China'S Women'S Clothing Industry: New Opportunities And Challenges In The Post Crisis Era

The women's clothing industry in the post crisis era is faced with a series of new opportunities and new challenges in 2010.

Women's clothing industry is changing frequently.

From the characteristics of the development of women's clothing industry in China, the first is the change of consumption concept and awareness.

With the improvement of education level, the development of multiculturalism and the increasing economic strength of young women make the consumption concept of female consumers constantly changing.

The trend of pursuing self style and perfect individual is increasingly showing that more and more female consumers dress up to be individualized and choose clothes that they like. The majority of women are willing to show their cultural level and taste with clothing, while women consumers of all ages ask for brand clothing more and more.

Secondly, the market is fragmented, and the international brand layout in China is becoming increasingly fierce.

If we analyze the market structure in a global perspective, we can see that European and American brand ladies are firmly occupying the leading position of the industry with their brand influence and market scale. Korean women's clothing, especially the recent Korean dress, stands out among young people and has gradually introduced the fashion trend of young people around the world.

The status and influence of Chinese women's clothing are relatively weak. They lack both well-known international brands and fashion elements.

With the acceleration of the internationalization of the garment market, the women's clothing enterprises with unknown location will face fierce market competition.

Only by relying on accurate market segmentation and positioning can the women dress practitioners accurately judge the market trend and their position, cooperate with the corresponding market behavior, and survive and develop in the future competition.

At present, the brand of foreign women's clothing has begun to accelerate the expansion speed in China. H&M, C&A have poured into the Chinese market and occupy the leading edge, and the GAP of the United States has opened shop in China.

As they continue to expand their efforts to expand the Chinese market, women's clothing market competition will become more intense.

There are a large number of women's clothing enterprises in China. There are many problems such as high inventory, slow turnover speed and homogenization of products. At the same time, consumers' loyalty to women's clothing is low, and the market share is unstable.

The market competition pattern of Chinese women's wear industry is rapidly changing from the past price competition to the competition of the comprehensive factors such as style, fashion, sales environment, cultural details, brand status and so on.

Coupled with the increase in production costs, sales decline and profit margins of garment enterprises this year, some garment enterprises have shifted their focus to the two or three tier cities, taking the second tier cities as the entry point for their development and expansion, bringing the fierce market competition to the original two or three line area.

Thirdly, the design power is relatively weak.

Women's clothing has the characteristics of novel design, high technology content, strong fashion, small batch, short cycle and fast change. It can be said that design is the soul of women's clothing.

The design strength of Chinese women's clothing mentioned here is weak, which mainly includes two aspects: the first is the gap of cultural connotation.

Although many excellent and highly educated designers have sprung up in China, our design and aesthetic education are more derived from the essence of foreign countries, and can not fully represent the unique cultural heritage of China. Second, the ability to design is constrained by the technology and equipment left behind by some enterprises, and the matching of accessories and accessories can not keep up with the development of design. Many good design works can not be the perfect clothing products.

Fourthly, women's clothing brand enterprises with considerable strength are rapidly rising.

Although we are faced with many difficulties, we must not belittle ourselves.

Europe and the United States brand women's clothing market has a history of 100 years, representing the mainstream trend of today's women's clothing industry.

The Chinese brand women's wear business has only just begun since the early 90s of the last century. Just like the Chinese economy, although it started late, it developed very rapidly. The way that European and American brand ladies wear every ten years, the Chinese brand women's wear may only take 35 years to finish.

In recent years, with the rapid development of women's clothing market and the gradual intensification of competition, a number of women's clothing brands with considerable strength have emerged in the survival of the fittest market, and the industrial clusters with obvious regional colors have been born.

At the same time, many large women's clothing enterprises have extended more than one brand at present. Chinese women's clothing enterprises are moving from single brand to multi brand and multi category to realize brand strategy.

Finally, diversification of sales channels.

With the rapid development of garment industry and the continuous increase of consumer demand, the sales channels of clothing commodities in China have changed greatly.

The marketing channels of garment enterprises are not only limited to traditional shops, self built channels, and stationed in large shopping centers in the form of exclusive stores, but also focus on building new multi-level sales networks, such as new high-end flagship stores, clapping stores, online stores, Advanced Custom Stores and supermarket stores.

Since 2009, many garment enterprises have opened online stores such as online stores and specialty stores. In the Taobao mall, hundreds of clothing brand manufacturers have set up official flagship stores, such as Euro hour, Yi Hui, Esprit, Taiping bird and so on.

Consumers can find the latest and most fashionable products on the Internet, satisfying the consumption psychology of the new generation of consumers in pursuit of fashion, convenience and experience.