Chaos In China'S Clothing Brand: Structural Imbalance

Through the observation of the Chinese clothing market for many years, the author finds that the symptoms of sports, leisure, men's wear, women's clothes, down clothes and children's clothing are extremely fit for the disorder of clothing. It is understandable that the current local retail market downturn is understandable. The problem of this kind of downturn is the structural imbalance of the garment industry, and our brand enterprises must feel painful and really brave to change their own brand future.

1, sports brand: sports brand performance has not yet fallen to a low level. Before the Beijing Olympic Games, the sports brand is still tortured. The domestic sports brand represented by Lining is still struggling and struggling. We must return to the brand spirit of sports and grasp the functional appeal of core products.

Although ADI, Nike and so on, despite the pain and the sinking of channels, China's market is not smooth.

2, leisure brand: at the beginning of ninety, when the national suit and jacket were dressed in early ninety, the leisure brand represented by Hongkong brand Giordano was sneaked into the domestic market by Guangdong, and the brand store form, especially the black and white grey and simple life, led the domestic fashion trend, and led the domestic leisure brand represented by Metersbonwe to grow and surpass rapidly. Especially after 2000, the leisure brand has been popular for several years. However, with the rapid development of foreign brands such as Zara, H&M and UNIQLO, the domestic leisure brands are fading away and the market performance is losing.

3, men's wear: from a brand free green military uniform era to a formal dress represented by YOUNGOR and Shanshan, to the commercial men's clothing represented by seven wolves, and then to the popular Korean Style Men's clothing with GXG as the representative.

These changes have lasted for only twenty or thirty years, and they have been leading the way for 35 years.

Where is the way of men's wear brand? In fact, the market predicament of leisure and sports brands has already been reflected in men's clothing. Innovation and change are the main theme of future men's clothing getting out of trouble.

4, women's wear: with the further segmentation of consumers, the development of Chinese women's wear brands will usher in an unprecedented development opportunity.

With Akimizu Ito and Jiangnan Buyi as the representative of Hangzhou women's clothing, represented by Ou Shi Li and Mass Phil, Shenzhen women's clothing has sprung up and gained a certain position in the market.

But it is a pity that nowadays Chinese women's clothing rarely leads the brand in the north and south of the river. It is only the international fast fashion brand ZARA, ONL Y, H&M, clothing and love, etc., that the layout of the country is becoming more and more intense.

However, the brand of national independent women's clothing is greatly affected by market segmentation (product segmentation, channel segmentation), design strength and business mode, lacking strong leadership brand, and the overall product style is convergent.

5, down jacket: early bird flu makes raw material prices so high that the operators of the down industry really pinch their sweat.

Down jacket as a category can make an industry bigger. It is indeed a miracle in China. The basic export of feather down is the main product before and after 80s. The development of Chinese feather and down brands is only twenty or thirty years. But the down industry represented by Bosideng is thrived in the category of down and down products. The Bosideng down brand cluster can get a long lead in sales for more than 10 consecutive years.

Or personalization.

Even some enterprises try to go hand in hand in the direction of home textiles, Four Seasons Women's wear, men's wear and children's wear, and also emerge new rising feather brands such as Eral and temple.

But with the influence of the four seasons brand feather and down category enhancement, the international high-end feather and down brand entering, seasonal, changeable climate, single category (explosion Fund), channel tradition, business mode, weak design, backward team management and so on, the size of China's down garment brand can still wait and see!

6.

It is said that children's clothing is the last big cake in the development of Chinese clothing. It has become the focus of competition in the industry.

Today, sports, leisure, men's wear, women's wear, down garments, luxury goods and so on have all set foot in children's clothing. It seems that children's wear has become a gold mine, treasure bottles, and children's wear can earn a lot of money. Is that really true? The taste of the clothing brand is estimated to have its own experience. The brand operation of adult clothing and the brand of children's wear are still different. It is not difficult to find that children's brands are separated in the region or are separated from each other.

They are familiar with Barbara, little pig, and so on.

Especially in the second tier market or foreign children's clothing brand.

7, the future: any brand should seriously study how to meet the market demand of consumers, from the original top-down production planning orientation to the bottom-up market demand oriented pformation of the whole value chain recombing and building.

The future is the stage of shuffling. It is the stage of upgrading and upgrading. It is the stage of integrating the international market. It is the stage of gradual fashion integration. It is the stage of brand segmentation. It is the stage of customization.