Positioning Of Brands In China's Clothing Industry: Finding Suitable Genes

Brand positioning is what companies want to do. brand The grade.

After more than 30 years of development, the clothing industry has undergone tremendous changes. Yang Dayun summed up the experience of three generations. The first generation was born in the 40s and 50s of the last century. Nowadays, they are no longer a major consumer group. The second generation was born in 60s and 70s. People of this age group have made some achievements in their career and are the main ones in the enterprise. Leadership class It is also the main consumer group, but in another 10~15 years, this generation of people Consumption ability May gradually weaken.

"The most potential people in China are the last generation, now the so-called post-80s and post-90s, and they will not keep up with the same clothes of the same generation. The reason is that the clothes worn by their fathers are totally unsuitable for them. The three generation of consumers in China is the three consumption concept. Their consumption concept and life values are totally different. Yang Dayun said.

Therefore, if we want to satisfy the needs of all people at the very beginning, we must let ourselves go into a blind alley. Accurate customer base and market positioning will make the brand closer to the needs of the target group.

Deng Lifu divides the domestic brand operation into three main camps: traditional, fast fashion and style design. "Foreign trade transformation enterprises should have little advantage in doing traditional classics. There are great opportunities to do the latter two. It may vary from person to person. Everyone has their own genes. Different genes are suitable for different things. For example, Asians are good at playing table tennis. Maybe Europeans or South Americans are good at playing football. "

It should be noted that when positioning, you must not blindly follow the market. Take the fast fashion as an example, the market frenzy caused by ZARA and H&M has created a group of fast fashion followers.

"Fast fashion is not always so good. Now fast fashion enterprises are also facing pressure, such as ZARA, their performance is no longer good. Therefore, enterprises should decide what to do based on the financial strength and market positioning and the needs of the market. Yang Da Jun reminded.