Coat Rack Marketing: Small Products Make Bigger Market People.

In the era of "P", in the era of meager profits, China's foundry enterprises are feeling more and more pressure in the face of "a href=" //www.sjfzxm.com/news/index_s.asp "raw material < /a > rising prices, the increase of human resources cost caused by the new employment policy and the continuous pressure from foreign trade customers.

Despite the high voice of improving the ability to create China, why is it so hard for Chinese brands to go to the world? Because many industries in China have a strange phenomenon. Thousands of enterprises are staring at the same mass market.

The arrival of the small consumer age is the golden opportunity for the hangers to build their brands.

It is the only way for Chinese hangers to realize their brand strategy by taking a road of their own differentiation and making the brand the first choice for a small group of consumers.

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< p > < strong > insight into market evolution and identify strategic positioning < /strong > < /p >

< p > in the past, the success of Chinese hanger production enterprises basically relied on two strategies: first, to copy the product design; the small enterprises to see what products the market was selling; they followed the big enterprises to do what products; they did not need to do market research, design and development, channel construction and brand promotion; they only had to invest in the cost of production; two, recruiting people at low prices, and using staff overtime to reflect the cost advantage.

When labor costs rise, environmental protection requirements rise, raw material costs rise, competitors increase and costs are low, the low cost strategy of hangers will end.

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< p > in the era of mass consumption, the largest consumer groups of enterprises are the subsistence consumers and the consumers who are entering the initial stage of well-off society. Although these consumers have already got rid of poverty, they still belong to price sensitive groups and are concerned with meeting the basic needs of life.

In order to satisfy this group of consumers, enterprises should try their best to reduce costs. It is understandable to use the homogenized products of social production to meet the needs of the crowd.

With the development of the times, the market environment has changed. According to media reports, 20 million households in China have reached the middle class level in the developed countries of Europe and the United States (the annual salary is between 60 thousand and 80 thousand dollars) and tens of millions of white-collar workers.

The emergence of this group shows the arrival of "minority consumption era".

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< p > in a relatively loose or prosperous market environment, hanger enterprises without competitive advantages can also survive and develop. Once the environment changes or is not satisfied with the profits from OEM, the hanger enterprises should make strategic adjustments as soon as possible, choose suitable enterprise development strategies, and concentrate their limited resources to make unremitting efforts to create competitive advantages.

The most basic function of hangers is to hang clothes on the balcony and hang clothes in the wardrobe. With the emergence of middle class families, they are no longer satisfied with the basic needs of life. They are more in pursuit of quality, taste, fashion, identity and sense of belonging, so as to find products that reflect their identity and status.

That is to say, hanger enterprises can not just stay on the products, but also need to clearly tell the target consumers what unique value their products can bring to their customers.

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< p > for clothes hangers with a focus on a href= "//www.sjfzxm.com/news/index_s.asp" > high-end market < /a >, the product differentiation strategy should be chosen.

After market segmentation and target selection, we should abandon some markets and focus on some markets, so as to provide distinctive products and services to the main target markets and avoid confrontation with the mainstream market and vicious competition.

The consumption of the middle class in high-end clothing and star rated hotels is increasing year by year. The clothes rack manufacturers can adapt to the consumption trend and develop clothes hangers which represent consumers' "success marks and identity symbols", which are not available in traditional hangers.

Jinyi clothes hanger is a typical example, inspired by the Chinese elegant culture elements. The structural design of the hanger takes full account of the requirements of different garments, and a high-end coat rack with a price of 380 yuan is chosen by high-end clothing brand consumers. Many five star hotels have to configure the brand clothes hangers of Jinyi brand in the guesthouse, and the Jinyi Wei has become the invisible champion of the high-end clothes rack Market.

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< p > enterprises wishing to make a difference in the top market should choose the strategy of goal concentration.

After market segmentation, it aims at providing a very characteristic product and service for a specific target market. This can avoid fierce competition, and concentrate superior forces in a small scope or market to concentrate on business to form competitive advantage.

This is the road that the beautiful clothes hanger takes. It focuses on the wedding market. The design inspiration comes from the collection of fashion necklaces and evening dresses. A 6 Piece Gift hanger for the bride sells for up to 8888 yuan. It has replaced some fashionable fashionable people in the traditional way of sending red packets to the wedding, which has satisfied the needs of new high-end consumers.

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< p > < strong > create unique value, bid farewell to good quality and low price < /strong > < /p >

< p > China's clothes rack enterprises have entered a meager profit era. Under this trend that can not be reversed, if we want to get a higher profit in the era of meager profits, there is only one way to go. That is to focus on the niche market and find the demand that has not been met in the mass market.

The brand of Jinyi Wei and Mei Ling Di is seeing such a market opportunity to satisfy the needs of the middle class and above minority groups with high quality and high price products.

To sell a good price, a clothes hanger product must make the target consumers feel good value for money. It can not only have advantages in structural modeling, production technology, material processing, but also have advantages in consumption experience or brand image.

Around us, there are countless such high-end niche market opportunities, so long as the clothes companies turn their attention from mass market to niche market, it is easy to see.

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< p > > we have done research on the consumers. At present, most of the market's < a href= "//www.sjfzxm.com/news/index_s.asp" > coat hanger style < /a > same quality, and there are two major problems: first, the design is not scientific, the clothes hang on the hanger for a long time, will leave a similar folding mark on the two shoulders of the clothes, even a little material material clothes, will also protrude two small Jianshan on the shoulders, and when it is put out, it must be processed again, increasing the work load; two, the structure is too single, the current clothes are various, but the existing coat hanger structure is single, it can not meet the needs of hanging all kinds of clothes.

Such findings were later confirmed by more consumers. In fact, this is the source of innovation for hangers.

Jinyi Wei and Mei Ling imperial hangers are developed on the basis of the deep-seated demands of high-end consumers on hanger products. They have not made a difference in lowering the cost and lowering the selling price. Instead, they have chosen a good quality price route which is totally different from most of the hangers.

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< p > why is it also a hanger, consumers are willing to spend 50 times to 100 times the price to buy a high-end coat hanger? Let's go deep into the middle class families to buy expensive products. What are the reasons? First, low cost, expensive and cheap.

A stainless steel 18 KT coat hanger with a price of more than 300 yuan, but the design is very humane. Consumers can choose different structure hangers according to their different garments, and keep all kinds of clothes permanent. A hanger can be used for a lifetime, and still has taste, grade, and face; and an ordinary coat hanger, the price is 3 yuan, the iron wire will rust, it will pollute the expensive clothes, and it will not be convenient to use.

From a purely economic point of view, which of the two products is more appropriate? The answer is self-evident; two, the service is good, and the middle class consumers are willing to spend more money to get quality services, so that the products can play the most effective role, such as lifelong maintenance, customer service delivery, high quality salesperson introduction and use of value-added services; three, the products with high price usually have the tag effect, while the affluent consumers tend to regard the high-end clothes rack as a symbol of status and status, reflecting the sense of accomplishment and personal taste, and they are more concerned about the value of the brand, such as face, experience, others' comments, etc.

The grade of hangers is upgraded from low end to high end. At the same time, fast moving consumer goods are turning to durable consumer goods, and high durability hangers are not good consumers. They are not the products that consumers often buy. This is also a major decision-making factor for consumers to choose expensive hangers.

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< p > < strong > Import innovation culture, sprint "high and new" profit < /strong > /p >

< p > compared with other developed industries, China's clothes rack industry is obviously insufficient in product creativity. China's large number of clothes hangers are still struggling under the "sample processing" mode.

It is also an indisputable fact that the marketing level of China's hanger industry is lagging behind. As a latecomer in the marketing mode innovation, our hanger manufacturing enterprises must be clear headed and aim to draw a clear line with all enterprises in the existing industry. < /p >

< p > boundaries, take a road of differentiation of their own, or focus on product technology, or for communication technology, in the premise of integrating their own resources, create the core interests of consumers, and then use public relations activities and event marketing methods, with their own differences with existing competitors completely separated.

In order to realize the changes made by China's manufacture to China, China's hanger producers need to make a systematic breakthrough in "building both inside and outside the company".

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< p > first is replanning the marketing organization of an enterprise.

The organizational structure of Chinese hanger enterprises is generally two large and small.

The biggest part is the production department, and the second is the logistics department responsible for orders, merchandising and shipping.

The market department is missing, sales department, R & D department is very weak, which led to the distortion of the function of our hanger enterprises, at best, it is a modern manufacturing workshop.

The clothes rack enterprises should turn to professional marketing to really consider the value for customers, which requires the innovation of products to support behind.

To achieve innovation, we must rely on the market department and R & D department, and the two departments will form a combined force to achieve product innovation.

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< p > second is to adjust the structure of talents, from the blue collar workers in the past to making money by turning white collar workers' intelligence to make money, making money by design and creativity, and turning the processing enterprises into creative enterprises.

No longer pursuing the survival of small profits, starting from improved innovation to optimize existing products, of course, the premise is to understand the dissatisfaction and confusion of small groups of existing products.

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< p > finally, it is changing from < a href= "//www.sjfzxm.com/news/index_s.asp" > operation mode < /a > to get rid of the situation that the sample processing is controlled by others.

Because it is not your intellectual property, nor does the brand belong to you. The money you give is the processing fee. This is the rule of modern business.

Most of our enterprises take the road easy and difficult. Only a small number of enterprises can realize that it is difficult before they are easy. But now we can change our minds.

We are proud of the four great inventions of China, including compass, papermaking, printing and gunpowder, but we haven't kept pace with invention in the next few centuries.

The four great inventions have fully proved the ability of the Chinese. Therefore, as long as we have a confident attitude and logical innovation, we will come out of a broad road.

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