Precision Marketing -- Realizing The Leaping Development Of Professional Wear

China professional wear entrepreneurs summit and professional wear brand building and Innovation Summit Forum was held in Haikou, providing us with a very good opportunity to learn from each other.

The 17th National Congress of the Communist Party of China put forward that changing the mode of economic development is very timely for our professional clothing enterprises, and it is also a major problem that we must solve.

Practice makes us realize that enterprises without brands have no future, and brands without brand culture and connotation are not viable.

In 2006, we set up a professional production and sales enterprise specializing in suits, shirts, neckties and other professional clothing in Shanghai. Shanghai Jay Atto apparel Co., Ltd.

It sells two hundred thousand sets of medium and top grade suits, eight hundred thousand shirts and two hundred thousand pairs of trousers.

We believe that if an enterprise wants to become bigger and stronger, it must innovate in order to get a share in the fierce market competition, and out of a new way suitable for the development of enterprises.

That is to carry out precise marketing and achieve leapfrog development.

How do we put forward the concept of precision marketing?

First of all, we carefully analyzed the current situation and development trend of China's professional wear market, and finally reached the conclusion and put it into practice. Practice has proved that preliminary results have been achieved.

Then, what is the current situation and trend of the career dress marketing in China?

First of all, the production and sales status of Chinese professional wear is: most of them are production oriented, and most of the high-end products are represented by the original retail and wholesale.

In the retail market, enterprises and brands that are constantly following up in the process of foreign brands entering, consumer dressing and leisure, and the demand for professional clothing are constantly increasing. Although they have certain advantages in production technology, they have not yet achieved professional standards.

It is possible to expand the market only by brand awareness. In the early stage of China's professional wear market, it may be possible, but with the maturity of buyers, both retail and professional wear brands will not last too long. The main reason is the conflict between the positioning of retail and the positioning of professional clothes. The contradiction between customers and groups can not be solved by the same brand. Although it can be done with the original brand as a retail outlet and with a sub brand as a professional garment, but as a professional branch of the clothing industry, professional clothing needs to devote wholeheartedly to the capital and energy to understand the characteristics of the professional clothes, and timely follow up the fashion and technology of the professional clothes in order to achieve results.

The development trend in the future: we believe that in the future, truly excellent clothing brands and enterprises will develop into separate enterprises for production and sale, production and sales differentiation, and production as a link in every link of occupational wear will not have such a great effect now.

Occupy such a large share of clothing.

With the development of clothing, specialized garment production enterprises have emerged, focusing on the advantages of OEM, concentrating production enterprises, and more specialized and large-scale production.

The specialized clothing sales brand enterprise develops by leaps and bounds, becomes the market mainstream.

For example, Metersbonwe in China, Ai Di DA and Nike in foreign countries.

And the professional clothing will take the brand as the guide, the customer as the center, the fast change of the product as the core, the strong sales channel as the guarantee, and the product that accords with the product of the purchaser's enterprise culture as the premise, and the people-oriented future career dress.

How do we implement the precise marketing of professional wear?

The customer of Chinese professional wear is still in its early stage, and is a market with great potential, but at the same time it is not a mature market.

In the market, the true sense of professional clothing needs to be further developed.

As far as the market is concerned, it can be broadly divided into financial industry office series represented by banks, service uniform represented by factories and mines, and service uniform represented by pportation in hotels and guesthouses.

Unlike Japanese professional wear, they are divided into six categories: Office uniforms, work clothes, service uniforms, white uniforms, school uniforms and sportswear.

With the continuous development of China's economy, the occupation wear market is expanding year by year, and the prospects for development are very broad.

In the fierce competition of the market, in the past, through the retail, wholesale and agency marketing mode of middlemen or shops, with the development of the times, new discussions and innovations need to be carried out, and the direct customization mode may become the mainstream of professional clothing production.

Under the flexible organizational strategy, the direct customization mode can reduce the intermediate links, grasp the real demand of the market at any time, do not have the risks derived from the seasonality and forecast accuracy, and can quickly reflect the product planning and design departments, thus simplifying the production process and making the whole operation mode more efficient.

Efficient direct customization will effectively reduce production costs, enhance the competitiveness of enterprises, and expand the share of market sales.

Accurate mass customization, through the Internet and other effective information platform, direct sales to customers, and according to the requirements of customers.

In this way, our products can reach customers directly without inventory risk. This technology brings more competitive advantages than the wholesale and retail mode.

The so-called precision marketing, first of all, to tap customers, develop potential customers, understand customer groups.

According to the characteristics of our brand and enterprises, we choose suitable customer positioning, product positioning, price positioning and market segmentation.

The so-called customer centred sales mode is to identify your customers, collect relevant information from customers, verify and update customer information, analyze customers' differences, maintain good contact with customers, adjust products, improve customer loyalty (listen to customers' voice, guide customers to buy, exceed customer expectations); service first, customer satisfaction strategy (product satisfaction system, service production and organizational structure satisfaction system); respected customer Consultant (best customer coach, customer oriented) project.

First,

Future competition is no longer competition among individual enterprises, but between supply chain and supply chain, or virtual integration enterprises. The more complex the structure, the more complex the competition system is, and the integration of the enterprises that are not related to them into a close supply chain, and the closer the supply chain is, the stronger the competitiveness.

The supply chain of professional clothing starts with design, and constantly innovative design is the core of leading the trend of professional wear. Combined with the characteristics and characteristics of buyers, the perfect combination of art and practicality is a good opportunity to open up the market of professional wear.