Market Choice Of Clothing Brands: Approaching Customers' Aspirations

Many enterprises have given their own judgement on the future retail market and business environment.

Imagination comes from the speculation of the brand on the market prospect and the planning of marketing ideas, which is based on their judgment of the competitive environment and business prospects of the Chinese apparel retail market.

In December 2008, she set up the first community store in the golden Huafu District of Wuhan. Golden Huafu district is quite famous in Wuhan. It is said to be "the first super large high-rise residential community in Wuhan". The shop area is 180 square meters, which is divided into two layers. The first floor is the main business area, the two floor is mainly VIP customer service area.

Li Xiao, general manager of the company, thinks that the consumption ability of this district is very good. Judging from the brand positioning, according to their family income, they are the main consumers of silk.

Second line clothing The sooner the brand goes into the community, the better. Li Xiao said.

In fact, not only is it applied to silk, but in recent years, community stores have become the focus of many brands.

Kevin, the high-end brand of Yiwen, mainly stores in high-grade communities. These shops are basically self owned properties, such as the first floor of Yihai Garden community, Beijing. At present, Kevin Kelly has set up shops in cities such as Shenyang, Changchun, Harbin and Tianjin.

Bono Tailor, a professional clothing brand of the news bird group, has entered offices in Beijing, Shanghai and other places. The mainstream price of Bono Tailor is between 2000-3000 yuan, and the white-collar workers working around offices are their target consumers. It forms a wrong time with the target consumer's work and rest time -- the rest time of white-collar workers, such as noon and afternoon work, is the prime time for Bono Tailor customization.

One of the most important reasons for supporting them to enter the community is shopping malls. brand Heavy buckles and high update rates.

At present, apart from the international brand, almost all domestic brands bear 30% of the buckle points in the shopping mall. "If the brand is stationed in a department store in Wuhan, the discount point is about 28 points, plus two point shopping malls management fees, only the cost of shopping malls will bear the cost of 30 points." Li Xiao said.

Once the sales performance is poor, it is more dangerous to be swept away by the mall. In the country, the brand update rate is about 20% every year. "Shopping malls should be adjusted sooner or later, rather than finding new channels after being cleared."

Another important factor is the property cost that rises with the soaring property prices.

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In addition to commodities, shops in downtown areas can not be as small as gold, rent and labor, which often lead to high costs and thin profits. Li Lan, President of Bi LAN International Investment Consulting Co., Ltd.

Zhao Rengao, general manager of the Hubei branch, a community shop in Wuhan, agrees with this view. "The biggest feeling for (community stores) is that the rent is cheap. For Li Lang, we will consider entering as long as community positioning matches brand positioning."

Li Xiaoye said that in addition to saving a large portion of the rent, community stores will not be more expensive than other stores, so the overall operating cost is much lower.

Although many people in the industry believe that the community store is unlikely to become the main selling channel of the brand, it is only a supplement to the commercial form, but the performance of Li Xiao is satisfied with his judgement.

In the first month of the opening of the golden house, the sale of silk was 150 thousand yuan, and after that, most of them fluctuated between 10-20 yuan, though not very high. But because of cheap rent and stable performance, the gross profit margin of the shop reached 40-50%, which is impossible for most brands in the shopping mall.

The correct judgement gave Li Xiao more confidence. In April 2009 and August, Shi Bo opened two community stores, and plans to open two new businesses this year. The company intends to increase the proportion of community shops in all shops to 6-7.

In fact, in the past time, many enterprises have given their own judgement on the future retail market and business environment.

The financial crisis has made people see the fragility of high-end brands. Luxury goods brand Japan's worries about economic weakness have led to a decline in high-end brand sales. In October last year, Versace announced the closure of its only 3 stores in Japan. LVMH sold 20% in Japan in the first half of last year and cancelled plans to open a new flagship store in Tokyo.

"Tokyo has lost its noble influence." Iizuka Naoki, a senior economist at Mizuho Securities in Tokyo, said.

Correspondingly, Japanese consumers' interest in consumer products and second-line brands is growing. Research agency Empire credit says Japanese consumers are becoming more astute and abandoning high priced products. This is also an important reason for the popularity of UNIQLO.

Although China's high-end products sell better, they also face the same problem. After judging such a trend, some brands have launched fast fashion products and low-end brands.

Last October, Zhuhai Wiseman dress Limited by Share Ltd held a joint ordering meeting for new brand Aesop and Wiseman's home and launched a new product display.

The two brands are one of the most important achievements of the company in implementing the multi brand strategy in 2009. The company believes that this will further expand the company's brand target customer groups, and other brands such as Wiseman, Aesop and other brands to form complementary and differentiated prices. "This brand is a brand that we actively design, actively develop, actively produce, and actively sell." Chen Jinlin, general manager of the company's brand division.

"For the whole of China, the clothing retailing industry is a big" cake ". Before the company and other brands compete for the same piece of cake, now they are divided into another piece. The process, design and age of Wiseman's house are not very different from that of Wiseman. They also follow the fashion line for the 25 to 35 year old main customers. The biggest difference is that the retail price is different. The price of the Wiseman house has an advantage over the ordinary white-collar workers who pursue fashion and are not very strong in consumption.

Even the other high-end brand ZYGA, the company is ready to work harder in the fashion of parity. "Its positioning is somewhat like ZARA, European style, European positioning, but a popular price," Chen Jinlin said. "Therefore, its competitiveness should be stronger."

The men's giant YOUNGOR also launched a brand G&Y for young consumers not long ago. Compared with the two brands MAYOR&YOUNGOR and CEO YOUNGOR of the previous company, G&Y's positioning is obviously lower and its price is cheaper. The company calls it a suitable brand for young white collar workers and entrepreneurs.

Earlier in 2008, Taiping bird, which had been developing fast fashion as its goal, set up a network sales platform. On this platform, consumers can buy fashion items at a cheaper price. For example, many summer wear on this website's home page this year is less than 50 percent off of the original price.

"The information of buyers and sellers is more transparent." Company chairman Zhang Jiangping said.

However, the introduction of cheaper products does not mean that these companies will abandon the high-end market. For example, YOUNGOR website, the high-end brand Hart Schaffner Marx Logo is placed in a prominent position, showing the company's high hopes for it.