Clothing Enterprises Vigorously Push The Market Segmentation

Representing Enterprises: search for special

In January 19th, in search of special announcement, the company announced that after a long period of market research and planning, it plans to launch 10 fashion brands from 2015, including 3 to 5 in 2015, and others in 2015.

According to the plan, the company will set up large and medium-sized multi brand collection stores and small single brand stores in the target regional market through the way of franchising and supplemented by direct operation. In particular, a large number of franchisees should be integrated, and small single brand stores with low rent, high profit margins and strong risk resistance capabilities should be set up in the sub market streets and communities of the regional market, so as to realize the full coverage of the sales area.

Representing Enterprises: Semir

Since 2008, the multi brand strategy has been implemented. Now it has the 6 largest agents in China, such as Balabala, barabbala, mongdodo dream and so on, the 4 largest international brands such as Marc'opolo and Mark Polo, based on the main business of "dress", relying on the operation platform of Semir and balbala two brands, and involved in the international high-end brand operation, commercial real estate, children training and film and television culture industry. It has stepped into the diversified development of the main industry, and Semir's strategic planning goal in the next 5 years has become "China's first and the world's top 20 fashion group".

At present, Semir has started the international and domestic / agent and its own / adult and children / main industry and sideline / retail and commercial real estate / various ways, and vigorously promote the development of multi brand. The next five years of China's clothing industry will enter the Semir era.

At the end of November 2014, Nike's second global and China's first women's experience shop opened in downtown Shanghai.

Coincidentally, a month ago, 1200 kilometers away from Beijing, Adidas's first women's store in Financial Street settled down.

On the surface, in recent years

Saturated, fierce competition, high inventory of enterprises, however, pnational brands have found a new profit Plateau on female consumers.

As a matter of fact, since 2013, the two big sports crocodile has begun to expand the category of women's subdivision, and cultivate women's market through research and targeted marketing activities to observe consumer needs and reactions.

Nowadays, the retail mode of the water test women's store is a more substantive step, which means that the time for harvesting may be there.

Experts comment: more and more enterprises begin to plan their distribution through various brand strategies in the various segments of the garment industry. However, from the existing situation, the multi brand strategy of clothing enterprises is generally not satisfactory.

The industry believes that, although compared with single brand, multi brand strategy can not only better adapt to the market differentiation, brand personality and improve the overall market share of enterprises, but also can enhance the risk resistance of enterprises in the case of single brand profit ceiling, but most of the brands are independent of international companies.

Many companies still have a lot of overlap with their brand positioning and consumer groups when they launch their sub brands, which results in the competition between brands themselves.