The Root Cause Of Han Style Clothing Is Ineffective In Brand Operation.

　　 Management The path is never clear in advance. In the uncertain era of our depth, the path can only be gradually expanded and presented in the process of traveling. In the era of consumers' dominant position, enterprises can only establish a sticky "relationship value" with consumers only by providing consumers with deep support.

There are two different ways of managing products and operating brands. If it's a product, at the moment consumers pay, businesses and their deals are over. If it is a brand, from the moment the consumer enters the shop, the salesperson should not only identify the personalized consumption demand, but also be good at explaining it, turning "demand" into a cut and wise proposal.

Why did Han style clothing decline? This is a topic of entanglement for many years. To this day, no real "root" has been found. When many entrepreneurs talk about this topic, most of them point to the government and think the government is right on clothing. industry Inadequate attention, insufficient support for them, inadequate guidance to enterprises, and lack of corresponding industrial planning.

But in the view of Mao Lihui, President of Wuhan fashion and Fashion Federation, industry development should first be the reason of the company itself, and the responsibility is too much to be attributed to the government. In fact, it is the ability of entrepreneurs to control the market.

A few months ago, the reporter interviewed Mao Lihui and asked him to talk about the historical roots of the rise and decline of Han style clothing from the perspective of the development history of Han style clothing.

Market demand is changing rapidly, and Han style clothing has not found new consumption excitement.

Mao Lihui thought that from the beginning, Han school Clothing does not touch the excitement of any group of people. In the 90s of last century, the rise of Han style clothing was not the result of the operation of the market. Instead, it adapted to the trend of women dressing from single to pluralistic.

Before that, female office workers were basically dressed in a pattern: a western style jacket and a suit of trousers. The beauty and gentleness of women were basically wrapped in this professional costume.

Recalling the history of Han style clothing, Mao Lihui seems to be back in the 80s of last century. He told reporters that although China carried out reform and opening up in 1978, the clothing produced by private enterprises in 1980s was difficult to enter into the state owned shopping malls.

In 1990s, with the acceleration of the marketization process, the urban residents who accepted the baptism of open consciousness were increasingly diversified in their dress appeal. In addition, the reform of state-owned shopping centers allowed private enterprises to enter and sell, and more than 1700 garment processing factories sprung up in Hubei.

Mao Lihui regrets that it is almost an era of "picking up money". Clothing companies only need to copy the styles of overseas or Shanghai and Hongkong, and then strengthen the relationship with the shopping malls, so that they can earn a lot of money. They simply do not need to design their own styles, strengthen management and marketing their products.

Because it is too easy to earn money, Han style clothing entrepreneurs are too lazy to learn. After making money, they did not want to strengthen design and innovation, promote the upgrading of the whole industrial structure and product structure, but instead invest money in hotels, bars, restaurants, taxi companies and real estate industries.

However, the market demand is changing rapidly, and you can only be marginalized if you can not keep up with it. When coastal enterprises begin to study consumer behavior and consumption trends, study the channel and terminal layout of products, and strengthen brand operation and marketing, Han style clothing enterprises still stay in the "copy" and "copy" stage.

Therefore, although the Han style clothing has been brilliant for a while, the habitual purchase of the original consumers can still maintain an objective sales volume, but the excitement of the new consumer groups can not be found, and the iceberg that the original brand cognition will melt sooner or later.

Clothing is a "fresh goods", channels and terminals can increase the brand's richness.

Since 1998, a large number of international brands and domestic brands have begun to engulf the local market, and the market share of Han style clothing has begun to decline. According to the statistics of the Wuhan Municipal Commercial Commission in 2000, the top ten women's clothing markets in Wuhan have been divided into five parts: Han, Shanghai, Beijing, Guangdong and Zhejiang.

Mao Lihui said that the loss of market share is actually a decline in the status of Han style clothing.

Because of the development of traffic and communication tools, the mobility of modern people has been greatly enhanced, and the synchronization of consumption between different regions has improved. A popular fashion just released in foreign countries or coastal areas can be seen in the Wuhan market in almost a week.

"Clothing is a kind of" fresh goods ". The clothing industry is a visual industry, and consumers have more personalized needs. Enterprises can no longer rely on one style to fight the world as they used to. Mao Lihui said, "this puts forward higher requirements for enterprises. Clothing enterprises must be able to grasp the customers' consumption characteristics and consumption trends, and then quickly fill the entire sales channels."

However, in the late 90s of last century, there were widespread overproduction in various industries in China. When the era of "channel is king" and "terminal was king", large shopping malls generally adopted the last elimination system. They often used the name of brand adjustment to retreat the brands that sell the top rank, causing the Han style clothing to be difficult to find in the shopping malls. Even if they can be seen, they are usually selected in the humble corners of the shopping mall.

Brand is set up in the market, there is no sales channel and retail terminal, not only the brand can not be established, the brand that has accumulated for many years will slowly be diluted. "Without brands, prices will not come up." Mao Lihui said, "in the face of accessories prices, labor costs and channel rents rose, the price can not be raised, dealers profit is thin, they are not willing to recommend. In order to stick to distributors, enterprises can only digest the cost of rising internally, which will lead to a decline in the profit margin of enterprises. Without enough profits, enterprises dare not go to exhibitions and dare not hire top designers, which further leads to degradation of brands and copying of styles. Industrial development is caught in a vicious circle.

When the brand operation is supplementing, the Han style clothing will be revived.

Mao Lihui introduced that the Han style clothing enterprises were too eager for quick success and instant benefits. They always wanted a top designer to rely on one or two styles and immediately increase sales. They do not want to be down-to-earth in making brands, unwilling to make costumes as a work of art, but regard clothes as a product, or even a profit carrier.

For brands and products, Mao Lihui has his own unique views. He believes that the product has its own use function, it has a life cycle, consumers are poor clothes, buy a dress. And the brand has an extension function, it represents a kind of identity, a taste, there is a story to tell.

There are two different ways of managing products and operating brands. If it's a product, at the moment consumers pay, businesses and their deals are over. If it is a brand, from the moment the consumer enters the shop, the salesperson should not only identify the personalized consumption demand, but also be good at explaining it, turning "demand" into a cut and wise proposal.

Mao Lihui believes that for consumers, buying brand buys is service; for manufacturing enterprises, brand is to be maintained for life. Brand is not persuasion, but slowly permeated, slowly explained, its function is in an undivided and unthinking way, in an instant burst out of the emotional and value shock.

In addition to conceptual cognition, the production mode of making products and making brands is also different. Mao Lihui emphasized that making products is based on their own elements, and making brands is the integration of all advanced elements in the market. Therefore, making brand must be open, open market and open factors.

In an open and internationalized environment, entrepreneurs need to improve their ability to control the market and elements. However, some Chinese clothing entrepreneurs have limited knowledge level, and are not very familiar with new styles, new fabrics, new management, marketing and brand operation.

Mao Lihui also stressed that there is no platform for exchange of information between Han style clothing enterprises and no organization for the government. Entrepreneurs' personal vision is limited after all. Communication can bring about collision and infection of ideas, broaden their horizons and enhance the ability of business enterprises. But let Mao Lihui regret that Wuhan lacks such an open platform, entrepreneurs do not buy each other, businesses dig each other.

At the end of the interview, Mao Lihui said meaningfully: "as long as the clothing entrepreneurs in Hubei make up the brand operation course, the Han style clothing will surely be revived."