With the acceleration of urbanization in China, the rapid development of China's real estate market, China's online shopping is increasing, China's fashion and creativity become the mainstream. As a commercial real estate with both commercial concepts and real estate themes, the clothing specialty market has become the “cheese†of many investors. According to the statistics of the “Cloth Marketâ€--China's clothing market portal, currently there are nearly 1000 professional garment markets, and the apparel specialty market that has been newly built and rebuilt in the past five years has accounted for more than 80%, and the market area for new garments has been increased. It reached nearly 100 million square meters, and the complex (hotels, office buildings, convention centers, residences, creative design centers, logistics centers, storage centers, passenger transportation centers, network information centers, etc.) with the theme of clothing specialized markets reached an area of ​​nearly 5 Billion square meters. At the same time, these market complexes (commercial cities) have shown a good sales trend with the booming Chinese real estate market. Unfortunately, due to the blind construction and development of China's apparel specialty market, especially the real estate sales and marketing model into the apparel industry market, resulting in a large number of new markets have emerged difficult investment and difficult operations. In Wuhan, Wuxi, Shenyang, Changshu, Beijing, Shanghai, Suzhou, etc., a large number of new professional clothing markets were built vigorously, inviting business people, cooperating and opening up, and loosing the market. This trend has brought a lot of questions to the future construction and development of China's apparel specialty market: What is the Chinese clothing specialty market? Where is the future direction of the Chinese garment market going?
In the same period, the clothing specialty market in China has also experienced large-scale growth. According to the incomplete statistics of "service market exchange," the number of China's apparel specialty markets has soared from more than 400 in 2003 to nearly 1,000 in 2010, and the total operating area has grown from more than 10 million square meters to nearly 200 million square meters. The clothing business market's single business area is from the previous 3-5 million square meters, increased to 100,000 or even 200,000-500,000 square meters. The million-million-square meter apparel professional market is no longer a dream, and there have been With a theme of clothing, the business area has reached a few million square meters of market commercial complex. Wuhan Hankou North Clothing Market, Shenyang International Textile & Garment City, Wuxi New World Garment City, Pinghu China Garment City, and Liyang China Garment Nanbeihui...... The investment in the new apparel professional market has become a new taste for the development of the garment industry, and is even more of a professional clothing market for China. The investment added a bit of worry.
In theory, the increase in apparel production, the garment market is also increasing simultaneously, coupled with the reform of the professional market to re-integration and wholesale and retail, investment should not be too big a problem. However, under the drive of “going out wholesaleâ€, “networking†and “short-flowingâ€, the new professional clothing market is facing multiple pressures from the branding, integration of resources, channel diversion, and model innovation. Changes in the apparel market channel have resulted in a relatively narrow wholesale platform for the apparel specialty market. Some old-fashioned apparel specialty markets have also gradually entered the wholesale and retail environment. As a result, the newly-built apparel specialty market away from the traditional clothing business district can create a wholesale atmosphere and successfully attract investment. Even more rare.
1. The number of thematic franchise stores has increased significantly - franchised big stores have become new forms of apparel sales. At the end of the 20th century, the sales revenue of China's largest apparel companies was less than 5 billion yuan. There are only a few companies with sales revenues of 100 million yuan. At present, the sales revenue of the country’s largest apparel companies is nearly 20 billion, and companies with sales revenues of 100 million yuan are common. In 2010, it was a very unusual year in the history of China's garment industry. The development of the industry has entered a new historical stage. In an unprecedentedly complex and ever-changing environment, the industry has accelerated its adjustment and upgrading, and the new pattern of the industry has become increasingly clear.
2. The emergence of small-scale retail networks began to emerge – net approval has become a new trend in the online shopping market. At present, there are nearly 100 professional websites for apparel wholesale in China, and online shopping, online approval, online merchants, and online products are diverting the wholesale share of the traditional clothing market.
3, the old professional clothing market to expand the scale - to expand into a new professional apparel market. According to the market exchange statistics, the business area of ​​the traditional old clothing market has almost doubled in the past five years from 2005 to 2010 in the Chinese traditional clothing wholesale market. "Old and strong" has become a feature of China's apparel specialty market.
4. Single-store direct operation - Short-stream terminal becomes a new model for the retail market. Today's apparel brand companies are no longer simply recruiting regional agents. Instead, they directly start point-to-point operations with second- and third-tier cities and even county-level direct sales stores. In the form of an agent, the intermediary agency that used the wholesale of the professional market was removed.
It can be seen that the environment of China's garment specialty market has changed, the model has changed, and businesses have changed. However, the thinking of developers in most professional markets has not changed fundamentally. In addition, real estate sales and advertising are being promoted in ways that include "subjective judgment, inertial thinking, blindly following, and imitating the outside world." Some clothing markets copied the market structure of Yiwu and copied the market model of Wuxi. They did not know that the professional market positioning was "different and lost."
China's apparel specialty market has entered a new era of "multiple industry integration and multi-functional compounding". Precise positioning has become the overall market for new garments. The investment promotion and operation of the new apparel specialty market must be done from four aspects. Get down to "systematize planning and positioning:
1, three-dimensional composite positioning. Abandon the traditional orientation of the flat market and mixed formats, combine the topic of subdivision and composite functions, increase the market's exhibition, creativity, training and other service functions in the vertical market, and at the same time, branding, chaining, and capitalization. New combinations of operations.
2, integrated chain group investment. The apparel companies and brand companies will directly conduct point-to-point docking with professional market operators to establish an "integrated circuit board" investment model, that is, to start business integration before market development and construction, instead of simply relying on small agents to piece together. In this way, it has greatly promoted the effective promotion and orientation of professional markets and customized investment, while avoiding the disadvantages of small businesses such as "not strong, decentralized management, speculative utilitarian, and difficult to adjust", after effectively nurturing and integrating professional markets. Form a complete agent operating system.
3, brand chain development. There is no time for the newly-built professional market to “pay for money by digging a pitâ€. Brand chain development not only guarantees the influence of the investment in the branded market, but also ensures the development of the market through chain-like operation and management. Sex and science, lay a good foundation for the market in the investment operation.
4, professional network product type operation. Professional operation is a prerequisite for successful investment promotion in the garment market. In the future, with the advent of online e-commerce, the professional market will also enter the era of comprehensive networking. The network will become the wings of the physical platform for the professional clothing market, and the apparel professional market will also enter the new stage of the apparel network product market. On the one hand, with the help of professional market platforms, channels, resources, brands and strengths, we will create brand operators that operate independently in the apparel market and achieve a shift from "market developers" to "market operators" in the apparel market. . On the other hand, establish a dual platform for the clothing market entity and network, through the interactive operation of online and offline, to promote the effective investment of the new professional clothing market.
The investment and operation of the newly-built clothing market is also a reflection of China's brand-name online economy and real estate industry innovation. The new professional clothing market will compete with the old fashion professional market for merchants and markets, and will inevitably be affected by multiple networks, modes, and terminals. The constraints of factors, therefore, how to reduce the risks of investment and operation in the newly-built fashion professional market. Only by continuously creating, creating, innovating, and creatively developing topical segments can we expand our “cheese†without external factors. Impact. The realm of "God has changed and the shape has not changed, the heart has changed and the situation has not changed".
In the same period, the clothing specialty market in China has also experienced large-scale growth. According to the incomplete statistics of "service market exchange," the number of China's apparel specialty markets has soared from more than 400 in 2003 to nearly 1,000 in 2010, and the total operating area has grown from more than 10 million square meters to nearly 200 million square meters. The clothing business market's single business area is from the previous 3-5 million square meters, increased to 100,000 or even 200,000-500,000 square meters. The million-million-square meter apparel professional market is no longer a dream, and there have been With a theme of clothing, the business area has reached a few million square meters of market commercial complex. Wuhan Hankou North Clothing Market, Shenyang International Textile & Garment City, Wuxi New World Garment City, Pinghu China Garment City, and Liyang China Garment Nanbeihui...... The investment in the new apparel professional market has become a new taste for the development of the garment industry, and is even more of a professional clothing market for China. The investment added a bit of worry.
In theory, the increase in apparel production, the garment market is also increasing simultaneously, coupled with the reform of the professional market to re-integration and wholesale and retail, investment should not be too big a problem. However, under the drive of “going out wholesaleâ€, “networking†and “short-flowingâ€, the new professional clothing market is facing multiple pressures from the branding, integration of resources, channel diversion, and model innovation. Changes in the apparel market channel have resulted in a relatively narrow wholesale platform for the apparel specialty market. Some old-fashioned apparel specialty markets have also gradually entered the wholesale and retail environment. As a result, the newly-built apparel specialty market away from the traditional clothing business district can create a wholesale atmosphere and successfully attract investment. Even more rare.
1. The number of thematic franchise stores has increased significantly - franchised big stores have become new forms of apparel sales. At the end of the 20th century, the sales revenue of China's largest apparel companies was less than 5 billion yuan. There are only a few companies with sales revenues of 100 million yuan. At present, the sales revenue of the country’s largest apparel companies is nearly 20 billion, and companies with sales revenues of 100 million yuan are common. In 2010, it was a very unusual year in the history of China's garment industry. The development of the industry has entered a new historical stage. In an unprecedentedly complex and ever-changing environment, the industry has accelerated its adjustment and upgrading, and the new pattern of the industry has become increasingly clear.
2. The emergence of small-scale retail networks began to emerge – net approval has become a new trend in the online shopping market. At present, there are nearly 100 professional websites for apparel wholesale in China, and online shopping, online approval, online merchants, and online products are diverting the wholesale share of the traditional clothing market.
3, the old professional clothing market to expand the scale - to expand into a new professional apparel market. According to the market exchange statistics, the business area of ​​the traditional old clothing market has almost doubled in the past five years from 2005 to 2010 in the Chinese traditional clothing wholesale market. "Old and strong" has become a feature of China's apparel specialty market.
4. Single-store direct operation - Short-stream terminal becomes a new model for the retail market. Today's apparel brand companies are no longer simply recruiting regional agents. Instead, they directly start point-to-point operations with second- and third-tier cities and even county-level direct sales stores. In the form of an agent, the intermediary agency that used the wholesale of the professional market was removed.
It can be seen that the environment of China's garment specialty market has changed, the model has changed, and businesses have changed. However, the thinking of developers in most professional markets has not changed fundamentally. In addition, real estate sales and advertising are being promoted in ways that include "subjective judgment, inertial thinking, blindly following, and imitating the outside world." Some clothing markets copied the market structure of Yiwu and copied the market model of Wuxi. They did not know that the professional market positioning was "different and lost."
China's apparel specialty market has entered a new era of "multiple industry integration and multi-functional compounding". Precise positioning has become the overall market for new garments. The investment promotion and operation of the new apparel specialty market must be done from four aspects. Get down to "systematize planning and positioning:
1, three-dimensional composite positioning. Abandon the traditional orientation of the flat market and mixed formats, combine the topic of subdivision and composite functions, increase the market's exhibition, creativity, training and other service functions in the vertical market, and at the same time, branding, chaining, and capitalization. New combinations of operations.
2, integrated chain group investment. The apparel companies and brand companies will directly conduct point-to-point docking with professional market operators to establish an "integrated circuit board" investment model, that is, to start business integration before market development and construction, instead of simply relying on small agents to piece together. In this way, it has greatly promoted the effective promotion and orientation of professional markets and customized investment, while avoiding the disadvantages of small businesses such as "not strong, decentralized management, speculative utilitarian, and difficult to adjust", after effectively nurturing and integrating professional markets. Form a complete agent operating system.
3, brand chain development. There is no time for the newly-built professional market to “pay for money by digging a pitâ€. Brand chain development not only guarantees the influence of the investment in the branded market, but also ensures the development of the market through chain-like operation and management. Sex and science, lay a good foundation for the market in the investment operation.
4, professional network product type operation. Professional operation is a prerequisite for successful investment promotion in the garment market. In the future, with the advent of online e-commerce, the professional market will also enter the era of comprehensive networking. The network will become the wings of the physical platform for the professional clothing market, and the apparel professional market will also enter the new stage of the apparel network product market. On the one hand, with the help of professional market platforms, channels, resources, brands and strengths, we will create brand operators that operate independently in the apparel market and achieve a shift from "market developers" to "market operators" in the apparel market. . On the other hand, establish a dual platform for the clothing market entity and network, through the interactive operation of online and offline, to promote the effective investment of the new professional clothing market.
The investment and operation of the newly-built clothing market is also a reflection of China's brand-name online economy and real estate industry innovation. The new professional clothing market will compete with the old fashion professional market for merchants and markets, and will inevitably be affected by multiple networks, modes, and terminals. The constraints of factors, therefore, how to reduce the risks of investment and operation in the newly-built fashion professional market. Only by continuously creating, creating, innovating, and creatively developing topical segments can we expand our “cheese†without external factors. Impact. The realm of "God has changed and the shape has not changed, the heart has changed and the situation has not changed".
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