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Factors Affecting The Fast Entry Of Clothing Products Into The Market And The Rules Of The Market

2013/7/19 18:02:00 26

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according to the market research of "a target=" _blank "href=" http://www.91se91.com/ "clothing" /a "products by domestic consulting organizations, it is found that the clothing products that can be successfully promoted and survived in the process of entering into the market account for less than 10% of all listed apparel products. The overwhelming majority of clothing product promotion ended in failure. The failure of clothing products in the market has brought great pressure to the market, resulting in a passive state of the enterprise. Why clothing products fail so much? The main reason lies in the lack of research and development strategy for clothing products, lack of Market Research on clothing products, lack of evaluation of clothing products, lack of funding guarantee mechanism for clothing products, lack of clothing product marketing mechanism and other factors. Therefore, this paper discusses how clothing products enter the market and the factors that affect the rapid entry of clothing products into the market. 
 the factors affecting the fast entry of apparel products into the market 
 for clothing products, though "seek advice and make things happen", enterprises are fully prepared and planned to increase the probability of successful listing of clothing products. Study the following external factors and internal factors of the success or failure of clothing product marketing: 
 external factors, although many enterprises have conducted a full investigation, analysis and study of the external environment before the listing of clothing products, including politics, economy, culture and technology, and made some risk precautions against crisis preparations. However, there will still be unexpected situations and even irresistible factors. 
 internal factors, in fact, the success of clothing products, the internal factors of enterprises occupy a large proportion. The success of clothing products is closely related to the judgment of enterprises, that is, whether enterprises have "vision", decision-making power, planning ability and execution power. 
 market research is seriously inadequate because many enterprises do not pay enough attention to the concept of clothing product development, or the restriction of manpower and financial resources. They are not deep in the market research, lack of correct analysis of customers' complex and diversified purchase behavior, nor can they correctly segment the market, determine the target market, ignore the estimation and prediction of market capacity, and consider the product life cycle stage and the competition situation in the same industry. Blind decisions have led to the failure of the development of clothing products. 
 clothing products lack of funds guarantee mechanism, the shortage of funds has become a serious constraint factor in the development of clothing products. Some clothing products developed by the enterprises have a good market prospect, but they have no financial resources to develop or trial produce. After successful, they have no funds to form mass production capacity, or after they invest in fixed assets, there is no working capital or no money to open up the market, so that after the successful trial production of clothing products, they can not be produced and sold in batches, causing the main factor that clothing products can not enter the market quickly. 
 rules for fast entry of apparel products into the market 
 clothing product market research, from a strategic point of view, taking the long and medium distance road and taking a short, smooth and fast road to consider strategic positioning, it is a very effective choice to adopt a short, flat and fast way to make quick response to the market. Therefore, in terms of market segmentation, the leading products must be locked in what the enterprises want and what type of products they need to seriously study and analyze. To understand the needs and dynamics of enterprises and consumers, and to study what are the driving forces of purchasing products: variety, quality, publicity, price, service and trustworthy characteristics. 
 clothing products market segmentation enterprises can not meet the needs of all enterprises and consumers when developing clothing products. However, in fierce market competition, we must concentrate our efforts to effectively select the market and gain competitive advantages. Market segmentation is conducive to exploring new market opportunities and finding some potential demand for enterprises. It is beneficial for producers to identify business strategies and find the best combination of their own resources and objective needs according to market segmentation. After identifying their own market segments, enterprises can find the target of market demand. 
 there are many ways to evaluate the concept of clothing products in the market evaluation of clothing products. Every enterprise can summarize its unique methods from the past experiences and lessons, and the relative index evaluation model is relatively mature. This model is based on intuitive judgment, and selects some ideas according to certain evaluation factors. The projects usually include product quality objectives, enterprise's technological capability, production capacity, sales ability, competition status, market potential, profit rate and so on. Then, according to the importance of each evaluation factor, different weights are given to each evaluation factor, and then the scores of each factor are multiplied with weights, and then the total product is added to get the total score of the design. Each enterprise can determine different evaluation factors according to the difference of product type, enterprise scale and so on. The evaluation factors can be more or less, depending on the specific circumstances. The relative adaptability of the model is to assess the relative adaptability of the conception to the various evaluation factors through the experience of conceiving the filter, and the adaptability is strong, the development risk is small, and the relative index score is high. 
 naming and naming of clothing products is an important carrier for the concept to express itself, and also lays a necessary foundation for brand promotion. For a clothing product, its naming must be based on the following principles. (1) be pleasant to hear. It's very important to listen well. (2) to be close to the concept, that is, it is related to the internal quality of the product; it must be thought-provoking and has certain cultural connotations. (3) to be positive and upward, it can touch people's nerves, be novel and fashionable. (4) strive to be concise and not to use unusual words. In addition, we should also consider the negative effects of domestic and international communication, taboo and all customs, and the appellation of low style. 
 clothing product concept, the so-called product concept, mainly refers to the psychological requirements of a product's outstanding characteristics and functions combined with the consumer group, and finds a better combination point and publicity department. This is the idea. The generation of a concept must be unique. It must be acceptable and acceptable to all. It must be fashionable and unique. It must have certain cultural connotations and something that is intriguing. It must be well remembered and easy to spread. It must be active to make people feel loved at first sight and produce good feelings and aspirations in an instant. Therefore, the generation of ideas is extremely difficult and crucial. The idea has been chosen correctly, and the market development of the product has been half successful. Of course, in the establishment of the idea, the internal quality must also be closely linked to the idea and form a perfect unity with the inside and outside of the idea. 
 brand strategy brand is a combination of name, symbol, symbol and design. It is used for enterprises and consumers to pay attention to product shopping. Brand is a general name, which includes brand name, brand logo, trademark and trademark law. Its meaning (1) as a language address; (2) brand logo, such as symbols, patterns, distinctive colors, printing and other images; (3) branding is used by enterprises in the prescribed activities, and has its functions; (4) identifying goods, facilitating purchase, promoting sales and increasing profits; (5) in order to safeguard the interests of enterprises and consumers, expand publicity and develop the market and establish a good corporate image.