Current Situation of Women's Clothing Industry

Low industry concentration and fierce competition

Industry concentration is low. According to the data of clothing retail sales of key large retail enterprises in the country, the market share of the top 10 enterprises in the women's clothing market from 2008 to 2010 was about 25% (the market share of the top 20 enterprises was about 35%), while the market share of children's clothing, women's underwear, men's trousers, woolen sweaters, men's shirts and men's suits were: 40.8 per cent, 60.57 per cent, 35.44 per cent, 36.17 per cent, 40.44 per cent and 33.10 per cent. In 2011, the market share of the top ten brands in the women's clothing market increased to about 28%, but it was still low compared with other categories.

The industry is highly competitive. The domestic brand clothing retail market is in a state of complete competition, including more than 20000 women's clothing enterprises. Take high-end women's clothing brands as an example. In recent years, the concentration of the top ten companies in the high-end women's clothing brand market has shown a downward trend. The market share of the first brand is decreasing. In 2008, the market share of Ports ranked first was 5.91. In 11 years, the market share of Ports ranked first dropped to 2.99, and the brands from second to tenth were unstable and changed frequently.

Brand women's clothing positioning convergence, facing "Tao brand", overseas brand competition

Personality is not prominent, positioning convergence. Domestic brand women's regional color outstanding, there are Chinese, Hangzhou, Beijing, Guangdong and other styles, but the terminal channel to achieve the national layout of the less. At present, in the brand design, positioning of the more obvious results of the domestic high-end women's clothing brands are Hong Kong-listed Ports and A- share listed Longzi shares. Ports's internationalization and scale expansion are more in place, Longzi with personalized design ability outstanding, but compared with men's clothing brand, the income scale is generally small.

Facing competition from "Tao brand" and foreign brands. The e-commerce model has won the favor of many consumers, especially young consumers, due to the omission of the cost of intermediate links and the convenience brought by the high efficiency of express logistics. At the same time, it has further reduced the barriers to entry in the industry. Every year, many individuals or small companies pour into the women's clothing industry through e-commerce channels. It is conservatively estimated that the number of B2C women's clothing "Tao brands" on e-commerce websites such as Taobao, Paipai and Yintai is close to 500.

Consumer trends are dominated by foreign brands, emphasizing personalization and fashion.

Due to the strong consumption growth prospect in the Greater China market, from positioning high-end luxury goods to low-end fast fashion brands have stepped up their efforts to lay out the Chinese market. By the end of 2011, ZARA, H & M, C & A, GAP and Uniqlo had 92, 77, 36, 13 and 113 stores in China respectively, showing a trend of rapid development. In addition, foreign fast fashion brands to the two or three line development trend is obvious.

Operation mode: industrial chain, supply chain, channel mode, product strategy

We summarize and analyze the brand women's clothing enterprises from the aspects of industrial chain, supply chain, channel mode and product strategy. At present, most of the women's clothing brands listed in A shares and Hong Kong shares adopt the line of light assets, while the high-end women's clothing brands tend to have some high-quality production capacity. In terms of supply chain informatization construction, domestic brand women's clothing is in progress. In the channel structure, the proportion of direct sales is generally high because the channels of high-end women's clothing brands are mainly medium and high-end shopping malls.

Consumer trends are dominated by foreign brands, emphasizing personalization and fashion.

Due to the strong consumption growth prospect in the Greater China market, from positioning high-end luxury goods to low-end fast fashion brands have stepped up their efforts to lay out the Chinese market. By the end of 2011, ZARA, H & M, C & A, GAP and Uniqlo had 92, 77, 36, 13 and 113 stores in China respectively, showing a trend of rapid development. In addition, foreign fast fashion brands to the two or three line development trend is obvious.

Operation mode: industrial chain, supply chain, channel mode, product strategy

We summarize and analyze the brand women's clothing enterprises from the aspects of industrial chain, supply chain, channel mode and product strategy. At present, most of the women's clothing brands listed in A shares and Hong Kong shares adopt the line of light assets, while the high-end women's clothing brands tend to have some high-quality production capacity. In terms of supply chain informatization construction, domestic brand women's clothing is in progress. In the channel structure, the proportion of direct sales is generally high because the channels of high-end women's clothing brands are mainly medium and high-end shopping malls.