Clothing Brand "Channel Is King" &Nbsp; Two Or Three Line Competition Is Increasingly Fierce.

Clothing industry has always had such a statement - "channel is king".

In fact, many domestic clothing brands have gained a high market share in the market in the initial stage.

However, with the gradual development of the brand, traditional agents and other ways can not meet the growing demand of brands. In terms of channels, some brands are entering the "bottleneck".

Therefore, how to optimize the channel and bring more benefits to the terminal has become a problem to be solved urgently for the clothing brand.

Judging from the current situation, in terms of business format, besides the traditional department store industry, Oteri J and other models also developed very hot.

At the same time, such as Taobao, Jingdong mall and other Internet platforms,

Building pluralistic and full channels

Bian Xiangyang, a professor at Donghua University, believes that the creativity of street fashion is stronger and stronger, and even the creativity of the people sometimes exceeds that of professional designers.

However, the popularity of street fashion, thanks to the promotion of Jingdong mall and Taobao, has adapted to a large number of Post-80's and 90's consumption psychology. Online shopping has become a new form of shopping.

Wu Sheng, senior vice president of Jingdong mall group, believes that consumption is the form of entertainment, so that you understand the so-called channel innovation, that is, we see the spiritual changes behind the times.

The game rules of this game changed the systematic thinking formed by people.

For example, the famous Japanese brand UNIQLO (UNIQLO) attaches great importance to street shooting.

In February 2011, the UNIQLO global Street auction website was formally launched.

The aim of UNIQLO is to become a link between customers and potential customers, so that global consumers can enjoy unprecedented fashion interest.

It is understood that a registered user of a social networking site can publish his own dressing photos on the global Street Photo exchange platform and share with his friends.

The global Street auction platform provides 6 different language choices in Chinese, English, French, Russian, Korean and Japanese, in order to truly conform to the brand slogan of "MADE FOR ALL".

In response, Wu believes that the innovation of UNIQLO is that it sees the changes in consumption patterns nowadays.

"If we fail to understand the changes in consumption, innovation will fall into fragmentation."

Zhou Yan, general manager of Dalian Si fan Clothing Co., Ltd., believes that the change of consumers is the change of consumption spirit.

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Now China's consumption pattern is different customers form their own buying habits in different channels.

Therefore, the ideal situation is to let all consumers find their brand in the way he used to.

Zhou Yan believes that building a diversified and rich channel is very important for the complete realization of a brand and communication and interaction with customers.

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The key is how to build diversified and rich channels. The clothing industry is constantly exploring this.

In addition, from now on, the Internet is becoming a part of people's daily life.

Especially in recent years, the development of micro-blog has given birth to a new way of marketing such as micro-blog.

Wu said that the micro propagation was also based on the change of communication patterns.

Even though readers sometimes know advertisements, they are still willing to comment.

Therefore, if businessmen want to win in the Internet age, they must get close to the Internet, understand netizens and respect the basic laws.

In Zhou Yan's view, the core of a brand is to build its market value.

Many brands have developed very well because they are more open.

Apple, for example, has such a wide market because it creates an open value space.

"He makes value for all people, not rejecting value.

This is a very important inspiration for all brands to create new values. "

Zhou Yan also believes that some brands may have bound themselves for the definition of channels.

In fact, the channel is more a network, a three-dimensional brand marketing network.

In this way, we can enlarge the brand and pform channels to the greatest extent in a larger market.

The sinking of the channel is a prairie fire.

According to the trend of garment brand development in recent years, channel sinking is an indisputable fact.

Chen Yongbin, general manager of Zhengzhou leading clothing Limited company, said that the urbanization process in rural areas will accelerate in the next few years in China.

Industrialization, urbanization and agricultural modernization are the main road of the future.

In the future, cities such as prefecture level cities will become better in China, and the two or three line cities will have great potential.

"Any brand in China, high end or mid-range, has channels.

There are a lot of things to do in different formats, high-end department stores and large franchised stores.

And the sinking of the channel will cater for the trend of urbanization in China in the future.

Some industry analysts believe that some clothing Brand Company will build one or two image stores in the first tier cities, that is, do not expect it to make money, but use it to advertise the brand.

Such brands, after all, still rely on two or three line cities to make money.

The seven wolves, the Li Lang, the mus bond, the Anta, the XTEP...

These Chinese clothing brands, which have outstanding achievements in the market, rely on the strategy of "two or three cities in the countryside".

Their preconceptions won the first opportunity for the growth of the brand.

The Fujian menswear brand represented by seven wolves, Jin Ba and Li Lang relies on the two or three line market, and has rapidly gained a firm foothold in the domestic market by acting as an affiliate channel.

Among them, seven wolves and Li Lang were listed in Shenzhen Stock Exchange and HKEx respectively, and won the capital for further development.

At present, the number of stores including seven wolves, Li Lang and other brands in the country has exceeded 3000, while the coverage of two or three line cities accounts for a large proportion.

For example, the 2011 Annual Report of the brand shows that as of December 31, 2011, the company has a total of 3976 terminal channels.

During the reporting period, on the basis of maintaining the dominant position of the second tier cities, the company stepped up its investment in the three line and three tier cities, which accounted for 49% of the newly opened shops in the reporting period. At the same time, on the basis of the strong street shops, the shops in the department stores and the city commercial plaza also became the focus of the company's efforts. By the end of 2011, the two part of the channels accounted for 30% of the total number of the company's channels.

During the reporting period, through the management of external expansion, the matching degree of the company's channel network and products and consumers has been continuously improved, thus enhancing the efficiency of the channel.

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Although the expansion of the number of stores is a strong manifestation of the scale of the seven wolves, but how to make strong brands, the seven wolves obviously have their own plans.

In 1995, many in public.

In 2003 and 2005, the seven wolves jointly sponsored the Spanish football club's Real Madrid China trip, which sparked widespread concern nationwide.

Some media commented that this initiative opened up the first place for domestic leisure apparel enterprises to sponsor international sporting events, and consolidated their position in the two or three tier cities.

In 2007, the seven wolves faced with brand aging, low added value and a lack of understanding of the market.

Later, the seven wolves entered the three year pformation period from 2008 to 2010, constantly optimizing and reforming channels.

Of the more than 3000 terminal sales outlets in the seven wolves, the proportion of Direct stores is more than 20%, and most of the others belong to franchisees.

The company gradually realized the flat management of the channel, set up subsidiaries in Guizhou, Guangxi and other places, further strengthened the management of local channels, and plans to continue to set up management centers in East China, Southern China, central China, Southwest China and Northwest China, so as to be responsible for local channel management.

At the same time, the company set up three logistics and information centers in Fujian, Beijing and Shanghai, and more than 20 provincial logistics and information departments, through the information network system to provide timely logistics distribution services and information exchange services to the sales outlets, and finally pass the products and values to the end customers through the terminal network.

Zhou Shaoxiong once told the media that the proportion of direct outlets opened in the first tier cities in the future should be increased, while the franchisees of two or three line cities could be improved, and the brand idea and image of the seven wolves could be pmitted through standardized terminal management.

Famous in China

Anta's board of Directors believes that Anta's strategic landlords attack the two or three line market to gain huge potential for growth in the market.

For example, Anta has opened 13 stores in the Kunshan county market of Jiangsu. Its formats include standard shops, specialty stores and discount stores, so as to maximize the market share through multiple formats.

Lining 2011 Annual Report data show that Lining retail stores reached 8255.

Lining said that in 2012, organizational reform was carried out to reduce other expenses other than brand marketing and product research and development expenses, so as to improve the net profit margin level. At the same time, we should carry out channel reform, enhance the retail efficiency of the 234 line market, further clean up the retail end inventory and speed up cash turnover.

Japan's famous brand UNIQLO plan will expand its business in China in the next 10 years, expand the number of stores in China to 1000, with large shops (around 1000 square meters), and sales to 1 trillion yen (about 73 billion 900 million yuan). Meanwhile, the store's tentacles will reach China's two or three tier cities.

It is estimated that the number of stores in China will exceed Japan in 2020.

It seems that the two or three line market competition will become more and more intense in the future.

Fight for price increases, price increases, price increases, and retail sales increase rapidly.

The 2011 Annual consumer goods market statistics released by the China Federation of Commerce and the China National Business Information Center in March 27th showed that the sales of clothing market in China continued to grow rapidly in 2011, and the growth rate of clothing retail sales in the wholesale and retail enterprises above Designated Size and the major large-scale retail enterprises in the country was over 20%.

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The rapid rise of the unit price of clothing is an important factor in stimulating the sustained growth of clothing sales in 2011. According to the data of the China National Business Information Center, the price of brand clothing in the major retail enterprises in the country increased by 20.3% over the same period in 2011, and 1.2 percentage points faster than that in 2010.

The contribution rate of unit price growth to retail sales growth is as high as 79.9%, which is 28.2 percentage points higher than that in 2010. That is to say, the growth of garment retail sales in 2011 is almost 80% from the rise of unit price.

The rapid growth of clothing prices, especially the accelerated growth of brand clothing prices, has brought greater pressure to consumer clothing consumption. In 2011, the volume of retail sales of all kinds of clothing in the major large-scale retail enterprises increased by only 4.36% over the same period last year, a sharp decline of 5.84 percentage points compared with the growth rate of retail sales in 2010, and the lowest level since 2001.

In 2011, the rapid rise of clothing prices triggered a sharp downward trend in clothing consumption in China, and the growth rate of high-end clothing consumption slowed down significantly.

According to the statistics of the China National Business Information Center, in 2011, the retail sales of high-end clothing stores in major retail enterprises in China increased by only 10%, an increase of 11.5 percentage points lower than the overall level, and a 12.7% decline in the volume of retail sales.

In 2011, ZARA, H&M, C&A, GAP and Uniqlo continued to develop rapidly.

The number of stores in China continues to grow rapidly, and the trend towards the two or three line is obvious.

According to statistics, the proportion of two or three line cities in ZARA and H&M opened up more than 80% in 2011, 82.8% and 83.9% respectively.

According to the statistical results of the brand concentration of 16 kinds of clothing products of the major retail enterprises in China, according to the statistics of the China National Business Information Center, in 2011, the total number of the top ten brands in the 16 categories of clothing products accounted for more than 50% of the total 4 categories, which was basically the same as last year.

The China National Business Information Center predicts that clothing prices will slow down in 2012.

The sharp slowdown in the actual sales growth caused by the price increase in 2011 will trigger the deep thinking of clothing manufacturers, middlemen and retailers on the pricing of clothing.

At the same time, the drop in prices of raw materials and the increase in exports to domestic sales caused by foreign trade pressures will make the price increase of clothing in 2012 slower than that in 2011.

At present, China's clothing consumption is expanding in scale, and the relative rigidity of consumption is relatively strong. The slowing down of price increases is expected to drive up the growth of sales in 2012, thus ensuring that the growth of clothing consumption in 2012 will remain stable.

Differentiated clothing will continue to emerge.

At present, the current situation of homogenization and simplification of goods in China's clothing market is hard to satisfy consumers' demand for diversification and personalization of clothing consumption. Meanwhile, due to the large income gap between residents, the different income groups show more and more obvious differences when dealing with the rise of clothing prices. Therefore, it is expected that differentiated clothing will continue to emerge in the future.

More and more garment enterprises will use the capital market.

At present, China's clothing market has entered the stage of brand competition. Therefore, only good brand management can ensure that it will not be eliminated in the market competition, but the operation of brand will not only take a long time to accumulate, but more importantly, continuous financial support.

Garment enterprises will continue to develop multi brand strategy.

The market is becoming more and more diversified, and consumers' demand for personalized clothing will become more and more vigorous. More clothing brands are needed to meet their individual needs. Therefore, multi brands are still the trend of development.

Competition in the online sales market will become increasingly fierce.

From the development trend of 2012, as more and more enterprises develop online, the number of apparel online sales enterprises has increased significantly. Online sales have entered the period of fighting for funds, prices and channels. At the same time, in order to regulate the market, relevant government departments are gradually increasing the supervision of online sales, such as increasing taxes and selling authentic clothing, which will lead to a large number of enterprises facing the danger of being eliminated.