Spring for domestic clothing brands, coming again?


Zara, H&M, Uniqlo in the domestic voice gradually low, Li Ning, Shisan, Bosie and other brands gradually big, the spring of domestic brands has come back.The last spring for domestic clothing brands was back in 2009. At that time, the industry was in a seller’s market, enterprises expanded rapidly through the wholesale mode, and the growth of store number was the main driving force of performance growth.But as 2011 ended, the industry’s rapid growth came to a screeching halt.The garment industry has turned into a buyer’s market, and the extensive growth mode of enterprises relying on inflated prices and channel expansion has failed, while international brands focusing on fashion design have seized the domestic preference for big brands and increasingly picky consumers, and have welcomed rapid growth.Changes in the clothing industry in the past two years are not reflected in the overall growth rate, but in the new round of domestic strong brands.Beaster, Ubras, Shisanyu and other new forces from 0 to 1 speed up, li Ning, Anta, Xtep and other old brands consumer recognition continues to soar.Meanwhile, domestic brands not only pay more attention to their own cultural attributes, but also make fundamental innovations in product development and design, cost-effective and flexible supply chain.In that sense, the coming of spring is different, involving deeper and more radical changes.In 2021, Bosie became a project that investors were desperate to grab.In the four years since its establishment, Bosie has successively won 6 rounds of financing, including B station, Zhenfund, Jinsha River Venture Capital, Castle Peak Capital, Wuyuan Capital and other star institutions.According to 36KR, Ai Xiao, vice president of investment at Aoshan Capital, who missed out on Bosie’s angel round of investment, snatched the project from the crowd by leaving the valuation up to Liu Guangyao, bosie’s founder.What makes Bosie special is that it is a gender-neutral fashion brand.In the context of slowing overall growth, Bosie has performed exceptionally well — the sales volume in the first year is over ten million yuan, maintaining 200% growth for three consecutive years, and the sales volume in 2021 is expected to exceed 700 million yuan.Bosie’s rise is strongly associated with “young people”.Liu Guangyao, the founder of Bosie, was born in 1995 as a Member of Gen Z’s clothing business — 70 percent of Bosie’s customers are post-1995 and 20 percent post-2000.A prominent feature of the post-1995 generation’s trendy consumption is “de-gendered”.Behind this consumption trend is the new generation of self-perception of the value of the new proposition, clothing to show gender component decreased, more to please themselves, the pursuit of physical comfort, without losing the level of appearance and style.Bosie’s actions in building consumption concepts and shopping behaviors in line with generation Z mainly include: 1) Gender-free labels resonate with Generation Z;2) Adopt a team of young designers to cater to the aesthetic trend with rich creative designs that can continuously bring freshness;3) The cultural elements of eight arts, historical stories, mythological texts and even sculptures are used to reflect the spiritual world of young people;4) Through the in-depth cooperation with the new generation idol Peng Yuchang, the release of the joint model of little Prince and Doraemon, and the creation of the same model of stars, etc., while building the brand trend image, excavate the fan economy;5) Use offline pop-up stores as fashion punch points to attract offline consumer groups who re-experience and feed online traffic.Similarly, Beaster, which has largely followed the same path and seen sales rise, is also a fashion brand targeting Gen Z.During the period of Singles’ Day in 2021, the transaction volume of Beaster official flagship store exceeded 200 million yuan, and the industry ranking rose from the ninth in the same period in 2020 to the eighth.Taking Generation Z as the center and trend sensitivity as the radius, and looking outwards, there are far more brands than Bosie and Beaster that have achieved explosive sales in the past two years.To Ubras in the field of underwear, on behalf of the new generation, no size underwear brand, and in recent years women pursue equality voice echo, broke on the design of traditional lingerie devotion to gather together, the full effect, and ignore the constriction, lazy feeling on wearing experience, as well as rims continued oppression chest pain points of health damage caused, been a favourite of female consumers.During the period of 2021 double 11, Ubras’ total transaction volume exceeded 500 million yuan, ranking TOP2 in underwear category on tmall.In the field of minority clothing, it originated from generation Z’s recognition of cartoon game content consumption, rising recognition of national culture, and the aesthetic taste of national style under the guidance of mainstream media, bringing exploration of personalized clothing, film and television clothing and traditional national clothing.Sankeng Clothing Hanfu, JK uniform, Lolita due to its strong aesthetic attributes, social attributes and cultural added value and quickly out of the circle.Among them, weaving Division, Sennu Tribe, PCMY, Aganam, LYNEE, Shisan and other new brands, with good product experience, premium ability, operation ability and brand awareness, stimulate the enthusiasm of the public consumption, market attention continues to surge, become the leader in the segment field.In the field of environmentally friendly clothing, low-carbon, sustainable development and animal protection concepts are in the ascendant. Natural plant fiber has gradually replaced animal leather and chemical fiber in many fashion scenes.As the concept of environmental protection is widely received and valued in developed countries in Europe and the United States, foreign clothing brands started to explore environmental materials earlier.At the beginning of its establishment in 2016, Allbirds, an American leisure brand of shoes and clothing made of natural materials, first selected Merino wool from New Zealand, and then extended to natural materials such as eucalyptus from South Africa and sugarcane from Brazil to make full use of the characteristics of various materials.In 2021, Allbirds went public on nasdaq with a market value of $2 billion.Domestic environmental clothing brands are also budding.Last October, Challenger Capital and Golden Flame Invested in youkeshu, a clothing brand that focuses on health and environmental protection.According to the interview data of consumer bound, the material material that has tree place to use and packaging bag main composition are natural material such as cotton, hemp and regenerated fiber.According to data provided by Li Jian, founder of Youkeshu, sales of its brand reached 1 billion yuan in 2021.The support of domestic consumers for environmentally friendly material clothing can be seen.After H&M’s boycott of Xinjiang’s long-staple cotton in the first quarter of last year was posted on a popular search page, overseas brands such as Nike and Adidas took sides, which came under fierce criticism from Chinese consumers.In the storm, Li Ning, anta, Xtep and many other domestic brands quickly respond to support xinjiang cotton initiatives, in the catalytic consumer attention and goodwill to domestic brands at the same time, but also for the domestic brand market acceptance, share of the increase, the long-term effect.At the same time, the rise of domestic old brands has become an obvious trend.The opposition between domestic old brands and international big brands is not limited to the attitude of xinjiang cotton, the status of domestic brands in the past two years is from a follower, to become the strength of rivals.Behind the trend of original design is the change of power, social culture, lifestyle, aesthetic fashion and production level.Its formation is the collective resonance. Every trend is the result of multi-party game. The trend reflects not only goods, but also social class and group classification.But for now, the power of discourse is still in the hands of international brands.In order to improve their own fashion attributes and brand status, domestic leading clothing brands choose to cultivate local talents, and the introduction of overseas designers, cooperation with overseas design team, stimulate the design vitality, and then create high-end quality, young fashion brand image.For example, Anta aims at FILA, a high-end sports fashion brand. Through cooperation with Jason Wu, former creative director of Hugo Boss, Ginny Hilfiger, founder of Tommy Hilfiger, And Salehe Bembury, president of Design of Versace,It has also appeared in Milan Fashion Week, Shanghai Fashion Week and Shenzhen Fashion Week for many times, creating a leading aesthetic, fighting for fashion discourse, and solidifying its fashion image and status.Science and technology promotion level “science and technology fashion” is becoming a new synonym for domestic leading brands.The consumption habits of generation Z, the main consumer group in China, have changed quietly.Compared with the post-70s and post-80s group, generation Z grew up with favorable material conditions. At the same time, class is solidified and social mobility becomes worse. Only personalized, novel and in-depth experience that enables Generation Z to explore more freely can arouse their curiosity and favorable degree, and generate consumption behavior.In order to meet the needs of generation Z, established clothing brands combine the sense of science and technology with fashion to improve product quality by means of fabric upgrade, function upgrade and technology empowerment, etc., aiming at the detailed needs of different application scenarios, and make many traditional categories radiate new vitality.For example, Helan House’s three-proof T-shirt uses lotus leaf to imitate hydrophobic technology to avoid water droplets, oil drops and stains into the fiber, which solves the pain point of easy pollution in white T-shirts.Senma Duo down jacket added anti-splashing fabric, on the basis of keeping ultra-thin, so that the thermal property further.The configuration of “double carbon plate + Li Ning 䨻 technology + Li Ning Science and technology” combines structural shock absorption with material shock absorption, so that the running shoes have more excellent shock absorption buffer, rebound ability, and effectively reduce the risk of knee and ankle injuries.Product and brand matrix for enterprises relying on a single category and brand, once the core products fall into crisis and it is difficult to recover the situation, the enterprise will be greatly reduced in terms of growth and operation stability.By diversifying products and brands, enterprises can get rid of the above difficulties and serve more consumers by virtue of supply chain advantages and multi-brand operation ability.Such advantages and capabilities will be strengthened with the increase of the market share of the enterprise, become the moat of the enterprise, achieve more long-term and stable expansion, and inject imagination space in the capital level.In addition, the consumer to upgrade with generational change, new consumer demand such as health, safety, environmental protection, while consumers pay more attention to experience and spirit consumption, hot style products with web celebrity brand, the enterprise needs to explore and meet the demand of a new generation of the main consumption preference, also need new products, new brands to meet consumer’s freshness.In recent years, domestic leading brands in the multi-brand, multi-product matrix strategy, to create the second growth curve has been adept.For example, LI NING split out of China LI NING, Li-Ning 1990 product line, to achieve from the mass functional sports to high-end sports fashion.Xipu owns many brands such as XIPu, Gasway, Paladin, Socony, Mille and so on, and its products cover many fields such as mass sports, fashion sports and professional sports to meet the multi-scene consumer demand.With the acquisition of German high-end women’s wear brand Laurel, French designer brand IRO Paris and American light luxury fashion brand Ed Hardy’s ownership rights in the Greater China region, The group develops and gathers strength to high-end fashion brands.At the supply chain level, the internationally mature fast and flexible supply chain model is taking root in China.Taiping Bird, Bosideng, Semar and other brands based on the characteristics of the local market, in the middle reaches of the supply chain to combine the model of futures and spot, reduce inventory risk — during the ordering meeting to the supplier a small amount of basic SLR season, combined with the daily sales situation of the downstream flexible order reorder products in peak season, sales, reduce inventory backlog.The above measures enable enterprises to accelerate product iteration, optimize upstream capacity distribution and improve the overall efficiency of the supply chain while improving sales performance.In 2021, despite the impact of the epidemic, in the competition with international brands, anta, Xtep and 361 degrees all achieved a median double digit year-on-year growth in retail volume.Summary — As a traditional industry, the clothing industry was once considered as a salt and alkali land of capital, and few brands can get the support of investment institutions.However, since 2019, many apparel companies have become the object of capital pursuit.Jingwei China, Hillhouse Venture Capital, Shunwei Capital, Zhenfund, Zhongwei Capital, Bilibili, Bubbomat and other star institutions have entered the game. Fashion clothing brands such as MO&Co, Bosie, Dop Culture, Beaster,Sports fashion brands focus on sports, Particle Fever, MOLY VIVI, MAIA ACTIVE, niche clothing brands return to the Han and Tang Dynasties, More than thirteen, Poetry and All Flowers mirror……One after another.The reasons are as follows: the rise of the middle class and the increase of high net worth people have opened the space for the growth of middle and high-end consumption. Urbanization has driven the development of the sinking market.The consumption behavior of generation Z is significantly different from that of the generation 70 and 80. Although clothing is still optional consumption, it is endowed with more attributes such as social currency, value proposition and emotional dependence, which makes it more attractive to the crowd.National tide, the arrival of the health concept for the industry into new opportunities;Digitization makes it possible to reform supply chains, reduce the risk of inventory overstocking, and make business models more like Internet companies.In this wave of spring, the future of the clothing industry is unknown, but it is certain that this will be a real rise of domestic brands will win.Time and place: May 18-19 / Guangzhou Poly World Trade Expo business negotiation/media cooperation/consultation hotline: 020-37128283

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