1996 to 2012: the electricity supplier of the road Chinese clothing apparel electricity supplier does not emerge out of thin air, but the traditional garment industry and Internet technology met after fermentation product. Therefore, the analysis of apparel electricity supplier will not be able to skip the development of Chinese traditional garment industry. Text / world network operators reporter Yang Qin from 1996 to 2012, we believe the apparel industry have gone through three major stages of development, followed by the originator after the year 1996 \u0026 ldquo; product is king \u0026 rdquo;, \u0026 ldquo; the channel is king \u0026 rdquo ;, \u0026 ldquo; \u0026 rdquo ;. encounter electricity Cosplay Costumes supplier It should be noted that, where the three stages of development, but in order to facilitate the subsequent analysis of apparel electricity supplier, does not have a wide range of representatives of sense, but for the clothing business, to understand this history, there is still a very important reference.
First stage: the product is king in the 1980s, along with the world's third wave of industrial transfer, China in his capacity as manufacturing and processing companies cut the global apparel chain. That's exports is the main theme of China's economy, China's manufacturing enterprises are doing OEM production process is completed the primitive accumulation of capital for international brands. 1996 China's economy has a special significance, because this year, the national statistics report released by the Chinese oversupply of industry for the first time exceeded the demand of the industry. This indicates that China's economy as a whole from the demand to enter the development stage of oversupply. In the short supply of era, \u0026 ldquo; brand \u0026 rdquo; almost did not survive the soil, it is a product for the king's. But some forward-thinking entrepreneurs have gradually begun branding experiment. After the reform and opening up, China's garment industry's first field test of a brand in the sporting goods industry landing. From Xu Haifeng won China's first Olympic gold medals, to gymnastics prince cyclone hit all over the world, people's sense of national pride in the sports industry has been greatly satisfied, thus promoting the development of China's sporting goods industry. In the 1990s, sportswear and even it is treated as a symbol of fashion.
As early as the late 1980s, the two sports stars have to go into business, he founded his own sports brand, they are basketball players Li Wai-kuen and he founded Conway, as well as gymnastics prince Li Ning and he founded the \u0026 ldquo; Li Ning \u0026 rdquo ;. These athletes who founded with star aura of different brands, Fujian manufacturing companies still do OEM for the international big. But with a keen business sense they found opportunities sporting goods industry, began to enter the industry gold. Pick, Anta were born in this period. Nike and Adidas are also in the earlier entered the Chinese market. Most of China sporting goods industry in the future are already several giant stage at this time, they jointly promote the forefront of China's sportswear industry go in branding. But China branded the most mature industry, or business suits, history almost as old as the reform and opening up the industry for a long time brand. The industry is also the birth of China's first brand clothing listed companies \u0026 mdash; \u0026 mdash; Ningbo Shanshan. January 30, 1996, Shanshan landing the Shanghai Stock Exchange. Followed, in 1998, successfully listed on the Shanghai Stock Exchange Younger also. The two companies is still the industry leader in business suits. Business suits prosperity associated pulling another industry \u0026 mdash; \u0026 mdash; for business and leisure. Seven wolves, Ba Jin, joeone, Lee Lang these future-powerful brands have in the late 1980s and early 1990s founded. Although these brand officially established \u0026 ldquo; business casual \u0026 rdquo; brand positioning in this century, but they have long been active in the branded apparel on the road. In 1992, Deng Xiaoping's Southern talk to the Chinese economy has injected new vitality, but also sounded the international clothing brand to seize the Chinese market and build number. In 1993, Jeanswest in Nanjing East Road Shanghai opened its first stores, marking the international casual wear brand to enter China. In the same year, Giordano and Esprit have begun to expand their business further inland China. At the time, these brands is truly international brand, became a hit after they listed. At that time, the US Masters \u0026 middot; Bonwe founder Zhou Jian has just completed the primitive accumulation of individual capital. In 1994, Smith Barney record card. April 22 next year, Smith Barney in Wenzhou opened its first retail store. And today China's two other casual clothing brand Semir and pure creation but also were to wait until 1996 and 1997. Although the three major domestic leisure brand new generation of fully catch up with old term leisure brands, but that is already a thing of the present century. By the end of 1994, after a Chinese women's market debut of heavyweight foreign brands: Etam France. January 1995, Iger in Shanghai opened its first store.
A year later, the Danish Bestseller Group owner HolchPovlsen family established a joint venture in China \u0026 ldquo; \u0026 rdquo ;, Bestseller Fashion in China's market, the introduction of women's brands Only. Although Bestseller Fashion stake is completely independent of the Danish Bestseller Group and even burst angel wigs the company from design to production and other business are relatively independent, but Only, and Bestseller in 2001 before the introduction of China's long-term occupation VeroModa next time the Chinese women's brand combined market share of the top three in two locations. Iger were occupied another location. Or in 1993, it was founded in Toronto, Canada Ports-end women's brand identity in the international second-tier brands to enter China. After 20 years in the past, Ports over 90% of its revenue from the Chinese market, China has been firmly seated first brand of high-end women's throne. At about the same time, South Korea's largest fashion distribution companies clothing Love Group also announced to enter China. Just when foreign brands flocking to China's domestic clothing brand is also scanty. These brands are mostly weak, without any defense capability in the face of foreign brands, even frequently exposed quality problems. Faced with these phenomena, in 1995, China formally proposed \u0026 ldquo; \u0026 rdquo ;, brand strategy trying to build brand a number of world influence. Mature consumer market, promote additional policy after 1995, China's garment industry, especially women and casual apparel industry, a lot of brands out quickly. Gloria, three-color, Qiushuiyiren, Islay, Pacific birds, Tang lions, Semir, plain etc founded in that period. We must mention that this period also gave birth to a lot of designer brands: Hongying, God willing, with the exception, South commoner, broadcast \u0026 hellip; \u0026 hellip; although even today these brands also failed to establish a wide range of influence, but they are still Chinese clothing brand is very important in the history of a group. So far, the Chinese clothing market activity today most brands have debut. With the arrival of a buyer's market economy, the garment industry is king of the era from the product into the channel is king of the era. The second stage: the channel is king channel is king of the times, the brand Competition is the ability to seize the market. The significance of the development stage of China's garment industry is important because in this period, China's performance of all segments of the apparel industry began to differentiate, and ultimately shape the garment industry landscape line under today's China. During this period was undoubtedly the star of the industry sports goods.
The pace of development of China sporting goods industry and other segments have been almost the apparel industry, but in 2001 the news of Beijing's successful bid to stir up everyone's nerves, Olympic sports brand in the market has become all chasing the meat and potatoes. OEM companies reached a large number of sports brand ranks in an attempt to grab a slice of the market in the Olympics; have admission brand's expansion plans were continually improve, improve, further increase; make a big success of Anta celebrity endorsement strategy to become All brands of the basic large ones; CCTV sports channel was even dubbed the \u0026 ldquo; Jinjiang channel \u0026 rdquo; \u0026 hellip; \u0026 hellip; excessive expansion of the root cause had been planted at this time, but this time sporting goods brand still enjoying industry rapid growth, they are the brightest star on stage. For other garment industries, such as business suits, business casual, casual clothing Volkswagen basically in accordance with its own rhythm steady development. It is this relatively stable development strategy, so that these industries do not bear that kind of pain sporting goods industry in the future. During this period, women's industry added a lot of new faces. EU force, clothing Hong Lai Ying, Yi Lin, Long Zi, Jiu Zi, La Chapelle, Satisfied that the pattern of these brands were created during this period. But women's brand did not get a very good development in the Chinese garment industry channel is king era. At the end of this period, the number of terminals leading sports brand in the market has reached seven or eight thousand. The number of stores and public leisure brand business casual mostly in 2000 to 4000. The number of stores is less than the majority of women's brand 1000. Women brand not motivated it? Absolutely not. We believe that this phenomenon is a perfect reflection of the traditional women's embarrassment. Diverse needs of women make the traditional clothing brand chain management system difficult to sustain nature, scale and profitability. Huge consumer groups, kekkaishi cosplay a huge market, but it is difficult to build a solid profit model.
And a difficult to sustain profitable business, why do great, and how to do it big? When this phase is completed, the differentiation of the industry has been very clear: big sports brands too far; men all segments of the industry stable development and has fostered an industry leader; women are still weak in terms of the overall brand. Phase III: Encounters electricity supplier we encounter the traditional clothing brand electric providers time to 2007. This year, the sporting goods industry, Li Ning, dress industry BAOXINIAO, leisure industry, the bird of peace, the Big Three opt to enter the electricity business. I have to say, at that time to enter the electricity business is a proactive attempt, but also a very forward-looking strategic layout. But in the next development, the traditional business electricity supplier business slowly began to sour. The first is the sporting goods industry inventory worsening crisis. We believe that the sporting goods industry inventory crisis is only the appearance, the underlying reason is that the industry in the past few years, with extensive secondary over-expansion franchise joined the system (see Articles 2012 December issue of 'sports brand channel disease '), but the inventory is still a problem need to be solved immediately sports brand. So, whether sports brand of e-commerce made little strategic planning, electricity providers finally unconsciously become the brand of merchantability stock sewers. Casual clothing industry in recent years have also been relatively aggressive expansion in China clothing consumption overall weak environment, resulting in the industry is also facing greater pressure on the stock. From this perspective, casual clothing electricity supplier is moving sporting goods electricity supplier's footsteps. Men's business casual in recent years to live most nourishing industry. Thanks to the pre-expansion rhythm relatively stable, business and leisure brands in recent years, performance is still growing steadily. Given the current domestic electricity supplier can not accept the price line under the business and leisure brands, then electricity suppliers to sell stocks now. This is business casual brand positioning of the electricity supplier. But a closer look at the future of business and leisure brands is not Yimapingchuan. The recent growth of the industry on the one hand by new stores such extensive expansion, on the other hand is the most important thing is the price-driven by the contribution of endogenous growth brand on performance is very limited. National Bureau of Statistics data show that in 2011, China's consumer price index for clothing rose 2.1% since the end of 1998, the index continued negative situation.
China National Commercial Information Center pointed out that in 2011 the national key large-scale retail enterprises upscale mall clothing commodity price rise of 26%, higher than the overall apparel market by 5.6 percentage points. But the amount of its sales growth rate of only 10 percent, lower than the overall apparel market 11.5 percent. High-end clothing sales fell by 12.7%. Overall, high-end clothing prices limited space. And specific to a single brand, we believe that men's business casual brand has experienced significant price increases over the last few years later, the absolute price has risen to a relatively high level, continuing the sharp price increases little space. Therefore, men's business casual should perhaps be prepared to take the development of e-commerce at more functionality. Business suits the brand has matured, the line pattern is relatively stable. Angelo in 2007 after losing a high-profile into the electricity business, formal wear brand attitude of the electricity supplier to a very clear differentiation: Younger, Angelo basically abandoned electricity supplier, Romon, red beans is still electricity supplier strategic level investment. In theory, women's brand electric providers do not exist much burden, but is under the line of business that they can easily become a burden.
By contrast line it was not actually a great dish, the traditional women's brands if we stay focused on doing the electricity business, it touches can occupy a lot of advantages in product design, supply chain management. But the line to enter the women's line in the original, after all, just a little brand positioning doing some extend, but without touching the lines of those personalized brand of foundation. Results resulting yes, the line of women fighting in the mass market, will eventually spread to the line. The women's market is still online personality prosperity. That's apparel electricity supplier in the background. (As contained in the 'world network operators \u0026 middot; managers' in 2013 February and March combined issue) More men professional data interpretation, so stay tuned Men Industry Summit 2013! \u0026 Gt; \u0026 gt; \u0026 gt;