Patterns Of Clothing Consumption: From "Cost Performance" To "Music Price Ratio"

At one time, I was on the street with my elders, and I was going to haggle for some clothes. The elders simply took money out of the clothes for the money, and said, "the most important thing is to buy something happy. Now," music price ratio "is more fashionable than" cost-effective ". In the following many experiences, I have a deeper understanding of the role of "music price ratio" and realize the gradual change of people's consumption concept. Even the parents coming from the age of lack of clothes can change the deep-rooted pursuit of the highest value for money consumption concept, instead of pursuing the "music price ratio".

With the improvement of the quality of life, the concept of modern consumption no longer stays in the acquisition of more material products and products themselves, but more because of the symbolic meaning and function of the products, and the experience of the consumption process, that is, people pay more attention to the sexual satisfaction through consumption. The change of consumption concept actually means the transformation of economic stage, and more and more people are concerned about "experience economy".

The experience economy is known as the fourth stage of human economic life after the stage of agricultural economy, industrial economy and service economy. Some people experience that the economy is the fourth stage of market economy after commodity economy, product economy and service economy. From the analysis of textile fiber products, although bulk products still remain in the primary stage of product economy, this does not prevent part of the products with high added value, positioning high-end or special products from entering the experience economy stage. At this stage, experience consumption is the main mode of consumers, and experiential marketing has become the most favorable marketing mode for businesses.

The basis of experience consumption is the promotion of consumption ability. From the international law, when the per capita GDP exceeded 6000 dollars, the consumption pattern began to transform. When the per capita GDP exceeded 10 thousand dollars, the consumption ability of consumers for culture, health and leisure was greatly enhanced. At that time, the consumption pattern also shifted from "thrifty principle" to "pleasure principle". That is to say, from "cost performance" to "music price ratio".

Experiential marketing based on experience economy is now at full swing. The core weapon of Apple Corp's success is experiential marketing. Jobs, Apple's leader, not only makes "cool products", but also is good at creating "cool culture": to mold himself into an "anti tradition" fighter; to pursue emotional marketing as the core, to pursue "emotional resonance with consumers"; to produce only the best quality products, and to produce more varieties. This is the classic business model based on experience.

There are also classic cases in the field of textile and clothing. Nike, the famous sports brand, discovered that 60%~70% people were running while listening to music. In 2006, they created nike+ devices, which were linked to iPod, and nike+ nikeplus.com, which helped Nike turn down the running shoes business, and increased the market share from 48% to 61% within two years, from manufacturing products to creating experience. Bamboo fiber is still mentioned, and Tianzhu alliance combines it with thousands of years of bamboo culture, which resonates with consumers in China, Korea and Japan, and satisfies their emotional expression and sustenance.

In the field of home life, IKEA home is a typical example of experience consumption. A lot of friends around the company will visit IKEA regularly. In their words, "under limited resources, they can not only learn to make more rational use of space, but also find the feeling of home." There are many textile products in IKEA products, whose prices are much higher than ordinary sales methods, but people are still willing to buy them. When a textile company got IKEA's order, it thought "significant". The person in charge of the company told me that this does not mean the return of economic benefits in the short term. More importantly, IKEA's strict supervision process and humanized experience marketing mode will force enterprises to turn to a more environmentally friendly and more experiential value development path.

Recently, Beijing has also held several exhibitions related to textile and clothing. There are also several brand press conferences on fashion week, and the experience marketing mode is fully demonstrated. In all the exhibitions, China International yarn show is more professional and stronger, but the feeling of "experience" may be the weakest. Du Yuzhou, President of the China Textile Industry Association, visited the yarn exhibition many times, and stressed that on the basis of sufficient technical display, enterprises should pay more and more attention to the display of products, pay attention to the user experience, and attract the designers, designers and designers of clothing enterprises to the exhibition through the joint display of the upstream and downstream exhibits.

Taking functional fiber products as an example, this functional characterization must have reliable standards and testing data as a solid foundation. On the other hand, it should be popularized by ways that can be quickly understood and accepted by the downstream. Experiential marketing will play a great role in it. If the fiber has flame retardant function, the enterprise will compare the flame-retardant and non flame-retardant materials for combustion, whether the droplets and flame retardancy are clear.

However, it is particularly important to note that the premise of experiential marketing is the full quality of products and services. If enterprises ignore the quality of their products or services, blind pursuit of economic benefits will not only bring happiness to consumers, but will bring negative effects. Therefore, China's textile and garment enterprises must first do well their products and services, and then develop experience economy and implement experiential marketing on this basis.