Sustainable Development Of Clothing Brand Needs Diversification Strategy

Look at the kernel first.

We know that any clothing has its life cycle, and the short may not have been listed on the aborted, long may continue for a hundred years.

But the cruelty is that what seems to be boundless today may theoretically withdraw from the stage of commercial history. Even more powerful clothing and technology may suddenly become a bubble, such as Kodak's clothing brand and its film technology.

For a garment enterprise, how to effectively extend the life of a garment and make the most of its value is a problem that must be faced in the stage of a garment still surviving.

When a clothing market is in its infancy, the pioneering strategy of clothing market development strategy and diversified development strategy helps to occupy the space and quickly form the advantage of scale.

And when a garment market is in a mature stage, the clothing market capacity may tend to be saturated. When the competition between the garment market may be in balance, the leading clothing brand can try to make the battlefield a fine and penetrating fashion market penetration strategy.

The implementation of the apparel market penetration strategy can still further increase the sales of clothing, and it can still consolidate its position in the apparel market, and more importantly, it can greatly extend the life cycle of clothing.

In a clothing market that enters the stage of clothing brand competition, we still have many ways to infiltrate, such as reasonably increasing the functional characteristics of clothing, increasing the frequency of using the situation and increasing the average usage. Of course, it is more important to find and attract potential customers, not only in the existing target clothing marketing market, but also in the blank area.

The external cause is very simple. It can be summed up in just one sentence: China is too big!

In China, a large country with 1 billion 300 million people and almost every daily consumer goods has more than 10 billion garment market capacity, the clothing marketing channel is complicated to the extreme.

Chinese marketing

There are significant differences in the characteristics of the channel. In the northern Guangzhou and Shenzhen first tier cities, the modern clothing marketing channels represented by the supermarkets have become the leading clothing marketing channels in the clothing market. In the four and six tier cities and the vast Midwest, there is still a widely dispersed retail system of clothing, and the pattern of the spouses and cooperatives is still strong and prosperous.

Cities from three to five occupy 65% of the share of fast moving products.

Although China's urbanization process is accelerating, the township population still occupies an absolute majority. In other words, the share of the township garment market also occupies the overwhelming majority.

China's apparel marketing channels are changing very rapidly, and new forms of clothing marketing channels are emerging.

Of course, this is also the loveliness of China's clothing market.

The asymmetry of clothing marketing channel information and layout has also created opportunities everywhere. Too many small garment enterprises have made use of the empty space of time and space to achieve their own tactical brilliance. When the real strategic clothing enterprises began to exert their strength, these so-called "small distributors" and "small terminals" in the big clothing market naturally became the frontline of competition.

However, Chinese consumers are more inclined to buy clothing and clothing brands that can give them a sense of security, which is still a good news for international clothing brands.