Urban Beauty: From Product Competition To Brand Competition

A press conference was held in Beijing 2015 years ago by city leaders, executives, senior financial commentators, market analysts and multimedia reporters.

On the endless noise of the Internet, "online" seems to be endowed with the whole meaning of the survival of an enterprise.

Relevant data show that since February 2014, the urban beauty has achieved its brand effect by relying on the three party e-commerce platform such as Tmall, Jingdong and vip.com. Insiders say frankly, "excellent market reaction makes online platform willing to provide better resources, and even in turn, with the help of established brand influence to obtain traffic protection."

Only last year Internet The urban beauty of the gene is too late. The proportion of online sales is only 2%. For this figure far below the clothing industry electricity supplier sales accounted for the number, city beauty vice president, chief information officer Sha Shuang is not taboo, "we are not to do business to do electricity supplier." In his view, online marketing is the right thing to do. Accurate brand positioning, reasonable price planning and quality wear experience are the key to the growth of online retailing in the future. " Urban beauty Although the electricity supplier is later than traditional retailing, the underwear industry has just entered a period of vigorous development with huge market space, "Sha said.

"In the era of manufacturing entering the 4 industry, enterprises are facing new challenges -- from product competition to competition." brand Yang Shibin, President of China knitwear industry association, evaluated the current development environment of China's manufacturing industry.

Based on the background of this era, the brand strategy planning of urban beauty has to be accelerated all the way.

On the one hand, the marketing mode of "Victoria" is fully reflected in the beauty of the city. Due to spending money to join hands with Lin Chiling, Huang Xiaoming and many other first-line stars, from roadshow to stock offering to the upcoming Asian top underwear show, city beauty is making a lot of eye and is trying to reverse the public image of underwear brand below the second tier city.

On the other hand, in order to buy famous brand Ordifen with 92 million yuan in one fell swoop, the urban beauty attempts to achieve a magnificent turn by winning the high-end user market in China.

"We have been emphasizing transformation, not because we want to transform, but to transform, not to develop branding, so there will be no bright future in the future. Only by seizing every opportunity, turning from Chinese manufacturing to China's "intelligence", and changing from Chinese production to Chinese brand, can our enterprises stand out in the domestic market and plan the development space that stands shoulder to shoulder with international brands. Zheng Yaonan, executive director and chief executive officer of urban beauty, said frankly.