In order to fully understand the market sales situation of shirts in shopping malls (not at the level of Lankaf), Latland conducted a "Men's Shirts Investigation Report" in 2007 on malls such as Shenzhen MixC, CITIC Plaza, and Maoye Department Store. This investigation also gave us some conclusions:
1. In the price range of 800-1000 yuan or even higher, there are domestic first-tier brands and international clothing brands, proving that domestic consumers do accept domestically-branded shirts priced at 800-1000 yuan.
2. The market prospects for first-tier brands look good.
- Operating data indicates: 16 first-tier brands account for 25.8% of all shirt brands but their performance accounts for 32% of the share;
- Clear target customer group positioning;
- Distinct brand image and differentiation, with a favorable competitive environment;
- Membership information database data shows that among the factors influencing purchase decisions, the price factor is small, accounting for only 18%, while the price factor for second-tier brands is 26%, and for third-tier brands it is 33%.
3. The shirt market develops unevenly, competition is diverse, and there is significant growth space for brands.
- Market prices are slightly higher than the actual purchasing power of consumers. The most popular price range for customers is 300-600 yuan, with an average price within this range accounting for 45.1% of the sampled survey;
- Currently, the focus of men's wear enterprises is mainly on suits, shirts are widely neglected. At the same time, due to inherent shortcomings in R&D, limited changes in raw materials, and insufficient development depth, shirts receive inadequate support in terms of enterprise resources, technology, funds, and talent.
4. Prospects for specialized shirt operations look good.
- From the sample, specialized counters account for 8% of shirt brands in number but achieve 12% of the performance;
- Less market competition. From the operation situation of five specialized counters, there is not much overlap in brand pricing, style image, and business strategies. Also, they are less affected by investment costs, site selection requirements, operating area requirements, raw material procurement, and product line design, resulting in fewer expansion restrictions;
- Large potential for improvement in professionalism. Currently, only one is relatively professional, indicating a large market improvement space.
|xGv00|fcc8d4de8197f69fde70263fb4d52380