How To Break Through The Encirclement Of International Leisure Brands In China

Casual wear looks simple, but it includes

I interviewed Chinese famous clothes.

First, we should cater to the current situation and pay attention to consumption segmentation.

Competition upgrading and consumer segmentation bring about the upgrading of clothing categories. We see that children's clothing has been gradually broken down into children, children's clothing, youth clothing and so on, which can meet the clothing needs of children of different ages.

At the same time, clothing brands that are serving an age group are taking a series of development paths, such as workplace series, gathering series, leisure series, home series, etc.

Similarly, casual clothing is also compatible with the trend of fashion nowadays, showing diversified development trend, fission into personality leisure, fashion leisure and sports leisure.

In combination with the needs of the new generation, we have subdivided the young, middle and old clothes, and the styles, fabrics and colors are more colorful, especially in the development of accessories.

The two is to form its own characteristics.

Ultimately, the brand's market position is determined by the brand's own character rather than the insignificant difference between the products.

Take the Chinese casual wear brand as an example, our leisure wear still stays in imitation stage or simply copies the style that the foreign sells well. The design idea is relatively narrow, the image of each brand is identical, the differentiation is not obvious, the brand style is not obvious, and it can not be designed according to the consumption demand, and has not yet been well integrated with the market.

Secondly, improve fabric development and pay attention to details.

Take T-shirts, for example, because the styles of T-shirts are less varied.

At present, the output of T-shirts in our country has been very impressive. If we can catch up with foreign countries in fabric, and our processing level and product quality have shortened the distance, this will pave the way for Chinese T-shirts to occupy the international market.

In addition, the foreign leisure brands are very particular about the version, and they feel very comfortable wearing because their tailoring is based on the human body structure.

However, the casual wear in our country is generally not paid enough attention to. For example, the temperature of the steam, the shrinkage of the cloth, the distance between the stitches, the length of the stitches, the thickness of the thread, the size of the stitches and so on.

Finally, we need to speed up the renewal.

Some old foreign casual wear such as ONLY, there will be at least 20 kinds of new listings in a week, and at the same time, more than 20 old styles will be eliminated.

And domestic brands are generally seasonal adjustments, it is difficult to keep up with the update speed of international brand products.

Three is to strengthen channel construction.

The product is good, the system construction is not in place, it is still difficult to continue, the same reason, the product has no characteristics, the system construction is too rigid to be useless.

In the case of product research and development, in order to steadily expand market share, the development of systematization, vertical, scale and profitability is the general trend.

In reference to brand share, we all like to say "we need to enhance brand loyalty".

Zhu Wenxin suggested that before thinking about this problem, we should first solve how to make customers fall in love with us.

Strategy can only solve one time, and brand building is the main reason for customers to accept the development of brand and terminal.

Today, China's leisure clothing industry has begun to pfer from "quantity consumption" to "brand consumption", and product consumption and brand consumption have developed into the era of quality, humanization and high price value consumption.

At present, the domestic casual wear market is far from being saturated. This "unsaturation" is based on product development, channel cultivation, systematic construction and profitability of casual wear. Therefore, the 700 billion market is promising.