China'S Clothing Market Has Changed From Brand Era To Segmentation Era

01 the digital construction of epidemic situation should be accelerated at least 2-3 years in advance

Entering 2021, it is undeniable that the severity of the current fashion retail industry. The epidemic has led many garment companies in the world to enter the adjustment period ahead of time. Brands, suppliers and agents are facing the normalization under the pressure of consumption, market and efficiency.

With the gradual control of the epidemic situation, China's market is taking the lead in recovery, and Chinese enterprises have taken the lead to lay out the digital construction plan which should have been 2-3 years in advance, driven by cooperative digital construction

In fact, the initial response of many enterprises is to "adjust digitalization as the first step strategy of enterprises". However, the digital system can not be formed in a short time. It takes several years to establish and integrate the system.

Focus causes blind spots. While focusing on digitalization, brand retailing can not ignore a problem, that is, the core category products, especially the clothing industry.

Digital construction and the formation of core categories to create the opposite direction is the king way out of the circle.

02 China market changes from brand era to segmentation Era

After going through 2020, all the fashion brands hope to be able to resume the growth of the past, and these brands are looking at the Chinese market.

It is undeniable that China has a global supply chain. It is also the largest consumer market in the world, and also the market leading the recovery of consumption.

According to the China market research released by WWD, the fashion consumption market dominated by the middle class and the rich class in the past is facing a change of blood. Young people will lead the change of consumption trend and the birth of consumption hot spots.

At the same time, we also believe that China's young consumers are moving towards a more differentiated and specialized consumption direction, and such brands focusing on the development of single product categories will be more prominent.

For example, lululemon, the luxury down canadian goose pie, the bubble mart, which can approach the market value of 100 billion yuan with the help of blind box, etc.

In the subdivided consumer market, the activity of women's consumption is undoubtedly much higher than that of other market segments. Big data shows that the size of China's "she economy" market is expected to reach 4.8 trillion yuan in 2020, and the power value of women groups is increasingly prominent.

In the market segment of young women, it is necessary for brands to pay attention to the "three pit" culture, which is also known as the three sisters of Bankruptcy: Hanfu, Lolita and JK uniform.

"Three pit" culture and fashion brand products are classified in the scope of minority culture. There are basically corresponding and different personality consumers. Consumers have a considerable sense of identity for the culture behind these costumes. The minority clothing that surrounds young people is also opening up a 10 billion class market.

03 hot performance of "three pits" in China market

The "three pit" culture in the young consumer market has been loved by more and more people, and the scale of the industry has also achieved several times the growth of the same period.

In 2020, Tencent released the "Post-00 interest report" that JK uniform, Hanfu and Lolita "three pits" are the top three hot topics of generation Z, and 62% of the post-00s "are willing to invest more time and money in their fields of interest".

According to the data of it orange, the overall market size of Hanfu, JK uniform and Lolita service will reach 13.52 billion yuan in 2019 and 16.957 billion yuan in 2020, and the market growth rate will exceed 20%.

In 2021, CCTV network Spring Festival gala will release the signal of "three pits" culture again. The well-known up Master of station B, the witty Dang Mei, together with Fang Jinlong and Xiao Gongzi, cooperated in the program. Fang Jinlong played a Pipa with "electricity", and Dang Mei sang and danced "Rainbow beat" in Lolita skirt.

Lolita Dress and other costumes refer to the clothes based on Gothic and ancient clothes, such as those with lace and lace like dolls that you often see. The most widely known labels are "10 Lo Niang, 9 rich, 1 special rich" and "princess skirt".

From the perspective of the Hanfu market, in the first half of 2020, more than 20 million people will buy Hanfu in tmall. During the "double 11" period, the transaction volume of JK, Hanfu and Lolita will increase by 1.26 times as much as that of women's shirts.

JK uniform is the school uniform of Japanese female high school students (JK is taken from J and K in Japanese "female high school students" pseudonym "Jyoshi koukousei"), which has a strong symbol in Japanese culture. JK uniform is the uniform worn by female high school students when they go to school, mainly including western style and sailor uniform.

In China, starting from cosplay, young girls have gradually formed a group keen on JK uniforms. Because they couldn't take JK uniform as school uniform, they wore it after school and after high school, and gradually evolved into a kind of daily dress.

On April 15, 2020, 300, 000 plaid skirts printed with the "gentle knife" check pattern were sold in less than half an hour, leading to a hot search for JK uniforms, according to a report by first finance and economics. According to the statistics of "JK daily", Taobao will open more than 1000 JK uniform stores in 2020.

As an e-commerce platform about the second dimension established in 2015, ziyuancang specially hatched a brand chain store mainly focusing on "three pits" in 2018. According to the data of dimension warehouse in 2020, JK uniform has the fastest growth, and its sales volume has increased by 5 times in 2020.

However, for businesses, JK uniform stores need a high degree of originality. For buyers, many JK styles need to be reserved by the buyer. First, the manufacturer determines the quantity to start production, and then pays the balance after a period of time, and then waits for delivery. Part of the popular money from the payment to delivery as long as several months.

Therefore, the current "three pits" cultural market is large in scale and has great potential in the future. There is still a lot of room for upgrading the operation and development of products. A brand with a perfect supply and delivery system will have obvious advantages.

Brand status of "three pits" market

In the current "three pits" market, around 2018, the whole supply chain of Hanfu industry, from factories, brands to experience stores, has gradually matured.

Among the "Sankeng" brands, there are the "Twelve light years" of Ziyuan girls' hall, which is the main offline store, and the "dual channel" brand of returning to the Han and Tang Dynasties and more than thirteen cities.

The feature is that the brand is mainly concentrated in the online market, while the offline market is still in the circle layout.

In the "dual channel mode" market, teenie weenie, a brand of Jinhong group, entered the Chinese market in 2004. At the beginning of its establishment, it was the American style college style with campus dress as its main theme. At present, there are more than 1500 stores in China.

It is worth noting that teenie weenie recently released the 2021 brand new JK uniform campus series, recommending pan Tangying, the "witty party sister" of the up Master of station B.

Since last year, T.W. bear girl high JK Club created by teenie weenie brand has begun to layout in the domestic market.

Compared with other sub categories, JK uniform track has obvious limitations of minority clothing, but as teenie weenie who insisted on campus style at the beginning of its establishment, JK uniform series extremely matches with its brand cultural symbols.

It is worth mentioning that as a brand with mature online and offline channel layout, the supply chain is relatively mature and more, and the advantages of perfect supply delivery capacity are very obvious.

In 2020, McKinsey's China consumer survey report pointed out that under the background of the epidemic, the vast majority of consumers have become more cautious in consumption. It's not that they don't want to spend money, it's that they prefer to spend it on the edge.

From the perspective of Chinese market, the market share of women's wear is far greater than that of men's wear, and the gap is expanding slightly. Relying on the Chinese market, the brand must readjust the channel strategy and create the opposite direction together with the product strategy to drive the growth of the brand.

In the future, there will be more market situations such as diversity, niche and personalization. Brand products must match the brand culture and form a solid foothold in the ever-changing millennials, so as to further create demand.