"Little Shu Zhuang" Opens The Third Battlefield

In recent years, as some international women's wear giants continue to expand their efforts to expand the Chinese market, the women's clothing market's "gunpowder flavor" is becoming increasingly strong.

Talking about the current Women's wear Market, an industry insider said with emotion, now is not "MadeIn China", but "SaleIn China" - the global vision is focused on China, China has become recognized as a good brand consumer market, foreign women's clothing giants have entered the Chinese women's clothing market and occupy the leading edge.

According to a statistical data from the China National Business Information Center, the top five brands in the Chinese women's clothing market are all foreign brands, followed by IgG, ONLY, ESPRIT, Eiger's weekend (VEROMODA's second tier brand) and VEROMODA. The situation of China's own brand women's clothing is very grim.

General manager of domestic women's clothing manufacturer YIGUE (Yi Gu) Wu Hong Hong It is said that at present, the main battleground of women's clothing attacking by international giants is mainly two pieces of girls' clothing and mature clothes. Among them, the big girl companies in the field of girls' clothing are gathered and the competition is fiercer. For example, ONLY, ESPRIT, and AGG are all focusing on this market. The target consumers of teenage girls are usually women aged between 17 and 24. Women in this age group generally accept the international fashion concept, which results in a relatively small regional cultural difference in the girl's clothing brand, and the development of international brand is very fast in China.

　　 Ripe women's wear The market has also been in full competition for many years. At present, the market structure is relatively stable, with Baozi and brother as the representative brand. Among them, Baozi entered China earlier and played the leading role in the production of mature products. The market of women's clothing is characterized by good product quality, high price and stable target consumers.

To this end, the domestic brand has finally chosen the "soft rib" of the international giant, to carry out key breakthroughs, and to set up the "third battlefield" - "Xiao Shu Zhuang". To grow up from a teenage girl, about thirty years old, the middle and top executives of the company have already taken away the girl's avant-garde. They also stressed that maturity does not mean that they are old. Faced with the strong pressure of international famous brands, some new women's clothing enterprises have seen the business opportunities in "little Shu Zhuang", and have launched the brand positioning in the blank area of the market. Among them, there are sexy and enchanting routes, there are leisure and avant-garde routes, there are sweet and restrained routes, a time, all kinds of styles competing to bloom.

The women's clothing brand, which is also represented by Yi Gu, implemented the strategy of brand segmentation. After the girls' dress, Shao Shuzhuang and the maturing women's wear, the cake of the women's clothing market was again segmented. Founded in 1999, Yi Gu has cut out the most fashionable women's clothing that has the most "money" in Xiao Shu Zhuang. The fourth battleground of women's clothing, which is broken down from the little Shu Zhuang, is aimed at the highly educated, happier, more tasteful and pursues women in China. The age group is located at around 30 years old. The main consumer groups include the company's middle-level managers, bank staff, teachers, medical workers and so on. Fashion knows women's clothing is the fourth category of women's clothing, fashion ladies executives finally have their own clothes. This fashionable dress in Chinese women's dress is a beautiful banner. Not long ago, when it appeared at the fair, it attracted a lot of admiration, romantic French sentiment, graceful and intelligent, low-key and luxurious style. It tells the story of spring, summer, autumn and winter in fashion, intellectual women. In major department stores, this phenomenon can be more directly reflected.

The survey by relevant agencies shows that the average consumption of Chinese women has reached 100 billion yuan a year. In the actual consumption composition of contemporary women, clothing accounted for thirty-five point four percent, beauty accounted for 2.9%, books, films, CD accounted for eleven percent, communication and tourism accounted for eight point four percent, study eight point one percent, and food and transportation accounted for eight percent. The cost of buying clothes and apparel comes first. From the analysis of consumption level, the consumption group of high-grade, medium and low-grade clothing is spindle type distribution, that is to say, the largest number of consumer groups in mid-range clothing is also a consumer group. Prices in the first tier cities belong to the mid-range, second tier cities belong to the middle high, is acceptable to the masses of consumers. At present, there are more than 150 stores in Beijing, Shanghai, Shenzhen, Hangzhou, Tianjin and Xi'an. It is predicted that in the next two or three years, YIGUE (Yi Gu) will have an explosive growth in the terminal market.