How To Divide "Big Crocodile" And "Small Fish"?

How can the new generation brand find the "big crocodile" with resources and resources?

And how can the mall catch the "small fish" with its own characteristics and potential? Obviously, the exhibition is the ideal platform for effective docking between the two sides.

Therefore, in the face of a vibrant economic environment and an increasingly rational consumption attitude, it is not enough to win a bright future with precise positioning alone.

Mature brand channels are smooth, but the mode is aging. The new generation brands can see consumer preferences, but lack of funds and expand their weakness.

Nowadays, more and more women's clothing brands start to cooperate and complement each other, and are committed to finding opportunities for development from the niche market.

In fact, whether they are women after 80, 70 or after 60, their aesthetic taste has been greatly improved. The traditional popular and commercialized women's clothing design has hardly met their consumption demands.

Shenzhen designer brand suzeerno brand leader told me that although the phenomenon of homogenization of women's clothing market still exists, more and more brands have begun to focus on changing the style of product design.

The movie is one of the most representative ones.

In recent years, a lot of high-end women's clothing sales performance has seen a significant decline.

But the film that has been good at discovering customer needs has not been affected too much.

"Last year, although brand sales grew slightly, the overall growth rate remained stable."

Yin Bo, vice president of Shenzhen fashion group, told me that this is mainly due to the clear positioning of the brand to the women's clothing market and the brand development strategy it has always adhered to.

This year, the film group launched its first 6 brand XII BASKET twelve basket.

The film group hopes to further divide the broad light luxury market through the XII BASKET twelve basket brand.

At the same time, compared to the main brand, the XII BASKET twelve basket is even younger in the age of target audience.

Through the introduction of new brands to enter the young consumer market, it has obviously become the choice of more and more mature women's clothing.

Although many of the women's clothing brands are trying to change, but in Guangzhou, Liu Yixuan, general manager of the company, many successful success.

It's not a real fashion woman's brand.

"Because many famous women's clothing brands are successfully defined in terms of market share, it is more appropriate to market brands."

Market brand product design is mostly conservative and convergent.

Therefore, in Liu Yixuan's view, these mature women's clothing brands must break through the inherent development mechanism and achieve personalized turn.

"Although many mature women's clothing brands have been launched to enter the young market, they may not win the young market."

In Liu Yixuan's view, in addition to the inherent mode is difficult to break, the women's clothing brand is also lack of understanding of young consumer groups.

In this regard, some mature commercial women's clothing brands are more likely to realize their own brand expansion and brand pformation through the acquisition of new brands.

Docking in groping

Last year, Mass Phil bought the designer's product style of the famous women's clothing brand. Mass Phil's quality has a high reputation in the industry and the retail market, but also has its own unique vision and standards in the acquisition of new brands.

Founded in 2009, AUM was founded by several designers who returned from studying abroad.

From the day of its founding, the positioning of AUM is very clear: adhering to the Oriental Zen aesthetics concept and integrating Chinese elements into product design.

But the precise brand positioning does not guarantee that AUM will go smoothly in the terminal market. Until Mass Phil bought AUM, the brand also failed to make profits.

AUM is not a new brand development.

Many start-ups, especially those with poor capital strength, have encountered great difficulties in their initial development.

For this reason, Chen Yinlin, the founder of the original designer Lin Lin i:RIN CHEN, is deeply touched.

"One of my classmates started their own studio after graduation, focusing on their own design.

But after 5 million yuan, his brand disappeared.

Chen Yinlin said.

Finding investors or collaborators has also become the choice of more and more independent designers and start-ups.

Compared with the brand of the new generation of original designers, Follicorre, a brand of Guangzhou's company, is quite mature. The company team is very familiar with the process of brand operation management and business operation.

But even so, Liu Yixuan also admitted to reporters that in order to achieve the long-term development of Follicorre, the brand is also faced with many bottlenecks that need to be broken through.

"In the early days of brand building, although we have unique products, we also hope to cooperate with large garment groups to find market entry points in the face of limited financial and other resources."

Liu Yixuan said that the old brand has the advantages of channel, capital and team, and the new brand has its own characteristics in the design of the product. The combination of the two sides is beneficial to the future development of each other.

Cut demand by Exhibition

Mass Phil obviously took the exhibition as an important window for his search for new brands. According to people familiar with the matter, Mass Phil recently found his next acquisition goal at the exhibition.

With the development of women's clothing industry and terminal market in recent years, besides looking for agents to join and conclude pactions, the exhibition has been given more expectation, and the motives of many exhibitors and professional spectators are also changing.

"As a new brand, in addition to finding excellent channel resources, we are more interested in the opportunity to communicate with large enterprises, and cooperate with those interested in brand mergers and acquisitions."

In this regard, Liu Yixuan hopes to participate in the 2015 China International Clothing and Accessories Fair (CHIC2015) held in Shanghai as a breakthrough point, looking for cooperation.

For professional audiences such as shopping malls, finding new brands is obviously the most important concern.

"In recent years, we have targeted the existing shopping malls.

We have adjusted and intensified efforts to introduce some new brands with personality and characteristics. This is also the main purpose of our participation in fashion shows. "

Shandong Weifang KOF TOWER counter manager Zhu Gaojing told the author.

Taking into account the new demands of the exhibition, CHIC2015 is also seeking breakthroughs.

It is reported that for next year's exhibition, the organizers will further optimize the layout of each exhibition area, launch the starlight world, link the future, design strength and other special exhibition areas, and organize channel docking shows, business forums, pairing meetings and other activities in order to promote brand promotion accurately.

Understanding.