Advertising: High-Profile Or Introverted?

The clothing industry is different from others.

A store is not only an advertisement, but also a mandatory advertisement.

In other words, if we do not fight, we must fight, fight and fight, and we must fight well, otherwise it is a negative publicity.

Then the question is coming. Since the store itself is an advertisement, do we need to spend money in traditional advertisements?

The general recognition of women's clothing industry is that they do not advertise. As for the money saved, they are used for opening new stores, making windows, decorating, or simply doing.

There are many ways.

Of course, there are also cases in which the opposite is true.

A domestic popular women's clothing brand tried to advertise in the setback of performance growth. From online to offline, the marketing cost increased exponentially, and the effect was better than expected.

Sales have been growing rapidly since the autumn of 2013, which is rather rare in the industry.

Men's clothing is another consideration.

Some middle-aged and high-end men's clothing brands insist on advertising for more than ten years in CCTV.

Higher than women, the degree of picking on clothing is low. In some areas, the pursuit of face is still the main driving factor for buying high value clothing, so advertising can produce better results than women's clothing.

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What is the revival of customers? The return of products has become the biggest highlight of all customers.

"I don't want to pursue any grand narrative anymore.

Even if it's just the most basic.

Everyone CEO Chen said, now just want to do the product well.

In April 1st, the long silence of all guests, rarely seen in recent years, returned to the glare of the day.

According to the old saying, the new product released by Wukesong seems to have a hidden coincidence. The road of Beijing 21 years ago started from the agricultural academy near Wukesong.

Whether from the weather or outside industry atmosphere, all customers are at a time of cold and warm alternations.

In 2007, all customers started their business in imitation of PPG. In 2010, because of the rapid expansion of the "object" marketing storm, the annual sales reached a scale of 3 billion 800 million yuan, and the marketing cost reached 500 million yuan. However, the rapid expansion of the customers quickly fell into a runaway situation, and began to adjust and lay off for several years, just as a serious illness began.

The good news is that over the past few years, customers have basically started to go back to zero, or even start business again.

The scale of the whole van company has been reduced from its peak to more than ten thousand people to the current more than 300.

As a result of the crazy expansion, SKU (inventory unit to distinguish single product) once reached millions, at present there are only 1000 SKU, and the category is gradually concentrated in shirts, T-Shirts, jeans, canvas shoes and other good areas.

In terms of brand focus, the platform V+, which was originally out of control due to rapid expansion, was once more dilated.

In fact, with the rapid development and reshuffle of the electricity supplier market, the voice of customers has been weak for the past two years.

In 2010, when customers were the most prosperous, its share in China's B2C market was once 5.2%, second only to Jingdong, Amazon and Dangdang (Tmall was founded at that time, and Ali was mainly Taobao platform).

Beginning in 2011, the van customer market began to slide, from 5% to 2%, although in 2012, the inventory cleared sales pulled back to 2.7%, but the overall downtrend has been difficult to reverse. In 2013, the market share was only 0.2%. Since 2014, there has been no record of customers in the main electricity market rankings.

Correspondingly, the number of new e-commerce platforms such as shop 1, vip.com and jumei.com has increased.

Since 2014, the road of reshaping has been placed on the product line, especially the dominant category when the product first started.

Whether this strategy works or not remains to be seen. However, compared with the previous emphasis on brand marketing and advertising era, customers have chosen to go back to their products in order to save the consumers who lost.

In fact, over the past few years, Chen has been reflecting on many occasions. At this conference, he even sent out a feeling of "being a new man".

At present, the whole garment industry is still at a low level of prosperity, especially in the leisure sector, with fierce competition from domestic and foreign brands. Overseas UNIQLO and so on are all in the fashion of fashion parity. Domestic American, Semir and so on have been working in the clothing market for many years, and have been involved in new growth points such as electricity providers, children's wear and so on.

It is worth noting that although most enterprises are taking various forms of pformation, there are not many successful cases.

"Short-term spun clothing consumption growth is still weak, electricity supplier growth is also slowing down, although there will be some callbacks, the medium and long-term enterprises should look at the pformation trend, but the pformation is not easy, the process is long."

In a report on clothing industry at the beginning of this year, Guo Jin securities is an evaluation.