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November 2, 2011
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In the eyes now, it has As an instinct of human life and basic needs, but also the development of a culture and the culture of walking, since humans have existed since its development has been a long history, and will also colorful with a unique way to move forward, rich people material and spiritual lives.
but increasingly fierce competition in the apparel industry, becoming more and more difficult, especially in some domestic apparel not only compete with domestic counterparts, but also by some foreign famous brands of shocks, which requires us to timely update of marketing strategies and take the proper means to meet the challenge.
Keywords: clothing characteristics, current status, problems, solving strategies
< br /> Chapter 1 Introduction 1.1 Introduction With the advances in the level of people lives, people attention on survival in addition to to eat outside, more attention will stay in the appearance of the decoration. These reflect the various social strata and age groups, without exception, concern for their own image. Worse still, even to eat with the money saved only for a set of expensive clothes, so no matter how the development of other industries hard, has been active in the apparel market. They do not have the so-called peak-and-bust period, because no matter when the clothes are essential.
Chapter Analysis 2.1 Market Background and Analysis
1.
< br /> clothes are necessities of human material and spiritual civilization double inheritance, in the eyes now It has As an instinct of human life and basic needs, but also the development of a culture and the culture of walking, since humans have existed since its development has been a long history, and will also colorful with a unique way to move forward, rich people material and spiritual lives.
2. with a strong ethnic characteristics
flag of a nation with the most basic of the two other ethnic characteristics: language and dress, from the cultural side, he is a distinction with other national external characteristics, for example, we can quickly distinguish the Miao and Zhuang people (because they are strong differences in dress) of the costumes for this difference is mainly due to: habits, geographical, climatic conditions, customs, national character and religious artistic tradition.
3.
times dress costumes with costumes of the times refers to the development of human society and with the changes, and in a majority of the people and the times displayed on the nation clothing, reflecting the characteristics of the times and needs.
4.
in dress clothes because the necessities of life, nature is more than manufacturers and merchants, the market domestic brands, foreign brands; big brands, small brands; children clothing, women , Men, old equipment and so filled with every streets. Manufacturers and more natural competition is fierce, according to observation and investigation, due to current market characteristics:
1. Potentially lucrative clothing market

population of 1.4 billion Chinese, a large population of 1.4 billion market, making endless money, but also a necessity, everyone needs not only defined if the enterprise market in the country, also directed the international and global, that profit is endless. As China economic development and people material living standard improves, people clothing to buy a great room for improvement.
2.
in large competitive market, the manufacturers compete a dazzling variety of businesses, attract tourists and promote reproduction, reducing the backlog of goods, expand awareness. Processes and reduce the clothing market to expand sales channels. The process now known
3. Clothing brand replacement very fast

one garment lack of brand awareness. Some companies are enough publicity, did not get good promotion;
Second, China apparel brands are generally in the low end, to some extent, the business also means limiting the development. Like the brand and the general pursuit of the spending power of consumers are more willing to buy some of the world-renowned brands. Some even in foreign countries is second-tier brand products, sales to China may be selling better than the Chinese brands, which can be considered a kind of Chinese people, So, when China own brands, especially brands just open up the market to compete with foreign brands, if not more prominent advantages, could easily have been eliminated.
2.2 apparel market segmentation analysis of the domestic apparel market will be bigger and bigger, market segmentation will become increasingly smaller, but the domestic apparel market of the future will focus on consumer trends and personalized boutique on.

2.2.1
gender breakdown of Women Market Analysis: women apparel market has been the bulk of the market, and it has been leading the fashion trend, fashion, personal representative. Women buy clothes all the frequency and amount of clothing most consumer groups, something women who in the world, said. So many businesses and resources in the melee in the women market, women brands, not much difference between brands. Women with a strong domestic brand of local color, there is not a national scale and in effect, a number of domestic women brand positioning is positioned in the middle and low market base, in several well-known luxury brands on the market yet.
the same time as the concept of the mature domestic consumer spending and expanding the domestic market, the world is also moving into China big women, women domestic market is increasingly becoming an important part of the world, the basic accounting noted in the high-end market. While foreign brands in order to develop a broader noted in the mainland market and accounts for high-end women market, with domestic brands increasingly rapid pace, more and more fierce market competition.
men market analysis : According to the National Bureau of Statistics the fifth national census in 2000 communique, the Chinese male population of 65,355 people, of the total population, 51.63%, slightly higher than the proportion of women, we can see China men consumers constitute a market capacity can not be ignored. At present, China Men industry has a considerable base: men business has modern production equipment, product market positioning is relatively clear, the quality is relatively stable. As the Chinese men market brand development started earlier, compared to other mature garments, but emerging around the new brand, so the competition is still fierce. National top ten brands accounted for almost 50% of the market, the top three: Younger, Shanshan, and Romon relatively stable market position, which have obvious advantages Youngor market , comprehensive market share of over 10%, other brands in the market share for low, mostly at 1% and 2% level, and closer to each other.
2.2.2
age breakdown of the domestic classification of adult basic clothing for the ages :18-30 ,30-45 ,45-65, 65 -.
18-30: The age of the consumer groups is the most important clothing consumer groups, consumer groups, most clothing purchase frequency, purchase the amount of more general groups. The group has a certain economic base, a strong desire to buy, fashion, fashion and personality, the courage to try new things, easy to accept a variety of new brands. A large part of the group impulsive shopping. Is the most clothing brands, most competitive market segments.
30-45: The age of the consumer groups is the main consumer groups, clothing, consumer groups, the highest value to buy a single item of clothing group, the age of about 330 million population. Consumer groups, the group is the most abundant species groups of the economic base, there is a strong desire to buy. However, most of the group outlook on life and values?? have been relatively mature, so the style of fashion have their own preferences, of which a considerable number of people have their choice of brands, the brand acceptance of a new low , shopping rational majority. A considerable part of the brand positioning in this market segment.
45-65: The age of the population at 2.7 billion yuan. The age of the consumer groups successful career, the general desire to buy clothing, but clothing has a certain high demand (ie demand for the brand). On the market suitable for the age of the clothing brand, Designer Handbags On Sale, they often have the desire to buy, they can not find suitable clothing brand, in particular, women of all ages to meet the serious lack of clothing brand, a larger market opportunity.
65 -: The age of the population around 100 million, the desire to buy low, the demand for clothing is not very strong. For the age group of clothing brand was basically vacant.
2.2.3 is a product category segments
our existing apparel products market is the main class to be divided, they include:
Business suits Series
line includes business suits and formal business wear during high-level business meeting business clothing, including such as suits (suits), tails (party dresses) and other types of clothing. Represents a classic type of clothing, extraordinary and noble, known as Market demand for a certain type of clothing, higher value.
series < br />
high fashion high fashion has been called the This series of clothing to luxury, luxury design features, most of them purely personal (ie individual order) Order of business model.
weekend leisure series
weekend casual clothing series, can be broken down, to appear in today market can be divided into types of leisure: public recreation (such as Giordano, Baleno, etc.), sports (such as the International Nike, Adidas, Li Ning professional sports and leisure, Lacoste tennis leisure, Wolsey golf leisure, etc.), fashion (such as ONLY, VEROMODA, etc.), outdoor leisure (such as PaulShark marine leisure, JEEP outdoor recreation, etc.). Although the field of leisure brand more and more competitors, the original start of each brand of clothing brand extension of the field, and some of the specific character of life or its entertainment concepts, and make it more and more likely to be the image of the consumer to accept.
leisure suits, fashion suits, business casual appearance, transcended the traditional dress or casual wear areas, these systems can become the As the and other elite groups, and this consumer group is rapidly expanding.
Chapter 3.1 Countermeasures of China apparel industry in the current analysis of the problems
China Garment Industry Association in Shanghai, Jiang Heng Jie national work meeting on the apparel industry, the current development of China apparel industry problems are mainly concentrated in the following areas:
one, due to the lack of effective market research, the lack of effective guidance, the expansion of the social scale of most garment production with a certain blindness and short-sighted. Some new production capacity are concentrated in relatively high profit margins of conventional products, such as down jackets, men suits, shirts and other products. But few companies make great efforts to in -depth market research, improving product innovation, improving the quality of personnel, strengthen enterprise management, research design, and fashion plates and other aspects related to basic research under the real skill. In fact, these are shaking the foundation of business development, improve the added value of enterprises and products prevent, continue to expand and maintain market share, the key factor, so the amount will appear on the one hand clothing for the excess, prices plummeted, the other hand, consumers are still buy clothing desirable situation. This is the face of China imports of clothing brands of the reason.
Second, the uneven development within the industry, the gap between east and west has not improved. Large, medium and small enterprise development is not balanced, blindly follow the trend of the phenomenon is also widespread, especially in a considerable number of small and medium enterprises can not be based on the size of their ability to develop products for enterprise features to attract and meet the specific market, successful marketing model such as Due to lack of communication and cooperation, both in eastern and western apparel business philosophy, management mode, or in products, quality of personnel, and information distribution so there is considerable contrast, the ability to get the eastern extension of unable to raise the level of the west, the impact of China balanced development of the apparel industry as a whole.
Third, the imbalance between supply and demand, product mix adjustment is difficult to place. Domestic enterprises lack of market research, combined with the domestic market is not yet standardized, producing the same type, the same enterprise-grade products and more; and serious market research survey market, production and meet specific consumer groups, and to further study and change their preferences to consumer groups to stabilize a small business. This results in excessive backlog of some products on the market, some products hard to find the track, has always been difficult to adjust the product structure in place, the market ability to effectively supply improved urgently.
Fourth, the emphasis on hardware, software contempt; focus on external work, ignoring the internal strength. For many apparel companies, has invested heavily on corporate and product image for the planning and publicity, the introduction of advanced garment production equipment and computer systems, are not a problem, but the massive appearance of the back in the end how much genuine content, such as advanced equipment how high the utilization of input and output is reasonable, the development potential of such a business, entrepreneurs have a hard heart to understand accounts, which directly affect the sustainable development of each enterprise.
3.2
enhance strategic analysis of the influence of the communication strategy analysis mainly consists of four small parts: brand building, sales channels, value-added business, communication and advertising impact.
(a)
a brand building brand building and corporate image development, all aspects of business from the common form, of course, the most important is the quality of products and quality, and image planning and publicity is indispensable.
1.
quality clothing factory on the minimum requirements and the lifeline of survival is the product quality, and quality is the most concentrated expression: style, texture, fabric and color. Strict product quality, to prevent production flaws, poor quality.
2.
character and taste a production house can not blindly imitate the first production house style and other styles, we must establish their own ideas and style of production style, can not follow the crowd. For example: JW family,
3. Chinese and Western, do the world unique brand of clothing in China
dignified, simple, gorgeous and elegant beauty of the World Cultural and clothing has been a consensus culture, specifically the performance of costume, dress, tunic and other means have a very strong national and traditional culture. Treasure trove of costumes from China national art treasures to dig in and create with their own national characteristics and development trend in line with international fashion brand-name model, learn the essence of Western clothing, carry forward the traditional national dress.
4. name, logo, Herme Birkin Online, fonts, patterns, colors and corporate culture, business philosophy which some are the company soft assets, corporate image and brand building is the core content. For example: mobile business philosophy: Therefore, the establishment of the business philosophy and corporate culture of an enterprise survival and development of very long-term effect. < br />
(b) the expansion of sales channels
existing sales channels mainly include the following: The principal mode of operation is the br << br />
2. image of the store
3. large supermarkets, shopping malls agent
way to ensure that these products out of stock to prevent the backlog of inventory, resulting in the rate of reproduction . Reduce the flow of goods to market, do not miss the best merchandise sales opportunity.
monopoly in the sales process the image of stores, manufacturers must establish the best image of a unified fashion, Cheap Louis Vuitton Handbags, good attitude, they have something essential. Outreach to the human enterprise culture, and ultimately out to establish the manufacturer brand image.
(c) the business value
an enterprise survival and development and ultimately, the most inspired and strategic planning, business value-added apparel and other industries can also be similar to the pursuit of maximum profit, which The most fundamental purpose of the enterprise and the production of motive. The business value is precisely to create more value for the business and profits. The following lists several practical examples:
1.
Membership card in the image of the store, customized membership cards, membership cards can provide customers with maximum convenience and maximum discounts win repeat customers, which is the deduction embrace one of the ways customers.
2. and brands of different industries chain
powerful combination, combined with the big brands, but also reflect their own brand value, greatly enhance their own brand image. Specific operation should be closely linked together with the actual. If carried out with the hotel fashion show.
3.
custom business widened to maximize hotel and factory orders for a number of government agencies, after all, a garment factory orders is the maximum profit opportunity. You can also have special requirements for the business elite custom clothing, showing a large brand taste.
(d) communication and advertising strategies
good product = good quality good good advertising plan. Hardware, software, planners , designers, eleven complete range, then we must spread the manufacturers and products, and advertising, so that merchandise for the enterprise for profit, to lay the competitive race, a good advertising should have a good planner, because Good planners have good ideas, companies should not begrudge the part of the advertising rather than advertising or less advertising. Coca-Cola advertising costs accounted for one-year profit of 28% of the total, but he still is the world largest beverage factory, Pepsi-Cola, but he always made factors. The following lists some of the communication strategy.
1. image-generation member, and this is taking into account the influence of celebrities, Wenzhou, a business specializing in clothing trade, people send invitations to former US President Bill Clinton as spokesperson affecting billions of people worldwide, does not know that there is no mess behind.
2. major newspapers, radio and television advertisements
3. and movies big lead, provide clothing and financial sponsors, such as with Zhang Yimou, Feng Xiaogang and other large co-production in film broadcast out of time, several hundred million people in attendance enterprises will not be strange if a gun fight red .
4. the general public in public places such as squares, large numbers of buses and other places, people awareness of advertising is more extensive and profound.
5. for major sports events and variety show sponsorship, if it can be a debut in the spring night, it can be really incredible, the world more than a billion Chinese, eyes are in it, and addition and Olympic co-operation, World Cup Yeah, these effects are incalculable.
6. press speculation, making big moves, big ideas, big hype caused by the media.
7. fashion show, exhibition, held in the apparel industry propaganda conference, a walk T-units, designed to maximize the display of corporate power and inspiration in the industry bigger and stronger.
8. outdoor, road signs and other advertisements. Looking at changes in the market
summary, comprehensive market pulse, cold treatment of market competition, the courage to challenge, enthusiastic, make their own taste and style, class brand, is the development of the apparel market the key. < br />
article from: www.58garments.com

November 3, 2011
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