Not long ago, as a domestic a-share and h-share listed shares, once known as China's women's clothing stock, La Chapelle entered the bankruptcy liquidation process. Similarly, the well-known casual wear brand Metersbonwe (Metersbonwe) sold for 0.3 billion yuan in its store in Shenyang, Liaoning Province, and was questioned about selling it to save itself.

Recently, the phenomenon of clothing brand management has aroused great concern both inside and outside the industry, and triggered a series of speculations about the current situation of China's clothing industry. "although some individual clothing brands have encountered problems of one kind or another in the process of development, we should also see that a large number of clothing enterprises have joined the digital economy and accelerated their transformation and upgrading in the throes and changes. the quality and market competitiveness of China's clothing industry continue to improve." Chen Dapeng, vice president of China Textile Industry Federation and President of China Garment Association, said.

The development of the industry is stable and good.

In contrast to individual clothing brands such as La Chapelle, more and more clothing brands in my country have seized the opportunity in the new consumer trend and won the market.

Winner Fashion, a listed company with a women's clothing brand, recently announced its performance forecast for the first half of 2023. Data show that winner Fashion's net profit in the first half of 2023 increased by more than 65% year-on-year. The relevant person in charge of the company said that the recovery of consumption is the main theme of the market in 2023. In the future, Winner Fashion will continue to promote the long-term strategy of multi-brand, omni-channel, platform, upstream and downstream, carry out new upgrades, and build the core competitiveness of commodities.

In addition, the peace bird also issued a performance pre-increase announcement. The announcement shows that Heping Bird is expected to achieve a net profit of about 0.251 billion yuan attributable to shareholders of listed companies in the first half of 2023, a year-on-year increase of about 89%.

Public data shows that Biinprofen, known as the "Chinese Golf Apparel Stock", will have operating income of 1.826 billion yuan, 2.303 billion yuan, 2.72 billion yuan and 2.885 billion yuan in 2022. In the first quarter of this year, Biinprofen's performance hit a record high in the same period, achieving revenue of 1.08 billion billion yuan, a year-on-year increase of 33.1. Net profit attributable to the parent company was 0.3 billion billion yuan, up 41.4 year on year. The sustained high growth of business performance reflects the Bienlofen's leading position and strong adaptability in the field of high-end sportswear.

Casual wear brand Jeanswest (Jeanswest) has also done well in recent years. "In 2020 and 2021, Jeanswest's e-commerce channel sales increased by 50% and 83%, respectively, and Jeanswest's e-commerce channel sales increased 1.18 times year-on-year in 2022." Liu Weiwen, director and deputy general manager of Rising Sun Trading (China) Co., Ltd., told reporters.

"Judging from the consumption situation in the first half of the year, the recovery trend of the clothing market is relatively good." According to Yin Xia, deputy director of the Statistics Department of the all-China Business Information Center, among the 16 types of unit retail sales data released by the National Bureau of Statistics, the growth rate of clothing, shoes and hats textile retail sales reached 12.8 percent. my country's clothing brands are working hard to increase varieties, improve quality, and create brands, and actively absorb useful elements such as technology, green, and national trends. The value of clothing products has been improved, which is the basis for the rapid recovery of the clothing market this year.

Consumption upgrade active market

From the highlight moment to the exit, the core problem behind La Chapelle's exit is the slow pace of the business model in the market. Fashion models need to move with the times, and La Chapelle clearly doesn't really do that. Although La Chapelle has previously said that the company's poor management is mainly caused by changes in the market environment. But La Chapelle, who found the cause, did not find a more effective prescription, let alone the key to enter the door of a new consumption model.

Nowadays, with the rise of a new generation of consumers, the traditional fast fashion consumption model is being replaced by a more diversified fashion lifestyle. Chinese clothing brands and clothing designs that integrate more traditional Chinese cultural elements are recognized by more and more consumers. Personalized brands rely on small orders and fast-moving flexible supply chains to seize more market shares in the fashion industry and clothing. More and more personalized fashion designer brands are emerging. E-commerce platforms such as Douyin, Kuaishou and Little Red Riding Book are enabling clothing brands to change their marketing mode in various ways......

In Yin Xia's view, most of the brands with stable industry position and steadily expanding market scale have unique brand image and outstanding core categories. "For example, Biyin Lefen, through differentiated brand positioning, has carried out golf culture brand gene precipitation in the T-shirt market where leisure brands gather, firmly grasped the individual needs of consumers, highlighted the brand tone in product design, image display and marketing channels, stabilized its leading position in the industry after the T-shirt category, then made efforts in men's shirts and other categories, carried out multi-brand strategy, and recently acquired some internationally renowned brands. For example, Bosideng, a down jacket brand, focused on down jacket categories in 2018 and proposed to create a brand image of down jacket experts. Through product innovation, cultural empowerment and endorsement by international designers, Bosideng has successfully achieved the goal of brand upgrading. On the basis of consumer recognition, Bosideng has begun to extend categories based on professional technology, and the sunscreen clothing products launched this summer have also achieved good results." Yin Xia said.

Industry experts said that the clothing consumer market has now entered a new stage of consumer quality, personalization, focus on clothing taste, clothing value, highlight brand positioning, and brand culture development. Consumers buy not only goods, but also need to pass Brand symbols perceive the core value of the brand.

optimization and upgrading of industrial ecology

Although China's garment industry is facing development pressure, the development of the industry is still in an important period of strategic opportunities, and there are new dividends to be tapped. From the successful brand cases, we can see that there are still many opportunities in China's clothing market, and the key is whether the clothing enterprises have the ability to grasp the opportunities.

"At present, the growth rate of the clothing online sales market is slowing down, brand competition is heating up, and creating new increments in the stock market is the key direction of brand sustainable development." Liu Weiwen said that the traditional e-commerce platform has gradually lost the flow dividend, the future dividend lies in how to use the industrial Internet to improve and enhance the efficiency of the supply side of the industry.

In recent years, my country's apparel industry has actively adapted to the digital wave. While the consumer Internet continues to advance, it is accelerating towards the industrial Internet. The mass customization production model is becoming more mature, and the application of "Internet" technology is accelerating.