Enterprise Competition Will Shift From Product Competition To Brand Competition And Enter The Era Of Image Consumption.

Products can be substituted for each other, while brands can not. Brand personality and value are unique and cannot be replaced.

Products are lifecycle, but brands are not, brands can be inherited.

Brand competition is the dissemination of competition. In the future development trend, marketing means communication.

Establishing good brand awareness and concept and mastering advanced brand management technology will be a very important factor in the future competition of casual wear enterprises.

So, entering the twenty-first Century, every leisure and clothing enterprise is facing the biggest marketing problem is how to establish and manage the brand of the enterprise. The position of market competition will shift from traditional products, prices, channels and promotion to the contest with brand as the core. Whoever owns a strong brand will have the competitive capital and play a very strong marketing campaign; if not, advertising, packaging, promotion and public relations and other marketing activities will not be able to help achieve the desired goal.

"Future marketing is the competition between brand marketing and brand competition.

Business and investors will recognize that brand is the most valuable asset of a company.

This concept is extremely important.

Because it is a vision of how to develop, strengthen, defend and manage production business.

"Owning the market is much more important than having a factory.

The only way to have the market is to have a brand with market advantages first. This is the marketing philosophy foundation of the new economic era, that is, marketing is the establishment of brand, and it is the regulation that every company must follow.

After entering the buyer's market, it will turn to the competition between the market and the marketing channels.

First set up the sales network, and then open the factory.

Channels will become more and more important in the market, and the marketing network will dominate the market.

The product has a life cycle, but the marketing network has no life cycle and can be developed for a long time.

It not only speeds up the distribution speed, shortens the time that goods are pferred to consumers, reduces the cost of circulation channels, but also gains market information faster, allowing enterprises to react quickly to market changes and respond promptly.

It is impossible for an enterprise to win the market by relying on one idea or relying on the resources superiority of one aspect.

Enterprise management has changed from extensive type, quantity type to intensive type and quality management type. The coming of meager profit era enables enterprises to allocate resources effectively and improve the comprehensive utilization ratio of resources.

Nowadays, there is a slogan in the business world, the two time to start a business.

The core of the two venture is the upgrading of management, that is, the management revolution.

After entering the buyer's market, there is a serious oversupply and relative surplus in the casual wear market, which is the contradiction between supply and demand imbalance.

The fundamental reason is that many casual clothing enterprises provide products or services which are mostly invalid supply, and are simple and repetitive supply.

Product life cycle is becoming shorter and shorter, and technology update is faster and faster.

Whether enterprises can innovate is the foundation for the future survival of enterprises.

Human resource competition

The competition of material resources to the competition of human resources is another trend of enterprise development.

In the era of knowledge economy, human resources are the most dynamic factors of production in enterprises.

It is foreseeable that in the future, the competition for talent will become increasingly fierce. The potential of human resources and the management of human resources will become the focus of competition.

Diversified management and the pursuit of popular management have led many enterprises in China to fall into the misunderstandings of diversification, cross industry expansion and quick success and instant benefit.

The ups and downs of domestic enterprises, more than 99% are the result of this popular concept.

It can be predicted that with the normalization of the Chinese market, clothing enterprises will be able to obtain social resources pparently and pparently under fair conditions. It is very difficult for enterprises to establish absolute operating resources advantages.

Under the same conditions, the success of apparel enterprises will ultimately depend on the management concept and management strategy.

The competition of garment enterprises will change from the competition of tangible resources to the invisible resources, that is, the competition of ideas. The key to the success of the future competition is to build their own management theories and concepts.

Why do many clothes enterprises fall into the mire of homogenization and burnout? The root lies in the defects of the clothing marketing world view of these enterprises.

Because of the different understanding of the nature of dress marketing, this determines the way of clothing enterprises' strategic choice.

So what is the rule of dress marketing? From the point of view of history and development, dress marketing is the contest between stereotype and super set.

In fact, the negation of affirmation, negation and negation of fixed tendency and super fixed trend is the source of continuous progress in all fields of human society.

What is stereotype?

The so-called stereotype is an important concept in psychology. It refers to a state of preparation for mental activities, manifested as habitual psychological tendencies, and a stable neural connection formed by previous repeated information stimulation.

Stereotype is indispensable in people's work and life. If there is no fixed pattern, people will face a lot of thinking and comparison when facing everything.

Stereotype is an inevitable choice for mankind to face challenges and improve efficiency. The maximization of stereotype efficiency is the formation of instinct.

People's learning activities are actually accumulating fixed patterns (following), thus enabling the continuation of human historical experience (tradition).

The role of stereotype in marketing

As for clothing marketing, leaving the stereotype is unthinkable.

The secret of the brand is that it has shaped the stereotype in people's minds. For example, people often say, "sit on a Mercedes Benz and drive BMW". How many people can actually ride a Mercedes Benz and experience BMW driving fun? Many people never compare Moutai with other spirits, but the best Chinese liquor is still the first choice.

These are the stereotype effects of brands, even if they are not.

For example, in the United States, most consumers consider WAL-MART's price to be "the lowest." a pricing study of a series of commonly used commodities for WAL-MART and its 3 main competitors shows that WAL-MART's price is higher than its competitors in 1/3 of the verified products, while 1/3 of the goods with low WAL-MART prices are less than 2 cents.

But what does it matter? The impression of price is more important than the price itself.

It can be seen that it is the stereotype in the minds of consumers that gives a brand value and strength, because under appropriate conditions, the stereotype will lead consumers to choose the brand.

In other words, brand stereotype means selling products or services to consumers.

Strategy is fixed operation.

If the goal of clothing marketing is to create brand, the task of marketing is to set a fixed pattern in the mind of your target customers.

Then, how can we develop brand positioning?

Find your marketing breakthrough in the fog.

The most prominent thing is that "Chinese collar and women's pants experts" attract many eyeballs, and concept marketing is born, revealing their professional brand foreshadowing.

Sense marketing to create successful brand

Opening up all the senses, feeling, appreciating the sensory experience of the brand, and using the senses to build the brand, this effect is amazing.

A comprehensive sensory experience will produce dominoes effect - the impression stored in the brain, triggering the next scene of the whole memory and emotion to start suddenly and establish an effective market cognitive zone.

In order to reduce the possibility that brands can not be invaded, we should establish effective personality division.

And the ultimate establishment of personality must be based on a brand culture.

Become the other follow up brands can not be imitated, and only by pursuing their loyalty, can we create the future of the brand.

To make a brand, we must tap a certain point that consumers are interested in. When consumers produce this demand, we first think of its brand positioning, which is to set up a clear image of the brand in the market, which is different from the competitors and meet the needs of consumers. The purpose is to occupy a favorable position in the hearts of potential consumers.

Many enterprises in our country ignore the importance of fixed competition, and the result is a few losses and injuries, and the gains outweigh the gains.

The key to steady competition is to seize the hearts of consumers and how to do that.

First of all, nature must bring consumers real benefits to meet their real needs.

But achieving this does not mean that your brand can be favored because there are many businesses in the market that are producing the same products and bringing the same benefits to customers.

Nowadays, the market can not find products that are likely to go all the way. If the enterprise brand wants to stand out, it must make the best effort to shape the difference. Only the distinctive characteristics can attract people's attention easily.

Over set: the essence of wisdom

But stereotypes also have negative effects, so that people tend to be rigid in solving problems, so that they are accustomed to being gradual and unable to adapt to changes.

Therefore, in the face of difficulties and new situations, people often need to break through stereotypes and carry out creative thinking, that is, innovation.

But even though anyone will think differently, most people just think about it, and even if they do it by accident, they will soon give up and return to the set that makes them feel comfortable.

Only those outstanding people will have a broad vision to see the future, and with strong will to make their astonishing thoughts and actions fixed, this is the so-called "super fixed".

The power of super set

Each industry will form its own set of unique stereotypes.

American airlines have long followed the rules of the game to serve all fields (commercial and entertaining), providing all price (economy class, business class, first class) air tickets to all parts of the world - "this is the practice of our airline industry".

Fixed competition produces bubbles.

The formation of industry stereotypes is because people believe that following is the least risky strategy, so most latecomers will imitate leaders' practice - "look, the boss is doing this. Let's do it."

As far as we know, for the competition in the stereotype category, the consumer brain needs only one brand that has created the fixed pattern. At the same time, a strong second brand which is closely related to it is enough. The value of other brands' contribution to the choice is very low.

Clothing industry such as: XXXX City hunting

Stereotype: urban hunting clothing:

Take the lead in this scarce resource.

With the greatest and most unique strengths, achievements, goals, events, products and so on, we should set up and support the first set of strategies and strive for the leading and unique position in people's minds.

It includes two categories of "pioneer" and "beyond the new" positioning.

Commanding elevation:

The strategy of commanding height is to make use of the most influential "peak" of XXXX City suit in the social environment, so that they can stand on the fashion.

Use the most influential media or professional media to advertise, publicize, or engage in activities of mutual interest with them.

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Public opinion Center:

Launching XXXX urban hunting news and word-of-mouth, promoting news and word of mouth are the most influential marketing methods.

Create the most infectious and herd effect of the atmosphere, to achieve the depth of dissemination and the effect of widespread dissemination from point to point.

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Competitive strategy:

There are lots of "wolves" around key customers. They constantly exert influence on our customers as we do, so that XXXX city suits can break through the advantage of "wolf" encircling the XXXX City suit and win over competitors.