Clothing Single Product Brand Product Line

Nowadays, the market has entered another hot stage of children's clothing. Many of the original single item garments enter. Children's wear Field.

At the beginning, when the clothing production and brand building were carried out, the market was far less competitive than today. And today, the market is becoming more mature, and consumer demand is becoming more diversified, discrete and differentiated. Clothing items are becoming more and more difficult to adapt to changes in the market and consumers. In recent years, garment growth has slowed down and real retail prices have dropped. The competition pattern in the post financial crisis era has become more severe. The competition pressure on clothing items is increasing.

With the constant maturity of the domestic clothing brand management, the clothing items of the single product brand have inevitably become a category of the brand merchandise combinations of men's clothing, women's wear, casual wear and children's clothing, and with the strong design and development power of these garment brands, and the deep understanding of the time and target market, the category of products developed is more than that. Clothing item Brand goods are more fashionable and more suitable for consumers' needs. For example, down garments, cashmere sweaters, cardigan and leather clothing have an obvious limitation, such as strong seasonality, short sales and consumption time. This is undoubtedly a hard nut to crack for most domestic markets with different seasons.

How can we successfully cross the border? This has become every cross-border issue. Business enterprise Questions that must be answered. Next, please dress brand marketing expert Jiang Shi Qiao to analyze the truth.

Brand differences after cross-border

Most clothing companies or brands create more thinking about what clothes I can produce rather than what clothes the customers need. So the research on terminal market and consumer demand is not as professional and profound as the general clothing brand. Moreover, because of the narrow product line, the appeal of brand appeal is limited. Most of the clothing brands only give consumers the impression of "down jacket", "cashmere sweater / sweater" and "leather clothing", and can not speak of distinctive brand personality and merchandise USP. The brand building of clothing brand is mostly on products, and many enterprises spend little on brand promotion.

Men's wear, women's wear, casual wear or children's wear brand is stress on business tenacity, while clothing brand relies on sales explosive force. Single product operation depends on the weather, such as down clothing, if the temperature drops suddenly, especially in the northern market, all brands sell the full hall, only hate the order is too cautious, too little stocking, and once encountered the warm winter, it is no doubt a nightmare for the down jacket.

Because of the seasonality of single products, most single product enterprises will choose general agents or wholesale customers. In the same way, seasonal business is not worth any channel loyalty. Most distributors of single brand seldom take into account the terminal. The terminal impact of the brand is difficult to sustain. Terminal marketing, terminal operation quality, terminal profitability and terminal word of mouth are far from being addressed.

Although the single product brand is used for off-season sales in the off-season, the characteristics of seasonal clothing still make many enterprises neglect team building, neglect process construction, neglect brand building and neglect internal efforts. Therefore, the brand operation and management of many clothing companies are just like "ice and fire".

For clothing enterprises, because of its seasonal constraints, many brands of clothing brand image is not distinct, products are very similar, channels or customers are unstable, channel management and internal operation confusion, frequent flow of personnel, uneven team quality. Many enterprises have taken some detours in the process of transformation and upgrading.

Moreover, for famous enterprises, experience can sometimes become an obstacle to decision-making and operation. Experience sometimes numbness the sensitivity of policy makers and organizers to new areas, so that people can adapt to the new changes in the market according to the old routine.

At the other extreme, some enterprises believe that brand management is actually playing the concept and making gimmicks, so the transformation and upgrading of enterprises will lead to the wrong way of "brand hollowing".

Single product brand transformation and upgrading, marketing mode choice

With the change of domestic clothing market environment and consumption demand, the channel strategy of clothing brand is transforming to "winning the terminal". Therefore, terminal marketing, terminal operation quality and profitability are more important than ever. The wholesale or agent channels that the single brand has always admired not only can not meet the marketing needs of the general clothing brands, but more importantly, there is a great difference between terminal marketing and network sales. Correct understanding and understanding of these differences is the basis of the marketing model that clothing companies choose to match. After identifying the brand strategy and choosing the marketing mode that matches it, the brand should also match its organizational structure, operation system and support system. {page_break}

When the domestic clothing market is relatively mature, consumers are becoming more rational, and domestic clothing brand management is becoming more mature, enterprises should formulate appropriate business objectives, set objective investment return psychological expectations, and grasp the pace and pace of brand management development. Expansion is too fast, there will be no support system to catch up with the problem, there is a risk of "rollover"; too cautious development too slow, will miss the opportunity, abandoned by the market.

There is another problem. In the process of brand management, even from the very beginning, brands will encounter various problems, especially the transformation and upgrading of clothing items, and will also encounter conflicts between new business and old businesses, new teams and old teams, new business needs and old habits of enterprises. The decision-makers and organizers should not only strive to balance, but more importantly, they will not be relaxed, slack, and stick to the goal in order to achieve new success.

Then the operation and organization. The new requirements of clothing brand management are: operation flow, quick reaction advantage, specialization of manpower and team spirit. With fast fashion brands entering the domestic market, the rapid response mechanism has attracted the attention and discussion of the domestic garment industry with its irresistible trend. Rapid R & D capability, information processing capability, supply chain and strong terminal marketing capabilities come from scientific operation process, coordinated teamwork and professional human resource management.