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China'S Independent Clothing Brand Realizes &Nbsp Pformation;

2012/4/10 19:05:00 8

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China Independence Clothing Brand Metamorphosis Bloom

The season of spring blossoms.

Domestic garment industry

There was a scene in Beijing.

Fashion Festival

。

Colorful fashion, creative design, gorgeous dreamy show...

The twentieth session in late March

China International Clothing and Accessories Fair

(CHIC2012), the Eighth China clothing brand annual awards, 2012 China International Fashion Week, China clothing forum and so on nearly a hundred activities have been launched, and domestic and foreign brand enterprises gathered in Beijing.

It is gratifying to see that with the development of economic globalization and international division of labor, the independent brand of China's garment industry has also flourished.

"As the theme of the Clothing Fair is" crossing ", China's independent clothing brand will accelerate its pformation and strive for further improvement.

Wang Zhuo, Secretary General of China Fashion Association, said.

"Letting a hundred flowers bloom"

Brand overall strength improvement

Clothing enterprises have entered the relatively advanced stage of sales culture from the initial stage of sales products.

In from March 26th to 29th, there were more than 1000 clothing brands from 21 countries and regions.

Among them, there are nearly 600 exhibitors in China, each brand has its own characteristics, some are magnificent and some are fresh and natural, and strive to demonstrate the unique style of the brand.

In the same year, the annual awards of Chinese clothing brands can better reflect the improvement of the value of domestic clothing brands.

In the first 7 sessions, a total of 112 brand enterprises were nominated for nominations, and 44 brands won awards.

According to the 2011 standards, the number of 112 enterprises that have been selected has accounted for 1% of the 10400 enterprises in the whole industry. The comprehensive value of single garment is 2.77 times the average unit price; sales account for 20% of Enterprises above Designated Size; the output of individual enterprises is 4.35 times the average output of the whole industry; the income of main business of a single enterprise is 1 billion 353 million yuan, 11.37 times that of Enterprises above designated size.

Wang Zhuo said that the current domestic market demand has gradually increased, which has brought an important development opportunity for China's garment industry.

This season's clothing activities fully reflect the innovative spirit of our clothing brand and the importance of developing independent brands. Clothing enterprises have entered the relatively advanced stage of sales culture from the initial stage of sales products, and have the idea of building the overall brand.

He also mentioned that China's independent clothing brands have begun to accelerate internationalization of markets and integration of resources, from developing domestic market chains to developing pnational industrial chains.

"One brand and many products"

Tap the potential of market segmentation

Multi brand management must do a good job of specific division of labor and strive for greater value of existing resources and channels.

The red dragonfly, accustomed to leather shoes, has recently started making clothes.

In March 26th, the Red Dragonfly fashion group's men's wear was unveiled for the first time in the international fashion week, which means that the development strategy of the "red card Dragonfly fashion group" "one brand multi product" has been put into effect.

Men's clothing market is widely considered to have great potential for development because of low channel inventory, large price space, and upgrading of consumption in small and medium-sized cities.

Many clothing brands are involved in men's wear and look forward to gaining market opportunities in the market segments.

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On the spot of the Expo, the 5 leading men's clothing brands of YOUNGOR, the leading men's company, are on display.

Among them, the GY brand, founded in 2009, is located in the elite group of 25 to 35 years old, attracting visitors' attention.

Li Rucheng, chairman of YOUNGOR, said that GY did not simply pursue scale expansion in the past 3 years. Instead, it focused on the overall upgrading of the brand. In 2011, the brand sales exceeded 100 million yuan and owned more than 100 stores in the whole country. This year, we will set up an image store and flagship store in the first tier cities.

Bosideng, who has entered the men's wear field from the down jacket industry, has achieved outstanding sales growth of over 50% in the 7 years of men's wear business.

Gan Liming, general manager of Bosteng Menswear, said Bosideng is constantly increasing investment in panel design.

Speaking of new changes this year, he said, "after years of overall layout of the domestic and international markets, Bosteng men's clothing will be fully developed this year, in addition to product upgrading, including brand upgrading, terminal upgrading and channel development."

In addition, many enterprises such as Shan Shan, red bean, Yi Wen, Shu Lang and so on have been carrying many brands, competing in this season's clothing activities.

Wang Zhuo said that the use of "one brand and many products" to segment the market has become the common choice of garment enterprises. "Developing multi brand strategy helps to dig deeper into the market and expand sales."

But Wang Zhuo also reminded that multi brand operation must be done in a specific and coordinated way, so as to enable enterprises to make greater use of existing resources and channels, rather than blindly expanding the number of brands, so as to avoid conflicts between private brands and channels.

"Regional tug of war"

Learn to make use of all resources

The clothing industry is no longer a simple processing industry, but is endowed with cultural connotations of fashion and creativity.

Regional brand joint exhibition has also become a notable feature of the Expo.

In Henan Province, 12 famous brand clothing enterprises such as "show M·SUYA", "Ya Li Da", "ESEY" and "Dun Sen" have appeared in groups. Dalian, Chongqing and other places have also launched "local brand".

"The clothing industry is no longer a simple processing industry, but is endowed with cultural connotations of fashion and creativity.

The development of the garment industry can not only solve the employment increase, but also create a good cultural atmosphere for a region.

Wang Zhuo said that because of the huge potential in the domestic market, the garment industry has become a field attracting widespread social capital in recent two years.

A staff member of Everbright Securities told reporters, "the clothing industry as a relatively solid entity industry, we are optimistic about its investment prospects, and have invested in some enterprises before.

From this year's Clothing Fair, we hope to find some new brand enterprises with potential development to help them move towards capital market.

Driven by brand upgrading, garment enterprises are very enthusiastic about listing, and garment enterprises IPO has entered a "blowout period".

According to the information disclosed by the SFC, as of March 8, 2012, there were 8 garment enterprises listed on the A stock board.

However, the data also show that in 2011, clothing enterprises became the hardest hit areas of A shares IPO, and 11 clothing companies applied for IPO, and 6 were not, and the rate was 45%.

Wang Zhuo said, "enterprise IPO has a relatively complete operation requirements. Many of our garment enterprises are family run private enterprises. To pform into a public company, we need to standardize and upgrade the internal governance structure.

Therefore, the listing of clothing brand enterprises can provide financial support for further expanding the scale and enhancing brand value, and also can promote the standardized operation and management of various enterprises.