21 July 2010To pure observation: to be a national leading casual wear brand also needs what?
Living in Shenzhen have a strong feeling that the clothes are cheap, Guangdong, Guangdong, the same absolute grade clothes cheaper than the mainland, but also the absolute price of the clothes Guangdong quality than the mainland. Unfortunately, however, is whether in the field of business equipment or casual, Guangdong in the country have little-known national brands, a few years ago there were ads Baleno in CCTV, but rare in recent years, and then pop out The second third Baleno it! Contrast, Zhejiang, Fujian and garment enterprises, there are always new clothing brand out Metersbonwe, Lee Lang, Ba Jin, seven wolves Rulangsihu to jump will be out of a large investment in the CCTV advertising, channel network shops all over the country , the second and third tier cities in Hunan to see their store, as if a pair of top brands of the posture. “Star + advertising” business model, is Min Zhe School, and the rapid rise of way to send clothes. There is a casual wear brand in Guangdong in recent years not to be left trying to march to the national leading brand, and it is pure. I as a consumer Louis Vuitton wallet can always observed close to pure store, now see the sense of order written.
First, brand image Louis Vuitton wallets
First saw in early 2000 in the Sichuan plain is one of the county seat. Chinese New Year was returned to his grandmother, shopping and suddenly see a new store, but also enabled a popular Hong Kong star Cecilia Cheung as spokesperson, both feel strange but some amazing feeling. But then on the “pure” brand name, voice, style and decoration store soft clothing display pattern of view, it seems only a purely women’s brand. First of all, the “pure” brand name seems to be too soft, not of men have a greater influence; a young beauties voice seems not to cover the men came in; stores and lively colors and clothing display light pattern also makes people think more that this is just a women’s brand. Fortunately, the subsequent notes in plain clothes in the leisure area of the target population is too narrow only do women’s issue, soon after opening of the Louis Koo men do to the voice of pure leisure, a rich product line, expanding the target consumer group.
But even after a series of changes, to date, in order to remain pure brand soft issues, emphasizing women’s brand. To cover a comprehensive men’s casual wear brand to brand image of pure also need to add rigidity and rigid, in order to become a neutral and casual wear brand nationwide. This is not just to enable a male voice can be resolved, including the VI image of the store, integrated media, public relations and other aspects need improvement.
Second, the price
Top brands need to have a stable price, with strong prices to maintain its high brand image. Unfortunately this is not done with pure ideal. I two months ago in a supermarket in Shenzhen in order to watch such a scene of pure store: the store decked out with discount cards, seems to fear that consumers want to discount the same as in plain sight! As a pure product purchased by consumers, my first reaction was not due to see the discount brings surprises, but a shock! – At that time I really thought that this store to move or renovation, so wantonly thrown or handling goods inventory, the kind of situation to spread like wild fire sale of goods is no different. Discount is a double-edged sword, but also in enhancing the sales could seriously harm the brand image. Dao Shi Guangdong’s a cowboy brand flying fish do better throughout the year rarely discounted, even if the discount is also reduced at most only 20 yuan. Like LV bags never discount, but it’s the price of its strong build out a world-class luxury brand. Even if idealized purely seasonal discounts, and do not easily release 7 discount off the following, that would seriously hurt the feelings of consumers prior to purchase.
Third, the target population positioning
At present, whether in plain clothes men’s women’s store seems only suitable for students aged 16 to 23 and boys and girls, I wanted to buy a shirt in plain, in fact that is not picked for a long time in an age appropriate for their desired of, but bitterly left. In a pure Web site, you can clearly see the plain will be 18 to 30 years of age are included in their target consumer groups, but in product development, to pure product significantly younger, and 25 to 30 years old have sufficient purchasing power of consumers can not find in the plain for their products. On the plain, this is a great waste.
Positioning and product development on the crowd, I think the plain model can learn Baleno launch release for different age groups in different sub-brand.
Baleno brand architecture
BALENO BALENO S & K Interactive Geometry living area IP ZONE
For young men and women aged 18 to 30 young men and women’s trousers for the urban street brand for the young avant-garde
4, an occasion to marketing
April 2006 to obtain the FIFA 2006 World Cup in plain casual clothing production and sales of exclusive rights in China. In Beishou 06 global concern and expectations during the World Cup to be produced and sold in plain designation with the FIFA World Cup license LOGO, logo and mascot designs for casual wear, etc., and filled with culture-related accessories World Cup . Used the World Cup reflects the vision and courage in plain, but in how to play the World Cup and to pure and well-known effects on the link in plain not enough. First, we do not see in the mass media to pure speculation associated with the World Cup; followed and no new TV ad will show up in this joint; Finally, consumers in addition to the store during the World Cup to see the World Cup logo printed The plain clothes, the whole store feel a little plain and the World Cup ties and the World Cup atmosphere, which can not but say a huge waste of money made the agent of World Cup products, but not this World Cup can not play the maximum effect is very sorry!
Plain, in order to become a nationwide famous casual wear brand in integrated communication and brand building efforts also need to.
V. Vision Louis Vuitton wallets
Guangdong garment enterprises as the only well-known trademarks in China and a few winners of the title of China famous brand to brand pure engine has been launched to upgrade. Although the World Cup left a lot of occasion to regret, but after all that has a direction. 2008 approaching, many companies rack their brains to catch this tour in the last bus to be pure in this respect might also think about it, but it must be clever, do not have to pay big bucks sponsors. Learning to Li Ning, the Mengniu study further and further wish to pure good!