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From The Present Situation Of Women'S Clothing Development To See Its Future Development Direction

2012/12/28 18:46:00 24

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Stock Shenzhen Women'S Wear Brand Hangzhou Women'S Wear

Less than P, however, it is gratifying to note that women's clothing industry has gone smoothly through this 2012.

At the same time, from the current situation of women's clothing development, we can get a glimpse of the general direction of its future development.

the development of women's clothing industry in China

< < a href= > http://www.91se91.com > > women's clothing industry < /a > has been adversely affected by the complex and changeable economic situation at home and abroad. The market demand at home and abroad has obviously weakened, and the growth rate of main economic indicators such as production, export and investment has been slowing down continuously, and the efficiency of enterprises has slipped.

data show that in 2011, the retail sales of women's clothing in major large retail enterprises increased by 23.66% over the same period last year, an increase of 4.43 percentage points lower than that in 2010, and retail sales grew by 6.25% over the same period last year, an increase of 5.78 percentage points lower than that in 2010, and the lowest increase since 2003.

In July this year, the retail sales of women's clothing in major retail enterprises nationwide remained stable, up 17.48% over the same period last year, and the growth rate was higher than that of the same period last year.

Affected by the slowdown in domestic demand growth, the retail sales of women's clothing in July were 11 million 516 thousand and 500, the growth rate slowed down, an increase of 1.85% over the same period last year, and the total retail sales of women's clothing increased to 82 million 188 thousand and 900 in 1-7 months, an increase of 2.44% over the same period last year.

from the above data, we can see that the slowdown is a situation in the development of women's clothing industry.

However, it is noteworthy that the entire garment industry is also facing the reality of slower growth.

Wang Zhuo, Secretary General of the China clothing association, said in an interview with our reporter that the domestic garment industry should continue to adapt to the development trend from high speed growth to low speed growth in the past.

first of all, the capacity problem of garment enterprises should be paid attention to.

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the increase in inventory makes the turnover of products slow down, occupying the working capital, which does not conform to the sales characteristics of the women's clothing market and affects the sales performance.

At present, enterprises do not have many ways to deal with inventory. They often use discounts and other means. While cleaning up inventory, the marginal effect of the brand may be affected.

not only for women's clothing, "< a href=" http://www.91se91.com/news/index_cj.asp "> inventory < /a > is the key word of clothing line in 2012.

The media is particularly concerned about the inventory problem in the domestic apparel industry: media reports indicate that only 22 A shares listed companies have reached 38 billion 200 million yuan in the third quarter, which is very surprising.

Through the analysis of the relevant financial data of garment enterprises listed in China, the media concluded that the current clothing industry was deeply involved in the "inventory crisis" conclusion, and even concluded that "the national clothing enterprises stock is enough for the Chinese people to wear for three years".

In this regard, the China clothing association has clarified the rumors of "inventory crisis".

, however, we should also see that, with the weak domestic market consumption, the unreasonable growth of some domestic brand clothing enterprises at present.

In this regard, enterprises have taken various measures to actively digest inventory.

For example, through product planning, pricing control and other means, adjust production procurement and sales order size, improve market forecasting ability; through online online sales, set up < a href= "http://www.91se91.com/news/index_c.asp" > discount shop < /a >, increase sales promotion efforts; strengthen internal management, improve information control, terminal sales ability, effective allocation of goods, etc.

secondly, the international and domestic market environment is not optimistic.

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at present, in terms of external demand, the order of enterprises has declined rapidly, the export volume and price of export oriented enterprises have dropped down, and the domestic market demand has also declined, and the deceleration trend is still continuing.

The output of women's clothing enterprises has declined, sales have slowed down, the growth rate of enterprise investment has slowed down obviously, and the efficiency of enterprises has shown a downward trend.

again, new marketing methods emerge one after another.

E-commerce, especially the subsequent micro-blog marketing, has brought great changes to the marketing philosophy, marketing methods and marketing input of enterprises.

Microfilm, WeChat and micro-blog have become important media and promotional tools for brand communication and marketing.

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for example, in June 24th, Shenzhen women's clothing brand JESSIE- Jesse first invested in the production of urban white-collar female micro films in Qinghai satellite TV, Xiamen satellite TV and major video websites.

In addition, the famous Amoy women's clothing, Yin man, is the first person to lead the team in the Amoy brand. The four year is a disease.

when some brands are still struggling with how to squeeze into department stores, some brands have made a new way to explore new sales channels and marketing models.

Hangzhou Jiaxi Clothing Co., Ltd.'s new classical Chinese style of talk about the promotion of the brand, has chosen a very forward line - Mobile APP marketing, that is, mobile application client marketing, this is a new emerging media marketing means.

finally, the color of women's clothing is obvious.

At present, the regional brand of women's clothing in China is very obvious. The brand's product capability, market environment, competition factors and survival pressure have further affected its further development.

in the current domestic women's wear layout, Shenzhen women's wear and Hangzhou women's wear are more representative. They are typical examples of the regional development of women's clothing brand in China.

Now, the women's clothing industry in Shenzhen has gradually formed a complete and perfect industrial system and gathering advantages. A large number of well-known women's clothing brands have emerged such as "Ma Tiannu", "maasfield", "Song Li Si", "movie", "Providence", "Euro bran", "lady's house" and so on.

At present, Shenzhen has become the "city of women's clothing in China" and has formed the industry pattern of "Chinese women's clothing watching Shenzhen".

however, Shenzhen women's clothing is also faced with bottlenecks such as land resources, labor costs and so on.

Shen Yongfang, President of Shenzhen clothing association, said that when Shenzhen's manufacturing industry was diverted, enterprises could consider Vietnam, Philippines and other countries or establish factories in Yunnan, Sichuan and other western regions.

for Hangzhou women's clothing, from the original gentle development of Jiangnan Water Village to the present hundred flowers bloom, for example, the nature of Jiangnan cloth, the blue and blue occupation, and the romance of the ancient wood and the sunset have not only added a splendid touch to Hangzhou fashion, but also laid a pivotal position in the Chinese women's wear.

Most of the women's wear brand designers in Hangzhou come out of professional colleges. The background of academic background has made the name of Hangzhou women's wear "academy".

in addition, Hangzhou women's clothing is mostly in small and medium-sized enterprises, and there are also some problems in employment, capital loans, land and so on.

Sun Ruizhe, vice president of the China Textile Industry Federation, believes that building regional brands is an endogenous demand for economic development. It is also an inevitable requirement for the pformation of China's textile and garment industry from a big country to a powerful country, and a pformation from a large-scale economy to a value economy. This change calls for a breakthrough in all aspects of science and technology, brand, sustainable development and talents.

the trend of the development of women's clothing industry in China

first, the rise of new consumption power breeds the change of market segmentation.

With the differentiation of consumer groups, the market segmentation of women's clothing brands has also intensified. The consumption of brands has become more specific and subtle, and brand positioning has become more and more clear.

With the gradual growth of the post-80s group, this group represents a new generation of fashion consumption outlook in China and will become the main force of fashion consumption.

In a sense, P is not only the backbone of China's fashion consumption trend, but also a weathervane for the future of brand operation. They represent a new generation of Chinese fashion industry consumption concept, and represent a new brand of new consumption power.

Li Kailuo, an economic research expert in China's famous fashion industry, believes that China's fashion industry structure is changing with the upgrading of the new generation's consumption ability. Various fashion brands and even some world famous brands have adjusted their brand development routes, and have gathered their attention to this group of young people in order to cope with this sudden change in consumption.

two is still a hot spot in capital market.

At present, the industry of women's clothing is in a golden period of development. The listing of financing is an important step to achieve leaping development.

In 2011, a number of women's clothing enterprises IPO were not involved in such issues as continuous profitability, standardized operation, financial accounting, independence and subject qualification. The key point is the lack of profitability, the core competitiveness is difficult to sustain, and the ability to resist risks is weak.

Langer is the first female garment company listed on A shares in China and landed at the Shenzhen Stock Exchange in August 30, 2011.

According to the prospectus, the 50 million shares were distributed by the company, which accounted for 25% of the total share capital of the company after the issuance, and the planned capital raising was 850 million yuan. According to the urgency, it will be used for 587 million yuan in the marketing network construction, 139 million in the extension and expansion of the Beijing production base, and 68 million in the design exhibition center and 55 million in the information system.

Shen Dongri, chairman of this company, boarded Forbes's "global fashion 25 Chinese" list this year.

Some analysts believe that Shen Dong day's list or success led him to enter the capital market and become the representative brand of high-end women's clothing.

in fact, many years ago, insiders said that the battle to be launched in the future may not be "brand war", not "price war" or "channel war", but "capital war".

with the segmentation of the market, the brand will be further concentrated, and the fine category will go to "integration". The intensification and collectivization of the clothing brand will be the inevitable development of the garment industry.

The number of clothing listed companies will increase rapidly. IPO (initial public offering) and capital market refinancing are not only the main channels for enterprises to directly finance, but also the important ways and means of resource integration.

three is emerging marketing means in the ascendant.

At present, including micro-blog, WeChat, micro film and so on, has become an important tool for brand promotion and dissemination. "Micro marketing" will become an important part of enterprise market operation with its "fast dissemination, accurate positioning, low cost and good feedback".

Web2.0 has brought great changes to media and marketing. Marketing thinking has also changed. Experience, communication, diversity, creativity and relevance become the new trend of media and marketing.

With the maturity of portals, new media such as online magazines, communities, forums, blogs, micro-blog and microfilm are emerging in the new media.

These new media undoubtedly bring new channels and ways to marketing.

The interaction between P and new media, including micro-blog, is more consistent with the purpose of modern marketing concept in this era of advocating experience, participation and individuation. Behind the interaction is communication. Through the characteristics of new media, new media marketing helps to establish a gap between brands and consumers.

A good interactive design can provide a lot of space for marketing, make communication between brands and consumers more convenient and easier to build relationship marketing, and the personalized needs of consumers are easy to meet, so as to achieve good marketing communication effect.

four is an indispensable channel for e-commerce.

From the first quarter of 2012, Taobao's statistics show that the original brand of domestic women's clothing has jumped from 13% of Taobao's clothing to 40%. The personalization of original brand and the sensitivity to the trend of fashion have attracted more and more online buyers.

"P" only take this year "double eleven" for example, Tmall created a 19 billion 100 million yuan sales record, almost stunning.

According to the introduction, on the same day, Taobao sold more than ten million yuan, 70%~80% is a clothing brand enterprise, especially the traditional clothing brand enterprise.

The new business mode represented by E-business is undoubtedly impacting the traditional business mode of garment enterprises.

Although there is still a long way to go for the brand of electric business, there is still a lot of work to be done, but its current development situation proves that this way of channel is indispensable.