Status Quo Of Women'S Clothing Industry

Industry concentration is low and competition is fierce.

Industry concentration is low.

Major national retail enterprises

Retail sales data show that in the 2008-2010 years, the market share of the top ten enterprises in the women's clothing market is around 25% (the top twenty of the enterprises occupy about 35%), while in other clothing categories, the market share of children's wear, women's underwear, men's trousers, sweaters, men's shirts and men's suits is 40.8%, 60.57%, 35.44%, 36.17%, 40.44% and 33.10% respectively.

In 2011, the market share of the top ten brands in the women's clothing market increased to around 28%, but it was still low compared with other categories.

Fierce competition in the industry.

domestic

The retail market is in full competition, and there are more than more than 20 thousand women's clothing enterprises.

Take the high-end women's clothing brand as an example, in recent years, the top ten of the high-end women's clothing brand market has showed a downward trend. The number one brand market is decreasing, the percentage of Baoji City ranked 5.91% in the 08 year, and 11 in the first place, and the brand from second to tenth is unstable and frequent.

Personality is not prominent, positioning convergence.

The color of domestic brand women's clothing is outstanding, with Han style, Hangzhou style, Beijing style and Cantonese style, but the terminal channel has less national layout.

At present, the domestic high-end women's clothing brands, which are more effective in brand design and positioning, are listed by Baozi and Hong Kong shares listed on A shares.

The international scale and scale expansion of baozi are more in place, and its advantages are individualized design. But compared with men's clothing brands, the income scale is generally small.

Faced with competition from "Amoy brands" and overseas brands.

The electricity supplier mode has omitted the cost of the intermediate links, and the convenience brought by the high efficiency of express logistics, has won the favor of many consumers, especially the young consumers, and further reduced the entry barriers of the industry. Every year, many individuals or small companies pour into the channel of e-commerce.

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Conservative estimates of Taobao, pat, Yintai and other e-commerce sites B2C women's dress "brand name" number is close to 500.

Due to strong consumer growth prospects in the Greater China market, from high-end luxury goods to low-end fast fashion brands, efforts have been made to layout China's market. By the end of 2011, ZARA, H&M, C&A, GAP and Uniqlo reached 92, 77, 36, 13 and 113 respectively, showing a rapid development trend.

In addition, the trend of fast fashion brands abroad is developing to the two or three line.

Operation mode: industry chain, supply chain, channel mode, product strategy.

We summarize and analyze the brand women's clothing industry from the aspects of industry chain, supply chain, channel mode and product strategy.

At present, the majority of A and Hong Kong listed brand women's clothing, fast fashion brands mostly take light asset line, while high-end women's clothing brands tend to have some quality production capacity. In terms of supply chain information construction, domestic brand women's clothing is in progress; in the channel structure, the high-end women's clothing brand channels are dominated by high-end shopping malls, and the proportion of direct selling is generally high.

Fast fashion women's wear brands are the main products. In the product strategy, multi brand is the popular strategy of brand women's clothing.