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Overall Analysis Of Garment Industry In 2014

2013/12/17 15:37:00 54

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Electricity Supplier Operation Mode New Change

at the end of the year, 2013 is coming to an end and 2014 is coming.

In retrospect, 2013, for a href= "http://www.91se91.com/" target= "_blank" > clothing "/a" industry, it is really mixed.

Hi is the first time that the Chinese clothing brand has been unveiled around the world by virtue of the lady Li Yuan Style, which was launched around the world by Madam President.

The worry is that the clothing market in China is still the main theme of the market, and the brand bankruptcy has also been heard.

Although the Tmall double eleven war has hit another 35 billion sales miracle, the clothing brand seems to have won a glimmer of scenery, but it seems that it is not happy.

strong > 1, < a href= "http://www.91se91.com/" > operation mode < /a > scan /p >

The game, internal friction and even breakup among companies between 1. will be concentrated in 2014.

Because the brand has no channel control capability, with the breakup of the manufacturers, the large area will continue.

2. manufacturers will unilaterally bear the pressure of stocking stock for the market. Therefore, the manufacturers' capital chain will be tight or even broken, especially for small and medium-sized brands.

It can be predicted that in 2014, many small and medium-sized brands will face bankruptcy because of the capital chain.

3., agents do not want to give their sons to the manufacturers, because the trend of developing their own brands is to accelerate their growth, and integrate the terminal of the regional market to form a chain. This further cuts the market share of the existing brand and aggravates the market competition.

4. many single store franchisees have strong control ability, but under the impact of the electricity supplier, the profits will decline, and the franchisee pformation will accelerate.

5. abandonment of agency mode, brand promotion will accelerate (electric business is a mode of direct operation).

6.2014 years is still the garment industry from the wholesale circulation of agent system to retail operation over a year, so the various contradictions between manufacturers will burst.

Many small and medium-sized brands without strength can suffer from the "shock type" crisis due to the withdrawal of agents.

two, channel layout scan

1. now for a brand, online and offline are already an integral part of the channel layout strategy.

2. many traditional brands have a misunderstanding about the electricity supplier, that is, the electricity supplier is a business mode of the brand. In fact, the electricity supplier is only a channel of brand, and is a channel choice problem under the brand development strategy.

3. the reason for the rise of electricity providers is the development of Internet technology. The reform originates from the business mode, which stems from the development of consumer culture.

4., advocating a solid store as stable as a mountain, the electricity providers are not worried about the people, not ulterior motives or brain damage; similarly, advocating the electricity supplier is king, the entity must die.

Shops with P, 5. street shops, no experience stores, products with no characteristics and no price advantage will be closed, but shops in department stores, shopping centers and complexes will still develop.

6. although in the long run, a brand must be integrated into the "online and offline" wings, but in 2014 many brands will still be entangled in how to choose between the two contradictions.

7. as a whole, in 2014, the electricity supplier was still very aggressive, and the physical store was shrinking step by step.

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8. three or four line market is a bright spot. With the advancement of urbanization, the three or four line cities with vast rural areas as the hinterland will break out beyond imagination.

9. online, whether Tmall or Taobao is no longer suitable for small sellers, small brands survive, Taobao Tmall has become the stage of big brands.

The survival of small and medium-sized brands in Taobao Tmall will be even more difficult.

10. many brands will complete the online and offline price and product segmentation, especially with Tmall stores.

That is to say, the same price and goods will be synchronized between Tmall shop and a special counter on the line. From this year's double eleven, this trend is obvious.

11. as a whole, the 2014 online market will usher in a shop trend.

The scarcity of talent in e-commerce operators is hard to find.

The entry threshold of 12. < a href= "http://www.91se91.com/news/index_q.asp" > electricity supplier < /a > has been greatly improved, just like that for the purpose of entering a first-line department store. It is also very difficult for many brands to enter Tmall.

13. there will be a big breakthrough in mobile e-commerce and socialized electricity providers.

14.. O2O, which is very popular now, is only a brand operation mode choice. It will be a useful supplement to the entity and the electricity supplier. It will even replace it. In 2014, the clothing brand will accelerate the operation of O2O, and the brand will also succeed.

In the 15.2014 years of P, increasing convenience services in clothing stores will be a trend.

three, marketing operation scan

1. thought that registration of an account in micro-blog and WeChat is just like micro marketing.

The spring tide of the so-called WeChat brand public platform construction started to slow down in the second half of 2.2013 years, less than P.

P > 3. is still looking for agents and franchisees in the market operation as the leek.

4., many brands will still be keen to publish the history of local entrepreneurs in the small magazines of the industry.

5. will still adopt the way of master training to fight chicken blood in customer maintenance; PS: in the face of several agents, they can be locked in a small black room for brainwashing, but in the face of consumers who do not know where they are, how do they brainwash?

6.2014 years may be a watershed of brand marketing, persistently indulge in the illusory and prosperous brand made by oneself, they will still turn a deaf ear to what is happening outside the world, only in their own world, Laozi is king; and those brands with keen insight on the market may take off and embrace the Internet and mobile Internet actively.

7. WeChat and micro-blog will gradually calm down after the noisy bustle, but they may play a greater role.

Especially for micro-blog, some people think micro-blog will not work. In 2014, micro-blog is still irreplaceable.

8. domestic consumption environment and consumer habits have changed.

Therefore, the operation of brand marketing must change, but many brand teams or operators do not have brand marketing standards in the new environment.

That is to say, many brands will have a headache for the lack of excellent marketers.

9. many brands and local tyrants have a special interest in the practice of niche operation. The new media marketing (Social Marketing) brought about by the Internet or mobile Internet may still be ignored.

10., if the marketing mode of traditional clothing brand is still the 1 edition, then the mass market brand marketing is the 2 version.

11., that is to say, the short Marketing Board of clothing brand will not change in 2014, and in the new environment, the harm brought by this short board will be magnified. Only for the marketing sector, 2014 will also be a watershed for brand development: or sink into it and move towards new life.

clothing brand pformation and upgrading of the Internet: 1, "fast digest" layout of mobile terminals, brand need to cross border marketing and social networking position; 2, product quality, story telling, heavy cognition, using soft and hard method to do ecology; 3, channel < a href= "http://www.91se91.com/news/index_s.asp" > new change < /a >, online seek electricity breakthrough, offline experience and sales O2O integration pformation.