• <abbr id="ck0wi"><source id="ck0wi"></source></abbr>
    <li id="ck0wi"></li>
  • <li id="ck0wi"><dl id="ck0wi"></dl></li><button id="ck0wi"><input id="ck0wi"></input></button>
  • <abbr id="ck0wi"></abbr>
  • <li id="ck0wi"><dl id="ck0wi"></dl></li>
  • Home >

    How Does The Domestic Clothing Brand Revival And How Can The United States Avoid Becoming The Next Lining?

    2015/12/21 10:49:00 89

    Mei BangCostumeLining

      

    2015 is

    Metersbonwe

    20th anniversary, whether it is the title of "wonderful flower", almost all the post-90s are familiar with the "app" or "MTEE" advertising, and have invited a group of entrepreneurs who are the leaders of the post-90s and the heavenly kings to speak with the heavenly king. They are everywhere promoting the ambition of the 20 year old American state to capture the same age consumers and occupy the Internet.

    However, the birthday gift of the United States is not a bitter victory but an ugly three quarterly report: it is expected to lose 300 million to 450 million yuan in 2015.

    History is always strikingly similar.

    In 2010, at the age of 20, Li Ning Co decided to throw heavy gold into the brand, and changed the ceremony under the spotlight of many stylistic stars.

    What happened later is known to all. In 2012, the annual report shows that Lining's annual income fell by 24.5% compared with the previous year, while the company lost 1 billion 979 million yuan.

    It was the first time that the company had been on the market for the first time in 8 years. Lining was "out of favor".

    Behind the disgrace, the United States and Lining both made the same mistake.

    They pay too much attention to the sales data, store data and consumer behavior data of the market operation, and judge the next strategy and tactics according to these data. But it is these beautiful data that obscured the eyes and ignored the implicit attitude data behind the user behavior. There are too many possibilities information that can be excavated.

    For example, Taobao, as a data platform, knows what consumers browse, what they buy, how much they buy, how often they buy it, how long it takes each time, but they do not know why consumers browse, why buy, buy satisfaction, dissatisfaction, why they are satisfied, and whether they will recommend it to their friends or not. This is the consumer attitude data.

    As the leader of sports apparel, Lining can hardly find such a unique national sports brand, but it was overtaken by the later Anta.

    At the 60th anniversary National Day celebration, Lining, the founder of the brand, appeared on the Olympic flower car wearing a Anta brand sports jacket. I think his pain is beyond the understanding of the outsiders. "Lining

    Smith Barney 2011-2015 financial indicators

      


    I particularly appreciate Christensen's philosophical view of Agnosticism, which is agnosticism.

    The book talks about "unknown marketing": when making any business plan, first assume that all his predictions are wrong.

    But few decision-makers can deny their predictions and take the time to understand consumers' viewpoints, attitudes and causes.

    Usually, an independent brand's market budget and promotion plan is based on the market operation data of the previous year, plus the viewpoint, attitude and analysis of the decision team.

    These data can be easily obtained from computers in offices. These data only record users' past behaviors, such as how many products they sell each quarter, how much they increase year-on-year, which products are sold more, and which areas sell more. Based on the prediction of behavioral data, they neglect more important data: consumer attitudes and value choices.

    Just imagine, if policymakers do not know the attitude and causes of their core consumer groups and potential main consumer groups in choosing brands and commodities, what is the difference between the business plan of the former sales data and their forecasts and the "carving the boat"?

    In those days, Lining was fighting for the sword.

    Whether it is "Anything is Possible" slogan or "Make the Change" and Nike's "want to do" (Just Do It) is not much different in essence, its market share is similar to Nike at the early stage, but their consumer groups are quite different in their attitudes and causes when choosing brands.

    Lining's price rise in 2010 was the last straw, and consumers found that their price was going directly to Nike. Some of them went straight to Anta store and another part went to Nike ADI.

    Therefore, with the analysis of user attitude data, it is necessary to establish a user attitude model and find deeper needs from the difference of results.

    Our cognition of things creates new things. Before you fully understand consumers, it is blind, dangerous and even fatal to make a business plan.

    Through user attitude data, we can explain the causes behind user behavior and reduce the risk of prediction based on behavioral data.

    In 2012, the United States launched a "one city, one culture, one store, one story" shop upgrade, hoping to pform 100 offline stores, allowing traditional stores to embrace the Internet and get consumers' new recognition of the United States.

    Take Hangzhou as an example, the flagship store of Hangzhou is the first O2O flagship store that has been pformed. It has been changed to "central station style". The hall has been pformed into a waiting hall. The fitting room is designed as a train compartment, and the shop also provides coffee snacks.

    The newly opened Chongqing Xinhua International store moved the new art workshop into the shop.

    However, over the past 2 years, whether Chengdu, Hangzhou, or the newly upgraded Chongqing experience shop are very few visitors, and the expectations are quite different from the real ones.

    Every day, 300 thousand consumers come to more than 4000 stores in the United States. About 30% of these consumers end up being customers, and 70% are lost for various reasons.

    Before we want to get consumers' new cognition of brand, brand needs to understand consumers first.

    For now, the United States knows why 30% of consumers choose to buy, why 70% of consumers leave, and then start making changes. This is how the United States can avoid becoming the first step of the next Lining, and also truly embrace the Internet.

    "Understanding

    Consumer

    "It seems that everyone knows that this can help traditional enterprises get through the two pulse of pformation.

    When Jack Welch became the first in the world at GE, he said, "you know, but we did it."

    The era of big data has given enterprises the possibility of obtaining numerous data. Decision makers have made performance analysis in various pie charts and broken line charts. Brainstorming, which has been surging in the focus group, has found the so-called "consumer" insight. However, we haven't collected consumers' attitude data in a continuous, scientific and effective way, and understood the value choices and viewpoints of consumers.

    Lining's Waterloo has only one reason. Without knowing its audience and losing its profits, it naturally loses its chance to belong to it, and can not continuously innovate to cater to the changing tastes of consumers.

    We hope that the United States will take the first step of change and understand consumers.

    market

    Demand, do not repeat the same mistakes.


    • Related reading

    Sales Of Cotton Cloth Are Not Large, Prices Are Down Slightly.

    Market trend
    |
    2015/12/18 15:37:00
    24

    The Pain Of The Pformation Of Cotton Enterprises In Mainland China! Survival Of The Fittest

    Market trend
    |
    2015/12/18 9:13:00
    14

    New Changes In China'S Import And Export Have Become A New Turning Point In The Development Of Foreign Trade.

    Market trend
    |
    2015/12/16 10:31:00
    51

    The Three Labor Intensive Industries Are Facing The Risk Of Export Decline.

    Market trend
    |
    2015/12/14 11:06:00
    36

    Ten Major Signs Of 2016'S Re Emergence Of Physical Stores

    Market trend
    |
    2015/12/9 16:10:00
    81
    Read the next article

    The Ankle Coat Is Fashionable And Versatile.

    One advantage of ankle coat is that whatever you wear, it fits perfectly with the ankle coat, because the length is enough to wrap up all kinds of collocations.

    主站蜘蛛池模板: 免费福利视频导航| 国产suv精品一区二区33| 午夜视频在线免费| 亚洲av无码专区在线厂| a在线观看免费网址大全| 美女露胸视频网站| 最近免费中文字幕视频高清在线看 | 无码人妻一区二区三区av| 国产精品一区二区欧美视频| 亚洲图片第一页| 亚洲国产精品综合久久20| 极品精品国产超清自在线观看| 国产精品xxxx国产喷水| 九九久久精品国产AV片国产| 麻豆精品一区二区三区免费| 日本在线观看电影| 哪个网站可以看毛片| 一个人看的片免费高清大全| 老子的大ji巴cao死你| 性伦片美国刺激片在线观看| 免费人成网站在线观看欧美| 东京加勒比中文字幕波多野结衣 | 男人j进美女p动态图片| 性色AV一区二区三区无码| 免费看污视频的网站| 99re热在线观看| 波多野结衣1048系列电影| 天天澡天天摸天天爽免费| 十三以下岁女子毛片免费播放| √8天堂资源地址中文在线| 波多野结衣在线视频观看| 国产精品久久久久久一区二区三区| 久久青青草原国产精品免费| 蜜桃麻豆www久久囤产精品| 性色欲情网站iwww| 亚洲第一黄色网址| 日本亚洲精品色婷婷在线影院 | 国产精品自在在线午夜出白浆| 亚洲精品无码不卡| 天天视频天天爽| 无遮挡亲胸捏胸激吻视频|