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Quanzhou Women's Clothing Rises Rapidly: Fine Positioning And Big Market

2012/2/25 8:46:00 28

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Quanzhou Women's wear Rapid rise of brand

Recently, Jinyuan was selected as "Jack eighth China". Clothing brand The annual award nomination award shows the industry not only men's clothing but also the fashionable women's brand in Quanzhou. The development of Quanzhou women's clothing, which has a gap compared with men's wear, has not been underestimated in recent years. After branding, West and Jinyuan, the brand of women's clothing is being explored for shaping the brand of women's clothing and its unique cultural style.

　　 There is no "faucet" in women's wear industry.

"At present, Fujian women's wear is represented by three major producing areas in Xiamen, Quanzhou and Fuzhou. fashion Quanzhou women dress is more casual and Fuzhou women's clothing is more ladies. Wang Renjiang, chairman of the Quanzhou (China) Co., Ltd., said that after years of development, the women's clothing enterprises in the women's clothing industry had formed some brands in addition to the positioning of their products to girls' clothes and ladies' clothes. But on the other hand, the concentration of local women's clothing industry has been lower than that of men's clothing, brand characteristics and positioning are not very mature, there is no brand in the women's clothing industry that can have a greater impact on the whole country, and the market share of each enterprise is not large. The two or three line brand competition is quite fierce in the relatively concentrated market.

In terms of market share, there is still a big gap between Quanzhou women's wear industry and domestic brands. "The production of local women's clothing industry is not low, variety, color and style are also many, production technology, technology, equipment, management level has been greatly improved in recent years, some enterprises have been able to undertake the processing of international famous brand women's clothing, but their brand influence is not enough. At present, the high-end market of domestic women's clothing is almost occupied by foreign brands." Wang Renjiang said that in the national large department stores, foreign and joint venture women's clothing brands occupy a larger share of the market.

Fujian style women's clothing is closely following fashion trend.

"If you look at the overall level of the industry, the design requirements of women's clothing can reflect the fashion trend and high technology content in time, but the technology and equipment of some enterprises are still lagging behind, especially the design team's strength is not enough to support the quick response characteristics of the women's clothing industry." The head of the clothing design team of the company said, for example, the matching of accessories and accessories can not keep up with the development of the industry, and the fabrics that produce high-grade products are more dependent on imports. Compared with the international advanced level, there is still a gap between the design concept and the brand culture level, and the design power and fashion transformation ability are relatively weak, especially the lack of brand culture atmosphere and fashion idea.

Fine positioning and big market

The brand operation and market cultivation of Quanzhou women's clothing industry are not yet mature, and the reserved space is very large. Whether from R & D, manufacturing, or brand operation and market expansion, there is a big gap between Quanzhou women's wear and men's wear. To some extent, this gap illustrates the operability of women's clothing market.

"To form a brand culture of Fujian style women's clothing, pay attention to style design and product style, and make a strong market segment." Hong Shaopei, chairman of Jinyuan dress, believes that for Quanzhou women's clothing, the most important thing in the future is that the corporate brand must form a unique cultural trait. The product must establish a unique theme style and guide and stabilize a group of consumers from these two aspects.

"From the point of view of marketing, we should strengthen the differential subdivision and research of other factions, such as Hangzhou women's wear, Guangdong style women's clothing and consumption, so as to differentiate the products in terms of distribution." The head of the design team said that enterprises could make fine positioning according to the different series of women's clothing. For example, fashion casual wear, leisure sweater, business travel dress, etc., and through a similar brand name, more intuitive and clear expression of the characteristics of women's clothing and target consumer groups, "coupled with the existence of a certain brand consumption awareness in the current female consumer group, unified brand name or clear positioning of the Deputy brand operation, more directly than other ways to meet the pursuit of brand consumer psychology of women."