Five Misunderstandings In Brand Marketing Of Local Women'S Clothing

Chinese clothing

The market for fashion women's wear, children's wear and pajamas is relatively immature, and strong leading brands are still scarce.

The following is the domestic women's clothing brand marketing in the misunderstanding of some of their own views.

In the past few years, the "fake Da Vinci" of the furniture industry, the "fake thousand noodles" of the catering industry has been exposed by the major media. However, the prevalence of the fake foreign devil in the women's clothing industry is also an indisputable fact.

In modern China, it has been only a few decades since the close door to reform and opening up. The mentality of Chinese fans has made many local industries "fake foreign devil" brand. It seems that a foreign brand has become a foreign brand.

However, with the growing maturity of the consumer market and the growing rationality of consumer psychology, it is not likely that such a Chinese person can play the role of spreading the effect of foreign names.

On the contrary, those companies with solid foundation and strong adheres to the idea of spreading local brands have taken a firm foothold, such as "seven wolves", "red beans", "Lining" and "Shan Shan".

Two. Positioning "fashion" is equal to no positioning

To see the positioning of many women's clothing brands, we must talk about fashion. We must know that the essence of clothing culture is fashion. Clothing is a special commodity. Without fashion and brand, it is worthless.

Today, the material function of clothing as a shelter is already giving way to the spiritual functions of fashion, popularity, individuality and leisure.

The simple positioning of a business operator is not positioning.

Women's clothing is fashionable. It means that people have to eat, sleep and shit as usual.

If you say something unpleasant, it is called "reasonable nonsense".

Three. Weak sense of brand strategy

The local women's clothing brand is usually lack of professionalism and systematization in the early stage planning and positioning of brand promotion. Brand positioning is an important part of brand strategy, and many local women's brands are too casual and sloppy in this regard. They do not attach importance to brand positioning and refining the core concept of the brand. They do not attach importance to the planning and preparation of brand strategy. The emphasis of marketing work is on the tactics of customer development, channel construction, organization ordering, etc., too eager for quick success and instant benefit and paying close attention to immediate interests, leading to their brand positioning and the brand positioning of the so-called top brands in the industry are identical, and the communication methods are similar.

The same style of "elegant fashion", "self-confidence and leisure", "graceful and generous"...

Such brand positioning initially put itself in a "Red Sea", which has laid a hidden danger for the future promotion of the brand.

Four. Stereotyped brand image

The brand of local women's clothing is blurred because it does not attach importance to brand strategy.

Italian style, French style, British fashion, hit and go on the "three axes", after the end of the cut did not recruit.

Chinese civilization has a history of 5000 years. As long as it is rooted in the long history of Chinese culture, it can naturally create fashionable clothing that is leading the trend.

Five. Brand communication can not interpret brand concept.

One of the common mistakes of local women's clothing brands in brand promotion is that they can not interpret and deduce the core concept of brand in the process of promotion and promotion of activities so that brand positioning becomes a display.

For example, some women's brand positioning is "luxurious and noble", the initial retail price of not less than 3000 yuan, but in the holiday sales promotion and off-season sales, sometimes the price dropped to 300 yuan, so luxurious and noble, who would like to experience.

Consumers who bought the brand were hoddled, and the wholesalers who just bought it thought they were dealing with cheap stock products.

The positioning of the Rolls-Royce brand is honorable and luxurious. Of course, the selling price is very high. If Rolls-Royce sells the price of Santana, who is willing to feel "honorable and luxurious"?

With the maturity of domestic consumers' consumption concept and the continuous expansion of the domestic market, the world women's wear brand has also entered China, and the domestic market has increasingly become an important part of the world's women's clothing.

Foreign women's clothing brands have entered the first tier cities or specialized stores or counters in China.

Although it has fewer channels and higher price positioning, its impact on the high-end market of women's clothing and the fashion trend of women's clothing in China are huge, basically accounting for the high-end market.

At the same time, in order to expand the mainland market and take up the high-end women's clothing market, foreign brands are moving faster and faster with the domestic brands, and the market competition is becoming more and more intense.

The market will not believe in tears, and sincerely hope that the local women's wear brands can also produce several "seven wolves", "seven cards", "Lining" and "Shan Shan" and so on, so as to revitalize the national brand.