How Can China'S Local Clothing Break Through?

According to the world clothing and shoe net, it has been abroad in 2005.

Strong entry, 2008

After the rise and the impact of the electricity supplier, China once occupied department stores and street shops.

Brands such as ladies' house, Giordano, seven wolves, PEAK and so on are fading away from Chinese consumers' perspective.

In August 1st, the consulting firm, OC&C, called "Europe consulting", reported that in the past few decades, China's clothing market has experienced two digit growth and has surpassed the United States as the world's largest clothing market, and its market value is close to 300 billion yuan.

But in China's top 60 apparel brands, the market share of local brands has dropped from 64% in 2011 to 59% in 2016.

However, the report also showed that Chinese consumers' preference for local brands rose to 46% from 22% a year ago.

The reason is the rise of the new generation of local clothing brands in China, which has improved the preference of Chinese consumers to local brands.

"Compared with foreign brands, the awareness of Chinese brands is relatively low, which is related to brand marketing, channels and product design.

When foreign brands enter China, there are already many shopping centers in China, which can be directly entered.

But many local brands are initially opened in department stores, and the reaction will slow down.

Wang Chong, a joint partner of European analytical consulting, said in an interview with the interface news.

La Natsu Bell, a local clothing brand founded in 1998, is one of the best developed local brands in recent years.

Excluding single store sales, the number of stores in La Natsu Bell group in 2011 was nearly 2000, and it expanded to more than 7000 in 2014.

By the end of 2016, the number of shops has reached 8907.

Unlike other local brands, La Natsu Bell chose to open the shop to the shopping center, and expanded the store area and changed the way of display, which is the opening strategy of ZARA, H&M and other fast fashion brands.

La Natsu Bell's next store

Despite its rapid expansion, La Natsu Bell Jean is inferior to ZARA in terms of brand influence.

At present, ZARA official micro-blog has more than 70 thousand fans, while La Natsu Bell's fans number is more than 30 thousand.

According to Wang observation, ZARA's WeChat push can often exceed 100 thousand, while La Natsu Bell's WeChat push reading is around 6 thousand.

"How can local brands change their image in the minds of consumers? First, through offline stores, the two is to leverage social media.

As long as you have good changes, consumers will still be willing to come. "

Wang Chong said.

In her view, another local brand MO&CO, founded in 2004 and emphasizing "independent, modern and mixed" style, has done a good job in building brand image.

"MO&CO first became popular from social media, and Internet bloggers and fashion bloggers brought goods to them.

In the digital age, information dissemination is very easy, so the brand with unique style is more popular.

Of course, the quality of the brand is good, 1 thousand yuan can buy a good quality dress in MO&CO, for many people, the cost performance is also very high.

Artist Fan Bingbing's street clap, dark green jacket comes from MO&CO.

Similar brands also adhere to the Chinese style design of Jiangnan cloth.

At present, the brand has 750 stores in China, and its number of fans on WeChat platform has ranked first in domestic women's clothing for 2 consecutive years.

In 2016, the number of active members in the south of the Yangtze River (the number of active members who purchased at least two times in any 180 days in the last 360 days) was over 230 thousand, and the total number of members who had purchased more than RMB 5000 yuan reached 113 thousand, and its retail sales amounted to RMB 1 billion 330 million yuan.

Zheng Minjie, director of marketing department of Jiangnan Buyi brand, once said, "insisting on their differences is the way of community marketing of Jiangnan cloth, which ensures that the content quality and pformation may not be proportional to each other, but from the independence of content, if too much" caters to the interests of consumers "will lose its attitude.

In fact, behind the rise of MO&CO, Jiangnan Buyi and other brands is the embodiment of the individualization of Chinese consumer demand.

More than 10 years ago, clothing brands mostly placed goods in stores for consumers to choose, but today, the fierce competition in the consumer market and the awakening of consumer awareness have made consumers no longer passive.

They are more willing to take the initiative to patronize brand stores that meet their needs.

Wang Chong said, "for brands, we can no longer try to cover all consumer groups.

Brands should have their own style and characteristics, identify their own consumer groups, understand their needs, shopping habits, and open stores to where they often go.

More interesting reports, please pay attention to the world clothing shoes and hats net.