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westdf5s620

Consumer Research: market fractionation

product positioning (product concept, brand ranking, etc.)

product strategy

pricing strategy

distribution channel strategy

promotion stsizegy

Other: address staff dress shop shop store product display area VI

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\analysis of four female consumers of five-brand clothing, apparel market deem,d six of seven national women's market brand, competitor analysis eight, \\the rapid development of China's garment industry, export volume, export volume ranking first in the world are to hold up to 20% of the global apparel market, has become the world's first garment-producing countries, nearly 10 billion annual output of garments, of which 50% of exports foreign markets. According to customs statistics, 1-11 May 2003, total exports of apparel and clothing accessories, $ 46,930,000,000, up 25.21% over last year. Among them, exports of woven garments and accessories 20.682 billion U.S. dollars, up 20.24% over last year; knitted clothing and accessories exports 16.18 action U.S. dollars, up 26.62% over last year. According to China National Commercial Information Center, as of November 2003, the stateal crucial large retailers merchandise sales totaled 35.82 billion yuan clothing, 22.3% more than last year; all sorts of clothing sold 186,640,000 , 8.6% more than last year. With the garment industry and the rapid development of China's accession to WTO, the number of firms entering the apparel industry has reached more than 50,000, the number of clothing brand is showing explosive growth, large-scale entry of foreign second-tier brands in China, making China the market has entered a clothing brand increasingly competitive, international and diversified co-exist in the new period. Domestic enterprises and brands are faced with a how to re-locate and integrate the practical issue of resources. Development experience of the world famous warning us to be, and they laid them out in their house for a ship to match her ring, take the professional road to the development of enterprises in the local competitive advantage in China to build national brand apparel companies to seize market opportunities industry to the fore, most of our clothing is the only choice for enterprises to grow. The program is designed to seize the consumer psychology to help \Second, women garment enterprises in China and the development status of women apparel market to consumer trends and careful analysis can not be divorced from women's apparel manufacturers on the pattern of the development status of women and female clothing brand clothing market and consumer trends and female primary consumer brand of clothing, because these are \. 1) the pattern of female garment enterprises of China's garment industry is relatively fast development of one of the industries, the past two decades has asserted a high growth rate. At present, China's clothing manufacturers have more than fifty thousand, the total production of first place in the world, and occupied up to 20% of the global apparel production and markets for our exports, employment and other settlement made outstanding contributions. In the fierce market competition, China's pattern of women's clothing manufacturers have undergone profound changes, the current domestic and medium-sized women's clothing manufacturers can be divided into three categories: one is a superb level of processing technology but most of them are doing OEM business Such enterprises are mainly earning processing costs less to establish its own brand, or want to create their own brands because of the logistics environment, market development capability and supporting the supply of fabric research and development production levels and other factors which can not be achieved. Such enterprises are facing a market environment, the domestic low-cost labor resources are gradually weakened, reducing processing costs, increasingly slim profit thresholds; the other is already a well-known brands of domestic market enterprises, such enterprises through the years development, brand architecture and channel more mature and stable domestic market accounted for sales of shares. The troubles of such enterprises is, from the design level have a greater gap between international proclamations and brand superficial, channels numerous and increase management costs and dependence on imported fabric caused by the emerging high cost of production. At the same time, because since the entry of foreign brands coming into the same grade, and these foreign brands and brand strength in the price definitely has a competitive advantage, when the country import taxs in the next few years after full release, go from here depends on enterprise direction of fosterment and reform of the; domestic enterprises to create a third category of the domestic market, most of the second-class brand, because of their size and strength of the gap with domestic large enterprises, with foreign brands in the high-end and mid-market monopoly market by domestic and foreign brands constitute the situation of mid-priced brands, such enterprises to promote enterprise development in the absence of the core elements of the advantages of state of hard fighting in the residual market. The domestic status of women in garment production enterprises, but also gave a logistics environment, market evolution ability and design standards, supporting supply fabric to the female garment manufacturers huge development space and the strong momentum of development. 2) Development of women's beauty industry is the female nature. Sustained economic growth greatly increased the spending power of women, for women apparel industry which has brought new growth. According to the China National Commercial Information Centre's statistics, from January to November 2003, the national critical large-scale retail stores were sold 50.16 million women, 8.5% over last year's, women's apparel sales accounted for 27% of sales, sales by still the biggest share of total clothing brand first. Women from the current development situation of domestic point of view, generally have the following characteristics: (1) The outstanding characteristics of Chinese women after years of development, gradually formed a faction of Hangzhou, Guangdong School, Shanghai, Fujian camp, school and other major factions in the Han , the characteries have made their own characteristics with no small carry outment, it is very obvious regional characteristics. Women such as Hangzhou, south of Yangtze River with a strong cultural atmosphere; Guangdong, near Hong Kong and Macao since school is a strong sense of fashion; Han sent Zeyi features bright colors. Country has its own significant features, and around a certain brand in the local climate, it begins to enter the target cities. (2) actively seeking to estimate individual emphasizes the development of modern consumers personal dress, the pursuit of personal style, and clothing of Chinese women deserved to be self-expression and self-seeking individual external display, which has become the mainstream of today's dress fashion. Which colors, styles best expresses the human personality, so for the women's manufacturing enterprises, with color and style of the individual to become a important factor. Female consumers increasingly demanding personalized clothing, women's enterprises are also recognized for its better development in the fierce contest in the market place, it is necessary for the market requirements, to a greater extent to meet the different age levels, different economic status, different cultural backgrounds of consumers requisition. This shows that the Chinese women's perception on the enterprises in the industry a major step forward. (3) break through sth to achieve international garment enterprises operating in China began to realize that not only have a certain strength of the large enterprises can implement the \At this point, Zhejiang summer dream Zegna of Italy hand items of international brands has become one step ahead of private enterprises to go abroad success stories, women's development in China provides a valuable reference. (4) focused their attention on European and American markets in Europe and America is the world's largest clothing importer, is one of China's major export markets. In Europe, both in the Wal-Mart, Ka Mate, TARobtain such a large supermarket or specialty store and discount stores across the street, are often able to see all kinds of Chinese women. Even in known as \Quality and cheap Chinese clothing enterprises to large-scale rounded out the U.S. and European markets, from the MAGIC Clothing & Accessories Fair, CPD clothing trade show, the International Fabric Exhibition in New York, New York, the international exhibition of women's and clothing apparel such an important work show, the U.S. and Europe to China Women's evaluation is very positive. Called the \Jiangsu Sainty, red beans Group, River United States and other Chinese-funded enterprises are also here to establish a garment \(5) the persistence of comparative advantage in labor-cheap labor in China's comparative advantages into full play in the apparel industry, the garment industry is China's most internationally competitive industries. Relevant data reveal that China's textile and garment industry in 2000 was $ 0.69 per hour wage, ranked world No. 48, respectively, the Japanese equivalent of 1 / 37, the United States, Western Europe 1 / 20 or so, South Korea 1 / 8; and other development in the countries, though not obvious position cost advantages, but the textile workers in China's labor skills, diligence and overall quality of organization and school and so on will have far better than them. In sectionicular, central and western China's manufacture advantage is far from being released, along with the advance of western development, labor advantage in China clothing exports will supply an endless strength. Thus, at least in the next ten years, under the premise of equal competition, with a low production cost, skilled labor skills, our women's business has considerable international competitiveness. Overscene of the Present Situation of Chinese Women, is easy to see the Chinese women's prospects, with a huge space for development. Third, women branded apparel market and consumer trends analysis (1) market analysis of women's clothing brand after years of development, China has basically met the women's clothing needs of women, but only a relatively young individual equipment, and pay attention to the modern consumer wear individual pursuit of self style and perfect female consumers of all ages brand clothing is also increasing, which resulted in differentiation of the market, different ages, different economic status and needs of consumers from different cultural backgrounds different clothing. At present, old, middle-aged character in various age groups are the scarcity of clothing, many consumers tend to buy the right clothes to the market in recent years, the folder view, the market share of the top ten women's apparel brands mainly in young women based, size, color and style are not suitable for old and middle-aged women. Similarly, the current clothing market in the elderly in China is nexused, is not optional. Clothing market over the old monotonous, some of the elderly can not buy in the market, appropriate clothing, but go to the tailor tailor-crazye, greatly extended the time to buy clothes. With the arrival of the new century, the Chinese population over the age of 65 has reached more than 93.77 million, will enter the aging society, clothing enterprises must pay attention to this huge potential market. (2) The consumption trend of brand clothing from the recent fashion trend of women, consumption will be personality, recreation, diversity, and branded fashion changes. Especially a certain economic base and a certain bit of white-collar workers for consumer goods, they are more like the personality, temperament leisure (such as deviates in business wear to casual wear), and there are some well-known fashion brand clothing. Therefore, the consumer market will be a certain period of time of two trends: one is located in the high-end international brands to increase sales; the other is middle and low consumer spending began to gradually shift to the mid-range. In addition, with the apparel business, promote \Since the nature of the high-tech products, but also a future trend of high consumption. In style, the future consumption in both women's clothing simple, elegant, affordable at the same time, but also to the natural, comfortable, romantic and direction of change. Texture, selling clothing, \After a little modeing of natural raw materials into clothing will be greatly welcomed by consumers. Fourth, analysis of female consumers in clothing brand (1) consumer class analysis: With the people's lives into the well-off urban and rural dwellers further growth in demand for clothing, consumption structure has changed greatly: the formation of three different levels of society consumer groups: a) brand-name clothing consumer group: This group of personnel, including foreign workers, the famous artiste, individual operators, entrepreneurs, farmers, foreign body officers, the financial sector, etc., accounting for 0.61% of the total number, while consumption is accounted for 3%. b) mid-layer clothing consumption. This level is mainly the payroll of the city's surplus and rural households, accounting for about 60% of urban population, rural population 20%; c) low-rank layer of clothing consumption. The town is mainly low-income, unemployed and rural major population, accounting for 25% of urban population, about 60% in rural areas. (2) consumers of deviateent age after years of development, China has basically met the women's clothing needs of women, but only a relatively young individual equipment, and modern consumers pay attention to personal dress, the pursuit of personal style and perfect, all ages female consumer brand clothing is also increasing, which resulted in differentiation of the market, different ages, different economic status, cultural background of different consumers need different clothing. There are three age groups of consumers: a) 15 years old ---- 25-year-old young women: in this age group of consumers, primarily on the social toil students and soon had left the people, saving is not independent or not fully independent. The pursuit of these people the standard of clothing mainly in the pop and novelty, it is the replacement of the fastest growing group of clothing, they have some brand recognition, but most can not afford designer clothes. They are brand clothing potential consumers. b) 25 ---- 45-year-old middle-aged women: the consumption of this age group, work or have worked for many years, a certain economic base and cultural awareness, emphasize the quality of life, focusing on quality of life. They believe that clothing is a personal taste and class symbol, so its requirements are relatively high. The group is a group of major consumer brand clothing; c) 46 years old middle-aged women: the consumption of this age group, socio-economic activities are not in a dominant position, income in a recession or stagnation stage, the requirements of clothing not high or not too requisitioning, not the leading consumer brand clothing. (3) consumers of different regions according to statistics, at present, north and east China's per capita clothing consumption were 920 and 790 yuan, 521 yuan higher than the national avefury. Among them, Beijing, Shanghai and Guangzhou, the highest per capita spending power of clothing, clothing Shanghai's per capita spending more to reach 1,587 yuan, the Beijing amounted to 1,387 yuan; average urban household expenditure on clothing about 10% of total spending, while rural households total per capita expenditure on clothing expenditure of around 6%. Can be drawn from the above analysis, cities in economically developed areas located 25 to 45-year-old middle-aged white women are the main consumer group brand clothing. Fifth, comprehensive summary of the top apparel market two, three, four analysis, we draw the folloearng ends: 1) the logistics environment, market advance capability and design level, to supporting the supply of women branded apparel fabric manufactionurers have a huge space for development and strong momentum of development; 2) befactor the domestic clothing brand with a strong local color, no one can influence the national scale and, therefore, who can fill in time gaps in the brand, who will win the world of female clothing brand and grades with similar foreign clothing brands a higher low; 3) The development of women's products, the brand focused on the girls fitted, middle aged women lack of personality, a great gap in the market. Who can best meet the different age levels and economic status, different cultural backshores the needs of consumers, whoever will be the largest cultivatement and achieve the maximum economic strength; 4) located in cities in economically developed areas 25 years old 45-year-old middle-aged white women are the main consumers brand clothing; 5) in the high-end international brands to increase sales, while middle and low consumer spending began to gradually shift to the mid-range; 6) from nature \Green \Sixth, the domestic brands of women's market (competitor analysis) Chinese women after years of development, gradually forming a distinctive regional characteristics of the Han School, Hang School, Guangdong faction, the Beijing school, Shanghai and other major factions, the factions have their own characteristics, Women such as Hangzhou, south of Yangtze River with a strong cultural atmosphere; Guangdong, near Hong Kong and Macao since school is a strong sense of fashion; Han sent Zeyi features bright colors. Country has its own vital features, and around a certain brand in the local climate, they all spontaneously started to enter the target cities. But now, the factions of the brand in the market share gap between the small, no one can scale and impact in the country. Women in the twentieth century, the Han sent the mid-nineties to colorful, money is, the mainstream of professional casual country style started quickly, sometimes become the mainstream women's fashion. However, with the rise of both North and South Women's and Chinese women gradually lost their faction's leadership position in the country, and now many domestic cities of Wuhan shopping malls are rough to find on behalf of women's brand. Women for the domestic industry factions have carved out such a situation, if the faction out of the brand, a brand analysis alone is undoubtedly not comprehensive enough, not objective. Any brand to grow, are inseparable from the geographical environment of the industry. Thus, now in a leadership position in the women's market, the Hang School, Guangdong faction, the Beijing school describeation of the three factions of brands to find the \(A) Hang sent to South commoner women, always women, and ancient Xi Yang, a romantic one, blue portrait, incense sticks, red armbands, the golden years, female diary, Rome ideas, Qiushuiyiren faction led by Hang Ten brand, by virtue of Hangzhou's cultural heritage and geographic advantages and their own advantages, \1, Hang Ten women's brand of send (1) South commoner brand style: romantic, natural, rich. Brand culture: \Whole-hearted interpretation of the concept of blending with nature. Design Location: \Rich language is a major feature of South commoner, leaves flowers and decorative patterns become iconic. Consumer groups: age between 20-35 years old knowllimit of urban young women. Color orientation: the pursuit of calm and elegant green color as the basic color, together with the popular bright as embellishment. Elegant and not blindly follow fashion colors, but alsteps stylish. Fabric choice: the use of natural cotton, hemp, silk, wool fabrics to the interpretation of \: The major consumer groups, based on the life-like state, design and development products, including clothing, footwear, bags, hats, scarves and other clothing accessories, and home arts supplies. marketing: a full implementation CIS image recognition system, the way a franchise , the land has joined with more than three hundred stores. (2) brand is always a woman: \reflect a shy, judgment,[link widoczny dla zalogowanych], narrative, do not add extra decoration of style. design concept: personal finance in the environment,[link widoczny dla zalogowanych], the emphasis is mecontacthor, the mind and body to create a moving experience. Name Source: a story. Many years ago, in the home, four young, like to chat. One afternoon, in the summer, closedownr to dusk, they Meet older, to remember each other care, because the future is not able to see obviously, that the agreement called the old, wood, Eve, sheep, taken from the names of four people. marketing: the franchise and chain store shopping co-manner, counter form, and has formed more than two hundred professionals