Why Is It Difficult For Consumers To Taste The Brand?

The clothing market is excellent. According to relevant data, from 2012 to 2017, China's clothing retail has maintained a steady growth trend. Among them, in 2017, the total retail sales of clothing reached 1455.7 billion yuan, an increase of 477.9 billion yuan compared with 977.8 billion yuan in 2012. It is estimated that the national retail sales of clothing will reach 1523.1 billion yuan in 2018.

There are two reasons why the clothing market is so prosperous. On the one hand, clothing is a rigid demand, no matter how the clothing format changes, the market has a stable demand for clothing. On the other hand, with the improvement of consumption level, people have more requirements for clothing, and the demand is also increasing. Because of the increasing demand of the market, the clothing industry presents a prosperous scene.

The huge potential of the clothing industry has led to the emergence of many clothing brands in the market, such as Zara, UNIQLO, H & M and so on. These are small famous brands. In addition, there are some brands that are actually good but not widely known to consumers. Among them, Euler is the most typical. The brand has always been guided by the taste of consumers' clothing, and its fashion label is also popular with consumers. But Ou Shili has not developed into a big brand. The reason for this is to start with Ou Shili himself.

Before the brand texture guide, after a strong capital support, Ou Shili still can't be famous

Ou Shili, whose English name is ochily, is a self created brand of Hercules International (Hong Kong) group. It mainly deals in women's wear, men's wear and accessories. It is understood that Ou Shili's brand inspiration comes from Florence's city flower, Hosta. This kind of flower is elegant, graceful and graceful. After the rain, the frozen stones flash with various colors. It has become the source of Ou Shili's elegant and changeable colors.

From the current situation, European fashion is dominant in women's clothing business. This can be seen from the brand positioning of Ou Shili. The target users of Ou Shili brand are mature, confident, independent, noble and generous women of the times. Ou Shili advocates the integration of art and commerce, breaking the Convention, from design to technology, from color to board shape, from details to collocation, to launch the concept of mix and match. The concept of mix and match makes Ou Shili's brand full of texture.

Since its listing in 1999, Ou Shili has been growing rapidly in the Chinese market. In a short period of more than 160 million stores in Beijing and Shenzhen, the sales volume of these stores has reached 160 million, more than 60 million in Shenzhen and Shenzhen.

In 2011, the company's headquarters in Guangzhou was about $15 billion. It can be said that Heji group has considerable strength in the industry. In 2012, Heji took the ride of LVMH group, a famous luxury goods company, and went all the way. According to relevant data, from 2014 to 2017, the revenue of direct operation mode of Heji group was 2.241 billion yuan, 2.365 billion yuan, 2.694 billion yuan and 2.943 billion yuan respectively, accounting for 39.15%, 42.12% and 45.14% of the group's main business income respectively. As of 2017, the total assets reached 5.298 billion yuan.

It can be said that Heji's strength is quite strong, which naturally helps Ou Shili. As a self-made brand of Heji, oushili has always been keeping pace with the group's development direction, adhering to the group's consumer oriented fashion brand operation concept. The past business data of oerlich's parent company also proves that this concept is very useful in the clothing market. With a certain amount of revenue, Heji group also threatened to enter the IPO last year.

In this case, Ou Shili brand itself has texture, and the capital backing behind it is also strong. It is reasonable to say that such a clothing brand should rapidly develop into a big brand well known to consumers. However, in terms of the current reputation of Ou Shili in the clothing industry, it is obviously not the case.

The battlefield is too dangerous and the backing is not strong. It is difficult for ou Shili to break through the encirclement

Although Ou Shili has the brand texture as the facade at the front and the parent company as the back-up in the rear, there are many other reasons hindering Ou Shili from becoming a real big brand in this complicated clothing market.

On the one hand, although the clothing industry is prosperous, but the market competition is very fierce, the major clothing brands have increased their horsepower to rise at the fastest speed, you compete with me to steal the market. Not to mention China's local clothing brands, just foreign clothing brands have entered China. As early as 2016, there were 12 Korean clothing brands entering the Chinese market, such as elite, 8seconds, good people, and fan Buwei.

However, before the entry of these new brands, there were many foreign brands in China's clothing market. For example, Zara, UNIQLO, H & M, etc. These brands have accumulated a very large number of users. And Ou Shili's expansion in China's market will definitely face off with these "local snakes". It is not so easy for ou Shili to tear open a hole in such a market pattern which has already taken shape.

In addition, many new concepts are changing in the retail industry. Many clothing brands have walked a long way in the new retail clothing. The brand can only be found behind the new brand, and the greatest extent of profit can be found in the front of the brand. At present, there is no news that Ou Shili has made any achievements in the new retail.

On the other hand, although Ou Shili is supported by the capital of its parent company, the parent company is not only a brand of Ou Shili, and the love of Yulu junzhan is not enough. It is understood that, in addition to oushili, it also owns many self-made brands such as five plus, trendiano, coven garden, etc. In addition, Heji also acquired miss sixty and operated superdry, Denham and other international brands in China through joint venture.

It can be seen that the net of the parent company of oerlich is very large. However, it is not necessarily a good thing to cast a large net, because there will be many problems when the fishing area is large. For example, if there is a problem in a certain place, it is not easy to find it for a time, which will make the fish that has been in the net slip away from the "broken net port" with loopholes. However, the "big net" of Heji obviously has problems.

According to relevant data, from 2014 to 2017, the operating revenue of Heji was 5.803 billion yuan, 6.096 billion yuan, 6.446 billion yuan and 6.590 billion yuan, respectively, with a year-on-year growth of 5.05%, 5.74% and 2.24% in 2015-2017; the corresponding net profits in the same period were 1.144 billion yuan, 1.126 billion yuan, 1.153 billion yuan and 961 million yuan respectively, and the growth rates of net profit in 2015-2017 were - 1.6%, 2.42% and - 16.66%. Obviously, the growth rate of Hechi's business income slowed down, and the net profit even stepped into the embarrassing situation of negative growth.

However, the parent company is still not vigilant after the growth rate of operating income slows down, and plans to continue to expand. It is understood that Heji's latest prospectus shows that Heji plans to raise 1.839 billion yuan for marketing network construction projects. The project plans to adopt the mode of purchase and lease to carry out the marketing network layout in many first and second tier cities in China, that is, the construction of Direct stores. It is planned to build 6 experience centers and 350 standard stores. In fact, from 2015 to 2017, the number of Direct stores of Heji stock has soared from 765 to 1184 at the end of each period.

Generally speaking, there are too many "enemies" on the battlefield of the clothing market, and the competition is very fierce. The "enemies" have already flown far away by taking advantage of the east wind of new retail. However, Ou Shili is still in place and has little to do. However, there are a lot of brands created and operated by Ou Shili's parent company, which fails to fully support the development of oushili in China's clothing market. These two reasons make ou Shili not grow into a big clothing brand.

Under the constraints of dual reasons, why does Ou Shili become a big clothing brand?

In the vigorous battlefield of clothing industry, the strong enemy is in power, and behind this battlefield, Ou Shili is not able to move. So, how to develop into a clothing brand?

First of all, since Ou Shili can't get 100% support from its parent company, it needs to explore its own energy. For example, Ou Shili's mix and match style endows the brand with a brand-new fashion style. Ou Shili can use this advantage to gild itself. That is, by virtue of consumers' love for the mix and match style, create a unique label for mix and match, and make No.1 of clothing mix and match style, so that consumers can think of Ou Shili as long as they think of the clothes of mix and match style.

Secondly, the fierce competition in the market can not be avoided, but to be able to stand on the market, we need to have enough users. In other words, Ou Shili needs time and mind to cultivate sticky users of the brand itself. Clothing is a kind of commodity with low price and high frequency. With the change of seasons, there will be a lot of market demand. Especially at present, the living standard of consumers is improving day by day. Most of the time, consumers buy clothes for the sake of beauty, not just because of the change of seasons. Therefore, the cultivation of sticky users is very important.

Finally, osili should increase its power in the new retail of clothing. Under the new retail trend, the format of clothing industry will tend to be diversified, and many new elements will emerge in the industry, which will make great contribution to attract users. For example, in the past, there were only traditional formats such as physical stores in the clothing industry. Soon after, e-commerce came, which injected new elements into the clothing industry and brought huge dividends. And the new retail is coming fiercely, and the business opportunities hidden behind it are very big. Therefore, the development of new retail is very necessary.

In a word, as a fashion brand oriented by consumers' taste, Ou Shili has certain market influence. However, this kind of influence is not big enough to support Ou Shili to become a big brand. In other words, Ou Shili still has a long way to go to become a big clothing brand. However, while focusing on deep cultivation of products, Ou Shili should also see the importance of marketing. Ou Shili, as a new retailer, will expand its marketing channels. Only in this way, can we really become a fashion giant known by consumers.