From One Branch To The Next, Women's Trousers Are Becoming More And More Popular.

" clothing The industry has always had the theory of pants industry cluster, and the Chinese trousers industry is also pushing the cluster in the development. Zhang Qianyu, vice president of the Chinese trousers Industry Council and chairman of Chongqing Tian Mian trousers industry, said.

The clustering of Chinese trousers industry is not only related to the increasing competition of garment industry, but also to the industry reality that "single brand is hard to make a strong brand".

In this regard, more and more clusters began to use women's trousers as the nugget point for their entry into the market. But with the development of women's trousers, where should China's trousers go?

　 Trousers competition

"The first cluster of Chinese trousers is Guangdong. Even in recent years, many new women's pants clusters have sprung up everywhere, but the leading position of women's trousers in Guangdong has not been shaken up to now. Zhang Qianyu told reporters.

The reasons for the superiority of Guangdong women's trousers should be attributed to the geographical position of Guangzhou's advantages.

"As an early opening city in China, and adjacent to Hongkong, Guangdong has always been China. Clothes & Accessories The birthplace of the tide. This sensitivity to fashion is also transmitted to the products of Guangdong women's pants. In Zhang Qianyu's view, Guangdong women's trousers have absolute advantages in terms of fashion.

For this advantage, Li Yang, general manager of Guangzhou Zhuo Shilong trousers, is also quite confident. He told reporters: "Guangdong women's pants have absolute advantages in product design and research and development. Local enterprises in Guangdong are very concerned about the trend of Europe and the United States, and are also in line with international trends in product development. Therefore, compared with other women's pants cluster, the fashion of Guangdong women's trousers is at least two times faster than that of Zhengzhou women's trousers.

At the same time, He Rong, Secretary General of the Chinese trousers industry, is not easy to replicate the Guangdong model elsewhere.

A large part of the accessories needed for women's trousers is from Guangdong. At the same time, Guangdong's abundant human resources also make it difficult for other industrial clusters to stand up. He Rong told reporters that Guangdong's perfect industrial chain is also incomparable elsewhere.

In this regard, Henan women's pants choose to embrace the situation, "Chinese pants look at Zhengzhou" slogan also shows the determination of Henan in the women's pants Market.

"Henan caught women's trousers business opportunities in 2003. At that time, when the country was in the SARS period and restricted the flow of personnel, Henan enterprises paid high salaries to retain local designers. He Rong believes that it is this move that provides a solid backing for the future of Henan's women's trousers.

Henan's trousers were really famous in the country in 2005.

In 2005, 12 women's trousers enterprises jointly held a press conference in the Great Hall of the people in Henan. In the same year, Henan women's trousers representative enterprise M·SUYA invested 5 million yuan to participate in CHIC (China International Clothing and Accessories Fair).

"Without this series of publicity measures, the slogan of" Chinese women's pants watching Zhengzhou "is hard to get recognition in the industry. He Rong said.

and Henan women's trousers Behind the series of big initiatives, the support of the local government depends.

"The Henan government has long taken the industry of women's trousers as the sixth pillar industries in the region. For this reason, the government has also given great support to the development of women's trousers enterprises." He Rong told reporters that in order to support the development of women's trousers in Henan, the local government approved 70% yuan grants from the 22 clothing associations in the province and 30 million of the clothing companies. This is hard to imagine elsewhere.

It is precisely because of the enormous support of government support for industrial development that other clusters have gradually begun to copy this pattern, and Chongqing is one of the more representative clusters.

"The Chongqing government's support for the local women's trousers industry has also been very strong in recent years." Zhang Qianyu told reporters that in addition to setting up industrial parks for enterprises, the government also gave enterprises support in tax policies and other aspects.

As for how Chongqing trousers go to the whole country, the local government also plans to promote the influence of Chongqing women's trousers cluster with 5~8 dominant brands.

For the rising star Zhuzhou, it is obvious that we can only rely more on ourselves.

"Zhuzhou's trousers are basically copied from Guangzhou. Because it is a rising star, so there is not much "baggage", in terms of innovation is very good, the product is also very fashionable. Zhang Qianyu said.

Li Yang also felt deeply about this. "At present, many Zhuzhou enterprises have worked with the design studio in Guangdong to strive to enhance the product's fashion."

At the same time, some people in the industry say that the enterprises in Zhuzhou are very heavy in weight, and the price of Zhuzhou women's trousers is low. But the unsustainability of this low price mode also makes the future of Zhuzhou women's pants lost. {page_break}

　 Market competition

Lost in confusion is not only Zhuzhou pants. As more and more clothing companies begin to join the women's trousers Market, the future of women's trousers has become a problem for many women's trousers.

"The single category of women's trousers in Zhengzhou has developed very fast, and is also very high in the whole country. However, we feel more and more pressure in the development of shopping mall channels. Zhao Sunli, general manager of Zhengzhou Ya DA women's trousers, told reporters that at present, the trousers area of many shopping malls is shrinking. At the same time, with the continuous improvement of the rent in the primary market and the rising cost of labor, the single shop profitability of women's trousers brands has been declining.

At the same time, garment enterprises are also eroding the market of women's pants enterprises.

"At present, more than 40% of the trousers sales in the Chinese market are dominated by clothing companies, mostly concentrated in clothing brand stores." In Zhang Qianyu's view, this is both an opportunity and a challenge for women's pants business. "40% share also means that pants enterprises have great room for development. Especially in the past 1 years, the whole garment market is in the downward stage. In this regard, women's pants enterprises should strive to develop the first-line market. "

In fact, women's pants enterprises need to change the current situation of joining agents, and the three or four line market as the main market is not without opportunities. To enter the second tier market and expand the shopping mall channels, enterprises need to constantly deepen the market segmentation, and strive to do fine and meticulous products. But at present, Chinese women's trousers enterprises are still far from enough.

"The Chinese women's pants are very homogeneous in their products at present, and the motivation for innovation is not enough." Zhang Qianyu told reporters that women's pants as a single product, to make brand influence does have great limitations. Therefore, a lot of women's pants enterprises are still taking the amount of money, but not the design and R & D investment.

This phenomenon, a senior industry veteran told reporters: "many of China's women's pants cluster King complex are very heavy, after making a little achievement, began to stop innovation." But for the phenomenon of women's trousers industry, he also understands that many enterprises have their own marketing channels, and these channels and consumer audiences have their own fixed style demand for goods. In this regard, if hastily innovating, it means that enterprises have to break their original turnover and may temporarily lose their original consumers. "Pains and innovations have risks, which is also the concern of enterprises in innovation."

But the transformation of products is also an urgent problem for women's trousers enterprises. After all, in the face of the escalating consumption trend, if there is no subdivision and precise product positioning, it is very difficult for a single category of trousers enterprises to find their place in the future market.

　 Transformation dispute

For the development of single category, she realized it very early and tried to change it.

"It is really difficult for a single category to make influence. Therefore, many enterprises started by single category eventually turn to serial development." Zhao Sunli told reporters that the brothers and nine herd kings were all started up with pants products, and serialization has become an important way for future development of single category enterprises.

"Since last autumn, we have gradually adjusted the product mix to develop serialization." Zhao Sunli told reporters that in terms of jackets, Ya Li Da and Korea. Designer Cooperate and strive to remove obstacles after entering the shopping mall.

However, it is not easy to turn the development from single category to serialization. How to enrich the category without losing the original advantage is the first problem that enterprises must face.

"In the positioning of the jacket, we adopt the operation mode of the audience with the pants as the target audience." Zhao Sunli said that this mode of operation is precisely to ensure that enterprises are developing their own core competitiveness when expanding their products.

But not everyone is optimistic about the future of serialization. In Li Yang's opinion, there are different modes of operation in the product design, supply chain, and terminal channels. Moreover, a single category is not without prospects.

In this regard, Zhang Qianyu also deeply agreed: "enterprises in the operation of brands, there are two ways of operation, one is large and full, two is small and refined. Single products do well, and they also have their own living space.

Zhang Qianyu told reporters that during his previous visit to Europe, he found that there were many single brand stores in Europe. "I see a more than 200 square meter shirt shop, which only sells men's shirts, with all kinds of materials and styles. Therefore, it is not a matter of mode that a single product is not done well, but an enterprise is not in place in product or operation. "

For the future of Chinese women's trousers, Zhang Qianyu believes that "clusters and enterprises must make brand in the whole country. They must be inseparable from the product innovation spirit of Guangdong enterprises, the brand awareness of Zhengzhou enterprises and the support of Zhengzhou government."