Fast Fashion Trend Swept China &Nbsp; How Do Businesses Seize The Opportunity?

"Fast fashion "Mode" tests the knowledge system and operation ability of enterprises. It has shaken the traditional management culture that technology is the king of enterprises, but formed a new concept that is always dealing with the new trend of consumption and market competition.

If one day you see a spectacular scene waiting for a queue at the door of a shop on a road, it may be a newly launched clothing store such as UNIQLO or H&M. In the past half a month when UNIQLO opened its flagship store, it can also see the whole afternoon from the entrance to the shopping team up to more than 50 meters outside the store. This shows how crazy people are for fast fashion brands.

Fast fashion means people are keen to buy those things to keep up with fashion. pulse The new trend of commodity consumption is characterized by high frequency and low price. Now is the Internet age, information dissemination speed is fast, the scope is broad, the fashion fashion wind is easy to blow, is also very easy to be covered by the updated fashion.

Under this background, people's demand for updating fashion products has increased unprecedentedly. Even durable goods, which were once thought to be able to be used for a long time, are now fast changing consumer goods. According to a survey, nearly 1/5 of China will replace mobile phones in less than a year, and 1/4 will change MP3 in about a year. In addition, digital cameras, notebooks Computer Durable consumer goods such as private cars have also seen a trend of rapid updating. How can manufacturers cope with the new trend of fast fashion?

First, manufacturers adjust their product strategy to push the low end fashion products. This year, we launched a cyber HD digital video camera called "Bole". The price of the product is less than 200 US dollars, and there is not much breakthroughs in its function. However, the design is lightweight, simple and easy to use, and is especially suitable for young people who are keen on new ideas in photography and keen to share with the Internet. This product is considered to be "a significant change in corporate culture". All along, in the consumer's impression, the main focus is on the expensive electronic products with high technology content, relying on the leading technology like Walkman to occupy the market. But obviously, under the impact of fast fashion consumption, consumer electronics is becoming more and more important because of its ease of use, ingenious appearance and moderate price. We hope to deal with more and more powerful competitors through cultural transformation.

Secondly, manufacturers begin to emphasize the appearance design of products and make the appearance of products become diversified, thus giving consumers more choices. The company that emphasizes technology and quality has always been conservative and low-key in marketing strategy. For a long time, black and silver have always been the main colors of digital cameras. The former is a symbol of professionality, while the latter has always been the mainstream color of high-tech electronic products. Recently, however, a new strategy has been formulated, and the slogan "Hello, color" has been boldly put forward, which focuses on the fashion design of products. Each IXUS product has 4 or more colors to choose from, and the upgraded version of the color culture fully caters to the personal qualities of consumers.

Third, in product promotion, manufacturers use new products, new feelings and new life thinking to attract consumers to continuously update their needs. The new generation of consumers pay more attention to the feeling of consumption. The pursuit of fashion and fresh things does not necessarily have any real value, but it can bring them different fresh feelings and good feelings. Their demands for emotional, boastful and symbolic values of commodities have long exceeded the value of commodities. Therefore, manufacturers try to seize the emotional value of products to catch the hearts of young consumers. The advertisement of the digital camera is in a high-profile environment full of artistic sense, with a handsome hand holding a camera, unconsciously photographing a noble beauty, and all the way to pursue it, of course, the result can be imagined. Linking digital cameras with love encounter seems to say that this digital camera can help consumers achieve their dream lives.

It needs to be pointed out that the success of fast fashion needs brand image support. The reason why they are successful is because they already have a strong brand foundation and culture, and the design is recognized by the public, so they sell well. Even the ZARA of the clothing industry will always open up shop around the famous luxury brand store in the most prosperous part of the city, even if the rent is expensive. The important thing is that it conveys the value of the brand through "who stands together", which ultimately brings consumers the feeling that the price is low, but the brand value is not cheap. Many consumers are even willing to get a little vanity satisfaction from the behavior of buying low priced brand products.

In short, the "fast fashion" mode tests the knowledge system and operation ability of enterprises. It has shaken the traditional management culture of enterprises that are dominated by technology, but formed a new concept that is always dealing with the new trend of consumption and market competition.