How Can Fashion Enterprises In The New Era Seize Market Positions?

The fashion industry is leading the upgrading of consumption, while the demand of fashionable consumer goods is rising in the younger generation of consumer groups. It is emphasized that the fashionable products of individuation and independence become one of the characteristics of the new generation of consumers expressing their way of life and value.

According to Bain's 2018 China luxury market research, mainland China in 2018 luxury goods market The growth rate has reached 20%, far exceeding that of foreign markets, among which young consumers have become the main driving force for the growth of luxury goods market.

Last year, the joint venture between luxury brand LV and street wave brand Supreme launched a cross-border cooperation fever. This year, Wangwang joined hands with Shanghai designer clothing brand Taka Sha TYAKASHA to launch a series of joint names. Fashion Commodities, old mama's presumption of making clothes, Kentucky Fried Chicken and NIGO came out of the street clothing capsule series, and received strong response from consumers, all of which caused a panic buying rush. In order to seize the new generation of consumer market, many brands have launched joint name and cross-border cooperation, from luxury goods to daily necessities to food, without any need to do more, to inject more fashion elements into the mass consumer goods, and successfully capture the hearts of the new generation of consumers.

In the face of the huge fashion industry, clothing brands have invested heavily in clothing and apparel business, digging up the biggest value of fashion, searching for special, XTEP and so on.

In November 9th, the search Limited by Share Ltd group (short search: search special) proposed the use of RMB 409 million yuan to expand the "optimization of fashion industry supply chain management project" investment. This fund was originally used to search for the "fashion industry supply chain management project" and the "fashion industry brand management project", because it has surplus funds and is used to further expand the operation of the "optimization fashion industry supply chain management project".

In addition, he spent $281 million and $127 million on capital supply to supply chain management company and wholly-owned subsidiary of Dongguan search special brand management company. The aim is to help the operation of "optimizing the supply chain management of fashion industry" better.

It is worth noting that in 2015, he launched a strategy to enhance the brand clothing business. In order to build a leading integrated service provider of fashion life industry, he continued to develop supply chain management, brand management, creative design, business factoring and other businesses, and to stimulate and stimulate its potential in the fashion industry.

In the first three quarters of this year, net profit and revenue grew. According to the financial data, as of the first three quarters of September 30th, the search revenue reached 15 billion 215 million yuan, an increase of 20.80% over the same period last year. The net profit attributable to the parent company realized 563 million yuan, up 4.12% over the same period last year.

After fashion becoming a people's attitude towards life, the search for fashion has also shown unique ways to develop value-added services such as supply chain management, brand management and Internet finance as the core Lifestyle industry, and actively upgrade the strategies and measures to adapt to the new changes in the clothing consumption market, and open a new journey for the brand in the fashion industry.

Compared with the supply chain management in search of special supplies, the domestic women's clothing brand, the singer, focuses on marketing and brand building.

In November 8th, he bought 10% stake in Hongkong Tang Li International Holdings Limited (referred to as Tang Li International) for HK $154 million. After completion of the spanfer, the company will hold 90% stake in Tang Li International.

It is understood that Tang Li International owns Ed Hardy Skinwear and Baby Hardy and other brands, and the brand ownership of international brand Ed Hardy in mainland China and Hong Kong, Macao and Taiwan. Internal market Consumption channels are wide and have a certain market share of clothing.

As for the expansion of the fashion industry, the company has been expanding its brand lineup to make it a mature multi brand fashion group in the world. The six brands of China's senior women's wear brand Ellassay, Germany's senior women's wear brand Laur L, American light luxury brand Ed Hardy, French designer brand IRO, American designer brand VIVIENNE TAM, Belgian designer brand JeanPaulKnott are gradually from single to multiple high level. Latest fashion Brand spanformation.

Under the new consumption era of brand choice explosion and new pattern, the strategy of multi brand group meets the strong desire of consumers for brand design and product innovation, and further enhances the brand's position in clothing market and fashion industry.

The rapid development of China's fashion consumption industry has given rise to the upgrading trend of clothing brands. Whether it is the multi brand strategy of song's, the search for special supply chain management, or the cross-border cooperation of fast fashion brands, to a certain extent, it meets the diversified needs of contemporary consumers.

　　 Fashion industry In the new era, new features have been emerging. This has also extended a new business model. When the brand is positioned accurately, it needs to understand the needs of consumers deeply, so as to occupy the psychological high position of the new consumer groups, so as to seize the opportunity of the fashion market.