UNIQLO's Joint Name Is Not Even Hot.

You probably have seen the above scenes, and have not seen them. For you, under the popular science, this is buying the latest joint T-shirt from UNIQLO.

Yes, it's not a house, not a salt, not a AJ, a T-shirt.

UNIQLO, as a world-famous fast fashion brand, has long been popular in China, and it has also attracted a lot of popularity with the world-renowned IP, such as manway and Jump.

By contrast, it seems that no domestic clothing brand's product can earn so many eyeballs.

With the fast fashion brand Forever 21 being withdrawn from the Chinese market, the pace of overseas brands' encirclement and suppression of Chinese clothing industry has slowed down. Some well-known brands also have less influence in the social circle. However, the previously familiar brand of domestic clothing has gradually been ignored by people, let alone the last "hot search".

For example, La Natsu Bell, who was once known as "national dress", fell sharply in the first quarter of 2019. According to the report, La Natsu Bell achieved a profit of 2 billion 372 million yuan, a year-on-year decrease of 6.94%, and a net profit attributable to shareholders of the parent company was 9 million 751 thousand yuan, down 94.4% from the previous year.

In May this year, La Natsu Bell also issued three announcements on the sale of shares and related transactions of controlling subsidiaries. According to the announcement, La Natsu Bell intends to sell 54.05% of his stake in Hangzhou's Agel Ecommerce Ltd, and the transfer price is 200 million yuan.

Another slogan of Metersbonwe, a homemade clothing brand, is "no ordinary road", but it is cold when walking.

By the end of 2012, Metersbonwe's Direct stores and franchisees were 5220, but by 2016, it had been reduced to more than 3900 directly.

Metersbonwe's high-profile fashion brand ME & CITY has not been able to save its decline. The sales of new brands are not as good as expected, and it is continuously losing money. Even after the international supermodel Liu Wen did not endorse the situation, the brand was rarely seen in social media.

Metersbonwe's latest report shows that revenue in the first quarter of 2019 was 1 billion 727 million yuan, down 20.68% from the same period last year.

At present, the local clothing brands are relatively well represented by Lining and Semir.

The former has made bold innovations in clothing style, and is moving from the "old school" campaign brand to the fashion brand in the eyes of consumers. Especially in 2018, Lining became the first Chinese sports brand to enter New York fashion week. Left hand sports and the trend of the right hand, Lining became the first person to lead the "national tide".

But Semir chose the children's clothing market with great potential. The well-known balbara is Semir's brand. With the introduction of the "two child" policy, the number of new born babies in China has opened up a high speed growth mode, and the consumption of the main target customers in children's wear market is also constantly upgrading.

At the same time, Semir has also increased investment in scientific research, constantly research and development of fabrics, so that products in technology, technology, version, quality and fashion and other aspects of further improvement.

In the first quarter of this year, Semir realized revenue of 4 billion 118 million yuan, an increase of 63.9% over the same period last year.

From the above case, clothing brand is to adapt to changing consumer demand.

And the core of UNIQLO's grasp is the change of consumers' shopping habits.

Has the domestic clothing brand been learned?