How To Find A Way Out For Small And Medium Brand Clothing Shuffling

A share in the internal market.

From the Northwest market to the whole country, Anta began to go out, and Asia was its stage; the obscure lady brand Ayilian began to shop in a frenzied way across the country; BELLE and concustation also moved from shopping malls to store stores; bestseller group's ONLY (women's wear) VERO MODA (women's wear) JACK&JONES (men's wear) three sisters and brothers bundled and bundled up shop, and blows a black fashion trend in the whole country; red beans made aircraft carriers composed of brands of different levels and different fields; and those foreign trade enterprises that had done many years of international brands were also eager to get a share in the domestic market. The champion of Metersbonwe, YISHION and Semir is beginning to show. Seven wolves have begun strategic layout in the whole country through listing and financing, and 40 thousand square meters of life.

It is the cruelty of competition under the magnificent dance.

After more than 20 years of development, China's apparel industry has entered the stage of shuffling.

When a large number of homogeneous brands appear, the market requires the leading brands to take the lead in the reshuffle movement, and the result of the shuffling is stronger and weaker.

Their expansion makes it impossible for countless small and medium-sized brands to face difficult choices.

Take the volume of casual wear as an example. Under the attack of big brands, a large number of small and medium-sized brands have to pform.

What should the small and medium-sized brands do?

In the capital market, if we have capital, we will be able to expand rapidly or even come back from behind.

Behind these big brands, the "horse racing shop" is the support of one capital.

Listing is one of the effective means of financing.

Looking back on the history of garment development over the past 20 years, we find that China's clothing industry has gone through 3 stages unconsciously: the rising stage of single products, the rising stage of monopoly, and the rising stage of brand.

Now, we have entered a new stage - the stage of capital rise.

In the era of big dance, the profit of a single shop is no longer the most important. What matters is how many shops I have put in this business circle. As long as I have enough money to open enough shops, you will be squeezed out of this business circle by me.

When a business circle does not compete with the same brand, it is difficult to make a profit.

So from this perspective, capital plays an important role in the "champion brand".

Looking for the next blue ocean is not every enterprise has the conditions of listing, so there will be two choices: one is to find a new field; the other is to cut some of the original market in order to be precise and meticulous. Two

From the experience of foreign countries, the development of clothing brands will gradually move towards the two poles, one is large and the whole, just like the four major brands of parity fashion brand ZARA, H&M, C&A and GAP.

They usually use a large number of new ways to dilute the risk of single sales and create a one-stop shop through diversified and serialized products.

The other way is to make a specific field of specialization and create core competitiveness, and most brands choose this way.

In the face of shuffling, the small and medium-sized brands have to analyze the clothing market more finely and create a new subdivision area to break through.

Take KAMA (Kama) as an example, its chief executive was an agent of high volume and leisure clothes in the early days, but after deeply studying the market, he felt keenly that the shuffling is coming, so he resolutely changed himself and cut a new field in the "casual wear" of casual clothes.

When it comes to the outdoors, we naturally think of brands like Columbia and Pathfinder. They are very professional. Even a backpack has a lot of patented technology, so the price is very high.

KAMA makes the shop a sense of retro and old, and the clothes are mainly green and grey yellow, and play the washing process.

But it does not do professional outdoor, fabric selection is also very cheap, so that the price down, and then use the way of selling goods.

The combination of three kinds of parity, outdoor and mass traders successfully avoided the encirclement and suppression of their opponents, and opened up a blue sea for them.

So market opportunities will always exist, and the key is who will find them first.

To build several base areas, the Chinese market is huge, each brand has its advantages and disadvantaged areas, and few brands do the best in every province.

Similarly, many small and medium-sized brands have also developed a few strong provinces, so it may as well be able to concentrate on the strength of the military, major in several regional markets, in some regional markets and stronger, and then to plot the whole country.

As the saying goes, strong dragon is hard to suppress.

Like the mid-range commercial men's brand group Hao, single Guangdong and Hainan completed more than 300 million sales in 1 years. In these areas, it has built a strong competitive barrier, which is the basis rule of the art of war.

The same is true for brands. Establishing a base area is a good way to enter, retreat, attack and defend.

In fact, the shuffle is not terrible. The terrible thing is numbness and arrogance.

The reshuffle pushes entrepreneurs to analyze clothing industry more deeply, shuffle the brand and generate more new subdivision areas. Shuffling speeds up the rise of Chinese local brands.

In this sense, shuffling has promoted the development of clothing industry.

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