Source:HIKING(BINZHOU) INTERNATIONAL TRADING SERVICE CO.,LTD AddTime:2014/12/16 10:46:22
The low-end brands international is running for China consumer market.
International in the low-end brand it is about Chinese huge consumption potential, and increasingly the pursuit of quality of life Chinese.
All of these, invisible to the domestic brand increases competitive pressure. Domestic brands to strengthen brand marketing and design of their own position, make the foot before his own door homework, so that we can compete with international in the low-end brand.
ZARA Hangzhou with the store opened, the current ZARA in the Chinese already has fourth stores. In 2005 ~ 2006 years the world's top ten clothing brand, even the luxury brand also has a huge space as we imagine. With the Chinese clothing operators feel like clothing sales and low profit margins, and these brands most of the profit rate of 12% ~ 20%. If these brands want to obtain higher sales and sales profit, of course is the best way to occupy 1/5 of the world's population, the Chinese market.
And then look at the status of domestic consumption of clothing, the Chinese men's and children's clothing, casual wear and underwear brand top ten consumer concentration was above 70%, and the local Chinese women's brand top ten consumer concentration reached only 15.06%, this shows that at present the Chinese women's single brand sales phase of the poor.
The clothing industry with other industries is different, not brand awareness, brand higher comprehensive strength is strong, the price of their products will be increased. Clothing brand positioning is very important, in recent years the Chinese women's market share and comprehensive market share of the top view, ONLY, ETAM and ESPRIT unit in 1000 yuan of the following brand ranking is higher. ZARA in China has clearly remind people, not only the luxury brands can be considered a "big". With the change of Chinese women's brand positioning and department store frequently big promotion efforts, personal monthly income in 1000 ~ 3000 yuan between low-income women's consumption concept has changed greatly. Therefore, China Women's consumption share of low-cost spaces will also have the very big promotion.
This shows that the Chinese women's brand positioning and market positioning will appear on the price of polarization, high prices more and more high, the low price is more and more low.
Of course, this with female shopping randomness and impulsive stronger and have a certain relationship. Now, even in the Carrefour can see these international in the low-end brands, they timely take shelter, through its partnership with a considerable profit, the agent also get enough to survive for long position.
Chinese women's share of sales in rise year by year, the degree of integration business model and brand also increase year by year.
In the next few years, Chinese women may face a reduction in the number of single brand, brand quality is improved, at the same time, there will be a very high quality brand. In the terminal market, brand manufacturer direct marriage, and strong department store brands directly with excellent terminal franchisee cooperation, brand business all direct or most straight battalion mode of "direct control terminal" strategy will be gradually increased, the will to branch and "brand management agency" form close.
China's garment industry should perhaps further set up his own position, to a more peaceful state of mind, calm in the face of international in the low-end brand flocked to China market.
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