It Is Difficult To Make Clothes Processing And Create A Clothing Brand.

In the first half of 2016, sales growth slowed down in China's clothing industry, the cost continued to grow, and profits continued to decline. It has become a trend. Clothing, food and housing, clothing is the first choice. It should let consumers: pleasing to the eye, buying at the right time, buying happily, all of which can be summed up as "pleasure" in the end. Clothing is a manufacturing pleasure industry.

The clothing industry generally reflects that it is hard to make clothes processing and create brand names. Why do consumers change clothes more and more frequently, but there is no strong driving force for industry growth?

Among the nine categories of clothing products, sportswear only achieves the simultaneous and rapid growth of revenue and net profit. This is not a partial, phased phenomenon, but an important trend.

The background is: fitness exercise is getting more and more attention.

Among all the fitness people, the most valuable ones are those with high annual incomes, about 35 years old, and married men! They play basketball, swim and ride 2-3 times a week, and keep running every day.

All these activities require specific clothing, shoes, and

And related equipment, this is a huge market that is being breeds.

Fitness should not become the "patent" of the elderly. Fitness should become an important part of life and a habit of life.

From this habit, there are fourth things in life except "three things: eating, pulling and sleeping".

The listed companies do not seem to attract the eyes of female buyers who are known for their "bad girls".

There may be many reasons for this, but the "brand names" of women's clothing, such as La Natsu Bell, Ke Letil, Alice, Alice, and wicknex, lack the characteristics of "personality" and "easy to remember" compared with casual wear and men's clothing, and there are obstacles to promotion.

There will be a major change in fashion brand promotion.

A survey by Shanghai Business School found that almost everyone in college knows "Hai Lan Jia", which is directly related to the brand promotion strategy adopted by the company.

The company takes the cooperation with popular variety shows, such as the great challenge and the strongest brain, to recruit celebrities with netting characteristics as a spokesman for Harean's brand.

Through interaction, consumers' stickiness and repetition rate were increased.

All customers like, we have to like; all customers do not like, we also like to give up! This is the supreme principle.

The footwear market will usher in a new era.

At present, there are more and more kinds of shoe stores. But with the increase of consumption level and the upsurge of nationwide sports, the footwear market is becoming more and more subdivided, and it needs clearer positioning to better guide consumption.

More than 10 years ago, professional women liked to buy Daphne, but now consumers are not satisfied with the "Lady" and "career" product positioning.

Shanghai Business School's recent survey of some college students shows that clear brand positioning, intimate brand promotion, brand display at the store, on-site brand experience and elegance and comfort are the main factors determining consumers' purchase of footwear.

According to a survey conducted by university students in Shanghai Business School, less than 60% of respondents who know Daphne brand have about 10% of respondents who have purchased Daphne products.

The Daphne daily also showed that the core brand sales point decreased by 450 in the first half of 2016 compared with the same period last year, a decrease of 17.3% over the same period last year. However, there are still 5147 outlets in the country, with a deficit of over 100 million yuan.

Some respondents said that the purchase of shoes is often the decision of comfort. Cage, a brand named SKECHERS, is not cheap. Shoes are not written in Chinese, nor are they easy to remember. But after the first try, they decide to buy it, and recommend it to their parents, colleagues and friends. The first reason for buying is "walking comfortably".