Is China's Clothing Consumption Market Shrinking?

-18.54%, -11.41%, -18.41%, this is LAN Zi Shares, Youngor , Wedding bird In the quarterly reports of listed companies, the number of revenue dropped year-on-year. According to the 2015 annual report of all the listed companies in the A share textile and garment sector and the quarterly report in 2016, the overwhelming majority of the brand clothing companies' revenue decreased to varying degrees. Industry data further showed that in the first quarter of 2016, the retail sales of clothing commodities of hundreds of major retail enterprises in the whole country decreased by 5.1% compared to the same period last year, and the growth rate was 9 percentage points lower than that in the same period in 2015. Is China's clothing consumption market shrinking?

According to the latest industry research report, the scale of China's clothing market reached 1 trillion and 400 billion yuan in 2015, and it will maintain an annual growth rate of 14.2% in 2015-2020 years. But there has been a significant change in the growth of the apparel industry, that is, the compound annual growth rate of designer brands has begun to exceed the growth of luxury brands and fast fashion brands. From 2015 to 2020, the composite annual growth rate of designer brands will reach 26%, much higher than that of luxury brands and fast fashion brands. From this we can see that China's clothing market is still growing, but people's demand for clothing is changing, from practical and flaunt to the pursuit of aesthetic and spiritual connotation. This is the best time for Chinese designer brands, but it is also the "worst of times".

With the upgrading of Chinese consumption, more and more middle income groups, consumers and young generation, have begun to pursue personalized fashion and pursue clothing brands with brand characteristics, quality assurance and moderate price. In the face of this outbreak market, how can Chinese designer brand balance between maintaining style and improving design quantity, pursuing individuality and increasing coverage? How to get more consumers' long-term pursuits in a fast consumption era? This has become an unavoidable issue for the rise of Chinese designer brands.

Among the Chinese designer brands, Jiangnan Buyi is an early enlightenment and pioneer. In the mid 90s of last century, the founder and design team of Jiangnan cloth dress started in Hangzhou, and founded on the design concept of "Just Naturally Be Yourself", the women's clothing brand JNBY of Jiangnan Buyi. In the recent 20 years of development, Jiangnan cloth clothing has been maintaining the brand of Chinese women's clothing with high recognition in the eyes of consumers, and has also been in the leading position of sales in the Chinese designer's brand market. Especially in the past three years of great changes in China's clothing market, it is understood that the number of VIP members, the number of active members and the number of fans on WeChat platform have reached a high growth rate. How did the cloth in the south of the Yangtze River break the bottleneck of the development of Chinese designer brand while maintaining the high stickiness of customers, and achieved rapid growth?

"With better design and better life as the core concept, we should design, lead and cultivate the fun of fans, and create the ecological circle of designer brand." This is an important reason for the market recognition of Jiangnan cloth clothing. From 1998, we launched the women's clothing brand JNBY, to 2005, from the designer's team's innovative men's wear brand sketches, and then to the 2011 2011 brand JNBY by JNBY for the 3~10 year old children and the development of the brand Less for women in the workplace. The four designer brands that have been successfully hatched and operated by Jiangnan Buyi are not simply catered to the market, but are born and nurtured in the development of JNBY's women's clothing brand.

In 2005, after years of women's wear design, Jiangnan cloth designer team produced a more innovative design impulse, resulting in the sketch brand. This brand created a new style of Chinese men's wear market, and gradually gained the recognition of the market, and gradually increased to nearly 20% share in Jiangnan cloth sales. The children's clothing brand JNBY by JNBY, born in 2011, is the founder of Jiangnan cloth dress. After the birth of her child, she realized that many followers of JNBY women's clothing brands have also entered the life stage of child rearing, and this generation of young parents will continue to wear their dressing style on their children. Jiangnan Buyi children's wear brand has been recognized by the market since 2011. The JNBY by JNBY has become the fastest growing brand in the south of the Yangtze River in 2015.

As a designer brand, Jiangnan cloth clothing, based on its high recognition, transformed the original consumers into fans, and further extended the brand. The ecosystem of Jiangnan Buyi is actually following a simple logic: JNBY the first female consumers will get married and have children. The emergence of the other half and children will lead to the demand for men's clothing and children's clothing. The recognition of the idea of "better design and better life" will create more demands for fans, not only the taste and fun of dressing, but also the demand for their home, furniture and furniture. In the construction of this brand centered eco circle, many designers can provide differentiated brand products in parallel, leading and creating new trends. For example, men's clothing brand, male customers in addition to the initial impact of women's clothing JNBY, will also generate new customer base. The new fans driven by each sub brand in the ecosystem will be converted to consumers of other sub brands to a certain extent.

For Chinese designer brand, consumers have brought huge market opportunities for the change of clothing brand demand. In the successful commercialization and industrialization operation of designer brand, it is necessary to build ecological circle and need more exploration and innovation, so that this era can truly become the best era of Chinese designer brand.