The Fierce Competition In The Garment Industry Has Brought About Remarkable Changes In Bestn.

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Xiaobian of the network introduced to you that the competition in the clothing industry is fierce, and Bestn is pregnant with great changes.

It is understood that this year, the domestic garment industry climate index declined, demand is lower than expected.

Data show that in the first quarter, the prosperity index of China's clothing industry was 97, down 0.4 points from the fourth quarter of last year.

Garment production in the first quarter was 6 billion 900 million, down 3.8% year-on-year.

In recent years, China's clothing industry has been constantly being cut off by international fashion brands. Chinese local clothing has gradually adopted differentiated market intensive farming. For example, Bestn, an old trousers, started its brand upgrading last year. It has shifted from single consumption to family type consumption, and at the end of the winter commodity ordering conference, it has achieved initial success in brand reform with 16% growth in the same period.

The 16% improvement is not accidental. For the whole weak clothing industry, Bestn is pleased to give a satisfactory answer to consumers. It is due to its brand upgrading, market positioning and product innovation.

Brand positioning, family consumption, "Balance is best balance to the United States" to enhance brand awareness

According to Bestn insiders, the order will increase by 16% over the past year. Especially the upper garment has received continuous attention and praise, reflecting the confidence of the channel for the upper garment, and actively upgrading the single category trousers shop to the whole category store.

From the end of last year, Bestn has been upgrading its brand concept in order to expand its brand effect, and "Balance is best balance beauty" and family type consumer dialogue, to convey the harmony and beauty of work and life.

At present, Bestn has stepped up its publicity and expansion efforts in the first and second tier cities, such as hiring new spokesmen Ma Su and Sha Yi on the Internet, enhancing the attention of products with the appeal of spokesmen, broadening the channels of communication at CCTV and high-speed rail, and increasing interaction with micro-blog and WeChat social platforms to enhance the brand effect of Bestn.

Online, organize the consumer's family long tour and Disney tour to increase consumer's attention and interest to the brand.

The omni-directional form of publicity has attracted the attention of agents, giving them more attention and support from Bestn and improving the demand for Bestn.

Lock consumer demand, open full product series

For the present

In the competition, Gao Xiaoshi, a senior industry researcher at the prospect network, points out that the advantage of local leisure clothing brand enterprises is to understand more about the needs of local consumers, more familiar with the operation mode of the local commercial environment, a richer channel base and a broader mass base, especially the two or three and four tier cities, and the above advantages are more prominent.

As a local brand, Bestn locates consumers in the two or three tier cities from 30 to 45 years old. They belong to families. Their activities are concentrated in offices and families. They tend to buy business casual clothes, and there is a high demand for clothing and accessories including trousers.

In order to cater to the market and meet the needs of consumers, Bestn changed the business model of the single category trousers. The clothing started from a series of shirts and sweaters, and gradually became a full range of products covering jacket, windbreaker and so on.

The increase of clothing category gives agents a wider choice of space, so the adverse market growth of orders will be a necessity to a certain extent.

Deep ploughed products, launched the main push product line.

"With the rapid expansion of international fast fashion brands in the Chinese market, some well-known local clothing brands are actively adopting strategies of differentiated competition through product innovation, technological innovation and channel innovation."

This is what the insiders say.

For example, the Bestn winter clothing's core product "doubling warmth" series, suitable for work and leisure at home and other occasions, is also consistent with the brand concept of Balance is best balance beauty, and has been recognized by agents for its style and comfort.

The introduction of excellent products not only promoted the brand value of Bestn, but also increased the attractiveness of Bestn to agents, which led to an increase of 16% in the order of the winter ordering society.

For domestic clothing, the future

There are still many topics to be explored on the road of development. The growth of local clothing brands represented by Bestn is bound to give the Chinese consumers a practical and tasty brand impression.