Local Clothing In The Second Half Or Welcome Dawn

"P >" with the rapid expansion of international fast fashion brands in the Chinese market expansion, some well-known local clothing brands are innovating through product differentiation, technological innovation and channel innovation, adopting differentiated competitive strategies.

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< p > < strong > < a > href= > http:// > www.sjfzxm.com/news/index_c.asp > international brand < /a > accelerated expansion < /strong > /p >

< p > this year, the domestic garment industry climate index has declined, and demand is lower than expected.

Data show that in the first quarter, the prosperity index of China's clothing industry was 97, down 0.4 points from the fourth quarter of last year.

Garment production in the first quarter was 6 billion 900 million, down 3.8% year-on-year.

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< p > according to the statistics of the China National Business Information Center, in 1-6 months, the retail sales of all kinds of garments in 100 major large retail enterprises decreased by 1.8% compared to the same period last year, and the growth rate was 6.1 percentage points lower than that of the same period last year.

In June, the retail sales of all kinds of clothing decreased by 1.6% compared with the same period last year, the decline narrowed by 0.4 percentage points from last month, but significantly lower than the 14.2% growth rate in the same period last year.

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< p > the recession of the domestic garment industry has brought opportunities to the fast fashion clothing brands in the world, and they are accelerating their expansion in the Chinese market.

According to incomplete statistics, in 2013, 82 new stores were opened in UNIQLO, with 62 stores, 176 stores, H&M, 28 new stores, 71 GAP stores, 18 new ZARA stores, 137 stores, MUJI 42 new stores, 100 stores, C&A new stores, 9 stores, U&R new stores and stores, and H&M stores.

Last year alone, the international fast fashion clothing brand opened nearly 1000 stores in China.

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< p > < strong > < a > href= > http:// > www.sjfzxm.com/news/index_c.asp > local brand > /a > difference > /strong > /p >

< p > "the current market competition is not only reflected in price competition or product competition, but also in brand competition and business mode competition.

To compete with international fast fashion brands, local brands should pay more attention to product innovation, technological innovation and channel innovation.

Bu Xiaoqiang, vice president of Guangdong apparel and apparel industry association, said.

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< p > Bu Xiaoqiang believes that the local brand clothing enterprises have realized the importance of innovation, no fashion design, fast shipping and sunken channels, it is difficult to compete with the international clothing brands in the domestic market.

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< p > take YISHION clothing, the brand of China's ten largest casual wear brand as an example.

In order to adapt to the market changes and consumer demand, YISHION has carried out a comprehensive pformation and upgrading in recent years in the aspects of design and research, equipment pformation, product quality and testing, and launched a market competition with domestic and international casual wear brands through differentiated competitive strategies.

At present, YISHION can design nearly 20000 new models every year, and each quarter can design more than 5000 new models. Every day, there will be ten new models coming out.

In order to achieve an invincible position in the fierce market competition, purity is a brand image with diverse styles and following the trend.

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"P" for the competition situation of the current clothing market, Gao Xiaoshi analysis of the senior industry researcher of the forward-looking network points out that the advantages of local leisure clothing brand enterprises lie in more understanding of the needs of local consumers, more familiar with the operation mode of local commercial environment, more abundant Qu Daoji foundation and more extensive mass base, especially in the two or three and four line cities, and the above advantages are more prominent; of course, the local enterprises have a big gap with the foreign giants in the overall brand operation, retail management ability, supply chain efficiency and resource integration ability.

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< p > Gao Xiaoshi believes that the local enterprises that may win in the future casual wear industry may come mainly from two aspects: first, product positioning, target group positioning or channel positioning and the full differentiation of international brands; two, there are already good brand, channel foundation and management system, and conform to the competition of the industry, and actively seek new companies.

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< p > < strong > counter trend growth brings hope Dawn > /strong > /p >

< < p > in this year's twenty-second a href= "http:// www.sjfzxm.com/news/index_c.asp" > China International Clothing and Accessories Fair < /a >, "wolf family" has launched the most popular O2O online and offline interactive mode nowadays. They combine the offline business opportunities with the Internet to make the Internet the front desk for offline pactions.

The red collar group provides customized services based on big data, providing remote volume services, and making it possible to "stay indoors and enjoy customization".

And YOUNGOR chose to show its brand strength in a more concise and direct way. YOUNGOR chairman Li Rugang said sales increased by 5% over the previous year, according to the first quarter reports of enterprises in March 20th, and the overall situation is optimistic.

The leader of the red bean said that the brand wanted to integrate foreign resources and acquire high-end brand of men's clothing abroad. This is more advantageous than creating a brand for itself. It can be said that the current Chinese clothing brand is looking at the market in a long-term perspective, adjusting itself with strategic thinking and adapting to the market pformation.

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< p > it is understood that the order quantity of another well-known local brand "Metersbonwe" has declined in last autumn and winter. However, the order will be reversed this autumn, of which Meters/bonwe exceeds 80% of the franchisee's order volume to achieve positive growth, 10%-20% franchisee achieves double digit year-on-year growth, and me&city franchisee's order volume is 100% year-on-year growth.

At the same time, a number of local women's clothing brands in Guangzhou also revealed that orders for 2014 winter and spring 2015 increased by more than 10% year-on-year.

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< p > in addition, the reporter learned from YISHION that the order volume of "YISHION" in 2014 and 2015 was also higher than that in the same period last year.

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< p > "some local clothing brands are on the rise, which is regarded as a turning point in the industry."

Insiders revealed that, due to the timely adaptation of local garment enterprises to the market and changing strategy, the dawn of hope in the second half of the year.

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