The Beginning Of The Rise Of New Consumer Groups -- The Rise Of Local Clothing Brands

Cheng Weixiong, a professional, believes that the clothing industry is facing five pformations: clothing counterfeit.

The distance is the beginning of the rise of the new consumer groups, and the rise of the local clothing brand.

Native place

The downturn is normal. This is the reshuffle and upgrading of the industrial structure. In this wave of reshuffle and structural adjustment, if the market needs to meet the needs of development, the pformation of enterprises will also go into orbit.

Conversely, it is eliminated or marginalized.

Producer pformation

Production enterprises have great difficulties, small and small pains. In recent years, most production enterprises are in a painful struggle, and there are many news reports of bankruptcy and bankruptcy. In the process of rising costs, there are many ways to pform production enterprises.

1, production equipment automation and semi automation are improving.

2, pay attention to whole category production to focus single product production.

3, move from high cost area to low cost area.

4, do brand or authorized brand management;

5, turn the whole into parts, from big to small.

6, pfer to foreign countries;

Brand pformation

Most of the brand business is the production oriented enterprises or wholesalers from the pformation, brand management is relatively extensive, brand is just a symbol, most products homogenization, resulting in consumer experience convergence.

Fujian men's clothing group, seven wolves, nine Mu Wang, Li Lang and other men's clothing brand as the representative;

Fujian sports brand group, Anta, XTEP,

Guangdong clothing group (Shenzhen, Guangzhou): in recent years, the rise of Guangdong clothing brands, such as song and Si, can see the obvious advantages of industrial clusters.

Wenzhou casual wear group, represented by American Apparel and Semir costumes.

Hangzhou women's clothing group has Jiangnan Buyi, potting, red sleeves, tri colored and so on.

Jiangsu men's clothing group, Hai Lan's home, red bean and other men's clothing as the representative;

Retailer pformation

Value driven has become the goal direction of channel merchants and brands. However, based on the current market diversity and regional waterfall gradation, the existence of more kinds of stores runs through the old inertia management thinking of wholesale, distribution, franchising and so on. The retailer's pformation is very different. It has not really grasped the strong correlation between the three brands, products and consumers, and many links in the middle have not really been cut off because of the original interest entanglement. So the retail situation is now urgent, but it is often just a retail symbol. The upgrading of internal operation efficiency is still so far away. At present, there is no retail or retail brand in the local market.

Channel business pformation

In the decline, the pformation of the internal drive has been formed, but the crisis is not strong, the sense of urgency of pformation is not strong, there are still opportunities for survival, and there is no end to the integration market. As the market evolution process over the past 30 years, the integration of European and American markets, Korea, Japan, Taiwan and Hong Kong market has not been completed. However, in the second tier market, this change has been gradually completed. This is the ultimate goal of the future channel providers. Therefore, it can be understood that the impact of foreign brands entering China's second tier market on local brands and local channels is destructive. No matter whether shopping centres, shopping centers or wholesale markets are still operating in an inherent mode, business downturn will be sooner or later. General agent and general distributor

Consumer pformation

With the change of lifestyle and the innovation of the new generation, the consumption scene has generated many business opportunities. The gradual withdrawal or marginalization of the traditional brands that occupy the commanding heights of consumption is also a very normal iteration. We should not blindly retain, but should follow the needs and drift with the tide. We should improve our original mindset to make the best brand, do fine and do the real brand, rather than just the original brand of the product symbol. The departure of the fake brand is the beginning of the rise of the new consumer group and the rising of the local brand.