Three Misunderstandings In Cleaning Clothing Brand Management

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The Xiaobian of the network introduces three major erroneous zones to eliminate clothing brand management.

Simple imitation is a dead end. Today's stress is imitation and innovation.

There are too many differences and variables in China's clothing market. Clothing enterprises need to master a set of strategies and methods that are suitable for their own characteristics so as to avoid entering into the following three erroneous areas:

Lack of clarity, lack of investigation and flattening of wrong understanding.

1, blindly follow the trend and brand positioning is not clear.

For small businesses, they want to be bigger and make brand rather than positioning according to their own reality.

1) many garment enterprises are blindly following, many processing and wholesale enterprises want to pform into brands, but the resources structure of these enterprises is not reasonable enough to support the brand.

2) brand positioning is not clear, that is, the price is high and the brand is good.

High is not necessarily good, nor is low value.

The quality of clothing brand management is determined by the size of market share in the precise positioning market.

37 degrees Love has strengthened the brand of fast fashion and delicate women's clothing from the beginning of its business, while the price is in the moderate range acceptable to young white-collar workers. Accurate market positioning helps brands quickly penetrate the market and win good reputation.

2, we don't know enough about consumers.

Jobs claims to never do market research, because consumers do not know what they really want.

For example, before the advent of the car, consumers will only say that he needs a better carriage.

But this does not mean that Jobs does not understand consumers. On the contrary, Jobs knows a lot about consumers, but he does not do market research.

First of all, we need to strengthen consumer basic research.

Now the market is changing rapidly, and new demands and new trends are emerging. You have to cater to these needs and trends.

The biggest problem of the clothing industry is to cater to the changes of consumers, strengthen the research on the human body (including body, mind, emotion, etc.), collect data, follow up investigation, and study the changes of the human body.

Secondly, we should strengthen the research on fashion trends at home and abroad.

In fact, the study of fashion trends abroad is also a study of people's emotions.

People's emotions are not static. Sometimes they seek novelty, but sometimes they reminiscence.

Men's clothing was popular in 1980s, popular in 90s, and popular again in twenty-first Century.

Why is this? Because now the pace of work is accelerating and the pressure is high. Instead, it wants to slow down in life and pursue peace and uniqueness in mind.

In short, brand management should deepen the understanding of consumers, especially the deep psychological study of consumers, and insight into the psychology of consumers.

37 degree Love recommends that the market personnel, first, do a good job in the study of consumers' body, mind and emotion, make consumer's products according to the consumption demand and fashion trend, and create the brand image that consumers love to see; two, identify the positioning of their brands, create a good environment for purchase, improve service levels, and meet their psychological needs.

3, erroneous understanding of flatten

Flat management is now being introduced, but many people do not really understand the meaning of flattening. Some even ignore their actual situation and flatten the flattened flat, and finally drop a beautiful slogan.

The common situation is that when we mention flatten, everyone will do it. Even for flatting, even the company's organizational structure has been changed. This is not acceptable. This is not a matter of seeking truth from facts.

Must be based on the external situation and its own stage of marketing and management status, if it is not objective and rational use of flat, but flat to flat, there will be many problems.

Besides, you have to first position yourself, regionally or nationally.

First, the partial market flat does not mean that the whole country can be flattened.

In the local market, there are fewer shops and fewer branches.

But for the whole country, especially for a national brand, there are many problems and it will be very difficult to manage.

Second, if the national brand is flat, there must be a huge terminal, which leads to a gap between the terminal and the headquarters.

This requires a strong service layer or intermediate executive layer to link the "head" and "tail" of the product value chain. The quality, capability and idea of the terminal operators are not consistent with the requirements of the headquarters.

If we directly serve, manage and train these terminals directly through the power of headquarters, theoretically, we do not need the middle staff to carry out the two pmission, the access is closer, the orders are more direct, but in practice, there will be no convergence between the middle and the end, leading to the inconsistency between the end and the end.

Third, the abolition of the middle tier can reduce costs, while traditional non flattening.

It will increase.

In fact, not necessarily, in different practices, different enterprises have different characteristics, which may not increase the cost.

In short, it is necessary to make a concrete analysis of the specific situation and emphasize the flat clothing brand management without any analysis.

In short, flat management is a good way.

But it can not be applied mechanically, flat for flatten, and can not ignore its reality.

Flattening is for itself better, in the right place and in the right time.

Mr. Song believes that flat management should be careful of the three misunderstandings mentioned above. First of all, identify the location, conduct experiments in a regional and small scale, and then gradually extend to a wider scope, so that the whole company will be flattened throughout the country.