2010, where to cut? The answer: Lucky on thousands of Korean women's clothing
ACY Yarn,Acrylic Yarn,Dk Acrylic Yarn,100%Acy Yarn Jiangsu Boyue Chemical Fiber Co., LTD , https://www.jsbyhx.com
July 25, 2025
"Traditionally, consumer brands are moving to the next level," said Sun Ruizhe, vice president of the China National Textile and Apparel Council. Consumers are now more inclined to purchase goods of equal quality at a lower price. In fact, "the consumption bubble in overseas markets is shrinking," he added. Prices have dropped from mid-to-low-end to even lower, and the trend of rational consumption is returning. Therefore, he suggested that enterprises should pay attention to changes in "effective demand" under the adjustment of consumption structure and provide a "popular brand" with excellent design, reasonable quality, and relatively low prices. This presents a great opportunity for many Chinese brands. As You Hongyan, chairman of Beijing Aou brand, noted, "Our brand has not been affected by the economic environment." He explained, "This is because our products have original design advantages and low prices." During the economic downturn, the original high-end luxury market is shifting toward the middle class, bringing a "great year of development" for brands like Zhou Chengjian.
In the face of the crisis, "We place great emphasis on market demand," said Xu Bo, CEO of Balabarra. The market changes have excited him. Previously, parents focused on their children's behavior, but now they emphasize their appearance and style. "According to this demand, children's clothing has become more adult-like," Xu Bo said. Children now have their own values and know what to wear in different situations.
Looking ahead, the population of our country will continue to grow over the next 15 years, national income will increase, and rural urbanization will accelerate. With proper resolution of housing and social security, the potential for clothing consumption could be significantly unleashed. An important highlight of the 2009 Central Economic Work Conference was to speed up rural urbanization and narrow the urban-rural gap. Leisure and sports brands will be among the first to enter rural markets.
Market segmentation is becoming more refined, covering product categories, pricing, functionality, marketing models, and service populations. For example, in the case of dresses, consumers have not yet formed the habit of wearing them for specific occasions. Most people opt for suits instead. Dresses are not only for weddings or concerts; there are various events where specific dress codes apply. Sports and fitness, on the other hand, are emerging as the new "aristocracy," with the "new middle class" entering communities as the "new generation." This will drive more specialized segments, such as hiking, camping, and mountaineering.
Another example is the integration of jewelry, shoes, hats, and luggage into the broader category of clothing accessories. These items will gradually become part of everyday fashion. "The power of a country is determined by consumption, not by production or circulation," said Sun Weiting, chairman of Huafu Holding. "We used to compete in production, but the next step is consumer-level competition."
Sun Ruizhe added, "The market economy is typical of 'producing with sales.'" However, many brands are medium to high-end and homogenized. For instance, men's fashion often targets "good men" or "successful men," while women's fashion typically focuses on white-collar women aged 25-40. Young college students often struggle to find suitable workwear. Many companies fail due to imitation. After the registration and successful operation of the "Septwolves" trademark, nearly 30 wolf-themed brands emerged, hoping to leverage the existing reputation of "Septwolves." However, only a few have successfully expanded, while others have failed or stagnated.
Experts suggest that in the early stages of market development, following strategies can bring benefits, but as the market evolves, the lack of brand culture will lead to decline. "A brand must have a distinctive personality to stand out in the crowded market," said Zhou Shaoxiong. "Homogeneity and blind following will eventually lead to the collapse of small and medium enterprises, with larger businesses becoming international processing plants."
Jiang Hengjie, vice president of the China National Garment Association, emphasized the need to re-understand the Chinese market, reposition, and further segment it. "How to avoid positioning stagnation? We can learn from foreign experiences, such as having multiple series within a brand—like a 'girlhood series' or a 'golden autumn series'—to meet different consumer demands and expand market share."
Without Muji, the concept of "design without design" became popular. As a result, MUJI is no longer just a product, but a lifestyle symbolizing simplicity, nature, and basic living. More importantly, the world is divided between branded products and unbranded ones like MUJI.
After the financial crisis, the future should focus on higher quality rather than broader expansion. According to Du Yuzhou, president of the China National Garment Association, the major tasks of the 12th and 13th Five-Year Plans will involve industrial upgrading. China stands at a new starting point, with an inflection point in terms of quantity. In his view, the clothing power means China should have a dominant position in the global industrial chain, leading in scientific research, technology, and standards. Chinese fashion culture should have a voice internationally, and brand influence should radiate globally.
To achieve this dream, breakthroughs in four modernizations are needed: building supply and marketing networks, enhancing technological innovation, achieving brand innovation through value creation, and restructuring the industrial landscape. This requires a strategy of science and technology industrialization and brand innovation to enhance brand added value.
"China's garment industry is a cultural and smart industry. Only with wisdom can we achieve big development," said Jiang Hengjie. In 2010, key ports should focus on refining ideas and solid operations to lay a foundation for the 2020 dream.
Miao Hongbing, chairman of white-collar workers, emphasized that operating a clothing brand requires a dream. "We don't just sell products; we sell services and experiences. Ultimately, we want to sell happiness to our customers and partners."
Sifan Zhou Yan, general manager, added, "A brand's style should have a monopoly personality, which comes from the founder's persistence and dreams."
As for where to cut in 2010, franchising offers a shortcut to success. According to a survey, 80% of Japanese retailers close within the first year, while only 20% of chains do so. Franchising provides a more secure option compared to independent business.
Investors should be cautious when joining women's clothing franchises. Many believe it's easy, but success depends on personal qualities, experience, and cooperation. Blindly following trends can lead to failure.
"Lucky on Thousands" is a franchise model that combines practical, affordable, and fashionable options. With prices starting at 9 yuan, it attracts attention and drives spending. It emphasizes quality, affordability, and long-term satisfaction, offering a unique competitive edge.