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Fashion Enterprises Channel Marketing Mode Competition.

2008/7/26 16:30:00 27

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In a new phase of CITIC Bank and new wealth investment report jointly held by CITIC Bank and trading day, Wang Wei, a garment industry analyst from China Merchants Securities, made a thematic report entitled "inflation promoting brand clothing channel mode".

She believes that in the environment of RMB appreciation in the 08 years, export oriented and productive clothing enterprises will face severe tests. The Brand Company, which is benefited from inflation, and a leading model with a large correlation with Brand Company development, will become a new focus of attention in the market.

Wang Wei introduced that the entire garment industry can be divided into three parts: one is the printing and dyeing industry as an intermediate product, the other is the garment accessories industry, which is semi consumer goods, and then the clothing, accessories and home textile industry as the terminal consumer goods.

At present, she analyzes the brand competition in different fields with the theory of stages. At the same time, it makes a comprehensive analysis of the brand investment value based on the different operation modes of the middle and low level sectors and the upscale fields.

She believes that according to the quantity, technology content, marketing network and management level of garment brands, the competition of clothing brands in China can be divided into five stages.

China's high-end men's attire is now in its infancy, while the low-end men's casual wear and men's formal dress have developed to the early and middle stages of the upgrading stage.

Wang Wei believes that the theme of this year's clothing industry investment will focus on three aspects: exports, labor costs and inflation.

At present, garment enterprises show polarization in profits. 1/3 companies account for 80% of profits, with an average profit margin of 6-10%, while other 2/3 enterprises account for 20% of profits, with an average profit margin of only 0.62%.

Because of the influence of RMB appreciation, clothing export has obviously slowed down.

At present, the largest area of clothing exports in China is still in Europe and America. However, the impact of the US subprime crisis has led to a marked decline in import volume. Wang Wei believes that the conduction speed of this effect usually has to be delayed for about two months.

The new labor law, which began this year, has a greater impact on clothing manufacturers.

Wang Wei said that by calculating, the factor may increase the cost of enterprises by about 20%, which is a heavy blow to the garment foundry enterprises that always win at a low price, especially in the Pearl River Delta region.

Wang Wei believes that the current inflation has accelerated the survival of the fittest among enterprises, and the brand clothing industry has shown more investment value.

With the rising price of raw materials and the double suppression of RMB appreciation factors, the garment enterprises which mainly export and OEM have further reduced their profit margins, making it even more difficult to survive.

Brand costumes can take advantage of cost control and advanced management level to ensure their own profits.

Wang Wei takes the American brand GAP and the Japanese brand UNIQLE as an example to illustrate that brand prosperity is closely related to the strong economy. The two brands are created by the rapid development of the two countries after World War II, and with popular culture as a breakthrough, which makes the popular clothing replace the high fashion, and is recognized by the market.

The effect of this strategy is also reflected in its soaring stock price.

Wang Wei believes that the increasingly strong economy is the foundation for the prosperity of domestic brands. Our country is becoming the focus of global business and the battleground of brand militarists with its huge potential energy potential. The domestic brand clothing is also facing great opportunities for development.

On the one hand, as consumers, brand consumption has become the mainstream; on the other hand, as a supplier of enterprises, the brand awareness is also unprecedented.

At present, the mass sector brand is thriving, especially the Fujian sports leisure licensing movement and the new star enterprise PPG, which has been innovated in the field, has become the benchmark enterprise in the industry.

The essence of our country's brand is king, BELLE's multi brand strategy, PPG's low price direct selling mode, Mest Bonwe's star promotion mode and ITAT's membership marketing mode have achieved good results.

According to the composition of the consumption population in China, the largest demand is still the mass product, but a wide range of consumer groups in our country make all kinds of marketing models have a certain living space.

Brand, channel and supply chain constitute the comprehensive strength of three brands, forming the core content of brand enterprises.

For the stocks in the industry, Wang Wei expressed strong optimism for the seven wolves, while the news birds and Dayang creation investors could also pay close attention to it.

The accessory industry is also part of Wang Wei's research field. In this sector, she believes that China's pencils are promising, while she is cautiously optimistic about the production of wig.