China's Women's Clothing Market in 2012

Editor's note: The women's apparel industry has made significant progress in the past year. The list of apparel companies that apply for listing has started to flash on the list of women's clothing companies. The internationalization of women's brands has also been gradually extended.

In addition to Langzi, women's clothing companies such as Shulang and Ladies have also applied for listing. Although both of them have been rejected, it can be seen that following the men's wear, sportswear, home textiles and other sectors, the market for women's wear in the domestic market has become increasingly strong.

Women's wear in the industry in 2012: The leading international branded women's apparel industry has made remarkable progress in the past year. The list of apparel companies that apply for listing has started to flash the figure of women's clothing companies. The internationalization of women's clothing brands is also progressing step by step. Extends. Especially in the mid-to-high end market, women's apparel companies still have huge room for development.

The significance of the Longitudinal listing will be a wave of listing tide in 2012, this move will further accelerate the transformation of the women's industry. The emergence of women's listed companies will further aggravate market competition, and will also place greater pressure on other unlisted and pre-listed companies to accelerate market differentiation.

Following the listing on the Portsgate International Exchange Exchange in 2003 and the Caesars listing in 2010, in 2011, the domestic high-end women's camp will recapitalize. Langzi also became the first purely mid-range women's listed company in the A-share market. Langzi currently adopts a multi-brand development strategy. Its core brands include the Longines, Rhein and Zhuo Ke series. The flagship product retail price ranges from RMB 2000 to RMB 5,500.

In addition to Langzi, women's clothing companies such as Shulang and Ladies have also applied for listing. Although both of them have been rejected, it can be seen that following the men's wear, sportswear, home textiles and other sectors, the market for women's wear in the domestic market has become increasingly strong. In spite of the unsatisfactory results of the listing of Chinese garment companies in the past year, the success of the company indicates that the women's apparel industry will usher in a wave of listings in 2012, which will further accelerate the transformation of the women's apparel industry.

There are many brands on the women's clothing market. International brands include Ports, ONLY, etc. The regional characteristics of domestic brands are quite obvious. The five cities in Shenzhen, Guangzhou, Shanghai, Hangzhou and Beijing are the main brands. The luxury brands are basically monopolized by international brands, including LV, DIOR, etc. . The mature women's wear market is dominated by domestic brands, including Langzi, Maxwell, white-collar workers, and Ou Shili, etc. The market share of foreign brands in the young girl wear market has absolute advantages, including ONLY, VEROMODA, and ETAM.

Compared to luxury brands and young women's wear brands, mature women's clothing brands are distributed more widely. Portsight, Yaying, and Masfil have a national reputation, while white-collar workers and Langzi have a leading position in the region. The listing of Longitudinal will further intensify its competition with Ports and Masfil, and will also place greater pressure on other companies that have failed to list and prepare for listing, thus accelerating market differentiation.

The connotation and extension of internationalization In addition to promoting the development of women's apparel companies, internationalization is also one of the countermeasures for women's enterprises. However, it needs to be recognized that Chinese brands must first make their own markets better. The development of internationalization is not going to the international market at a simple level, but rather how China can exert its international power to further integrate international resources.

There are three common ways of internationalization. Go abroad to register “foreign brands” and cooperate with international fashion brands to exhibit abroad. Shenzhen Women’s is the typical representative of the latter. Since 2008, Shenzhen has participated in three sessions of the London Fashion Show and successfully hosted the “Stylish Shenzhen” event. Then he organized the Shenzhen Fashion Industry Promotion Conference in Rome, Italy.

Jiangnan Puyi began its internationalization journey in 2005. Moscow, Tokyo, Hokkaido, Nagoya, Georgia, Barcelona, ​​Seoul, New York... The new overseas stores of Gangnam are blooming everywhere. In addition, Chen Lingmei, chairman of the winner apparel, said that in 2012, the Narls brand will open its first store on Bond Street in London.

Different from taking the internationalization route, some brands are not eager to go abroad, but first expand the domestic market. In April 2011, OBBLIGATO, the top luxury brand under the Yinger Fashion Group, officially entered the Beijing Shin Kong Place, Hangzhou Tower Shopping Mall and Taiyuan Wangfujing's top three fashion world shopping malls, with CHANEL, PRADA, GUCCI and other international brands. Brands show fashion and luxury on the same stage.

So far, Shenzhen Yinger Fashion Group has fully owned YINER tone children, PSALTER Psalm, INSUN Enshang, SONGOFSONG song song a total of five major fashion brands. The strategic layout of its brand from the high-end, high-end extension to the top luxury consumer has been fully formed, Shenzhen shadow children Fashion Group in the domestic women's clothing industry in full view.

Xioli Guoxin, the chairman of Gelisi, also stated that if Chinese brands want to become international brands, they first need to open their own flagship stores in international metropolises, and they can gain recognition from local consumers and occupy a certain market share. Taken the country. And now many brands choose to go abroad again later because the Chinese market has more room for development and growth than the international market. As a Chinese brand, we must first make our own market better.

Wang Wei, secretary-general of the China Garment Association, stressed that international development is not a simple aspect of going to the international market, but rather how China will play its part in internationalization and further integrate international resources. "If many companies require overseas design teams to carry out product design and development, ODM processing in foreign countries, the introduction of international industrial chain, these are all international development."

Make a fuss about high-end areas In the past, well-known women's wearers had a high degree of brand recognition only in the hearts of consumers in one area, but this situation will soon be broken. There is reason to believe that the leading brand in China's women's apparel industry will soon appear.

According to Euromonitor International statistics, China's womenswear industry currently realizes annual sales of more than 300 billion yuan and retail volume of more than 4 billion pieces. The market has huge capacity, but on the other hand, there are no more than 10 women's brands whose sales revenue exceeds 400 million yuan. The degree of concentration is not high, which also provides the possibility for the expansion of enterprises located in high-end brands.

At the same time, although the popularity of international women's wear brands is relatively high, at present, there are not many people who really have this spending power, and the market space is relatively small. The promotion and recognition of international second and third tier brands in China is limited. Therefore, domestic independent high-end brands are in a good period of development.

However, it should not be overlooked that currently Burberry, Montblanc, Armani and other international big names have gradually taken the Chinese agents into direct service and stepped up their efforts in the second and third tier cities. Langzi also stated in the prospectus that as the high-end international brands pay more attention to the Chinese market and strengthen penetration, the future competition in this field will be fierce.

At present, the trend of branding, scale, and fashion of China's women's wear is becoming increasingly obvious. Women's clothing brands with considerable strength have rapidly emerged, including Yinger, Songlisi, Jiangnan Puyi, white-collar workers, and exceptions. Capital operation and brand internationalization will be numerous. The next major development of women's clothing companies. These brands will all become strong factors that stir the Chinese women's wear market.

For a long time, the regional characteristics of China's domestic women's wear brands have been quite obvious. It has been claimed that women's brands have only a high degree of brand recognition in the hearts of consumers in a region. However, from the development trend of the entire women's wear industry, this situation will soon be broken. There is reason to believe that the leading brand in China's women's apparel industry will soon appear.