What Is The Current Stage Of Luggage Development? Where Is The Road Of Competition?

1. What stage is the development of luggage and bags in China's current environment?

China is

There are tens of thousands of production enterprises in China.

At the same time, the huge population determines that China is also a big demand for luggage and bags.

However, foreign luggage brand selection.

High quality, advanced design and high added value of brand, occupy the middle and high-end market of Chinese consumption; and most of the domestic brands lack the necessary input in the aspects of design innovation, marketing, talent cultivation, brand building and so on, so their prices are low and their profits are thin, and they are in the middle and low grade of the market.

2012 is the most difficult year for China's economic development since 2000.

In the future, China's economic structural pformation will revolve around three core adjustments: economic growth will be pformed from an overreliance on investment and export driven growth mode to a balanced growth mode led by consumption, investment and exports; consumption is undoubtedly the most important core driving force in the three carriages driving China's economy. In the period of economic development mode pformation and structural adjustment, we are faced with rising demands for energy, labor and cost, as well as low carbon economy and environmental protection requirements.

The luggage industry will focus on solving the hot and difficult problems of sustainable development, industrial upgrading and low carbon economy. The green luggage industry will undoubtedly have more healthy and sustainable development potential than the extensive luggage and leather industry.

So there are many new opportunities for China's economy in the 12th Five-Year.

This also provides us with platform and opportunity to create brand in luggage industry.

Over the past 30 years since China's reform and opening up, the economy has been developing rapidly and is catching up with the developed regions and countries such as Europe, America and Japan.

Looking at the consumption trends of these developed countries, green and environmental friendly fabric bags are the future direction of China's development.

In foreign countries, especially in developed countries and regions, consumers should put an end to the use of bags containing chemical pollution sources such as PU and PVC, which are popular in China. The comfortable, natural and environmentally friendly living conditions cause bags to be made with natural skin and nylon and fabric as the main materials.

Famous brands abroad, such as Kipling in Belgium, AT in the US, Tumi in LeSportSac, Tumi in Japan, and B.C.+ISHUTAL in Japan, have been in the forefront of shopping malls and major airports in China in the first 05 years. In the past two years, some bags of bags in Hongkong and Taiwan have also entered the mainland, proving that China will become the largest market for the development of healthy, environmental protection industry in luggage and leather products.

Two, where is the competition for Chinese original brands and bags?

Nowadays, the production of Chinese fabric bags is not good, the brand building has not yet been highlighted. The consumer brands are represented by Winpard, Hendry, DAPAI, Oiwas, Austrian king, Philippine Du Du, Karajan, Wilson, Moss card, kasso Union, bin Hao, crown, Asian Leopard and so on.

Where is the advantage of Olympic champion? We must first analyze the advantages and disadvantages of these original Chinese excellent brands.

First of all, product positioning: Winpard, Hendry, DAPAI, Oiwas, represented by the luggage brand, including Austrian luggage in the early 2012.

In the development of products, men's bags are the main products. They pay much attention to the price performance ratio of the products and concentrate more on their quality, but the investment in original style development is too little, and the fashion novelty is lacking. The homogenization of products in the industry is serious.

Product innovation is to be invested, and we all do not want to take too much risk. All consumer groups are mainly concentrated in the middle and low class, and the price positioning is mainly based on the bottom price.

Secondly, channel promotion: the brand listed above is low in product positioning, development is not new, consumption is slow, so sales channels are mainly concentrated in three or four line shopping malls and large and medium business super.

Sales volume is big, but the brand construction investment is small, some have not even invested in brand promotion and promotion.

More can not provide brand service and experience, brand added value is not high, can not go to high-end shopping malls.

Thus losing most brand awareness customers.

Finally, the business model: represented by the "Shang Chao faction", although it has a history of over ten years in China, some have even been rooted in the public for thirty years.

But now the Chinese people have long been divorced from the food and clothing line, especially in the era of brand consumption.

The Chinese original brands stuck in the cheap supermarket failed to keep pace with the times, and the terminals had no image to speak of; the service and experience provided by the brand were also unable to start. From the manufacturers to the consumers, they were the most traditional ones, and they sold products for business.

In this traditional way, all things flow and all bones rise and fall. Finally, no one can be the winner.

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Three, Austrian king is king after all. How does differential competition win?

To achieve Austrian Wang, the first brand status of China's luggage and bags chain, we must be clear about the current environment of the Austrian luggage and bags. The Austrian luggage is being pformed in four ways:

First, change from export to domestic market. Although this change has been going on for over a year, it has not yet completely changed.

Second, from production oriented enterprises to marketing oriented enterprises;

Third, change from production orientation to market orientation;

Fourth, from industry brand to consumer brand change, not only let the industry know, but also let consumers know and use.

Although Austria has domestic sales, it is still focusing on export sales, and is still very weak in consumer oriented brand building on the market orientation.

In terms of basic marketing power (4P equilibrium, store owners' promotion, KA's national layout, and agent's national layout), it is still not strong enough.

In 2013, Austrian Wang focused on completing the marketing layout, enhancing the basic marketing power, completing the brand building and building the brand competitiveness.

To build brand competitiveness, we must first build a complete brand element. Before constructing, we should make clear the brand positioning. Only when strategic positioning is clear, can the brand develop direction.

First look at the following two types of brand development:

International brands: Belgian Kipling, American AT, LeSportSac music, Tumi, Japanese B.C.+ISHUTAL Yin Suo, diplomats and other brands are set up by the development of China's high-end department stores, and continue to help improve their brand influence with department stores, and will set up core strengths in certain categories of products, in order to lay a brand foundation, they meet the needs of China's high-end customers, and in these groups have formed a certain understanding.

Domestic brands: Winpard, Hendry, DAPAI, Asian Leopard and so on are developed with the help of China's circulation wholesale agents. Through circulation, they can take as many rich products as possible to meet the needs of the general public in China.

Even later, some brands, such as Oiwas's mainstream supplier in KA, are still meeting the needs of the public.

In view of the brand positioning, business mode, Austrian King's product line and Austrian King's terminal channel, we can be clear: in the agency channel, Winpard, Hendry, DAPAI, Oiwas and so on are not the biggest competitors of Austrian Olympic Games. We can also say that the international and domestic brands listed above must be specific to a brand.

Because the differentiation strategy of Ao Wang brand decides the asymmetric competition strategy with the above brands.

There are more and more asymmetries in the market competition: multinational companies are turning to Chinese flavor, local brands prefer to wear foreign coats only to win consumers' trust. Resource-based enterprises do not dare to be more arrogant, and the miracle of small and micro enterprises is constantly emerging. All these phenomena prove that the same answer, even if some enterprises have some advantages and maintain their favorable position in competition, no enterprise will remain competitive forever.

The asymmetry of the pattern seems to be inviolable, in fact, in fact, the market is always on the stage of the rise of a giant and the rise of a new person.

Asymmetric marketing is a marketing battle subdividing and competing for customer groups under the circumstances of asymmetric potential, asymmetric information and asymmetric resources. Enterprises should find a breakthrough in the asymmetric environment and create their own miracles.

Austrian King bags are based on this theoretical system, such as reasonably increasing the functional characteristics of products, improving product lines, increasing usage scenarios, using frequency and increasing average usage.

Of course, it is more important to find and attract potential customers, not only in the existing target market, but also in the blank area.

How can Austria find the difference between asymmetrical marketing competition under strong internal and external brands?

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1, the concept of differentiation: business upgrading can generally be summed up in three stages: first, sell products, products sell well, and then upgrade to sell brands.

Most of the bags in China still stay in the low-end market of selling products, when the price is competitive. Ao Wang has launched the market with the famous brand of 28 years bag and suitcase industry. He spent a lot of money to invite Hongkong brand planning company to design the terminal image recognition system VI and the space recognition system SI of the Austrian brand.

The Olympic brand will be directly upgraded to China's consumer brand, which is permeated with international taste.

It distinguishes itself from the vast majority of luggage manufacturers, the concept of differentiation, high position, brand is better.

2, promoting differentiation: in 2012, Austria's domestic market began to launch heavily, and promoted interaction with many newspaper media, industry websites and major TV programs. At the same time, it laid large outdoor advertisements, especially the popular star Huang Shengyi.

The charm and value of the brand can be perfectly pmitted; the initiation of the business model of franchise chain has led to the introduction of a set of large media such as CCTV, CCTV, two central broadcasting stations, Xinhua news agency, people's daily and so on. It can be said that the spread of Olympic brand is not two.

Opened the era of small brand advertising big bang.

This is a typical symmetry marketing method that subverts traditional small brand promotion.

The promotion of differentiation will quickly push the Austrian luggage to the front line brand camp.

At one time, other domestic luggage brands were thrown into an array of old brands.

3, product differentiation: positioning in leisure, fashion, environmental protection, quality Austrian luggage 2012 launched the whole category strategy.

Compared to China's hot multinational brands Belgium's Kipling, the American LeSportSac music poetry, Japan's B.C.+ISHUTAL Yin Suo, Austria Wang's main women's bag is a collection of many international brand design.

It is very similar to ZARA's "fast fashion" business strategy, so that the style and quality of international brands can get civilian consumption in China.

At the same time, consumers will buy the three core elements of the brand: quality, price and style.

Analysis is made on the importance of terminal basic explication: the most critical quality is also the most obvious element in the terminal, and the price is basically dominant in the terminal.

It is consumers who can directly perceive it quickly; the style is the most dominant in the terminal, and it is the first feeling of consumers' vision.

Therefore, under the condition of ensuring the quality and price advantage, the main focus is on the development of new products for women's bags.

This is the Olympic bag of women's bags, which is different from the product categories of all bags, such as Winpard, Hendry and so on, which are mainly packed by men's bags. The organizing structure of Ao Wang covers women's bags, men's bags, drawbars, backpacks and small pieces of the five major product lines, with international brand bags and domestic single category well-known brands as learning friends. The whole product portfolio is like a combination of boxing to overwhelm all competitors.

4, channel differentiation: in the channel design, Austrian Wang avoids the traditional mode (wholesale agent). After a comprehensive analysis, it is concluded that if the brand wants to go up the shopping mall and compete with the pnational brand, Austrian king has no international brand advantage; if the brand wants to sink and go through the wholesale and retail channels of the supermarket, Austrian king will not have the advantage of environmental resources; and now the new main channel of shopping is monopolized by the consumer group. However, the domestic bag and suitcase industry has not yet formed the sales mode of the exclusive store. The reasons for this are, on the one hand, many so-called brand cloth bags are not fully invested in China.

They themselves have not yet studied the survival elements of product portfolios in franchised stores. They do not know how to use their products, use frequency and increase their average usage.

Providing customers with high quality products and good services, providing customers with products that can be consumed quickly and repeatedly, which is also the reason why Austrian fashion women's bags account for a large share.

5, mode differentiation: franchise franchise mode is the most advanced business operation mode in twenty-first Century. Austrian king is located in the first brand of China's luggage and package chain. It is the first one in the luggage and bag industry, which is different from the traditional wholesale and retail business mode.

In addition, with the help of the policy of "0 join +100% exchange +100% return container =0 risk", a fast duplicated franchise system has been established, which has achieved many advantages, such as strong research and development, rich products, market protection, stable profits, strong support, low risk, and other priority in product structure, production, marketing, advertising, terminal management and so on.

Improving the franchise mode ensures the fast development of the franchisee, and the momentum of keeping the brand and making money easily.

The differentiation of marketing mode has laid the triple win situation of the Austrian brand from factory to merchant to consumer.

The Austrian King bag eventually innovated through some asymmetric marketing competition strategies, constantly innovated in the war of market segmentation and customer group competition, followed closely with the market in the assimilation and penetration of pnational brands, and acted in a fit and responsive manner in the peer relationship.

Finally avoid its edge, make another way to achieve Olympic king, the first brand status of China's luggage chain.