With the rapid development of China's economy, many domestic garments have entered a period of rapid development. Come in great numbers There are also big crocodiles in foreign garment enterprises, compared with domestic mature garment enterprises, they are slightly more obvious in these hundred years of European and American clothing enterprises. Immature In addition, with the rapid expansion of the fast fashion brand in recent years, it is undoubtedly a salt for Chinese garment enterprises in the crevice. For the current situation, according to the brand experience I have adopted, we should adopt diversification. channel The way to adjust the war.

With the advent of the era of 90 and 00, the most unique and personalized way of life has become a very important psychological element for consumers to buy clothes. So, Hongkong brand I.T is a typical example of the diversified development of single clothing. I.T's unique store decoration style and fashionable and diversified clothing styles always attract many fashionable people. It is the darling of China's fashion fads. The multi brand business model enables it to integrate into the most popular design at present, and embodies the "long tail theory" in the clothing segmentation market.

　　 Diversification I think it is the "10 Corso Como" founded by the female editor Carla Sozzani of the former Italy edition "Vogue". It is a fashionable store known by Italy's fashionable people. It not only combines the gifted works of talented fashion designers from all over the world, but also has the comprehensive hedonic space of galleries, bookstores, music shops, design shops, bars and restaurants. Though all kinds of things are complicated, all these things bring you fashion life. It just makes you into fashion people from clothing, and fashion all aspects of life. Brand 。

Although channel warfare has always been the key reason for the winning of domestic clothing brands, it has to be emphasized that the survival of domestic garment enterprises is very small in the first tier cities that are being attacked by foreign brands. When we have not yet been able to compete with them, more channels for planting 2-7 line cities have become a new strategic target. According to the report, the Chinese fashion market has expanded two times in the past 10 years, and the market scale reached 400 billion yuan in 2010. This figure is expected to continue to rise at 10% annual growth rate in the next 10 years. By 2020, China's fashion retail sales will reach 13480 billion yuan.

In the past 10 years, the opportunities for China's garment industry have been concentrated in small and medium-sized cities. And in the next 10 years, many high consumption groups will live in inland or smaller cities. In 2010, smaller cities constituted about 50% of the fashion market. By 2020, 2/3's middle-income class and wealthy consumers will live in four to seven tier cities, and will occupy 60% of the overall growth of the fashion market. For enterprises, this means that the share of interests will be more dispersed.

According to the survey, according to the survey results, if the clothing of medium and high price is to achieve 80% coverage in the market, enterprises need to enter 462 cities. By 2020, in order to maintain the same market coverage, enterprises will need to enter 568 cities. Then, the consumers who focus on serving the medium and small cities will win the opportunity for the next better development. If we want to succeed in the future, enterprises need to know more about consumers, not only to occupy favorable channels, but also to enhance the emotional marketing ability of terminal channels, so that the brand terminals can create an exciting shopping experience for consumers.