Clothing Consumption Statistics Second Tier Cities Consumption Power Is Very Strong.

　　 In the GDP ranking of Chinese cities, you can imagine that the top four must be the first tier cities. But if the ranking is per capita GDP, the situation is quite different.

The highest is Xinjiang Karamay, and Shenzhen ranks fifth. Before Shenzhen, there were Ordos in Jiangsu, Suzhou, Shandong, Dongying and Inner Mongolia. In this ranking, Shanghai ranked ninth and Beijing ranked 17. If per capita income is included, Zhejiang, Wenzhou, Ningbo, Shaoxing and Hangzhou will be squeezed into the top ten.

These simple statistics illustrate a very profound fact. Many of China's second tier cities already have strong spending power. Consumers in these cities also have their brand appeal. But given the fact that the internationalization of these second-tier cities is not comparable to that of the first tier cities, many well-known international brands are not yet ready to enter. This gives great opportunities to many local garment brands.

With the pace of urbanization in China, the absorptive capacity of large cities will gradually be saturated. However, the population of medium-sized cities living in 1 million 500 thousand -500 million is the fastest growing group. Its overall size will also be 180 million now, increasing by about 200 million within 15 years.

Obviously, in the clothing industry, the second tier cities have formed a brand vacuum zone. A large number of domestic brands have quickly occupied the market. For example, seven wolves, Semir, Qipai, and so on, the success of these enterprises is also very worthy of our study.

In today's clothing and apparel industry, a comprehensive large department store is no longer the mainstream form of business. Many domestic brands have opened quite characteristic stores in many cities. For those cities where the strength is not very strong, the cost of opening stores in the first tier cities is still too high, but in the blank second tier cities, they can choose the hottest business district and the best location.

Franchised stores can not only expand sales and enhance brand names, but also benefit from the fact that enterprises can better carry out marketing activities and highlight their brand personality. For example, the seven men's men's main suit is the Chinese men's clothing with the characteristics of small collar. Its brand concept is also changing and upgrading. Fashion and self-confidence, new era and new posture have become the latest brand concept.

In brand marketing, local brands have fully studied the operation of foreign brands. For example, Semir, the United States and other costumes, and so on, have become Nike and the same light company. Outsourcing production and logistics, and the company itself focuses on design and marketing. In the past two or three years, the advertising concept has been quietly abandoned by Chinese garment enterprises, and has shifted the focus of marketing to brand positioning and design. For example, in terms of "leisure", some brands are mainly young people, while others are mainly leisure businesses. Each enterprise has misplaced the brand, instead, it has grown its own space.