Marketing Misunderstandings Of Local Women'S Wear Brands

The most mature and competitive international clothing industry in China is the men's clothing brand, down jacket and casual wear. This field has been born with seven famous wolves, red beans, Qipai, Shanshan, YOUNGOR, Lining, Bosideng, Xue Zhong Fei and many other famous brands, and has concentrated on several listed companies. Their brands are strong, and their scale and competitiveness are at the forefront of the garment industry.

The market for fashion women's wear, children's wear and pajamas is relatively immature, and strong leading brands are still scarce.

The following is the brand marketing of women's clothing in China.

Talk about your own views.

Brand naming, the prevalence of fake foreign devil

In modern China, it has been only a few decades since the close door to reform and opening up. The mentality of Chinese fans has made many local industries "fake foreign devil" brand. It seems that a foreign brand has become a foreign brand.

However, with the growing maturity of the consumer market and the growing rationality of consumer psychology, it is not likely that such a Chinese person can play the role of spreading the effect of foreign names.

On the contrary, those companies with solid foundation and strong adheres to the idea of spreading local brands have taken a firm foothold, such as "seven wolves", "red beans", "Lining" and "Shan Shan".

Positioning "fashion" is not positioning.

To see the positioning of many women's clothing brands, we must talk about fashion. We must know that the essence of clothing culture is fashion. Clothing is a special commodity without fashion.

It's worthless.

Today, the material function of clothing as a shelter is already giving way to the spiritual functions of fashion, popularity, individuality and leisure.

The simple positioning of a business operator is not positioning.

Women's clothing is fashionable. It means that people have to eat, sleep and shit as usual.

If you say something unpleasant, it is called "reasonable nonsense".

Weak sense of brand strategy

Local women's clothing brands are usually lack of professionalism and systematization in the early stage planning and positioning of brand promotion. Brand positioning is an important part of brand strategy. Many local women's brands are too casual and sloppy in this regard. They do not attach importance to brand positioning and refining the core concept of the brand. They do not attach importance to the planning and preparation of brand strategy. The focus of marketing efforts is on customer development, channel construction and brand positioning, putting themselves in a "Red Sea" at the very beginning, which has laid a hidden danger for the future promotion of the brand.

Brand communication can not interpret brand concept.

With the maturity of domestic consumers' consumption concept and the continuous expansion of the domestic market, the world women's wear brand has also entered China, and the domestic market has increasingly become an important part of the world's women's clothing.

Foreign women's clothing brands have entered the first tier cities or specialized stores or counters in China.

Although it has fewer channels and higher price positioning, its impact on the high-end market of women's clothing and the fashion trend of women's clothing in China are huge, basically accounting for the high-end market.

At the same time, in order to expand the mainland market and take up the high-end women's clothing market, foreign brands are moving faster and faster with the domestic brands, and the market competition is becoming more and more intense.

The tide of war, the survival of the fittest, the market does not believe in tears, sincere hope.

The brand can also emerge several "seven wolves", "seven cards", "Lining", "Shan Shan" and so on, and strive to revitalize the national brand.