Gold Nuggets In Apparel Market Segmentation

according to market The law of operation, when the supply of the whole market tends to saturated When it comes to winning, it is often segmenting the market. And the positioning of a clothing brand is often based on the basis of market segmentation. To divide the market into many different market segments, we need to carry out the clothing quality, service, price and image according to the consumption needs of the target customers. unique The design and combination of different products or services to meet different needs.

For example, Beijing qingqingge Clothing Co., Ltd. aims at subdividing the target market, making articles on specific consumer groups, and specializes in the fat beauty market. Beautiful The city's plentiful women, who are knowledgeable, tailored and quickly attracted a large number of fans.

The fashion maternity dress brand "October mommy" intercepted the market of "pregnant costumes", seized the characteristics of 70 and 80 after mothers to pursue fashion, accurately positioned them, designed travel alienation products, and established sufficient marketing points, launched corresponding marketing methods, and quickly seized a small number of high-end people, so as to maximize the benefits.

Founded in 1997, the Taiwan brand "Liu Jia village" focuses on a more subdivided market for pregnant women's underwear. It has become the first brand of pregnant women in Taiwan, and its product line is abundant. However, after entering the mainland market in 2005, Liu Jia village has been focusing on the field of maternity underwear. Because they see a huge gap in this market: other brands tend to pay more attention to the clothes worn by pregnant women, ignoring the inherent needs of pregnant women. Through a record analysis of the whole pregnancy process of a large number of pregnant women, Liu Jia village has made a map of the changes in the body shape of the whole pregnancy, and developed and manufactured a series of pregnant bran breastplates that can accommodate the whole pregnancy process of the pregnant women, including the later stages of lactation, based on these first-hand materials. This makes the Liu Jia Village rapid. Talent showing itself In the field of maternity underwear Take the first place at the triennial palace examination 。

From the perspective of the entire garment industry, apart from men's formal wear and women's shoes, which have already formed a fairly concentrated industry leader, sportswear, children's wear, fashion and leisure, business casual and women's wear, home clothes and other other subdivision areas have not yet formed a leading industry that can dominate the market. Even though some are leading domestic industry, there is still huge market integration space.

This business has selected several Nuggets market segments to illustrate how they can seize the niche market and open their own day.

　　 Nicole: stick to the brand operation of home furnishing clothes

At present, most domestic clothing enterprises choose wholesalers as brand agents through traditional circulation channels. But wholesalers are not suitable for brand management. They are keen on small profits but quick turnover. Brand management is aimed at improving profits and placing them in the second place. The traditional circulation mode and chain operation mode are quite different.

At the beginning of the establishment of Korea International Limited by Share Ltd in 1999, Chen Xiaoxuan established the development strategy of home clothes as the core product and adhered to the brand development path. The concept of home clothes is an imported product from the European and American markets. It is a new clothing category that has been subdivided from the pajamas industry in recent years.

"Choosing to enter the home furnishing industry is because China's home furnishing industry is still in its infancy, and the market potential is less than 10%. With the rapid development of China's economy and the improvement of people's consumption ability and consciousness, the huge market potential of household clothing has gradually emerged. Through the investigation, Chen Xiaoxuan was surprised to find that this is a bigger market than he imagined.

China's first textile network shows that at present, there are over 2000 enterprises engaged in home clothes production in China. China's annual consumption of home furnishings has exceeded 10 billion yuan, and its annual growth rate is over 30%, becoming the fastest growing variety in the apparel industry.

However, the Chinese household clothing market is still in the exploratory stage of "crossing the river by feeling the stones", and this industry is far from reaching the time of cake sharing.
"As a new industry, there are still many problems in the development of home furnishing, such as the concept of consumption needs to be upgraded, channels are not smooth, styles are identical, talent is scarce, and the disadvantages of price war brought by vicious competition of OEM enterprises are constantly emerging. The only way to solve these problems lies in strengthening brand strategy." Chen Xiaoxuan said.

Whether it is the senior family clothing industry Qiu Lu, Connie, or the new Katie group, Guangdong Nicole company and so on, people in the industry are well versed in the importance of brand operation.

"In the home furnishing industry, no matter how advanced the design techniques and techniques are, the competition can not be avoided unless the competitors follow suit, and the price war can not be avoided. If the enterprises want to be bigger and stronger, they will not be able to play science and technology cards." Chen Xiaoxuan said.

"The value of products ultimately needs to be improved and realized by brands. Only by interacting with consumers' internal demands and catching loyal consumers can we make them stronger and bigger." Chen Xiaoxuan said. In fact, as he expected, after many years of development of the home furnishing market, the brand war between enterprises has already begun quietly. Only when the brand develops, will the home clothes have strong vitality and greater development space.

In 1990s, because of the introduction of Korean dramas, the "Han culture" sprouted in China. People felt the dripping of Chinese traditional culture, such as filial piety, respect for the aged, kindness and etiquette, and so on. In pursuit of Korean fashion home fashion, Chen Xiaoxuan introduced the nikor brand from Korea and tasted the sweetness of brand operation in the rapid growth of the market.

After several years of exploration and precipitation, Guangdong Nicole has launched a new high-end home brand "Xin Jie Ni" this year. "Although the consumption concept of home furnishing clothes is relatively backward, with the improvement of living standards, a number of high-end consumers who aspire to taste life, pursue health and environmental protection have sprung up. Xin Jie Ni is aimed at this segment of high-end consumer groups. Chen Xiaoxuan said. {page_break}

Regarding the multi brand operation, Li Liang, chief executive officer of CAN Pioneer Advertising (Guangzhou) category strategy consulting center, pointed out that many examples of multi brand strategy of multinational companies in home furnishing industry are everywhere. Qiu Lu, Kang Ni Ya and Katie are all multi brand operations. But it needs to be reminded that the difference between brands can not just stay in the factory or stay in the font description, but should find the opportunity of brand positioning in the gap of competitors, leaving a clear distinction in the minds of consumers.

He pointed out that the multi brand strategy of home furnishing industry is complementary from the perspective of enterprises, but from a competitive point of view, it is "coincidence". Although it is also subdivided into different groups, there is a lack of real consumer mental cognition. In the early stage of development, enterprises should focus their resources on building a successful brand, and then consider launching second or third brands.

For Chen Xiaoxuan, the introduction of "Xin Jie Ni" brand is not only an extension of the market segmentation, not simply another brand, but a key step to standardize the company's management behavior and enhance the brand value of the company according to the requirements of the modern enterprise development brand.

In order to highlight the high-end image of Xin Jie Ni, Chen Xiaoxuan introduced the chain operation mode. He knows well that in the era of channel dominance, it is not enough to rely on the strength of the enterprise to make the market bigger and stronger. By joining the chain, the market can be opened quickly, so the enterprises need to maximize the support for the development of the channel business.

"We will set up a sales terminal for selling household clothing separately, and separate the household clothes from this kind of clothing and get rid of the shadow of home clothes, which is pajamas or accessories of underwear channels." Chen Xiaoxuan said.

It is reported that most domestic clothing enterprises choose wholesalers as brand agents through traditional circulation channels. But wholesalers are not suitable for brand management. They are keen on small profits but quick turnover. Brand management is aimed at improving profits and placing them in the second place. Therefore, when choosing partners, Chen Xiao can inspect whether the franchisees have the same idea with the enterprises. "Because the traditional circulation mode and the way of franchising are quite different from the way they operate."

However, the construction of an independent channel requires a wealth of product lines to support and design a pattern that is consistent with the growing demand of consumers. In design, they have reached strategic cooperation with well-known French design companies to guide the development of their products and develop exclusive product designs. They combine pajamas and formal clothes, combine the comfort of pajamas, and the fashion of formal dress, hoping to create "new clothes" without "pajamas exposed and without formal binding".

"Now the trend of home clothes is to follow the fashion line, and the comfortable fabric and the design elements of fashion clothes form different personality styles." Chen Xiaoxuan said.

　 October Mom: pregnant women locked in fashion

Summing up the development process of October Mammy, we found that even small market, because China has a large population base, it is also a "mass market", so that professionalism and differentiation will provide higher value and experience for the minority, and it can be stronger and bigger.

Zhao Pu's October October main focus is on maternity dress. He is much more excited about the market potential of the baby industry. According to relevant experts predict that in the next 5-10 years, 70 of those who are willing to spend money and pay attention to quality of life, and 80 after parents will support a market of 1 trillion yuan or so. After contacting more than 200 family investors, Zhao Pu received 60 million yuan investment in Sequoia Capital and baikah capital in July this year.

Li Zhiqi, chairman of Beijing's future marketing consultancy group, commented that the success of "October mommy" was that it only intercepted the market of "pregnant costumes". The precise market positioning made clear the target consumers, made clear the direction of product development, made clear the foothold of marketing, and quickly seized a small number of high-end people on the basis of precise positioning, so as to maximize the benefits.

When Zhao Pu entered the maternity dress industry in 1997, the maternity dress had not yet formed the market, and the related brands were few. He found that the market of maternity dress, which was monopolized by big brands abroad, was mostly in the domestic market, but the market profit was not high. Zhao Pu decided to launch the brand maternity dress.

"At that time, most of the Chinese maternity clothes were large and functional, with no bright spots on their appearance. 70, the new generation of young mothers after the 1980s, most of them are career women, who care about fashion and beauty. They not only want to give birth to a healthy baby, but also want to make themselves look more beautiful and attractive. After analyzing the market demand, Zhao Pu identified the location of "October mommy": integrating fashion into pregnant clothes and making fashion maternity wear. This practice quickly won the recognition of many expectant mothers.

Product design is the first step to create fashionable maternity dress. In order to bring forth new ideas and overturn the traditional concept of maternity dress, Zhao Pu hired a designer from Taiwan to form a design team. We should change the conservative and obsolete traditional dress, and add bold colors, such as bright colors, red, yellow and green colors.

In addition to making clear the difference in product design with similar products, she also developed some functional clothing. For example, breast-feeding clothes can make Mommy take care of breastmilk at any time, and the party dress can meet the needs of modern pregnant women in social life.

In order to highlight that she is a high-end fashion maternity dress, she adopted two forms: the special store and the exclusive store in the large store. Meanwhile, October mom also set up its own stores and flagship stores in many places.

According to Zhao Pu, previously due to the underdevelopment of the gestation industry, the maternity dress was sold in the baby products area. The dealer of maternity clothes is actually a distributor of baby products. Many expectant mothers do not know where to buy maternity clothes. When the baby is born, they see beautiful maternity wear, but it is too late. For pregnant women, such marketing terminals are of little significance.

While other pregnant women enterprises have been trying to make rapid enclosures, October 10 has announced that they only sign 1/3 dealers, and 2/3 has signed a half year sign. It aims to improve the overall image of the unsigned dealers by deciding whether they should continue to sign the new product sales by changing the "performance" of the sales terminal image.

At present, there are 200 direct stores and 300 franchised stores in the country, with a flat effect of 200 thousand yuan per square meter, which is much higher than that of ordinary women's clothing stores.

In order to better comply with the consumption habits of the 80's prospective mothers, October Mommy also made an attempt to sell online, and worked with Taobao to become a brand shop on Taobao. At present, e-commerce has become an important sales channel for October Mommy. According to Zhao Pu, the online shopping mall has achieved sales of 50 million yuan since its launch in October last year, contributing 8% to the total sales volume. In the coming October, Mommy will continue to strengthen the promotion of e-commerce.

Zhao Pu revealed that sales in October 2010 amounted to 260 million yuan, which is expected to reach 600 million yuan by the end of this year.

But after all, maternity dress is a narrow market. How to make October Mommy become a well-known brand, Zhao Pu chose a high-profile marketing. He found Taiwan star little s to endorse, passing her to the 80's prospective mother to pass the concept of "fashionable spicy Mom". Xiao Shi's beautiful and sexy spicy mother image has become the benchmark for many expectant mothers.

"Customers need to have a considerable awareness and trust in the brand before they buy it. To make this unremarkable pregnancy fit after being injected into the fashion concept, it is necessary to guide and cultivate consumers' understanding of maternity dress." Zhao Pu said. {page_break}

And through the experience experience of the exclusive store, the publication of "open up! October mommy's arrival!" and "October Mommy happiness strategy" and other books, combined with the brand to bring together the fashionable topics of pregnant women's diet, dressing, mood, constellation baby, blood type baby and so on, and with Hua Yihe's video and pregnancy related TV series to brand implantation, expand in the new media and so on, October Ma realized the interaction between the brand and the user.

Li Zhiqi said that the bottleneck of October's operation still comes from its precise positioning. After all, the market capacity of the high-end market is limited objectively. Therefore, we must quickly rely on the brand influence that has been developed in the "pregnant women", diversify and diversify the products, further expand the market capacity and scale, in order to gain more lasting profitability.

　　 Bono Tailor:

Creating soft business cards for small and medium enterprises

Ma Xiaoqing said that the reason why Bono Tailor can take a firm foothold in the market competition of small and medium enterprises group buying is mainly due to the differentiation strategy adopted by the brand in many aspects such as positioning, design, technology, service and so on.

Bono Tailor, a fashionable clothing brand under the news bird group, is targeting the small group business group customization market. Their goal is to provide one to one volume customization service for business groups and elites with personalized fashion dress requirements. At present, the real estate industry, small and medium-sized financial institutions, government and public institutions, small and medium-sized enterprises, and so on are the targets of their services.

According to insiders, the market demand of Chinese professional wear is nearly 100 billion yuan annually, of which the market size of SMEs is up to ten billion yuan. With the improvement of the degree of attention of the enterprises, the market demand is also expanding rapidly. Correspondingly, there are as many as 2.5 Chinese professional wear production enterprises and have initially formed industrial clusters.

In Bono Tailor, Ma Xiaoqing, director of small and medium-sized customer service, it seems that in many VI elements, the employee uniform system is a "soft card" of the corporate image. It can not only enhance the overall impression of the public, but also consolidate the morale within the enterprise and enhance the loyalty of the employees. Small and medium-sized enterprises also need to customize such soft business cards.

How can Bono Tailor make a clear division and market mining of the SME market? Ma Xiaoqing, director of brand operation of Bono Tailor, pointed out in the media interview that there are many differences between the group buying business of small and medium-sized enterprises and large enterprises, because the customers are different, and there are great differences in products, promotion, channels and business models. For example, the needs of customers are more diversified and dispersed; the design needs to be more fashionable and personalized; the marketing network is concentrated in the first tier cities and provincial capital cities; the business mode is mainly through telemarketing and door-to-door introduction; the background response speed is faster.

Ma Xiaoqing said that the reason why Bono Tailor can take a firm foothold in the market competition of small and medium enterprises group buying is mainly due to the differentiation strategy adopted by the brand in many aspects such as positioning, design, technology, service and so on.

The domestic professional wear market has been in a relatively extensive stage of development. Enterprises are numerous, and the market volume is not small, but there are not many enterprises that can make their own brands. The phenomenon of homogenization competition in the industry is serious. Enterprises are keen to price price ratio relationship, thus ignoring the upgrading of the product itself, and gradually formed the phenomenon of "one thousand sides" homogenization. The consequence is that the brand is hard to find and the added value of products can not be improved.

According to the introduction, Bono Tailor has a R & D team composed of over 200 senior technicians and designers, constantly innovating from the aspects of fashion design, fabric research and development, and accessories matching. They travel to fashionable cities like Paris, Milan, Tokyo, Seoul and Shanghai every day, where they constantly catch the latest popular elements and transmit the first-hand information to Shanghai headquarters at the fastest speed. The headquarters design center will quickly analyze the information and categorization design of various products. To design fashionable, simple and personalized fashion suits for customers.

Relying on the strong production line and original strength of the news bird group, they mainly sell in various channels.

First of all, through professional clothing group buying direct sales, the first to enter the SME clothing business group buying market. At present, there are nearly 100 professional clothing and customized service organizations in the country. The scope of clients has covered various fields such as government, finance, education and so on.

Followed by the community's advanced customization service, a number of CBD building custom entity stores have been set up throughout the country to provide one to one door-to-door volume customization service.

In addition, the Internet direct selling route is also adopted through e-commerce. They hope to target the fashionable men who are 25 years old and -45 years old, and guide them to use the ebono network platform as their men's dress Handbook.