Entering The Era Of Segmentation, Enterprises Seek To Change Their Faces.

It is not difficult to "change face". It is not easy to keep the same in the process of change and prevent the spilt water from coming out.

Casual wear represents a way of life. In this way of life, people will definitely have different needs, and with the progress of society, people are more and more inclined to have different clothes on different occasions.

Since 2001, domestic leisure wear has entered the era of segmentation. Casual wear enterprises are beginning to think about their own way, and hope to make something with their own personality. Fashion, leisure, sports and leisure, outdoor leisure, avant-garde leisure, business casual, fashion and leisure are slowly appearing.

Every brand needs to have its personality in the final stage of maturity. On the surface, it may be the design and packaging of the product, but the essence of the enterprise's thinking and soul.

Enterprises must consider which direction to change, whether this change can be undertaken by the brand and whether they can seize potential customers. Many enterprises have made a useful attempt.

From the campus to the street

In view of the fact that the consumer group shifted from the 70s to the end of 80s, this group of people wanted to contact new elements. In the second half of 2004, she tried to "change face": focus on the target group, lock in the 18-26 year old young people, tap the original consumers and potential consumers.

The new image spokesperson has made a new integration of visual system. Of course, the core of product design has also been changed: the original mass leisure is divided into street and campus.

In order to develop products that are more in line with students' clothing requirements, we must retain a certain proportion of the original garments.

Commodity planning, brand promotion around this part of the crowd, make a series of activities to guide or cater for their tastes.

In the second half of 2006, he joined the Tencent in carrying out a selection campaign with JJ Lin to endorse the about 300000 of the whole country. 50 thousand people entered the semi-finals, and the last few people gathered in Wenzhou to compete in the finals. The final candidate was selected by professional judges, and together with JJ Lin, they went to Beijing to show the 07 year's spring and summer costumes.

"In the past, CCTV advertising may cost millions of dollars a year, and so many channels, so many time periods, your target consumers will not be able to see it.

Most of the 7 million 700 thousand online users of QQ are young people who are in line with the position of "Bai de".

Balid, vice president Zhou Zhihong told reporters that Balid also launched a preferential package on the Internet through cooperation with Tencent.

At the same time, in collaboration with the China Charity Federation, we are ready to launch a "love pfer station" on campus to donate grants to poor students.

None of these activities is closely related to their target groups.

The new darling of the city girl

From the wholesale to the monopoly, YISHION is modeled on Giordano, but people later no longer imitate it, drawing on fashion styles to introduce fashion into leisure. This is also a trend and trend for the development of leisure wear in the next two or three years.

When it comes to market segmentation, Liu Yong, director of the design of bin Nu, has his own view.

"How to make the style of your brand and keep up with fashion, it is necessary to make a choice according to its positioning and consumer groups."

Wang Renjiang, President of the bin Nu company, told reporters that when he was involved in the clothing industry, casual men's clothing had dominated the Shishi clothing industry. However, he took another way to create a simple and beautiful girl's casual wear brand "bin Nu", which was based on the consumption demand of urban girls. It stood out from the competition of homogenous regional clothing brands, and made the "bin Nu" dress become popular with the first-class quality, personality style and trustworthy service.

In the face of some brand expanding strategies such as opening up concepts, superstar endorsements and advertising bombing, the company has quietly worked hard to build the brand's internal strength.

They have introduced large quantities of advanced equipment at home and abroad and international modern production management mode. They have invited famous brand planning experts to take the enterprise diagnosis management, adjust and optimize the brand resources, make use of the experience and unique exquisite workmanship of the international brand, and pay more attention to the quality assurance of post training, production process and product inspection, so as to increase the brand marketing efforts, so that the brand of Bruno quickly achieves good results in the market.

Infuse the British fashion into brand

"The enterprises in Fujian used to be the mode of CCTV advertising and spokesperson. Each brand is the same voice. In recent years, it has been put forward conceptualization to distinguish, but it is reflected in culture and style."

Zhang Bingcong, manager of the planning department of Aden castle, admitted.

The position of AI Deng Bao is "British fashion", which is a concept raised after the brand upgrade in 2005.

On the terminal are shelf updates, the British flag and the overall image wall.

On the product, we have designed the lattice pattern of AI Deng Bao.

"We mainly want to feed our outlets this year.

Thoroughly implement the British fashion and consolidate the market.

Zhang Bingcong said, "last year was a service terminal. This year is a strong terminal.

Old shop rectification, old shop refurbishment shop, do a good job of image, manage the agent, AI Deng Bao launched a series of initiatives.

In terms of visual communication, the image of VI is reconstructed. The logo, standard color and standard font are integrated on the basis of the original image. The main color of the integration is brown with strong cultural background, which makes the visual impact more powerful and the cultural atmosphere more rich.

In addition, under the guidance of a core brand concept, the concept recognition system (MI) and behavior recognition system (BI) have been integrated, and a complete, plentiful, harmonious and brand identity culture identity recognition system (CIS) has been established.

When people see the new logo and the new style of color, they will think of the elegance of the successful man, the English style of Scotland, the unique charm of the brand, and the new scene brought by the escalation of the brand.

In terms of communication strategy, AI Deng Bao chose CCTV sports channel as the main position of AI Deng Bao's brand culture.

With the approaching of the 2008 Beijing Olympic Games, CCTV-5 platform has developed into a powerful medium for establishing and maintaining emotional ties with target consumers. It will greatly enhance the brand's cultural value for the brand endorsement effect brought by advertisers.

In the year of brand upgrade, the new CCTV-5 has been launched by the most popular "male channel". The advertising performance of male audience has also changed from the "carrier page" that shows the strength of enterprise and the man's mind to the "leisure chapter" which is closer to brand proposition.

With the background of exotic charm, the upgraded version highlights the three major styles of "business leisure", "life leisure" and "outdoor recreation", which express the attitude of men's clothes, clothes and real life.

The characters in the film show a simple elegant and casual artistic conception, showing the product characteristics of the British fashion of AI Deng Bao.

In the style of product design, the English style of simple fashion culture, the abandonment of all the tedious elements, and the design concept of "man and clothes", and the use of high-quality clothing materials and simple casual fashion colors to create a leisure fashion that highlights British fashion and gentlemanly feelings, reflects the modern male's intense pursuit of personality imagination and exquisite life with its concise and exquisite form, mature, rich color and elegant style, and expresses the strong passion for men's career and the strong desire for simple and relaxed life.

The brand refinement operation of AI Deng Bao is called a compulsory course for clothing enterprises by authoritative experts.

Tian Qiming, general manager, believes that the operation mode in China is generally relatively elementary. Most of them are based on dots. If we want to create a century old brand, we need to carry out meticulous projects if we want to tap the atmosphere to the mainland of China.

In the past, the image of AI Deng Bao was relatively elementary. Along the way, brand endorsement had not satisfied the needs of the market.

To achieve refinement, we must turn from external strategy to internal strategy and from operation to refinement.

ShanShanSport seize the blank of mid-range leisure

In March 27, 2006, in the "fashion fir China Conference" held in Beijing, Shanshan formally launched its sports leisure brand "Shanshansport", and stepped into its march towards leisure wear.

"Shanshan suits have been relatively stable in the market. If the group wants to gain greater market share in the industry, it is necessary to expand new fields.

From the traditional formal dress to the casual wear market, we see the great potential of the leisure market, and fashion leisure is bound to be a trend for men's wear.

Li Yong, marketing director of Ningbo Shanshan Morton Garments Co., Ltd., told reporters that the core of "ShanShanSport" brand is fashion, leisure and sports. The three elements are integrated. At present, men's clothing is only made. When the network construction reaches a certain level, women's clothing will also be included.

"ShanShanSport" is very rich in product structure, there is no boundary in age, but in terms of taste and culture to define the consumer group, it can be said that people from the age of 18-50 can find what they recognize from our brand.

It is not particularly exaggerated to focus on details and quality, to pursue fashion and be more subtle in style.

From the design point of view, the style of each dress will be different in details. But it is not exaggerated. Business people can also wear when they work, while they can also wear when they are casual. Some jackets and T-shirts will put sports sense into them, which is suitable for sports wear. Our fashion is implicit fashion.

Li Yong explained that there are many ways to locate the brand, which can be used to satisfy the same group of consumers with different products, or to satisfy different consumers with the same products. Now the domestic brands are mostly the first way of positioning, and the "ShanShanSport" is the only way to get a new path, hoping to get the broad space of the brand in second ways.

"Of course, we do not want to do business for all, but for people with the same attitude towards life and the same cultural taste.

People often think that people of different ages have generation gap, but we think they have something in common in their attitude towards life. This is the positive and healthy way of life expressed by ShanShanSport.

For example, although young people generally like fashion and exaggerated design, some young people are more reserved and like sports and healthy lifestyles. This is the crowd we want to catch.

In fact, many foreign casual wear brands have no age definition in positioning. Brands such as ZARA have been recognized by people of all ages. People are more concerned about the quality of products: fabrics, crafts, details, and so on. Truly like POLO, there are not many brands that focus on fashion and leisure but also focus on quality. We hope to do POLO brand, which is popular and tastes good, and the age of consumption is very wide.

In terms of price, we will take the ZARA route, especially in the period of nurturing new brands. We will not enter the market at a high price, but we will not relax at all. "

Looking at China's casual wear brands, or too young or too exaggerated, they usually do it at a low price volume, while the price of international brands is too high to be recognized by most consumers.

This is also a feature of casual wear. People may spend a lot of money on buying a classic suit, but it's hard for a casual dress to cost a lot of money.

The positioning of "ShanShanSport" is to seize the gap in the domestic casual wear market.

Western region camel sports fashion leisure

In September 2006, Quanzhou Xibei camel industry and Trade Co., Ltd. signed a contract with the American Basketball Association (NBA) asset limited and announced that the camel officially became the official partner of NBA in China.

Through the strategic alliance between the two sides, NBA and Yao Ming, Maddie, O'neal, Kobe, Francis and other superstars, even Michael Jordan, Karl Malone, and EPON, can all appear in every store and some products of the camel in the western region.

The camels in western regions advocate the brand concept of fashion and leisure.