Sportswear Spreads Again To The Second Tier Cities.

With the development of economy and society, brand leisure has become a new trend of China's clothing brand development.

Reporters from the newly concluded fifteenth Ningbo clothing festival site found that the traditional clothing giants have launched leisure brands.

Shanshan Group (600884, SH), YOUNGOR (600177, SH) as the representative of the old clothing enterprises in recent years, the main promotion of its S2 and Gy brand, at the same time, some new brand development is also in full swing.

With the increase of investment in leisure apparel by major groups, a casual clothing brand war is inevitable.

"The leisure of the brand will determine the fate of the domestic clothing brand and decide the ownership of the right to speak in the clothing field."

Cui Hongbo, chief executive officer of brand management consultant in Shanghai, said.

Brand leisure becomes a life-saving straw

From a number of clothing giant enterprises, half a year's support for garment industry profits rose only casual wear.

YOUNGOR's semi annual report shows that the revenue of casual wear reaches 1 billion 190 million yuan, up 12.78% compared with the same period last year, and the sales of shirts and suits are still lingering.

Coincidentally, Shanshan Group's semi annual report also showed that the revenue of casual wear was 240 million yuan, up 57.59% compared to the same period last year, and the performance of suits and knitwear began to decline.

"Casual wear will gradually become the mainstream, casual dress is irreversible."

Cui Hongbo pointed out.

For apparel brands, leisure means attractive market cakes and rapid expansion.

Whether it is Spanish group ZARA's parent company INDITEX group, or H&M from Holland, or unique from Japan, casual wear can prompt its brand to expand rapidly worldwide.

With the gradual entry of the world clothing giants into the Chinese market, the competition in the domestic garment industry has intensified.

"European and American countries have already formed a number of widely recognized strong brands with mature reputation and marketing system.

These foreign brands only hope that domestic enterprises can provide products at low prices, thereby making huge profits.

A Ningbo Garment Association official told reporters that compared with foreign brands, domestic brands do not have the advantages of R & D and sales channels, and domestic brands should be differentiated to avoid fierce competition.

Trigger a new round of horse race enclosure

With casual wear becoming mainstream, a new round of horse racing around leisure wear has begun.

In recent years, no matter the outdoor advertisements such as subway or CCTV TV advertisements, the traditional brands have disappeared, and replaced by the new generation of casual clothes of these traditional clothing groups.

From the point of view of department stores, these traditional enterprises are replacing the old brands with these new brands and pushing them to the two or three tier cities nationwide.

"Department stores can best reflect today's brand status."

Cui Hongbo pointed out.

These domestic casual wear brands have a common feature, that is, after the market, the development is very fast.

In addition to GXG's sales of 1 billion 500 million yuan in 4 years, the brand of Taiping bird also reached a high market share in a short time.

"Daily economic news" reporter learned from Taiping bird development department, Taiping bird clothing now has more than more than 700 stores, last year's turnover exceeded 2 billion yuan.

"Sensitivity to popularity is our advantage. We should introduce elements into the brand and pursue individuality to make clothing more competitive."

A development manager of GXG told reporters that every year the new trend of Japan and South Korea will become the brand's weathervane.

On the occasion of the rapid rise of domestic brands, the international garment giants are also very clear in their action objectives, stabilizing the first tier cities and opening up second tier cities.

In particular, ZARA, H&M and other brands have been aggressive, and the brand of ONLY, VERAMODA, ES-PRIT and other brands that had been selling rapidly has cooled rapidly.

Nowadays, the collision between domestic leisure brands and ZARA is unavoidable. "These brands do not have absolute advantages," the GXG development manager explained to reporters. Foreign fashion brands are dominated by big stores, and have no advantages in cities below the second tier, not the mainstream format, while the domestic leisure brand shop formats are more flexible for two or three line cities.

However, there are still some problems in the domestic leisure brands, such as unreasonable product structure and lack of individual characteristics in product design. "If it is not possible to form its own product characteristics as soon as possible, it will be difficult for the brand to adapt to the current competitive environment."

Cui Hongbo pointed out.

No matter the traditional brand or the emerging brand, there is no so-called traditional barriers and industry status in the casual wear field. "Whoever occupies the market will have the right to speak."

Cui Hongbo told reporters.

The domestic casual wear market is far from saturated.