Brand Upwards, Channels Downward -- Clothing Brand Layout Two Or Three Line Market

Just like modern information warfare.

In August 8, 2010, Chinese women's high-end brand white-collar workers joined hands for high-end.

13 days later, in August 21st, forty-third white collar shops officially landed at Denis's department store in Zhengzhou.

It was also in August 21st that Wuxi, a high-end British style Singaporean general merchandise store, entered Singapore.

Perhaps ten years later, or only five years later, this August will become an important footnote in the history of Chinese clothing business.

At the same time, when the urban crowd fled the northward Canton, the big curtain of all kinds of clothing brands attacking the two or three line market was officially opened. A campaign of "brand upwards and channel downwards" began to show the layout of China's fashion layout in the future.

Dynamic two or three line Market

As Li Kailuo, an economic research expert of China's famous fashion industry, said, China is a structure of a gourd Society (as shown).

More consumer base and business progress base are in the part of big gourd. With the pformation of the middle and lower production, well-off and quasi middle class to the middle class, China's social structure will have a release process to the olive type movement and the business potential of the gourd. This process is now on the consumption line, which is the development of the two or three line market.

But from the perspective of fashion layout, the two or three line market is in a state of interaction between the level of social economic development and the consumption environment of the region, and it can not simply form a fixed pattern.

This growing dynamic process will lead to numerous market opportunities. However, regional consumption environment factors such as symmetry of information, adequacy of brand awareness, maturity of market environment, matching of consumption habits and brand culture will all affect brand cutting in the two or three line market.

A slight mistake in judgment is likely to sink down from the channel for the brand to sink and give the business a huge burden.

The soldier said, "first seek after the Bureau, then seek the strategy slightly, and start from the Bureau."

Analysis of the two or three line market coordinate system, through the reasonable introduction of variables, identify the coordinates of their own brand location, in order to find a suitable offensive and defensive strategy for the brand.

X axis: social and economic development level

According to the 2009 Chinese market and media research (CMMS) data of the new generation market monitoring agency, the monthly average household income is 5285.5 yuan for the first tier cities, 3553.5 yuan for the two or three line cities, 971.25 yuan for the county seat, and 786.95 yuan for the rural areas.

Obviously, the two or three line cities without high cost of living have begun to have the same consumption power as the first tier cities.

For the next five to ten years of development, from the perspective of national policies, the "12th Five-Year plan" shifted the focus of national strategy from "national strength" to "rich people".

Wu Jinglian, a famous economist, said: "the fundamental way to reverse the imbalance of China's economy is to change the pattern of economic growth, or change the way of economic development.

We should raise the remuneration of the laborers and let the people have money.

So as to achieve economic growth driven by consumption.

On the other hand, from the perspective of market evolution, in the post financial crisis era, Europe and America need to leverage to absorb the consequences of excessive financial innovation. China is going to be productive, and the endogenous economy will absorb excess capacity.

This must stimulate the market constantly, thus giving birth to the era of market prosperity. There is no doubt that the two or three line market will become China's biggest miracle incubator in the future.

From the point of view of infrastructure construction, the development of the high-speed rail network has narrowed the distance between urban and rural areas, has removed some information gap, accelerated the speed of population movement, thus closely linked the social connections and expanded the radiation area of fashionable consumption. Housing regulation and rapid development of local urban services economy have prompted developers to "turn around" and commercial real estate to heat up. Some two or three line cities have built CBD and financial districts. Large shopping centers and high-end shopping malls are also beginning to operate in two or three cities.

The risk of variables hidden in the X axis is whether the overheated commercial development is in line with the local consumption level.

For example, the shopping center of a county town around Shanghai is decorated luxuriously, but it is left behind.

Although it is near Shanghai, copying the Shanghai model is still unworkable.

Even shopping centers should have different commodity combinations according to the characteristics of consumers.

This involves another variable in the two or three line market coordinate system: the consumption environment.

Y axis: regional consumption environment

Generally speaking, the consumption environment problems such as consumption concept, brand cognitive gap, service concept and so on, formed by the information asymmetry in the two or three line market, have changed with the acceleration of information flow in the Internet age.

In recent years, a series of fashion carriers represented by ZARA, such as fast fashion, electronic commerce pioneered by PPG, and channel innovation with ITAT as template, have been popular in the mainland market.

The entry of large supermarkets such as Carrefour and WAL-MART has changed the consumption habits and brand concept of two or three line urban residents to some extent.

The brand in the original two or three line market is constantly improving its terminal performance along with the upward process of the brand, such as BELLE and Smith Barney. This kind of improvement also affects the consumers' cognition of the two or three line market in terms of consumer environment, product premium and after sale service, thus forming a driving force for improving the whole market environment.

In addition, the recent Olympic Games, Expo and Asian Games have attracted many urban residents to experience the lifestyle and consumption patterns of urbanization. These people have changed their original consumption patterns and promoted the continuous changes of the two or three line market.

Of course, the variables contained in the consumption environment on the Y axis are more complex and more secretive than the level of socio-economic development.

For example, Changsha, the location of Hunan satellite TV, although the program of Hunan satellite TV is very fashion, Changsha is not as fashionable as imagined.

Changsha landmark shopping mall is a Japanese owned shopping mall, but it still maintains many localized features.

Because Changsha, as the most important city in Hunan, plays an important role in surrounding urban and rural areas.

In fact, the most prosperous weekend of the department store is the day when the urban and rural population migrate. The urban people have been to the farmhouse life in the countryside, and the population of the surrounding small towns who want to experience the city life has poured into the city and become the main consumer.

Therefore, it is the unique management wisdom of Ping Hun Tong to appropriately reduce a little style and meet a large amount of rural consumption power.

While "white collar" chose the central city of Hefei, but did not over develop the fashionable consumption level of Harbin, it was the growth of Hefei's consumption environment.

On the surface, Harbin has a high degree of consumption in fashion, but some high-end brands have been placed in a relatively saturated state, while Hefei is more like an untapped virgin territory, which is more likely to occupy the commanding heights of high-end consumption in the region.

It is worth noting that the two or three line market dynamic coordinate model can also be applied to the evaluation of the matching degree between brand and local market in two aspects of social economic development level and regional consumption environment.

Among them, two variables X and Y are affected by many factors and are constantly changing.

For brands, the higher the score is, the more promising the market is. The more important thing is to see the future extension of variables and the relative position of other brands in the whole coordinate system.