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Han Style Clothing Brand Positioning Accurately Lock Customer Base

2013/4/26 19:10:00 22

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a few days ago, it was reported that "Jiangcheng" a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > brand was forced to take the road to Britain. It tells that Wuhan's original clothing brand "Tangcheng" was forced to move out because of the "Han faction" label.

From this case, the Han faction "a target=" _blank "href=" http://www.91se91.com/ > dress "/a" and "go Han" phenomenon quickly aroused strong reaction inside and outside the industry.

then, the reporter went north to Zhengzhou, went down to Guangzhou and Shenzhen, and visited the Jiangsu and Zhejiang provinces in the East. He continuously launched 10 series of reports on "Han style clothing brand moving out", paying full attention to the patterns and characteristics of Han style clothing.

In the new period of development, how can the Han school inherit and carry forward, and how to abandon and absorb the media? As the watchers and watchers of the society, P has the responsibility to visit the development of this industry.

In April 24th, this newspaper jointly with the MBA School of Zhongnan University of Economics and Law jointly organized the "Han style clothing brand path" forum.

15 guests from different fields, such as garment enterprises, associations, chambers of Commerce and universities, speak freely and talk about a lot of ideas and opinions. There are collisions, anxieties, and more rational voices.

today, this newspaper will deliver the speeches on the forum in an original and original way, hoping to expand the thinking of the head of the Han style dress enterprises through the forum, promote the innovation of the Han style dress in competition, change in the innovation, tend to be excellent, and then strong.

precise positioning, locking customer group /p >

Huang Bingling, chairman of Ou Xun dress.

clothing, food and shelter, clothing is the first place.

How do we do that? What kind of mentality should we do? In the new market environment, the diversification of products and consumption will lead to a shorter market shuffling cycle and a breakthrough in the clothing market. What do the traditional costumes think? Where are we going? How should we go?

I often wonder if 5 years or 10 years later, where are our traditional costumes? Are they being eliminated by the market or leading the market trend? Where are our channels? How do we operate? Where are the terminals? How should we lay them?

in today's market-oriented development, the brand operation of garment enterprises should also be standardized.

The more sophisticated the brand operation, the more precise the customer base is, and the more thorough the market can be.

In doing so, the market space is bigger.

We all lock in the high-end crowd and locate the high-end market. What does the general population wear?

clothing is a soul. Therefore, in today's "get the end of the world" today, as a direct shopping guide, we should learn aesthetics and sell the flexibility and brand connotation of < a target= "_blank" href= "http://www.91se91.com/" > "clothes /a" to customers.

choose a good business mode and rise again

Liu Shuren, chairman of Wuhan clothing trade association, and chairman of Yuan Tian dress, "/p".

in my opinion, every Han clothing enterprise has its own position, but the current problems also appear in the positioning.

in the same year, the Han school played a very important role.

In those days, "four famous denier" led the Han faction to be coquettish, and a group of Han faction enterprises succeeded in entering the market by learning from their experience.

However, in the process of changing the market from "products to the world to the brand," the Han school, which attacked single products and started wholesale, did not change very well, which led to the lack of benchmarking.

the short board of the current Han faction lies in three aspects: weak commercialization, great dependence on dealers and weak terminal control.

Therefore, without the specialization of channels and the fine operation of brands, it is difficult to achieve the high-end positioning requirements.

the rise of the Han school must first choose a business model that suits itself, instead of blindly pursuing the big and the whole. Instead, it should give full play to its respective advantages, identify the orientation, make clear the direction and form a resultant force.

Therefore, the Han school should re recognize and position itself, carry out the fine operation of the brand, and inject more modern elements into the brand.

Han clothing label should be clear .

Senior Manager of Cat brand, pan man

I think the concept of "Han style clothing" needs to be repositioned. In contrast, the formulation of "Han made clothing" seems to be more accurate.

In fact, every Han made clothing brand has its own characteristics. If the brand itself can be stronger and bigger, the place of origin will not affect the actual value of the product.

from the perspective of the overall development of the industry, if we want to have a long-term development of Han made garments, we must first have a clear positioning. In brief, what is the "label" of Han made garments? The industrialization characteristics of Han made garments, the advantages of Wuhan in the domestic market, and the advantages in the sales channels.

How to integrate these characteristics and form a label with distinctive characteristics is very important for the future development of Chinese clothing.

"P >" cat "brand promotion, my experience is: the clothing industry is already a fashion oriented industry, if a brand image can not be visually recognized by consumers, its brand influence will be greatly reduced.

the central garment enterprises are approaching the development signal

Zhang Jianhong, chairman of Wuhan Honghu fur Manufacture Co., Ltd.

I think the spring of Wuhan's clothing industry has arrived.

Judging from the current situation, before the Wuhan is the master of the printed version of Qiao, is now clothing "a target=" _blank "href=" http://www.91se91.com/ "designer" /a "popular, which shows that Wuhan clothing enterprises increasingly pay attention to the design.

I think that the geographical location of Wuhan determines that clothing can be run in multi brand mode, with companies specializing in designing and companies specializing in processing.

The current situation of Wuhan clothing is that some people make brand names, attach importance to clothing design, and part of them are brands extending from Hanzheng Street.

in fact, the garment enterprises in Wuhan are very late in pformation. In 1996, thinking gradually opened up, and more designers went to Shenzhen and Shanghai.

and now, with the increase of labor costs and living costs, Shenzhen has no advantage. Wuhan has a very strong production base, so many enterprises turn to Wuhan to do processing. This is also a signal for the development of central garment enterprises.

maintain vitality according to market changes

Zhu Ronghua, deputy general manager of Wuhan red dress,

when Han style clothing has been "going to Han" and registered with foreign brands, it has experienced the name of "reddman" and was dubbed "tired and slow" red dress, confident in adhering to the Han style label.

Why should a red man not be afraid of "Wuhan made" label? The answer is: the international perspective and the flexibility of the Han school.

red men and many Han style clothing enterprises have similar routes, but the results are quite different.

The secret lies in giving play to one's own strength and persisting in adapting to the market's flexibility: 30 years ago, the red men set up a stand; 20 years ago, the red man had a factory; 10 years ago, the red man was capitalized.

in the 90s of last century, when everyone was busy making products and laying channels, the red man had mastered the planning and marketing methods of the brand.

There is a story: during a national two sessions in 90s of last century, a female representative in Hangzhou was dressed in a red man's custom dress and was swept by CCTV lens.

Because of the chic design and tailoring of clothes, they immediately drew attention.

For a while, customized phones were coming.

suggest that we should do more cross industry communication /p >

chairman of Hubei new Haitian Investment Co., Ltd., director general manager of Wuhan Chutian small loan company, /p

At present, the dilemma of Han style clothing is very similar to the economic development dilemma faced by the whole country: after the rapid development of the economy and the bottleneck, the upgrading of P industry has become a difficult problem that can not be circumvented.

"P" is a major problem facing the clothing enterprises of the Han Dynasty.

Compared with the developed coastal cities in Wuhan, the acquisition of

there is a big gap between the convenience of information and the fashion oriented garment industry. It is very difficult to keep the information undeveloped and to leave design talents behind.

In addition to finding ways to retain talents, enterprises themselves should also attach importance to the cultivation of the quality of employees.

I suggest that the Han style clothing enterprises should have a systematic long-term development plan.

For example: 5 years later, what kind of height should the company reach, how much market share it will have to do in 10 years and so on.

After setting these goals, we can think about what we need to achieve and what kind of investment we need to make.

In addition, Han style clothing enterprises should do more cross industry communication, especially with professionals who do capital operation.

creating a loud brand is the way out

Wuhan < a target= "_blank" href= "http://www.91se91.com/" > Fashion Designer /a > association president Zhao Jun

Chutian Jin Bao this time reported and discussed the brand route of Han style clothing greatly. It is very rare in recent years, which is also very forward looking.

At present, the clothing industry is actually a fashion industry. Therefore, the correlation between the clothing industry and the news media is very strong.

Wuhan's clothing industry chain is relatively narrow, and the frontier of information is also less than that of the developed coastal areas. This is "congenital deficiency".

Therefore, the best way out for Han style clothing enterprises is not to run a garment factory, but to create a loud clothing brand.

how to create a brand? For the current Han style clothing enterprises, the most important thing is to make differentiated research and development on product varieties.

From what I understand, the current Han style clothing is still high in both the retail market and the low-end wholesale market.

In the long run, the development of Han style clothing is very unfavorable.

Most of the garment enterprises in Wuhan are small and medium-sized enterprises. The government should give support to policies, otherwise the Han garment industry will not have great development.

many advantages need to be rationally allocated .

Wuhan < a target= "_blank" href= "http://www.91se91.com/" > textile < /a > University Distinguished Professor, Wuhan dress

Mao Lihui, President of the Federation, /p.

Less than P, the advantages of Hubei's garment industry are unmatched by other places.

In terms of textile resources, Hubei's textile resources are among the best in the country.

the clothing consumption market in Wuhan is the commanding height of the whole central and southern region. When I was discussing with Fujian Quanzhou's clothing industry, I knew that Quanzhou had 100 billion of the clothing output value a year, but they had no market, and the enterprises could only sell in other regions. Wuhan did not exist this problem. The huge market demand provided a good soil for the development of the garment industry.

Hubei garment industry also has the advantage of talents.

Hubei's clothing and textile colleges and universities, in terms of quantity and quality, are among the best in the country.

But it is also a problem for Wuhan's clothing industry to retain talent.

from the perspective of industry, the development of Han style garment industry lacks a long-term plan, which causes the advantages of these resources not to be properly allocated.

government and industry associations must play a relevant role in building a platform for enterprises to display. Otherwise, the Han style clothing industry will be hard to make a difference.

the government should support Han style clothing .

member of the expert advisory group, Wang Haisu, director of the enterprise value research center of Zhongnan University of Economics and Law,

usually when we talk about an enterprise, we need to look at three factors: what it has, what it does and how much it is worth.

I think the Han school should be repositioned. What is Han school? Is it Han or Han school? For example, the clothing in the 1+8 city circle centered on Wuhan, is it not a Han school? Is Hubei's surrounding city clothing considered a Han school? This needs to be repositioned.

I think the government should re support the Han style clothing, they solve many people's employment problems, the government should consider the optimized policy to support these enterprises.

Besides P, Han school should reinvent the brand.

In the end, what is brand image? I think Wuhan should have both the mass brand and the high-end brand, and relocate the brand so as to enhance the competitiveness of Wuhan clothing, and finally expand the development power of Wuhan clothing, hoping to see Wuhan become the next cultural capital and fashion capital of China.

please pay attention to artistic practice "internal strength" .

Shen Xiangsheng, Dean of media School of Wuhan Textile University,

The development of Han P clothing will face pformation no matter whether it is willing or not.

Is it possible to develop foreign brands? In fact, the main selling market of clothing is still in China, so we need to practise "internal strength".

personal view is that clothing is a sunrise industry with great room for development.

Clothing industry, design is part of the product, the core is the needs of people. Before buying clothes, they are more economical and practical, but now they are more beautiful.

In the past, people were not impressed with the brand. Now, we need to develop the brand vigorously.

there is a saying that "beauty is a productive force". Wuhan clothing is not understanding enough. Many companies have designers, but no artists, and no art directors.

so what is beauty? Actually, the connotation of beauty is very rich. Our school now also rises the art from literature to a specialized category, which has caused many people's ignorance.

Actually, beauty is a kind of productive force, and it is a way of life and expression of interest.

hope that Han style clothing enterprises will have some foresight and focus on art and focus on creative industries and cultural industries.

No matter what brand, while ensuring quality as its connotations, it will be accepted by the market.

establish a better marketing system

professor Tang Dingna, /p, School of business administration, Zhongnan University of Economics and Law.

the brand value of clothing comes into the market after profit, 40% comes from design, and 50% comes from marketing.

nowadays, there are many shopping options for consumers. They can choose physical stores and online stores. Obviously, it is far from enough to discount prices, so it is particularly important to establish a more perfect marketing system.

from the perspective of the development of regional brands in the whole country, regional brand needs the promotion of government and industry, and the industry group that needs to be cultivated and perfected.

The garment industry in Hangzhou, Shenzhen and other places came from behind, and fabrics, accessories market, design personnel and front-line workers, market sales and other perfect industry groups played a great role.

in terms of brand building, I think good brand building has a great boost to marketing. At present, consumers have a "brand response" when choosing a particular product, sometimes even for a few seconds.

Under such circumstances, the brand design and positioning of Han style clothing need to identify the market and take the differentiated route, so that their products can seize the consumers' eyeballs in the shortest time in the market.