Where Are The Opportunities For Domestic Brands In Highly Saturated Women'S Clothing Market?

Compared with the fast fashion brands that have recently been out of the Chinese market, domestic clothing brands are bringing more confidence to the market.

As the earliest and most active garment industry in China, the women's clothing industry has formed a relatively complete industrial chain, from product design, manufacture to sales mode to a mature level, and the market tends to be highly saturated.

According to Frost&Sullivan, a business consultancy, the overall size of the Chinese women's clothing market has exceeded 800 billion yuan. The size of the Chinese women's clothing market is expected to maintain steady growth in the future, and the market size in 2021 will exceed RMB 1 trillion and 700 billion yuan.

Compared to the men's clothing industry, the women's clothing industry tends to be differentiated in the mature industry operation. According to the age level, the women's clothing industry has developed many categories, such as Da Shu, Zhong Shu, Shao Shu, girls and so on. This division is largely related to the floor distribution of traditional department stores, and has become the unique national condition of the Chinese women's clothing market.

However, as Zara and other fast fashion brands accelerate the invasion of the Chinese market in 2008, the domestic clothing brands gradually feel the pressure.

From 2011 to 2012, high inventory and weak retail sales hit China's garment industry.

The rise of the electricity supplier, the upgrading of young consumers' brand awareness and the change of their shopping habits all have a great impact on the department store format. A large number of traditional Chinese brands are faced with the crisis of the loss of young consumers.

Some domestic clothing brands have tried to follow the fast fashion and pform to "efficiency".

But in the end, few domestic brands succeed in copying fast fashion.

Since last year, with the rapid fashion brands such as Topshop, NewLook and Forever 21 in Waterloo, China's clothing brand has been at a new crossroads.

After 90 and 00, the new generation has become the main consumer of clothing. They are no longer satisfied with buying clothes made from mass production at low prices, but hope to gain a unique experience and innovative products.

With the end of the era of selling products with simple packaging, any brand must become clearer, sharper and more recognizable in order to remain attractive.

The brand relying on traditional department stores for a long time is not satisfied with the individualization of brand image, which causes the phenomenon of homogenization of the domestic clothing brand products becoming more and more serious.

According to the Tencent data lab, through the online and offline research combined with the analysis of big data, "2018 clothing consumption crowd insight into the white paper", China's fast fashion crowd is most keen on clothing and popular information, trusting KOL's recommendation, and the star life scenes of variety and network homemade drama wear the wind vane to dress.

This means that the demand for brand publicity has shifted from a single advertisement in the early stage of the market to a more trivial and permeable information dissemination.

The building of brand power has become a daily accumulation.

As China's apparel industry has shifted from production oriented to consumer oriented, the focus of industry competition has changed into brand competitiveness.

The representative of domestic clothing brand Taiping bird realized the importance of brand power and the synergy effect of brand matrix earlier.

Since the first landing of New York Fashion Week "Tmall China day" in February last year, Taiping bird has accelerated its layout, set up a brand new image through fashion week show, cross border joint name and so on, and further explored the brand connotation through "Taiping youth" values.

Now, the Taiping bird tries to copy this track to its LEDIN, which was hatched in 2008. The upgrading path of the women's clothing brand aimed at 18-25 year old young consumers will provide a reference for many confused young girls and girls.

Last Friday evening, Lok CHO LEDIN held 2019 new product launches at the Shanghai World Expo originality exhibition. With the theme of "be ANOTHER no fun," the three series of KISS, NEON and IN were presented. They especially joined hands with the American buyer's shop brand Opening Ceremony and the launch of a series of cooperation, which could arouse the memory of a generation of white rabbits.

It is noteworthy that this year is the 10th anniversary establishment of Lok Ting LEDIN, which is regarded as a key node of brand upgrading.

In order to match the brand image of sweet, ghost and spirit, the combination of space and color, with the principle of photosynthesis, to create an immersive experience for guests by changing the lights of youthful green, energetic powder and jumping orange.

He also invited Song Yanfei, Zhang Ruonan, Qiang Dong Yue, Ma Yin Yin and other new generation artists, as well as the KOL of the wild Jeanne, and so on.

The whole conference conveyed a clear signal that Lok Ting LEDIN no longer stayed on the surface of youth, but extended to the young lifestyle, conveying three-dimensional brand values.

Unlike the Taiping bird, the main brand that has been faced with younger upgrading, Lok Ting LEDIN has been targeting young people directly from its birth, presenting the visual style of young women. But with the evolution of the women's clothing market over the past 10 years, such interaction has obviously not been enough for consumers and brands.

Lok CHO LEDIN said that with the changing market demand, the brand wanted to reiterate the attitude of "no joy, no joy, sharing". Through the Opening Ceremony and the White Rabbit candy, they have the same brand, so that consumers can have the initiative while producing brand identity and emotional affiliation, rather than passively paying for the compulsive attitude.

In fact, the group's main brand Taiping bird played a very important leading role in the pformation of LEDIN.

From the marketing level, Lok Ting LEDIN has continued the main brand of Taiping bird skillful joint tradition. It has launched a flash store with pink panthers and has been released with the domestic artist Zhang Quan brand Melting Sadness for its flash launch. It is also displayed in Paris fashion week.

Under the impetus of a series of marketing initiatives, Lok Ting's popularity in young consumers has been significantly improved.

At present, there are 597 stores under the Lok Ting line, with nearly 1 million 500 thousand VIP members, and Tmall flagship store has a 10 million 630 thousand concern. In 2018, Tmall double eleven sales ranked seventh in women's clothing category.

From the point of view of brand value, the era of rough marketing which has been formed by mass exposure has passed, and resonance is becoming the most effective way of brand communication in social communication.

Lok CHO LEDIN emphasized the brand value concept of "no pleasure not to do" in this big show, encouraging consumers to explore their own way of thinking, trying to attract more consumers with their values, which is far beyond the traditional tagging of brand names and the stereotype of people who lack the connotations of such brands.

Lok Ting LEDIN's deep excavation of brand values has come down from the same view of Taiping's "Taiping youth" values, and has gradually become a replicable brand idea of Taiping bird group.

On the same day in LEDIN, the Pacific bird, as a representative of China fashion apparel brand, launched a three day PEACEBIRD x China brand day flash store in the Shanghai Exhibition Center.

As one of the first Newsweek to appear more than half a century ago, TIME has always been the identity of the record maker of the times.

Taiping bird's "chao chao newspaper" flash shop has also reviewed the path of Taiping bird brand upgrading.

In the past few years, the Pacific bird, which aimed at 95 young people early, has always been committed to developing the insight into the potential consumers of the "millennial generation" as the core competitiveness. It is regarded as the most famous domestic clothing brand after 95.

In September last year, Taiping bird clarified the core value of youth culture, and formally put forward the concept of "Taiping youth" to further clarify the brand identity and values.

The concept of "Taiping youth" comes from the understanding of Taiping bird's current living situation of young people, that is, more and more Chinese personality and independent spirit are the greatest characteristics of contemporary Chinese youth.

The brand believes that "Taiping youth" has a clear mind, a calm heart and a firm insistence. It throws away the youths' wild appearance and focuses on the growth of the inner self.

They dare to try new things, and follow all kinds of emerging trends at first, but do not follow blindly. They are young, independent and courageous.

Taking this concept as a starting point, Taiping bird focuses its attention on the creation of youth culture, and continues to attract young consumers' attention by means of show shows, joint cooperation and offline activities.

In February this year, PEACEBIRD MEN released the "YOUTH MADE CHINA" new series in New York fashion week. It further explained the "youth view" of Taiping bird, and injected a reflection on Chinese identity and global perspective. This reflects the common growth of the brand with young Chinese people, and also tries to play a leading role.

The brand's latest understanding of its concept of youth is "using the boundless creativity of Chinese youth and the barrier of Chinese culture to reshape fashion, describe China and dialogue with the world."

In the past 54 youth Festivals, Taiping bird made a tribute to 54 100th anniversary "why do young people always love the streets".

Not long ago, Taiping bird launched the flash shop with "different neighbors" in Xintiandi, pforming Shanghai Xintiandi into Sesame Street community.

All these measures revolve around the slogan "Taiping youth, promising future" put forward last year, and encourage young people to further open "my Taiping era" while sticking to their inner strength.

In fact, the value of Taiping bird not only points out the future direction of brand development, but also indirectly affects the brand matrix of the group.

The group's concern for young people is not only reflected in the Taiping bird brand, but also Lok Ting LEDIN, which is incubated with young consumers, but with different styles and values, it attracts young people of the same age group.

It is worth emphasizing that with the growth of consumers and the market, the era of dividing women's clothing brands with age has completely gone. The future women's clothing market will be divided by interest labels and values.

The Harvard Business Review wrote in an article that all sectors of the world are "courting" young people. The average annual compound growth rate of China's entertainment and media industry will reach 8.3% in the next five years, which is higher than the global level.

Compared with the development of the global entertainment industry, the entertainment industry in China is more leading in "courting" young people's innovation, and is shifting from attention to users, from attention to loyalty.

Sticking to consumers through values is the most effective way to build loyalty.

In highly saturated women's clothing market, brand names still have opportunities as long as brand interest labels and values are unique enough.

Once a consumer agrees with a brand, a brand can attract consumers continuously, even if it does not produce frequent topics.

More importantly, unlike previous consumers who are prejudiced against domestic goods, the young consumers who are about to grasp the power of consumption are reaching a record high in their recognition of domestic brands.

This also means that domestic clothing brands will usher in a best opportunity in the short term.

According to the latest report released by CBNData, the first financial and business data center, with the continuous upgrading of consumption, the high-end products of domestic products are rising vigorously, and more than half of the domestic consumer goods in clothing, home and other related consumer areas are accounted for.

After 90% of young consumers in China, the interest of fast fashion brands in the international market is gradually decreasing, but they are more interested in the domestic clothing brand.

For Taiping bird, after the completion of the main brand younger upgrade, the group's second round of upgrading to the incubator brand will also enhance the overall brand strength of the group, so that the group's foundation in the domestic clothing market is more stable.

At present, Taiping bird has formed a multi age, full category fashion brand echelon. In 2018, its revenue increased 7.78% to 7 billion 712 million yuan, and net profit rose 27.51% to 572 million yuan, a record high.

When consumers and markets tend to be rational, a highly saturated market is bound to usher in a reshuffle.

The exit of some international fashion brands also let domestic clothing brands begin to have the opportunity to stand on the same starting line with international brands.

A competition about brand power has just begun.