Shishi Clothing Market "Hundred Contention" Is Very Lively.

An "auspicious bird" brand casual shoes can develop 300 models. Now customers love many kinds of shoes, but for every shoe, maybe only a small order, because of the amount of money, so it can also create a very considerable sales volume.

Recently, Lucky Bird Li Qijun, manager of the group production department, said that unlike the past "one style, massive order" marketing mode, the current market seems to be heading for another trend, that is, the style of shoes is becoming more and more abundant, but the total amount of orders has gone from the previous "one dominant" to the "hundred dollar Contention", although the total quantity is increasing year by year, but the order "fragmentation" trend is very clear.

Front end design "fragmentation"

"The market is rolling up a lot of information every day, and the demand that these information shows is often heterogeneous. This requires that our R & D design must understand the fashion attitude of" fast fashion "and react quickly. Yili Castle Clothes & Accessories General manager Ke Li AI is obviously affected by the "fast fashion" tide flu brought by "fragmentation". But according to her analysis, "fragmentation" on the clothing consumer market segmentation is obviously not only "fast fashion" this wing, she thinks high-end clothing to "luxury" is actually a kind of personalized demand, even today, custom clothing in the early stage of reform and opening up, almost disappear clothing production form, also in a certain range to "restoration".

According to the market research and analysis, with the progress of machine production and the vigorous development of innovation power, the industrial line has greatly enriched the supply of clothing commodities. But with the continuous expansion of the current personalized consumer demand, garment customization such as tailored and manual sewing thirty years ago is prevailing, and customization has gradually become the embodiment of identity.

Fragmentation of marketing

Analysts pointed out that the past payment is the end of sales, and now it is Sale The beginning. After the fragmentation of market information, it means that the projects dealing with receipt and refund are more fragmented and cumbersome. This is a challenge for enterprises to track customer information, continuously develop resources, and then voluntarily find user needs and create user needs. "According to the data collected at hand, there will be no more than 50 pairs, or even a single digit in each case. At this time, the refund is no longer simple, it means the sale of the product, but you have a customer's information. You can adjust the sales and marketing according to this information, and find the market demand most promptly and quickly." Sun Junlin, deputy chief executive of Sen Qi clothing, thinks that from selling products to selling services, advertising promotion has become word-of-mouth marketing, which has become an inevitable requirement of marketing fragmentation.

Fragmentation of the market

"R & D design spanformation and marketing thinking revolution are external causes, and the real" fragmented "internal cause lies in the market itself. Market analyst Ceng Xiaoyong believes that when shoes and clothing enter a large number of ordinary families, their consumption will also be "fragmented". At present, from leisure to outdoors, from pretty girls to business men's clothing, almost all kinds of consumer markets have begun to push across the border. For example, the seven wolves tend to be business casual men's clothing; the tendency of mensensen is leisure sports; the crossover tendencies of rich birds are men's leisure and business elements, and every consumer product has found its owner in the market of shoes and clothing with "omnipotence" and "crossover" as its selling point. For consumers, it is still a saying: "practicality is better than everything."