Whenever you walk into a large department store, shopping mall, clothing store, the eyes of the most flashes of women's "figure", they occupy most of the shopping mall, a whole layer, or even two. The development of Chinese women in the past decade has been quite surprising. The output, domestic sales and exports all have maintained a high growth rate with impressive results. However, the Chinese women's clothing is facing the test is also very serious: the expansion of total market share, from the compression of profit margins; women's market is increasingly prosperous, accompanied by some companies or near-loss loss, even worse loss has been achieved More than 20% and so on. At the same time, in China's fashion industry, women's clothing is far from the strong brand effect of men's wear. With the brand of women's clothes, it seems that women are born with "delicate but delicate" style, both in terms of positioning, channels and Many basic after-sales service is far from the solid men's. Brand positioning Repeat and neutral The core value of the brand is to express the value of the customer's mind to reach an interactive identification is the reason customers buy. Although the demand of middle and high-end brand women in major domestic cities is constantly increasing and a certain scale has been formed, the increasing number of small and medium-sized women's enterprises are not paying enough attention to the brand and are mainly based on low-quality and non-creative imitations. Middle and low market oversupply. And the competition of the ladies' brand is much more on the price, making the market competition enter a "vicious cycle". Such repeated positioning can achieve short-term benefits, save design costs and temporarily avoid market risks, but can not form a brand style, brand personality or even brand culture that distinguishes itself from other brands. In the repeated positioning at the same time, there are gaps in the market. The transition focus on seizing the market with less risk makes the localization of brand positioning serious. The lack of research on market demand and different needs of women, coupled with the lack of design and innovation capability, exposed the lack of brand positioning. Gradually into the community after the "80 white-collar" generation, the demand for clothing is not only T-shirts, jeans or a set of professional suits and so on, they need more sense of the times, personality, creative yet taste and culture of clothing , The most abundant requirements for the content embodied by clothing. How to create fashion, leisure, personality, taste, creativity and sense of professionalism in one brand, is to meet the key part of this market. At the same time, the women's brand is mainly dominated by young women, more suitable for women with better shape, at the same time require a certain amount to buy it. However, with higher purchasing power, but because of marriage and child and body "aliasing", in the hope that clothing to highlight the beauty, it is difficult to find to meet this requirement of women's brand. This type of women's clothing brand has become the development of women's blind spot, lack of stamina and the obvious lack of personality. Brand extension blindly In theory, brand extension is a shortcut. However, it is by no means easy to extend the brand of women's apparel to non-apparel products. Enterprises that adopt such tactics tend to think that it is necessary to enter into a market that has been completely eliminated with an unfamiliar brand and have it in the minds of consumers A place, high cost. The use of fame brands to launch new products, both to improve consumer awareness of new products, but also reduce the company's marketing base, thus greatly improving the success of new product market opportunities. However, despite years of market experience, there have been a number of brands with considerable reputation and risk resistance. As a general rule, the strong brands that can really withstand the test of the market are rare and often " Three five years. " In other words, the Chinese women's brand is still in a constant growth period. With a weak brand in a new market competition, the coefficient of victory will not be too high. The other side of the brand extension is to trust the consumer overdraft and dilution of brand equity, "a wide variety of income and even the consequences of thin income" is not easy to avoid. More brand companies choose to expand the product line route, because the product line does not extend beyond the existing business areas, so it seems easier to operate, but in the study choose what kind of related products, and whether they meet or even enhance the brand The lack of positioning of the core values. Many companies call this choice "create fashion products" and "create a lifestyle," but how strong the company's brand strength is not considered. Most of the "regional brands" difficult to break through China's most women's brands have a strong regional flavor, the real able to become a national scale and has a national influence of the brand is rare. Adjacent to Hong Kong and Macao, Shenzhen and Guangzhou have attracted a lot of culture in Hong Kong and Maucao due to their geographical location and convenient communication. Therefore, the women in Guangzhou are more impressed by the fashion elements and design concepts in Hong Kong and Maucao. And the design is beautiful, the style of petite Hangzhou women are more suitable for small, charming Hangzhou women; Wuhan, Wuhan women prefer those who focus on thick, bright colors with the local brand. The development of these regional brands basically follow the same route: the development of a certain stage directly to the target city directly after the development. China has a vast territory with different customs and cultures. Take North and South women, their body, body shape, temperament, wearing habits there are many differences, its acceptance of the international fashion and the degree of speed there are differences. Therefore, after years of development of Chinese women still have obvious regional characteristics. The domestic high-end national women's high-end market is almost all occupied by foreign brands, can go abroad women's brand is very few. Poor control of channels As China has a vast territory, especially in the vast secondary counties and cities in the Mainland, the secondary market has a long distribution channel. How to quickly occupy channels and establish a brand image has become a major issue for brand women's business. Jinjiang, the Chinese clothing brand gathered to survive a large number of apparel brands, these apparel brands are almost the same way to do the brand: the opening of goods will be, production, supply, sold out of stock became inventory. This big Fei Zhang, sales is hundreds of millions or even billions of dollars, but also come up with a huge share of advertising. Most Chinese women's lack of economies of scale itself, franchising but this mode of operation can make women's enterprises with less capital investment to achieve rapid development, which won the favor of many women's enterprises. However, it is difficult to choose the right franchisee; can not guarantee the normative of the franchise; easy to affect the sales performance of self-operated stores; may cultivate a competitor, but also the fatal weakness of franchising. Successful Analysis of China's Famous Women Currently, the market competition pattern of the Chinese women's clothing industry is rapidly changing from the price-cutting competition in the past to the competition of comprehensive factors such as style, fashion and sales environment. It even says that shuffling and brand competition have just begun. Faced with a new market environment, women's enterprises can survive and develop only if they find deficiencies and shortcomings in the aspects of value orientation, code of conduct, professional accomplishment, and service capabilities. In most women's hovering in the discount and take the amount of time, there are some brands to stand out as one of the best. ONLY-- positioning and service first ONLY is a positioning of the market-oriented brand. Its consumers are independent, free, leading pop, lifestyle and quality sensitive young urban women in life. Therefore, most of their choice of materials from Europe and Japan, while designers using a rich and varied, strong sense of rhythm of color, combined with the latest fashion trends, designed to wear a lot of clothing and popular on behalf of the world's clothing. At the same time, he can do a quick new listing so as to seize the consumers and see the unexpected new listing every week, which will bring great benefits to consumers in style, style and color. Not only conforms to the customs of the beautiful women shopping, but also to satisfy the shopping desire. For young people now pursuit of individuality, ONLY's fashionable and will not worry about the "Zhuangshan" danger. ONLY design concept, brand positioning in line with the needs of consumers, they really do change with the fashion changes, to achieve a fast update style, always be able to do every week is changing, but the most important is the ONLY brand Serialization.
5 Panel Hat
5 Panel Hats Wholesale,5 Panel Caps Wholesale,Undefeated 5 Panel Cap
Yantai Belief Cap Co.,Ltd. , https://www.beliefcap.com