How Long Will The Four Phenomena Affect The Brand'S Fate?

This year, the garment industry has undergone rapid and tremendous changes. First of all, from the younger generation to become the main consumer group, credit consumption has greatly increased their purchasing power. They are pursuing new, personality, social interaction, cost-effective, patriotic characteristics and dominate the whole market. Secondly, the economic recession has also led to changes in the overall consumption habits. Some people have abandoned the high and constant brand and turned to the brand new emerging domestic products with high cost performance. In addition, the channel also affects the development of the brand. The channel of e-commerce still brings dividends to many brands, and also eliminates a number of backward brands. The reasons for the rise and fall of clothing brands are complex and changeable. Let's take a look at the winners and losers of the garment industry this year.


1. China is the biggest battleground of luxury industry.


Recently, Bain and the Italy luxury goods industry association Fondazione Altagamma jointly released the 2019 global luxury industry report (Autumn Edition), showing that the overall sales of China's luxury goods market increased by 26% in 2019, and the contribution rate of Chinese consumers to the global personal luxury market continued to grow to 90%. In addition, online coverage has been expanding, and young groups are most active, becoming the two major trends.


In recent years, China's overall income has been rising, and the number of middle class families has been increasing. Nowadays, the family environment of young people is relatively superior. With the popularization of loans, credit cards, flower and other consumption patterns, and facing the great pressure and the overall economic recession, the pleasure of being happy has become the popular concept of life among young people. All this makes young people's disposable amount greatly increased and more dared to spend. In addition to pursuing individuality, social interaction has become one of the reasons why they buy luxury goods. Besides, for this generation of young people, fashion is no longer on the high side. It seems to have penetrated into their daily life. In addition, Dior, Gucci, Burberry, Maison Margelia and other brands have opened up e-commerce channels and social media marketing, and also promoted the sale of luxury goods in China.


Because of many reasons, Chinese consumers' enthusiasm for luxury goods has not been reduced, which has directly led to the huge profits of luxury brands in China. This year, luxury goods have accelerated the layout of the Chinese market, which means that luxury goods still have huge room for growth in China. In addition, more international department stores, e-commerce platforms, tide cards and so on have begun to enter the Chinese market.


Two, fast fashion declining


In 2019, fast fashion brands were not easy in China. In April, Forever 21 closed its flagship store, the official website of China and Tmall and Jingdong, and formally launched China in May. The fast fashion giant Gap announced that its cash cow Old Navy will be withdrawn from the Chinese market from 2020.


Fast fashion, which is characterized by "fashion not expensive", is popular with young party workers and young office workers in the early years. However, in recent years, the fast changing market in China seems to have grown feeble. From the perspective of consumers, most consumers do not have a certain degree of loyalty to them. They are just looking for cheap alternatives. Now they are gradually being discarded by consumers because of their quality, plagiarism, big style, single style, low cost and so on. In addition to its own shortcomings, the emergence of electricity providers and upgrading of consumption have also become the current situation that fast fashion brands need to face.


At present, ZARA and H&M, which are relatively well operating, are looking for new breakthroughs in the fields of sustainable development and rental services, but there are still no good results. A few days ago, Wuhan ZARA collective shop time also caused a lot of doubt, whether the future fast fashion can turn the tables is still a big challenge.


Three, stick to traditional domestic brands and dismount.


In November of this year, rich birds were delisted from Hong Kong stocks. Daphne's April earnings report showed a loss of 786 million 600 thousand. After the merger of BELLE, it is now undergoing a difficult transformation. Nowadays, running shoes, board shoes and other sports shoes seem to be more popular among the younger generation of consumers. These immutable old shoe brands do not seem to be able to keep pace with the times, as well as the impact of e-commerce platforms and international brands.


Look at the brand of sports shoes with strong momentum. In the early years, the brand of Anta and Lining had disappeared. It can be seen that even if the whole industry is optimistic, if it fails to keep pace with the market, it will be eliminated by the market.


Underwear brand, urban beauty, annual loss of one billion news also witnessed the changes in China's underwear market. The rise of women's strength and the change of women's social attitudes have resulted in their changes in the consumption concept and dress requirements of underwear products. Nowadays, women are more interested in simple and comfortable fashion. If they stick to the traditional female style, such as sexy and sweet, do not update the vulgar and aging brand image in time, if they do not optimize the supply chain and channel in time, and adopt a new marketing mode, they will eventually be eliminated by the market.


In addition, La Natsu Bell applied for 550 million loans and daily fashion shops, and some domestic brands were gradually eliminated by the market because of unreasonable layout, old brand image, and no good communication with consumers.


Four. The national tide is at that time.


Compared with the backward brands mentioned above, domestic brands are quite close to the times and even lead the young consumers to move forward.


China Economic and social economic think tank and Zhong Chuan Jingdong big data joint laboratory jointly released the 2019 "new domestic product" consumption trend report. Over the past year, more high quality and high value Chinese brand goods have been favored by consumers. The amount and amount of Chinese brands are higher than those of international brands. In addition to rising patriotic enthusiasm and cultural self-confidence, price performance is another major reason why young people love Chinese goods.


With Lining's high-profile singing in New York and the high tide of "chao chao", the OEM symbol represented by Lining quickly swept across China in the way of the current fashion trend. As the most valuable brand of domestic sports shoes and clothing, Anta is now focusing on international expansion, and its international market value is also close to Adidas and Nike. The two "chao chao" brands are talking with the new generation of young consumers with the all-around brand strategy, such as product design and brand image, optimized channels, and new retail layout.


Bosideng also relies on Fashion Week show, international masters cooperation, developing high-end high-end market, focusing on the field of professional down clothing and other initiatives to enhance brand tonality, which has aroused great concern from consumers, and has achieved excellent results in double eleven and double twelve. Taiping bird dress is also promoted by the international fashion show, and it also occupies a place in the domestic women's wear market.


Jiangnan cloth clothing relies on the crowd positioning of urban white-collar workers, and the strong fan membership system has become a popular domestic brand in recent years.


The domestic underwear brand NEIWAI is a new generation of domestic brand that has been rapidly rising and occupying the market.


In terms of men's clothing brand, Hai Lan's home, CABBEEN and GXG rely on their respective consumer groups to achieve steady growth.


In addition to the above four categories, UNIQLO, as the leading brand of the "foundation" small profits and quick turnover brand, has won the welcome of the younger generation of consumers with high quality and high cost performance through its joint marketing events, simple and high quality style, and channel access.


In addition, the improvement and development of independent brand collection shops such as DONGLIANG, hughughug and other independent brand designer incubators such as labelhood and Shanghai fashion week helped the independent designer brand babyghost, Esa Liang Liang Bingqin, ANNAKIKI and others to come out with the public.