The Electricity Supplier Is Unstoppable, Forming The Besieged Predicament Of Women's Clothing Brand This Life.

In the previous "Bagualing women's clothing brand: the model of the Shenzhen", I put forward that in the 30 years of development, the domestic women's clothing has formed a brand cluster with geographical classification. Among them, Shenzhen women's clothing is undoubtedly the most representative, and its characteristics can be attributed to the "Bagualing mode". The so-called "Bagualing mode" is based on a core, two characteristics and three major steps. One core is the purchase of goods by the buyer system as the core. The two characteristic is the production and processing characterized by the outsourcing system, and the brand operation characterized by channel expansion. Three steps, the first step is to buy goods from buyers, the second step is packaging planning, and the third step is to join merchants.

It can be said that the domestic women's clothing brand has spent more than 30 years in plagiarism, imitation and learning to complete the "gorgeous" turn, and the party has achieved today's achievements. Among them, the use of the "Bagualing mode" has been a great achievement.

But today, the market situation has undergone tremendous changes. Under the pressure of the electricity supplier, the department stores have already had their arrogant heads and news. Many shopping centers have 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, rent free such a good thing, although the domestic brands are excluded, but in the current situation, how many brands dare to start shop hastily?

The electricity supplier is unstoppable, the entity is difficult to do, and this constitutes the besieged predicament of the women's clothing brand this life.

The crisis of women's clothing brand

We know that the "Bagualing model" has been popular for a while. clothing The boundary consciously regards it as a standard, which is closely related to the domestic consumer market and the 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 it can only move forward and not shrink back. The "Bagualing mode" 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.

Shenzhen women's clothing brand marketing director and development director is undoubtedly the most outstanding, in the domestic department store system, Shenzhen directors, wherever they go, conquering the city, there is no failure, but some stubborn fortress, but also through a variety of means to disintegrate, therefore, these emporium resources director in the industry is widely known and respected.

But now the situation has changed, the mall is declining, obviously no city can attack, and so many years of experience in the brand operation of the entity channel encountered the electricity supplier when suddenly discovered that the hero has no use. When the "Bagualing mode" has been successively winning in the physical channel, in fact, the brand development crisis has already intruded into the brand body.

This crisis is mainly manifested in the following aspects:

1, in the development of goods, heavy buyers portfolio, light original design. Although many brands now say they are original. Designer Brand is actually a 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, in brand building, we should emphasize the short-term effect rather than the 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.

It can be said that 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.

Brand model in e-commerce era

The loss of the so-called positive selling ability, all brands are deeply affected by it. To put it plainly, it is to sell discounts and promotions. 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.

In contrast to ZARA, UNIQLO, H&M, we found that they rarely discount sales, but their store business is still hot, and the women's clothing brands next door are decorated 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 mode" has made the domestic women's clothing get a stage success. That is, as we mentioned before, the results of the previous women's clothing in China depend on the successful application of the "Bagualing mode". So in this age of electricity supplier, is this mode outdated? The answer is yes, although many brands including electric providers still use the "Bagualing mode" consciously, but no doubt they will be in trouble. The development of the domestic market to today is the time to abandon the "Bagualing mode".

Therefore, in the era of e-commerce, domestic women's clothing this life, we must find an effective brand development new mode, this is the brand model I want to talk about next.

The operation of a brand is very complicated, 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 bring the six subsystems into full motion, and the six subsystems transmit the continuous nutrition and oxygen to the heart with its circular movement. So from this point of view, this brand model is a brand life sports roadmap.

Since these 5 elements are mutually needed, they are arranged in an orderly way. In order to make the writing convenient, we should start with high-quality content.

1, quality content, why high-quality content? We found that the current women's clothing brand building is very empty, their gorgeous shops do not hide the connotation of the brand's own empty, just like a nouveau riche wearing luxury goods, the appearance of the bright can not fill the emptiness of the spiritual world, and women's clothing brand is just like this, when brand culture, story is not satisfactory, can only work hard from the shop decoration, and in the business side, it is in the so-called fashion blockbuster way to make up for it. 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 concept, 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, so the expansion personnel in the brand operation is very important. But now, the electronic business platform does not need such a strong team, and the department store is no longer the same. Therefore, the composition of the brand team members must be transferred from expansion to operation, and it must be skilled in the retail operation.

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 that women's clothing brands have not done. They are very simple and brutal in their socialization marketing. They boil down 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, the use of vision, some people say, the vision of the domestic women's clothing is not very good? It is in accordance with the style of foreign brands to go ah? The problem is precisely here, the blockbuster is large enough, but only for the blockbuster and blockbuster, the expression of the camera language empty and weak, in fact, and shop decoration is the same reason, the lack of brand connotation, gorgeous coat can only highlight the simple brand temperament. 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 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

With the development of the domestic women's clothing brand to today, under the guidance of the "Bagualing mode" as the operational train of thought, it can be said that it has achieved unprecedented success and has made some brands a model in the domestic women's wear market. 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.