Women's Clothing Is Eye-Catching &Nbsp; Children's Clothing Has Become A New Investment In Clothing Industry.

Recently, the Guangdong clothing and apparel industry association organized a survey on the operation of Guangdong's clothing industry. The survey showed that only 20% of the enterprises indicated that orders were abundant, and the remaining 80% enterprises indicated that orders could only last for one quarter.

"China has always been textile Export giants, but the two major problems facing domestic garment enterprises are: the demand for European and American markets is not strong; two, the exchange rate losses caused by the exchange rate reduction are many. Marketing experts of Merchants Network Technology (Beijing) Co., Ltd. (hereinafter referred to as "merchants") said that it is an inevitable trend for our clothing enterprises to transform the sales mode from export oriented to domestic sales orientation.

According to the survey data of 2011, investors in the past year, the main concern and preference of the franchise industry is concentrated in clothing, clothing, food, food and other hot industries. Among them, the clothing and apparel industry mainly focuses on children's wear, fashion women's clothing and other sub sectors.

　 　 Women's wear Eye-catching performance

In apparel, clothing, food, entertainment and other hot industries, clothing and apparel ranked among the most popular among investors. Among them, women's wear and children's wear are the most important. eye-catching And hot.

According to incomplete statistics, the sales volume of China's clothing market in 2010 was 1 trillion and 259 billion 680 million yuan, an increase of 20.07% compared to 1 trillion and 49 billion 90 million yuan in 2009. Experts predict that in the next few years, the Chinese women's clothing market will still maintain a growth rate of about 15%.

Capital has long been heard. According to the figures disclosed by the Qing Research Center, 26 Chinese textile and garment industries have disclosed investment events in 2010. Amount of money It's 358 million dollars. In 2011, the VC/PE investment in China's clothing market reached a record high.

"The clothing industry is characterized by wide market, abundant cash flow and short investment return period. Although the export situation in Europe and America is uncertain, the market in China's domestic trade still gives us confidence. A PE source said he is currently looking for suitable clothing investment projects in the Pearl River Delta region.

In fact, clothing has always been the most popular venture project among investors. In 2011, survey data showed that clothing and apparel ranked first among the most popular hot spots in clothing, clothing, catering, food and entertainment. Among them, women's wear and children's clothing are the most eye-catching and popular.

Taking children's clothing as an example, according to the analysis of the market analysis and investment strategy of Chinese boys' clothing in the past 2011-2016 years, the current consumption demand for children's clothing in China is around 2 billion 300 million yuan. It is estimated that demand will increase by more than 10% a year in the next few years.

The major garment enterprises have already begun to deploy troops. Semir "Announcing the march into the children's wear market, Metersbonwe has launched two children's clothing brands ME&CITY KIDS and Moomoo, and recently, the wedding bird has officially launched its own children's wear brand" BIGROOSTER ".

"Famous clothing brands have their own distinctive brand characteristics, such as Brad's main British style, positioning in the 200 to 500 yuan of high-end consumer market." The above marketing experts pointed out that for children's clothing, the adult's taste determines children's dressing. In recent years, the children's wear market has sprung up, such as the Korean wave and Hepburn's wind. This shows that the market demand determined by the consumer's taste is changing gradually, and it also provides a bigger growth space for children's wear market. {page_break}

　　 Let brand growth and investment work synchronize

When the lack of popularity in the early stage of market investment, clothing companies need more sales. Therefore, in building brand awareness, enterprises must also involve investment promotion.

People who are familiar with the clothing market know such a sentence: the soldiers who fight in iron camp. Despite the fact that the clothing market has been developing vigorously, the clothing industry has always been ups and downs, and it is hard for anyone to laugh until the end.

A person in charge of clothing enterprises in Guangzhou said that since 2009, the rise in labor costs and appreciation of the renminbi and the fluctuation of raw material prices have become the "three big mountains" in the top of the enterprise. According to data from the Ministry of industry and information, the export and profits of China's textile industry increased steadily, but the growth rate slowed down obviously. In 2011 1~5, the number of garments imported from the United States dropped by 0.8%.

Guangdong clothing and Apparel Industry Association's survey shows that after the Lantern Festival in 2012, 38% of enterprises surveyed in Guangdong clothing enterprises said that recruitment was extremely difficult, 32% of the enterprises reflected that it was difficult to recruit workers, and 14% of enterprises reflected that the old employees were not reworking well.

"It can be said that the era of Chinese clothing enterprises relying solely on cheap as a gimmick has passed." The responsible person said that he and his colleagues were reflecting on the transformation of brand and management.

In this regard, merchants marketing experts said that for domestic clothing enterprises, production is a strong point, but the expansion and management of channels is relatively short board. "In this regard, investors just play the role of a bridge, build a bridge between enterprises and entrepreneurs, and accurately launch the advertising docking industry."

In his view, China's clothing enterprises in the channel management, still faces two major problems need to be improved. First of all, the main sales mode of Chinese clothing enterprises still depends on agents and distributors, that is, the so-called "sales promotion brand" mode.

Marketing experts put forward a proposal that "clothing companies need more sales when they are short of popularity in the early stage of market input." Therefore, while building brand awareness, we must also involve investment promotion and establish brand awareness at the same time.

Another major problem faced by garment enterprises is that the management of the price system is too confusing. They often rely on the unique mode of "human relations management" in China to carry out the most simple management. For example, a distributor with long credit standing or a private relationship can get a relatively low discount when he purchases the goods. This leads to the fact that in the terminal consumer market, various dealers offer different discounts to consumers, resulting in internal friction and internal friction of the same brand.

"Our approach is to replace" human management "with" institutional management ", optimize policy for the price system, select unified export agents nationwide, and make unified pricing in the national market. Promotion activities are also carried out in the domestic market at the same time, so that prices are open, discount is transparent, and manufacturers dispose of discount levels. The above merchants marketing experts said. {page_break}

　　 viewpoint

New brands should not be blindly opened. Shop

No one can tell clearly how big the clothing market is in China. The so-called "clothing, food and shelter" four needs, also shows that clothing is the consumer's first choice, China relies on its huge population base constantly create consumer demand.

However, with the rise of Internet in recent years, e-commerce has gradually become one of the most growing channels for clothing product sales. According to the survey data of the Qing Research Center, in 2010, the scale of online retail transactions of Chinese apparel categories was 107 billion 328 million yuan. In 2011, analysts predicted that the size of China's apparel products online retail market would reach 170 billion yuan, an increase of over 50%.

Indeed, many garment enterprises have begun to pay attention to the innovative marketing channel of network marketing. The advantages are obvious: integrating brand marketing communication and product sales; improving the possibility of product display, enabling consumers to choose more; and more importantly, network sales have compressed the traditional marketing intermediate links, so that the price of products can be further reduced.

The boss of a clothing company once admitted that the price of the brand in the exclusive store is all or 10 percent off, but its factory price is below 60 percent off. Under the premise that the sales volume of the intermediate links is unchanged, he can make all the products sell at 50 percent off and make a profit.

In China Merchants Network Technology (Beijing) Co., Ltd. Marketing Experts believe that the characteristics of network marketing are low cost, no site fees, shop fees, management fees, decoration and other expenses. However, few people realize that online shop is a double-edged sword.

First of all, in the traditional agent system, the number of terminals is an important factor determining the core competitiveness of garment enterprises. But with the birth of online stores, its pricing is bound to have more advantages than physical stores. It can be said that the development of network sales is the value of overhead dealers, diluting and weakening this intermediate link.

Secondly, the biggest problem of network products is that quality is difficult to guarantee, and there are often things that happen to be mixed with fish, but it is difficult to achieve regularized management and sometimes even damage the brand image of enterprises. In contrast, physical stores are easy to standardize in the service of decorating shop assistants, and convey specific corporate culture and image.

Merchants' marketing experts believe that despite the fact that the world's mature clothing brands have official websites, the pricing of products on the Internet is almost the same as that of offline stores. "It can be said that these mature well-known clothing brands set up online shops, but also a brand building and promotion, rather than as an important sales channel."

Therefore, merchants marketing experts suggest that clothing enterprises should rationally regulate network marketing in the initial stage of brand building, and avoid blindly opening online stores.