Independent Clothing Brand Blooming


The just-concluded China International Fashion Fair fully demonstrates the rapid transformation and upgrading of Chinese clothing companies, the accelerated transformation of independent brands, and the efforts to achieve further improvements.

In the warm spring season, the domestic clothing industry staged a fashion event in Beijing.

Colorful fashion, creative and novel design, gorgeous and dreamy show... In late March, the 20th China International Fashion Fair (CHIC2012), the 8th China Fashion Brand Annual Awards, 2012 China International Fashion Week, China Nearly a hundred events such as the Fashion Forum have been launched one after another, and major domestic and foreign brand companies have gathered in Beijing. People are delighted to see that with the in-depth development of economic globalization and international division of labor, independent brands in our country's clothing industry are also booming. "Just like the theme of the clothing expo 'crossing', China's independent clothing brands accelerate their transformation and strive to achieve further improvement." said Wang Zhuo, secretary-general of the China Clothing Association.

"A hundred flowers bloom"

The overall strength of the brand has improved

Clothing companies have moved from the initial stage of selling products to the relatively advanced

stage of sales culture

At the clothing expo held from March 26 to 29, more than 1,000 clothing brands from 21 countries and regions participated in the exhibition. Among them, there are nearly 600 domestic exhibiting brands, and each brand booth has its own characteristics, some are magnificent, some are natural and fresh, and strive to highlight the unique style of the brand through display.

The China Clothing Brand Annual Awards held at the same time can better reflect the increase in the value of domestic clothing brands. In the previous 7 sessions, a total of 112 brand companies were shortlisted for nomination awards, and 44 brands won various awards. According to the standards of 2011, the number of 112 enterprises shortlisted in the previous years accounted for 1% of the 10,400 enterprises above designated size in the industry, and the comprehensive value of a single piece of clothing was 2.77 times the average unit price of the industry; sales accounted for 20% of enterprises above designated size; The output of the enterprise is 4.35 times the average output of the whole industry; the main business income of a single enterprise is 1.353 billion yuan, which is 11.37 times that of enterprises above designated size.

Wang Zhuo said that the current domestic market demand is gradually increasing, which has brought important development opportunities for my country's clothing industry. This season's clothing activities fully reflect the innovative spirit of our country's clothing brands and the emphasis on the development of independent brands. Clothing companies have entered the relatively advanced stage of sales culture from the initial stage of selling products, and have the idea of building an overall brand. He also specifically mentioned that my country's independent clothing brands have begun to accelerate the realization of market internationalization and resource integration internationalization, from the development of domestic market industrial chains to the development of transnational industrial chains.

"One brand, multiple products"

Tap the potential of market segments

Multi-brand operation must do a good job of specific coordination and division of labor, and strive to make the company's existing resources and channels play more value

Red Dragonflies Group, who is used to leather shoes, has recently started clothing. On March 26, Red Dragonfly Fashion Group's men's clothing debuted in International Fashion Week for the first time. This move meant that Red Dragonfly Fashion Group's development strategy of "one brand, multiple products" was speeded up.

The menswear market is widely considered to have great development potential due to factors such as low channel inventory, large price space, and consumption upgrades in small and medium-sized cities. Many clothing brands have set foot in the menswear field and look forward to gaining a head start in market segments.

At the clothing fair site, five major menswear brands under the leading menswear company Youngor jointly exhibited. Among them, the GY brand, established in 2009, is positioned as an elite growing group of 25 to 35 years old, which has attracted the attention of visitors. Youngor Chairman Li Rucheng stated that GY has not simply pursued scale expansion in the past 3 years, but focused on the overall improvement of the brand. In 2011, the brand's sales exceeded 100 million yuan and it has more than 100 online stores across the country. This year, it will open in first-tier cities. Image store, flagship store.

Bosideng, which entered the menswear industry from the down clothing industry, has achieved excellent results in the menswear business segment with sales increasing by more than 50% for 7 consecutive years. Gan Liming, general manager of Bosideng Men's Wear, said that Bosideng is continuously increasing its investment in shape design. When talking about the new changes this year, he said, "After the overall layout of the domestic and international markets in recent years, Bosideng menswear will make full efforts this year. In addition to product upgrades, it also includes brand upgrades, terminal upgrades and channel expansion. "

In addition, Shanshan, Hongdou, Yiwen, Shulang and many other companies have brought their multiple brands to appear in this season's clothing activities.

Wang Zhuo said that using "one brand with multiple products" to segment the market has become a common choice for clothing companies. "Developing a multi-brand strategy helps to dig deeper into the market and expand sales." However, Wang Zhuo also reminded that multi-brand operation must Do a good job of specific coordination and division of labor, and strive to make the company's existing resources and channels play greater value, instead of blindly expanding the number of brands, and avoiding conflicts between private brands and channels.

"Regional Group"

Learn to use all resources

The clothing industry is no longer a simple processing and manufacturing industry, but has been given the cultural connotation of fashion and creativity

The joint participation of regional brands has also become a notable feature of this Expo. Henan Province brought together 12 well-known clothing companies including "Leading Show·Mengshuya", "Yalida", "Yiyang" and "Dusen", and Dalian, Chongqing and other places also played "local cards".

"The clothing industry is no longer a simple processing and manufacturing industry, but has been given the cultural connotation of fashion and creativity. The development of the clothing industry can not only solve employment and increase income, but also create a good cultural atmosphere for a region." Wang Zhuo said Because of the huge potential in the domestic market, the clothing industry has become a field that attracts extensive entry of social capital in the past two years.

A staff member of Everbright Securities told reporters, “As a relatively stable physical industry, we are optimistic about its investment prospects. We have invested in some companies before. From this year’s service fair, we hope to discover some new developments. Potential brand companies help them to enter the capital market."

Driven by brand upgrades, clothing companies have a high enthusiasm for listing, and clothing companies’ IPOs have also entered a "blowout period." According to information disclosed by the China Securities Regulatory Commission, as of March 8, 2012, a total of 8 clothing companies on the A-share main board lined up for listing. However, the data also shows that in 2011, clothing companies became the hardest hit area for A-share IPO rejections. Of the 11 clothing companies applying for IPO, 6 were rejected, and the meeting rate was only 45%.

Wang Zhuo said, “Corporate IPOs have a relatively complete set of operational requirements. Many of my country’s clothing companies are family-owned private enterprises. To transform into a public company, they need to standardize and improve their internal governance structures. Therefore, clothing brand companies Going public can not only provide financial support for further expansion of scale and enhance brand value, but also promote the standardized operation and management of various enterprises."