Casual Wear Of CHIC2015: The Possibility Of Casual Wear

The business reputation of a professional field often comes from a number of representative companies: This is just like when we mention air conditioning, we immediately jump out of GREE; when we mention computers, we think of the Lenovo demeanor it represents; when we talk about mobile phones, we immediately think of millet.

When we mention the casual wear brand, which can truly become a commercial symbol, representing the discourse ability of China's casual wear industry?

This will be the answer to professional exhibitions in the field of clothing.

In particular, over the past 20 years, the CHIC exhibition, which is constantly growing and growing with China's clothing industry, has the most say.

Competition is becoming increasingly fierce.

Like Tonlion, Smith Barney, Semir, YISHION and so on, this group of casual wear brands rising in the late 90s of last century is still active in the field of casual wear today.

These brands compete not only with the "Giordano", "JEANSWEST", "burger lion" and "Baleno" that they entered the domestic market earlier, but also compete with the high-end local fashion casual wear brands represented by the late "Mark Ed Faye" and "CABBEEN".

Almost all of these brands have not missed the CHIC exhibition.

Nowadays, the intensity of competition is far from being as simple as imagined. As people's mindset and lifestyle gradually change, some formal brands and sports brands are developing leisure wear fields. Therefore, the expansion speed and momentum of foreign fashion, casual wear, uniforms, C&A, H&M and Zara in Chinese market are unprecedented, and the competition of the domestic casual wear market, which is not calm, is becoming more and more intense.

This situation made Yang Xun, chairman of JEANSWEST International (Hongkong) Limited, unexpectedly. When he opened his first JEANSWEST store in Shanghai in 1993, many people in the mainland still couldn't understand the concept of "casual wear".

In the past more than 20 years, it has been fighting with nearly 2000 kinds of leisure brands.

To this phenomenon, Zhou Jianping, the head of Hai Lan group, who seems to be more excited, publicly called "UNIQLO" and "UNIQLO" at an investment meeting.

There is another phenomenon that can not be ignored. Every year, the overseas exhibition hall of the CHIC exhibition is constantly expanding, showing the desire of foreign brands for the Chinese market.

Fast fashion brands, which are subdivided from casual wear, are also coming in. For example, Cache Cache, the brand of CHIC, has been celebrating its great success in the fast fashion market of China in March this year at CHIC2014.

In the next few years, efforts should be made to expand the number of brands in China and expand the two brands of Bonobo and Morgan.

At the same time, the group also expects to invest in multi brand stores and develop e-business strategies based on distribution cooperation mode, which always allows distributors to make profits.

He Bin, the head of the local fast fashion brand "MJStyle", said: "

Is a very professional clothing category.

We value the great influence and trend of CHIC very much, so this time we came here with great sincerity. We hope that through this exhibition, we will push the MJStyle brand to the whole country and enhance the popularity of the brand in the industry.

Contraction or expansion

Despite the increasing competition for casual wear, rising costs make it difficult for the industry to fight for price war.

Many leisure wear enterprises adjust their strategic stability instead of expanding blindly.

"As long as we dare to set up shop before, the performance is good, now the enterprise has become very cautious, especially the problem of opening shop."

Mr. Li, a multi-year acting casual wear brand, said that the garment industry has entered a new stage after its rapid growth, from barbarism to intensive cultivation.

"There will be moderate growth in the clothing industry in 2014, and there will be no big increase for every enterprise. It will be very difficult to see 30%~50% growth at any time as before."

From the end of 2012, Zhou Chengjian put forward the goal of "return" in the United States and the Republic of China. Instead of developing new brands horizontally from 2013, it focused on existing brands and highlighted differences.

In recent years, Zhou Chengjian, chairman of the state fair, is busy running around the country and personally supervising the opening of new stores.

For Zhou Chengjian, the establishment of a new image store and upgrading of existing stores may be the primary breakthrough for business strategy adjustment.

He Bin, who is expanding rapidly this year, thinks fast.

Women's clothing is rising very fast in China, but fast fashion is just a popular mode nowadays. It doesn't mean that the fast fashion brand can develop well. The most important thing is to explore the brand characteristics in the fast fashion mode, identify the location and differentiate competition. Therefore, the quality and design of the product itself is very important, and it is the most important core competitiveness of the fast fashion brand.

Bomar Noua Group China head said that the success of Cache Cache in China was due to the implementation of a China centric business model, an affinity brand proposition and a strong local partner mode.

Investment and international management from France, in the design and manufacturing aspects, through the continuous communication between Chinese and French related teams, combined with the essence of the two countries' design and product technology, the Chinese local team is responsible for the completion.

Nowadays, the brand has set up more than 870 stores nationwide, and the number of shops in China is more than 1000 by the end of this year.

Shop or shop, casual wear enterprises, regardless of size, still need to pulse the market.

Because the change of people's lifestyle is a major factor affecting clothing culture, and it is also the driving force of market demand segmentation and brand operation mode adjustment. At this time, the clothing market is pforming from "consumer design" to "consumer lifestyle design".

Play the "sharp knife effect"

Although China's casual wear has experienced negative performance in recent years, such as shrinking channels, declining profits, weak sales growth and backlog, some media lamented that "the day of casual wear brands is not good!" forcing Chinese casual wear enterprises to rethink their positioning and look for a differentiated market prospect.

According to the analysis report of consumption demand and investment forecast of China casual wear industry in 2013~2017, the market scale of leisure wear industry in China is 800 billion yuan, and the larger market scale proves that the demand for casual wear is large.

Gao Xiaoshi, a senior industry researcher, said that from a certain point of view, the short-term adjustment or pressure of local enterprises is still there, but the demand of the industry itself is still in a stage of rapid growth. After this round of adjustment, the supply and demand structure of the industry will be healthier.

Among them, multi brand strategy has become the preferred pformation mode for many Chinese casual wear brands.

Ningbo Bo Yang Clothing Co., Ltd. is no exception.

Xiang Jiangpeng, deputy general manager of the company, said that the multi brand strategy of Bo Yang clothing started 10 years ago. At present, it has 6 clothing brands and a home clothing brand.

In Xiang Jiangpeng's view, unlike the multi brand strategy guided by the expansion of market space, it is equally important to promote the healthy development of multi brand strategy and to determine the market demand and talent accumulation.

And the brand of fruit shell in Bo Yang's home clothes is one of the more successful projects in recent years.

"The shell was originally an idea and creativity of our young designers. After the relevant business assessment, the company expressed support for the designer's ideas.

The location of the shell is very precise, aiming at young and fresh young artists.

At present, sales are still dominated by online platforms, and sales in the first year have reached about 20 million yuan.

Xiang Jiangpeng believes that casual wear in the two or three line market still has great room for development, but if the enterprise wants to grasp this opportunity, it must change its broad position in the past.

By subdividing the store category and market, we can further study and grasp the individual needs of the consumer market in order to achieve the "sharp knife effect" of the leisure wear brand in the future development.

The maturity of the market has its process, and the expansion of business needs an opportunity.

At present, the clothing brand of Bo Yang clothing focuses on different consumer groups.

Tonlion's positioning is fashion casual wear; the fun is young fashion women's shoes; 33 Layer is targeted at high-end customized crowd; and de Ma Na and F4 focus on fashion women's wear and fashion men's clothing.

Yang said that JEANSWEST's competitors are customers.

What does customer demand? What does JEANSWEST insist on or optimize?

JEANSWEST has gone a different way.

For many years, JEANSWEST has been insisting on direct marketing. Although it is pursuing popular culture quickly, it does not seek celebrity endorsement brands. It has influenced more young and fashionable consumers by organizing a series of activities advocating free and leisure activities, designing competitions and entertainment marketing events.

Include Phil, J-ONE, Quiksilver and other new members, and constantly expand their "leisure kingdom".

In addition, the fine management of the brand will help solve the problem of high storage in the leisure wear industry.

Opening market resources integration

Some people say that the fate of Chinese clothing is not in the hands of those giants, who is more innovative, who is the ultimate winner.

At home and abroad, CHIC, a gathering of professionals, can capture new industry trends.

Take the Shishi sportswear represented by Min faction, CHIC, who once held a group to take part in the exhibition as an example.

From "China's leisure clothing city" to "national textile model industry cluster" and then to "China's clothing industry demonstration cluster", "China's leisure fabric capital" and "China's garment accessories industry base" evolution and evolution, it has become the number of garment industry gathering places with the most industrial chain in China. It is trying to create "Oriental Milan" in the name of creativity.

Changshu, which has been praised as "clothes to be under the world", has released China's first men's wear index this year, including casual clothes.

In recent years, Shaxi has built up the "China T-shirt city" and "China National Costume Exhibition Center" relying on industrial advantages. It has spread the concept of leisure culture and casual wear through the Shaxi casual wear industry.

Of course, there are more than one famous leisure wear town in China, but they are integrating resources and seeking new markets.

As Wang Qin, executive director of Gage (China) weaving & Dyeing Co. Ltd., said, both brand operation companies and OEM manufacturers need "self revolution".

For example, American Apparel and Semir clothing have already begun to prepare or have begun to promote the Internet O2O mode.

In addition, Semir clothing is the acquisition of Yu Han Shanghai equity, to enter the children's education and training market.

As a leading brand in the industry, we can solve the immediate problems through expansion in other fields.

But for many Chinese local casual wear brands, they can not avoid their weaknesses.

Referring to the current brand positioning of Tonlion, Xiang Jiang Peng said: "Tonlion as a whole can be included in the category of fast fashion.

Tonlion has changed its original production mode to shorten the production cycle to a few months.

In the fast fashion, it has become the pformation choice of many local casual wear brands.

"I understand the fast fashion, that is, the brand will take the fastest fashion to fashion the current fashion.