The Channels For Clothing Industry To Go And Where To Go Are The Ten Questions That Practitioners Must Think About.

Ten key issues that must be seen in the clothing industry: or farming?

Not only practitioners but also outsiders can clearly see that the industry is going downhill.

But whatever we do is mixed.

The industry does not have no bright colors, and maintains more than 20% of the growth figures. In the quarter, those who sell out at a rate of more than 90% have been there. The high-end brand low-end brands have both hands. Is there really luck in the birth of the myth? In fact, these brands just want to know ten questions.

In the past four or five years, although the market capacity of cities and towns has been expanding continuously, their performance is not inferior to that of other industries, but practitioners clearly see that

The industry is going downhill.

Why? Before 2010, Brand Company was most anxious about finding the source at both ends.

As long as shops and factories are found, cash is rolling in.

Now, it is good to be able to make spot rolling.

In the plight of various development strategy problems such as inventory pressure, electricity supplier impact, brand positioning and design contradictions, enterprises suddenly discovered that experience accumulated over the past decade or even decades has not worked.

Everyone is being bundled up, entangled in how to make an electric business, hesitating whether to continue to develop franchisees, the brand positioning and investment, commodity planning and design are weightier than others.

However, the industry does not have no bright colors, and more than 20% of the performance is maintained. In the quarter, those who sell out at a rate of more than 90% have been there. The high-end brand low-end brands are also good at both hands. Is there really luck in the birth of myth? In fact, these brands just want to make clear ten questions.

Look at these questions. Do you think it's easy?

This is actually the two question: how deep can the channel sink? Is it still not the driving force for future growth?

A foreign fashion clothing brand has entered China for less than ten years, and has always adhered to a second tier city, never sinking to the three tier city.

Up to now, there are nearly 200 stores, and the annual store efficiency and annual efficiency have left most domestic brands far behind.

Insisting that it does not sink temporarily seems to be a luxury line, but in fact, the brand price is only a few thousand SKU.

This persistence stems from concerns about the different tastes of consumers in low level markets, and concerns about management problems caused by expansion.

When almost everyone is emphasizing low market opportunities, this approach is thought-provoking.

Of course, there are also successful examples of doing business in a wide range of markets across the country.

A foreign clothing brand has entered the three or four tier city for more than ten years, and announced that the opening of the store is still the focus of the development strategy.

The brand's store performance and efficiency performance is not the brand in the previous case.

This broad shop strategy comes from confidence in the Chinese economy, confidence in the clothing industry, and confidence in its own brand, and whether it applies to all brands is open to question.

Problem two: brand extension: specialization or broader?

Many of them can seize resources, but the new brand positioning is hard to really implement. The development of scale seems to have bottlenecks. The essence is to concentrate on farming. But when the main brand growth is weak, opening new brand seems to be the most convenient way to quickly turn the corner.

"If we want to do it, we must do the first brand well, do well, and open second brands."

There is no doubt that a domestic fashion dress that insists on the development of a single brand.

They believe that as long as the brand is good, channels and suppliers will naturally take the initiative to keep up.

At present, the brand sales have nearly 2 billion, still maintain the two digit growth, also can be regarded as a big and small myth.

Those who choose to take multi brand development are relatively more successful.

A total of four or five brands of domestic popular clothing brand group, covering men's clothing,

Children's clothing, it is rare that every development has scale and growth rate, and consumers have the highest recognition and reputation for all their brands.

There are more than ten brands of another brand of domestic popular clothing brand, which are still expanding.

Although many people sweat their unscrupulous brand expansion, the performance of the brand has increased 10 times in five or six years.

Problem three: Advertising: high-profile or introverted?

The clothing industry is different from other consumer goods. Stores are not only an advertisement, but also a mandatory advertising.

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, doing window decorations, decorating, or simply promoting sales.

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 high-end Chinese men's wear brands, which insist on advertising for more than ten years, believe that male consumers need advertisements, because men's brand loyalty is higher than that of women, and the degree of picking on clothing is lower. In some areas, the pursuit of face is still the main driving factor for buying high value clothing, so the effect of advertising will be better than that of women's clothing.

Problem four: product mode: which is more or less?

In simple terms, the product mode is nothing more than the relationship between the balance number (width) and order quantity (depth).

During the rise and fall of brand development, enterprises will pay more attention to the development of new style and new category, while in a stable development period, this problem is easy to be ignored.

Enterprises should establish relevant mechanisms to immediately adjust the dynamic balance between the two in brand development.

A high-end brand of women's clothing can be described as a successful representative of "a small amount of money".

The brand stores are large and the styles of products are sparse, and efforts are made to create a sense of hierarchy for each one.

In fact, the brand is high and premium is high, and it focuses on improving the shopping experience of consumers.

A small amount of money, in fact, is the story of unlimited service.

In comparison, a small amount of money may be more suitable for attracting fashionable consumers.

The fashion brand of a foreign country keeps up with the trend of fashion week and street pads, with many styles.

Consumers sometimes complain that often the brand breaks off the code, but this is the strategy of hunger marketing.

But the key to this model lies in the support of the design team, scale effect and logistics maturity. Without these support, we will eventually learn a bunch of high cost stocks.

It is easy to cause inventory risk and there are many more product models.

The domestic popular women's wear brands benefit from the deep penetration of the three or four line market, adopt a large number of models, speed up the market reaction speed, close to the international fast fashion brand refurbishment speed, pricing the people, the rate is not high, but the result is also good.

However, once the demand for business is reduced, the risk of inventory will follow.

Contrary to the popular fashion of "fast fashion", a foreign popular clothing brand takes a slow basic way and adopts a small amount of money.

The total number of SKU in a year is only 800, of which a large proportion is the basic one, that is, those with a large number of consumers and a large number of consumers buying back.

The brand has already made product planning in the past two years, and the previous market research, consumer research and commodity planning are meticulous and leading in the industry.

Every 3-4 years, the R & D team will develop a series of new products with main concepts, or make breakthroughs in functionality or fabric.

This kind of star products can sell for more than 5 years. There is no need for brands to follow the fashion trend.

Besides the product mode, the brand's internal management ability is very strong, and its corporate culture is very unique.

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Problem five: product led: planning or design?

Commodity planning and design seem to be natural enemies, especially in domestic enterprises.

In fact, to a certain extent, the weight of design development and commodity planning will vary according to the design character and commodity character of clothing brand.

A domestic high-end women's clothing brand group is created and owned by the brand principal designer, with sales exceeding one billion levels.

External investors bring capital and new business ideas, which makes the importance of commodity planning increasingly prominent.

Now, the key nodes, such as the rhythm, the number of styles, the final decision of the style selection, and the order, are still from the key nodes.

Leading, but the newly established commodity planning team still brings the gospel to the direct and dealer teams. The commodity planning framework based on the rational analysis gives the two teams an unprecedented high efficiency and clear direction.

Another domestic high-end women's clothing brand group basically has no product planning team, which is a typical design dominant type.

From the display to the structure to the pricing, the designer is determined by the designer's mastering of his own brand and product.

In the whole industry, more and more emphasis on commodity planning today, is also an alternative.

The commodity planning team of a domestic clothing brand women's clothing department belongs to the leading representative of similar enterprises in China.

The company believes that commodity planning and design and development teams should jointly ensure that clothing design conforms to fashion trends and brand positioning.

In the process of cooperation, commodity enterprises