5 Years Of The 11Th Five-Year Sale Of The Clothing Industry By The Rapid Sale Of Parity And B2C

5 years of rapid sale and B2C impact

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In the past 5 years, you can not fail to understand these 6 brands -- the Asian parity fast selling elite, "UNIQLO", which is closely followed by the fashion trend, the advertising brand of the electronic commercial aircraft carrier "fan Ke Cheng pin", the brand new "ME&CITY" of the most famous star in the United States, the original folk brand of the network, and the brand "UGG", which is inspired by the Inuit people, has swept the whole world from the mail order, opened the entity shop position and listed on the NASDAQ "Mcglaughlin".

If you only know 5 of these six brands, you are professionals in the industry. If you know 4 of them, you are the mainstay of the times. If you only know 3, you have a sense of smell for the market trend, and if you only know 2 or 2, it means you are really out.

Here, we have to say some key words about the six brands: parity, B2C, quick marketing, pragmatism, upgrading of retailers, integrated stores and ethnic stylization.

These are not only the fastest way to breed and develop the clothing brand in the past 5 years, but also reflect the trend of the times.

In the Chinese market, these styles, buying styles and style trends are also permeating with the sound of the voice, occupying the digital dial of the whole market fashion brand.

If we say that from 2000 to 2005 is the 5 year that foreign brands are stationed in China and Chinese fashion brands challenge the advanced garments, then from 2006 to 2009, it can be said that the Chinese garment industry has entered the 5 years of fast selling and e-commerce.

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Following is also a growth.

At the end of 2009, the "China's top 16 luxury city ranking reports" attracted the attention of the fashion industry. After the news came out, I made a follow-up report. The information I got from the interview made me feel the great changes of the Chinese fashion market in the past five years. "As of the end of December 2009, about 226 retailers in the 44 cities in China have given their prominent positions to the fashion luxury brands. These top ranked 100 top fashion players in the world have opened 1344 stores in China, with considerable sales figures."

The "big name" town store has become one of the highly respected models of domestic retail business in recent years, and the Chinese market is enthusiastic about opening the door to international brands.

Thousands of big international stores are urging Chinese fashion to grow in pain.

The department store and the fashion luxury brand launch a "cut meat like dialogue", to subsidize the expensive decoration fees, to clean up the brand counters around the big brands, and even a lot of department stores are designing according to the standard of big brands when they are going to build the decoration.

These 100 fashion brands are constantly squeezing, and Chinese fashion brands are no longer visible on the first floor of mainstream department stores and shopping malls.

But with the emergence of large-scale "brand fetishism", Chinese consumers quickly embark on the experience of famous brand under the influence of big brands, and also push China's fashion industry to keep pace with the pace, quickly adjust the pace, and learn from large-scale international operations, global sales and professional management.

At the same time, they are learning to build an atmosphere and a vision of the famous brand symbols, so we can see the change of admiration, the brilliant white collar, and the empty pseudo brand delisting.

The dialogue between China's fashion market and luxury goods is just the beginning. The Chinese consumers in the show period are still undergoing metamorphosis. In the future, they will be more appreciative. For local brands, following pressure sometimes is also a growth.

The idea is mature: I don't want to be the boss.

Bragging to become the boss, "industry first, the country's first, and even the world's first" is a common disease of many Chinese clothing enterprises. I once found in many advertising campaigns that the words "the biggest, the most advanced and the best" seem to be the first to win the recognition of consumers, so as to prove the strength of the company.

But the international financial crisis which began in 2008 has changed many people and things. Many of the textile and garment enterprises in the industry are facing the edge of life and death, for example, the folding wings of the leading enterprises of sewing equipment, such as the breakup of the chain of Jiang long holding funds and the flight of the boss, such as the bankruptcy reorganization of Shandong Sakura textile enterprises, etc., they have been in the field of their own for a while, and have been typical of the development of the industry.

When people are shocked by these excellent enterprises' life and death moment, they also give a deep lesson to these enterprises who used to be the boss: the expansion of enterprise scale should not be excessive. If we simply pursue the scale, we will be trapped in the enclosure expansion and the large loan from the bank to get support. Once we encounter the national macro-control and the tight money, these enterprises that pursue the scale will be faced with the financial difficulties.

Fortunately, most of the garment enterprises who experienced the financial crisis began to become mature and rational.

Over the past two years, in communication with some business owners, they have obviously felt their pragmatism and rationality. Whether they are enterprise development or product line layout, they will fully investigate in advance, and no longer make decisions. I think we should thank the financial crisis from this level.

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Capitalization conjecture

When the end of 2007, when BELLE completed the acquisition of 1 billion 600 million yuan, we did not predict that BELLE's relatively less competitive competitor was on the market next Saturday.

Over the past 5 years, the garment industry has been highly capitalized for 5 years.

The sudden rise of China's trend is behind the successful marketing of its new concept of fashion plus sports. What we can hardly ignore is its gambling agreement with Morgan Stanley.

China's trend has won, and KAPPA brands like overnight have become the mainstream of the industry.

And every year, the tide of "listing tide" and the current situation of the real estate business on the scale of the enterprises have concentrated on the characteristics of highly capitalized "11th Five-Year".

In the past 5 years, the initial accumulation of the garment industry has been completed, and the enterprises have begun to become more and more prosperous.

The threshold is gradually improving, and the price of shops will reach the peak in 2007.

At the same time, the first-line brands that are not short of money are pushing ahead with the big store plan, coupled with soaring purchasing and labor costs, leaving the opportunities for small and medium-sized brands to become smaller and smaller.

Integration is inevitable, and the emergence of capitalization means that the whole industry and the reshuffle of cards are aggravated, because the industry has enough capital strength to "carry" pversal "great changes" among industries.

Thus, with the coming of "11th Five-Year" and the coming of "12th Five-Year", the capitalized garment industry also gives us more room for imagination. We will find who will stay and who will leave.

Desolation "wonder"

In 2007, I visited the "Mother River" activity along with the "bird watching civilization" and "seeing the truth". It was really an unforgettable experience.

At that time, the whole society's low carbon and environmental mobilization has not yet been in full swing. For the Chinese people, "environmental protection" is only floating in written and theoretical categories, but fresh and bright in the exploration of the purpose of reporting birds.

After half a month, 12 SUVs went on more than 6000 kilometers along the Yellow River, passing 15 cities and climbing over 4000 meters high.

We walked into the forest and joined the exploration ranks of industrial pollution on the coast of the Yellow River. Yin Yuzhen, who visited the "tree planting people", made us feel shocked and moved. The thin woman struggled with wind sand, desolation and even death for decades, and turned the Mu Us desert into an oasis.

However, at that time, the weather around the world had already had abnormal signs. Just after September, when we drove to Qinghai, it was very close to the source of the Yellow River on the snow border of the Tibet border. Suddenly, the snow was falling heavily in Qinghai.

Just entering the autumn, the trees on the urban area of Xining are still very dense. They are full of gentle warmth. But they were attacked overnight by heavy snow. On the second day, all the green leaves were crushed by the snow. The strange and desolate "wonder" has been branded in the memory.

It is precisely because of this sudden heavy snow that we finally obstructed our footsteps on the snow mountain source of the Yellow River. That regret can give us permanent pondering.

After the Wenchuan earthquake in 2008, the earth seemed to be getting more and more restless.

In 2009, the Copenhagen climate conference became the focus of global attention.

In 2010, China's clothing industry will "low-carbon green, green fashion" into the future important development strategy and social responsibility system.

And whenever I think of "green", I will think of the oasis, the heavy snow and that regret.

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Drunk in fashion

During the two international fashion week in China, designers from all over the country converge on the capital city. They often communicate with some of them in various ways. It is a kind of deep communication that eliminates professional identities. It is also through such exchanges that they really come into the world of designers and appreciate their joys and sorrows.

That year, a very talented knitting designer appeared on the stage of the fashion week in Beijing for the first time. She used the geometric deconstruction design method to create a strong sense of three-dimensional and space for the soft knitwear, breaking the customary style of knitting design and winning admiration.

Later, because of the introduction of friends and her understanding, then on the last night of the fashion week, about drinking and chatting.

I remember that it was a Hangzhou dish in the body. The dishes were very delicate, and the location seemed to be loft, small and delicate.

In the place where she may rise to the waist, she listens to the hard journey of a designer looking for her dream and pursuing her self realization, feeling each and every difficult choice and every brave struggle in hardships.

It was like two o'clock in the morning when the food was closed. Then I went to a quiet place on Sanlitun South Road. I continued drinking and chatting. A guy in the bar was lying on the table waiting for us to leave.

I forgot how much I drank and how much I talked about two people that night. When the wine was bright and bright, we suddenly found that she was going to take an airplane after an hour, and then she withdrew.

Over the past few years, the designer still persists in her pursuit of value, and constantly sees her progress in all aspects.

But so far, the wine and chatting of that night are still deeply remembered. Perhaps it is why we really entered a designer's world.

Thanks to the Frank designer and the evening's communication.