Domestic Business Casual Wear Market Homogenization Serious

< p > according to rough statistics, there are about more than 300 brands in China taking the road of high-end a href= "http://www.91se91.com/news/index_s.asp" and "leisure /a" development. All the men's clothing clusters and famous enterprises are trying to get a share in the business and leisure war, and some small and medium-sized enterprises are also forging ahead into the business and leisure industry. The men's wear market is extremely crowded and the competition is particularly fierce.

For example, CCTV has become a smoky place for casual men's wear. Business casual advertisements have come on stream, and various advertising slogans have emerged one after another. For a while, not only consumers are confused about business and leisure, but also many people in the industry lament that men's business and leisure times are irresistible.

And the shopping malls have become the first battleground of men's clothing war. Looking around the men's clothing area of Beijing's large department stores, there are about more than 40 men's wear brands on each floor, while 90% are in business and leisure.

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Since P began in 2005, the industry forum focusing on < a href= "http://www.91se91.com/news/index_f.asp" > men's wear > /a has appeared. Many industry experts have pointed out that "men's clothing is the most serious area of homogenization in textile and garment industry".

Indeed, it is business and leisure that lead to the intensification of brand homogenization competition.

Most of the business casual men's clothing business's common fault lies in the pattern of propaganda and manufacturing effect, playing the banner of leisure, but it does not see its real efforts in product development and catering to the needs of consumers. The same jacket and water washing trousers seem to be a synonym for business and leisure. This will inevitably lead to a new round of aesthetic fatigue for consumers. What is the meaning of business and leisure? Where will the men's clothing industry go? < /p >

< p > under the premise of social and economic development and relatively mature market, simple product positioning and product structure are difficult to occupy the market. Diversified consumption concepts and business models require us to do in-depth research on consumer demand. When domestic clothing consumption demands are diversified, our market positioning should be meticulous and accurate. Our brand should make style, which is the most effective way to avoid homogeneous competition.

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Less than P, the so-called positioning is actually the demand orientation of products and the orientation of consumer demand.

According to the marketing theory of marketing master Philip Kotler (PhilipKotler), positioning is the behavior of designing products and images of the company, so that the target market can know the position of the company relative to its competitors and make it occupy a unique and valuable position in the hearts of the target consumers.

Therefore, the process of positioning is the process of subdividing the consumer market and occupying a specific market that belongs to its own brand and style. Once occupying it, it is difficult to be invaded by other competitors.

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< p >, however, it is not easy to scientifically locate and develop a href= "http://www.91se91.com/news/index_cj.asp" > brand style < /a >. We should follow certain principles and basis.

First of all, we should start with business and focus on the categories of business environment, occupational nature and income level. We should focus on the classification and location of business people (such as salesmen, white-collar, middle level, senior management).

Then, according to the characteristics of the work, income and consumption of the consumer groups, the brand style is targeted, and the product is < /p >.