Women's Masil's shopping guide analysis

In the recent article “Textile and Apparel Weekly”, the author saw such a set of charts, derived from the statistics of the Beijing Business Information Center, and the content is the sales data of Beijing Billion Mall.

This base is based on the monthly clothing sales receipts of more than 20 large-scale shopping malls in Beijing. According to the statistics of women's wear, men's suits, men's shirts, sweaters, cashmere sweaters, and leather clothes, it covers the sales data of hundreds of brands, regardless of statistics. The typicality of the data is the continuity and accuracy of the data. The Beijing billion-dollar shopping malls are more comprehensive and reflect the latest trends in Beijing's mainstream clothing. The author put aside what the recent increase in the overall amount of what, today I want to talk about women's consumption of the two strong groups.

In many cases, the author did not have access to intuitive data. For designers, they only knew that their products were good or bad, or they went to the store and asked the clerk what brand they had recently sold. This is really true. , I am afraid that only the sales department may be more concerned about other brands of data, and even if it is concerned, designers may not be exposed, or attach great importance. . . So if you want to understand the data, you can only look at this kind of newspaper, and you have to go to the website. . . However, the data the author sees is still very small. The following questions may also be more one-sided.

When looking at the top 10 brands, there are always a few familiar names. The writer has been basically doing home clothes, not very understanding of clothing. . . White-collar workers, VERO MODA, ONLY, Iger, Cagliari, EU force. . . . The sales of these brands in China are still quite stable. They are limited to the data of shopping malls and are not limited to the data of domestic consumption. Because the number of terminals in each country is different, it cannot be generalized. Every time you pick the top 10 sales, look at the number of these often enter the top ten brands.

Two powerful groups are reflected in our eyes. The first strong group is the fast-growing consumer group aged 18-28. The second is a 35-year-old 45-year-old classic consumer group. Some people said that the 29-34-year-old crowd was there. . . The author here refers to the consumer groups targeted by the clothing brand. Some friends who work in high-end clothing brands have wondered whether they have noticed such a problem: Most domestic brands of high-end ready-to-wear (women's wear) brands are generally targeted at 28-45, and may actually only have a 10-year span. Our rational analysis, whether a company can really make a brand spanning 17 years old (of course, for high-end garments, some low-end market can be achieved, the low-end market to meet the consumer groups are some very simple consumption, such as Everyone went to buy a black cardigan, a sweater without any decoration... As a consumer group targeted for high-end garments, there are several characteristics: First, she has a certain income, conservation, intellectual women, They do not need to buy them to match clothes, do not need shopping guides, do not need to ask if others are not good-looking. . . They have solid financial capabilities and the ability to select more brands to integrate with their own physical and temperament. This requires a company to maintain its own brand, build brand sentiment, brand loyalty, and The persistence of brand style can't be done by design. . . Therefore, high-level women must have characteristics, style, and connotation. But can you really have a spanning 17-year-old brand? Do 17-year-old women really like a style? Their connotation is so similar? Certainly not excluding individual groups, but for the market, we always aim at profit, sales data, gross profit data is an important measurement point for a brand's success, and ensuring lasting profitability is also one of the value-added brands. Elements. The middle of the crowd really became the backbone, they are basically scattered on the 2 side, (here only for the author still remember the top 10 brands).

There is a special case here, which is the international big name. In recent years, the international big names still have a trend of youthfulness, and CHANEL, DIOR, LV and so on are all younger in recent years. CHANEL has integrated cowboys and other elements into high-end garments. In the first few years, CHANEL has also designed a popular “breaking bear”. DIOR also integrates many fashion elements into promotional, oily advertising. . . LV also added cherries to the design of the bag. . . There is an off-topic joke that forgets whether Lagerfeld or Gary Arnold is like Lagerfeld. Some people say that if CHANEL knows that you have made her brand like this, she will be very angry. Jump out of the coffin. Ha ha. . . In many big names with years of development, it is easy to have such problems: The consumer groups targeted by its brand are mobile, it captures a part of the consumer groups, and as the age of the group of consumers grows, the entire brand targets The age of the target consumer group is also growing. So when the CHANEL transformation, there are many old customers shouting: You abandoned us. . . As the brand can only answer: If we do not abandon you, the world has abandoned us. . . But for Chinese brands, there are few big brands for decades. It has been remarkable for 20 years. Compared with the 100-year-old brands in Europe and the United States, there is still a big gap, whether it is from brand recognition or brands. Connotation.

When I was doing high-grade garments, I was a bit confused and discussed with the managers at the time: Our brand is doing so many styles, is to blur the edge of consumer groups, or to be a consumer group of different dress time. . .

Now think about this as a stupid question, and push yourself to the extreme. In fact, whether it is the edge of the consumer group or the different dress of a consumer group, they are people of a 35-45 age group. The brand of service), to sit in this position of high-grade clothing, in terms of brand, selling at such a high price is already choosing the consumer group, and the consumer group is already choosing the brand, then sometimes it can only be like a person and doing well Some of the rest also depend on fate, not forcing. This is also a matter of grasping. It will not be released. There will be nothing. Unless you open another deck, you can do another age range. However, as far as many of the books I have read, and the market response is good, it is easier for brands to do better than they are from low to high. Therefore, there are many brands that have chosen the method of acting as a brand and acting as an agent for small and successful foreign brands. A good brand is generally chosen as a brand agency. If the brand is weaker, it will choose the brand authorization. The company personnel will participate in part or all of the development. This is a digression. Back to the topic, in conclusion, the span of a brand cannot be very large. . . This part of the group is basically maintained at the 35 - 45 age.

There is also a set of data from a series of data from the “Clothes Times” 2009.2.6 E2 Market-Commercial Edition. This is a summary of the national clothing sales data. This set of data is exceptionally intuitive, and the advantage of ONLY VERO MODA is clearly obvious. We all know that ONLY VERO MODA JACK JONES belongs to foreign brands and its business name in China is "Ling Zhi". In terms of women's wear in the country in 2008, ONLY and VERO MODA basically won first place and second place. In other words, Lingzhi Company should be the leader in the market share of women's brand stores. For the time being, there is no data to pull it down. The two brands face the consumer groups of 18---28. In this group of data, it reflects the rapid consumption of consumers in the Fastwave category. The top 5 are basically stable, as well as ESPRIT's Iger, Gedi, and Ou Shili. This may prove that the Chinese market is big and small. This part of the middle power is very powerful.

In emphasizing that this is national sales data, the country’s sales data will have to count the number of terminals of the brand. Unlike the previous set of data, that set is only data for representative shopping malls in Beijing. For the large and medium-sized cities in China, the number of consumer groups in the 35-45 age group mentioned earlier in the country is extremely low. There are many reasons for maintaining the brand image and the price is too high. . . Therefore, there is no advantage in the national data. In this set of data, only one brand is deeper in the author's impression (for a long time, I didn't get dressed, I am sorry). This is the brand of Mashui in Shenzhen. This brand is the author’s concern. The first to know it is because the top ten designers I’ve ever served are very fond of the brand. So at that time, they paid more attention to the number of terminals. It was 98 in July of last year. . . (More boring, hehehe). However, it does not matter marketing or design. It can expand so many terminals among similar brands. It is very much admirable. The number of other companies I have counted generally stays between 30 and 50. After all, it is a high-end market. There is no way. . .

From the psychological analysis of these three parts of the consumer, he personally stands to the perspective of the consumer. The 18-year-old 28-year-old is basically spending his family's money or not having a lot of income. (There are a lot of money that basically buy international big names. This is very real, this part of the consumer group , With young characteristics, the pursuit of fashion and brand is very strong.) The average unit price for apparels such as ONLY and VERO MODA is 213 and 214, (data from "Textile and Apparel Weekly" 09.2.23, p. 73 ) This price is very specific to China's national conditions. For those who have no income or low-income people, these two brands also have a high degree of recognition in the country. So it's easy to accept, so it's far ahead of its number of terminals and nationwide sales. Judging from the total amount of data, the unit price and quantity are inversely proportional, while the first-line brands such as white-collar workers and treasurers are high in price and low in quantity. Analyze what kind of life these women are between the ages of 35 and 45. This is more complicated than the 18- to 28-year-old group because the life of this age group is basically qualitative. The money is rich. There are all statuses, or else there is nothing, or a little bit, and it is basically spent on children. . . This part of the money is obviously not the goal of a high-end clothing brand. . . So the crowd is narrow and narrow. The director of a high-end clothing brand that I once served once once said that our costume sleeves can only reach the height of driving. . . Oh, because this part of the group basically does not need physical work, so when I was working on the version, I basically did my arm size around 38 (I sometimes like to make my own version, not busy, but the level of plate making is not Generally speaking, a version of the version is allowed to make the version of the division itself. This only solves the misunderstanding of the version division. Sometimes it is misleading to look at the drawing division. The edition division is not a designer after all. There are always such details. Such a problem, in fact, this is a very good method, the version division only need to amend the next technical problem, but the designer's workload is much larger) only need beautiful. Because of the high profits of high-end garments, the competition is also very strong, and designer brands are not well-mixed. . .