The Single Brand Is Approaching The Peak Segmentation Era.

(1) the apparel retailing industry divides the textile and apparel industry chain with the driving force of growth. The clothing consists of two parts: manufacturing and circulation.

Chinese apparel manufacturers, through the adoption of their own brands and penetration into the clothing circulation sector, have strengthened the control of consumer influence and clothing circulation, which is basically the same as that of apparel retailers relying on consumer driven growth.

The apparel retailing industry should include manufacturers who have the leading role in clothing circulation and sell their own brands to consumers.

Clothing products include clothing, shoes and hats, socks, gloves, scarves, ties and handbags.

(two) clothing brand types are classified according to brand name, designer brand, seller brand and manufacturer brand.

Brand life cycle is usually longer than designer's career. Designer brand and seller brand are usually difficult to distinguish.

The expansion of manufacturers to the circulation sector, the brand drivers of manufacturers and brand growth drivers are basically the same, so this report uses France, Italy and other countries according to the design and production attributes to classify brand types.

According to clothing brand design and production attributes classification, HauteCouture/TailorMade/Stylist, CoutureReady-to-wear and Ready-to-wear.

Advanced customization: originated in the mid nineteenth Century, the concept and standard of French custom-made women's clothing are widely adopted by many countries. Italy is called advanced customization, and other countries become high fashion. Designers are tailored, handmade and expensive, and are luxury goods.

Ready-made clothing: standardized and industrialized mass production, low price.

Advanced garments: the design and clothing standardization of advanced garments is higher than that of ready-made garments. The price range is larger, but higher than that of garments.

Clothing consumption continues to grow, consumption structure tends to be multilevel and diversified. (1) income, urbanization and population growth are driving the continuous growth of clothing consumption. Driven by the growth of per capita disposable income, urbanization rate and population growth, the consumption level of residents continues to grow and consumption habits are maturing.

Clothing consumption accounts for a relatively stable proportion of per capita consumption expenditure.

According to the total volume of clothing wholesale and retail, the retail sales of key high-end business enterprises, the retail sales of clothing and footwear, which represent all the retail formats, the clothing consumption changes are maintained, and clothing consumption keeps steady growth.

According to the national "11th Five-Year" development plan, the average annual growth of population is controlled below 8 per thousand. The per capita disposable income of urban and rural residents increased by 5% annually. In 2010, the per capita disposable income of urban and rural areas reached 13390 yuan and 4150 yuan respectively, and the urbanization rate of the whole country reached 47%, and the total population of the whole country reached 1 billion 360 million.

Apparel consumption is expected to continue to grow.

(two) the structure of clothing consumption tends to be multilevel and diversified, and the disparity of per capita income, urbanization rate, consumption culture and regional economy makes the consumption structure of clothing more diversified and diversified.

There is a huge disparity in per capita income between towns and rural areas, inside and outside the cities and in the countryside.

The highest per capita income and minimum per capita income in urban areas are about 7.2:1, the highest per capita income in rural areas and the lowest per capita income is about 3.2:1, the highest per capita income in urban areas and the highest per capita income in rural areas is about 6.4:1.

There is a great disparity in urbanization rate in different regions.

In 2007, the average urbanization rate in China was about 44.9%, and the highest and lowest urbanization rates in different administrative regions were 88.7% and 27.46% respectively.

There is a great disparity between consumption culture and consumption habits in different regions.

China has a vast territory and different geographical and cultural differences lead to a great disparity in consumption culture and consumption culture.

Taking the proportion of pragmatic consumers as an example, the proportion of pragmatic consumers in Southern China and northwest is 81% and 50% respectively.

The disparity of regional economies is quite different.

According to the change of Qian Li's per capita income and the theory of industrialization, in the 1964 US dollar, when the per capita GDP is below 100 US dollars, it is a poverty type high consumption, and the per capita GDP exceeds US $1000. After that, the proportion of subsistence consumption has decreased, the proportion of enjoying consumption has increased, and the consumption structure has been upgraded rapidly.

According to the conversion of GDP deflator to US $2007, we found that regional economic disparities lead to a wide disparity in consumption structure in different regions.

The depth of the clothing market is gradually coming to the age of segmentation. (1) international brands monopolize high-end products, domestic brands are homogenized and competition is serious, and international brands are monopolized high-end.

When consumers agree with certain values, brands in different fields can reflect this identity characteristic and form brand chain effect.

The findings show that foreign brands are far more influential than the domestic brands in the high-end cities.

With the continuous influx of international clothing brands, the dominant position of domestic apparel brands has given way to the international apparel brand industry. The domestic high-end consumer market is basically monopolized by international apparel brands.

The competition of domestic brands is homogeneous, and the substitution between brands is strong. The whole brand is in the stage of natural brand.

Clothing CPI and clothing PPI, the overall CPI long-term departure from the clothing brand lack of characteristics, homogenization serious, price competition is fierce, resulting in the lack of bargaining power is the main reason.

Since the beginning of 2008, the form of clothing export has been deteriorating, and a large number of enterprises have turned to the domestic market. The lack of bargaining power in the industry has become more serious.

The development of clothing brand can be divided into four stages: industrialization, natural brand, brand and diversification.

The main characteristic of the natural brand stage is that the brand can be replaceable. Judging from the serious competition of clothing brand homogenization, the Chinese clothing brand should be in the stage of natural brand as a whole.

(two) the number driven growth of single brand channel is approaching the peak, and the era of market segmentation is coming.

Clothing CPI and clothing PPI, the overall CPI long-term departure, but in 2003 so far, representing the middle and high-end consumption of major retail enterprises, clothing sales growth rate has been higher than the sales growth rate for a long time. In 2007, the degree of price deviation has increased significantly, indicating that the irreplaceable nature of high-end brands has increased significantly.

The market segmentation dimension is increasing, but it is still far from enough.

The fashion market has appeared in the 3 dimensional mode of market segmentation, that is, age, price and fashion.

The clothing market usually uses the 4 dimensions of geography, population statistics, psychology and behavior to subdivide a large number of sub dimensions. At present, the segmentation dimension is far from enough.

Single brand channel quantity driven growth is approaching the peak.

In recent years, the growth mode of Chinese apparel retailers is reviewed. The growth of single brand channels is the main way of growth for most apparel enterprises.

In 2007, a single brand with different clothing types and channels was selected as a sample. The channel coverage rate and the compound growth rate in 2007 were calculated.

In 2007, there were 4 municipalities directly under the central government and 333 prefecture level administrative divisions (283 prefecture level cities, 17 regions, 30 autonomous prefectures, 3 allies) and 2860 county-level administrative districts (856 municipal districts, 369 county-level cities, 1463 counties, 117 autonomous counties, 117 flag, one autonomous flag, one special economic zone and one forest area).

According to the different distribution range of target customers, Baozi takes the number of municipalities directly under the central government and prefecture level administrative districts, and the rest of the brands are municipalities directly under the central government, prefecture level and county-level administrative districts.

According to the starting date of the published data, YOUNGOR and seven wolves are based on 2001, while Baozi and Lining take the 2003 as the benchmark, the US bond clothing calculates the compound growth rate of sales revenue in 2005.

Driven by channels, the compound growth rate of sample brands was higher than 20%. In addition to YOUNGOR, which is carrying out channel integration, the channel coverage rate is higher than 60% in 2007.

Although the reasonable channel coverage and calculation method of different brand positioning clothing are different from those of different brand positioning, such a high channel coverage rate must cause a single brand to rely on the number of channels to increase and the possibility of maintaining growth gradually diminished.

Since 2007, the apparel retailing industry's concerns about the expansion of single brand channels have been concentrated on the expansion and expansion of many brands.

Above all, the number driven growth of single brand channel is approaching the peak.

The era of market segmentation is coming.

The comprehensive clothing consumption structure is of multi-level and diversified trend, and the history of clothing brand development is comparable to data and experience.

The irreplaceable enhancement of high-end brands, the increase of market segmentation dimension, and the single brand channel quantity driven growth are approaching the peak. It shows that some of the domestic brands with strong strength have gradually separated from the natural brand stage with strong interchangeable brands, and began to pition to the brand stage of brand diversification and continuous segmentation of the market.

From the perspective of historical data and experience, the Chinese apparel industry is similar to the Japanese apparel industry in the beginning of the mid 1970s market segmentation.

In the 60-70 years of the twentieth Century, the rapid development of Japanese economy, clothing consumption began to rise, consumers favored the trend of Europe and the United States, the main strategy of clothing enterprises is to follow and imitate the trend of Europe and the United States, use the "convenience store" and other new channel mode to share the growth of the industry.

In the early 70s, the Japanese economy was in a downturn, and the consumption demand for clothing declined. The large-scale imitation of the trend of European and American fashion led to similar products, and the clothing CPI began to be lower than the total CPI.

In the middle of 70s, the "apartment type workshop" with individuality and diversity was sprang up, and the market segmentation began to protract. The gap between the clothing CPI and the whole CPI was shrinking.

In 80s, the creative designers and personalized shopkeepers in the apartment style factory launched the DC brand (Designer 1, sand Character 1; s Brand); the market continued to be deeply subdivided, and the apparel CPI began to be higher than the whole CPI. This stage created a number of Japanese fashion designers with international influence, and Tokyo became one of the origins of the century fashion center and fashion.

(1) clear brand positioning and proper operation mode complement each other is the key to fully share the needs of target consumers. The brands of international apparel retailers generally have a clear target consumer group. According to the needs of target consumers, the brands of international apparel retailers have set a clear positioning and suitable operation mode.

The key to fully sharing the needs of the target consumers is to complement each other, rather than a separate brand positioning or operation mode.

Take ZARA and H&M, the typical representatives of quick response, for example, the target customers are those who follow the latest fashion but have limited spending power.

ZARA emphasizes the speed of fashion and the lead time is about 15 days.

H&M pays attention to the balance between fashion and price. The leading period is about 20 days and the price is 30% lower.

The two operations are roughly differentiated as follows: 1. Purchasing and processing methods.

ZARA uses small quantities of raw materials from within the group and small orders from 260 external suppliers.

40% of the fabric comes from Comditel of Inditex group. About 50% of them are not dyed to ensure that ZARA can be dyed at any time in a sales season according to market changes.

The ZARA product 50% is processed by its own factory and 80% by the European national factory near the Spanish headquarters.

H&M does not set up its own factory. It uses the way of establishing offices in the production area to coordinate procurement and production. 60% of products are processed in Asia and 40% in Europe.

2, product categories and publicity methods.

The designer team of ZARA has launched up to 30 thousand new products every year, and has selected 10 thousand kinds of listed sales.

ZARA advertising accounts for only 0.3% of sales. Superior geographical location and sophisticated window design are the main means of publicity.

The way of mass processing in factories reduces the cost and leads to fewer H&M products than ZARA. But every year, a top-level master is selected to cooperate to attract consumers to buy.

(two) build a brand tree to maintain sustained growth in business performance. The brand has a life cycle and a single brand has limited target customers.

Therefore, international apparel retailers usually extend or expand their brand life cycle by expanding or expanding their brand, so as to expand their target market and maintain sustained growth of their business performance.

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