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Brand Building In The Context Of Domestic Women'S Clothing Industry

2013/7/12 8:19:00 16

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Women'S Clothing Industry Clothing E-Commerce Women'S Clothing Brand

it can be said that the domestic a href= "http://www.91se91.com/news/index_c.asp" > women's clothing brand < /a > has spent more than 30 years in plagiarism, imitation and learning to complete the "gorgeous" turn, so as to achieve the achievements of today. Among them, the application of the "Bagualing mode" is very impressive.

but today, the market situation has undergone tremendous changes. Under the pressure of the electricity supplier, the department store has already lowered its arrogant head. There are many news reports that many shopping centers have already taken the way of rent free to attract ZARA, UNIQLO and other brand giants to enter. From this we can see that the declining trend of physical department stores is hard to avoid. On the other hand, it is a good way to avoid rent. Although the domestic brands are excluded, how many brands dare to open shop in the current situation?

P > e-commerce is unstoppable, the entity is difficult to do, and this constitutes the besieging dilemma of this life of women's clothing brand.

women's clothing brand crisis

A target= "_blank" href= "http://www.91se91.com/" > dress < /a > boundary conscientiously regarded it as a standard, which is closely related to the domestic consumer market and business ecology. The brand of domestic dress is like a river of crucian carp. The fierce competition, the rapid change and the harsh environment force the brand to go all the way to kill a road when it is crossing a single timber bridge, and can only move forward and not shrink back. The "Bagualing mode" just has the following advantages: to expand the market as a pioneer, as a cover for goods and management, has made extraordinary success in the domestic market. we know that the "Bagualing mode" is popular for a while.

the marketing director and extension director of Shenzhen women's clothing brand is undoubtedly the most outstanding. In the department store system of China, the Shenzhen directors have gone all the way to conquer the land without any mistakes. But some stubborn forts are also broken down by various means. Therefore, these directors with market resources are widely known and respected in the industry.

but now the situation has changed, and the market is declining. Obviously, there is no city to attack. So many years of experience in the brand operation of the entity channel encountered the electricity supplier. Then it suddenly discovered that the hero was useless. When the "Bagualing mode" was successively winning in the physical channel, in fact, the development crisis of the brand had already intruded into the brand body.

this crisis is mainly manifested in the following points:

1, in the development of goods, heavy buyers portfolio, light original design.

Although many brands now call themselves original "a target=" _blank "href=" http://www.91se91.com/ "designer" /a "brand, in fact, they are pseudo original.

Some people have said that ZARA is the buyer system, how can it be successful? Don't forget, ZARA has another integration. It has a strong product integration team. For example, it is the same way to cook a dish twice cooked pork. The ingredients of Sichuan cuisine master are different from those of Cantonese cuisine Masters.

Domestic buyers and ZARA are not horizontal differences, but the difference between Sichuan cuisine masters and Cantonese cuisine masters.

2, in the channel planning, we must vigorously expand, and meticulous management.

Therefore, we found that the domestic women's clothing brand was opened in front of the store, followed by closed shop, all the way to death, the survival rate of shops is very low.

Many of the franchisees like cutting chives, cut a crop of stubble.

Some brands enter the department stores, the main role is to play the advertising effect, and basically pay more for themselves.

3. On brand building, we should emphasize short-term effects rather than cultural precipitation.

Many brands, in order to quickly open the market, whether energy or awareness, for the construction of brand culture are basically empty paper.

In terms of these brands, it is important to get a mall or a franchisee.

Therefore, we find that these brands, whether shop decoration or brand album, are gorgeous, brilliant and luxurious, but under scrutiny, they are extremely empty and empty.

of course, there are many problems in team training and so on, but the three points above are the main ones.

To this day, many brands still do not realize the danger of these problems. For example, a couple of days ago went to talk about cooperation with a women's clothing brand in Guangzhou. This is a typical case from wholesale to brand operation. Although they say brand operation, they are still deeply rooted in wholesale circulation.

The poor combination of goods, photography and rough picture books are unbearable, but the key is that they feel good.

to put it this way, these crises are all along with the development of brands. The women's clothing brands that have come to the fore have gained a stronger market development ability after solving these crises.

However, the brands that are still beset by these problems, we find that they have been trapped in the whirlpool of the three great abilities, one is the loss of retail operation capability, the other is the loss of brand building capability, and third, the loss of positive selling ability.

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the brand model of the electricity supplier era

the loss of the so-called positive sales ability, all brands are deeply affected by it. In other words, it is a discount, promotion, no matter the entity channel, or the electricity supplier.

The frequency of promotion is becoming more frequent and the duration of promotion is getting longer and longer. Slowly, the brand has formed a "sales dependency syndrome" and no sales promotion has no sales.

Moreover, through the comparison with the electricity supplier, the price advantage of the entity channel is gone.

comparing ZARA, a href= "http://www.91se91.com/news/" > UNIQLO /a and H&M, we find that they seldom offer discount sales, but their shop business is still hot, and the women's clothing brand next door is renovated and luxurious, but they are very few.

With these two comparisons, it is easy to see that we have problems in brand building and retail operations.

it can be said that the "Bagualing model" has made the domestic women's clothing a successful stage. As we mentioned before, the results of the previous women's clothing in China depend on the successful use of the "Bagualing model". Is this mode outdated in today's electricity supplier era? The answer is yes. Although many brands including electric providers still use the "Bagualing model" consciously, they will undoubtedly be in trouble. The domestic market is developing to the present day, it is time to abandon the "Bagualing mode"!

> therefore, in the era of electricity supplier, we must find an effective brand development mode in this a href= "http://www.91se91.com/news/" > women's wear < /a >. This is the brand model I want to talk about next.

a brand has a lot of work and involvement in its operation. But I think these 5 aspects are the core work, and these 5 aspects are the core elements of this brand model.

And these 5 elements rely on each other, interlock, and form a system that connects the arteries and veins, the blood circulation and the flesh and blood. The brand is the heart. Her pacing will stimulate the vigorous movement of the six subsystems, and the six subsystems pmit the continuous nourishment and oxygen to the heart with its circular movement. So from this angle, this brand model is a brand life sports roadmap!

since the 5 elements are mutually needed, they are in order. In order to make the writing convenient, we should start with the quality content.

1, high quality content, why is quality content? We find that the construction of women's clothing brands are very empty now. Their gorgeous shops do not hide the empty connotation of the brand itself, just like a nouveau riche wears luxury goods. The appearance is not enough to enrich the spiritual world, but the dress brand is just like this. When brand culture and storyline are not satisfactory, efforts can only be made from the decoration of the shop, while in the electricity supplier, it is made up by the so-called "a href=" http://www.91se91.com/news/ "fashion > /a" blockbuster.

And how to make the brand more full, three-dimensional, vivid and fresh? That is, we must have high-quality content as the core of brand building.

based on this idea, I once again made a definition for the brand: the brand is a complex of high quality content.

This solves the problem of weakness, lack of personality and empty core of women's clothing brand.

Based on this definition, products, systems, culture, image building and activities are all part of the brand quality content.

in the era of e-commerce, relying solely on products such a single carrier, it is difficult to fully and continuously reflect the value of the brand to convey. With the decline of the sales cycle, products will inevitably depreciate, for example, the introduction of new products, the old products will certainly be discounted.

As IPHONE5 launched the market, IPHONE4S will be discounted, but has Apple brand depreciated? No, because we still believe in the value of Apple's brand culture.

2, team building, we know that in the "Bagualing mode", expansion is the pioneer. Therefore, the development personnel play a decisive role in brand operation. But now, the electronic business platform does not need such a strong team. The department store is no longer the same. Therefore, the composition of the brand team members must be pferred from expansion to operation, and it must be skilled in the retail operation.

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3, retail operation, as mentioned earlier, the core of the "Bagualing model" is expansion, which leads to a lack of retail operation. Now, whether it is electricity supplier or entity shop, it is built on the basis of retail, so the strength of retail capability has become the most critical part of brand operation.

Retail operation is a major issue for women's clothing brands, including commodity operation, store management, activity planning, etc., which are all problems that must be solved in retail operation.

4, social marketing. This is a place where women's clothing brands have not been able to do so. They are very simple and brutal in their socialization marketing, which is attributed to doing key words on Baidu or sending promotional activities on micro-blog.

At the moment when the mass media is already at stake, if women's clothing brands rely solely on traditional industry media to spread the brand, the situation is hard to imagine.

I once said that in the age of social media, two things that a brand should do is to create high-quality content and the second is to spread well.

The key to doing well in communication is social marketing.

5, visual application, has it been said that the vision of domestic women's clothing is not very good? It's all in line with the brand style of foreign brands. The problem is just right here, the blockbuster is large enough, but it's just for the blockbuster, but the expression of the camera language is empty and weak. In fact, it is the same as the shop decoration, the lack of brand connotation, the gorgeous coat can only highlight the poor brand quality.

Therefore, the visual application here is based on visual communication based on high quality content.

Without high quality content, vision is just a plastic flower that will not be looked at.

The above P model and its brief introduction are just my words. I hope to give you a direction of thinking, how to improve the brand building, how to better spread the brand and enhance the ability to operate in the context of e-commerce.

The 5 elements of this model can be further studied. I think this is worth thinking about.

concluding remarks .

Under the guidance of the "Bagualing mode" as a guide to the development of P A, the domestic "a href=" http://www.91se91.com/news/ "women's wear brand /a" has been an unprecedented success. It has also made some brands become models of the industry in the domestic "a href=" http: //www.91se91.com "women's wear market" /a.

Although there are still many problems in the process of development, especially in the face of the impact of electricity supplier and the decline of physical department stores, these problems have seriously threatened the further development of the brand.

Therefore, looking back at the splendid past life of the women's clothing brand in China, we should sort out this development vein with a more rational attitude, which is more realistic for the development of the domestic women's clothing brand in this life, that is, the development of the electricity supplier era, because we must find the root cause of the problem and actively seek solutions, so that we can do something in the era of e-commerce.