Taiwan Costumes Clothing Brands Use Data To Highlight Tight Encirclement

The name of Taiwan clothing brand was founded in 1977.

In the spirit of complementing and complementing teamwork, the concept of good faith in value for money and value for money has been favored by more and more people.

Development course

In 1977,

It was founded in Taiwan.

In October 18, 2011, he opened an official store in Taobao mall and began to set foot in e-commerce.

The independent B2C platform was formally launched in April 2012.

The independent B2C platform was formally launched in April 2012.

Product type

The brand positioning of women's clothing is a white-collar woman over 30 years old. The theme expressed is the relaxation in tension, and the fashionable brand concept in mature and dignified fashion.

As a women's clothing brand located in middle-aged white collar, sales have always been among the top brands in the country. Let's see how the brothers do it.

Marketing strategy

In China

On the other hand, the "women's culture" takes the "Confucian culture" as the brand connotation and occupies an important position in the domestic women's clothing industry with its accurate target market positioning.

The brand of a brother is no more than two price, and its color is not whistle. Its price is high but not expensive. It is cut and stickers not tight, which is aimed at the appetite of this group of consumers.

One of the important reasons for the success of the brand is that the strategy of market segmentation is properly chosen. In other brands, most of the products are located on young people. When the competition is fierce, the elder brothers are aiming at the backbone market of middle-aged white-collar workers. They have done enough articles from clothing design, marketing network to image design, and thus get the favor of consumers of this age group, and have always been among the top sales of women's clothing in China.

Women's clothing is one of the more successful clothing brands in the market segmentation strategy. Over 30 years of age, women's lives are exquisite, requiring decent and beautiful clothes. However, traditional clothing concepts and physical limitations restrict them to fashion and fashion brands, and they are just solid consumers.

The secret of the success of the women's clothing is to solve the problem of dressing.

Audience group

From the age distribution map, we can see that the main consumer group is 30-39 years old, followed by 20-29 years old.

30-39 the consumption group of the age group is the main group of clothing consumption. It is the group that buys the highest value of single clothing among the consumer groups. However, most of the group's outlook on life and values are relatively mature, so they have their own preferences for style and fashion. Quite a few of them have their own favorite brands. The acceptance of new brands is low and shopping rationality is the majority.

The consumer group of 20-29 years old is the most important group of clothing consumption. It is the group with the largest frequency of clothing purchase and the larger total purchase amount in the consumer group, but the brand loyalty is not enough, but it is the most potential consumer group. The younger brother can design some young products for these groups to attract these potential stocks.

Search source

From the source distribution, we can see that the main channel of concern is the electricity supplier, of which the electricity supplier is dominated by Tmall mall and Taobao.

With the rise of the electricity supplier in recent years, the younger brother also pays more and more attention to the development of online sales. In 2011, he entered Tmall and set up an official flagship store. In the past 6 years, more and more consumers were concerned about the shops. The number of shops concerned now was nearly 200 thousand, the store descriptions were consistent, the service attitude and logistics services were higher than 50% of the same industry.

The brother who has always adopted the same price selling mode is closely following the festival's hot spot. When Tanabata Festival is held, Tmall official flagship store implements the time limit full gift activity, not only to attract consumption, but also to give back to the old customers.

User voice

Products have always been the basis of brand development. In the product topics of consumers, consumers are most concerned about quality, while the best brand is the best, and the worst is function.

Fashion, comfort, good quality, good-looking are the main positive evaluations of consumers to their products. It shows that the consumers are satisfied with the quality and appearance of the products. The negative evaluation mainly includes buying large and thin, etc., from which we can see the negative voice of consumers on product size and functionality.

This also reminds the brother to make more efforts in this area, improve the product size and function problems, improve the product's performance price ratio, and use more cost-effective products to maintain more repeat customers.

Urban distribution

The sales channel of brother is short channel, self marketing, consignment, online sales.

In the form of direct counters, the brother established a nationwide marketing network and perfected a unified brand image at home.

The list of sales in the market has always been among the best.

From the urban distribution map, we can see that the shops of the brothers are all over the provinces and cities in China, and the proportion of the three tier cities is more than half, mainly due to the product positioning and product prices of the brothers.

As a professional white-collar dress around the age of 30, white-collar workers in the second tier cities have more brand choices, and they have higher requirements for the quality and style of the products. Instead, the younger brothers in the middle and lower price range are in greater demand in the three tier cities, and the price of the small cities in the four or five line is higher, so the three line cities occupy a large proportion.

Conclusion:

Brother insisted on his unique price strategy, relying on real cost performance, quality service to win customers.

Making use of the difference of consumer demand and the importance of demand potential, selecting the target market according to the subjective and objective conditions and the market competition situation, and formulating marketing strategies for the target market, taking advantages and disadvantages, maximizing the resources advantages of enterprises, and combining the marketing factors such as product prices, sales promotion and distribution channels to form a strong market penetration.