Apparel Industry Ups And Downs Industry Big Data Analysis 2017 Clothing Potential Shares
2016 is a year of ups and downs for the garment industry.
This year,
Garment industry
Continued downturn, revenue slump, acquisition bankruptcy, inventory backlog, personnel changes...
In the shopping mall, the position of "pet" in clothing retailing has been threatened and gradually replaced by new forms of catering, entertainment and so on.
China's real economy is undergoing pformation and upgrading, and pure entities or pure e-commerce models will be eliminated.
In order to meet the different needs of consumers, the apparel retailing industry has to make changes, such as flagship and personalization, lifestyle, new retail, collection stores, experiential shops, and local parity.
In the cold winter of clothing retailing industry, it can survive, be outstanding, and can not afford to go out.
In the past 2016, which brands have made their own personalities, the better they are? What brands have the most potential for development, and are most worthy of the introduction of shopping centers?
Clothing brand TOP50
Shopping center's attention in 2016
In the three quarter of the year, ZARA, which won the first prize, beat the other brands unsuspense, becoming the top spot of clothing brand in 2016.
The two or three place were La Natsu Bell, the local clothing brand.
Fast fashion brand UNIQLO
。
Hot air, ONLY, MJstyle, VERO MODA, SELECTED, Adidas and H&M ranked 4-10 respectively.
In addition, there are also local fashion brands such as UR, MO&Co., fashion collection store H:CONNECT and I.T, which are popular among young people.
On the whole, the casual fashion brand is still the mainstream, with 19 seats on the table, accounting for 38%.
Followed by fast fashion brands and casual fashion men and women wear brands, there are 9 seats on the list.
In addition, in the clothing brand TOP50 of 2016, mature brand attention is still high, with 45 seats, accounting for 90% of the dominant position.
The list of emerging brands accounted for only 5 seats, of which 3 were foreign brands.
It is worth noting that in the list of brands, foreign brands accounted for 42% of the total 21 seats, a lot higher than last year's 28%.
It can be seen that the strong expansion of foreign brands in recent years has made their influence on domestic consumers continue to rise, and gradually compete with domestic brands.
In addition, brands with horizontal development (multi brand group expansion) or vertical development (subdividing vertical vertical potential) will be more competitive.
In 2017, besides the north and Shenzhen, the East China and the two or three tier cities have also become the key areas for brands to expand.
Leisure / fashion fashion
Multi product line develops into expansion trend, personality tide brand becomes investment hot.
Women's wear
Note: in this list, the year is the year when foreign brands enter China, with "NEW" indicating that the brand is a new brand created and entered the mainland of China in 2013 and beyond.
A total of 19 women's clothing brands were on the list, of which 18 were mature brands, and the emerging brands were the only ones on the list, the COVEN GARDEN for Hongkong Heji International Group, which was founded in 2014.
COVEN GARDEN: beautiful garden design in secret garden
Launched by hitkey International Group in 2014, as the first high-end intellectual clothing brand, it is mainly aimed at 30-45 year old modern women.
Take rose, lace, Ginkgo biloba and leopard cat tattoo as the symbol design elements.
The store design is inspired by the secret garden and brings different visual impact.
At present, the brand has been located in Guangzhou, such as Tai Koo Hui and Beijing Chaoyang Joy City.
In recent years, in order to increase the market competitiveness, many brands have begun to expand the way of multi brand and subdivision format to locate different rich product lines to seize the market.
Such as:
Danish bestseller group: ONLY, VERO MODA, JACK & SELECTED, and 4 brands are listed on this list.
Heji International Group: Women's clothing brand [ochirly Five], [COVEN Plus], [COVEN GARDEN], men's wear brand [TRENDIANO] and children's wear series [LoveYsabel], Five Plus, COVEN GARDEN list;
La Natsu Bell: the new fast fashion UlifeStyle was launched in 2015. It has extended from single to little brand to men's wear, women's wear and children's wear.
Taiping bird clothing group: the 2008 girls' clothing brand [Lok Ting].
In addition, the tide card in 2016 has also quietly become a hot business attraction. A group of young designers who emphasize individuation and age orientation have begun to enter the public view.
Such as: positioning the youthful street fashion trend [ILOVECHOC], concentrating on the black and white fashion [odbo], creating the unique Kidult culture [CRZ] and so on.
A tidal brand is a icon, representing its brand unique style, culture, creativity, compared to other clothing retail brands, with a stronger IP attributes.
Not only in the store visual design, product design can achieve the "viral" IP pmission effect, and other brands to form a significant difference, in the fan cluster, product derivative, cross-border marketing is also more advantages.
Men and women wear
The top 9 casual / fashion men and women's wear are all mature brands.
Among them, foreign brands received high attention, with a total of 7 seats, accounting for 78%. They came from the United States, Britain, Holland, Italy, Spain and Japan.
It can be seen that more and more foreign brands enter the Chinese market, and are accepted by the Chinese people, and gradually change the Chinese consumption habits.
As for local brands, they live up to their strengths and are not able to get out.
Taiping bird: the largest multi brand fashion apparel group in China
Taiping bird is a retail oriented multi brand fashion apparel company. Its core brands are Peacebird women's wear and men's wear, new brand /Mini Peace, Material Girl /Amazing Peace.
In 2015, Taiping bird achieved a business income of 5 billion 903 million yuan, an increase of 18.09%, a net profit of 5.33 billion yuan, an increase of 23.75%.
Today (January 11, 2017), Taiping bird listed shares soared 44%, breaking through 14 billion 500 million of the market value, beating the United States costumes and becoming the largest multi brand fashion apparel group in China.
EVISU: Reclaiming China's retail rights for $40 million
From Japan, it is famous for its high quality handmade jeans and bold design style.
Since 2012, the Chinese market has been opened up. In 2016, its parent company announced that it would repurchase the retail rights and franchise rights of the Chinese market. It will speed up the upgrading of the product line and strictly manage the wholesale distributors so as to ensure that the products are exclusive.
At present, the brand's products are pforming to lifestyle, offering a wide range of products, including men's and women's jeans, T shirts, shirts, knitwear, underwear and glasses.
Men's wear
The top 4 men's clothing brands are mature brands.
Although the list is relatively small, there are statistics showing that the market value of Chinese men's clothing will reach RMB 585 billion in 2020.
China's demand for casual men's clothing is growing, requiring brands to have a rich product line to meet the dress needs of consumers on different occasions.
SELECTED: over 1000 stores
In 2008, it entered the Chinese market. Compared with the Jack&Jones style of the group, it was more formal, but it had more design sense than commercial clothes. It was mainly aimed at fashionable men aged 20-45 years old, making a rich product line with cutting-edge design, exquisite tailoring, meeting the different needs of business or leisure.
It is worth mentioning that the brand that implements the group expansion strategy has more advantages, such as SELECTED and Jack&Jones, which already have over 1000 stores.
Fast fashion
Local brands and foreign emerging brands are taking the initiative to expand.
The list of fast fashion brands accounted for 9 seats, and ranked the top, and the top ten accounted for 5 seats.
Among them, emerging brands accounted for 2 seats, respectively, from NEW LOOK and H:CONNECT.
Due to the decline in performance and frequent closes, the international fast fashion giant has shifted its focus to upgrading and pformation, multi brand strategy, and the growth rate has slowed down.
[UNIQLO] pformed into the direction of high quality clothing brand; MJstyle [H:CONNECT] experiences and upgrading with "lifestyle".
On the contrary, the development of local fast fashion and emerging fast fashion abroad is more positive, and will soon take advantage of the trend.
New Look: plans to open 500 more stores in the next 3 years
H:CONNECT:2017 plans to open 140 new stores
Hot air: expand by 10% speed per year.
100 new stores opened in MJstyle:2017
A|K: expand speed 2017 and reopen 75
Among them, 2 local fast fashion shows the intention of expanding overseas.
H:CONNECT: coffee in the tide shop.
With the close connection with Korean pop culture, the trend of zero time difference with Korea has been introduced in 1-2 weeks on average. It has expanded rapidly to 220 in China, and plans to open 140 new stores in 2017.
In 2016, the H:CONNECT H:CAF H:CAF concept flagship store was launched in the days Street shopping plaza in Longhu, Chongqing. It is the first collection shop combining K-Fashion and Korean Lifestyle in the mainland. The second shop is expected to be located in the mainland.
MJstyle: maintain the pace of 10 days in a shop expansion in counter trend
More than 3000 fashionable styles are launched in a row, and hundreds of new products are updated every week according to the customers' feedback of each shop. Now it has gradually become a cross-border brand covering clothing, home, coffee and simple meals.
The 200 layout has been successfully achieved in 2016, and 3 stores entering the Hongkong market have been well received. In 2017, it plans to expand not less than 150 stores in the whole country's cities and overseas areas (the first store to open in Japan at the beginning of the year).
Trend shop
In addition to high face value, we need to play with new retail.
Data show that over the past 2005-2016 years, the number of domestic brand collection stores has increased from 110 to 1010, with 1200 brands expected in 2017.
Combined with multiple brands, lifestyle, new retail and other kinds of play, the collection store is expected to become a new format to deal with the trend of homogenization and single retail brand declining.
There are 2 seats in the collection store. The mature brand and the emerging brand each take up one seat, namely I.T and try fitting room.
Try and fitting room: the United States suffocated and integrated Tmall's 100 hot brands.
The new brand [trial / fitting room] was founded in 2015, with the "new retail" mode on the offline offline, which is the main line of original designer brand.
In the experience space, there are 11 private dressing rooms with different theme styles. Customers can take the self timer, walk show and see the exhibition in the store, and get 1 to 1 professional image guidance.
At present, Hangzhou and Yangtze River Delta region are mainly developed.
Sportswear
The market potential of women's sports brand is huge.
The top 3 brands of sportswear brands are all mature foreign brands, and the 3 brands will take greater China as their second largest market, and actively expand in Hua men shop.
In the overall sports apparel market, women's sportswear is the fastest growing and most significant.
But at present, the variety and style of women sports products account for only 30%-35% of the total sports brand products, and the market potential is huge.
The top 3 brands entered the women's sports market in 2014, launching women's product lines or opening women's stores.
Adidas: opening 3000 stores in 5 years
The world's largest flagship store opened in December 2016.
Implement the new retail design concept, pay attention to "sense of movement", and create a consumption experience through "technology + customization + lifestyle".
In the future, this design style will be applied to other stores all over the world and make corresponding adjustments according to the different cities.
In the next 5 years, Adidas will open 3000 stores on the basis of 9000 stores in China.
Under Armour: trying to challenge Nike's market position
For the high-end functional sports brand in the United States, with the "NBA first person" Curie as the image spokesman of UA, the brand has quickly opened its fame in China.
Since its entry into China in 2011, it has begun to expand the intention of the two or three line cities from the main expansion of the north to the Guangzhou Shenzhen.
In August 2014, the sales of sports brand Under Armour Andrea increased 20% to $1 billion 200 million, surpassing Adidas for the first time and becoming the second sports brand in the US.
The sales figures of US $1 billion 200 million are far less than that of Nike's $8 billion 900 million in the same period, but the growth rate of Under Armour in the past three years is two times that of Nike.
At present, sports brands are the three pillars of Nike, Under Armour and Adidas.
Children's wear
The one-stop experiential platform for pregnant and infant children is a major trend
There are 2 seats on the children's wear brand, and the mature brand and the emerging brand occupy one seat each.
In recent years, the scale of children's wear in China has been expanding and maintaining a relatively high growth rate.
In 2015, the size of children's clothing market in China reached 1372 billion yuan, and the growth rate reached 8%. With the opening of the second child and the upgrading of consumption, it is estimated that the market size will exceed 150 billion by 2017.
The one-stop experiential platform will be the trend of future development.
FolliFollie
It was born in Milan in 1970 and entered Italy in China in 2015.
A new concept of "family ecology" is put forward. It will involve children's clothing, children's clothing, children's retail, children's home, home textiles and so on.
Business attire / home wear / underwear
Market segmentation brand pays more attention to deep tillage in vertical field
There are 2 seats on this type of clothing brand: G2000 and 6IXTY 8IGHT.
The common characteristics of these two brands are deep tillage in subdividing vertical fields, thus helping brands achieve differentiation in the competitive market.
6IXTY 8IGHT: following the 2 and 3 quarter clothing list, list again.
The differentiated positioning of girls' routes, the fast fashion management mode, the development of category from casual wear to casual wear, enable the brand to break through in the underwear market and get the continuous attention of shopping centers.
The brand is currently concentrated in the second tier cities to expand stores.
It is worth mentioning that it is estimated that the retail value of Chinese women's underwear market will reach US $25 billion in 2017, which is 2 times the value of the underwear market in the United States.
It will grow to $33 billion in 2020.
Sports brands such as sports underwear, girl underwear and so on are expected to emerge and divide up the Chinese women's underwear market.
Feature summary
2016 shopping center pays attention to clothing brand list TOP50
1. mature brands occupy absolute advantage, emerging brands only have 5 seats on the list.
Compared with other formats, clothing has a longer period of brand cultivation, and the market is still dominated by mature high-quality clothing brands. The proportion of mature high-quality brands in the list is 90%.
Emerging power mainly depends on the introduction of foreign brands.
In addition, the advantage of the collection store is becoming more and more obvious. The upgrading of multiple collections of single brands and the launching of multi brand stores will also become the future innovation force of the clothing market.
2. strong momentum of Internet brand development
The "new retail" mode under the Internet brings the operation mode of data, process and intelligence based on the Internet platform. The clothing format has very large background resources and operational space. The future Internet apparel brand will become an important field of emerging brands, and the speed of development will be strong.
3. the tide of personality is popular among young people.
The emphasis on personalized youthful brand and designer brand has attracted the attention of shopping centers. Especially in recent two years, the star tide brand and the new wave of foreign brands entering China have attracted much attention.
4. foreign brands gradually compete with domestic brands.
The number of brands at home and abroad is 3:2, and more and more foreign brands have entered the Chinese market, which has gradually increased the impact on Chinese consumers' aesthetic and consumption habits.
Domestic brands are full of opportunities and challenges.
5. front-line cities are the battleground of brands. The future East China and two or three tier cities deserve attention.
In the list, 84% of the clothing brands have strong wishes for the whole country, and the first tier cities are the brand competition, but the capacity is limited, and the brands seek more room for development.
In 2017, the two or three cities in East China and the key provincial capital cities in Northeast China will become the hot spots of clothing brand development.
More interesting reports, please pay attention to the world clothing shoes and hats net.
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