Development Opportunities Of Brand Clothing In Gourd Society

Compared to "olive type", "gourd" and "olive type" will be more changeable and unstable.

After ten years of rapid development, China clothing The industry has entered a period of adjustment. The "inflection point" feature is obvious: high cost has become the norm of the industry. The rising cost has driven up the price, while the price increase has led to the increase in sales, but it has led to a sharp decline in the volume of sales, international orders have begun to shift, and the signs of overcapacity have become increasingly prominent, while the industry data indicators in the first half of the year are not ideal.

Some people say that China can not make international brands, or even need to try. No, on the contrary, maybe in the next ten years Chinese clothing Create new opportunities for international brands.

Gourd Society

Over the past ten years, although China has jumped from the scale of the economy to the second of the world, from the perspective of social wealth structure, although the social structure of Pyramid type has been broken, the thickness of the middle class is far from enough. It is neither an ideal olive type society nor a M society described by Japanese scholar Kenichi Ohmae. It shows more complex and diverse social structure and consumption patterns, and even conflicts and conflicts.

The rich class has been formed and directly led. Luxury goods Faced with bottlenecks such as that, the middle class and quasi middle class who have crossed the well-off society have not become lucky to become the backbone of the society. They have become an embarrassed sandwich layer. They seem to have a good income and a high quality of life. However, they are spending a lot of money and have great pressure. They even become careless slaves and vehicle slaves. China is carrying out the largest urbanization process in history, forming huge labor resources. Although the income of this class is relatively low, the awareness of brand consumption has gradually awakened and has a strong overall purchasing power. This has brought great opportunities for "fashion to the countryside". The urban fringe and the three or four tier cities in the second tier cities are becoming the key areas of direct competition between international brands and local brands. It will further promote China to become the largest luxury consumer market, and the financial rich middle class will begin to pursue a more quality life.

"Gourd" and "olive type" will be more changeable and unstable. After more than thirty years of reform and opening up, China has accumulated many favorable conditions. Now it is accelerating spanformation and upgrading, adjusting the income distribution structure, will further expand the thickness and breadth of the middle class, stimulate domestic demand through consumption, improve the quality of growth, and promote the spanformation of society from "gourd type" to a more stable "olive type". This deep-seated structural change has brought important opportunities for the development of the brand.

This opportunity can also be seen from historical experience. When the per capita income has exceeded three thousand dollars, the consumption structure and consumption psychology will change dramatically. China's current consumption structure is more similar to that of the US in 70s and 80s, and it is also a critical period for brand building and development. Many American consumer brands also grew up in 70s and 80s. For example, Ralph Lauren was founded in 1967, CK was founded in 1968, GAP was founded in 1969, DKNY was founded in 1988, and so on.

There is "machine" in "danger".

Entering 2012, the economic crisis in Europe and the United States is continuing. China's GDP growth is the first time in three years, "breaking eight", which has a direct impact on the development of the garment industry, foreign trade orders are insufficient, domestic demand needs to be boosted, the overall performance of the data is poor, and the slowdown of development is inevitable. However, it also brings deep adjustment and change opportunities.

Under the pressure of rising costs and rising rents, once the growth rate has slowed down, the traditional problem of small profits but quick turnover of garment enterprises will become apparent. Inventory will be difficult to digest and gross profit margins will continue to fall. It also requires clothing enterprises to adjust their thinking and optimize their structure more actively, pay more attention to cultural connotations, continuously enhance the added value of brands, improve efficiency through meticulous management, and ensure higher profit levels, instead of blindly expanding scale and sales volume.

With the growth of the 80 and 90's new generation of consumer groups, a new middle class is emerging. This is a generation that has grown since reform and opening up. It has been promoting individuality, emphasizing self and being more independent. It is both efficient and impatient. It likes both parity and luxury. It not only focuses on consumption experience, but also cares about brand connotation, which will lead to more market segmentation in the future.

In fact, many brands in the industry take the initiative to adapt to the change of consumption structure, locate the high-end market, and make intensive farming and subdivision, and have achieved good results. The integration of classical and fashionable women's clothing is a highly characteristic high-end dress. Guangdong brand is better than that of eille Finn in the field of golf dress, promoting healthy life, showing fashion movement, high quality and high quality, and integrating professionalism into life together. In the Chinese market, whether it is revenue scale or market share, it has surpassed the same international brand and has become the champion in the field of subdivision. The Beijing women's wear brand white collar has always adhered to the original intention of the brand, has always maintained the high-end high price and high grade, rather developed slowly, and has not lowered its own quality, but has been carrying out the brand idea through better service, giving customers a more extreme service experience and becoming a high-end female dress brand with the combination of fashion and art. For example, Shenzhen women's clothing auspicious garden, based on traditional culture, focuses on Chinese women's clothing, which sells well and insists on the boutique route.

Mode evolution

With the acceleration of globalization, China Clothing enterprise With more opportunities to go out, in brand shaping, operation and management, there are more diverse and flexible ways to achieve cultural spanmission and value embodiment.

In December 2011, China apparel Holdings Limited (1146.HK) was successfully listed on the Hongkong stock exchange, and owns several menswear brands. Its own brand, "LONDON FOG", is a cooperation with the brand management company, Iconix (Ai Connie J), to achieve brand ownership through the purchase of trademark ownership in Dazhong China. This unique way has achieved the integration of brand and capital. On the one hand, the brand autonomy and control have been speeded up. On the other hand, it has accelerated the brand growth. In just three years, the number of LONDON FOG stores in China has increased from 0 to 108.

In April 2012, Aquascutum, a 161 year old British luxury clothing brand, filed for bankruptcy. Subsequently, YGM Trading Co., Ltd., from Hongkong, China, acquired its brand, business and assets at 15 million pounds, including its stores in the United Kingdom, concession and headquarters office buildings, and retained more than 100 jobs in the UK.

All roads lead to Rome. The future of Chinese brands is going global. In the future, Chinese enterprises will achieve internationalization in different ways. Brand mergers and acquisitions will also become normal. Chinese clothing will not remain in the era of cheap manufacturing forever, and will inevitably develop from low end to high end. Brand building and growth is not a day's work, but we firmly believe that China will be able to make international brands, and will also be able to achieve the leading enterprises in the world. Because the most diligent businessmen in China, the largest market is also in China.