Domestic Clothing Consumption Channels Multidimensional Competition Intensifies

In the era of mobile Internet, the growth of scene traffic leads to fragmentation and stereoscopic consumption flow entry, coupled with the evolution of consumption upgrading and consumption main groups. Single or isolated commercial retail mode has been unable to meet the needs of diversified consumption, especially in the clothing industry.

It is understood that the current traditional

The retail industry is facing many difficulties, such as high rents, high retail prices, similar styles, limited choices, no marketing ideas, and the rise of the electricity supplier to the traditional clothing retail industry.

After the "closing shop boom", many large clothing brands have developed their own online sales channels, breaking through the limitations of offline retail.

In addition, businesses now pay more attention to brand influence.

The improvement of the identification degree and the increase of the viscosity of the user and the economic benefit of the fans.

Insiders said that the traditional physical store sales model will continue to be affected by the changes in retail channels and the rapid development of e-commerce sales. In recent years, clothing consumption channels have shifted from traditional department stores and pedestrian streets to "one-stop" shopping centers.

In recent years, especially in the first and second tier cities.

Great changes have taken place in the environment. Shopping centers with shopping, leisure, entertainment and food as one of the "one-stop shopping" shopping centers have become the mainstream consumption places. For the main consumer groups of clothing brand enterprises, shopping modes such as pedestrian streets and department stores are phased out.

According to Zheng Xiaojun, a researcher at Dagong international credit organization, because of the different positioning of the brand, the domestic clothing brands of the middle end are still less stationed in the shopping center, so the change of the business circle also causes a certain degree of diversion to the sales of the clothing brands of the middle end.

In addition, the rapid development of e-commerce has gradually changed the consumption pattern of residents. Online shopping has become a major trend of clothing consumption.

Zheng Xiaojun said that in recent years, China's clothing online shopping market maintained a growth rate of more than 40%.

Because the market structure of China's garment industry is dispersed, the customer loyalty of many clothing brands is generally low. Meanwhile, online online sales have reduced the advertising expenses of many small and medium-sized garment enterprises. Therefore, the clothing brands that consumers can choose on the network platform have increased significantly, which has brought a certain impact on the traditional mode of selling by using physical stores.

Affected by this, many domestic clothing brand operators have begun to pform the O2O operation mode that integrates online and offline.

Zheng Xiaojun believes that in the next 1-2 years, the clothing industry will still face the environment of declining consumer growth. The multi-dimensional competition from international brands, network platforms and new consumption channels will still exist and the competitive pressure will continue to increase. However, the space of clothing consumption market in China is still huge. In the long run, the continuous improvement of urbanization rate and per capita consumption level will bring broad space for the clothing consumer market and help the development of clothing brand operators.

In the future, the product lines of the local clothing market still maintain a fine differentiation and meticulous development. Therefore, the clothing retail enterprises that have clear positioning and can carry out product innovation and product differentiation will have better competitiveness.