Chinese clothing development direction planning book

China is the largest garment processing base in the world, with a large total production of clothing, but a low level of individual value. China's textile and garment enterprises have serious lack of international business experience. The world's brands are almost zero. The brand's appeal to the market and the lack of multi-regional strength are insufficient. The company's market image and corporate fiscal transparency are lacking. These are our weaknesses. . Today is the era of brand economy. After joining the WTO, the competition in the apparel industry is not only competition within the industry, but also competition from outside the industry. For example, Disney’s “Mickey” brand children’s wear enters the market and is very influential in the urban consumer spending field in China. . What is lacking in China's garment industry is not quality, but international brand and international business experience. We must create our own fist products and build international brands.

After joining the WTO, China's garment exports will encounter the following problems: First, clothing is a spiritual consumer product. In addition to the material consumption function, it also needs cultural connotation. This is one aspect of the serious shortage of Chinese clothing. Second, today's consumer market is internationalized, and commodity consumption is branded. The level of competition is much more complicated than before. How much we have in the domestic market, we also have to ask a question mark. Third, openness is mutual, we have to rush out, others have to come in, and competition will be more intense. Fourth, garment processing is not a Chinese patent. The problem of competing for international orders will become more and more prominent. If the survival and development of enterprises are attached to others, their troubles are inevitable. Fifth, there is no limitless openness. Non-tariff barriers, anti-dumping litigation, environmental protection and other issues will all be the reasons for restraining China's garment exports. Most of our products are low-to-medium prices, which are easy to incur anti-dumping. Green clothing and eco-apparel with high-profile brands should be the areas we want to focus on. In general, the brand awareness of China's garment industry is generally not strong and lacks well-known brands. As a big textile and clothing country, many clothing companies still stay at the stage of “what to do, what to do”, “what is there, what to sell”, blindly rely on foreign trade agency orders, instead of cultivating their own brands, unable to face the international market. . Although a number of clothing boutiques such as Youngor and Shunmei have emerged in China, there are very few influential brands. Therefore, after joining wto, it is imperative for apparel companies to achieve brand strategy.

First, how to make a brand

Although the brand has become the consensus of domestic apparel companies, many apparel companies now have a one-sided understanding of brand building. To achieve brand building, you must be aware of:

First, doing branding is a systematic project

In the past few years, clothing companies have known that famous brands sell well and can sell high prices. However, they can use the brand as a trademark in their own brand, and their kung fu and their minds are all on how to imitate brand-name clothing. The result of collective follow-up is “one thousand people”. Consumers only know clothes and don’t know brands. Apparel companies produce clothing products that are the same as brand-name products but cannot obtain high profits from brand-name products. After painstaking thoughts, clothing companies began to hold high the "designer" banner. Regrettably, the marriage between clothing companies and well-known designers has not come out of the "short-lived" cycle.

Second, create a personalized brand with a personalized marketing model.

The individual product personalization is easy to be borrowed and imitated by other clothing companies. Once it is cloned in a large amount, the product personality does not exist. The personality brand is different, the more obvious the brand personality, the less likely it is to be cloned.

Third, to achieve breakthrough in brand personalization

a) brand positioning

In general, you should position it from the following aspects:

1) The concept of brand: telling the source and history of the product, providing consumers with an understanding of the product's content. Products from design to packaging and related publicity are carried out around the concept of the brand. For example, the establishment of a brand concept for a sports and casual wear can be defined as a comparison of power and beauty in a story. The design is carried out to reflect the beauty of the beauty and the vitality of the young people. The packaging of the products will become more avant-garde or fashionable, and the promotion will also be reflected in the use of young idols or sports.

2) The style of the brand: The image of the product in the mind of the consumer and the characteristics of being recognized can be divided into formal wear, daily casual wear, casual wear, sports wear, fashion and so on. Each type can be divided into rough, traditional, avant-garde and so on.

3) The service target of the brand: the product is suitable for wearing the crowd and the background of these objects.

4) The design features of the brand: mainly from the trademark, style appearance, fabric, color and other aspects to reflect personalization.

5) Brand price design: determine the price of different products and different brands in the market.

6) Brand service: Provide a series of services during sales and after sales.

b) How to achieve the positioning of product brand

Modern consumers pursue individuality and express themselves. The reason why "Hanbok" can be sold at home and abroad is to capture the consumer's psychology of the times and the style of display.

Koogi is a well-known brand in Hanbok. It has become a well-known brand, not because the five letters “koogi” are closely linked with the “5001” four numbers to imply consumers: their clothing is very avant-garde, even if time spans 5001, it is not a time-consuming idea. It is a combination of means that can be used in a market segmentation to position the market in a contemporary, lively, instigating and even rebellious mentality. It is eager to avant-garde, trendy and strongly self-proclaimed, and has a youthful style of 15-20. In the age group of teenagers, the brand is positioned in extreme avant-garde and alternative. At the same time, in order to reflect the individuality of clothing, to avoid the similarities between clothing, each garment of koogi is listed in small quantities. Even though some styles seem similar, the differences in nuances have different effects, such as the position of buttons, the length of clothes, and the matching of colors. Koogi's marketing initiatives have undoubtedly catered to the urgent needs of contemporary youth to differentiate themselves and differentiate themselves, and are deeply loved by teenagers. Although the price of koogi clothing is expensive.

Through the simple analysis of koogi clothing, it is undoubted that for those Chinese garment enterprises that only know how to reduce prices, it is undoubted that in the small-volume, multi-variety and personalized clothing era, the clothing enterprises survive and develop. It must be those that can accurately grasp the individual needs of the consumer group.

The market positioning of the future apparel enterprises should not simply stay on the basis of the market segment of the age range of 25-50 years old, nor should it stay on the simple occupational division standard of “white collar” or “blue collar”. Should not stay in the "fashion, nature, comfort", any clothing company can use the abstract vocabulary without any special, but should have a deeper understanding of consumption, and on this basis Market segmentation. For example: white-collar workers in foreign-funded enterprises and white-collar workers in domestic-funded enterprises, 25-year-old white-collar workers and 40-year-old white-collar workers, although they all belong to the white-collar workers, they can be sure that their demand and understanding of clothing are different. There are middle-aged and elderly people with culture and middle-aged and old people without culture, 50-year-old middle-aged and middle-aged people with culture, middle-aged and elderly people with 65 years of culture, middle-aged and elderly people in the city, and middle-aged and elderly people in rural areas. Older people, but it is certain that they have a clear difference in the demand and understanding of clothing.

Some people may ask, when all clothing companies adopt the scientific market segmentation standard without exception, and accurately grasp the individual needs of the consumer group, what advantages does the company have? Can you know that fashion clothing will never be It will face a saturated market, not to mention that market segmentation is only a means of marketing. In order to effectively meet the needs of the increasingly renewed consumer groups, apparel companies must conduct in-depth investigation and thorough understanding of this demand, which is a permanent issue for apparel companies.

c), the composition of the brand

1, the product itself design

mainly includes:

1) Brand type series match 2) Brand number production ratio 3) Brand color 4) Brand style design 5) Brand face material selection 6) Brand-like product quality requirements 8) Brand packaging 9 ) various logo design of the brand

In this process, we must emphasize the close cooperation between the designer and the marketing department. The products designed must conform to the brand personality and are needed by the market.

2. Price positioning.

Price competition is not the only competitive means for companies. The famous Chinese sportswear brand “Li Ning” is obviously higher than other domestic brands in price setting, but it is obviously lower than imported brands, and for young consumers with low income or no income, the price of “Li Ning” products is not Give them more pressure. Therefore, companies can confirm the status of their products through the formulation of prices, and at the same time, they can clearly target their own product consumption target groups. To achieve this, it is necessary to analyze the service objects before they can formulate appropriate suits. Price.

3. Promotion of the brand

Brand image and promotion is an important part of corporate marketing. Although there are various ways to promote the brand, in addition to the sales of goods and the word-of-mouth communication, it can be roughly summarized into two types: one is “direct sales” promotion; the other is “intermediary” promotion. “Direct sales” promotion is to promote the brand face-to-face to special consumers on the spot through social activities participated or organized by the company; “mediation” promotion mainly promotes the brand to the society through media advertisements, column comments and special reports.

The fashion “show” not only directly infected the audience with “face-to-face” with its brand image and product style, but also provided the basis and “material” for the promotion of the brand “intermediary”. Therefore, as a "show", not only must create a good atmosphere, but also pay attention to the requirements of photographers and videographers for lighting and beauty, and create conditions for the production of TV, special video tapes, product brochures and other "post-processing products."

4, customer service

Customer service is a very effective means of attack, and services can also create value and profit. Customers spend a lot of time choosing clothes at the store and at the point of sale. Therefore, customer service plays an important role in the marketing of apparel products, and it is also a good place to show personality. In this, in addition to the basic courtesy and enthusiasm necessary for the sales staff, professional dressing knowledge and proper service are more important, because they sell not only products, but also the image of the brand. The spirit of the brand.

5, store design

At the same time, it is necessary to reflect the characteristics of the brand through the vivid, humanized and serviced storefront. The vividness of the storefront is from the store layout design, visual unification, product display, pop, auxiliary sales tools, etc., to implement comprehensive system planning and management, and to make the store more attractive to consumers through effective environmental planning, atmosphere creation, product display, etc. In the end, consumers are encouraged to purchase products and achieve a rapid increase in overall sales. Compared with media advertisements, the vividness of storefronts is a relatively cheap promotion method, which is very suitable for many small and medium-sized clothing enterprises in China. More importantly, the vividness of storefronts is very effective in shaping brand personality.

Second, the extension of the brand

1. Multi-brand strategy

The implementation of the multi-brand strategy should be carried out in order to make full use of resources in the case of prominent main brand styles.

It should help companies expand their operations and upgrade their grades. Its implementation should pay attention to several rules:

The first is the sub-brand rule. New York's "Donna Karen" launched the sub-brand "dkny" in order to distinguish consumers at different price points. The sub-brand of the "seven wolves" of the country "dance with the wolf" was also launched to maintain the part of the wholesale market.

The second point is the law of expansion. This is mainly from the sales field. Sometimes brands need to broaden their breadth and increase their market share. So Giordano and Benny Road are like this. The case of Bosideng's purchase of "Snow in the Snow" is also an example.

Other extension rules, partner rules, and sister rules must all be driven by the company's multi-brand strategy.

In addition, multi-brand management should take into account the broadness of the brand, the characteristics of each brand, the brand name of each brand, market evaluation, and the mastery of the brand.

The implementation of multi-brand strategy should take into account the cultural connotation of each brand. At present, the brand culture of the clothing industry is to invite celebrity spokespersons, which is far from foresight. And many stars and product styles are not well glued together, it will be a failure. "Seven wolves" in the brand appeal, pay attention to highlight the characteristics of "wolf", in order to interpret the different views of life, with an easily distinguishable feature. Esprit, which focuses on shaping the brand culture through the advocacy of fashion life, is also unique.

2. How to implement brand extension

The extension of the clothing brand, that is, with an existing brand as the core, through the extension of its core factors, the formation of a new brand line or product line. The former is the main brand, and the latter is the extended brand or extended product line, which constitutes a brand family.

There are four main forms of clothing brand extension:

1), the expansion of clothing categories

When a clothing brand is launched, it always launches one or several types of clothing for a certain target consumer group. Once it has a certain market share, it can use its credibility to expand the clothing category in the similar consumption level in order to achieve brand extension. Its form is subdivided into:

a) Interaction between men's wear, women's wear and children's wear

According to the object of consumption, clothing can be divided into three categories: men's wear, women's wear and children's wear. The famous Dior brand has expanded from the earliest women's wear to women's wear, men's wear and children's wear.

b) Exhibition of formal clothing, semi-formal clothing, casual wear and home clothes

Based on the occasion of consumer use, clothing can be divided into formal clothing, semi-formal clothing, casual wear and home clothes. The clothing brands here extend from Bill Brass, who is mainly in formal wear, to Brass sportswear, which is a casual wear. Ralph Lauren’s underwear is regarded as one of the three women’s wear brands in the United States.

c) strong borrowing of a particular clothing brand

Some clothing brands are most famous in a certain category, and they can be extended by the popularity of the brand. For example, Fendi is famous for suede clothing, but nowadays its ordinary materials are also very good; Gucci has also extended from the earliest leather products to the woven and knitted fashion collections.

2), the market segmentation

This extension of apparel brands focuses on the shifting of target consumer groups. Thanks to the popularity of the main brand, it focuses on the high-level target consumer groups in popular communication, using fashion transmission to extend the product to the adjacent social community. The most typical example of achieving the segmentation of the market segment is the haute couture brand, France. Designer Pierre Cardin first saw the potential of the ready-to-wear market, taking advantage of the leading position of haute couture in the fashion and the influence of the Pierre Cardin brand in haute couture. In 1962, the same brand name was used to produce high-end ready-to-wear and achieve glory. Performance, with the shrinking of haute couture and haute couture, almost all haute couture and haute couture brands have added high-end ready-to-wear collections as a major economic benefit. Support the haute couture or high fashion flagship line of high-end clothing. It is worth noting that such product extensions must be carried out between closely related consumer communities, otherwise they will fail due to insufficient association effects of brand names. If a haute couture brand is used for ordinary garment production, it is likely that people will feel that ordinary ready-to-wear is a brand name or a disappointment and loss of the original brand and affects brand reputation.

3, second-line brand or second-line products

The second-line brand or the second-line product is a new form of the two brand extension features that emerged in the 1980s. The first one was the second-line brand Anne Caran II of the American brand Anne Karen. Second-line brands are caused by the shift of consumer interest, the trend of fashion popularization and the desire of brand operators to expand the market. After entering the 1990s, the simple and fulfilling methods of life are popular all over the world. The "affordable clothing" has been highly valued by consumers of all walks of life. In the 1980s, high-priced clothing brands have maintained their original design style. Based on the reduction in materials and sales costs, the second-line brand was launched at a relatively low price. For example, the second-line brand dkny of Donna Karan in the United States sold $300 million worldwide in 1997; Calwan Klein’s ck-Karwan Klein was only wholesaled at more than $175 million. In a certain sense, the popularity of some second-line brands is no longer the second-line brand in the original sense, and the effect of the darkness is realized.

Third, wholesale companies how to build brands

With the shrinking of the clothing wholesale market, many clothing manufacturers have turned their attention to the attractive position of “brand management, chain development”. Overnight, in all large and medium-sized cities and townships, all kinds of fashion brands have come out, and are rapidly developing in the form of chain marketing, which makes many manufacturers want to "change their faces" and fight for their own place. But is brand management really so easy? The production of wholesale-type enterprises is really at sunset, the scenery is no longer the point? This is not the case, but it is an indisputable fact that brand management is easier to shape the image, more famous, and more deeply rooted in the hearts of the people.

So, is there a shortcut to the process from production and wholesale to brand management transformation? Whether or not the shortcut may not be known, but the method is there, or a shortcut called success.

First of all, the transformation manufacturers encountered product design and development problems. Traditional clothing manufacturers only had to successfully seize the trend of each season every year, and produced several kinds of “hot styles” to ensure product quality, low-cost wholesale, follow-up Homework can make a lot of money, but "good times are harder." Such opportunities are less and less in today's trend-changing clothing market. As a brand chain operation to open a specialty store or to develop and join, the products must be serialized. All-round, we must make the products of the entire store more perfect, such as the proportion of clothing, bottoms and even accessories, clothing style, route, etc. must have a budget, the development and production of products have been "quantified" to "quality In the direction of “changing”, it is indispensable for enterprises to establish a perfect development and design center, from the beginning of fabric development to the design, pattern making, and garment production. Therefore, product development and design is the basis of brand management. It is even more important.

Second, the market and price factors. As a production and wholesale enterprise, in the past business activities, there is no need to directly face customers, so there is no need to formulate product market pricing. As a brand operation, it has been transformed into a retail form. Enterprises must directly face the market, product direction and The retail price should be carefully grasped. The location of the store will be divided into a certain city and a certain block in a certain province. The determination of the retail price of the product is very different from the formulation of the wholesale price. As a retail marketing model, the administrative expenses must be taken into account when pricing. Various costs such as renting, decoration, promotion and equipment. In the past, these were all considered by wholesale customers. Therefore, it is especially important for the transformation enterprises to obtain and analyze the information of their own wholesale customers, including their Camp form, self-owned street shop or rent level of department store plaza, etc., price positioning, that is, at what price to sell the product to the customer, discount, whether there is bargaining, etc., because, as a brand chain operation, in the big In part of the market, it must be a unified pricing, not a bargaining policy, but it often leads to pricing Inconsistencies arise when business performance and wholesalers. Because most wholesale customers can bargain when selling, whether they can achieve good performance when selling products, it is more important to address the market and price positioning issues mentioned above.