Apparel Market Research Report
Part One, Foreword…………………………………………………………... 3 pages
Part 2, investigation purpose, scope, time schedule……………………………………Page 5
Part 3 , Actual itinerary……………………………………………………...Page 5
Part 4, business districts and dealers in various places, Analysis of the main situations of products and consumers………………Page 8
Part 5. Analysis of mainstream products………………………………………… …………Page 29
Part Six, Analysis of Marketing Model and Channel Circulation Model………………………………Page 38
The Seventh Sector, Future Development Model…………………………………………… Page 50
First Plan: XXXXXXXXXXXXXXXXX………… ………………………………Page 50
Second option: XXXXXXXXXXXXXXXXX…………………………………………………… Page 52
The third option: XXXXXXXXXXXXXXXXX……………………………………Page 54
The fourth option: XXXXXXXXXXXXXXXXXXXXXXXXXXX ………………………………Page 58
Part 8, Conclusion………………………………………… ………………Page 65
Part One, Foreword:
XXXXXXXXX Co., Ltd. focuses on the future development direction of the enterprise; enters into clothing brand management; and specially establishes a management team. Adhering to a rigorous work attitude, we selected five major cities in China, including Harbin, Beijing, Shanghai, Hangzhou, and Chengdu, to conduct mainstream clothing market research. The purpose was to understand the products, marketing models, business districts, agents, consumer spending habits and other markets. The purpose is to start clothing brand management better and faster; and use brand management as a new growth point for future corporate benefits.
Under the leadership of XXX, the investigation team composed of XX, XXXX, and Shanghai, Hangzhou, Wenzhou, and Chengdu conducted market research on products, marketing models, agents, and consumer spending habits. From this, I conducted a large number of interviews and field visits; obtained first-hand information;
Gradually a fresh idea emerged.
1. XXXX#$%^&*@#$%^&?><@; In today’s large clothing consumption market of 500 billion yuan in China, no company’s market share can reach 8 %; the market lacks leading brands; the market calls for the emergence of leading brands.
2. XXXX?#￥% has not been involved in the field of brand management before; "test operation" can be used to test the safety of investment. That is, choose a time period; test whether product positioning and price positioning are accurate through 5-8 stores and 2-3 seasons? Are the logistics and distribution models competitive? Is the terminal management system complete? Is the management team coordinated and effective? Once these systems are perfected, they can be promoted and operated on a large scale to maximize corporate value.
3. The competition for mass casual wear is fierce and the selling price is too low; the threshold for entry is too high when the market network is not large-scale; the investment risk is too high; fashion changes too fast and the technology is complex to achieve standardized large-scale production. ; Only fashionable and casual wear that takes into account both ends is our broad road. The price range is: spring and summer clothing @#$——$%^; autumn and winter clothing is: *&^——%$#; this price is slightly higher than "O###, E￥￥￥" and higher than "E% %%%T, T.B.2, B.2" are low; the sales channel is shop-in-shop in mainstream shopping malls.
4. In a simple sentence: start from a small area, start from a high price, and start from a specialized product.
Analysis of my country's women's clothing market
Wang Yao, deputy secretary-general of the China Chamber of Commerce and deputy director of the China National Commercial Information Center, analyzed that in 2004, shopping malls continued to increase their promotional efforts and women's clothing became more fashionable. The trend is obvious, brand concentration has increased, and more Hong Kong brands have entered the domestic market, but there is still a lack of leading brands in the country. According to statistics from the China National Commercial Information Center, from January to September 2004, the total sales of clothing products by 100 major large-scale retail enterprises in the country reached 22.4 billion yuan, a year-on-year increase of 23.4%; the sales volume was 120 million pieces, a year-on-year increase of 15%, all with high growth rates. last year. The sales of more than ten kinds of clothing products monitored have mostly increased compared with last year, among which the sales of women's clothing increased by 21%. In terms of sales structure, women's clothing sales accounted for 23.85%, ranking first. According to statistics from the National Bureau of Statistics, from January to September 2004, the national consumer price increased by 4.1% year-on-year. In September, the price of clothing commodities increased by 0.4% from the previous month, of which the price of women's clothing increased by 0.4%.
1. Sales characteristics of women's clothing market
Women's clothing is the most actively sold among clothing products. Data from major shopping malls across the country show that women's clothing sales accounted for 26% of clothing sales in 2002 and 2003. Women's clothing sales increased by 29% in the first three quarters of 2004. The growth rate of women's clothing sales in 2002 was basically the same as that in 2001. The growth rate of women's clothing sales in 2003 has dropped to 9.6%, which reflects the shift towards branding in the women's clothing market. The increasing sales volume in the first three quarters of this year indicates that shopping malls are increasing their promotional efforts. .
1. Discounts and coupon promotions are popular
This year, various merchants have led the trend in discount promotions with clothing. Compared with previous years, clothing products are discounted for a long time and the price is reduced significantly. Some brand products are even discounted as soon as they are launched. In addition, the promotion form of rebate coupons is very popular in the industry. However, because rebate coupons are greatly restricted in consumption, discounts have become the first choice for merchants' promotion methods, which intensifies market competition to a certain extent. Some well-known brands still maintain good sales momentum even though they do not participate in discounts.
2. Professional women's clothing advocates fashion
More and more brands have developed from purely professional suits in the past few years to today's casual and fashionable high-end professional women's clothing, penetrating With the keen sense and fashion concept of fashion designers. The flexible and bold use of colors, local changes and matching make women's clothing permeate with elegance and fashionable style, and are novel in style.
3. Health is fashion.
After the SARS period in 2003, the concept of health has been deeply rooted in the hearts of the people. Especially for women's intimate underwear, wool and cashmere products, etc., the demand for health and safety has become stronger.
4. There is still a shortage of clothing for middle-aged and elderly people
Judging from the market situation, youth and fashion lead the trend of the domestic clothing market, especially for young women under the age of 30, and the market supply is relatively small. There is plenty of clothing available, but the supply of clothing suitable for middle-aged and elderly women over 45 years old is small, with few styles, specifications and models, and there is little space for shopping. At present, there are almost no counters selling clothing for middle-aged and elderly women in large department stores and clothing stores. Even if there are, they are small in scale and the styles of clothing sold are old, making it difficult to meet demand.
2. Brand development status of women's clothing market
Although there are currently no well-known trademarks for women's clothing, many women's clothing brands have been deeply rooted in the hearts of the people, such as: "White Collar", "Sirli", " Huaxin" etc. With my country's accession to the WTO, some well-known foreign brands have entered the Chinese market, and some have occupied a certain market share, such as ESPRIT, ETAM, etc. Summarizing the current development status of brands in the women's clothing market, the main characteristics are as follows:
1. Clothing consumption has shifted from product consumption to brand consumption
This year's clothing market brand advantages are more prominent, and consumers' choices Concentrating on well-known brands, competition is very fierce. According to the monitoring of the China National Commercial Information Center, the top ten brands in the women's clothing market are basically well-known brands. Compared with last year, they are relatively stable and concentrated.
2. The concentration of brand consumption market has increased
The development of women's clothing branding has become increasingly mature, and the concentration of brand consumption has gradually increased. In 2000, the consumption concentration of the top ten women's clothing brands was only 12.25%, 14.52% in 2001, and increased to 15.06% in 2002.
In 2000 and 2001, only one company had a comprehensive market share of more than 2%. In 2002, the top two companies both had a combined market share of more than 2%. In 2003, the comprehensive market share of the No. 1 brand exceeded 3%.
3. More Hong Kong brands enter the domestic market
Based on the in-depth understanding of the clothing markets in Harbin, Shenyang, Tianjin, Ningbo and other cities, mainland consumers love Hong Kong’s fashion design and Tailoring, agreeing with the price, and especially interested in new brands. Mainland retailers are optimistic about Hong Kong clothing brands and are keen to introduce them. At the same time, more and more Hong Kong brands are optimistic about the mainland women's clothing market. Hong Kong clothing brand Crocodile Shirt has changed its past focus on developing men's clothing series and launched a women's clothing series this year to focus on the mainland market.
4. Domestic women's clothing brands lack leading brands
Domestic women's clothing brands have strong regional characteristics, and none of them can form a scale and influence across the country. For example, the "Han style" clothing that was developed in the past quickly emerged in Humen, Shenzhen, Shanghai, Hangzhou and other places in Guangdong. No matter which school, after several years of development, they have made great achievements, but the regional characteristics still remain. Very obvious.
Part 2: Investigation purpose, scope and time arrangement
Purpose of investigation: to truly understand the market and provide decision-making basis for decision-makers!
Scope of investigation:
1. Harbin: Hongbo Plaza Business District, Central Street Business District, Yuanda Songlei Business District.
2. Beijing: "Xidan Juntai Business District", "Wangfujing Business District", "Yansha International Trade Saite Business District"
3. Shanghai: Qipu Road Business District, Nanjing Road Business District, Xujiahui Business District, Lujiazui Business District;
4. Wenzhou: Wuma Street Business District, appointment#￥%%%;
5. Hangzhou: Wulin Plaza Business District, Yan'an Road Business District;
6. Chengdu: Chunxi Road Business District, Yanshikou Business District,
Time schedule: omitted
Detailed itinerary: Omitted
The fourth part explains in detail the business districts, dealers, consumption habits, etc. in various places.
Chapter 1, Harbin’s comprehensive situation:
Section 1, Harbin business district
1. Harbin’s clothing business district is mainly the Hongbo Plaza business district, Central Street Business District and Yuanda Songlei Business District.
2. Hongbo Plaza is located near Harbin Railway Station. It is an underground shopping mall; the surrounding commercial facilities are very mature. Hongbo Plaza and Hongbo Century Plaza are mainly operated by old wholesalers and traditional traders. After years of cultivation and market adjustment, Hongbo has become a clothing distribution center in the three northeastern provinces; radiating to Russia, Poland, Ukraine and other countries in the Far East. However, Hongbo Century Plaza has shown a trend towards brand management; domestic sales are retail; franchise methods are used to standardize the terminal image, product series, etc.; and export sales are wholesale.
3. Central Street is adjacent to the Songhua River in the north and Xinyang Road in the south. It is a century-old commercial street. It was rebuilt in 1997 and took shape in 2003. The street is 1,450 meters long and 23 meters wide. It is also a It is a tourist destination; the flow of people is very large, with an average of more than 300,000 people per day; it is home to mid- to high-end shopping malls and ground-floor shops. Shopping malls include: Parkson, Central Mall, Jinan Europa, Songlei, Vientiane City; major clothing brands include "ONLY, ETAM, BAISC HOUSE, TB2, ES, Fulmark, Lady House, ELAND" and so on. The grades are all around mid-range, with retail prices ranging from 200 to 1,200. In addition to Russian crafts stores, Harbin specialty stores, and restaurants, the most popular shops on the ground floor are casual clothing stores, including: Giordano, Baleno, Life Geometry, and Metersbonwe. , Yichun, Semir, Jeanswest.
4. Yuanda, Songlei and New World business districts are across from Hongbo Plaza; they are major retail business districts; the flow of people is very large; brands from all over the world are concentrated here. Songlei and New World represent high-end stores in Harbin's retail district; retail prices are in units of "thousands."
Section 2, data analysis: Harbin retail companies ranked 12 companies with sales exceeding 10 million in August
Basic list of Harbin shopping malls: Songlei, Yuanda Building, Qiulin Commercial Building, Qiulin Shopping Mall, New World, Central Shopping Mall, Jiamusi Hualian Commercial Building, Mudanjiang Department Store, etc.
According to August statistics from the Harbin Municipal Statistics Bureau, there were 12 large-scale retail commercial enterprises with retail sales exceeding RMB 10 million that month.
The 12 companies are: Heilongjiang Yuanda Shopping Center Co., Ltd. topped the list with sales of 77.85 million yuan, an increase of 34.8%; Harbin Central Red Group Co., Ltd. 62.23 million yuan, an increase of 8.9%; Harbin Black Swan Home Appliances Distribution Industrial Co., Ltd. 61.18 million yuan, a decrease of 16.2% compared with the same month of the previous year; Harbin Lianqiang Commercial Development Co., Ltd. 44.79 million yuan, an increase of 3.0%; Harbin First Department Store Co., Ltd. 39.52 million yuan, an increase of 29.2%; Harbin Songlei Co., Ltd. 26.74 million yuan, down 1.6%; Harbin New World Department Store 22.2 million yuan, down 1.8%; Harbin Carrefour Supermarket Co., Ltd. 21.32 million yuan, down 8.5%; Kunshan Runhua Commercial Co., Ltd. Harbin Branch (Dafuyuan) 20.16 million yuan (net increase); Heilongjiang Trust-Mart Department Store Commercial Plaza Co., Ltd. (three stores in total) 17.6 million yuan (net increase); Shenzhen Wal-Mart Zhujiang Department Store Co., Ltd. Harbin Zhongshan Road Branch 15.88 million yuan, a decrease of 0.5%; Heilongjiang Gome Electric Appliances 11.09 million yuan (net increase) net increase).
According to statistics, Harbin achieved a total retail sales of consumer goods of 5.51 billion yuan that month, an increase of 13.9% over the same month of the previous year. After deducting price factors, the actual increase was 12%.
Section 3, Dealer Interview
1. #￥￥￥, from Harbin; contact information: 1—*%￥. I have been engaged in clothing wholesale for 14 years; now I am dealing in jeans; I am a wholesaler and wholesaler at Hongbo Hongjun 2nd Road; I have self-operated stores in Suiwenhe, Jiamusi and other places; I am a retail business; Asset evaluation: tens of millions.
2. YYTR￥, contact information: T…………Y; retail distributor, operating mass casual wear; when the network was the largest, it had 98 stores; annual repayment amount was 47 million.
3. RTTE, deals in fashionable women's clothing, %￥—*%#￥%%%.
Interview analysis of dealer concepts
A. In terms of distribution model:
Dealers are aware of the profit margins of clothing retail and understand the importance of a robust sales network. Selling clothes yourself is the biggest and safest guarantee; they are all very happy to participate in the construction of retail distribution network; but they are also looking for a "leader" with a high starting point and standardized management. Competitive products, standardized sales management, and quick-response market operation mechanisms are their "golden allies." Before the "golden leader" appeared, we could only operate the clothing wholesale business according to the previous operating methods.
B. In terms of business products
Wholesale products are required to be fashionable, trendy, and easy to become popular, and are often single products and single categories. A package of 25-40 styles, with 4-6 best-selling styles, can lead to a stable season. It is required to respond to the market very quickly, organize production, and distribute goods to the places where the market needs them most as soon as possible.
Retail brand clothing products are required to be fashionable, trendy, and easy to popular; they also pay more attention to the improvement of product structure. There are usually about 130 styles of goods for one season; 2-3 colors/style; 2-3 main colors per season; 2-3 auxiliary colors; plus traditional popular colors of black, white and gray; four sizes of clothes and 5 trousers code; focus on overall matching. The emphasis is on quality of life and taste. Clothing brands from all over the world are here, ranging from high, high and low-end. Each shopping mall has slightly different positioning and different brands. However, several brands such as ONLY and ETAM have extended their styles and selected different product combinations for different shopping mall positionings. There are phenomena such as "you must enter every shop" and "one shop has many stores".
Section 4, Comprehensive Analysis of Consumer Situation
Harbin has a population of more than 4 million, of which 2/5 are in the age range of 22 to 30 years old, with incomes between 3,000 and 3,000. The 5,000 yuan range accounts for about 1/13; the basic characteristics are: like to separate work and life; pay attention to the quality of life; Harbin’s daytime is relatively short and the annual temperature difference is large; most of the time is in the ice period; pay attention to thick and simple; at the same time, the weather Whenever possible, they strive to show their brilliant style.
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2. 2/5 of the people in the age range of 22-30 years old have an income of 3,000-5,000 yuan; the price of consumer clothing is about 300 yuan per piece, accounting for 56.35%; the price of consumer clothing is 800 yuan Left and right/piece, accounting for 23.65%; consumer clothing price is around 1,000 yuan/piece, accounting for 12.23%; consumer clothing price is around 2,000 yuan/piece, accounting for 7.77%;
3. Favorite colors are: Blue 60%; red 49%; purple 25%; black (including dark colors) 38.46%, white 19%, orange 25%,
4. Traditional styles, accounting for 34.666%; fashionable and distinctive , accounting for 68.74%, alternative, 23.28%;
5. The biggest factors affecting the purchase of clothes are: style, color, and feel; followed by service and price; thirdly: reputation from colleagues and advertising.
Section 5, Harbin survey conclusion
1. In spring, summer and early autumn, both men and women like fresh and bright colors to express their beautiful life; when the cold comes, they have no choice but to wear dark colors Clothing, but bright-colored down jackets and cotton-padded jackets are the favorites of people aged 22 to 30 years old. For example, for women, they are pink blue, bright red, emerald green, etc.; for men, they are khaki, light brown, and sapphire blue with red.
2. Harbin has a very high economic status in the three northeastern provinces and is the birthplace of fashion; Songlei and New World are the commanding heights. Seizing Songlei is very conducive to the expansion of other shopping malls; of course, this is only suitable for the store-in-store business model.
3. People in Harbin whose income is in the 3,000-5,000 yuan range do not care about price factors; they focus on style, quality, and service.
4. Harbin is in the entire Chinese clothing map. If you have the three eastern provinces, your company can survive. If you have Beijing and Shanghai, you can conquer the world.
The next chapter is from Beijing! ! ! !
Section 5, Harbin survey conclusion
1. In spring, summer and early autumn, both men and women like fresh and bright colors to express their beautiful life; when the cold comes, they have no choice but to wear dark colors Clothing, but bright-colored down jackets and cotton-padded jackets are the favorites of people aged 22 to 30 years old. For example, for women, they are pink blue, bright red, emerald green, etc.; for men, they are khaki, light brown, and sapphire blue with red.
2. Harbin has a very high economic status in the three northeastern provinces and is the birthplace of fashion; Songlei and New World are the commanding heights. Seizing Songlei is very conducive to the expansion of other shopping malls; of course, this is only suitable for the store-in-store business model.
3. People in Harbin whose income is in the range of 3,000-5,000 yuan do not care about price factors; they pay attention to style, quality and service.
4. Harbin is in the whole Chinese clothing territory. If it has the three eastern provinces, its enterprises can survive. If it has Beijing and Shanghai, it can conquer the world.
Section 5, Harbin survey conclusion
1. In spring, summer and early autumn, both men and women like fresh and bright colors to express their beautiful life; when the cold comes, they have no choice but to wear dark colors Clothing, but bright-colored down jackets and cotton-padded jackets are the favorites of people aged 22 to 30 years old. For example, for women, they are pink blue, bright red, emerald green, etc.; for men, they are khaki, light brown, and sapphire blue with red.
2. Harbin has a very high economic status in the three northeastern provinces and is the birthplace of fashion; Songlei and New World are the commanding heights. Seizing Songlei is very conducive to the expansion of other shopping malls; of course, this is only suitable for the store-in-store business model.
3. People in Harbin whose income is in the range of 3,000-5,000 yuan do not care about price factors; they pay attention to style, quality and service.
4. Harbin is in the whole Chinese clothing territory. If it has the three eastern provinces, its enterprises can survive. If it has Beijing and Shanghai, it can conquer the world.
Section 5, Harbin survey conclusion
1. In spring, summer and early autumn, both men and women like fresh and bright colors to express their beautiful life; when the cold comes, they have no choice but to wear dark colors Clothing, but bright-colored down jackets and cotton-padded jackets are the favorites of people aged 22 to 30. For example, for women, they are pink blue, bright red, emerald green, etc.; for men, they are khaki, light brown, and sapphire blue with red.
2. Harbin has a very high economic status in the three northeastern provinces and is the birthplace of fashion; Songlei and New World are the commanding heights. Seizing Songlei is very conducive to the expansion of other shopping malls; of course, this is only suitable for the store-in-store business model.
3. People in Harbin whose income is in the 3,000-5,000 yuan range do not care about price factors; they focus on style, quality, and service.
4. Harbin is one of the most important cities in China's clothing industry. If you have the three northeastern provinces, your company can survive, if you have Beijing and Shanghai, you can conquer the world.
Dalian is a very beautiful place, and the Dalian Fashion Festival is also very famous. Shenyang is also a place where China's heavy industry is concentrated. Especially in recent years, the central government has wanted to revive the "Northeast Power" and has transferred several "big officials" who know economics; however, it has fallen behind Harbin in terms of trade or food and clothing. I won’t know anymore.
In addition, the radiation surface of Harbin is much wider than that of Dalian and Shenyang. Of course, the company's business strategy is to focus on the key points and then make noodles after completing the key points.
I can’t say too much about business right now. I can only talk about market research and discuss it to see if it is comprehensive; then organize and collect it. However, the market is changing rapidly, so I can only share it now.
We only take Harbin for the entire three northeastern provinces.
As for the income issue, the majority of people in Harbin have an income of around 1,500; but that is not our consumer group. Our target is this group of young women who pay attention to quality and coordinate the occasion and mood.
Tell a little story.
When you come to Central Street, the scenery is really beautiful; more than a hundred years ago, this was the colonial trading center established by Lao Maozi in China; now many people come to visit. At the end is the Songhua River, and the surrounding buildings have a strong "Russian" style. We were doing research in Parkson. There were a lot of people hanging out in "BASIC HOUSE" and "ETAM". We found a girl in red clothes, about 26 years old. She looked left and right and picked up a few items; try I bought it without even trying it. We saw that the prices were quite high, with the average price around 700, so we started chatting with her, and she said: "This is how I look at the price. If you express yourself in a good mood with a good style, a good fit, and a good color, you will wear it more, and vice versa." It’s actually cheap, averaging less than 20 yuan each time.” I don’t hear this saying anywhere else.
Duan Yongping said: "The most expensive is actually the cheapest!"
The market operating costs in North and East China are very high and there is no scale, so don't enter first. As the boss said in his 36 Strategies: Avoid the truth and turn to the imaginary. There are explanations later, so I won’t go into them here.
Different angles, far-reaching significance.
Chapter 2, Comprehensive Situation of Beijing's Clothing Business
Section 1, Situation of Beijing's Clothing Business District
Beijing has a permanent population of 14 million and a floating population of about 4 million. , wealth is relatively concentrated; brands of all levels are available; market operation costs are high.
Guomao Yanshaite Commercial District, Xidan Juntai Commercial District, Wangfujing Commercial District, Dahongmen Commercial District, and Zoo Commercial District.
List of major shopping malls: Yansha, Wangfujing, New World, Guiyou Shopping Mall, Seth, Zhongyou, Pacific, Orchid Island Shopping Mall, Parkson, Chenxi Department Store, Shuang'an Shopping Mall, Juntai, Chang'an Shopping Mall , Anzhen Hualian, Sogo Department Store, Fumen Hualian, Saite Main Store, Cuiwei Shopping Mall, Urban and Rural Shopping Mall, Beijing Department Store, SOGO Contemporary Shopping Mall Dong'an Xidan Saite Fenglian Plaza, New World Friendship Shopping Mall, Beichen Shopping Mall, Pacific Parkson, Shuang'an, Xidan Department Store, Chinachem Shopping Mall, Urban and Rural Chinachem, Huayu Shopping, Xidan Shopping, Hualian Shopping Mall, Xixi Youyi, Guiyou Shopping Mall, etc.
A. Guomao Yansha Saite Business District
This is a high-end clothing business district that represents Beijing and is mostly a concentration camp for foreign clothing brands. Formal wear, fashion wear, high-end outdoor equipment, etc. constitute the main group of this business district, which is surrounded by the financial district, government district, and the Chinese company headquarters area of ??multinational companies. The strong consumption power attracts domestic and foreign high-end clothing brands to settle in, and the land price is high. As a result, various expenses rise. The mall’s deduction points are as high as 32 (2 points are promotional fees), and value-added tax invoices are also required. Of course, the annual sales can reach 15 million yuan/store. The price of each piece is not less than 500 yuan. For us, we can only sell at a higher price.
B. Xidan Juntai Commercial District
This is a mid-range clothing commercial district; the average daily flow of people is about 500,000. The business of the ground floor shops is very booming; they are often overcrowded, and the rent of the shops is also very scary, as high as 60 yuan per square meter per day. Xidan Shopping Mall has both high and low schools, but the display is not very good; this has a lot to do with the mall management. The 2nd, 3rd, and 5th floors of Zhongyou Department Store and Juntai Department Store are where ladies and fashionable clothing are concentrated. The product display and the entire terminal image are much better than those of Xidan Mall. The sales performance is also very impressive. Among them, the "LEE" store-in-store on the 5th floor of Zhongyou Department Store, which is less than 45 square meters, achieved sales of one million in July.
C. Wangfujing Business District
This is known as the "No. 1 Street in the World", and the ground floor shops are mainly a perfect place for casual wear and miscellaneous brand stores to clear goods. It is also surrounded by Xindong'an Mall, Beijing Department Store, New China Women's and Children's Mall, and Xintiandi Indoor Pedestrian Street, a comprehensive business district integrating tourism, shopping, and leisure. Casual wear, formal wear, fashion wear, and outdoor equipment are all available. The purchasing power is very strong. Metersbonwe has one or three floors here, about 600 square meters, and its annual fixed expenditure is as high as 20 million yuan. The shops are very popular, and most of the operations here are "advertising-style operations." Don't step in without a certain scale; the need for capital here is very large.
Dahongmen and Zoo business districts are clothing wholesale markets, with large annual throughput of clothing goods. There are 24 comprehensive markets for clothing, textiles, shoes and hats in the entire Hongmen commercial area, with more than 7,000 merchants of various types, 40,000 employees, a total business area of ??240,000 square meters, and a cumulative investment of 510 million yuan. RMB, with a total annual transaction volume of 30 billion yuan, it is the largest clothing distribution market north of the Yangtze River in China. The Beijing Zoo Clothing Wholesale Market has a clear business philosophy and focuses on youth. It has been formed since 1980. In recent years, a number of relatively large-scale specialized clothing wholesale markets have been built in the zoo business district. Dongding, Tianle, Zhonghe, and the Jinkai Lide Clothing Market, which opened in June this year, form the entire zoo clothing business district. . The customers are relatively concentrated, the market size is large, the turnover is high, and it has a high reputation in the country and the world.
Section 2, Dealer Interview:
WWWWW, from Wenzhou, contact information: 1@#$%%^, YY’s general agent in Beijing, Inner Mongolia and Hebei; there are 35—— There are 45 stores located in suburban counties of Beijing, Inner Mongolia, Hebei and other places; it also acts as an agent for "YY" sportswear of Guangzhou RRR Clothing Company. This is wholesale; the shipping volume ranges from 2,000 to 5,000 pieces/day, with the highest being 20,000 pieces/day. There are stalls in Tianya and New Century. This is a mom-and-pop stall operation, but it is beginning to transform into a corporate operation.
Zhang RTY, chairman of Fu UIOOO Investment Management (Beijing) Co., Ltd., contact information: 133THHFHJJ1; now still operates FHDF casual wear and men's clothing FGHGH under DFGG, and also operates the shopping mall at Wangfujing Street Prepare to be packaged into a comprehensive sports mall to welcome the 2008 Beijing Olympics. The concept of corporate management is very fresh; Beijing has strong business relations and has successful experience in attacking Lufthansa and Seth.
Product Highlights
Trading in Olympic-related clothing and accessories is booming!
Section 3, Consumer Situation Analysis
Brand awareness is high, and due to the complex social components, the consumption habits displayed are also very interesting: polarization!
Those with an annual income of RMB 200,000 to RMB 300,000, inclusive; firmly believe that: you get what you pay for; with the same feel, the one with the higher price must have better quality than the one with the lower price.
For those with an annual income of less than RMB 100,000, those with the same feel and lower price will be successful in transactions.
Housewives like to go shopping at the Zoo Clothing Market or Dahongmen Clothing Market.
Income and expenses are diverse, but clothing and social-related expenses account for the majority.
There are many universities in Beijing, and the huge consumption power of college students and graduate students is strong.
Section 4, Conclusion
The Beijing market is huge, but operating costs are high; without a strict organization, this market cannot be easily attacked;
Fashionable but not out of touch Casual concept clothing is very popular.
We are happy to accept the price range between 300 and 799.