A Few Misconceptions About Chinese Women By Marsha General Store

According to the world clothing and shoe net, since 2018,

One of the biggest news in the industry is nothing more than

Full launch of China

。

Following the announcement of the closure of 10 shops in the mainland of China in the second half of 2016, Marsha's last flagship store in China, Tmall flagship store, also posted a "closed shop notice" at the beginning of 2018. The 2 sale clearance sale at the time attracted a large number of consumers to grab goods.

It has been in the Chinese market for ten years, and Martha always enters the sight of people at the most lonely time.

Why is the biggest clothing retailer in Britain losing so much in China? In the opinion of Xiaobian, the reasons are (Yi) Wu (Suo) (Zhi).

Today, let Xiaobian take you to Tucao a few misunderstandings about Chinese women.

Misconception 1: Chinese women = British mothers

For a long time, Martha's most popular criticism is the old fashioned style.

Even if the quality of the clothes is good, but such an old-fashioned style, even if the high school students wear them into British mothers, how can you buy Chinese girls?

With pictures as evidence, everyone's Tucao is not groundless.

As the only retained domestic sales channel after the withdrawal, M&S Tmall flagship store has been entrusted with heavy responsibilities, but it also faces enormous challenges.

I do not know whether M&S realized the problem, or because of self-help, the style of Marsha's Department suddenly changed, and the style of painting changed from the British aunt to the workplace beauty.

"Clothes are getting more and more beautiful", which is the impression that Marsha left to consumers in the past year.

But the pformation of design style did not change the ending of Martha's comprehensive withdrawal from the Chinese market.

Why is that?

Myth 2: Chinese women are all taste alike.

Although the slots of clothing styles are decreasing, M&S's positioning of flagship stores may not be clear enough.

In the summer of 2017, M&S changed to a low profile in the past, and many blingbling's metallic products appeared on the shelves.

Continue to stroll around, you can see in the shop full of girl heart ice cream.

In addition to these, there are all kinds of colorful T-shirts and skirts.

They are so different in style that they are puzzled by the members of the mathematics Committee. Who do they want to circle?

In Britain, the consumers of Marsha's department are mainly middle class over 45.

Therefore, Martha always pays attention to quality instead of style.

However, the decline of performance and the loss of international market all make Marsha general store have to choose to change.

Especially in the Chinese market, after 80 years of strong consumption power began to pay attention to product cost performance.

It is not wise for them to buy an outdated garment at a high price.

As the largest clothing retailer in the UK, Marsha seems to be immersed in the selling thought of traditional shopping malls.

No matter what age people are, they don't want to miss it.

This makes Marsha fall into an awkward situation. After 90, the price is too high. After 80, the style is too earth. After 70, it feels too fancy.

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Today, the electricity supplier market is no longer an era of selling goods.

If the location is not clear, it is difficult for the brand to judge the real needs of the users, or even miss a large number of potential customers.

Just imagine that those customers who want to enter the shop with high fashion requirements will be able to see the fancy printed shirts at first sight. They will not hesitate to press the exit button on the screen without hesitation.

Every shop, every commodity and every user has its own label on the platform.

Its existence makes goods and users match more directly and effectively.

In other words, the more precise the location, the more accurate the flow will be, and the conversion rate will also be improved.

Large and full shops often need to spend more energy to operate, which is not a good choice for Martha general store, which urgently needs to change the consumers' impression.

Misunderstanding 3:70 also love "aunt broken flowers", no girl's heart after 80

Whenever you see these flowers in M&S shops, you will unconsciously Tucao a sentence: "this is just for my mother to wear."

Such an idea is not very accurate, because they are not the first choice of consumers after 70.

CBNData "spring and summer dress trend report" shows that after 70, 80 and 90, there are quite different needs for styles, styles, colors and patterns of garments.

The sales of big flowers, lattices and broken flowers are far less than those of pure colors and stripes after 70. That is to say, these clothes are not only rejected by the 80 generation group, but also may not be favored by consumers after 70.

From M&S's pricing and clothing styles, it is easy to see that 80's white collar workers are becoming the most popular consumers.

Therefore, the style of M&S has always been mature and elegant.

But what is the demand of Post-80 women? Is it just the workplace? Data show that 80 workers in the workplace are tired of classic OL elements such as lattice, dots, broken flowers and so on.

From the perspective of market performance, these elements are in a negative state of sales growth, and consumers' interest in buying is gradually weakening.

At the same time, hand-painted, cartoon and animated animals and other elements in the 80 generation of women quietly become popular.

The design of Marsha's department stores is still dominated by lattice and broken flowers, and there are few playful elements.

For example, these metal color products have been sold flat since they got on the shelves.

It is not only because tyrant Kim is not suitable for Asian skin color, but also because the demand for clothing for post-80s female consumers has been upgraded from satisfying the workplace to satisfying themselves.

"Age reduction" has become a major demand for them, but Marsha's style of clothing has been maintaining a steady and steady posture.

The math Committee believes that instead of walking on the high cold road, it might be better to sell a sprout occasionally, and perhaps to hide the hidden maiden heart of the 80's women.

Source: M&S official flagship store

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Misunderstanding 4: the main color can be "beat the head" decision.

Not long ago, the M&S official flagship store launched a new autumn and winter product with the theme of "Burgundy Red".

The name of the ocean is not clear, but it is actually a color that is a little darker than wine.

Temperament is unique, but not ordinary people can hold, it also determines that it can only be accepted by a small number of consumers.

Let's look at some of the popular colors in the market now.

Easy to match caramel and vivid retro brick red is popular among consumers, but Marsha has ignored them.

Not only that, it will also recommend the store's main products for the cooler blue.

In view of this, apart from the unclear positioning of the crowd, Martha's perception of China's popular trend may be somewhat slow.

However, it is easy to see from Marsha's recent change that it wants to win over young consumers.

However, from the perspective of commodities that have been launched, the overall style is still biased towards mature age groups.

This is probably one of the reasons why most young consumers do not accept it very well.

A member of the math committee is surrounded by a loyal fan of Martha's department. According to her, although every time I buy clothes, I think of going to M&S, but finally I want to get into the shopping cart or buy clothes for my mother.

The Four Misunderstandings of Marsha general store to the Chinese market are Tucao, do you understand why it has been swept back to Britain? No matter which industry, the keen insight into the trend is the key to success, especially in the women's clothing industry.

For the vast majority of younger sister, it is important to maintain their own style, but "old land" is absolutely not acceptable.

Therefore, the days will be more and more difficult if we do not understand the brand of the trend and the industry trend.

But don't worry, CBNData has made use of big data to analyze and predict the trend of women's clothing industry in 2018.

More interesting reports, please pay attention to the world clothing shoes and hats net.