In The Next Five Years, China's Original Luggage Brand Will Be An Outbreak Period.

Taking a look at the changing trend of department stores in China in the past 30 years, since the influx of international brands into China, the consumption concept of Chinese has been completely changed. Chinese brands are rising to the core, starting from the dress of ordinary people, from men's clothing to women's clothing. shoes Industry and leather goods. Every five years is a great change in the growth of an industry. In the last five years, China has made more than 80% of its brand in China. 2013 will be a new starting point for the brand of China's luggage industry. In the next five years, China's original luggage and bag brand will be an outbreak period, and international brands are also changing.

In the past 30 years since the reform and opening up in the past 10 years, our generation has not felt deeply. We are all fresh in the era changes after 1990. Especially since the speech of Deng Xiaoping's South inspection tour in 1992, we have seen the ever-changing changes. From the clothing consumption of ordinary people, we will carefully count this trend and business opportunities.

1992-1997 the Zhejiang faction and Fujian faction that the men's wear industry occupy the half of the market share of the whole country; 1997-2002, with the strengthening of women's pursuit of brand, the Hangzhou brand and Guangzhou faction, the top rising brands, occupy half the market share of the country. 2002-2007, the Chinese brand shoe industry takes Wenzhou male shoes and Guangzhou shoes as the representatives to occupy half the market share of the whole country. 2007-2012 leather has once been a dispensable luxury item in life. China's original leather goods brand started its franchise in 2005. Since 2007, it has been developing rapidly. It has been rapidly represented by women's bags, represented by small pieces, and linked by two main line leather products. The trend of the fastest growing and most influential brand of leather goods industry has become mature, and it will become white hot in 2012.

Since 2007, international famous brands such as Samsonite AT, Belgium's Kipling, LeSportSac's music poetry, Holland Oilily, Tumi, Japan's B.C.+ISHUTAL, Hongkong's Fx have begun to layout in China's major front-line shopping malls and major airports. From 2012, you can see the shopping malls of China's first tier cities, look at Samsonite AT's counters, look at the sales of Kipling and LeSportSac, and look at the position of Oilily and Kipling. It is enough to prove that China has become the largest consumer market of luggage industry.

In 2013, we will take leisure, fashion, environmental protection and quality cloth bags as the biggest business opportunities. Austrian Wang is in progress. The products of Olympic products will be covered by five major product lines: Women's bags, men's bags, drawbars, backpacks and small pieces. We will compete with friends in International brand bags and famous brands in the domestic single category. The whole product combination of products is like a combination of boxing to overwhelm all competitors, becoming the first brand of China's luggage chain.

China clothing Whether manufacturers or businesses are doing mass production without profits, or even entering the industry to reshuffle, many brands have begun to shuffle, but the international trend has seen the opportunity of luggage brands in China. So Samsonite, Kipling, music poetry, oniliy and so on have quietly occupied a high market in China. Every year, 80% manufacturers are envious of Chinese manufacturers. The Austrian brand is just decades of experience in international market operation, coupled with accurate judgement of the domestic market, absorbing the essence of the above international brand quality, forming an international brand of China's civilian consumption, with the "fast fashion" business philosophy, creating the unique brand of China's luggage and chain first brand, joining the Olympic Games to seize the opportunity and open the door of wealth. The footwear industry and leather goods industry has entered the white hot competition.

Austrian luggage has 28 years of international market operation experience, franchising franchise business model, in less than a year has successfully opened more than 100 stores, the reasons are:

1. choose the most successful business mode in twenty-first Century - franchise chain mode.

2., Huang Shengyi, a giant star, leveraged mass media promotion such as CCTV, Xinhua news agency and people's daily.

3. reunion leather industry chain first operation team, create a new legend of luggage chain.

4. focus on sharp knives, the new combination of products, the whole category deductive force industry invincible hands.

And in the design of internationalization, quality and environmental protection, the price of civilians, positioning first class design, second class quality assurance, three streams of low-cost consumption. In the end, the Austrian King joined the science and nanny first class service with "joining 0 risks, 100% redecorating and 100% replacement" to ensure that the franchisee was 100% profitable.

Why did Austrian King make such a brilliant achievement in such a short time? Another important factor is asymmetric competition. That is, under the condition of asymmetric energy, asymmetric information, and asymmetric resources, the marketing battle of subdivision and contention of customers is the breakthrough point of Austrian king under the asymmetric environment, creating his own business miracle.

The following will be a comprehensive analysis of the environment in which the industry is located, the difficulties faced by domestic luggage and how the king of Austria will take the road of differentiation with asymmetric marketing, and achieve the status of the first brand of China's luggage and bags.

In 2013, Austrian Wang focused on completing the marketing layout, enhancing the basic marketing power, completing the brand building and building the brand competitive advantage. However, in order to enhance brand competitiveness, we must first build a complete brand element. Before constructing, we should make clear the brand positioning. Only when strategic positioning is clear, can the brand develop direction. Let's take a look at the following two types of brand development:

International brands: Belgian Kipling, AT, LeSportSac, Tumi, oniliy, Japan's B.C.+ISHUTAL Yin Suo, diplomats and other brands are set up by the development of China's high-end department stores, and continue to help improve their brand influence with department stores, and will set up core strengths in certain categories of products to lay the foundation of the brand, they meet the needs of Chinese high-end customers, and in these groups have formed a certain understanding.

Domestic brands: Winpard, Hendry, DAPAI, Asian Leopard and so on are developed by circulation wholesaling agents in China, through circulation (WAL-MART, Carrefour, trust Mart... As far as possible, we need to use cheap products to meet the needs of the general public in China. Even later, some brands, such as Oiwas's mainstream supplier in KA, are still meeting the needs of the public.

In view of the brand positioning, business model, Austrian King's product line, and Austrian Wang's terminal channel, we can be clear: in the agency channel, Winpard, Hendry, DAPAI, Oiwas and so on are not the biggest opponents of Austria. We can also say that the international and domestic brands listed above are not only our competitors but also our teammates. If we want to be specific to a brand, the omnidirectional differentiation of Austrian Wang can be said to have no rivals. There are more and more asymmetric phenomena in the market competition. Multinational corporations are all turning to China. Local brands prefer to wear foreign coats only to win consumer trust. Resource-based enterprises do not dare to be more arrogant. The miracle of small and micro enterprises is constantly emerging. All these phenomena prove that the same answer, even if some enterprises have some advantages and maintain their favorable position in competition, no enterprise will remain competitive forever. The asymmetrical pattern seems to be inviolable by the strong. In fact, the market is always showing the collapse of giants and the rise of new people.

Based on this asymmetric theory system, the Austrian King bags are reasonably increasing the functional characteristics of the products, improving the product line, increasing the usage scenarios, using frequency and increasing the average consumption. Of course, there is more important thing to look for and attract potential customers. Austrian king not only in the existing target market, but also in the blank area, to track down potential customers.

How can Austria find the difference between asymmetrical marketing competition under strong internal and external brands?

1, the concept of differentiation:

The upgrading of enterprise management can be summarized as three stages: first, selling products, selling products well, then upgrading to selling brands, and achieving the ultimate and noble culture is to sell culture. Most of the bags in China still stay in the low-end market of selling products, when the price is competitive. Ao Wang has launched the market with the famous brand of 28 years bag and suitcase industry. He spent a lot of money to invite Hongkong brand planning company to design the terminal image recognition system VI and the space recognition system SI of the Austrian brand. The Austrian brand will be upgraded directly to China's consumer brand, which is full of international taste. It will distinguish itself from the vast majority of luggage manufacturers.

2, promoting differentiation:

In 2012, Austria's domestic market began to launch heavily, and promoted interaction with many newspaper media, industry websites and major TV programs. At the same time, it laid large outdoor advertisements, especially the popular star Huang Shengyi, who was able to express the charm and value of the brand perfectly. Austrian Wang started the business model of franchise chain. The market has attracted a large number of media such as CCTV, CCTV, two, central broadcasting station, Xinhua news agency, people's daily and so on. It can be said that the popularity of Ao Wang brand has not been two for a time, and has opened up the era of small brand advertising explosion. This is a typical symmetry marketing method that subverts traditional small brand promotion. The promotion of differentiation will quickly push the Austrian luggage to the front line brand camp. At one time, other domestic luggage brands were thrown into an array of old brands.

3, product differentiation:

Positioning in leisure, fashion, environmental protection, quality Austrian luggage 2012 launched the whole category strategy. Compared with China's popular multinational brands Kipling, oniliy, music poetry, Yin Suo... Olympic women's bag is a collection of many international brand designs. It is very similar to ZARA's "fast fashion" business strategy, so that the style and quality of international brands can get civilian consumption in China. At the same time, consumers will buy the three core elements of the brand: quality, price, style, and analyze the importance of the basic manifestation of the terminal. It is different from domestic Winpard, Hendry and so on. Austrian products in the organizational structure of women's bags, men's bags, pull rods, backpacks and small pieces of the five major product lines are fully covered, with international brand cloth bag and domestic single category well-known brand as a learning friend, the product's whole category combination is like a set of boxing to directly overwhelm all competitors!

4, channel differentiation:

In the channel design, Austrian Wang avoids the traditional mode (wholesale agent). After a comprehensive analysis, it is concluded that if the brand wants to walk on the shopping mall channels, and the competition with the transnational brands, Austrian king has no international brand advantage; if the brand wants to walk through the wholesale and retail channels of the supermarket, the Austrian king has no environmental resources superiority; However, the domestic bag and suitcase industry has not yet formed a sales mode of exclusive stores. The reasons are, on the one hand, many so-called brand cloth bags are not fully invested in China. On the other hand, they themselves have not yet studied the survival elements of their product portfolios. They do not know how to use the product structure, use frequency, age and sex. However, the company provides quality products and good services to customers, providing customers with products that can be consumed quickly and repeatedly. This is also where Olympic fashion women's bags account for a large share.

5, mode differentiation:

Franchise chain franchise mode is the most advanced business operation mode in twenty-first Century. Olympic king is located in the first brand of China's luggage and package chain. It is the first one in the luggage and bag industry, which is different from the traditional wholesale and retail business mode. In addition, with the help of the policy of "0 join +100% exchange +100% return container =0 risk", a fast duplicated chain franchise system was established to achieve strong R & D capability, product richness, market protection, profitability stability, strong support and low risk. In addition, product structure, production, marketing, advertising, terminal management and so on are all prior to competitors. Improving the franchise mode ensures the rapid development of the franchisee, keeping the brand and making money easily. The differentiation of "Science + nanny" in marketing mode has laid a triple win situation for the Austrian brand from factory to merchant to consumer, and it is also beyond the reach of other brands.

After a series of asymmetric marketing competition strategies, the Austrian King bags continue to innovate in the battle of market segmentation and customer groups competition, closely following the market in the assimilation and penetration of transnational brands, and following suit in the peer competition, and tide over the trend in the tide of the market. Finally, to avoid its edge, make another way to achieve Olympic king -- the first brand status of China's luggage and package chain.