2011 Summer T-Shirt War &Nbsp; Price Competition And Marketing.

Whether it is the price of fan Kai pin or the comic style of the Japanese, or whether it can recall the new products from the 1980s and the post-90s, it will depend on the different consumers' appeals that their brands cater to.

Killing price

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. "There's a lot of advertising on the Internet, but in fact, many of the advertising agreements are signed before the financial tsunami, and the prices are not high, and most of them are paid for."

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.

This year, the 120 designers jointly launched 1500 patterns and planned to achieve three times sales with three times of design, three times of creativity and constant 29 yuan price. Obviously, in terms of the comprehensive cost performance of price and design elements, VT is slightly better.

Bucket tidal current

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 if we extend our hands 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 United States expects to create a Chinese creation beyond manufacturing in China. "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 see "proud general", "mindless and unhappy", "shuck and Berta" and so on in the Metersbonwe store MTEE.

Spell marketing

In this summer fashion war, catching the consumption psychology of target consumers has become the main entry point of brand marketing. 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 the "Naruto" series T-shirt, one of the hottest teen cartoons in the world. 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.

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, C&A and other high-end consumer groups are almost unbreakable.