The story of fish and bear's paw staged Jeanswest moment, really hurt? As the domestic casual wear brand boss "Jeanswest", since 1993 the first branch opened in the mainland, has all the way popular in the north and south, a leading brand. Jeanswest occupy the middle and low-end casual wear market in major cities in China with its stylish but unsophisticated character, price-oriented public, unified VI logo and well-managed chain stores. It has been popular among second-tier and third- The love of young consumers has always been at the forefront of the annual market share of casual wear in cities. In recent years, "Jeanswest" market share declined. In response to fierce market competition, Jeanswest had to join the price war. Consumers really Davis VIP card can not only enjoy more than the original discount, and the application conditions are greatly reduced than before. Even in the May sales season, the goods have just started listing a discount. Carrefour stores in Beijing's Whitehead Bridge, I saw "Jeanswest" ongoing full-scale discount activities, over 100 minus 20, over 200 by 60, over 300 by 120, before the store full of people. While making significant discounts and promotions, Jeanswest's brand image is different from what it used to be and its appeal to younger consumers is weakened. Metersbonwe really do not take the unusual way? As a rising star of domestic casual wear brand, "Metersbonwe", a "do not take the unusual road" slogans popular throughout the country, its fashion, personality, innovative style favored by young consumers, a domestic leisure Upstart brand installed. In particular, hired Jay Chou as its brand ambassador, the brand awareness is rapidly rising. In addition, its virtual business model has also been relished by the industry. However, "Metersbonwe" also inevitably discounted routine. On the one hand, "MTS? Bonwe" to face the other fierce competition with the same brand, on the other hand need to reduce the manufacturer's inventory costs. Therefore, in addition to the usual quarter-end dumped goods tricks, but also according to changes in the internal and external environment for seasonal goods discount promotions. In addition to discounts, but also the use of gifts such as gifts to carry out promotions. Although I believe that this promotional means an immediate, but the brand's own lethality must not be ignored. Although the choice of the target market, "Metersbonwe" want to substantially exceed the Jeanswest, Baleno and other equivalent brands, the Jack Jones, Mark Fairwhale and other mid-range brands as competitors, but the succession of discount activities has reduced the number of Brand recognition in the consumer's mind. Baleno, flagship store into a discount store? The elite Benny Road, had hired Faye Wong and Andy Lau two heavyweights as a brand ambassador. Into the mainland market within a few short years, it has become a well-known casual brand, and derived from the geometry of life, ebase and several other affiliated brands. But it was also in this short period of several years that Baneyo Road has taken the "civilians" route to the limit. Almost any one store, can see "Baleno" discount poster. Wangfujing Street in Beijing's flagship store, a large number of stocks and apparel at a very low discount sale, the flagship store has become a perennial discount stores. Can not go out of the discount circle In the fierce competition in the market, discount is the most common promotional tools. What is the next discount? For many casual wear brand, or discount. Medium and low-end casual wear in the product style, technology and other aspects of little difference, similar to alternative clothing brands tend to be more demand-elastic, consumer preference for the brand is not strong, brand loyalty is lower, more price sensitive. For example, "Jeanswest" and "Baleno" easy to replace each other, when a consumer wants to buy a middle and low casual cotton T-shirt, if the "Jeanswest" cotton T-shirt is higher than the price of "Baleno", then consumers It is possible to buy "Baleno". So when the inter-brand substitution effect is obvious, the purchase result of consumption often depends on the strength of the brand promotion activities. An effective discount activities can bring brand sales increased, so it will also lead other brands to come up with discount killer, which in turn lead to price war. A marketer has said that if you want a brand to die quickly, let it be discounted. In the constant discount process, consumers will gradually reduce the original expectations of the brand. When consumers are puzzled by brand instability prices, the added value of the brand virtually dropped. At the same time, discounts will also make consumers "addicted" to produce discounts on the expectations that the new listing will inevitably be discounted because the brand in order to avoid the current sales decline and have to continue to discount other brands continue to follow up, thus forming Discount the vicious cycle. Brand building is not optimistic In recent years, the successful landing of foreign casual wear brand, so that domestic companies saw a breathtaking brand image. Domestic casual wear companies have begun to focus on brand building, the effect is not optimistic. Brand positioning fuzzy Brand positioning is the foundation of brand building, each casual wear business must have a clear and clear brand positioning, brand positioning is to find a unique brand position. To the feeling of the target consumer group, is the result felt by consumers. Unfortunately, some domestic casual wear enterprises are either located in a wide age range, or simply by "white collar" and "blue collar" to divide the target groups, or simply use some abstract words such as "successful people", "aspiring youth "And so on to describe consumer objects. This makes it harder for consumers to identify and differentiate brands, let alone loyalty brands. Homogenization of the serious brand homogenization of domestic casual wear business brand mainly in the target market homogenization, product homogeneity and homogenization of communication. When 80% of business owners are pegged to the same target market, selling clothes and selling radish cabbage is no different. This will not only trigger a price war, blind production will result in huge inventory pressure on the business. Brand construction is affected by short-term interests Enterprises often propose brand-building strategies in the spring of their own. However, in the event of a short-term loss, all the vowed concepts are turned out to be non-existent. Various types of heavy sales, big bloodshed, Fist hit all, the result is brand building before he lost. How to choose the fish and bear's paw fish, I want, bear's paw, I also want, the two can not be both, take fish and bear paws also. In an increasingly competitive today, when discounted sales to win market share and clothing brand building both can not have both business how to choose? At present, more and more leisure apparel companies begin to attach great importance to brand building. However, as the most commonly used method of marketing, price promotions should also be valued by the enterprises. Only in the face of the reality of domestic casual wear business, brand building in more efforts to improve independent innovation and design and development capabilities and improve their own competitiveness, it is possible to resist or jump out of this low-level competition cycle, so that enterprises stand an undefeated place. The first one: product innovation Product innovation is to avoid the homogenization of the brand an important means. To get out of the fierce competition, there must be something unique that appeals to consumers. Today's domestic casual wear market is the need to "lead the fashion" brand rather than "keep up with fashion," so the brand should be added in the style of design more unique brand personality elements to enhance the prediction and development of popular colors, at the same time But also in the fabric enough time to make the beautiful and the performance of organic unity. Product innovation can not only enable enterprises to get rid of the low-end "Red Sea" competition, but also open up a "Blue Ocean." "ONLY" is a model in product innovation. It has many designers, located in Paris, Milan, London and Copenhagen and other major fashion birthplace, which makes "ONLY" will always stand at the forefront of the European fashion. Parts of "ONLY" are from Europe and Japan. Special emphasis is placed on using the latest high-tech fabrics such as high-strength fibers and spandex to make the fabrics not only comfortable with natural fabrics but also easy to clean and well-maintained. More than ten kinds of color series, dozens of fabrics, hundreds of styles, and just the right accessories, no matter how selected, can be "ONLY" clothing harmonious match together, by many young female consumers. The second measure: rapid response Rapid response in developed countries such as Europe and the United States in the textile and garment industry and retail industry has been widely used, and further extended to developing countries. Eighty percent of apparel companies in the United States have joined the rapid reaction system, while developing countries in Mexico and Central America have made significant gains by participating in the United States' rapid response system. Spanish well-known clothing brand "ZARA" each year to provide 12,000 kinds of product options for customers to choose, is to sell 400 million pieces of clothes a year, opening 1.5 stores a day speed, continue to expand its territory around the world. "ZARA" is relying on rapid response to become the benchmark in similar apparel business. Rapid response to casual wear enterprises to achieve accurate and timely delivery of the desire of upstream and downstream enterprises, so that "new style, small batch, short cycle" to be achieved. As Europe's largest apparel brand, "H & M" almost all over the continent. Landing in Shanghai, "H & M" on the first single-store sales of more than 2 million yuan. In the "H & M" many success factors, its supply chain management contributed. H & M has designed an efficient supply chain to control production in Asia and a rapid response supply chain to control production in Europe. With its tight control over these two supply chains through its IT system, H & M is able to expand its sales volume and balance fashion. The third measure: high value-added brand culture is inherent in the brand culture and cultural taste, is an important embodiment of high value-added casual wear. LEE, Levi's, JEEP and a number of other foreign casual wear brands firmly occupy the world garment market with their strong brand advantages and achieved high added value. Many casual wear enterprises in China are still stuck in the primary processing stage, almost impossible to go out their own brands. Domestic casual clothing companies to adopt the most practices is "brand culture-based", which imposes meaning on the brand created by the image of the spokesman to elaborate. The promotion of this "dominant culture" is an example of success, but for the aesthetic and promotion of "hidden culture" at the level of historical precipitation and style advocacy, the domestic casual wear enterprises still have a long way to go , Which is the competitive advantage that other companies can not imitate. (Author: Beijing Institute of Clothing Ho regaling)