What Should We Do When Local High-End Women Wear Cold Collocation?

Reporters interviewed a number of commercial real estate investment department people learned that, such as the brand, such as long and Baoji, mainly concentrated in traditional department stores, but with the rise of new commercial shopping centers (SHOPPINGMALL) in recent years, the flow of people gradually attracted the past.

And SHOPPINGMALL's favorite is the fast fashion or luxury brand and the light luxury brand, so these local high-end brands are embarrassed.

In fact, not only LAN Zi, another old brand.

It was in June this year that the news of "winding out of women's clothing business" came out.

Baozi, born in Canada, became a local brand after the acquisition of Chen family in the 90s of last century.

The Kenneth Chan family, which has a keen sense of smell, smelled great opportunities in the mainland and quickly marched into the domestic market. However, Baozhuang's creativity, seemingly plain and minimalist, made it very popular for a time. The market share has long been the top three of the domestic women's clothing brand.

By the end of December 31, 2014, the total sales volume of baozi dropped by 12.1% to 1 billion 879 million yuan compared with the same period in 2013, and the profit dropped by 75% to 73 million 200 thousand yuan.

Although, after that, Baozi's actual controller

In an interview with the media, he made it clear that he would not give up fashion and clothing business. But for baozi's sale of Hong Kong stocks, Kenneth Chan interpreted it as baozi's privatization to return to A shares.

But at that time, there was market analysis that "sinking" in the declining performance in recent years, Baozi has been unable to return to the sky in the short term, the women's clothing market is going to reshuffle.

In addition, the domestic

The market capacity of the industry is large and the concentration is low.

Public data show that the overall market capacity of high-end women's clothing in China is about 68 billion. In 2012~2015, the sales of high-end women's clothing in China increased by 33.3%, significantly higher than the overall level of women's clothing industry.

However, the market concentration of domestic high-end women's clothing enterprises is still at a relatively low level. The total market share of the top ten brands of high-end women's clothing sales in China's major retail enterprises is 25.21%, still lower than that of men's clothing and children's clothing.

"The essence and connotation of some high-end clothing prices and brands are not consistent, they need to go down from the original altar.

The phenomenon of high price of some brands in China will also be reorganized until the rational state is returned.

Cheng Weixiong, general manager of Shanghai Liang Qi Brand Management Co., Ltd., a clothing industry marketing expert, said that with the lowering of tariff on imported garments and the increasing number of international brands entering the Chinese market, the domestic high-end clothing market will face a new round of shuffling.