Analysis Of Competition Pattern Of Casual Wear Market

1. regional concentration

　　 clothing Industry is one of the most prominent industries in various industries in China, and has obvious cluster characteristics. The clothing industry cluster is mainly distributed in the Pearl River Delta, Yangtze River Delta, Bohai rim and southeast coastal areas. At present, there are nearly 50 garment industrial clusters characterized by product classification in the whole country, and the output of industrial clusters accounts for more than 70% of the total clothing output of the whole country. Guangdong, Zhejiang, Jiangsu, Shandong and Fujian are major producers of clothing, and the five provinces account for 80% of the total clothing output of the country. Henan, Jiangxi, Hunan and other provinces garment industry has also been developing rapidly in recent years. By optimizing the allocation of resources, industrial clusters have realized the regional scale effect of cost saving. The "clustering" of clothing industry has played a positive role in guiding enterprises to change their operation mode and mode of production.

Chinese Casual Wear The enterprise has already gone through the stage of playing with the region. Several important leisure clothing industry gathering areas have already formed their respective positioning and development characteristics. For example, Shaxi, Guangdong, is committed to building the regional brand of China's casual clothing trend and the Chinese casual fashion standard. Fujian Shishi is committed to building a famous Chinese brand of Fujian casual wear; Jiangsu Hai Yu is committed to building a commercial aircraft carrier for casual wear; Zhejiang Yueqing is committed to building a leisure clothing manufacturing, sales and R & D center with international competitive advantages.

Fast rhythm Group Co., Ltd. is located in Jinjiang, Fujian. It is located in the northwestern part of Shishi, where the leisure clothing industry cluster is located in Fujian Province. The distance between the two cities is about 20 kilometers. The company has the advantage of convenient geographical location to facilitate the procurement of raw materials and to receive hotspots in the casual clothing industry faster.

　 2. brand concentration

From the perspective of market size and growth rate, leisure wear market has broad development space. China's casual wear market is relatively late, with low maturity and fierce competition. brand A large number of market concentration is relatively low. At present, the industry shows a tendency to concentrate on the dominant casual wear brands.

China's leisure apparel industry has a total of US state clothing, Semir costumes, and search for three listed companies. As the industry leader of domestic casual wear brand, Smith Barney has always been in the leading position. The advantage of Semir clothing lies in the long-term accumulation of channel resources and the expansion ability of franchising as well as the first mover advantage in children's clothing business. In addition, the company has strong control over cost and cost, so it is at the industry leading level in terms of net profit margin. Search is especially the domestic three or four line market youth leisure clothing leading enterprise. The company focuses on the "frontline front" brand, focusing on the three or four line market, with clear positioning and cost-effective performance, outstanding cost advantages, obvious differences with other casual apparel brands, and fully mobilizing the enthusiasm of franchisees in the channel, with strong franchisee profitability and rapid channel expansion.

Casual wear can be worn more frequently, with a wide range of ages and larger market capacity. There are a large number of fashion and leisure apparel categories, especially women's casual wear gradually becoming diversified, popular, product life cycle is becoming shorter and shorter, and the demand for supply chain is also higher and higher. At present, the market concentration of the industry is very low, and the share of the US market in the domestic market share is only 4.43%.

The leisure apparel industry of fast-paced Group Co., Ltd. is still in its infancy. Compared with the United States, Semir, and Semir, the market share of casual wear is relatively low. In 2011, the turnover of casual wear was 187 million yuan, accounting for 0.08% of the total market. Since 2010, the fast-paced group has adjusted the proportion of casual shoes and casual wear. Future Ltd will vigorously develop leisure clothing products, because the industry market concentration is very low, and the market space is huge, providing a good development opportunity for the company's brand and market development.

Fast rhythm Group Co., Ltd. is the main FAST leisure wear brand. The target consumer group of the company is a 16-35 year old urban consumer group. The products are mainly urban leisure products, the price of products is between 200-400 yuan, and the 1234 cities of the terminal channel are evenly distributed. Compared with other casual wear brands, FAST brand target consumer groups are more extensive, product segmentation is more detailed, price is in the mid-level level, terminal channel quantity is relatively insufficient, and marketing channel expansion is also the main direction of fast paced group's future development.