Differentiated Competition Strategy Of Local Brand Clothing In Guangdong

At present,

The apparel industry is in the strategic development stage from "quantitative change" to "qualitative change". The industry is trying to explore the breakthrough and upgrading mode of innovation driven and intensive development.

"With the rapid expansion of the international fast fashion brand in the Chinese market expansion, some well-known local clothing brands are adopting the strategy of differentiated competition to respond positively through product innovation, technological innovation and channel innovation."

A deep industry insider said that from the 2014 winter and 2015 spring clothing orders, dealers around the Guangdong "YISHION", "exceptions" and other local brand clothing orders have not decreased, the hope for the downturn of the domestic apparel industry.

"Foreign brands" grab the market aggressively.

This year, the domestic garment industry climate index has declined, and demand is lower than expected.

Data show that in the first quarter, the prosperity index of China's clothing industry was 97, down 0.4 from the fourth quarter of last year.

Garment production in the first quarter was 6 billion 900 million, down 3.8% year-on-year.

and

According to the statistics of the China National Business Information Center, in 1-6 months, the volume of retail sales of all kinds of garments in 100 major large retail enterprises decreased by 1.8% compared to the same period last year, and the growth rate was 6.1 percentage points lower than that of the same period last year.

In June, the retail sales of all kinds of clothing decreased by 1.6% compared with the same period last year, the decline narrowed by 0.4 percentage points from last month, but significantly lower than the 14.2% growth rate in the same period last year.

The market is always changing. The recession of the domestic garment industry has brought opportunities to the international fast fashion brands. They are expanding rapidly in the Chinese market.

According to incomplete statistics, in 2013, there were 82 new stores in UNIQLO, 257 stores, 62 H&M stores, 176 new stores, 28 new GAP stores, 71 new stores, 18 new ZARA stores, 137 137 stores, 42 new MUJI stores, 100 stores, C&A new stores, and a total number of stores; U&R has a total number of new stores and a total number of stores.

Last year alone, the international fast fashion clothing brand opened nearly 1000 stores in China.

The local garment industry is in pition.

Guangdong, as a major economic province, has always been the benchmark for the development of China's garment industry.

In the past 30 years, Guangdong has cultivated a number of garment industries including Humen garments, Shenzhen women's wear, Shanwei suits, Foshan children's wear, Puning shirts, Zhongshan Shaxi casual wear, Shunde Junan denim, Chaozhou wedding dresses, nun drawnwork, Chaozhou cowboy, Nanhai Yanbu underwear, Mao sweater, Xinhui knitting and so on.

Guangzhou's white horse and Sha Dong, Humen's rich people and the Yellow River, Zhongshan's Shaxi, Zengcheng's Xintang international cowboy, Guangdong light textile trading garden, friendship pants and so on.

In the first half of this year, although the export growth of foreign trade continues to remain low, the sales revenue of Guangdong clothing industry and the profit margin of the enterprise still increase to a certain extent.

In 1-5 months, 2929 clothing enterprises above Designated Size in Guangdong province achieved a total sales income of 122 billion 186 million yuan, an increase of 8.04% over the same period last year, and realized a total profit of 55.02 billion yuan, up 21.23% over the same period last year.

At present, the garment industry in Guangdong is in the strategic development stage from "quantitative change" to "qualitative change". Under the industry, the industry is trying to explore breakthroughs and upgrading models of innovation driven and intensive development.

Differentiated competition strategy of local clothing brands

"Today's market competition is not only reflected in price competition and product competition, but also in brand competition and business mode competition.

To compete with international fast fashion brands, local brands should pay more attention to product innovation, technological innovation and channel innovation.

Bu Xiaoqiang, vice president of Guangdong apparel and apparel industry association, said.

Bu Xiaoqiang believes that the local brand clothing enterprises have recognized the importance of innovation, no fashion design, fast shipping and more sinks channels, it is difficult to compete with the international clothing brands in the domestic market.

Take YISHION clothing, the brand of China's ten largest casual wear brand as an example.

In order to adapt to the market changes and consumer demand, YISHION has carried out a comprehensive pformation and upgrading in recent years in the aspects of design and research, equipment pformation, product quality and testing, and launched a market competition with domestic and international casual wear brands through differentiated competitive strategies.

At present, YISHION can design nearly 20000 new models every year, and each quarter can design more than 5000 new models. Every day, there will be ten new models coming out.

In order to achieve an invincible position in the fierce market competition, purity is a brand image with diverse styles and following the trend.

For the current competitive situation in the clothing market, Gao Xiaoshi, a senior industry researcher of foresight network, points out that the advantages of local casual wear brand enterprises are to understand more about the needs of local consumers, more familiar with the operation mode of the local commercial environment, a richer channel base and a broader mass base, especially the 234 line cities. The above advantages are more prominent; of course, there is still a big gap between local enterprises in terms of overall brand operation, retail management capability, supply chain efficiency and resource integration capability.

Gao Xiaoshi believes that the local enterprises that may win in the future casual wear industry may come mainly from two aspects: first, product positioning, target group positioning or channel positioning and the full differentiation of international brands; two, there are already good brand, channel foundation and management system, and conform to the competition of the industry, and actively seek new and changing companies.

Counter trend growth brings hope

The vast majority of people began to recognize the "exceptions" from Peng Liyuan, China's first lady.

The "exception" quickly became red. It not only made the public see the strength of China's local clothing brand, but also gave China's clothing (12.08, -0.14, -1.15%) brand a chance to rise.

The exception was founded in 1996 by Mao Jihong, the designer of China's local clothing brand.

After more than 10 years of development, the exceptions, with its unique brand concept and value, have gone out of the way of "exception" in the high-end clothing brand market of local women.

Mao Jihong revealed that most clothing brands spend eighty or ninety of their time and energy on visual effects such as color and style, while "exceptions" spend most of their time and energy on product tactile.

Putting tactile feeling first is different from other clothing brands.

When many local fashion brands imitates the fast fashion brands abroad, the "exception" goes out of a "slow classic" way of differentiation through unique brand concept, winning the respect of consumers at home and abroad, becoming the "exception" of Chinese clothing brands, and letting many local clothing brands see hope and opportunity.

Taking Gloria as an example, it chose to cooperate with Ali's "micro Amoy" cooperation to develop the O2O way. Through the display of active materials in nearly 100 stores, it attracts customers to scan the two-dimensional code to become the Gloria micro fans. The number of fans in the 5 days has increased by 200 thousand. In the later stage, users of O2O tools (websites, APP, WeChat, etc.) have been attracted to users, and through the "private custom" operation and maintenance mentioned above, the users have been pformed into fans of brands, so as to continue to interact with fans, so as to enhance the viscosity, and send accurate messages to users to increase the purchase rate.

At the same time, a number of local women's clothing brands in Guangzhou also revealed that orders for 2014 winter and spring 2015 increased by more than 10% year-on-year.

In addition, from YISHION, it was noted that the order volume of its 2015 spring order meeting also increased over the same period last year.

"Some local clothing brands are on the rise, which is regarded as a turning point in the industry."

Insiders revealed that, due to the timely adaptation of local garment enterprises to the market and changing strategy, the dawn of hope in the second half of the year.