In 2012, Who Stirred Up The Women's Clothing Market In China's Apparel Industry?

The women's clothing industry has made remarkable progress in the past year. The list of garment enterprises listed on the market has begun to show the appearance of women's clothing enterprises frequently. The internationalization of women's clothing brands is also extending step by step. Especially in the high-end market, women's clothing enterprises still have huge room for development.

The significance of listing

Women's clothing industry will usher in a wave of market in 2012, which will further speed up women's wear. industry Change. The emergence of women's clothing listed companies will further aggravate market competition, and at the same time, it will form a greater pressure on other listed companies that fail to prepare for listing, so as to accelerate market differentiation.

Following the listing of baozi international exchange in 2003 and Kaiser in 2010. Shares After listing, in 2011, the domestic high-end women's wear camp will reproduce the capital figure. It has become the first pure middle and high-end A shares. Women's wear Listed companies. At the moment, he has adopted multi brand development strategy. The core brands include LAN Zi, Rhine and Chao Ke series. The retail price of the main products is between 2000~5500 yuan.

Besides Lang Zi, women's clothing enterprises such as Shu Lang and lady's house have also applied for listing. Although all two have been denied, they can reflect that after the men's wear, sports shoes and clothing, home textiles and other plates, the atmosphere of the domestic women's clothing market is becoming increasingly strong. Although in the past year, the outcome of the Chinese clothing enterprises' listing is not satisfactory, but the success of Alice indicates that the women's clothing industry will usher in a wave of listing in 2012, which will further accelerate the transformation of the women's clothing industry.

There are many brands in the women's wear market. The international brands include baozi, ONLY and so on. The regional characteristics of domestic brands are quite obvious, mainly in Shenzhen, Guangzhou, Shanghai, Hangzhou and Beijing. The luxury brands are basically monopolized by international brands, including LV, DIOR, etc.. Five. The mature women's clothing market is dominated by domestic brands, including long Zi, Mass Phil, white-collar, European time and so on. The brand share of girl's clothing market has absolute advantages, including ONLY, VEROMODA, ETAM and so on.

Compared with luxury brands and girls' brand, the distribution of mature women's clothing brands is more dispersed. Baozi, Ya Ying, Mass Phil and so on have national fame. The listing of Mass Phil Ma will further exacerbate its competition with Baozi and Taiwan, and will also create a greater pressure on other listed companies that are not ready to go public, so as to accelerate market differentiation.

Connotation and denotation of internationalization

In addition to listing promoting the development of women's clothing enterprises, internationalization is also one of the most important measures for women's clothing enterprises. But what needs to be recognized is that Chinese brands must first do well in their own markets. Internationalization is not a simple step towards the international market, but rather how China can play its international role and further integrate its international resources.

There are 3 common ways to internationalize, to register foreign brands abroad, and to cooperate with international fashion brands to attend exhibitions abroad. Shenzhen women's clothing is the typical representative of the latter. Since 2008, Shenzhen has participated in 3 London fashion shows and successfully hosted the fashion Shenzhen event. Subsequently, the Shenzhen fashion industry promotion conference was held in Rome, Italy.

In 2005, Jiangnan cloth began the international journey. Moscow, Tokyo, Hokkaido, Nagoya, Georgia, Barcelona, Seoul, New York... Jiangnan Buyi's new overseas stores are everywhere. In addition, Chen Lingmei, the chairman of the winner's clothing, said that in 2012, the brand of nlth will open its first store in Bond Street, London.

Unlike the international route, some brands are not eager to go abroad, but to deepen the domestic market. In April 2011, the top luxury brand OBBLIGATO (Olga To) of the fashion group was formally placed in the three leading fashion centers of Beijing, such as the Xinguang world, the Hangzhou Tower shopping mall and the Taiyuan's Wangfujing. It is showcasing fashion and luxury with CHANEL, PRADA, GUCCI and other international brands.

So far, the Shenzhen film fashion group has five YINER brands, PSALTER poetry, INSUN grace and SONGOFSONG songs. The strategic layout of its brand from high-end, high-end to the top luxury consumption has been fully formed, and Shenzhen movie fashion group is fully displayed in the domestic women's wear industry.

Xia Guoxin, chairman of the company, also said that if Chinese brands want to become international brands, they need to start their flagship stores in the international metropolis first, and they can get the approval of local consumers and occupy a certain market share, so as to say that the brand has taken the national door. Now many brands choose to go abroad later, because the Chinese market has more room for growth and growth compared with the international market. As a Chinese brand, we must first do well our own market.

Wang Zhuo, Secretary General of China Garment Association, stressed that internationalization is not a simple step towards the international market, but how China can play its international role and further integrate its international resources. "If many enterprises invite overseas design teams to carry out product design and development, ODM processing abroad, and the introduction of international industrial chains, all of these belong to international development."

Making articles in high-end areas

In the past, the famous women's clothing only had a higher brand recognition in the consumers of one area, but this situation will soon be broken. There is reason to believe that the leading brand of Chinese women's clothing industry will soon appear.

According to Euromonitor International statistics, the annual sales volume of China's women's wear industry is more than 300 billion yuan, and the retail sales volume is over 4 billion. The market capacity is huge. But on the other hand, the women's clothing brands whose sales income exceeds 400 million yuan does not exceed 10, and the degree of concentration is not high. This also provides the possibility for enterprises to locate in high-end brands.

At the same time, although the international front-line women's clothing brand is well known, there are not many people who really have this consumption ability at this stage, and the market space is relatively narrow. The promotion and recognition of international two or three line brands in China is limited. Therefore, domestic independent high-end brands are in a good period of development.

But it can not be overlooked that at present, Burberry, MontBlanc, Armani and other major international brands have gradually returned the Chinese agents to the battalion and tightened their horses in the two or three tier cities. In the prospectus, he also said that with the increasing attention and penetration of the international high-end brands to the Chinese market, the future competition in the field will be fierce.

At present, the trend of brand, scale and fashion of Chinese women's wear is becoming more and more obvious. The women's clothing brand enterprises with considerable strength are rising rapidly, such as movie, Song Li Si, Jiangnan Buyi, white-collar workers, exceptions, capital operation and brand internationalization will be the next development focus of many women's clothing enterprises. These brands will become a strong factor in the Chinese women's clothing market.

All along, the regional characteristics of Chinese local dress brands are quite obvious. Some famous women's clothing brands only have a higher brand recognition in the hearts of consumers in one region. But from the development trend of the entire women's clothing industry, this situation will soon be broken. There is reason to believe that the leading brand of Chinese women's clothing industry will soon appear.