T-Shirt Battle War Within Three Kingdoms Fight Price Competition Marketing

Chengdu's summer this year has been particularly rapid. The temperature has soared to more than 30 degrees in spring without a few days.

stay clothing In the eyes of enterprises, T-shirt is a sharp weapon in the market, and it is a hope to enhance the existing brand of an enterprise. Trend The newest representative of culture... With the increase of temperature, a T-shirt war has started this summer. It has a very influential Internet fast fashion brand among young people. VAI has launched 1500 "VT" again this year. brand Metersbonwe continued last year's "MT" and launched the concept of "new domestic products" to blend the nostalgia and the trend. The Japanese leisure brand UNIQLO steadily promoted the Japanese culture style "UT".

　　 Kill the price 29. Who dares to be inferior to me?

The price of VT29 is killing all competitors. How much is the cost of a pure cotton T-shirt? According to industry sources, since last year, the price of clothing raw materials has risen significantly. Even in mass production, the cost of a pure cotton T-shirt is 20-25 yuan. And fans also confirmed that "production costs will not be less than 20 yuan, if coupled with logistics, customer service, these 29 yuan is definitely not making money."

　　 Why can customers make the price so low?

As an "Internet fast fashion brand", the advantages of online outlets without physical stores are good for helping customers win the pricing opportunities. And fans related sources said, "do not see that online advertising is everywhere, but in fact many advertising agreements were signed before the financial tsunami, the price is not high, and most of the purchase is to be paid."

The head of every customer asked the team: "can the price continue downward?" the answer given by Xu Xiaohui, assistant president of VIC, is that the price of 29 yuan is already no longer low. Chen thought that if it could be set at 19 yuan, it would be more lethal.

According to the data released at the beginning of last month, all the VT designs were less than 500 kinds, roughly equal to UNIQLO, with 3 million breakthroughs in sales, and this year, all 120 designers jointly launched 1500 designs, and planned to achieve sales of three times by three times design, three times of creativity and unchanged 29 yuan price.

　 Fighting trend Chinese cartoon or Japanese style

UT of UNIQLO, VT of VT and MT of almost all target consumer groups targeting young people. How can we get the approval of the young people when we reach into the same pocket?

In March 31st, the United States, which had always invested in marketing and promotion, held a grand MTEE second season conference in Shanghai, and launched a high-profile concept of "I am a new national product". According to Metersbonwe chairman Zhou Chengjian's own interpretation, "new domestic products" means that the US state expects to create a Chinese creation outside China, "it is an upgrade, a change". "On the one hand, how to turn the international into ethnic groups, such as the cooperation between Metersbonwe and DreamWorks, and on the other hand, how to make the nation more internationalized, such as our cooperation with the film studio."

In addition to the cartoon characters from DreamWorks, Saint fighters, Transformers, helokitty, and tuskei have also become part of the concept of "new domestic products". It is worth mentioning that, following the "havoc of heaven", "Na Zha's making sea" and "black cat sergeant," this year, we can also see the "proud general", "mindless and unhappy", "shuck and Berta" and so on in the Metersbonwe store MTEE this year.

And the 1500 VT of this year has almost all the styles. It includes 13 major themes: city series, film series, gangster series, and 13 trends, including Chinese wind, Japanese and hand-painted.

UNIQLO in Japan has a significant difference in style. UNIQLO consciously introduced many unique cultural symbols, especially Japanese anime and other popular culture elements into the design of "UT". It includes one of the hottest teen comics in the world - Naruto series T-shirt. In addition, the classic Japanese anime of "new century evangelical warrior", "Gundam" and "dragon pearl Z" have been integrated into the UT design of this year by UNIQLO.

　　 Reporter's notes: three families in mind

There is a saying that the T-shirt originated from short sleeved clothes worn by docks in Maryland, USA in seventeenth Century. Nowadays, this year's labor uniform has been given the fashion significance, and has also become a sharp weapon for enterprise competition.

As a matter of fact, companies such as customers, United States and UNIQLO did not take profits as the primary purpose of this year's T-shirt war. It is clear that fans want to further accumulate popularity; and "new domestic products" is more of a carrier of the United States to avoid competition with YISHION, Semir and other enterprises homogenization and enhance brand value; for UNIQLO, UT is also an attempt to break through the traditional basic impression.

The battle for the T-shirt war is more than just "War Within Three Kingdoms". Semir has launched the "TEE" theme T-shirt on a small scale. The international fast fashion brands such as ZARA, H&M and C&A are almost unbreakable for the high-end consumers.