Ten Ups And Downs &Nbsp; Pierre Cardin's Women's Clothing Market In China

French Pierre Cardin Brand enjoys high popularity and reputation in the international fashion field. This is not just because brand The founder - three times in France clothing The legendary life of Mr. Pierre Cardin, who designs the highest award "golden top needle", depends more on half a century of ebb and flow. Pierre Cardin's brand is persistent thinking, enterprising and self perfection.

More thinking is needed when wandering.

The origin of Pierre Cardan and China dates back to 1978, and he was the first foreign designer to come to China. Pierre Cardin's women's clothing products were stationed in the Chinese market in 1999. In 2000, Beijing orient Qili garments and Garments Co., Ltd. successfully obtained the general agent right of the two series of Pierre Cardin's women's wear and female knitting in China (including Hong Kong and Macao). In March 2001, Pierre Cardin's first dress appeared at the Seth shopping center in Xidan, Beijing, and then entered Beijing Baisheng, Cui Wei, Wangfujing department store, Changchun Zhuo exhibition, Shenyang Zhuo exhibition, Ji'nan Ginza and other shopping malls.

Since Pierre Cardin entered the Chinese market, the women's clothing has directly extended the classic design of Pierre Cardin in France. These design styles aroused great repercussions in the Chinese market at that time, and occupied the dominant position in the Chinese women's clothing market in the first few years. But with the increasingly fierce market competition and the deepening of consumer understanding of fashion, the convergence of Pierre Cardin's original design concept and Chinese consumer demand has become a bottleneck.

In order to make Pierre Cardin's women's clothing more adaptable to China's consumer market, Oriental beauty has carried out comprehensive and in-depth thinking, and has been communicating with France headquarters many times, and has begun to cooperate with domestic professional consulting companies and clothing colleges. In 2009, Beijing Institute Of Fashion Technology was finally selected, and a strategic development agreement was signed. The development of the brand was re planned, a new promotion plan was made in all directions, and a "North dress Oriental beauty dress brand marketing studio" was set up in Beijing Institute Of Fashion Technology. {page_break}

For the clothing industry, the present era is the era of positioning supremacy. According to Lester's positioning theory, product positioning refers to the positioning of brand products in the minds of consumers.

The northern dress Oriental beauty project group, aiming at the present situation of Pierre Cardin's women's dress, puts forward several core issues that need to be reconsidered in the brand positioning of Pierre Cardin's women's clothing. First of all, product positioning is determined by the crowd of consumer products, while in the country, women's clothing consumers are often determined by the core shopping malls. Secondly, different grades of shopping malls decide the brand that the shopping mall chooses at different prices. In a sense, the market determines the price of the brand in the real market. In the same level of shopping malls, the composition of consumers tends to be concentrated, and consumers pay more attention to the core value of products in purchase behavior.

The project team's positioning of Pierre Cardin's new style of women's clothing starts with the study of consumers and competitive brands. After a year of analysis and research, Pierre Cardin's dress should have several key points: the continuation of French Pierre Cardin's modern minimalist style; the quality and workmanship are the foundation of Pierre Cardin's women's clothing products; the application of European colors and decorations; and moderate timing.

In order to more accurately and objectively understand the consumer habits of target consumers for women's formal clothes, the project team began to investigate the consumption patterns and asset appraisal projects of women's clothing in Beijing in April 2009. The collected data were analyzed in depth with the SPSS software of international general quantitative analysis software, which provided a scientific and realistic basis for grasping the needs of target consumer groups in a profound and comprehensive way. In 2009~2010, the project group completed six phased reports, and made a brand-new orientation for Pierre Cardin's women's clothing brand.

According to the analysis results of market and consumer behavior, the project team believes that the image and influence of the French Pierre Cardin dress brand in Chinese consumers need to be re adjusted and shaped. The project group reaffirmed the position of Pierre Cardin's brand in the market through in-depth study of brand competitiveness, brand positioning strategy, terminal marketing strategy and brand promotion, including brand image, brand style, positioning and adjustment of target consumer groups, and product line design, operation mode and other specifications.

Combined with the marketing data and market development space of Pierre Cardin women's clothing for three years, the project group also made a comprehensive plan for the development of Pierre Cardin's women's clothing in the next five years, including the overall market target, five year financial goal, five year sales plan, product development plan, channel development plan, organization and management plan and so on. {page_break}

Promoting brand by "overall view"

Orient is committed to promoting Pierre Cardin's dress for more than ten years. Pierre Cardin's dress has always been positioned in the high-end market, and the sales channel is mainly based on the first tier stores in the first tier cities in China. At present, there are many direct outlets and more than 30 cooperative agents in China's high-end shopping malls.

In 2009, orient Qili adjusted the product development team and gradually transformed its product style. In 2010, the sales performance of Pierre Cardin's women's clothing increased significantly, and the sales volume of the national direct store increased by 38% over the same period last year. Among them, Harbin big single store annual sales exceeded 13 million, Shenyang Zhuo Zhan shop, Changchun Zhuo exhibition shop, Ji'nan Ginza shop, Beijing SOGO store and other main stores increased 27% to 40% compared to the same period.

In the next five years, orient will focus on product research and development and channel integration, and continue to expand its share in the National Women's clothing market. In the next three years, 30 Direct stores and 50 cooperative agents will be added.

While replanning the brand, Pierre Cardin's dress is more concerned about the development of social and cultural industries, and strongly supports the related social and cultural activities.

In December 2010, Pierre Cardin's women's costume sponsored the national quintessence tournament, China's go first Division League. While doing a social responsibility, it combined the core idea of the go with the brand management, and looked at the brand development from the perspective of "overall situation". It not only made the consumers feel the promotion of the clothing products and terminal images, but also made them realize the deep cultural connotation of the Pierre Cardin women's wear brand.

"Success is inseparable from partners and hard work." This is the most simple way of management for Mr. Cardin. We have reason to believe that the future of piercardan's brand will be brighter by virtue of years of brand accumulation and continuous rethinking and upgrading.