The Basic Form Of Clothing Brand Enterprise Development

Once upon a time, Beijing, Shanghai and other prosperous places were the dream of many clothing brand entrepreneurs. Here, you can find any front line brand store in the world, find the world's most famous clothing brand and the most popular clothing styles in the world.

Facts have proved that most of the domestic qualifications are shallow.

In fact, most domestic garment enterprises are built on the consumption market of the two or three line cities.

For example, in a long time ago, there might not have been many stores in the two or three tier cities, and the store of "seven wolves" was built.

"When you used to be a wholesale dealer, I proposed to be a specialty store.

Probably started in 1995, and the real national promotion is after 1998. "

Zhou Shaoxiong, chairman of Fujian seven wolves industrial Limited by Share Ltd, has now made the first brand of men's clothing in China.

As a result, some domestic brands like

For example.

From the mid-term report of -2009 in 2008, the number of stores in East China decreased from 2685 to 1289, and nearly half of them were reduced. In North China, 449 retail outlets were also contracted, and correspondingly, Huaxi District increased 524 retail outlets.

Obviously, this important message is conveyed: increasing the terminal construction of the two or three tier cities and gradually closing down the retail network of the first tier cities.

Huang Gui, vice president of Bosideng, said: "from the strategic layout point of view, the expansion of the second tier market is to further strengthen the sales network, which is a more direct way to boost performance.

In addition, with the return of labor force in coastal cities, this part of workers can drive the sales of the entire rural market.

It can be seen that although sales revenue has declined, the channel adjustment has led to a decline.

Brand vacuum zone

Obviously, in the clothing industry, the two or three line city has formed a brand vacuum zone.

As a result, a large number of discerning domestic brands have quickly occupied the market.

For example, seven wolves, Semir, Qipai and so on, the success of these enterprises is very commendable.

In today's clothing and apparel industry, a comprehensive large department store is no longer the mainstream form of business.

Many domestic brands have opened quite characteristic stores in many cities.

For those local enterprises whose strength is not very strong, the cost of opening stores in the first tier cities is still too high, but in the blank second tier cities, they can choose the hottest business district and the best location.

Franchised stores can not only expand sales and enhance brand names, but also benefit from the fact that enterprises can better carry out marketing activities and highlight their brand personality.

In brand marketing, local brands have fully studied the operation of foreign brands.

For example, Semir, and so on, have become the same as light companies.

Outsourcing production and logistics, and the company itself focuses on design and marketing.

In the past two or three years, the advertising concept has been quietly abandoned by enterprises, instead of shifting the focus of marketing to brand positioning and design.

For example, in terms of leisure, some brands are mainly young people, while some brands are mainly leisure business.

Each enterprise has misplaced the brand, but has made the market bigger.

It can be imagined that the biggest advantage of the local clothing brand lies in its understanding of the local market and Chinese culture.

The more famous "red bean" took the lead in the clothing industry to advocate the creation of a mainstream lifestyle in China.

Frugality is a part of Chinese tradition.

Through research and positioning, "red bean" is a generalization of "harmonious morality, optimistic and open-minded, enterprising and thrifty and frugal" as a mainstream lifestyle in China. It not only achieves a balance between frugality and luxury, but also embeds Chinese elements well.

Not just local brands

As a matter of fact, China's two or three tier market is not only a domestic brand but has been looking forward to its international brand and even its luxury brand.

Luo Yingyi, executive director of Singapore Barry retail group, said that the first entry of the group's Ying Wu department store in China will be located in Zhongshan Road Business District of Wuxi, and will bring dozens of luxury brands.

After that, Ying Wu department store will open 20 stores in 10 two or three line cities, such as Shenyang, Wuhan and Kunming.

"At present, the core property of commercial real estate in China's first tier cities is always a competitive place for Chinese and foreign brands.

The cost of such a settlement is very high.

The emerging business circles in the two or three tier cities are booming, and the surrounding customers have great potential for consumption, but the consumer market still needs a period of guidance.

This seems to us to be an opportunity, "said Li Yufang, an investor and executive director of Dalian Times Square." this is also the main reason why the Dalian times square can attract nearly 30 international luxury brands.

Among them, PRADA, VERSACE, FENDI and so on were first stationed in Dalian, GIORGIOARMANI, DIORHOMME, LANVIN, D&, G, ANNASUI and so on, and even for the first time to enter the three eastern provinces.

And the arrival of the financial crisis, for those international brands, also accelerated their early entry into the two or three tier cities.

In their eyes, China's domestic demand has begun to be stimulated, and the main consumer market of luxury goods is no longer the same as the original Beijing Shanghai Guangdong three and the developed capital cities.

Because after the financial turmoil, the performance of the first tier cities is not good, but the performance of the second tier cities is still strong.

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Before entering Dalian last year, DIORHOMME had only one store in Beijing and Shanghai.

"Even after the financial turmoil, DIORHOMME has entered the Dalian times square with a completely new attitude," said Li Dakang, President of CHRISTIANDIOR China.

The development of China's two or three tier urban residents' consumption capacity in the next three to five years should not be underestimated.

Especially after the financial turmoil.

In contrast to cities such as Beijing and Shanghai, which are very sensitive to international economic events, the two or three tier cities are more resistant to the financial turmoil.

By comparison, the first tier cities will embody the general consumption capacity of the whole country. This index will be influenced by the changes in the consumption power of a large number of expatriates in China and the export oriented cities in the southern coastal areas.

The productivity of the two or three tier cities is mainly localized enterprises, and the consumption power of residents is more stable. They reflect the actual consumption level of local residents in China.

In Li Dakang's view, layoffs or tightening of multinational companies in the first tier cities have made consumers very cautious about spending on international brands.

On the contrary, consumers in the two or three tier cities are more active.

A background that can not be ignored is that the growth of per capita income of some two or three line cities is faster than that of the first tier cities. People are richer and have more money in their hands. They are more willing to spend money.

And for those high-income residents of the two or three line cities, they both have good income, and have great enthusiasm for living in the big cities and consuming luxury goods.

Relatively speaking, people in these cities have more desire for consumption and larger market potential.

It seems that more intense competition has narrowed the front-line clothing market which has already been saturated.

The domestic two or three tier city market is growing mature, and its value is rising.