When The Domestic "Tall" Encountered Foreign Real "Tall".

Domestic women's clothing "tall" embarrassed encounter foreign "tall"

Compared with men's clothing, domestic Women's clothing industry The number of brands is large, the size of women's clothing enterprises is generally small, and the number of enterprises with annual sales exceeding 1 billion yuan is limited. The annual sales volume of many women's Wear Companies lingers between 400 million yuan and ~8 billion yuan.

But compared with the extensive expansion of men's clothing brand that has generally advocated fast horse race enclosure, over the years, this kind of women's clothing brand positioning is relatively high-end, with a more emphasis on design sense, relatively fine operation, relatively high channel efficiency and better profitability, with a net interest rate of 10%~30%. So there is such a phenomenon. Women's wear The company's annual sales volume is five hundred million or six hundred million yuan, but the net profit is high, and the days are quite moist.

Vigna S is a typical representative of these brands. But it is quite interesting that if reporters do not say that, many consumers believe that V GRASS and Vigna S are basically not linked to the two, it is even more unexpected that it comes from Nanjing. And this kind of "big tall" English name and brand identity is easy to cause dislocation, this is a subtle embarrassment.

They have a certain strength, and this kind of subtlety. brand The benefits of identity make such brands look like a duck to water in the previous market.

But in the past two or three years, their good days have been hit. First there are international top brands such as Chanel, LV, Dior and Bai Baoli to accelerate the layout of the Chinese market, and then there are global parity fast fashion brands such as UNIQLO, GAP, ZARA, H&M and so on have speeded up the beachfront and the major provincial capitals.

These "big kids" are all "stunt" and have obvious advantages in capital, talent and design. They have a complete set of business models for commodity planning, design, production and retail. They not only spread the net widely in the first tier cities, but even UNIQLO even opened their stores to the Hualian Commercial community store in Beijing, and speeded up the sinking of the channel, even the two or three line cities, and quickly expanded the retail network in the whole Chinese market.

This is undoubtedly like a "sharp edge" to the domestic women's clothing market, especially for a group of "tall" and "international fan". brand The most direct reflection is the serious decline in performance and even loss.

From Vigna S's prospectus, we can see that in addition to the "brakes" like expansion of shops in 2012 and 2013, the decline in sales performance does not seem to exist. But the data of Baozi and Liang Zi, which are much more powerful than before, are "naked" lying there.

Baozhong international business in the mid 2014 fell 10.3% year-on-year, and net profit dropped by 60.7% compared to the same period last year. The stock in the first three quarters of this year fell 11.77%, and net profit dropped by 58.38% compared to the same period last year. In the three quarter, the net profit of single quarter actually appeared -912 million yuan loss. As for Baozi and Langer, the real impact of vicknas can be imagined.

Obviously, it is embarrassing to take the continuous downturn of the consumer market as the main excuse for the sharp decline in performance. Similarly, in the first half of August 31, 2014, the international brand business of I.T group in Hongkong increased by 13.5% compared with the same period in the mainland market.

This can not help but make people wonder, what is the so-called "tall" treasure?

In fact, it may not be what happened to baozi, but the faithful fans that they once were becoming rational. They gradually began to understand and began to see the subtle identity of the so-called "tall and high". Instead of spending 3000 yuan on a treasure, it would be better to spend 6000 yuan on a Prada.

In addition, they will also feel that the ZARA parity sign is not bad, and that the flagship store of Tmall mall will have its own fun.

Gradually, enterprises realized that when the so-called "lofty upper" which was once boundless glory became a subtle embarrassment, only efforts to seek change.

For the group, it began buying Korea. Children's clothing enterprises Aka bang, the "gold rush" hot children's clothing market. On the other hand, its development strategy in the next 3~5 years is to extend the positioning of the middle and high-end women's clothing to the field of mass fashion, and turn the two brands of Rhine and Marian Mary into a more popular style.

For Wenger, the most urgent task is to rush to the capital market first, so as to get enough money to rush to do what we want to do. Design Level.

Another reporter speculated that the next step may be "gold rush" children's clothing.

International giants are flocking in, and Internet business enterprises are "like wolves and tigers". This is an unprecedented and lively Chinese retail market. Under such circumstances, the tricks of "empty head and brain" have gradually become vulnerable. Only by steadfastly practicing internal strength, practicing outside style, and constantly accumulating experience of "competition", do we know the general trend and move with the momentum is the way to win the throne.