Apparel Market Concerns Mass Consumer Groups
In the next 20 years, a large number of China's three or four tier cities will become China. brand And the main battleground of world brands. Who can become the main prosecution of the "Chinese style gourd market", who will become the upstart in the business ecosystem.
Why is it a "gourd society" instead of a "Pyramid society"?
Because the higher the structure of Pyramid, the smaller the number of the middle class and the rich. The number at the bottom is very large. This is obviously not right for China, which is changing rapidly today.
The shape of the gourd can clearly see that its bottom is a very small number of vulnerable groups. With the change of the gourd curve, most of the middle and lower levels of the gourd will go upward.
Comparing the top of Pyramid with the top of gourd, the number of rich class in gourd is obviously larger than that of Pyramid, which is in line with the characteristics of wealth structure in today's China.
Therefore, corresponding to the wealth structure of Chinese society, the distribution of China's market structure also presents a huge gourd shape.
If the first tier cities located at the top of the gourd lead China's wave of consumption upgrading in the first 20 years, the emergence of many new cities at the bottom of the gourd will inevitably lead to a larger consumption underflow at the time of the arrival of the wheat fashion era.
Focus on mass consumer groups
ZARA
,
H&M
Such success in China is rooted in its positioning of mass consumer groups.
They are clearly aware of the huge market potential of China's "gourd" social structure.
The "big belly market" of gourd is the largest market, and the dynamic characteristics of the gourd determine the market potential.
Especially in the gourd market, consumers' ideas will become the guiding ideology of supporting business development. The value innovators of Chinese enterprises should aim at most customers and be willing to give up some customers.
Enterprises should focus on differentiation through further segregation.
Whether it is Gome, or
ZARA
H&M, their success stems from business model innovation.
A successful business model often lies not in the cutting-edge technology, nor in the timing of entering the market. The key is to find valuable business models.
If innovation can not be rooted in value, technological innovators and market pioneers tend to fall into the end of "dressing for others".
The conventional view is that an enterprise can create higher value for customers at higher cost or create a relatively good value at lower cost.
In this way, the strategy is often mistaken for the choice between "differentiation" and "low cost".
Nowadays, when a large number of popular brands combine the two or even more factors to become commercial textbooks, behind the mystical business model is actually how enterprises and brands find their place in the industry value chain and create value for consumers.
The two or three line market is definitely not a simple extension of the first-line market.
In a sense, the two or three line market and the first tier market are completely different concepts, and the barriers between them may not be eliminated for a long time.
For example, the pursuit of personality and fashion is necessary for the brand of the first-line market, but not necessarily for the brand of the two or three tier market.
The first tier market is famous and influential, and it will probably not be accepted or completely unknown in the two or three tier market.
Those brands that are widely advertised in CCTV can be eaten in the two or three tier market.
Therefore, when the first tier market brand sink channels, how to influence the sink is indeed a problem.
Also to CCTV to advertise?
This is obviously not the way we do it.
Rely on shops to enhance image?
It's too time-consuming and financial, and I'm afraid I can't wait until the image is done.
Once the channel is sinking, the brand strategy must be greatly adjusted.
If a brand does not only make the first line market but also the two or three line market, its chances of success are negligible.
The general situation is that the two or three tier market has not yet been seized, and the first-line market has been lost.
Multi brand strategy is the inevitable choice, but it is very risky because the product development system, channel and promotion for the two or three line brand are different, and almost have to start a new business. This is also the main reason why many enterprises dare not act rashly.
Some people think that we can take two brands and a set of people's practices, but the result is always getting more and more chaotic. The two or three line is not done well, but it also brings a thread.
There are many successful examples of multi brand strategy, but to really do it, we really test the brand planning ability, operation ability and promotion ability of enterprises.
Of course, it is another matter to concentrate on the two or three tier market.
Take Fujian leicon as an example. At this stage, it rarely expands in the first tier cities such as Shanghai. Instead, it turns to a large population in Henan and Sichuan provinces. According to the market research report compiled by Frost & Sullivan (Frost St Sullivan), in the past two years, retail sales have ranked the top of the second tier and below cities in terms of retail sales; the county's cities outside the sight line of China's first tier cities, such as Shaanxi's Shenmu county, can receive 3 million yuan, and Yiling prefecture level cities can reach 8 million to 10 million yuan, and the amount of repayment is several times higher than that of Shanghai.
- Related reading
Shenzhen Brand Women'S Clothing Occupies Half Of The Domestic Clothing Market.
|- Industry Overview | 2019 Beijing Fashion Week September Curtain Opening, There Will Be More Than 200 Brands Gorgeous Appearance.
- Industry Overview | The Jiangsu Provincial Market Supervision Bureau Sampled 100 Batches Of Children's Shoes With A Pass Rate Of 91%.
- Industry Overview | Cotton And Hemp Business Mode Change, Spot Inventory Pressure Greater
- Industry Overview | India Association Calls Cotton Yarn Into Subsidy Scheme
- Industry Overview | American Businessmen Have Joined In A Massive Protest Against Tax Increases: Tariffs Eroding Employment Growth.
- Popular this season | 2020 The Most Popular Printing Is To Wear Super Clean.
- Fabric accessories | Sheng Hong Group Miu Hangen: The Industry's Ambition Of Textile Giant
- Fabric accessories | Focusing On The Two Integration Conference Of Textile Industry In 5G Era To Explore New Mode And New Thinking
- Industry Overview | Focusing On The Two Integration Conference Of Textile Industry In 5G Era To Explore New Mode And New Thinking
- Industry Overview | Simple Elements Highlight Personality Design, 2019CICP Highlights Take The Lead.
- Guangzhou White Horse Clothing Procurement Festival Sounds The Strongest Voice Of Guangdong Fashion Clothing.
- Shenzhen Brand Women'S Clothing Occupies Half Of The Domestic Clothing Market.
- A Blind Person Walks And Touches And Determines The Price Of Seed Cotton Reasonably.
- Four Trends Of Children'S Clothing Development
- Apparel Industry Discusses Industry Status From Different Angles
- Underwear Wear Index
- From Big To Strong &Nbsp; Chemical Fiber Textile Industry "Breaking Cocoon Into Butterfly"
- 嵊州服裝行業(yè)協(xié)會選出新會長
- Hu Qiheng, Chairman Of China Internet Association
- 蕭山化纖紡織業(yè)“破繭成蝶”