After China's entry into WTO, China's garment export will encounter the following problems:
First, clothing is a spiritual consumer goods, in addition to the material consumption function, it also needs cultural connotation. This is a serious shortage of clothes in China.
Second, now the consumer market is internationalized, commodity consumption is branded, and the level of competition is much more complicated than before. How big our chances in the domestic market are also a question mark.
Third, openness is mutual. If we rush out, others will come in, and the competition will be more intense.
Fourthly, garment processing is not a patent of China, and the problem of competing for international orders will become more and more prominent. If an enterprise depends on others for its survival and development, its troubles are inevitable.
Fifth, there is no infinite openness. Non-tariff barriers, anti-dumping litigation, environmental protection and other issues will be the reasons to curb China's clothing exports. Most of China's products are cheap, which easily leads to anti-dumping. Well-known brands of green clothing and ecological clothing should be our key areas of development.
Generally speaking, the brand awareness of China clothing industry is generally not strong, and there is a lack of well-known brands. As a textile and garment country, many garment enterprises still stay in? What do you want to do? 、? What do you have? What do you sell? In the new stage, we blindly rely on foreign trade agency orders, instead of cultivating our own brands, and cannot directly face the international market. Although a number of fine clothing products such as Youngor and Shunmei have emerged in China, there are few truly influential brands. Therefore, after joining WTO, it is imperative for garment enterprises to implement brand strategy.
First, how to make a brand
Although branding has become the knowledge of domestic garment enterprises, at present, many garment enterprises have one-sided understanding of brand building. To achieve brand building, we must pay attention to:
First, branding is a systematic project.
A few years ago, clothing enterprises all knew that famous brands were easy to sell and could sell at high prices, but they regarded brands as trademarks in their own brand building, and their energy and thoughts were focused on how to imitate famous brands. What is the result of following the trend collectively? A thousand people? Consumers only know clothes, not brands. Clothing enterprises produce the same clothing products as famous brands, but they cannot get high profits from famous brands. After learning from a painful experience, clothing enterprises began to hold high again? Designer? Flag. Unfortunately, the marriage between clothing enterprises and famous designers did not go out? Short-lived cycle.
Second, build a personalized brand with a personalized marketing model.
A single product personality can easily be used for reference and imitated by other clothing enterprises. Once it is cloned in large quantities, the product individuality does not exist. Personality brands are different. The more obvious the brand personality, the less likely it is to be cloned.
Third, achieve a breakthrough in brand personalization.
1) brand positioning
Generally speaking, we should position ourselves from the following aspects:
1) The concept of brand: tell the origin and history of the product, and provide consumers with an understanding of the product connotation. Product design, packaging and related publicity are all carried out around the brand concept. For example, building a brand concept for a sportswear can be defined as the contrast between strength and beauty by telling a story, so that product design can reflect the beauty of strength and the vitality of young people, product packaging will become more avant-garde or fashionable, and promotion will also be reflected by young idols or sports.
2) Brand style: The image and recognized characteristics of products in consumers' minds can be divided into formal clothes, daily casual clothes, casual clothes, sportswear, fashion and so on. Each type can be divided into rough type, traditional type and avant-garde type.
3) Brand customers: people whose products are suitable for wearing and the background of these customers.
4) Brand design features: mainly from the aspects of trademark, style and appearance, fabric and color.
5) Brand price design: determine the series prices of different products and brands in the market.
6) Brand service: provide a series of services during and after sales.
2) How to realize the positioning of product brand?
Modern consumers pursue individuality and show themselves. ? The reason why Hanbok can sell well at home and abroad is to grasp the consumers' psychology of the times and the style to be displayed.
Who's Kuji? Hanbok is a famous brand in America. It became a famous brand, not because? Kuji? What is the sum of these five letters? 500 1? The close connection of the four figures suggests that consumers' clothing is very avant-garde, even if the time span is 500 1 year, it is not out of date, but it can use the combined means of market segmentation to position the market in the idea of a lively, restless and even rebellious contemporary youth group aged 15-20, eager to be avant-garde, trendy and strongly show themselves.
At the same time, in order to reflect the individuality of clothes and avoid the similarity between clothes, each of KOOGI's clothes is listed in small batches. Even though some styles seem similar, the differences in nuances have different effects, such as the position of buttons, the length of clothes, the collocation of colors and so on. KOOGI's marketing measures undoubtedly meet the urgent needs of contemporary teenagers to highlight themselves and be different, and are deeply loved by teenagers. Although Gucci's clothes are very expensive.
Through the simple analysis of KOOGI clothing, can it enlighten China clothing enterprises that only know about price reduction and promotion? Undoubtedly, in the era of small-batch, multi-variety and personalized clothing, the clothing enterprises that survive the fittest and develop must be those that can accurately grasp the personalized needs of consumers.
The future market positioning of clothing enterprises should not simply stay at 25? On the basis of market segmentation in the age range of 50, shouldn't we stay at? White collar? Or? Blue collar? This simple occupational classification standard should not stop at? Fashion, nature and comfort? In this abstract vocabulary that any clothing enterprise can use, there is nothing special, but it should be based on market segmentation with a deeper understanding of consumption.
For example, white-collar workers in foreign-funded enterprises and domestic-funded enterprises, 25-year-old white-collar workers and 40-year-old white-collar workers all belong to the white-collar class, but what is certain is that their needs and understanding of clothing are different. Educated middle-aged and elderly people and uneducated middle-aged and elderly people, literate middle-aged and elderly people at the age of 50 and literate middle-aged and elderly people at the age of 65, urban middle-aged and elderly people and rural middle-aged and elderly people are all middle-aged and elderly people, but it is certain that their needs and understanding of clothing are obviously different.
Some people may ask, when all clothing enterprises without exception adopt scientific market segmentation standards and accurately grasp the individual needs of consumer groups, what advantages do enterprises have? You know, fashion clothes will never face a saturated market, and market segmentation is only a means in marketing. In order to effectively meet the needs of consumers, clothing enterprises must conduct in-depth investigation and thorough understanding of this demand, which is an eternal topic for clothing enterprises.
3) Brand composition
1, product design itself
Mainly includes:
1) brand size series collocation; 2) the proportion of the number of production brands; 3) the color system of the brand; 4) Brand style design; 5) Selection of brand accessories; 6) Quality requirements of brand products; 7) brand packaging; 8) Design of various brand signs.
In this process, we must emphasize the close cooperation between designers and marketing departments, and the products designed must meet the brand personality and meet the market demand.
2. Price positioning.
Price competition is not the only means of competition for enterprises. China famous sportswear brand? Li Ning? In terms of price setting, it is obviously higher than other domestic brands, but obviously lower than imported brands, and for young consumers with low income or no income, Li Ning? The price of the product did not bring them more pressure. Therefore, enterprises can confirm the status of their products through the formulation of prices, and at the same time, they can also clarify their product consumption groups. To do all this, we must work out the appropriate price through the analysis of the service object.
3. Brand promotion
The shaping and promotion of brand image is an important part of enterprise marketing. Although there are various ways of brand promotion, except for commodity sales and? Word of mouth? In addition to communication, it can be roughly summarized into two types: one is? Direct selling? Promotion; And second? Intermediary? Promotion. ? Direct selling? Promotion is to promote the brand face to face to special consumers on the spot through social activities that enterprises participate in or hold; ? Intermediary? Promotion mainly publicizes the brand to the society through media advertisements, column comments and special reports.
Furthermore, the shaping of image. In the past, wholesale enterprises may rarely spend time thinking about this issue, but enterprises that do brand management are different. At this time, enterprises should combine their own product positioning and create a unique brand image CIS system for themselves.
In addition, daily sales and operation management is also necessary for enterprises in transition and must be improved. Of course, it is not enough to successfully develop a brand-new brand and run it well, only relying on the above aspects, not only the good strength of the enterprise, the correct development strategy, the decisive charm of the leader and so on. It is also the operation of any clothing brand, regardless of whether to develop franchise chains in the future.
Brand marketing plan. Planning purpose:
1. Promote ZDS brand, improve brand affinity, customer acceptance and loyalty, enhance brand image, and improve brand awareness and reputation.
2. Promote the marketing of the company's brand products, expand the sales of brand products, realize the sustained and healthy growth of the company's market performance, and improve the market share of brand products.
3. Analyze the company's market environment, diagnose the existing problems and development opportunities, define the company's annual goals, and guide the company's annual marketing activities.
4. Evaluate the effect of the company's marketing activities and the development trend of the market format, and adapt to and guide the market development.
Second, the overall market environment:
1, market conditions:
(1) has a rapid growth and great potential. With the rapid economic growth, the income of residents has increased, the policy has been gradually relaxed, the market has been gradually standardized, and the market potential has greatly increased.
② There are many brands and low concentration. There are many well-known domestic brands and local brands, and there are no strong brands in the industry.
(3) diverse needs and rational consumption. The diversity of jewelry consumption structure and demand level belongs to more rational consumption behavior.
(4) the price is chaotic, and the good and the bad are mixed. The market price transparency is poor, the brand price system is chaotic and the quality of brand products is uneven.
⑤ Pay attention to brand products and neglect service. Pay more attention to the style and quality of brand products, and pay less attention to service as a means of promotion.
⑥ Win the terminal and lack the distribution skills. The sales of brand products depend more on the retail of terminal stores, and the choice of sales methods has a narrow connection with the customer level.
⑦ Direct operation and steady development. The sales channels are mainly directly operated by manufacturers, and the franchise chain has initially emerged, and the market has developed steadily and slowly.
(8) The promotion is weak and the regions are not balanced. Lack of effective promotion activities and measures, the regional market is quite different. Pet-name ruby lack of talent, lack of perseverance. The market started late, there are few professional and technical marketing talents, and the reserve force for enterprise development is insufficient.
Attending warlord hegemony, the market should be unified. At present, China mainland and Hongkong brands gather in the mainland market, and the market needs a unified pattern of strong brands.
2. Market prospect:
① High-speed market growth: the domestic economy is developing well and savings are growing rapidly, especially for some groups who get rich first, paying attention to the quality of life and having strong demand for high-grade jewelry consumption.
(2) Great market potential: the mainland has a large population and a large market consumption base. With the steady growth of urban residents' income, the consumption structure has changed and the proportion of high-end consumption has increased, so the jewelry market will be huge in the future.
④ The market is becoming more and more standardized: the government protects the interests of consumers, cracks down on counterfeiting, rectifies and standardizes the market environment and order, and gradually eliminates local protectionism, which is conducive to the cross-regional chain development of jewelry industry.
⑤ Complex consumption structure: The demands of different ages and income levels are obviously different, and high, medium and low-grade brand products have corresponding consumer groups.
⑥ Decorative preservation and storage: With the increase of income and diversification of investment, the demand for jewelry not only decorates its function, but also becomes a good choice for investment preservation.
⑦ Brand hegemony between China and Hong Kong: With the government's zero tariff policy on jewelry, Hong Kong enterprises will invest in the mainland on a larger scale and put more brand products on the mainland market.
(8) gradual concentration of brands: well-known brands have good advantages in brand products, services, brands, funds, talents, management and operation, and will inevitably gradually integrate the jewelry market in large and medium-sized cities in China and realize scale chain operation. The market scope of small brands will be smaller.
3. Future market influencing factors:
① Changes in the domestic macro-political and economic environment: the mainland's political situation is stable, economic construction is the mainstay, government functions are transformed, work efficiency is improved, and the environment is improved.
② Residents' income level and future expectation: the income of urban residents in large and medium-sized cities has increased steadily and rapidly, and the level of consumer demand has improved.
(3) Changes in residents' consumption structure: Consumer demand has entered the stage of comfort and enjoyment, and the proportion of high-end consumption in the consumption structure has increased. ④ Residents' psychological demand for consumption: they have confidence in the expected income index, and their personal consumption, advanced consumption and fashion consumption are similar to those of developed countries abroad.
⑤ Changes in the international situation: The international situation is still dominated by peace. The exchange rates of major currencies, such as the US dollar and the euro, are unstable, and jewelry and diamonds play a significant role in maintaining value, and the domestic market is not greatly affected by the international community.
Third, the company market diagnosis:
1, question:
① Brand product positioning: Low-end brand products are over-sampled, and brand product positioning should focus on high-end brand products, so as to reduce the sample number of low-end brand products.
2 price strategy: refer to pricing. 70% of the same brand products are priced 5-20% higher than those of the same brand. Reflect the brand image.
③ Quality control: the enterprise's quality system is not perfect, there are omissions in internal and external quality control, and quality accidents are not handled thoroughly and quickly.
④ Service quality: there is no perfect service system that can promote sales, and the service content is few, and the service level needs to be improved.
⑤ Brand communication: there is no systematic brand building system, no attention is paid to brand promotion, and the construction of popularity and reputation is not strong enough.
⑥ Channel management: Mainly direct chain stores, with great pressure on self-owned funds, limited scale expansion, high operating risks and high costs.
⑦ Promotion: There are few forms and modes of promotion activities, less centralized operation, low efficiency and insufficient resource integration.
⑧ Store management: the structure and quantity of store samples are unreasonable, the counter layout and site effect are not eye-catching and prominent, and the brand promotion is not prominent.
Pet-name ruby personnel management: the terminal personnel are in an incorrect working state, unable to understand the site specifications, and lack direct selling skills.
⑩ Public * * * relations: improper handling of local public * * * relations, improper handling of events that have adverse effects on the company and damage the company's reputation.
2. Market opportunities:
Well-known brand: a well-known brand in Hong Kong, which has a certain reputation in the industry, is a professional manufacturer and seller of jewelry and diamonds.
② Sound network: early layout, reasonable distribution, wide coverage and good operation.
③ Rich brand products: independent design, production or procurement, novel and unique brand products, reasonable brand product structure and rich production lines.
④ Professional team: After years of operation, an effective management mechanism and team have been formed.
⑤ Capital advantage: Hong Kong has a strong corporate background, capital operation and strength.
⑥ Huge market: The domestic economy is developing steadily, with a large population, some people get rich first, and the market capacity and growth rate are relatively large.
Four. Market objectives:
1. sales performance: the sales revenue in 2003 was not less than 1 100 million yuan, an increase of more than% over 2002.
In 2003, the number of brand products sold was not less than 10000, an increase of more than% over 2002.
2. Sales network: In 2003, a new direct store was established in China, reaching 100, and franchise chain stores were established in Jiangsu, Hunan and other provinces. The sales network covers 25 provinces in China, and the total number of stores reaches 100.
3. Average single store sales: In 2003, the average single store sales was not less than 10000 yuan, an increase of more than% over 2002.
4. Diamond Club: Develop ZDS Diamond Club with10,000 members, and increase brand awareness by%.
5. Promotion of new brand products: achieve the marketing and sales targets of three series of new brand products every quarter. New products accounted for more than 50% of the total sales in this quarter.
Five, marketing planning implementation strategy:
(1) marketing purpose:
Marketing scriptwriting, brand products, channel setting, advertising, promotion of soundtrack, service follow-up, moderate price, customer recognition and market completion.
(2) Brand product strategy:
① Brand product positioning:
Based on high-end brand products, production, proofing and sales. Judging from the price system, it shows that ZDS focuses on middle and high-end consumers and highlights the noble quality of ZDS, a well-known brand made in Hong Kong. At the same time, the price system of brand products is perfect and the affinity is high, which will not make customers feel distant.
② Brand positioning:
Specific positioning: International brand of jewelry and diamonds, built for mainstream people and catering to high-end consumption.
B brand connotation: noble, classic, professional and fashionable.
C brand affinity: an international brand, came to China.
D brand identification: complete CIS system, continuous advertising, easy to identify and remember.
E brand reputation: high-quality brand products, perfect service system, assured first choice.
F brand public image: participating in public welfare activities, caring actions, donating money for education, etc. To repay the society and establish a public image.
③ Price positioning:
Reference price:
Referring to similar brand products and well-known brands, the price is 5-20% higher than that of competitors, and the publicity reflects the brand advantage and realizes differentiated premium income.
Price control:
Clarify the price system, determine the price uniformly throughout the country, and stores have no right to float the price. It is strictly forbidden for stores to discount privately. Unless there is a national unified promotion and the launch of new brand products, it is forbidden to sell at a discount, so as not to dampen customers' trust in the brand.
C. Discounted sales: Give a reasonable discount to wholesale business or bulk purchase, but maintain a unified retail price. There is a special channel operation and incentive system in batches to limit the price fluctuation of retail stores.
D. price positioning and sampling criteria:
I recommend it carefully.