The First Half Of 2013 China'S Clothing Brand Popularity

< p > "exception" appeared at the moment of the Chinese wind made by the airport aerostat in Moscow airport. Fast fashion in Chengdu, a large and bright flagship store occupied the market. There was also a downward movement in the latter half of last year. < a target= "_blank" href= "http://www.91se91.com/" > dress < /a > store nightmare. This year just six months, the clothing industry has experienced many ups and downs.

Domestic bright eyes < /p >

With the exception of P and ma ke Liang, a wave of Chinese design and made in China has been launched in the national market.

Consumers in Chengdu are also paying attention to China's local a target= "_blank" href= "http://www.91se91.com/" > clothing "/a" brand.

In Renhe Spring, the women's clothing counters on the third floor and the four floor of the Wangfujing department store, the reporter saw the bright colored Zuczug element, the good poem embroidery brand, the partial literature and art and the more leaping color department's LAN brand counter.

According to a dealer in Chengdu, China's local garment industry has already formed the trend of dragons in recent years, especially targeting the local brands of young and middle-aged women with great consumption and accumulating huge brand capital and customer resources.

Like the Mass Phil brand, the annual sales volume has been broken by tens of billions, and the brand of the brother who is also mainly run by middle-aged women in Taiwan is also broken by 5 billion.

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< p > in the random interview of shopping malls, most of the female consumers said that the bags of LV, Dior and Prada of the expensive price would go to Paris to buy, but a target= "_blank" href= "http://www.91se91.com/" > clothes "/a" was still willing to buy directly after the shopping mall counters were tested. First, the local brand prices were more moderate. Two, the design and size were also more suitable for the Asian body shape. Three, the local clothing brand design sense was more and more similar to the big brands, and the personality was also very distinct. This is also the reason why Chinese clothing brands suddenly caught the eye in the first half of the year.

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< p > strong > fast fashion expansion < /strong > < /p >

< p > if the consumer group of the domestic clothing brand is on the high side, then the fast fashion clothing brand represented by ZARA, HM, GAP and UNIQLO is younger and more active in the market.

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Standing at the most prosperous Zhongshan square in Chengdu, the four brands are standing in the form of large shops or two storeys. For such clothing brands, there are no small and beautiful concepts. They all appear in front of our eyes with expansive publicity and strong scale effects. P

In our first half year's fashion consumption survey, we found that the acceptance and brand differentiation of fast fashion in Chengdu consumers are also gradually clear.

In ZARA and HM, they can always pick their favorite trend, enjoy the first-class design and the second class quality with the three stream design. They can buy basic leisure funds, cheap prices and special discount from time to time in UNIQLO and GAP.

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< p > < strong > sportswear is weak, < /strong > < /p >

< p > the clothing market is so large that the total capacity has not increased much. When the fast fashion is expanding rapidly, sportswear has been seriously squeezed. This situation has lasted from last year to this year.

In the similar price range, the fast fashion crazily opens the shop, but the domestic sports brand represented by Lining, Anta, 31st degree, XTEP, PEAK is crazy shop.

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< p > in the past few years, there are not so many fast fashion choices in the market. How much sports and casual clothes are loved by consumers, young girls in Chengdu even pay for online discount cards to buy 10 percent off of sports wear. But the scenery is not long. In the 9 consecutive months, PEAK closed 1067 stores nationwide, Lining closed 952 stores in 6 months, Kappa closed 569, Anta closed 110.

Behind this series of figures is the dilemma of sportswear.

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< p > in order to sell high inventory, brands can only sell at a discount, but the decline in unit price will lead to a decline in the whole revenue, and then a decline in brand positioning. Finally, we have to close the stores that are not ideal enough. Brand names are called "channel optimization", but the current decline is not the one reason for the channel.

Especially in the post Olympic era after 2008, the movement of sportswear has not been able to appear. Nowadays, the way of life of young men and women living in the house makes the sport less fashionable, and there is a long time ago the mode of agents (brands sell wholesale goods to distributors instead of goods), leaving domestic sports brands at a loss.

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< p > it is Adidas and Nike big brands that insist on Sports genes and provide the best sports equipment for athletes.

Adidas introduced the light fashion accessory lines like clover and Neo Labal. Nike spent energy and time to advocate the benefits of sports so that young people could get out of their homes and start sports.

In a survey released by Nike, in China, compared with 1991, the amount of exercise decreased by 45%, and it is expected to decrease by 51% by 2030.

Nike recommends that children should receive scientific physical education and engage in active sports so that sports can become a part of our daily life.

Although people who choose to accept Nike's sports concept do not always choose Nike clothing, Nike is still promoting the industry.

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"P > < strong > popularized in Chengdu more than /strong > < /p >

< p > Tommy Hilfiger, the fourth largest brand in Asia, opened in Chengdu. This is also the first experience shop in mainland China. During the fortune forum, the British dress brand Byford moved the Big Ben and leisure clothes of Great Britain to Chengdu Wangfujing; Sheme a target= _blank _blank href=, http://www.91se91.com/ > shoes < /a > sponsoring Grammy concert, well captured the promotion of brand image and product promotion.

It is said that the clothing industry has been seriously affected by online shopping. But in the first half of the survey, we found that consumers are divided into two categories: one kind of love house is at home, sensitive to price, any consumption is online, clothing purchase is the first among them; another kind of consumers are more happy with real life, like people who experience and contact the real world, are less sensitive to price, have impulse buying, and like to go out to experience group life. This part of the crowd is also the reason why brands insist on choosing Chengdu to do the promotion on the ground.

The head of several major department stores in Chengdu also revealed to reporters that the activities of the clothing brand in the second half of the year will be more and more exciting. Let's wait and see.

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