Experts: China'S Clothing Market Needs Precise Positioning

Huang Bo effective commercial real estate operation expert

Topic 1

How to achieve differentiated, scientific and strategic positioning

Core view:

Professional market has entered the stage of "buyer's market".

Market competition has adopted a differentiated competition strategy.

A single commodity structure makes customers at different levels of consumption and customers of different ages rush around, and the pleasure of shopping is greatly reduced.

The foundation of differentiation and scientization comes from accurate market research.

There are periodicity and diversity in the positioning of the project, and the management concept will constantly adjust with the change of the market environment.

Exergy

Hu Baogang: the positioning of the professional market usually includes three levels: macro, meso and micro.

The macro positioning mainly refers to the location of the market, the establishment, the purchase and the investment stage; the middle positioning mainly refers to the location of the market construction, planning, design and orientation; and the micro positioning mainly refers to market planning, investment promotion, and property location.

In the past, most of the professional market's macro and even positioning were determined by the developers' perceptions and subjective assumptions about the professional market.

The so-called market positioning is only in the context of how to plan, inviting, promoting and managing, to some extent, it is tantamount to "embroidering flowers on sacks".

Now it seems that in the stage of specialized market going to "go wholesale" and "buyer's market", the macro and meso positioning errors of the professional market will result in losing the game.

The fundamental reason why some new professional markets are "difficult to invest and operate" is not on the microscopic scale of "how big the scale of fame is, how reasonable the layout is, how to promote advertising and how to offer preferential policies", the key is whether the overall positioning of the macro and the mode of business operation are competitive and attractive.

To a certain extent, it is important for developers to make a macro positioning of the professional market in terms of strategy and concept.

Wang Denghou: differentiation is the inevitable choice for the market to carry out dislocation management, win competition in the industry, and highlight its own characteristics.

The development of "white horse" today is entirely due to the judgement and assurance of future consumption trend, that is, always stand in the future to design the market.

With the development of the times and the pformation of the commercial circulation, the individualized demand of consumers is constantly improving, and the homogenization competition between products and brands is becoming more and more intense.

The first step in reversing the situation is to scientifically position the business format.

When we design the "white horse" two phase, we are faced with this pattern: a single commodity structure makes customers of different consumption levels and age groups have to rush around, and the pleasure of shopping is greatly reduced.

This is a common problem encountered in the traditional clothing market.

But if we look at it from the perspective of development, it will create business opportunities for the upgrading and pformation of the professional market.

In order to grasp the business opportunities brought by this trend, the designers of "white horse" have worked hard in strengthening the details construction, improving market matching and expanding the consumption field, so as to create a one-stop shopping and one-stop service.

In the market of white horse, the consumption and leisure of different ages can be completed, so as to win the favor of consumers.

Huang Bo effect: the factors that affect the market environment should be taken into account.

There are periodicity and diversity in the positioning of the project. Business philosophy and business positioning will be constantly adjusted due to the different stages of development and the changes in the market environment.

Two aspects should be taken into account: first, we should pay attention to the future trend of market development, establish appropriate market positioning for the professional market, and ensure that the positioning of the market will not be out of date within five years from its opening.

In addition, it is also necessary to start with brand dealers.

Wang Jianxun: as a single market in a large professional market, it is bound to face fierce competition in the intra market. Any market that survives is consciously or unconsciously adopting differentiated competitive strategies and matching market positioning.

This requires market operators to have an in-depth understanding of the business format, category grades, business groups and business needs of business circles, and has a profound insight into potential and possible business needs.

Following the basic principle of satisfying the needs of merchants to develop and build the market, we can succeed in market positioning, investment and management, and maintain the stability and prosperity of the market.

Zhang Jin: as a relatively fast developing business field, the professional market has been accompanied by many problems at the same time. The formation of the business circle is not achieved overnight.

The so-called differentiation is the selection, refinement, optimization and improvement of the brand, grade, format, matching and other aspects within the business circle. "Choose the best, choose the best, and choose the right place", instead of blind to the market rules and the demand of consumers.

Therefore, the basis of differentiation and scientification is derived from accurate market research, based on the forward-looking judgment of consumer demand and ability, business demand and acceptance, market development status and future development trend.

At present, most specialized market commercial projects do not operate on the road of "continuous commercial operation". They operate mostly in the form of "quick withdrawal of funds from real estate development". They blindly pursue the rapid return of funds and the quick realization of profits. Once the profits and returns are realized, they will be able to cope with the problem and even let go of it at the operational level.

Haste makes no progress. After all, the professional market is a combination of Commerce and real estate. The success or failure of the market is whether it can achieve long-term sustainable and stable operation, rather than short-term real estate development and operation.

The positioning is based on the mentality of running the professional market, the mentality determines the idea, the idea expands the train of thought, and the thinking is based on the height of the commercial operation that the project can achieve, not the height of development.

Topic two

How to decide key issues in positioning process

Core view:

The city determines the scope of the business circle. The area determines the size of the business circle, and the location determines the nature of the business circle.

We need to know where the business needs of target businesses are.

The premise of market planning is to grasp the general characteristics of regional economy.

Each city's unique business characteristics are difficult to change because of one project.

The positioning of merchants should match the format and function of the market.

Zhou Zhou: there are two successful modes of professional market. One is accidental and non replicable success (mostly in the old market, such as the Guangzhou white horse clothing market), and the other is the inevitable and reproducible success (most of which are new professional markets, such as Haining Leather City).

Of course, the definition of business circle is not absolute. Good brand resources and business models are important forces to create new business circles.

So, how should the professional market of different cities and different business circles grasp the key steps in the process of positioning?

Hu Baogang: the core of the professional market is "business circle", and "business circle" is usually determined by "city, region and location".

That is to say, the city determines the scope of the business circle, and the area determines the scale of the business circle, and the location determines the nature of the business circle.

Through the basic discrimination of business circles, we can find a suitable business mode and choose location under the business mode.

The precise positioning of the professional market -- the compound function format positioning method includes three levels.

The first is the parallel positioning of market formats.

That is to say, in the form of market formats, it is controlled in parallel according to the format of the market. On the one hand, traditional formats are centralized, for example, according to the traditional wholesale market format, that is, a market business circle usually includes: clothing market + shoes and hat Market + small commodity market + cloth market.

For example, the Hanzheng Street market in Wuhan; on the other hand, it is a collection of new formats, for example, according to the combination of apparel market formats, that is, a market trading area is usually for men's clothing market + children's clothing market + leather market.

The two is the vertical positioning method of market function.

That is to say, the main functions of the market are to divide the market according to the functions of the market, such as "market and logistics" of Southern China city in Shenzhen, "market and brand" of Guangzhou Baima, "market and creativity" of Hangzhou textile center, Zhejiang Yiwu market and exhibition.

In the future, thematic specialized market will become the mainstream and trend of the professional market.

On the one hand, the professional market dominated by formats has begun to integrate the four formats of "wholesale, retail, theme and network" to carry out a new round of pformation and innovation. On the other hand, the functional based market has begun to look for added value of new industries such as manufacturing, logistics, creativity, headquarters and so on, so as to promote the industrial chain of the complex specialized market to expand continuously in the pformation.

Therefore, the precise positioning of the future professional market not only needs to be strategically positioned in the macro and middle perspectives, but also requires tactical positioning on the micro level.

To sum up, it is the "compound function format positioning method" proposed by us now.

Three is the market "function + format" three-dimensional positioning method.

That is to say, we should fully understand and grasp the trend and characteristics of the specialized market, take the function of the specialized market as the main basis for the positioning of the professional market, and integrate the four functions of "manufacturing, logistics, creativity and headquarters" based on the four major formats of "wholesale, retail, theme and network" to form the fission and multiplication of the market value.

At present, some new business models have become the mainstream of professional market development.

For example, people and land one avenue, people and groups began to "move" the underground market "cheese".

Guangzhou, Shenyang, Wuhan, Zhengzhou and other places in the clothing market began a vigorous gold rush.

The chain and tens of millions of square meters of underground clothing market in the dozens of cities in the future will change not only the pattern of clothing market, but also the concept of clothing market.

That is, the expansion of investment chain: underground engineering - underground commercial city - capital operation - Underground clothing chain Market - Underground real estate operation.

On the first avenue, the clothing market is made to realize the three-dimensional and the butterfly change under the chain of distribution under the birth of capital.

Another example is the Southern China city of Shenzhen as a comprehensive platform for comprehensive trade and commerce. It takes the construction of 300~1000 square meters market volume as the banner, and takes the clothing market as the main theme of the comprehensive market. At the same time, with the help of the capital listing platform, it quickly avoids the mature business circle in Nanning, Nanchang, Xianyang, Tieling, Lianyungang and other places, and boldly builds the city and builds the circle independently.

That is, the layout of real estate chain: commodity market - capital operation - chain trade city - comprehensive business circle.

Southern China will change the way of construction and operation of traditional clothing market.

New models such as creative market, thematic market and net product market are coming.

Huang Bo effect: professional market positioning must combine the characteristics of commercial real estate business and investment, highlight the advantages of the market, and establish brand demeanour from the beginning.

And at the same time, we should pay attention to three aspects:

First, the positioning of business format.

For example, it is a wholesale, agent and Exhibition Center mainly based on domestic brand clothing, taking into account the international two or three line brand clothing display and trading center, or the wholesale and retail center of foreign trade clothing, the brand agency center at home and abroad, the clothing brand exhibition center at home and abroad, the mid-range clothing wholesale center, the clothing brand franchise center, etc.

We must first clarify the format of the business.

The two is the positioning of business functions.

For example, the southern origin market has five main functions, including wholesale trade, brand exhibition, brand promotion, new product distribution, and creative design communication.

At present, the opening market basically is to build up the base of excellent brand aggregation and independent brand incubation, integrating the business functions of fashion design, brand presentation, logistics distribution, e-commerce and so on, forming a large professional trading center cluster.

The three is the positioning of target business groups.

We need to figure out who will come to your market to do business.

The main investors in the professional market are mainly brand operators, agents, and wholesale operators of foreign trade clothing.

Take the market as the center, the brand clothing production enterprises of neighboring provinces, Europe, Japan and South Korea, the two or three line brand agents, clothing dealers all over the well-known clothing wholesale market.

Zhang Jin: the positioning of the professional market is a relatively complex and professional technical field. From the preliminary statistics, there are about dozens of positioning points from the directional positioning to the detailed positioning.

In the process of positioning, we should pay attention to the following aspects, but there is no big problem in directional positioning.

First, we must fully integrate the urban industrial foundation: conduct thorough investigation and analysis of the industrial foundation of the city, and rely on the market opportunities created by the industrial advantages, so that the project can become a link in the city's superior industrial chain, provide a directional positioning for the professional market, and provide a good foreshadowing for the medium term recruitment and late operation of the project.

Two, we must rely on the network of logistics and pportation: the size and the degree of perfection of the pportation network determines the radiation capacity of the specialized market. The radiation capacity determines the volume of the project and must not be blindly scale away from the actual traffic and logistics conditions.

The three is to perfectly connect consumers' consumption appeals and capabilities: the key to continuous operation of the professional market is to provide products and services that consumers really need. The combination of formats, floor distribution and matching, brand grades and supporting services are all based on the needs of consumers, and must not be low, high or even completely divorced from consumer demands.

The four is to respect the commercial characteristics of cities: each city has its unique commercial characteristics, which is gradually formed in the process of urban commercial development, and it is difficult to change because of a project.

Everything is regular. This is a small rule in the so-called commercial law. Therefore, respecting the business characteristics of a city must not go against the road. It can only be a guiding change in a step backward, and it is difficult to achieve a complete change in the short term.

For example, the general three tier city commercial floor resistance is larger, most of the professional market business only to three levels, then the emerging professional market business can be done to three levels of business or up to four levels, the top layer with service formats, supporting formats or other highlights attract people, avoid commercial floors too high, consumers are difficult to accept, merchants will not accept, leaving behind the contradictions and hidden dangers for the later operation, and at the same time, the difference between the cold and hot floors in the market period is relatively large, resulting in unnecessary losses.

Five, we should give full consideration to commercial support: in the cities or regions where radiation capability is not too strong, we should take this into account. We should enlarge or reduce the corresponding quantities according to the real pfer fees and rents in the existing areas, and avoid the number and size of the businesses.

Otherwise, the latter will often result in too few positioning and insufficient supply, and the scale will not be formed. Or some of the formats will be overpositioned, and the oversupply will result in more empty shops.

Wang Jianxun: positioning should be a process of analyzing, comparing and making painful decisions.

Their own market size, hardware facilities, team operation capabilities, the overall operation of competitors, hardware facilities, format management, team operation level and so on all need to consider comprehensively.

In addition to these, the most important thing is to find out where the key business needs of target businesses are, and whether the market can provide the necessary conditions to meet these needs.

Wang Deng Hou: it is very important to study social needs.

What we build and where to build depends on whether the area needs specialized markets. If the society needs this, we will seize the opportunity.

Professional market positioning also needs to study consumer demand.

If developers fall into vicious competition because of quick success and instant benefit, or the location is not in line with local consumption characteristics, the developed market will also cause huge waste of funds and manpower.

To grasp the general characteristics of regional economy is the premise of market planning.

Now the production and marketing division, the provincial agent is the main force that the manufacturer sells products and promotes the brand, and its agent brand and the geographical division are linked for a long time.

The survival and sustainable prosperity of Anhui white horse phase one lies in our in-depth and extensive study of Anhui's regional consumption characteristics.

We have concluded that Anhui is not a manufacturing base, so it is impossible to form a bulk cargo market.

Because the radiation market of the bulk market in Anhui is too narrow, local businesses can not abandon the original procurement channels for decades, and they prefer to travel to Wuhan and Hangzhou.

Therefore, Anhui can only set up a centralized exhibition base for the national brand manufacturers.

Another point is to attach importance to management.

What we call management is not to sell and to pull down, but to carry out management from beginning to end, and to develop investment promotion and cultivation, so that the market can survive.

Many professional market development simply takes investors as the research object, and regards how to sell as the main objective, not to study management.

The only way to do this is to study operators and think that if operators enter the field, they will succeed.

The success of operators is based on profits.

If we do not attach importance to consumers, resulting in a sluggish market and shrinking trading volume, we will not survive.

Successful professional market development should be a dance with operators and consumers.

Case interpretation

According to the "recognition fever", the admission fee is charged, and auctions are made for the regions and locations with high degree of approval, and price benchmarks are set up.

The positioning of the mid grade boutique clothing store, which is mainly made up of domestic brands and supplemented by high-quality retail investors, forms a differentiated orientation and upgrading with the old business circle.

Differentiation orientation in middle and low grade old business circle

A clothing store in Shanxi is located in the traditional low-grade old business district. Therefore, the location of the commercial building is considered at the beginning of the project.

On the one hand, the traditional high-end business is not in the business circle, consumer spending habits in the short term can not be changed because of a project, commercial buildings can not blindly carry out high-end positioning, and directly compete with the traditional stable high-end business; on the other hand, the old business and the lower end products of the business district need upgrading.

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Therefore, in this case, the middle grade boutique clothing store, which is mainly composed of domestic brands and supplemented by high-quality retail investors, is positioned effectively to select the boutique of business circles, forming a differentiation and upgrading.

At the same time, combined with the serious shortage of service industry at present, the catering industry, video game city, beauty salons, children's fort and other supporting service formats are set up at the top level of the project to effectively store business circles.

Format positioning is selected and quantified according to the actual situation of the business circle.

At the same time, in the marketing mode, the admission fee is charged according to the "recognition fever". At the same time, auctions are set up for the regions and positions with high degree of approval.

Therefore, it lays a good foundation for the healthy operation and sustainable development in the middle and later stages.