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Min Faction Shoes And Clothing Re Positioning Brand &Nbsp; Achieve The Breakthrough Of The Whole Army.

2011/10/25 17:09:00 23

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Min Faction Shoes And Clothing Positioning Brand Breakout

Since 2011, the whole

Retail

All of them are very weak, and stocks are also facing a huge crisis since 2008. The situation is even more severe than the global financial crisis in 2008. So many sports shoes and clothing brands in Jinjiang are looking for a way out.

In such a big environment, reporters on last Saturday's "Quanzhou growing shoes and clothing brand Breakthrough Road expert forum", on how to re brand positioning of SMEs and other issues on Trout (China) Company analyst Xu Lianzheng interviewed.

In view of the weak retail business and the pressure of inventory pressure this year, Xu explained that the external environment is a big change.

strategy

Positioning is the brand is not competitive, or today it has not accumulated this competitiveness.

With the deterioration of the external environment and the sudden increase in competition, and the brand is not strong, customers do not choose, but this phenomenon of not being chosen suddenly magnified.

In fact, inventory is cost and can not be digested. Now many shoes and clothes are discounted wildly.

ADI, Nike may occasionally play a eight or nine discount, customers are crazy to buy, and those who do not have a brand or a relatively weak brand, even playing eighty percent off, seventy percent off, no one to buy.

Customers can not buy Shoes 8 shoes at once. When ADI and Nike can choose, others will not consider it. This is the essence of the problem.

Throughout the previous period, the whole movement of the Fujian plate, footwear and clothing, followed the pattern of replication. For example, ADI and Nike succeeded, then the brands of Anta and XTEP surged forward. Because the demand of the Chinese market was very large, so in the early stagger of the market channel, when you were in a second line, I was in the two or three line or even the three or four line city, your price was higher, then I staggered the price, using the product price line dislocation and the channel distinction, also can live very well.

But with the maturity and experience of ADI and Nike in the Chinese market, they will now take the lead.

channel

The downward extension will also introduce low-end products to meet the different demands of Chinese customers on the price grade.

At this time, such as Lining, Kappa, Anta, 361 degrees, the positioning of itself does not distinguish from the Nike and Nike, their products and Adi, Nike put together, there is no doubt that customers will choose ADI and Nike, because in the minds of customers, ADI and Nike are particularly strong.

Transformation positioning is a huge shuffle, some sports brands do not exercise, instead of leisure men's clothing, Xu honest government for this phenomenon, indicating that the environmental changes are very large now, raw material costs, labor costs, production and processing costs have increased many times compared with the previous.

The cost of the channel is much less to say. The original ten thousand or twenty thousand can open a small one.

Shoe store

Couture

Now, ten times and twenty times are not enough. Use 100 thousand yuan and 200 thousand yuan to open a clothing store. Maybe even the decoration fees are not enough, even a month's rent can not afford.

There are various signs that the business competition threshold of shoes and clothing has been dramatically improved. However, our enterprises have always been in the replication mode until today. Today is nothing more than a concentrated period, so everyone will be in a panic, so many companies simply turn off their businesses to do other things, for example, enter other industries such as men's clothing industry. However, the competition in other industries is not smaller than that in shoes and clothing, and some even surpass. In my view, it is not a good thing to rush into other fields in such a situation.

strategy

。

A better way is to carefully study the industry in which there is still no chance.

Trout, a position theory proponent, has always emphasized that positioning is a favorable position in the minds of customers. Many entrepreneurs do not understand that competition is in the minds of customers, not in products and market channels.

Therefore, enterprises should first consider which field can focus on their own advantages. This advantage is not enough from products and channels. What is more important is to see from the customers' brains, whether he has the advantage in choosing me or my cognition.

If the brand has the opportunity to establish new advantages, if so, I will stay here, if not, continue to focus on the business and reduce it to the market that neither the eldest brother nor the second child is concerned about, or even focus on a very narrow crowd.