Home >

Kuang Yaorong'S Marketing Strategy For Clothing Retailing

2013/7/29 12:37:00 27

??? 日本語 Fran?ais English 中文

Billion Brilliant Kuang Yaorong Clothing Retailing

Less than P, a pair of fashionable black rimmed glasses, which is full of fashion design sense, is always the impression of Kuang Yaorong, chairman of Foshan Heyi brilliance group.

Perhaps it is precisely because he is engaged in the clothing industry, he is always sensitive to the sense of fashion.

He believes that the real fashion stuff has its soul connotation. "Nowadays, most brands want to stand out, they need to inject connotation and pay attention to the output of brand culture", Kuang Yaorong said in an interview with reporters from the winning network.

1994, the "Yi Yi brilliance group" was established, and has successfully represented several brands such as Giordano, G2000, Laxton, unise, conceptlone, Bsx and so on. It has recently acted as a new menswear brand ALT.

Since 1995, Kuang Yaorong and his team have been changing and innovating, constantly observing the market, charging P and their team in a timely manner to improve their market competitiveness since the establishment of the first "a href=" http://www.91se91.com/news/index_c.asp "clothing" /a store "Giordano" in 1995.

on marketing: different marketing strategies should be chosen according to location: /p >

as we all know, the pull of the product itself is the first "marketing power". However, if we only rely on the product itself is far from enough, we must have a clear marketing strategy.

> a href= "http://www.91se91.com/pioneer/" > Kuang Yao Rong /a chairman said in an interview with reporters that each brand of its agent has one characteristic, that is, the location is clear, and there are specific consumer groups.

"Every brand has its own characteristics, so its business mode will be different. Like Giordano is doing leisure, its location can be very broad, and G2000 is business oriented, mainly for business oriented demand groups. We will plan different marketing strategies according to the different positioning of consumers and the characteristics of the product itself."

Kuang Yaorong said.

in other words, each brand has its own personality, so its marketing strategy will also be different.

Kuang Yaorong said that each agent of a new brand takes time to familiarize itself with the brand concept and understand the connotation of the brand, including the training of the staff. Only by doing enough homework can we promote the clothing brand better.

to talk about this, Kuang Yaorong has made an analogy. It is like a brand retail department. No matter what new product it develops, its mission is to think about how to deduce it more perfectly in the market.

in addition, in Kuang Yaorong's view, today's consumer groups have their own understanding of clothing brands, so clothing brands and consumers also need to build a good communication platform with a mutual understanding process.

Only by understanding the needs of consumers can we know how to better interpret our products and present the best side to consumers.

No matter in any business, we must understand the mentality of consumers. Only in this way can we do a good job in marketing so that we can manage the brand well.

strong > promotion: only bait can not be a staple food /p >

in addition to the poor ability of innovation and product development, it is easy to see that nowadays domestic clothing brands are exposed to a problem, that is, the popularity of sales promotion and the discount brands on stores are almost staged every day.

Attracting customers through crazy marketing has become a common means of clothing brand in China.

Kuang Yaorong said that sales promotion is just bait, not bait as a staple food, and those shops that have left sales promotion and store sales performance immediately declined, obviously promoting sales as a staple food.

Without a good product development, the competition will be vicious.

span style= "font-family:" Song body ";" span ";" "" "" > "< < >"

< --EndFragment-- > "when we are doing the promotion, we can see no problems.

The market does not have the style, you have, the consumer will feel that your tide, if spread to each brand has, you start to play the packing, when you play the packing, others have already begun to play the quality, if this time you purely promoted, your quality did not catch up with, once you stop promoting, the quality question has already appeared. "Kuang Yaorong also used a sentence to describe this phenomenon very well, that is," after the water returns, only then knows who is swimming naked. "

talk about Electronic Commerce: online integration is the last winner.

in recent years, with the rapid development of e-commerce, the clothing entity retail shop is undoubtedly the biggest form of business. Therefore, apart from improving the shopping environment, it is still brilliant. It also launched outdoor online shopping and electronic fitting service in the "a href=" http://www.91se91.com/news/index_c.asp "Foshan" /a "Giordano ancestral temple flagship store. For example, the clothing on the e-commerce platform will be displayed in the store, customers can try it on and then place the order online, so customers do not have to walk around with big bags and small bags, and experience the joy of easy shopping.

At the same time, P will also upgrade the clothing technology store and increase the entertainment area.

In the large windows at the entrance, 16 sets of LED TV walls combined with high-definition flat panel televisions were set up, and a reading leisure experience area and a children's play area were added to the two floor, providing free WiFi for customers. Then, together with Giordano, the most influential Kungfu culture in Foshan was excavated, and the limited edition Kung Fu TEE was launched.

according to Kuang Yaorong, after the pformation of the store image, including improving the atmosphere of the store and providing comfortable shopping environment for the guests, the sales of experiential Giordano stores increased significantly, but not experienced brand stores of the same kind, and sales decreased by 20% compared with the same period.

Internet can not replace physical stores.

Kuang Yaorong continued to introduce to the winning network reporter. "Under the so-called" Internet streaming ", the Internet will talk about single product run, herd effect, bestsellers, natural multiplayer follow suit buying, and offline service speaking experience, now most consumers still need us to guide, introduce the characteristics of products and provide collocation skills for consumers.

in the sales channel, we need to innovate the business mode, and the sales rate of brand clothing will only increase.

Kuang Yaorong said that if the shop has to pay taxes one day, the price will naturally increase. Then, those who can integrate the Internet and the Internet will be the biggest winner in the future.

nowadays, in the process of competition under the Internet, many enterprises have been closed down, but this is a normal phenomenon. It is like the evolution of things. There will be a group of successful elimination. No matter whether they are catering or clothing, there is no monopoly in the industry, because this is an easy entry and difficult industry.

talk about fast fashion: experience is worth learning. Domestic brands need to be injected into the connotation /p >

not only is the impact of e-commerce, but also the rapid entry of foreign fast fashion brands and the rapid market share, which also brings many pressures to the domestic clothing brands.

Fast fashion has advantages over domestic brands in terms of product design, sales channels, supply chain cycles and so on.

Compared with domestic brand T-shirts, these "fast fashion" brands from abroad also show their advantages in style, quantity and price orientation, gaining more and more consumers' favor. P

Kuang Yaorong said, "fast fashion is indeed the object that Chinese clothing enterprises need to learn. Fast fashion is the fast consumption of clothing, the concept of fast consumption is used to make clothes, the designer concept is the culture, and the biggest difference between ordinary clothing brands and its fast fashion is that the clothing styles of all the circles of life are covered by fast fashion. Many domestic brand stores do not make such a wide product line, lack of categories, and single products".

"P", "Semir casual clothing brands always identify themselves, the brand category is single, most of its operation team of designers is not very large, and most of the owners recommend.

Like these brands, they always lock themselves, just do leisure, he did not do all the clothing categories that need to be used in a person's life.

nowadays most Chinese clothing enterprises are facing difficulties. Like Metersbonwe and Baleno, which are once popular among young people, they seem to have suffered from poor management. Some people argue that two problems must be considered in order to get out of the predicament. One is how to inject connotations into brands, and the other is to manage their own channels.

Kuang Yaorong continued to disclose to reporters that there are several common problems in the domestic clothing enterprises. First, a brand has done very well in the first quarter, and then has not been able to keep up with the second quarter. The amount of investment in the enterprise fluctuates very large and unstable.

And these fast fashion brands like ZARA are guided by customers, sell more what the customers like, choose the store with large area and large volume, enrich their own category, and satisfy the costumes of every customer's life circle.

Second, the clothing industry has no intellectual property rights, and the industry has copied each other.

No sooner than anyone who has the ability to run horses, who has the concept of planning is the winner.

Nowadays, brand sellers also put forward new requirements for the cultural value and quality of products.

If most brands want to stand out, they must pay attention to the output of brand culture, who has injected the connotation, who has led the design team, and who is the winner.

for Semir's acquisition of GXG, many people in the industry have different opinions. "The reason why Semir acquired GXG is that he knows his design team very well. Leisure money is a very simple style design, and women's clothing changes are much higher than men's clothing. Women's clothes are instantly killed when their style development is poor, and men's clothing sales are easier than that."

Kuang Yaorong expressed his view.

In addition, Kuang Yaorong also pointed out that at present, many enterprises have evolved from the initial leading product development to the leading enterprise management, which will lower the emphasis on product development in P.

As a matter of fact, any enterprise relies on products for any reason. The idea is intangible assets. Only by giving value to products and positioning the products higher, can they win word of mouth.

in Kuang Yaorong's mind, he always comes up with many new ideas. He always gives people a positive attitude towards life.

As for the next planning of the billion dollar glory, Kuang Yao said that based on the company, the customers and the market, it will not blindly expand and represent the new brand.

But for an active Kuang Yaorong, he will hold on to the best chance to get the best light whenever he meets the opportunity.