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How to go of Clothing brand 2018?

 

Industrial Ecology, Market Segments, New Retailing, Consumer Upgrades, Rejuvenation, Flash, Cross-border, Supply Chain Change, Channel Revolution, and Community Effects These keywords constitute the 2017 retail business in China.
In the past year, channels and brands made their own efforts and reached consensus on the importance of "positioning" and "customer". In the commercial chain terminal brand, to be the first to perceive changes in the market, iteration fission is the most rapid.
On the one hand, the brand "has more players" and the market concentration is lower than the channel. "Business Network" Earlier there is also the view that companies with operational capacity and financial strength still have many opportunities.
On the other hand, with the increase of specialization, trade barriers are on the rise. Hengqiang strong, the weak out of the market cycle is shortening.
So what is happening on the market in 2018, and what they are going to do. On January 13, at the third annual conference of Fashion Nanhu Hui, we chatted with the heads of some brands.
Planning priorities: big ladies / professional people / shops accounted for 95%
Brand Founded: 1996
ARTIS in the country for more than 20 years, the core customer base 40-50 years old, 60, 70 accounted for a large proportion. The consumer groups of our brands are very mainstream. They are mainly specialized people like teachers, doctors and lawyers. Their social roles Born Shoes Coupons  determine their restrained, intellectual and elegant aesthetic logic.
It is precisely because of the above factors, we are such a large ladies stable, persistent, but the lack of explosive power. ARTIS has always insisted on this brand positioning, our direction is made "China's MaxMara." MaxMara has been a European career women's preferred brand, the development of sixty-seven years is also very stable. Never say that they are the most trendy, the cusp is not MaxMara consumer demand and our core consumer appeal.
Our stage of fashion may be slower than the aesthetic evolution of consumers, but in terms of Chinese brands, the real trend to lead the less serious, even the most fashionable designer brand in China's fashion industry, will often walk in Europe and the United States, Japan and South Korea market.
It's hard to say now what we can create or export our culture to other countries. Only the food culture in China's mainstream culture has gone out, others may have a long way to go. I want to wait until after the 00 grow up to become a mainstream designer, education, contact with the breadth of information and international standards at the same starting line, we have the possibility of their own qualities and cultural things to play better.
Of course, we also see the growth after 80, for this group we launched the new brand ARTISSTYLE two years ago. Compared to ARTIS, ARTISSTYLE a little younger, with a lower price point, but the aesthetic logic and the main brand the same strain. ARTIS may be wearing university presidents, department heads, we hope that young teachers will choose ARTISSTYLE.
In 2018, market segmentation will continue. In the past a brand to adapt to all channels, all shopping malls this situation, after completely non-existent. The project stock market is very large, we will be precise positioning, choose to match our channels, projects.
In terms of channel layout, 70% of department stores, 30% of shopping centers, and the proportion of shopping center channels have an expanding trend. Currently, we have opened more than 160 shops and 95% are self-employed. Our cash flow is more abundant, hoping to obtain first-hand consumer information by means of self-employed, product supply is more timely.
We are still very robust in the Shuang ladies' shuffling process, as our VIP sales contribution is as high as 70%. Last year, our single store performance increased by about 8%.
Clothing brand
Planning priorities: Mature women / brand independent operation ability / Pan-fashion industry ecosystem
Brand Founded: 2006
There are a lot of shopping centers in China but no more than 5 mature ladies. We tried to cooperate 12 shopping centers, only 3 are profitable. I hope more shopping centers to participate in the brand shop goods management, personnel management, event management.
Chinese women actually do not have the ability to operate independently, used to flow in the department store before, and now suddenly gone, do not know what to do. For apparel brands, they should have their ability to gather passengers, powerful VIP support, product promotion capabilities, and garment matching capabilities. In this respect, southern brands are superior to the north, which is why northern brands rarely appear in shopping malls nowadays .
In terms of the overall market, mid- and high-end women's overall performance in 2016 was weak. Since the fourth quarter of 2016, sales of high-end women's terminals have shown signs of recovery and have been extending into 2017.
Langzi's development strategy is cross-category, multi-brand management, to build a pan-fashion industry ecosystem, including fashion clothing, fashion beauty, fashion, the United States, baby products, online brand operators, fashion Internet platform. In this process, we have a principle that through investment, acquisition of quality brands into the areas we will not or not good at, such as medical beauty, cosmetics.
In terms of apparel product strategy, Langzi has developed a series of professional, elegant, Special, business and leisure, living and leisure, fashion and leisure from a brand of ladies. This year will be the layout of fast consumer products, less ladies, this is not good at Ports, will be achieved through mergers and acquisitions.
Planning priorities: girls brand / product channel design planning driven / Pan-90
Brand creation time: 2009
Era has difficulty in any one era, pigs stand on the outlet will fly. Now the environment a bit not so good, but fortunately everyone is back. Commercial start-up period, we say "customer is God", in fact, China's rapid economic development, making money is too easy, we are busy doing products, promotion. In 2017, more and more channels and brands are beginning to really care about consumers.
Consumers are experiencing an update iteration, corresponding to the diversification of consumption. After we pay attention to Pan-90 costumes, these people are looking for something different, "I have my voice," "I've been in this world." They watch movies premiere, play games to play closed beta, this is their "not the same."
Qionglou apparel has three brands: ILOVECHOC, MINICHOC, CHOCLAB. ILOVECHOC is a pioneer, fashion, fashion girl brand. Many times we all say that ILOVECHOC is a tide brand. We do not think we are a tide brand. We just follow the clothes this age provides to the current young people. Currently, ILOVECHOC has opened more than 300 stores in department stores and shopping malls.
MINICHOC is the trend of children's clothing brand, aesthetic logic and ILOVECHOC is the same. MINICHOC has more than 80 stores.
CHOCLAB is a street fashion brand, some products and international IP cooperation, together on sale. Last year, we introduced the AC joint series. In 2018, we got the IP license for the antenna baby. Starting last year, CHOCLAB hatched in the ILOVECHOC store in the form of parent-child clothing, this year will open an independent shop.
The new year, we will also launch a more high-end international buyer collection shop brand.
Qionglou costume was founded in Hangzhou, but we are not the same as traditional costumes. We are a product, channel, design, planning integrated driving company. Our costumes are more emphasis on design, what is the international popular what we provide to you. We are closely follow Paris, Milan Fashion Week, they released that year, we will be the product to market. In the clothing process, printing embroidery is one of our relatively strong section.
Brand Founded: 2012
We have just completed the strategic planning, the core of 2018 key words is "quality and quantity" and "vigorously develop."
Last year we opened more than 60 stores. In 2018, we plan to open 100 shops. On the one hand, this is a market demand. The flying birds and new wines have enjoyed a very good momentum of development. Since last year, we have received many invitations. On the other hand, from the development of Asuka and new sake, their products and teams have been very mature after five years of accumulation.
Channels to sink in the sink, mature brands will follow the influential channels to enter these markets. However, we still choose the channel that suits us. The first and second tier cities and some third tier cities are our key markets.
"Quality" contains two aspects, one is cut off some poor performance of the store, the second is to upgrade the image of the terminal store. There are many pure natural elements in our shop, such as plants and woods. The new image shop, handling techniques will be more artistic, quality sense is better.
In addition to this, there is one more important task this year: to extend the new retail model of birds and new wines to distributors throughout the country. Content-driven retail is a five-year bird's understanding of new retail as it explores new retail. Asuka's "New Retail" model focuses on "users" and focuses on "e-commerce, social networking, experience platform and data platform" to create a scene-based retail-based business operation, content marketing and community operations. Under the brand positioning, follow the natural solar terms and regional geographical features, with "grasslands" as the starting point to create a scene with content-based marketing to attract traffic, using social platforms and communities to manage traffic, and ultimately realize the flow of cash.
Brand has a life cycle, this year will be an old and new year, but also spreads very large.
Brand Founded: 2016
N-one is an international brand designer store brand I founded in 2016. It is very difficult for the store to operate, which is a challenge for me who came from Ya Ying. At the same time, I am also very optimistic about her. Before a piece of clothing is very popular, we wear called popular, now we are not the same as wearing the popular, N-one expression of personalized consumer just to meet the current trend.
We now have 75 shops, in the field of clothing store, we have the number and size of the sales are ****. In 2017, we opened 50 stores, extension shop very fast. In 2018, we will gradually slow down our efforts to shift the scale effect to the quality of our operations. We plan to open 35 of them throughout the year. 2019 we will get up again, because we want to push small n-one, is a more cost-effective sub-line brand.
I have experienced the most difficult period in this industry, probably from 2011 to 2013, crazy copy, vicious competition, discredited fight. In my opinion, the moment is a good era, the market, channels, brands are more and more mature, more specialized. An important feature is that everyone learns about "positioning" and must first understand who you are or who you want to be. Positioning, the late investment will be effective.
One year before N-one was founded, I also established an informal organization called "Fashion · Nanhu Hui", a middle and high-end apparel brand. The birth of this organization is an accident, a friend's feast I invited seven people, but came more than 30 individuals. *** The second party at the edge of Jiaxing South Lake, it was established. The fashion · Nanhu Hui Association came 107 people.
Clothing industry is too difficult, the more difficult it is to open, share, promote each other and grow each other.

Clothing brand 2018 how to go?
Industrial Ecology, Market Segments, New Retailing, Consumer Upgrades, Rejuvenation, Flash, Cross-border, Supply Chain Change, Channel Revolution, and Community Effects These keywords constitute the 2017 retail business in China.
In the past year, channels and brands made their own efforts and reached consensus on the importance of "positioning" and "customer". In the commercial chain terminal brand, to be the first to perceive changes in the market, iteration fission is the most rapid.
On the one hand, the brand "has more players" and the market concentration is lower than the channel. "Business Network" Earlier there is also the view that companies with operational capacity and financial strength still have many opportunities.
On the other hand, with the increase of specialization, trade barriers are on the rise. Hengqiang strong, the weak out of the market cycle is shortening.
So what is happening on the market in 2018, and what they are going to do. On January 13, at the third annual conference of Fashion Nanhu Hui, we chatted with the heads of some brands.
Planning priorities: big ladies / professional people / shops accounted for 95%
Brand Founded: 1996
ARTIS in the country for more than 20 years, the core customer base 40-50 years old, 60, 70 accounted for a large proportion. The consumer groups of our brands are very mainstream. They are mainly specialized people like teachers, doctors and lawyers. Their social roles determine their restrained, intellectual and elegant aesthetic logic.
It is precisely because of the above factors, we are such a large ladies stable, persistent, but the lack of explosive power. ARTIS has always insisted on this brand positioning, our direction is made "China's MaxMara." MaxMara has been a European career women's preferred brand, the development of sixty-seven years is also very stable. Never say that they are the most trendy, the cusp is not MaxMara consumer demand and our core consumer appeal.
Our stage of fashion may be slower than the aesthetic evolution of consumers, but in terms of Chinese brands, the real trend to lead the less serious, even the most fashionable designer brand in China's fashion industry, will often walk in Europe and the United States, Japan and South Korea market.
It's hard to say now what we can create or export our culture to other countries. Only the food culture in China's mainstream culture has gone out, others may have a long way to go. I want to wait until after the 00 grow up to become a mainstream designer, education, contact with the breadth of information and international standards at the same starting line, we have the possibility of their own qualities and cultural things to play better.
Of course, we also see the growth after 80, for this group we launched the new brand ARTISSTYLE two years ago. Compared to ARTIS, ARTISSTYLE a little younger, with a lower price point, but the aesthetic logic and the main brand the same strain. ARTIS may be wearing university presidents, department heads, we hope that young teachers will choose ARTISSTYLE.
In 2018, market segmentation will continue. In the past a brand to adapt to all channels, all shopping malls this situation, after completely non-existent. The project stock market is very large, we will be precise positioning, choose to match our channels, projects.
In terms of channel layout, 70% of department stores, 30% of shopping centers, and the proportion of shopping center channels have an expanding trend. Currently, we have opened more than 160 shops and 95% are self-employed. Our cash flow is more abundant, hoping to obtain first-hand consumer information by means of self-employed, product supply is more timely.
We are still very robust in the Shuang ladies' shuffling process, as our VIP sales contribution is as high as 70%. Last year, our single store performance increased by about 8%.
Clothing brand
Planning priorities: Mature women / brand independent operation ability / Pan-fashion industry ecosystem
Brand Founded: 2006
There are a lot of shopping centers in China but no more than 5 mature ladies. We tried to cooperate 12 shopping centers, only 3 are profitable. I hope more shopping centers to participate in the brand shop goods management, personnel management, event management.
Chinese women actually do not have the ability to operate independently, used to flow in the department store before, and now suddenly gone, do not know what to do. For apparel brands, they should have their ability to gather passengers, powerful VIP support, product promotion capabilities, and garment matching capabilities. In this respect, southern brands are superior to the north, which is why northern brands rarely appear in shopping malls nowadays .
In terms of the overall market, mid- and high-end women's overall performance in 2016 was weak. Since the fourth quarter of 2016, sales of high-end women's terminals have shown signs of recovery and have been extending into 2017.
Langzi's development strategy is cross-category, multi-brand management, to build a pan-fashion industry ecosystem, including fashion clothing, fashion beauty, fashion, the United States, baby products, online brand operators, fashion Internet platform. In this process, we have a principle that through investment, acquisition of quality brands into the areas we will not or not good at, such as medical beauty, cosmetics.
In terms of apparel product strategy, Langzi has developed a series of professional, elegant, Special, business and leisure, living and leisure, fashion and leisure from a brand of ladies. This year will be the layout of fast consumer products, less ladies, this is not good at Ports, will be achieved through mergers and acquisitions.
Planning priorities: girls brand / product channel design planning driven / Pan-90
Brand creation time: 2009
Era has difficulty in any one era, pigs stand on the outlet will fly. Now the environment a bit not so good, but fortunately everyone is back. Commercial start-up period, we say "customer is God", in fact, China's rapid economic development, making money is too easy, we are busy doing products, promotion. In 2017, more and more channels and brands are beginning to really care about consumers.
Consumers are experiencing an update iteration, corresponding to the diversification of consumption. After we pay attention to Pan-90 costumes, these people are looking for something different, "I have my voice," "I've been in this world." They watch movies premiere, play games to play closed beta, this is their "not the same."
Qionglou apparel has three brands: ILOVECHOC, MINICHOC, CHOCLAB. ILOVECHOC is a pioneer, fashion, fashion girl brand. Many times we all say that ILOVECHOC is a tide brand. We do not think we are a tide brand. We just follow the clothes this age provides to the current young people. Currently, ILOVECHOC has opened more than 300 stores in department stores and shopping malls.
MINICHOC is the trend of children's clothing brand, aesthetic logic and ILOVECHOC is the same. MINICHOC has more than 80 stores.
CHOCLAB is a street fashion brand, some products and international IP cooperation, together on sale. Last year, we introduced the AC joint series. In 2018, we got the IP license for the antenna baby. Starting last year, CHOCLAB hatched in the ILOVECHOC store in the form of parent-child clothing, this year will open an independent shop.
The new year, we will also launch a more high-end international buyer collection shop brand.
Qionglou costume was founded in Hangzhou, but we are not the same as traditional costumes. We are a product, channel, design, planning integrated driving company. Our costumes are more emphasis on design, what is the international popular what we provide to you. We are closely follow Paris, Milan Fashion Week, they released that year, we will be the product to market. In the clothing process, printing embroidery is one of our relatively strong section.
Brand Founded: 2012
We have just completed the strategic planning, the core of 2018 key words is "quality and quantity" and "vigorously develop."
Last year we opened more than 60 stores. In 2018, we plan to open 100 shops. On the one hand, this is a market demand. The flying birds and new wines have enjoyed a very good momentum of development. Since last year, we have received many invitations. On the other hand, from the development of Asuka and new sake, their products and teams have been very mature after five years of accumulation.
Channels to sink in the sink, mature brands will follow the influential channels to enter these markets. However, we still choose the channel that suits us. The first and second tier cities and some third tier cities are our key markets.
"Quality" contains two aspects, one is cut off some poor performance of the store, the second is to upgrade the image of the terminal store. There are many pure natural elements in our shop, such as plants and woods. The new image shop, handling techniques will be more artistic, quality sense is better.
In addition to this, there is one more important task this year: to extend the new retail model of birds and new wines to distributors throughout the country. Content-driven retail is a five-year bird's understanding of new retail as it explores new retail. Asuka's "New Retail" model focuses on "users" and focuses on "e-commerce, social networking, experience platform and data platform" to create a scene-based retail-based business operation, content marketing and community operations. Under the brand positioning, follow the natural solar terms and regional geographical features, with "grasslands" as the starting point to create a scene with content-based marketing to attract traffic, using social platforms and communities to manage traffic, and ultimately realize the flow of cash.
Brand has a life cycle, this year will be an old and new year, but also spreads very large.
Brand Founded: 2016
N-one is an international brand designer store brand I founded in 2016. It is very difficult for the store to operate, which is a challenge for me who came from Ya Ying. At the same time, I am also very optimistic about her. Before a piece of clothing is very popular, we wear called popular, now we are not the same as wearing the popular, N-one expression of personalized consumer just to meet the current trend.
We now have 75 shops, in the field of clothing store, we have the number and size of the sales are ****. In 2017, we opened 50 stores, extension shop very fast. In 2018, we will gradually slow down our efforts to shift the scale effect to the quality of our operations. We plan to open 35 of them throughout the year. 2019 we will get up again, because we want to push small n-one, is a more cost-effective sub-line brand.
I have experienced the most difficult period in this industry, probably from 2011 to 2013, crazy copy, vicious competition, discredited fight. In my opinion, the moment is a good era, the market, channels, brands are more and more mature, more specialized. An important Pandahall Coupons feature is that everyone learns about "positioning" and must first understand who you are or who you want to be. Positioning, the late investment will be effective.
One year before N-one was founded, I also established an informal organization called "Fashion · Nanhu Hui", a middle and high-end apparel brand. The birth of this organization is an accident, a friend's feast I invited seven people, but came more than 30 individuals. *** The second party at the edge of Jiaxing South Lake, it was established. The fashion · Nanhu Hui Association came 107 people.
Clothing industry is too difficult, the more difficult it is to open, share, promote each other and grow each other.

18 января 2018 13:12

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