Broadcast: Broadcast Breaks Through The Bottleneck Of Homogenization And Dares To Challenge

At present, the market competition of Chinese women's clothing industry is changing from simple price competition in the past to the comprehensive competitiveness of product culture and brand connotation.

In the face of increasingly fierce competition in the market environment, in the long run, only those brands that stick to their original design and skillfully combine eastern and Western aesthetics can go further.

In recent years, the entry threshold of garment industry is not high, and there are many entries.

After the market is saturated, the phenomenon of product homogenization is becoming more and more serious.

The author found that the phenomenon of similar fabrics, similar prints, the same "star cottage", big brand design and blind application of fashion trends can be seen everywhere.

In this regard, the industry said that there are many reasons for the homogenization of women's clothing products, in addition to vague brand positioning, lack of innovation in design is the main reason.

By the end of August, the price war of major garment brands had started.

"Full summer wear 6 fold", "shopping 200 full reduction of 50 yuan", "VIP points for ritual, exclusive membership discount"... In a shopping mall in Xidan, Beijing four floors, women's clothing stores outside all kinds of discount information is particularly eye-catching.

Unlike other brands, "broadcast: sowing" without any promotional logo outside doors appears to be "different".

In the shop, there are dozens of consumers who choose to buy fitting clothes outside the fitting room of less than 10 square meters.

Ms. Ma, who is shopping in the shop, told the author that she had also bought many other brands of women's clothing before, and was attracted by a simple and novel down coats in 2009.

"Loyal fans".

"In the past two years, I have been wearing" broadcast: sowing "clothes, the style design is quite special, the personality is not yet publicized, the quality is very good, the price can also accept, the most important is that it is not the main street's money, is suitable for us to be engaged in the white-collar work artistic young woman, Ms. Ma said.

With the improvement of economic living level and the changing of consumption concept, clothing and clothing represent the fashion taste and cultural conservation to a certain extent, and the brand awareness of consumers is also more intense. More and more young women have put forward higher requirements for this.

In recent years, with the rapid development of China's women's wear industry, a large number of local women's clothing brands with considerable strength have emerged. "Broadcast: broadcasting" is one of them.

According to statistics, up to now, "broadcast: broadcasting" has nearly 800 stores and shopping malls counters in the whole country, covering 25 provinces in the whole country, and the market share has increased from the initial 200 million yuan to 2 billion 500 million yuan this year.

In the overall decline of the traditional clothing industry, the annual growth rate of more than 30% is even more pleasant.

At present, the high inventory pressure of clothing enterprises makes discount sales a normal form of industry.

In response, Wang Tao, chief designer of "broadcast: broadcasting" brand center, said: "we will also choose some time discounts, but less, not as much as the circulation brand.

Discount will bring some damage to consumers' cognition of brand, so we have been insisting on less discount and no discount, giving consumers a more unified brand image.

Moreover, we are a design oriented brand with annual inventory kept below 10%, so there is a greater chance of no discount.

As the domestic brand of local women's clothing, "broadcast: broadcast" has been researched many times, and in 2015, it took the brand new positioning of "urban literature and art" as its brand.

The pition from romantic pastoral to western popular and Oriental intellectual women's clothing is different from the positioning pattern of the previous design, and how to attract the target group more accurately has become the top priority of the pformation.

It is said that the market predicament has prompted a sense of crisis in broadcast: broadcasting, and the awareness of brand positioning has been gradually strengthened.

"We always believe in the law of attraction. It is impossible for a brand to make everyone like you. If we can assemble a group of people who are very precise, we can appreciate them from their hearts.

They will generate a strong magnetic field and attract more loyal fans who share the same interests with her. "

Whether it is a woman who occupies the fashionable headlines and frequent bump shirts, or a "similar money" which is surprisingly similar on the road, from the current market perspective, we can easily find that strengthening brand independent design and R & D capability, eliminating blindly following the trend and making differences with details will become a "killer" for improving the loyalty of consumers.

Unlike other design brands, only 8 main designers' broadcast: slots do not have any advantages in quantity. But in design, they advocate using Western elements to tailor the "broadcast: sowing" that suits the Orient's physique concept. They always insist on independent R & D design, seek the consumption point from the source, and closely integrate the needs of consumers with high quality design.

"First of all, our designers are customers. They are young people with profound literary and artistic feelings and feelings. The consumption demand for urban art women is fully understood and controlled by the trend. Secondly, we add some new fabric elements in every new product, and insist on increasing the input of core technology such as Edition, technology and fabric to enrich our products and give consumers more chances. Finally, our design and R & D team are very fluent, and the design scheme is completed by the group, maintaining the integration of the brand in design and merchandise, insisting on the design and leading the commodity, serving the core social service," Wang Tao introduced.