Clothing, food, shelter and travel are four elements of human life.

People put "clothes" in the first place, so we can see the importance of clothes for us.

China's population is one billion and four hundred million, and the huge population base itself constitutes a huge clothing consumption market.

At the same time, with the continuous rise of China's national income and the per capita GDP of over 1000 US dollars in 2004, the Chinese market will enter the era of boutique consumption. Clothing consumption will no longer meet the most basic needs of survival, but will leap into higher psychological needs and self satisfied demands. Especially after tens of millions of people have entered the middle class, their demand for clothing that reflects their social status and tastes will become more and more urgent.

The domestic garment market will be bigger and bigger, and the market segmentation will be smaller and smaller. But the consumption trend of the domestic clothing market will focus on the quality and individuation in the future.

Two, clothing market segmentation analysis

1, gender segmentation

Market analysis: the women's wear market has always been the main body of the clothing market. It has always been leading fashion and fashion, and is a representative of fashion and personality.

The frequency and amount of clothing purchased by women are the largest among all clothing consumption groups.

As a result, many enterprises and resources are fighting in the women's wear market, and there are many brands of women's clothing.

According to statistics, the market share of the top ten brands is not large, and the sum is only around 15%.

The domestic women's clothing brand has a strong regional color, and there is not a "Han style" clothing that can form scale and influence in the whole country, such as brightly coloured, large color blocks, combined with fashionable fashion style, Hangzhou women's clothing industry with southern culture and Shenzhen and Guangdong Humen women's clothing industry with Hong Kong and Macao style.

Many domestic women's brand positioning is basically positioned in the middle and low market, and there are few well-known brands in the high-end market.

At the same time, with the maturity of domestic consumers' consumption concept and the continuous expansion of the domestic market, the world women's wear brand has also entered China, and the domestic market has increasingly become an important part of the world's women's clothing.

Foreign women's clothing brands have entered the first tier cities or specialized stores or counters in China.

Although it has fewer channels and higher price positioning, its impact on the high-end market of women's clothing and the fashion trend of women's clothing in China are huge, basically accounting for the high-end market.

At the same time, in order to expand the mainland market and take up the high-end women's clothing market, foreign brands are moving faster and faster with the domestic brands, and the market competition is becoming more and more intense.

Market analysis: according to the fifth national census bulletin published by the National Bureau of statistics in 2000, the number of male population in China is 653 million 550 thousand, accounting for 51.63% of the total population and slightly higher than that of women. Therefore, China's men's clothing consumers constitute a market that can not be ignored.

At present, the development of men's clothing industry in China has already had a considerable foundation: Men's clothing enterprises have modern production equipment, the product market positioning is relatively clear, and the quality is relatively stable.

In 2001, after 11 brands of shirts were awarded the "China famous brand" evaluated by the China Brand Strategy Promotion Committee, in 2003, 12 men's suit brands were awarded the "China famous brand" title. The development of the physical quality of men's clothing products in China has reached a certain level. The brand concentration degree is higher and the industrial cluster development is faster; the production and operation of enterprises are developing towards serialization, leisure, internationalization, multi brand and diversification, the investment fields of enterprises are expanding continuously, and the resource integration cycle of enterprises is shortened.

Because the brand development of Chinese men's wear market started earlier, compared with other garments mature, but because of new brands emerging everywhere, competition is still fierce.

The top ten brands occupy almost 50% of the market in the country, and the top three: YOUNGOR, Shanshan and Luo Meng have relatively stable market position. Among them, the YOUNGOR market has obvious advantages, the market share is over 10%, the market share of other brands is low, most of them are around 1% and 2%, and they are close to each other.

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2, age subdivision

The classification of adult clothing age in China is basically 18-30, 30-45, 45-65, 65-.

18-30: the consumption group of this age group is the most important group of clothing consumption. It is the group with the largest frequency of clothing purchase and the larger total purchase amount in the consumer group. The population of this age group is around 180 million, of which the female population is slightly more than that of the male, which is opposite to the total population of China.

The group has a certain economic foundation, strong desire to buy, fashion, pursue popularity, personality, dare to try new things, easy to accept all kinds of new brands.

A large part of the group is impulsive shopping.

At present, the most popular clothing brands and the most competitive market segments.

30-45: the consumption group of this age group is the main group of clothing consumption, and the highest value group of consumers who purchase single piece clothing. The population of this age group is around 330 million.

This group is the group with the most abundant economic foundation and strong desire to buy.

But most of the group's outlook on life and values have been relatively mature, so they have their own preferences for style and fashion. Quite a few of them have their own favorite brands.

Quite a few brands are located in this market segment.

45-65: the population of this age group is around 270 million.

The consumer group of this age group has a successful career and a general desire to buy clothes, but there is a higher demand for clothing (i.e. brand demand).

There are fewer clothing brands suitable for the age group in the market, often when there is desire to buy, but can not find suitable clothing brands, especially the women's clothing brands that meet this age are seriously missing, and the market opportunities are large.

65-: the age of the population is around 100 million, the desire to buy is low, and the demand for clothing is not very strong.

The clothing brand for this age group is basically vacant.

3, products are classified into categories.

We classify the major clothing products in the existing market into categories:

Business suit series

The business dress series includes business clothing that is worn during formal business activities and senior business meetings, including clothing categories such as suits (suits), tuxedo (banquet), and so on.

Such clothing represents classic, extraordinary and noble, and is known as "the nobleman of clothing".

The market demand for such garments is definitely high.

Haute Couture series

High fashion is also known as "Star clothing" because such clothing tends to be expensive, such as fashion dinner and advanced ceremonies.

This series of costumes is characterized by luxury and luxury. Most of the YISHION personas are ordered as business models.

Weekend leisure series

In the weekend casual clothing series, it can also be subdivided. The types of leisure that appear in today's market can be roughly divided into: mass recreation (such as Giordano, Baleno, etc.), sports and leisure (such as international Nike, Adidas, Lining's professional sports and leisure, Lacoste's tennis leisure, Wolsey's golf leisure, etc.), fashion leisure (such as ONLY, VEROMODA, etc.), outdoor recreation (such as Paul Shark's ocean recreation, JEEP's outdoor recreation, etc.).

Although there are more and more competitors in the field of leisure brands, each brand has begun to extend the clothing area of the original brand, and put some specific concepts of life or entertainment on it, making it more image and easier to be accepted by consumers.

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"New suit" series

With the "knowledge elites" becoming the mainstream of urban society, the dual pursuit of leisure, human nature and nature has become fashionable. The emergence of a large number of lifestyle suits, casual suits, fashionable suits and business casual wear has broken away from traditional formal or casual clothes, which can be integrated into the new positive dress series.

Casual dress has become a popular trend in the international clothing market in recent years. The concept of "new formal dress" has emerged in this trend in recent years. It is located in the mainstream social crowd of "knowledge elite group". It aims to create a dual pursuit fashion of leisure, human nature and nature. It provides a man / woman a choice that can also show its charm 8 hours away.

In particular, the business casual series is an increasingly popular way of dressing in the international consumer market in recent years, that is, it can be dressed in general business occasions, can also be dressed for eight hours, and can enjoy work and life more relaxed. Therefore, it is also more and more loved by most white collar and successful people.

As the "new formal dress" has inherited the dual elements of formal dress and leisure wear, it has grown into an independent clothing culture. The leading consumer groups of "new formal dress" are young talents in various industries, including technical and knowledge-based art elitist groups, and this consumption group is expanding rapidly.

Three, operation analysis

At present, the clothing brand is mainly based on two modes of operation: Taking the public brand and taking the professional brand.

The two modes of operation are fundamentally different in terms of design, production, price, channel and promotion.

Popular brand analysis

Design and production: the domestic popular clothing brand is mainly designed to meet the general demand of the mainstream public, and mass customization is the main production.

Price: at present, the mainstream prices of the domestic popular clothing brands are mainly concentrated in the middle and low grade; the prices in the middle and high grade are basically formal and fashion brands; the brands of popular clothing imported into the domestic market are few, and the entry is also concentrated in the high-end.

　　渠道：目前大眾服裝品牌行業(yè)流行的渠道方式主要為：自營(yíng)型、加盟型及代理型，三者之間的關(guān)系在于合作經(jīng)營(yíng)者與企業(yè)之間的緊密程度：自營(yíng)型的營(yíng)銷方式對(duì)于企業(yè)而言控制更加緊密，而且在管理上可以企業(yè)的意志而轉(zhuǎn)移，管理阻力較小，但相對(duì)而言在經(jīng)營(yíng)的成本上則會(huì)較高;代理型的品牌營(yíng)銷渠道管理方式，則需要企業(yè)的合作伙伴具有較強(qiáng)的品牌營(yíng)銷及管理意識(shí)，且在經(jīng)營(yíng)地區(qū)的經(jīng)營(yíng)網(wǎng)絡(luò)與背景優(yōu)勢(shì)上要求較高，雙方之間的合作緊密度依據(jù)產(chǎn)品在市場(chǎng)中的盈利表現(xiàn)而定，企業(yè)對(duì)代理者的管理較弱，多是指導(dǎo)與輔助關(guān)系;而相對(duì)于加盟型的營(yíng)銷合作關(guān)系，則是自營(yíng)與代理之間的結(jié)合體，其中即會(huì)有企業(yè)方的資源及資金投入，也會(huì)相應(yīng)的借助合作伙伴的區(qū)域優(yōu)勢(shì)進(jìn)行營(yíng)銷推廣，但在加盟型的渠道合作關(guān)系中，需要企業(yè)具備強(qiáng)大的品牌管理能力及市場(chǎng)形象的創(chuàng)建能

Force can provide more lasting business motivation for franchisees.

In the setting of marketing location, it can also be subdivided into market marketing, franchise marketing and k/A group marketing.

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　　在大中型城市中，消費(fèi)者在購(gòu)買高價(jià)值的服裝時(shí)多會(huì)選擇信譽(yù)較高與形象較好的商場(chǎng)進(jìn)行購(gòu)物，對(duì)于服裝品牌產(chǎn)品而言商場(chǎng)能夠提供更為充足的消費(fèi)群，也可以通過商場(chǎng)的信譽(yù)與形象提高品牌的號(hào)召力與影響力，但是畢竟“僧多粥少”，商場(chǎng)的經(jīng)營(yíng)面積有限，商場(chǎng)在城市中的數(shù)量也同樣有限，這就造成了眾多品牌“競(jìng)爭(zhēng)上崗”的局面，所以也就造成了：雖然商場(chǎng)產(chǎn)品銷量很高但卻并不盈利(經(jīng)營(yíng)扣點(diǎn)高、資金周轉(zhuǎn)慢、管理效率低以及經(jīng)常出現(xiàn)“暗箱”操作的黑色成本支出);而服裝品牌的專營(yíng)店?duì)I銷方式多出現(xiàn)在城市商業(yè)密集地區(qū)的街邊或是以專廳形式出現(xiàn)的商廈(城)中，專營(yíng)店?duì)I銷形式的設(shè)立能夠更加體現(xiàn)品牌的形象表達(dá)力，也可以通過獨(dú)立的展示空間對(duì)品牌文化以及產(chǎn)品風(fēng)格進(jìn)行獨(dú)立設(shè)置，因此也有的企業(yè)將專營(yíng)店向更大規(guī)模的方向發(fā)展，如所謂的旗艦店或中

K/A group marketing is more suitable.