2010 Second Tier Clothing Industry Cities Form Brand Vacuum Zone?
In the GDP ranking of Chinese cities, you can imagine that the top four must be the first tier cities.
But if the ranking is per capita GDP, the situation is quite different.
The highest is Xinjiang Karamay, and Shenzhen ranks fifth.
Before Shenzhen, there were Ordos in Jiangsu, Suzhou, Shandong, Dongying and Inner Mongolia.
In this ranking, Shanghai ranked ninth and Beijing ranked 17.
If per capita income is included, Zhejiang, Wenzhou, Ningbo, Shaoxing and Hangzhou will be squeezed into the top ten.
These simple statistics illustrate a very profound fact.
Many of China's second tier cities already have strong spending power.
Consumers in these cities also have their brand appeal.
But given the fact that the internationalization of these second-tier cities is not comparable to that of the first tier cities, many well-known international brands are not yet ready to enter.
This gives great opportunities to many local garment brands.
With the pace of urbanization in China, the absorptive capacity of large cities will gradually be saturated.
However, the population of medium-sized cities living in 1 million 500 thousand -500 million is the fastest growing group.
Its overall size will also be 180 million now, increasing by about 200 million within 15 years.
Obviously, in
clothing
Second tier cities in the industry form a vacuum zone of brand.
A large number of domestic brands have quickly occupied the market.
For example, seven wolves, Semir, Qipai, and so on, the success of these enterprises is also very worthy of our study.
Today
clothing
In the clothing industry, the comprehensive large department store is no longer the mainstream form of business.
Many domestic brands have opened quite characteristic stores in many cities.
For those cities where the strength is not very strong, the cost of opening stores in the first tier cities is still too high, but in the blank second tier cities, they can choose the hottest business district and the best location.
Franchised stores can not only expand sales and enhance brand names, but also benefit from the fact that enterprises can better carry out marketing activities and highlight their brand personality.
For example, seven cards
Men's wear
The main type is Chinese style with small collar.
Men's wear
。
Its brand concept is also changing and upgrading.
fashion
With self-confidence, new era, new posture and other characteristics, it has become the latest brand concept.
In brand marketing, local brands have fully studied the operation of foreign brands.
For example, Semir, the United States and other costumes, and so on, have become Nike and the same light company.
Outsourcing production and logistics, and the company itself focuses on design and marketing.
In the past two or three years, it has been advertised by China.
clothing
Enterprises quietly give up, and instead shift the focus of marketing to brand positioning and design.
For example, in terms of "leisure", some brands are mainly young people, while others are mainly leisure businesses.
Each enterprise has misplaced the brand, instead, it has grown its own space.
Second, local
clothing
The biggest advantage of the brand lies in its understanding of the local market and Chinese culture.
The more famous "red bean" took the lead in the clothing industry to advocate the creation of a mainstream lifestyle in China.
Frugality is a part of Chinese tradition.
Through research and positioning, "red bean" is a generalization of "harmonious morality, optimistic and open-minded, enterprising and thrifty and frugal" as a mainstream lifestyle in China. It not only achieves a balance between frugality and luxury, but also embeds Chinese elements well.
Of course, marketing is still at the root of products.
Chinese clothing
Exit
It accounts for 1/4 of the world's total.
This huge scale has made China's Guangdong, Fujian and Zhejiang become important garment production bases, forming a particularly comprehensive industrial chain and supporting industries.
The fact that many famous brands are made in China is a well-known fact.
Now, the international brands, UNIQLO and local brand Semir, all come from Zhejiang.
The use of almost complete production processes and fabrics.
The foundation of manufacturing industry plus the innovation of local brands in process and operation.
China's local garment industry has made great progress.
On hardware, they have a good foundation for product manufacturing.
In terms of software, many enterprises have completed the process pformation.
Internal ERP systems, etc.
Electronic Commerce
And so on, all of which make domestic enterprises and foreign enterprises in the same era.
Most importantly, local enterprises have learned that their most scarce brands can not be achieved overnight.
Editor's note: only through effective marketing, gradually develop and accumulate.
It is a comprehensive long-term process.
Brands such as LV and Prada can not be copied, that is, history and brand accumulation.
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