New Understanding Of Consumption

In recent years, especially since the outbreak of the global financial crisis, consumer spending, consumer behavior and consumption habits have undergone more or less changes in clothing consumption.

These changes have attracted a lot of attention from the brand clothing enterprises and become one of the hot topics in the industry.

Not long ago, the 2010 China Fashion Forum interviewed a number of well-known clothing entrepreneurs, and invited them to discuss this topic in depth, hoping to inspire readers.

For clothing brands, consumers are of course the highest.

Understanding consumers and being close to consumers is an eternal topic for brands.

Only by understanding the needs of consumers and meeting the needs of consumers can it be possible to grasp the market and adjust the brand strategy in time according to the market changes.

Such persistence can make the brand have a huge market tension, and then guide the market.

Of course, all this starts with understanding the market and getting to know the consumers.

In fact, there is no saturated market, only products that are not right.

Successful brands are based on the satisfaction of consumers.

There may not be many secrets to the success of clothing brands, and the fact that consumers buy your clothes is the truest and simplest truth.

The miracle of the brand and the legend of marketing happen every day. As long as you really understand the market, really understand your customers, understand their lives, their thoughts and their future, maybe the next miracle will happen to you.

Consumers are becoming more mature and more sophisticated.

Consumption is more rational and demands for fashion.

Fashion is speeding up in the world.

One of the problems is:

In recent years, especially since the outbreak of the global financial crisis, what changes have taken place in clothing consumption, such as consumer attitudes, behaviors and habits?

Chen Yongbin:

In the past, we always thought that in a large number of domestic two or three line markets, consumers' acceptance of fashion may have a lag period than consumers in Europe, America, Korea and Japan, but in the past year, I have a strong feeling that consumers in the two or three tier cities will also accept the most popular colors and styles.

Their acceptance of fashion is getting higher and higher, and that kind of lag is getting lower and lower.

In this way, we have put forward higher requirements for our entire product development.

This may be the result of the popularization of information, and fashion is becoming more and more popular all over the world.

Zhou Shaoxiong:

In the past, our positioning of consumers is very vague. Now the clear positioning of the brand is very important, to make the separation of consumption levels more and more.

It is more and more difficult for brands to cover all consumers through positioning.

Because consumers are more mature, more layers, more rational consumption, stronger appreciation ability, and high demand for fashion.

In the past, if you could create a concept that consumers could accept, it would be hard for them to do that again. Consumers would pay more attention to whether the concept really fused with the brand concept.

There seems to be a lot of clothes, but few can really express consumers' needs.

In the future, if any brand wants to succeed, it is necessary to do a good job of consumer research, and to accurately study the needs of consumers and the way of life of consumers.

The boundaries and powers of clothing designers and consumers will be redefined.

Question two:

How do you feel about changes in consumer attitudes, behaviors and habits? What inspiration do you get from it?

Zhou Yan:

What consumers need is very important.

In my opinion, any brand should focus its attention on the core of consumer research.

Let us think carefully about what appeals consumers consume when they wear clothes. In fact, they are two points: first, consumers must express and manifest their will, which is the self-identity that everyone must accomplish in any era.

This is the most essential point.

Second, if consumers want to satisfy their own interests, this interest can show both an emotional interest and an economic benefit, such as cost performance.

In clothing consumption, will and interests become the core needs of consumers.

It is through the clothing that consumers realize these two key points.

Unfortunately, when we review ourselves, we will find that many times we do not satisfy the needs of consumers and do not really resonate between brands and consumers.

Let's ask ourselves one question: do you design a consumer in your mind, then design clothes for him, or really understand your customers' needs? In the hearts of consumers, he has a desire to express himself.

To win the market and win the respect of consumers, a brand needs to form a real resonance with consumers.

On the day with Yu Dan, she said something of great value. She said that choosing clothes is like finding your lover.

In fact, I also feel this way. If I can't find what I want, I would rather not buy anything.

Why? Today's consumers really want to express their inner things too precise.

On this issue, consumers are not willing to compromise.

There seems to be a lot of clothes now, but there is less demand for consumers.

Therefore, from this perspective, the clothing market is really too big.

A lot of confusion will be solved if we can really put the brand of consumers into reality and put all the points back on clothing and in the end.

Chen Yongbin:

In the past, many brands were successful, but they did not really study the principles of success.

In the future, if any brand wants to succeed, it must study well the consumers, and accurately study the needs of consumers and the way of life of consumers.

We need to provide consumers with a full range of services that suit their lifestyle. This is a must for any brand.

This is the most profound experience I had last year.

Wang Yiyang:

In my opinion, the boundaries of designers and users are redefined in the future, and the designer's power or brand power is reconstructed.

In the traditional sense, designers and brands have great power, but in the future, such power will be dispersed, and users will share more power and participate in it.

I think the real future fashion brand should be like this.

To truly understand the needs of consumers, read the culture, read life styles, new values and aesthetics, and understand the trend of world change.

Consumers always want to see something new.

The most fundamental thing is innovation.

Question three:

In response to changes in consumers' ideas, behaviors and habits, what are the Countermeasures in terms of products and marketing strategies? How can we maintain the competitive edge of brands in changing circumstances?

Zhang Rongming:

You may have seen a recent TV play, the boss's happiness.

I watched this TV series from the beginning to the end. It was very inspiring.

There is such a story in this TV play: the four older brothers and sisters want to impose their own so-called happiness on their eldest brother, while the boss has his own concept of happiness.

After reading it, I think of how we should create a clothing brand.

When we try our best to make products and make brands, do we think of such a most important and fundamental question? That is whether we really understand what consumers need.

We need to read our culture and understand our way of life, especially values and new aesthetics. We need to understand our world and its changing trend.

For every enterprise that makes clothing brand, I think it is the biggest competition to do well in this aspect.

Chen Xiang:

From the point of view of commodity structure, I have a personal feeling that when we offer new products to customers, they are always very happy because consumers always want to see new things - such guests, we call them old guests, who can influence people around them and influence potential consumers.

It is important to have a certain impact on the brand, not just consider what the guests want.

If we spend all our energy thinking about what our guests need, we will be very tired, because you will never know what the guests really need.

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In the world, Chinese brand itself is a brand.

When our brand goes our own way and goes well, when our brand can maintain a certain difference from western brands, we can easily penetrate into other markets.

Wang Yiyang:

I think the most fundamental thing is innovation.

This innovation is a whole innovation, and it is a thorough innovation.

Guestbook

While maintaining the original consumption habits, new consumption habits have emerged.

The ability and spirit of young people to try new things urge us to continue to catch and follow.

If our movements are slow and the things we take out are not fresh, they may not.

Insist on Hong Zilin, chairman of my dress (Hangzhou) Co., Ltd.

Compared with twentieth Century, twenty-first Century can be regarded as a revolutionary era.

The industrial revolution, which continued in twentieth Century, brought ample supplies to mankind.

In my view, traditional economics ended with the industrial revolution on the eve of twenty-first Century.

Consumption in the age of industrial revolution should belong to selective consumption, while consumption in twenty-first Century was involved in consumption.

These are two completely different concepts.

Lin Jun, general manager of Ningbo Yuan Mei Textile Co., Ltd.

Not long ago, I received a CD-ROM from my former company, which included a fashion show I made in the past.

Today's show seemed ridiculous, but those products sold very well in those days.

What does this mean? This shows that our country has developed too fast, maybe 3 years is a development stage, and the West may be a 30 year stage.

- Ding Yong, chairman of Guangzhou cloth language Clothing Co., Ltd.

Today's

Miao Hongbing, chairman of Beijing white collar Fashion Co., Ltd.

In the past, I was skeptical about the online marketing of medium and high end clothing brands, and thought that the online sale could only be popular and cheap. But in reality, many international high-end brands are already doing online stores.

We found in the survey that on the one hand, the younger generation of consumers who are active on the Internet, their spending power is stronger and stronger. It is not as we think, the Internet users do not have much spending power; on the other hand, consumers who have not been able to access the Internet in the past are gradually turning to Internet consumption.

This part of the consumer is rich but has no time.

Therefore, how to seize this part of the rich, but no time customer group, to meet their needs, is the opportunities and challenges faced by high-end brands.

Xia Guoxin, chairman of Shenzhen Ellassay Apparel Industrial Co