Local clothing brands pass positive energy

Wang Lijin, chairman of Ningbo Xinhualian commercial building, said that the recent debut of the domestic branded apparel has definitely contributed to the creation of the brand of domestic clothing.

Dai Dejun, head of the Ningbo Second Department Store, also believes that this is also a positive signal for industries other than clothing, and has a very large guiding effect on the revitalization of domestic products. “This is also in line with expanding domestic demand.”

The clothing counters at a number of shopping malls found that both local and foreign clothing brands in Ningbo have raised public awareness. In particular, some mid-to-high-end women's brands, sales staff have felt that the number of customers in front of the cargo test clothing increased significantly.

According to Yin Yinna, the person in charge of Ningbo Yintai Department Store, whether it is a foreign brand or a domestic brand, as long as it is cost-effective, good quality, it sells well. “Speaking of cost-effectiveness, of course, domestic brands have an advantage. For example, Ningbo local apparel brand GXG has maintained a steady growth in sales due to its strong sense of design and clear market positioning.”

Since last year, the overall situation of department stores in Ningbo, including apparel sales, is not optimistic, and many Shangchao are seeking for transformation and development. “The development of quality and individualized differences is a preferred road for the transformation of the apparel industry. Our shopping malls are also considering this approach, emphasizing original design and personality in the introduction of clothing brands in stores, and creating quality fashion.” said Wang Lijin.

The confidence of local apparel companies has increased. “National apparel brands have made a high profile appearance in the diplomatic arena. They not only advocated a positive consumption concept, but also increased the confidence of Ningbo apparel brands.” Shi Yun, chairman of Ningbo Feige Group, believes that after years of development, Upgrading, there are currently a number of garment companies in Ningbo, from fabrics to design, from craft production to marketing models, are no less than international brands, the biggest difference is the brand.

“On the one hand, the brand is the accumulation of corporate culture, and it takes time to ferment. On the other hand, the development of the brand is also inseparable from a rational market environment. For a long time, the abnormal consumption of foreign brands has obstructed the health of the national brand. Grow up.” Although in the high-end fashion business women's market segment has achieved good results, Shi Yun still believes that doing the domestic market is “more tired”.

This reporter learned that, especially in high-end shopping malls, national brands cannot enjoy “national treatment” and are often denied. In order to gain the opportunity to compete with international brands on the same stage, some clothing companies can only “curve the country” and go to the domestic market by acquiring and registering foreign brands overseas.

“In the long run, this kind of distorted consumer attitude and market environment will definitely return to normal.” Zhang Xiaofeng, vice president and secretary-general of the Municipal Garment Association, believes that Ningbo garment enterprises must accelerate the transformation and upgrading and pay more attention to the competition of design and branding. To prepare for participation in market competition.

As a clothing city, Ningbo, in particular, should pay attention to the cultivation of designer brands. Zhang Xiaofeng believes that the designer brand is still a short leg of the clothing industry in Ningbo. “A lot of garment companies in Ningbo have introduced a group of outstanding designers. However, most of these designers did not stay in entrepreneurship in Ningbo. This directly led to the design of Ningbo. Brand lags behind."

Zhang Xiaofeng revealed that the City Clothing Association is planning to establish a professional committee for fashion designers, bringing together more than 100 clothing designers in Ningbo to create a good environment for them to start their own businesses in Ningbo and speed up the cultivation of local designer brand groups in Ningbo.

A stock scraping "domestic folk style"

A-share investors who are good at grasping hot topics have not missed the “domestic folklore” mentioned above.

In the past two days, the performance of the A-share apparel sector has been remarkable, and some of the stocks have reversed the market's major gains. Among them, Langzi Co., Ltd., the only Chinese high-end women's clothing company listed on the A-share market, had a cumulative increase of 12.81% in two days. In 2009, when Mr. Buffett, who had been invited to advertise with Mr. Buffett, went to a daily limit of two days.

Ningbo Textile and Apparel listed companies, Youngor two days in the shock of the market fell, but also against the market rose 1.5%; Shanshan shares also outperformed the market.

Some analysts believe that this kind of market performance is a "boldness" of the A-shares in the textile and apparel industry in the past two years. Due to rising costs, high inventory, and weak exports, the winter of the textile and clothing industry has continued for two years since 2011. In 2012, the textile and clothing industry realized a profit of about RMB 250 billion, which is the second lowest point in the growth rate of exports in the past 20 years. Most analysts believe that the overall recovery of the industry will take time.

However, from the last year's annual report announced by the listed companies of textile and apparel companies, some listed companies in the industries such as Smith Barney and Semirwear have ushered in a profit turning point. In December last year, the export chain showed signs of a rebound, showing signs of a rebound in textiles and clothing.

This time the clothing brand "domestic folk style" is a confidence boost for the industry, especially for fashion designers. Although for mass consumers, many local custom brands are still relatively unfamiliar, but the designer groups are familiar. The development of designer groups plays a key role in upgrading the domestic garment industry.

In fact, there have been various indications that under the background of domestic high-level officials pushing for simple and new styles and policies to force domestic demand, various self-branded products, including apparel, are heading for the "fast track."

Further Reading: Segmentation, Personalization, and Differentiation Will Gain More Attention Ningbo Garment Association President Li Rugang believes that in the analysis of the development trend of the clothing industry in Ningbo in 2013, segmentation, personalization, and differentiation will attract more attention. .

Li Rugang believes that due to weak international market demand, more export companies will turn their attention to the domestic market, and the domestic apparel market will become more competitive. To maintain steady development in the fierce competition, we must maintain our own characteristics. At the same time, a new generation of consumer groups represented by the “80s and 90s” are gradually expanding. Their consumption concepts, consumption patterns, and consumer demand are different from those of the previous generation of consumers. Their individualized consumer demand is obvious, and they are more likely to spend on clothing. It favors goods with distinctive features and outstanding personality. These factors will give more attention to personalized and differentiated consumption.

On the other hand, for the consideration of expanding market share and diversifying business risks, apparel companies are subdividing markets, products, and services through a series of operating methods. This subdivision enables the harmonious integration of markets, products, and services. Integrate and turn the original market into a centered product. This means that in the segment market, the company's main position and creativity will be more prominent.