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Cold Current Spawned Market And Positive Response

2009/1/14 12:11:00 21

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The cold spell of the economic crisis has intruded into the fashion industry.

In such an environment, the market at the forefront of the mall has produced different coping strategies, and the brand has gradually seen clearly. The enhancement of design innovation ability may be one of the effective means for the brand to pass the severe winter.

A survey report from shopping malls shows that, due to the influence of international economy and macro economy, sales growth of shopping malls in Beijing has slowed down since last April, and the "eleven" golden week of shopping malls has not seen a sales explosion. Many shopping malls have increased gifts and discount promotions to win the market in order to complete the sales targets set at the beginning of the year.

However, reporters found that some shopping malls have started a new plan from a positive and long-term perspective.

It is understood that Yansha friendship mall recently upgraded its customer system. The CRM super customer engine management system can record all customers' information and consumption and store them electronically.

Mall said, "this system can subdivide them into 125 groups according to their interests. On the one hand, they can serve customers better, and on the other hand, they can provide data reference to the suppliers of shopping malls."

People in the industry say that a large number of new shopping malls have intensified market competition in the past two years. In the future, the department stores in Beijing will face a brutal adjustment and elimination.

The Yansha friendship mall has seized the initiative and is a revolution in maintaining customers.

Another kind of shopping malls has found an opportunity for development in the financial turmoil.

Je Ssha O Teles's official said that in recent months, the sales volume and sales volume of Yansha orrice has been rising. The reason is that the goods in the mall are imported in the form of brand discount.

Taking outdoor brand Timberland as an example, sales growth has been as high as 40% per month for more than two months.

"The financial crisis is a trust crisis. Our brand, philosophy, service and after-sale have all given consumers confidence, so we have confidence in resisting the financial crisis," said Jiao Feng, deputy general manager of North brand.

And the format of the outlets has shown so many good products with favorable discounts and discounts, which are high cost performance products, and consumers always have the demand for such good products.

The tail cargo market also looked for business opportunities from the financial turmoil. Only last year, seven or eight Beijing's tail cargo markets opened.

At the end of 11 last year, Taobao, Beijing's Huilong tail cargo, opened a new garment city with 5000 square meters in Changping.

Zhang Zhuyin, general manager of garment city, is optimistic about the future. "The budget for clothing has shrunk, but the demand for quality has never been reduced."

Under the influence of the financial crisis, some of our foreign trade garments have already been rejected. The brand clothing that has been processed has also been reduced. A large number of foreign trade clothing has been obstructed or stranded in China, and the original quantity has increased by about 20%.

I believe it will give people more opportunities to spend money on clothes.

The development of the tail cargo market is certainly thriving.

All brands operating in the Chinese market also expressed their views on the market prospects under the economic crisis.

Zegna of Zegna, China's marketing department, said that Zegna's sales in China were temporarily unaffected by the global economic environment, and there was no price rise in the season compared with the last quarter.

"We will not shift the price of raw materials up to the consumer's head so fast that there is no price hike for the time being.

We don't do any promotional activities or other activities to attract consumers. As before, we never attract customers through discounts, but we still rely on the charm and quality of our products to attract customers. "This year, we will continue to pay attention to the Chinese market," Xu Yiwen said. "Promotion and publicity will be carried out according to the original plan, or there will be new shops open."

In the view of Cai Minqiang, chairman and chief designer of Ming Rui group, this economic crisis is the beginning of the industry's reshuffle. It will restore the small enterprises that do not have the strength to the original form, reduce the chance of vicious competition, and enable the large and powerful enterprises to develop better.

For example, many foreign companies have cancelled orders for small and medium-sized enterprises, and have placed orders for fixed large enterprises.

But unlike Zegna, the company says that prices will inevitably rise as prices rise.

"We have completed the main price increase in foreign markets before September last year, mainly in connection with the exchange rate. We raised the price by 30% before the exchange rate rose, so that exchange rate changes will not give the business too much burden."

The industry believes that under the impact of economic downturn.

Those enterprises with small scale and weak strength will be eliminated sooner or later. Large enterprises with strong innovation ability will have more room for development. This is an opportunity for the industry to reshuffle. Prices are no longer the main competitiveness. Enterprises that focus on consumer demand will have the potential to develop.

This winter will be an opportunity for domestic enterprises to practise "winter swimming".

Many enterprises will understand the brand effect and consumers' consumption is more cautious.

The reduction of clothing demand makes consumers more fastidious than before. This will also push brands to better practice their brand culture.

In fact, some domestic garment enterprises have already seen this point.

"If China's brand is to compete only with price, the advantage will not be obvious. The innovation ability of enterprises and designers is the most important. This is a problem that domestic brands need to pay attention to in the current big situation."

Cai Minqiang said.