Bestseller'S Understanding Of The Market

In fact, control power is more like an integrated ability, "an ability to effectively coordinate products, brands, channels and supply chains", and the source of this "comprehensive capability" is the degree of understanding of the target market.

Observing the performance of Denmark Corporation's bestsellers in the Chinese market will have a deeper understanding of this "comprehensive ability". More importantly, it will also be of great reference and learning significance. Its market understanding and adaptability in the Chinese market is no less than that of Chinese enterprises, such as its localization in the Chinese market in terms of product positioning, design style, channel strategy and promotion method.

The Chinese market, which looks very beautiful, is not a cake that can be easily enjoyed. Many of the companies and brands that have thrived in overseas markets have staged tragedies that have left the market unsettled because of acclimatization. It is difficult to really understand Chinese consumers and the Chinese market.

However, the BESTSELLER company from Denmark, far from the Nordic fairy tale, is different. The 12 brand company was founded in 1975.

In 1996, BESTSELLER's first ONLY China store opened in Xidan, Beijing. The following year, BESTSELLER officially entered China, and established a wholly owned subsidiary fashion fashion. It also introduced BESTSELLER's JACK&JONES, VERO MODA and SELECTED3 brands.

Whenever asked about the significance of the Chinese market for BESTSELLER, the general manager of the company, Dan Fei, will produce a set of figures: BESTSELLER has more than 5200 stores in more than 40 countries including the European base, of which nearly 3000 are in China, occupying more than half.

The attraction of its brand to young Chinese consumers has also made it the "standard configuration" of large shopping malls in China. Almost all these brands will be seen in almost all the large shopping malls that want to cover the young casual fashion market. This has brought the unusual development speed to the brand. In the short span of ten years after entering the Chinese market, the company has covered half of the 632 cities above the county level, with annual sales of nearly ten billion yuan.

This is due to the pformation made by the company to meet the needs of Chinese consumers.

For foreign clothing brands, how to define Chinese fashion consumers has always been a difficult problem.

Fashion is not only a pile of clothes and accessories, but also a hierarchical kingdom.

The so-called popularity always comes from the top end of the market to the lower end.

The clothing brand level abroad is corresponding to the overseas Pyramid type consumer structure as a whole, while the Chinese consumer structure is more of a dumbbell style, and the middle end consumers are hard to become the main force. Even UNIQLO has quit the Chinese market.

After careful analysis and analysis of consumers in China's apparel retail market, the change of market orientation and business strategy initially changed into China, and redefined its target consumer group.

Most of the people targeted in China are young people between the age of 20-30, regardless of whether they come from Beijing, Shanghai or two or three tier cities or even county towns. They have certain purchasing power, but they do not have strong identification ability.

Domestic brands and Baleno and other Hongkong brands can not meet their requirements. The international first-line brand is also too high to be expected because the price is too high, and the market between the two has become the target market that the bestseller wants to occupy.

I believe that this part of the market can capture the largest number of Chinese public fashion consumers combined with the total number and consumption capacity.

According to the "China's most popular fashion consumer" targeted by the company, the bestseller has adjusted the design style and version of the product accordingly.

The overall design of its brand comes from the Danish headquarters, and keeps following the fashion frontier, but it will also be based on China.

I always remind myself to serve as many Chinese consumers as possible.

After proofing, the company will not choose the standard model to try out the revision, but will use the most common person. This person may be a company employee or a temporary passer-by. In a word, the more random it is, the more it can represent the public.

In the company's view, the standard figure of professional models may make designers neglect the problems that ordinary consumers may wear after wearing them.

For example, a few years ago, the largest size of JACK&JONES was L, and now it is XXL.

After that is the channel.

In the understanding of China's retail market, the status of storefront is very important. "What is brand? That is, there must be a brand store in large and medium-sized cities", which determines the expansion strategy that China relies heavily on channels.

When the designer decides to enter a shopping mall, he will regard the 4 brands as a whole and negotiate with the channel merchants, so that he can have more voice in the negotiation process.

At the same time, in layout, they can stitch them together as much as possible and sometimes get rid of the barriers between them. They can walk from one brand store to another.

The original intention of multi brand operation of clothing enterprises is often hoping to get consumers who can afford different brands of sex, style and price through multiple brands. Therefore, most enterprises place brands in the middle of brand areas similar to their own brands, that is, compete with competitors.

Behind the scenes is the assurance of the psychological pattern of Chinese consumers, as well as the accurate cognition of service objects.

First of all, Chinese fashion consumers have limited devotion to fashion in terms of time and energy. They are not necessarily willing to spend enough time to study the real value of each brand -- what is the appeal of the brand, what kind of mental temperament it represents, its position in the international market, or whose designer it is.

Therefore, in judging brand strength and influence, China's public fashion consumers are more willing to store the size, location, decoration as a standard, a large area stores for brands to win more consumer trust.

At the same time, it is a company that does not advertise, because the company is aiming at Chinese fashion consumers, and has the desire to pursue fashion, but the demand for fashion information is often not so strong.

For them, the large windows of department stores are the main way for them to accept fashion information.

Therefore, in the view of the company, it is better to invest this part of the money in the shop and shop decoration instead of the expensive advertising cost.

Therefore, the significance of the store's enlargement is enlarged again. In this way, the shop designer is a large team, far outnumbered by the general company.

From the 12 floor SELECTED to the 15 floor ONLY, we can see many kinds of "decorated" windows waiting to be launched.

Just because of the confidence of the channel and the role of its brand communication, even if you see UNIQLO, Lining and other companies developing online sales, they always maintain a cautious attitude towards the network channel.

It was not until last October 15th that the company officially opened its official shop in Taobao mall.

Unlike other companies that regard online sales as "another channel power", the development of online sales is even a last resort. From the first half of 2009, Taobao can see that the total amount of clothing sold in the name of JACK&JONES brand reached 370 million yuan, but most of the 370 million yuan may be counterfeit imitation products, which is undoubtedly a kind of injury to the brand of brand building.

On the day of the launch of the online shop, Dan Fei announced that the bestseller would adopt the strategy of "simultaneous, identical and equal price" on line and offline, after all, the physical store was the most valuable resource accumulated by many years.

Like other companies, Bestsellers are also facing the problem of handling seasonal or backlog products, but companies generally do not discount sales in stores.

In the company's view, it will occupy the display position of new products on the one hand, and on the other hand, it will give consumers the mentality of cash discount.

Every year, there are 4 fixed discount seasons, which will choose the best shopping malls in the suburbs. If there are still surplus products, then return to the Tianjin production base. No one can sell such products in a year. After a year, the product will be sold as a secondhand goods.

Another interesting fact is that consumers generally feel that their investment in terminal salesmen is much higher than that of other similar brands, and many people are very unsuitable for these salesmen who are not enthusiastic about the way of shopping guide, but behind this is also the understanding of Chinese consumers.

ZARA, H&M and other shops in China follow its overseas sales way. In foreign countries, fashion products consumers often spend a lot of time to study clothing consumption, and have more opinions. Secondly, the cost of manpower of terminal salesmen is also very high. Therefore, ZARA and H&M can provide convenience to consumers as much as possible, so that consumers can choose products themselves.

But on the basis of

The trial buying rate has always been an indicator of the company's pride.

The data show that JACK&JONES men wear 3 people for every try, and basically one person will buy it.

As a result, Bestsellers will encourage consumers to try them on.

After persuading consumers to try them on, the guide will recommend the products that they match with their own initiative, and will casually say, "this is not marketing, but it is better."

These seemingly casual collocations do not depend on the aesthetics of the shopping guide themselves, but are carried out by the company's internal display team and designers, and are pmitted to stores through powerful information systems and smooth communication mechanisms.

The end result is that consumers tend to buy many products that are not planned.

It is the research and understanding of the target market, and timely and appropriate changes, so that the success of the Chinese market, and even become more aware of China's retail market than the local brands.

In this regard, domestic brands still have a long way to go.