女装行业发展趋势和存在分析问题分析

类别： 新闻中心 星级：3心 访问：58 发布时间：2014-04-18 10:27:00

随着中国经济的发展，女装品牌的数量有一个较高的增长率，但相比于区域性更强的、全国范围内占据更高的市场份额男装品牌而言，市场占有率还比较低，消费群体还不稳定，消费者对品牌的忠诚度还较低。

中国女装品牌业发展至今，纵向比较已经有了突飞猛进的发展，但与国际先进水平相比，中国的女装品牌在品牌设计、品牌理念和品牌文化上，还是有一定的差距。虽然，现在中国的女装产品的品种，颜色，款式很多，企业的生产技术，设备，管理水平显著提高，但产品的品牌很少，品牌的价值很低，。在服装制造水平上，我们在一个相对较短的时间内迅速赶上了国际水平，现在能承接任何国际知名品牌的产品在中国生产。但从国际市场看，几乎所有的高端市场被国外品牌占领，国内品牌很少能走出“国际”。中国是一个十三亿人的大国，是世界上最大的服装消费国和生产国。中国的服装行业近年来有了很大的发展，服装行业对中国的出口作出了巨大的贡献，极大地促进了中国国民经济的发展。

市场容量

全世界每三件服装中，就有一件是中国生产的。到2013年底，中国女装企业已有12000家以上的规模，总资产500000000000元。中国女装行业的整体规模很大，稳步扩大有序，同时增加生产企业，逐渐增加的竞争，而品牌带来的溢价较还比较少，提升利润空间还很大。2013，女性服装行业销售收入1057614000000元，同比增长18.83%。利润总额76319000000元，同比增长38.72%。

渠道分析

2013中国电子商务交易总额为10670000000000元，占社会消费品零售总额的7.7%。服装占中国网购市场的最大份额，市场规模的增长超过了50%。 女装仍然是服装行业网上零售市场中所占的比例最大的。C2C服装零售市场继续转向B2C天猫的比例是最大的。三年前，中国的服装产业开始大规模进入电子商务领域，经过三年的跨越式发展，现在中国服装电子商务需要如何进行深层次的飞跃？目前网上女装品牌主要还是适合大众消费的产品，国际一线品牌的高档品牌尚未正式进入电子商务领域，但这种现象正在改变，近年来高端商业品牌女装电子商务发展正在稳步推进。

产业集聚

近年来，市场竞争战略已从单纯的企业战略逐步像产业集聚战略演变，随着市场经济的发展，中国服装行业的产业分布的显著特征是产业集聚。中国的服装产业主要集中在珠三角，长三角，环渤海地区和东南沿海地区，其中女性服装品牌企业也相应地处于这些地方。每一个产业带都有明确的市场定位和集中的产品类别。

市场走势

随着女装市场的快速发展和竞争的加剧，市场上出现了一些具有相当实力的女装品牌，这些品牌带有明显的区域产业集群的特点；中国女性追求时尚化、个性化、规模化、品牌化的趋势越来越明显；女性更加倾向于休闲化、多样化、个性化、时尚和品牌的女装。

品牌的发展趋势

现代消费者追求个性化、风格完美适合自己的服装,选择自己最喜欢的衣服是一种时尚。大多数女人都愿意用服装来显示自己的文化水平和品位。各个年龄段的女性消费者对品牌服装的要求越来越高。这使得女装市场更加分化，有休闲服,运动服,女装,女士套装,时尚休闲,以及量身定做等等,还可以提供更加个性化的服务,如提供独特的设计来满足不同年龄、不同的经济地位和文化背景的女性消费者需要。服装企业逐渐进入资本市场,通过重组等方式,并购完成资本操作,很多大的女装企业目前已扩展到多个品牌。到2015年,中国的女性的工业总产值将达到1.8343万亿元。

存在一个问题

很多国际品牌加快了在中国市场上的布局,对中国民族品牌的产生了很大的影响。服装行业的行业体制深入改革,纯市场竞争为使人们的幸福指数显著提升;但女装行业商品质量参差不齐 ,也限制了女装行业的发展。和国际市场接触日益密切的中国女装行业也受到了空前的影响。订单、成本上升等不利因素逐渐浮出水面,限制了行业的扩张速度,女装行业在中国市场的企业和以出口贸易为主体的加工企业遇到了巨大的生存危机。女装企业应该如何适应国内外市场需求变化?

为了全面、准确地反映女装行业发展现状和未来趋势,根据中国国家统计局(national bureau of statistics)国内外海关总署、相关行业协会和相关的基本信息和报纸和杂志出版的专业研究单位提供的大量的数据。根据女性服装产业在中国女装市场的供求情况,女装行业链的情况,对女装市场的发展趋势作了详细深入的分析,并根据行业未来发展前景和趋势，谨慎考虑分析,为女装行业投资者寻找新的投资机会，为企业了解女装行业以及投资提供决策参考。

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Womens clothing industry trend analysis problems and opportunities

Along with the development of Chinese economy, the number of womens clothing brand has a high growth rate, but womens clothing brand, strong regional nationwide higher market share compared to mens clothing brand of womens clothing brands, the market share is still relatively low instability and consumer groups, consumer brand loyalty is relatively low.

The Chinese womens clothing brand industry development up to now, the longitudinal comparison has been the development by leaps and bounds, but compared with international advanced level, Chinas womens clothing brand design and brand concept, in the cultural, we still have some gap. Although, now Chinas womens clothing brand products production is low; Product variety, color, style a lot; Enterprises production technology, equipment, management level increased significantly. In the clothing manufacturing level we are in a relatively short period of time quickly catch up with the international level, can undertake any international famous brand products in China now processed. But looked from the domestic market at present, almost all high-end market is occupied by foreign brands, from the international market, very few domestic brands can walk out of the 'international'. China is a big country of one billion three hundred million, is the worlds largest clothing consumer and producer. Has great development in recent years, Chinas garment industry, clothing industry has made great contribution to Chinas export, the development of the apparel industry to promote the development of Chinas national economy greatly.

Market capacity

All over the world every three pieces of clothing, including one from the production in China. By the end of 2013, Chinas womens clothing enterprises above designated size of more than 12000, total assets of 500 billion yuan. The overall scale of Chinas womens clothing industry is very big, expanded steadily and orderly, while increasing production enterprises, the competition gradually increasing, but the brand concentration or at lower levels, lift profits space is still large. In 2013, womens clothing industry sales income 1.057614 trillion yuan, up 18.83% from a year earlier. Profit total 76.319 billion yuan, up 38.72% from a year earlier.

Channel analysis

In 2013 Chinas e-commerce transactions totalled 10.67 trillion yuan, in 2013 Chinas online retail transactions total accounted for about 7.7% of the total retail sales of social consumer goods. Clothing occupy the largest share of Chinese online shopping market, the size of the market grew by more than 50%. Womens clothing is still the biggest clothing online retail market segmentation, up proportion. C2C clothing retail market continues to shift to B2C, electricity day cat and that share is the largest. Three years ago, Chinas garment industry started mass into the field of electronic commerce, then after three years by leaps and bounds, now Chinese clothing electronic commerce how to carry on the deep leap forward? Currently online womens clothing brands mainly mass consumer market of the public, and international first-line brand high-grade brand has not yet officially entered the electricity, but this kind of phenomenon is changing. At the same time, womens electricity in a high-end niche business branding is steady progress in recent years.

Regional landscape

In recent years, the competition has from pure manufacturing enterprise strategy to gradually concentrated strategy evolution, in a market economy development of Chinas garment industry, in the industrial distribution of prominent feature is the industrial agglomeration. Chinas garment industry is concentrated mainly in the pearl river delta, Yangtze river delta, bohai rim region and the southeast coastal areas, in which womens clothing brand enterprises are also scattered accordingly. Every industry is concentrated with a clear market positioning, the characteristics of the product category is concentrated.

Market movements

With the rapid development of womens clothing market and competition has intensified, the market emerged in a considerable strength of female outfit brand, was born has obvious regional color industrial cluster; Chinas womens vogue, individuation, scale, and brand trend more and more obvious; Women tend to XiuXianHua, diversification, personalization, fashion and the brand.

The development trend

Modern consumer pays attention to personalized dress, the pursuit of style and perfect themselves, to choose their favorite clothes is a kind of fashion. Most women are willing to use clothing to show their own cultural level and grade. The female consumers of all ages is becoming more and more high to the requirement of brand clothing. This makes the market more differentiation from the less popular casual wear, sportswear, womens wear, ladies suits, fashion leisure, tailors, tailored, etc., also deep personalized services, such as specially designed to meet different ages, different economic status and cultural background of women consumers need. Clothing enterprises gradually enter the capital market, through the way such as restructuring, mergers and acquisitions to accomplish the capitalization operation, a lot of larger womens clothing enterprise at present has been extended to more than one brand. By 2015 Chinas womens gross value of industrial output will reach 1.8343 trillion yuan.

There is a problem

The layout of the international brand has accelerated in the Chinese market, the flood will cause certain impact to the Chinese national brand. Clothing industry is one of the industry system reform thorough, the pure market competition has brought peoples happiness index of dressing change significantly; But the general practitioners own quality the good and bad are intermingled, also restricts t

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