2012-2013 Report On China'S Garment Industry Development Report (Five)

In 2012, China's clothing industry encountered difficulties such as rising cost and sluggish market, and brand clothing was also greatly affected.

Sales of casual wear and sporting goods declined significantly, and men's and women's clothing brands were mixed.

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The fast fashion brands represented by Uniqlo and other brands accelerate the entry into the Chinese market and open a large number of new stores.

Domestic clothing brands are trying to find breakthroughs in the market.

In recent years, men's wear brands have shown the following characteristics: brand men's clothing has good manufacturing technology; in recent years, successful men's clothing brands in the Chinese market have first focused on the terminal market and tap the market potential. They have precisely positioned products and company strategies to meet the real needs of consumers, and distinguish them from other brands through culture. Men's clothing is undergoing structural adjustment from inside to outside, and products are viewed from a single product to a series of eyes.

Nowadays, women's clothing brands in China's clothing market show the following characteristics: the rise of new consumption power breeds the change of market segmentation, capital market is still hot, new marketing means are in the ascendant, and the original brand is favored by more and more consumers. The personalization of original brand and the sensitivity to the trend of fashion attract more and more online buyers.

In recent years, the purchasing power of Chinese consumers has increased, and they are more interested in foreign brands. The European and American garment industry strives to break through the bottleneck and develop. It is accelerating the expansion of the Chinese market and aiming at the high-end market in China.

China's luxury consumers are moving towards maturity from "showing off" to "cognition". In the next few years, many luxury brands will slow down the pace of opening stores in China. Nowadays, the Internet has become an increasingly important brand marketing tool.

The main fast fashion brands in the Chinese market include Spain's Zara, Sweden's H&M, and the United States.

As well as Uniqlo in Japan, they have been recognized by the Chinese apparel industry and consumers with the concept of popular fashion and fast fashion.

Zara has been expanding rapidly, and Gap has been developing rapidly under the strategy of online and offline operation. H&M adopts multi brand strategy. New brands offer shoes, bags, accessories and so on. The price is higher than H&M. The goal of the new brand is women who are interested in fashion and want to have personality modeling.

Sports brand is showing an inverse trend.

In 2012, the domestic sports brands encountered difficulties. Lining's 2012 earnings report showed that the company's operating income dropped 24.53% compared to the same period last year, and the profit was a loss. Other brands, such as Anta and 361 degrees, and so on, also declined in varying degrees.