Analysis of Current Situation of Chinese Garment Industry

With the development of China's economy, the number of women's wear brands has a very high growth rate, but the women's brands are more regional. Women's brands with a higher market share nationwide are more market share than men's wear brands. Relatively low consumer groups and unstable consumer brand loyalty are also relatively low.

1. Women's clothing market has prominent regional features and has not yet achieved national brand breakthrough.

Chinese women's products have a strong regional color, and there is no real brand that can form a scale and influence in the country. For example, the women's wear industry in Hangzhou has a strong atmosphere of Jiangnan culture; Wuhan women's wear advocates bright colors and deep color patches; Shenzhen and Guangzhou draw on Hong Kong and Macao's fashion elements and design concepts because of their proximity to Hong Kong and Macao. After these regional brands have reached a certain stage of development, they begin to directly and selectively develop into target cities. China has a vast territory and varies in customs. There are differences in dressing habits and body temperament between the southern women and the northern women, and there are also differences in the acceptance speed and degree of international fashion. After years of development, Chinese women's wear still has obvious regional characteristics. At present, the domestic high-end market for women is almost entirely occupied by foreign brands.

2. With the development of girls' wear series as the key point, middle-aged and old women's wear brands have “blind spots”.

Chinese women's clothing has basically met the needs of women's clothing after many years of fumbling, but only girls wear has a relatively individual character. According to “China Fashion News” statistics: Women's market share in the first decade of the brand mainly in young women, its color, style and size are not in line with middle-aged women. Middle-aged and old women's wear brands have become the "blind spots" for the development of the women's apparel industry. They lack sufficient stamina and are clearly lacking in personality.

3, China's women's design power is relatively weak, brand positioning is blurred.

1) The weakness of the overall design force of China's women's wear is one of the major “bottleneck” in which China’s women’s wear industry is unable to achieve rapid development. The designer is the "soul" of women's clothing. Women are like a door, and opening it requires the spirituality of the designer. The women's wear has the characteristics of novel design, high timeliness, short cycle, and rapid changes, which must require companies to have strong design strength and ability to adapt to the market. Just relying on the development path of copying and plagiarism, it is doomed that women's wear in China cannot form their own brand style. If China's women's trademarks are overshadowed, the brand's positioning with the brand's products tends to be more prominent, with poor complementarity, and lacking its own design concept.

2) Many women's enterprises in China are husband and wife family-style management. It is difficult for excellent clothing talents to enter. Even if it is difficult to adapt to the enterprise environment in the late period, the phenomenon of loss of the clothing talents is more serious. China's women's enterprises are still far from the road of international integration. Compared with the West, domestic women's enterprises are less concerned with brand culture and brand strategy. They are more concerned about which brand their stores can enter, whether they can attract more franchisees, and neglect branding and brand positioning. Compared with the cultural accumulation of famous European brands, Chinese women's brands have a wide gap in the design of the lead, brand culture, and fashion concepts.

4, the degree of concentration of production, poor brand stability

In Qingdao garment processing, there is a high degree of concentration in underwear production and there are a number of brands with a high market share: In terms of fashion, women's wear in Shenzhen, Hangzhou, and Humen has become a big spectacle with its own characteristics, but the concentration of production Has always been lower than men's products, and the brand is less stable and has a shorter life cycle.

5, equipment technology and related facilities lag behind the development of Chinese women's booming.

1) Some of the women's enterprises are lagging behind in terms of process technology and equipment; the matching of surface materials can not keep up with the development of the clothing industry, and the fabrics used to produce high-end products are dependent on imports to a certain extent.

2) The level of product quality among enterprises varies, and the quality of some companies remains unstable. According to AQSIQ's review of the quality of 77 kinds of women's products of 177 companies in 10 provinces and cities, the sampling rate of products is only 70%.

6. China's women's "price war" has intensified.

Due to the blind style imitation of Chinese women's wear, the sales form finally evolved into a big price war and terminal sales promotion. According to the “2014-2018 Market Demand Forecasting and Investment Strategic Planning Analysis Report of China Women's Wear Industry” published by the Industry Research Institute of Forward-looking Industry, it is revealed that at present, China’s women’s clothing stocks are serious and the turnover is slow; women’s clothing companies are conducting price wars each other, and consumption is loyal to women’s brands. The degree is low and the market share is unstable. If you want to break through the pattern, women's clothing companies should use their own strengths to accelerate their transformation and find their own positioning points.