More Than Half Of 2018, How To Play The Double Faced Overcoat?

Mention double faced overcoat:

2016, good opportunity, excitement, can make big money.

In 2017, some manufacturers were trapped in inventory difficulties, and some of them were uneasy.

In 2018, the order meeting will be held late, the deposit will shrink, the confidence will become worse, and the strategic contraction will begin. The industry collectively will be confused. Can we still play on the double side? How should we play next? Let's talk about the 6 phenomena, the 6 trends and the market changes.

The six phenomenon: Farewell to barbaric growth.

Confidence is no longer what it used to be.

In the past years, most of the manufacturers of double-sided products would open their orders in April. This year, they generally adjust their orders to May, and the effect of ordering sites is poor. The proportion of customers paying the deposit is less than that of previous years. Some manufacturers have large inventories in 2017, and this year, they develop new models and seek to go stock.

Homogenization is rampant.

Manufacturers generally pursue the scale, but do not want to spend their minds on product development, holding the mindset of "going faster than others". Product development is fast and explosive, which directly leads to homogenization of products, homogenization of marketing, homogenization of terminal images, consumer aesthetic fatigue and overdraft industry vitality.

Old marketing methods

There is no change in marketing, or wholesale mode.

The manufacturer uses the order index to suppress the goods and completes the reward of the index return. Once the goods arrive at the terminal, once the sales are not smooth, the agent begins to play the role of not paying back the money, forcing the manufacturer and the supplier to force suppliers to form a vicious circle chain.

The overall marketing lacks retail thinking. There is no product marketing point at the beginning of product design. There is no complete planning of product life cycle, lack of systematic marketing plan, and lack of risk control awareness, sales to rely on weather to eat, rely on friendship back.

The terminal starts to wait and see.

Influenced by double-sided inventory backlog and down sale in 2017, a considerable proportion of double-sided terminal customers began to wobble to the down jacket this year. The amount of orders on both sides decreased significantly. Some of the funds were left aside, and the sales trend of the later down and double sides was wait-and-see.

For terminal retailers, high inventory means price war. Price war means higher risks and lower profits, worse word-of-mouth. They are more eager to know where the future of double faced will be.

Consumers seek new models

The two-sided overcoat terminal market has been growing rapidly through 2015, 2016 and 2017 years. In 2017, there were 100 million breakthroughs in the production of double-sided garments, and there were already several pairs of double faces in the clothes control cabinet. For the temptation of simple low price, it has been unable to impress consumption. Only good fabrics, good design, good quality and good brands can impress consumers.

Weak brand appeal

In 1989, the purple LAN door opened up in Huaihailu Road, Shanghai, with its classic product image. In 1993, she launched a popular and stylish product positioning in Shanghai Nanjing road. The two brands opened up the brand name of the overcoat category.

With the diversification of purple LAN gate, the hotel industry and other fields gradually fade out of the coat category.

At present, there is no brand matrix for coat category. Some manufacturers only have a certain reputation in the clothing circle, and consumers' awareness is not high. Brand manufacturers have weak appeal to the market.

Judging from the above six phenomena, the barbarous period of the double-sided industry has ended. The double-sided industry will undergo adjustment and pformation and usher in a new round of development. Let's take a look at the six major trends in the industry.

[six trends] polarization, brand becoming inevitable

Men's clothing, opportunities in gaps

In 2017, there was a small outbreak of men's wear and double garment. Many manufacturers began to taste the sweetness.

On the whole, the two-sided men's wear market is still an opportunity in the gap.

If you want to be a product differentiation developer with a certain menswear partner, prepare before the door of the opportunity window is closed. Don't wait for this subdivision to become a red sea or Dead Sea before rushing in.

Normalization of stock elimination

After years of rapid growth, the stock of the industry has also risen.

In 2017, some manufacturers overstock more than 200 thousand items, which directly led to 2018 of the inventory based on clean inventory, and the new development volume and output were greatly reduced.

In addition, inventory clearance will have several options:

Electricity supplier channels clean up inventory.

Clear inventory through inventory.

Temporary rental and inventory of hotels.

City Village and 4, 5 level market discount shop.

This means that the price war in 2018 is even more severe in previous years. This year's anti season sales effect is much worse than before, improper operation or even squeezing the market space of new products, reducing consumer expectations, squeezing the market of new products in disguised form, and being rejected by the terminal market.

Metamorphosis, polarization

An industry category, each experiencing a rapid growth, will inevitably be accompanied by a round of industry shuffling, forming a new market structure.

In 2010~2012, the sportswear industry shuffled from the dozens of brands before shuffling to the five or six brands after the shuffle, 2012~2014.

A large number of failures are left behind.

After the high stock baptism, the double-sided industry will usher in a change, for the terminal channel merchants, the choice of potential manufacturers of the race track, will enjoy a new round of growth of the dividend, become a strong regional market.

Flattening, going to the middle

In the early years, due to the restriction of region, talent reserve, logistics and information asymmetry, the clothing industry mostly adopted multi-level distribution system, which led to the towering channel. Now, if it is still multi-layer distribution, the logistics, capital and information will be blocked in the circulation process, and every link will cause the product to lose competitiveness on the terminal.

The apparel industry as a whole has already eliminated the intermediate links through direct selling of e-commerce channels and opening proprietary stores, facing consumers directly.

Flat channels and small batch and multiple batches of products will also become the inevitable trend of double-sided market.

Marketing Internet

After 20 years of development, the electricity supplier and the Internet have been highly popular. Ma Yun said that the electricity supplier has become a traditional industry. Ma Huateng said that the Internet has become the infrastructure of hydropower and coal.

Similarly, with the Internet, product marketing has become the choice of many double faced overcoats manufacturers. It will cooperate with vip.com to clean up the tail cargo, cooperate with the live broadcast platform to launch new products, and carry out 24 hours service to members through mobile terminals. These will become the norm after the follow-up, and will also be an important addition to the traditional marketing mode.

Selling products to selling brands

After selling price, selling products, and selling innovation, double faced brands will usher in the brand age.

In 2017, the fabric of Alba was very hot, and some fabric suppliers supplied more than 600 thousand pieces, which proved the desire of terminal market and consumers for product innovation.

In 2018, influenced by the industry's confidence in orders, some manufacturers were at a loss as to what to do. Some manufacturers were caught in the blind innovation dilemma and developed a variety of fabrics and styles. The proofing did not matter, but after the launch of the market, the supply chain was a huge test.

To enter the brand era means that manufacturers have the following abilities:

Product innovation: evolution from classic products to fashion products

* operation capability: operation capability is mainly embodied in three aspects, one is product life cycle management.

Double sided overcoat pition from a large number of classic to small batch fashion, the new rhythm is faster, unable to control products listed band will miss the market opportunities.

Second, the marketing ability has been disseminate from the traditional channels to the whole network, and the lack of Internet communication will lose the audience's influence on the market performance.

Thirdly, terminal fine management means importing from store image, sales planning, purchase incentive design, inventory management to form a complete support system, terminal strong brand can be strong.

Brand control: from brand culture deposition, product design language, public relations planning, customer perception detection, brand identification loop is formed, which is also an important element of branding operation.

[emerging consumer groups]

The generation of teenagers watching the journey to the West has entered the middle age. Nowadays, the small meat of "the return of the great sage" and "Wukong biography" are becoming the golden generation of China. The rise of the Z generation (after 95) has become the focus of attention in the marketing field.

Z generation lives in the era of China's rapid economic growth. Its parents are catching up with the great era of reform and opening up, which makes the family of Z generation a happy generation in the process of urbanization.

A 97 year old little brother, who has earned his income, plans to go to Russia to watch the world cup.

A boss recruited a 95 employee and left without a day. The reason was that he could not bear the company's lack of WiFi.

B station defines the Z generation of China as "the next generation of cultural users", and summarizes three characteristics:

1) they are truly those who enjoy superior material conditions from childhood.

2) they really accept the generation of high quality education.

3) they really grew up on the Internet. They really are the Internet generation.

With the more free and tolerant human beings, the "pseudo mother", "mother gun" and "old fashions" will become neutral words. There is no need for the "leftover" and "leftover" people to receive strange attention. People will no longer feel embarrassed by spending beyond the old boundaries, but will regard themselves as breakthroughs in their own freedom.

They are a group of extroverted consumers who are willing to share with others and hope to gain the approval and appreciation of others. They are fond of some brands, pay attention to the quality and taste conveyed by brands, and they are more willing to try various kinds of purchasing channels.

This force will lead to an escalation of the consumption of two sided overcoats.

[double faced, left or right?]

Industry, left to follow the rise of emerging consumer groups to branding, to the right to homogenization of the old price war, after the adjustment of the industry to a niche.

As a pioneer company of coat category, she started the brand layout early in 90s, and won the title of Shanghai famous brand product in 2001, and became a famous brand product in 2014.

At present, Sly also has a wide layout in the category of down garments, fur and other categories, and extends Sly from the category brand to the four seasons brand.

When the industry is in the stage of pformation and adjustment, there are always some enterprises who dare to take the lead in taking the lead in exploring the future of the industry. Let us take a look at Sly's strategy, which may enlighten you.

20 years of brand gene deposition. In recent years, it has derived English standard Sierli on the basis of Chinese sire brand. Through the double brand matrix, the classic stylish and stylish market launched the market, and at the same time introduced the knitted products, and gradually moved to the four seasons. In addition, the brand culture inheritance, store image upgrades, advertising, consumption guidance, and other aspects of the force, with the charm of the brand to conquer consumers.

* fashion products: in terms of product development, they are accustomed to the trend line and blind innovation of their counterparts.

French designers are introduced to create high value overcoat from many aspects, such as fabric quality, product quality, combination collocation, cost performance and so on.

The operation of the company is fine: through the cooperation of its own operation team and external professional organizations, the company has introduced the brand system of Si Li, through the terminal service, cross-border drainage, and member's meticulous management, so as to comprehensively enhance the terminal operation ability.

Internet marketing:

Through the whole network precision marketing, full channel member management import, forming online and offline marketing integration, for the layout of new retail ready.

Future planning: Sly has always been the leader and innovator of coat category. Next, Sly will take the lead in exploring the industry, leading industrial upgrading, and leading terminal retailers to brand from low margin and low added value.

It is a good idea to pull the time axis into the future. In 2020, China's urban rate reached 60%, the urban population reached 900 million, and there were more than 150 cities with millions of people.

For the two-sided overcoat industry, catching up with consumption upgrading and exceeding the dividend of urbanization will give birth to 3~5 nationwide brand with wide influence.

Clothing industry observer: Magang Miao Peichao