China'S Clothing Market Has "Heavy Cold" Fashion Women'S Clothing Market "Hemostasis".

In recent years, China

The development of the industry, just like the stock market, is facing the risk of big shock, and the prospect is not optimistic.

Finding out the reasons, the shrinking international market, slowing domestic market growth and increasing production costs are among the main reasons for the "collective" decline of Chinese garment enterprises, which has led to the further narrowing of the profit margins of many garment enterprises, and the whole garment industry is running from a tight and severe situation.

Since the "turning point" of the market in 2012, many enterprises have seen the situation of "ice and fire".

According to the survey, the retail sales of clothing commodities of all the major retail enterprises in the country increased by 12.3% over the same period last year, 8.1 percentage points lower than that of the previous year, and the retail sales of all kinds of clothing increased by 2% over the same period last year, slowing by 2.9 percentage points over the same period last year, the slowest growth rate in the past ten years.

The latest report of Bosideng, the largest feather clothing brand in China, shows that the total number of retail outlets of its down garment business has decreased by 5053 in March 31st and nearly half of its stores in March 31, 2014.

Besides, it includes CCDD,

Hinur, GAP and other famous clothing brands have closed their retail stores on a large scale, and the total number of closed stores is as high as tens of thousands.

With such a big movement in the clothing market, we can not help but remind us of the "Lining shop closing tide" a few years ago. It is the first enterprise in the domestic sports apparel industry to suffer from "Waterloo".

In 2012, the famous sports brand

Close to a thousand stores in one year, plus China Trends (kappa), Anta, 31st degree, PEAK, XTEP and so on, the total number of outlets is over 3000, which means that sports brands are decreasing at a rate of 10 per day, and the entire clothing market is like a "bad cold", which infect each other.

We can not help asking, is the collective decline of China's clothing market really coming?

From the perspective of subdivision, fashion women's clothing market has become one of the most popular clothing categories in recent years due to the rapid development of the electricity supplier market. Almost all the women's clothing industry has fallen into a depression. But after the "electricity supplier's limelight", the fashion women's clothing brand represented by Zhuo Wei and UNIQLO as the representative has carried the banner of "counterattack" and has become the most eye-catching brand of the current "blood pfusion" performance for China's apparel industry.

Market information shows that when the epidemic spread, the famous beauty fashion women's brand trend increased, and by the end of 2015, the number of terminal stores surged to nearly 2000, becoming a "dark horse" in the industry.

From June 21st to 24 this year, Zhuo Tso held the 2016 Marketing Summit at the Yucca Hotel in Jiangmen, creating the "soft" fashionable women's clothing, and innovating the new spirit of the young fashion women with the soft, soft and flexible spirit in the product design, increasing the diversification of products, and trying to create the fashion mainstream of women in the new era.

In terms of marketing, Zhuo has opened the -NLP training course, which is led by Chen Yongan, a well-known training expert. The core concept of "three win and effective" is given to inspire the franchisee to clarify the right direction, inspire the internal motivation, and find more effective ways to achieve sales targets.

In fact, the single rough management of the Chinese women's clothing industry has long been unable to meet the needs of the market development. Therefore, the fashionable women's clothing brand represented by Zhuo Wei takes the lead in putting forward a pition strategy to fine management of the standard so as to adjust the industrial management mode and adapt to the development of the times.

As Wu Xiaoling, general manager of Zhuo's general manager, said, "the 2016 recognition is" fine management year ", which is to further cope with the changing market demand. We hope that through the intensive cultivation of the terminal, deepening the management of brand operators, and implementing the three cart strategy in close coordination with the company's" products, retail and brand ", we will ensure the steady growth.

It is understood that in order to cope with market changes, help dealers, franchisees and other partners, Zhuo and Tai by training, dispatching supervision and support terminal retail, full implementation of monitoring sales, shop competition mode and a series of initiatives to strengthen the confidence of franchisees, to achieve "stable" effect.

In fact, the outstanding performance of the market has played an example in the stylish "women's fashion market".

In addition to its outstanding performance, UNIQLO has also become a successful representative of the "rescue market" against the market, especially the video events of UNIQLO, which made fashionable women's clothing full of eyeballs and greatly enhanced the concern of UNIQLO. Of course, exposure alone is not enough to become today's UNIQLO.

According to the survey, the three quarter of the end of May 2015, UNIQLO's operating income increased by 47% over the same period, operating profit increased 55% over the same period, of which China's market performance is particularly outstanding.

In the overall downturn of the industry, UNIQLO complies with the changing trend of the domestic market, the expansion of the shopping center channels, and the adoption of cost-effective products to meet the changing trend of consumption in the Chinese market.

Collective decline is not enough to beat chicken blood, but also requires product innovation.

In view of the ups and down trend of Zhuo's and UNIQLO, the industry experts believe that this is a case in the market. "The overall market is not enough only by being outstanding and UNIQLO. In fact, the homogenization of products is the root cause of the overall decline of the entire apparel industry. Therefore, in order to get the whole industry to pick up, product innovation is the" Golden Phoenix "of the industry in addition to the basic elements of the overall economic environment.

The analyst pointed out: "speaking of product innovation, we might as well take a look at the recent" shirt effect "of fan's products. This shirt has been very popular recently. It is a typical product innovation, starting from products and creating product effects. Only in this way can we have a way out.

It is the normal performance law of the market, only innovation can change the fate of the enterprise. When the cold winter crisis comes, it actually means the existence of the pfer. If the general clothing enterprises, especially the fashion women's clothing brand can see the situation positive pformation, in the international, professional and product innovation, it is bound to go out of the valley and create greater achievements.