throughout Guangzhou, Shenzhen, Zhuhai, Foshan, Wenzhou, Wuxi, Xiamen, Chengdu, Chongqing, Wuhan and other domestic cities.

It is easy to see from the track of Hao Heng's dress that she chooses the second tier city as the main body of development in China.

In fact, brand entry into second tier cities is also one of its channel construction, and this channel construction is wider than the "big city route".

Of course, clothing brands fight for second tier cities is a general strategy.

In the respective development blueprint, the brand must also consider the details.

For example, before a clothing brand enters a target city, it should conduct a full investigation of the city and local consumers: whether its brand positioning, whether the culture advocated is consistent with the cultural atmosphere of the whole city, whether it conforms to the consumer habits of local consumers, whether it can launch new styles for the actual situation of the locals, and make appropriate adjustments in prices, etc.

Weng Bingxian, general manager of clocks and jewellery group Greater China, once said in an interview with the media that domestic consumers also have an international view. This international vision is not confined to big cities like Beijing and Shanghai. Consumers in Dalian, Zhengzhou, Taiyuan and other second tier cities are equally keen. They know what is going on in the international market.

She has cited an example to illustrate the importance of second tier cities. "For example, consumers in Shenyang have a special passion for precious metals, and we may soon launch special designs specifically for Shenyang."

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