Local Clothing Brand, Big Difference, Family Consumption, New Trend

In recent years,

Influenced by international fashion brands, China's local clothing market has gradually adopted differentiated market intensive farming. For example, Bestn, an old pants manufacturer, started upgrading its brand last year. It has changed from single consumption to family type consumption, and has achieved initial success in the brand reform with the increase of 16% in the same period.

16%

It is not accidental. For the overall weak clothing industry, Bestn has made a satisfactory answer to consumers by surprise results. It is inevitable that the reason behind it is 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,

In order to expand the brand effect and upgrade the brand concept comprehensively, we want to convey the harmony and beauty of work and life with "Balance is best balance beauty" and family type consumer dialogues.

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 up consumer demand and open the whole product series

For the current competitive situation in the clothing market, Gao Xiaoshi, a senior industry researcher at prospect network, points out that the advantage of the local casual wear brand enterprises is to know 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 local clothing, there are still many topics to be explored for the future development of the brand. The growth of local clothing brands represented by Bestn will inevitably bring Chinese consumers a practical and tasty brand impression.