At present, there are many brands in Chinese women's wear market, the competition is fierce, and the market share of each brand is low. According to statistics, the concentration of the top ten brands in the Chinese women's wear market remained at about 24% for three consecutive years from 2008 to 2010. The concentration of the top 20 brands was only 35.48 percent in 2010. From January to November 2011, the brand concentration of women's wear market of key large retail enterprises in China was improved compared with previous years, and the comprehensive market share of top ten brands and top twenty brands was 27.61% and 37.35% respectively.

China has a population of 1.35 billion, among which 660 million are women and 370 million are between 25 and 59 years old. The proportion of high, medium and high consumers and low and middle consumers is 2%, 59% and 39% respectively. There are 220 million consumers in the middle and high end corresponding to the domestic high-end women's wear. The average consumption of this group of consumers is between 1,000 and 5,000 yuan per time.

High-end consumers, including senior leaders of foreign companies, famous entertainers, senior personnel of foreign organizations, financial people, etc., account for about 2% of the total population of the town, and the consumption is 10% of the total sales, consumption power is very strong. The average income level of high-end consumers is higher, they have higher purchasing power, they emphasize the quality of life, pay attention to the taste of life, so the pursuit of brand-name brands is particularly obvious, become the main consumer group of brand clothing. The main way to buy is to operate internationally famous clothing brand stores or large shopping malls. The purchase price is generally more than 5000 yuan, and the corresponding high-end market is occupied by imported and three-capital brands.

Middle and high-end layer, this level is mainly foreign workers, self-employed, farmer entrepreneurs, civil servants, teachers, senior migrant workers and rural surplus households, accounting for about 59% of the urban population, mainly in the middle and high-end, the price of women's sales below 5000 yuan accounted for 90% of the total sales. Their income is somewhere between the high-end clothing consumer and the middle clothing consumer. They have the desire to buy high-end clothing, and their consumption is positioned at the middle and high level, becoming the middle and high-end brand clothing consumption level. They mostly buy from shopping malls, specialty stores and chain stores, which mainly deal with middle and high-end clothes. The price of buying clothes is between 1000 and 5000. Its consumption corresponding to the high-end market is mostly Hong Kong, Taiwan, Japan and South Korea and mainland coastal brands.

The middle and low level of consumer, this level of consumer income is low, usually a large proportion of consumption expenditure is only to meet the relatively basic needs of food, clothing, housing and transportation. Low and middle consumers are more sensitive to the price, for the purchase of clothing, they care more about the quality, see whether it is durable, durable. This consumer group mainly buys from ordinary shopping malls or clothing stores, and the price of buying winter clothes is generally less than 1,000 yuan. The lower end of the market is dominated by Chinese brands.