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Interpretation Of China'S Famous Brand Women'S Clothing Marketing Strategy

2010/12/9 11:07:00 591

Competitive Marketing Strategy Of Chinese Women'S Wear Industry Brand

At present,

Chinese women's wear industry

The market competition pattern is changing rapidly from the past price competition to the competition of factors such as style, fashion, sales environment, and even shuffling.

Brand competition

It's just beginning.

In most women's clothing lingering in the discount and volume, some brands can stand out as one of the best.


ONLY -- location and service first


ONLY is a market oriented brand with precise positioning.

Its consumers are independent, free, leading fashions in life, young urban women who are sensitive to fashion and quality.

Therefore, most of the materials are from Europe and Japan. At the same time, designers adopt colorful, rhythmic and strong colors. Combined with the latest trends, designers have designed many clothes that are comfortable and represent the world's fashion.


At the same time, he can make a quick new listing, so as to catch consumers, and see unexpected new listings every week, no matter in style, style and color, it will bring a lot of benefits to consumers.

It not only complied with the habit of love beauty shopping, but also satisfied the desire of shopping.

For young people who are now pursuing individuality, ONLY is of novel style and will not worry about the danger of "bumping into shirts".

ONLY's design concept and brand positioning are in line with the demand for consumption. They really change with the fashion changes, and achieve the fast updating style. They can always change every week, and the most important thing is the serialization of ONLY brand.


ONLY's shopping guide not only introduces the appropriate clothing styles to customers, but also introduces the fabric, design style and collocation method of each style in detail.

The designers of ONLY not only design clothes, but also cooperate with each other, communicate with each other, and finally train shop clerks and shop assistants. In order to let the terminal guide understand the latest design concept, suitable consumption crowd, new style collocation skills, etc.

The salesperson's mental outlook is a mirror of an enterprise. Sales skills and sales enthusiasm of salesmen determine the market share of products to a large extent.


Pacific bird -- "alternative business" to create fashion


The success of Taiping bird lies in the fact that she firmly grasped the end of the whole industry. "Using design to guide the market and market sublimation design" to carry out "light assets" pformation, mainly attacking brand, design and marketing FromEMKT.com.cn invisible intangible assets, and gathering them to a "fashion" point to create and guide the latest consumer demand, and quickly gather the power of cross industry with the control of the latest demand trend, and launch another round of fashion shock waves.


Taiping bird, with its design strength, achieves more than 10 new fashion women's daily creations; the whole industry's quick and circular fusion power is calculated by the ten day calculation; the efficiency of hourly calculation is far away from the northern border town of Mohe County; the latest shelf can be globally synchronized in 48 hours; in short and short time, 6 sub companies, more than 10 popular brands and dozens of creative teams have been hatched, which have more than 100 upstream suppliers and more than 1200 self run and affiliate sales outlets.


The basic idea of this Pacific bird's "alternative business" mode is to grasp the truth and grasp the new fashion of consumption as the most critical minority.

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Brother - market segmentation


The elder brother is one of the more successful clothing brands in recent years using the market differentiation strategy. Women over the age of 30 live in exquisite and beautiful clothes, but the traditional clothing concept and body size restrict them to the fashion and fashion brand, and they are just solid consumers.

The secret of the success of the women's clothing is to solve the problem of dressing.

In China's clothing market, the "women's clothing" is based on the "Confucian culture" as the brand connotation, and occupies a place in the domestic women's clothing industry with its accurate target market positioning.

The brand of a brother is no more than two price, but the color is not whistle, the price is high but not expensive, and the cut is sticker and not tight.

Persistent adherence has gained persistent support. The women's attire attracts a large number of loyal customers around it, and the fixed customer source supports its market position. No matter how bad the market environment is, there is constant support from customers to shield them from wind and rain.


One of the important reasons for the success of the brand is that the strategy of market segmentation is properly chosen. In other brands, most of the products are located on young people. When the competition is fierce, the elder brothers are aiming at the backbone market of middle-aged white-collar workers. They have done enough articles from clothing design, marketing network to image design, and thus get the favor of consumers of this age group, and have always been among the top sales of women's clothing in China.


Si Li -- winning the brand strategy


It can be said that Sly was "built on a coat".

The reason for this is that in the fierce competition of women's clothing brand, "Si Li" has always focused on the field of overcoats, and has launched a wave of "albak coat" and "Mink Collar Coat" and so on.


In 2004, known as the brand extension year of Chinese enterprises, Sly concentrated on casting the brand name of Sly's women's coat brand, and did not begin the "brand extension road". It started the multi brand strategy, launched second brands - "Casa Blanca", and Casa Branca listed 140 million yuan in that year.


When Sly became the "Chinese famous brand" in the field of Chinese women's wear, then with her brand advantage, the "six seasons" women's clothing, which was launched in six periods of early spring, late spring, early summer, midsummer, early autumn, early autumn and early winter, soon occupied a share of the women's clothing market.


In the face of a new market environment, women's clothing enterprises can survive and develop only when they find deficiencies and shortcomings in terms of value orientation, code of conduct, professionalism and competence.

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