Implementation Of Penetration Strategy In Garment Enterprises: First Look At The Core And Then Look At External Factors.

The implementation of penetration strategy in garment enterprises has its internal and external reasons.

Look at the kernel first.

We know that any

They all have their lifecycle, and they may die young if they haven't been listed.

But the cruelty is that what seems to be boundless today may theoretically withdraw from the stage of commercial history. Even more powerful clothing and technology may suddenly become a bubble, such as Kodak's clothing brand and its film technology.

For a garment enterprise, how to effectively extend the life of a garment and make the most of its value is a problem that must be faced in the stage of a garment still surviving.

When a clothing market is in its infancy, the pioneering strategy of clothing market development strategy and diversified development strategy helps to occupy the space and quickly form the advantage of scale.

And when a garment market is in a mature stage, the clothing market capacity may tend to be saturated. When the competition between the garment market may be in balance, the leading clothing brand can try to make the battlefield a fine and penetrating fashion market penetration strategy.

The implementation of the apparel market penetration strategy can still further increase the sales of clothing, and it can still consolidate its position in the apparel market, and more importantly, it can greatly extend the life cycle of clothing.

In a clothing market that enters the stage of clothing brand competition, we still have many ways to infiltrate, such as reasonably increasing the functional characteristics of clothing, increasing the frequency of using situations, increasing the average usage, and, of course, more importantly, finding and attracting potential customers, not only in the existing target.

In the market, it is more in the blank area.

Look at external causes again

The external cause is very simple. It can be summed up in just one sentence: China is too big!

In China, a large country with 1 billion 300 million people and almost every daily consumer goods has more than 10 billion garment market capacity, the clothing marketing channel is complicated to the extreme.

There are significant differences in the characteristics of China's marketing clothing marketing channels. In the northern Guangzhou and Shenzhen first tier cities, the modern clothing marketing channels represented by the hypermarkets have become the leading clothing marketing channels in the clothing market. However, in the four and six tier cities and the vast central and western parts of the country, there is a very wide array of clothing retailing systems, and the pattern of spouses and cooperatives is still strong.

Cities from three to five occupy 65% of the share of fast moving products.

although

The process of urbanization is accelerating, but the population of villages and towns still occupies an absolute majority. In other words, the share of township clothing market also occupies the overwhelming majority.

China's apparel marketing channels are changing very rapidly, and new forms of clothing marketing channels are emerging.

Of course, this is also the loveliness of China's clothing market. Asymmetries are not only private enterprises and international clothing brands, but also the asymmetry of the information and layout of clothing marketing channels has created opportunities everywhere. Too many small garment enterprises have made use of their time and space to achieve their own stage tactical brilliance. When the real strategic clothing enterprises begin to exert strength, these so-called "small distributors" and "small terminals" in the big clothing market have naturally become the frontline of competition.

However, Chinese consumers are more inclined to buy clothing and clothing brands that can give them a sense of security, which is still a good news for international clothing brands.