The Two Or Three Line Market: The Carrier Of High-End Apparel Brand Sinking

The two or three tier market is not just high-end.

The first beneficiaries: sports brand

Sports brands rely on event carriers, through the use of spokesmen and in CCTV-5.

With the intensification of homogenization competition and the rising cost of sports marketing, most of these brands are facing the bottleneck of enhancing brand value. Even though NIKE must grasp the essence of sports products, fully deduce the brand's understanding of sports spirit, so as to achieve differentiated operation.

Most sports brands in the country turn the focus of the future to enhance the spiritual connotation of the brand and improve the brand premium capability, which will be conducive to the optimization of the whole market environment.

The earliest Builder: Fujian Menswear

The Fujian men's wear brand, which grew up from the grass roots, is an important builder and companion of the two or three line market development. It takes the concept of "business and leisure" as the main innovation, and takes the development of chain and franchise as support. It soon gained a foothold and became a momentum.

On behalf of the brand: seven wolves, seven cards, and so on.

The lack of brand competitiveness and the lack of product innovation become the shackles of its development.

The seven wolves enhance the brand image through the living hall, and the seven cards pass the national temperament of the Chinese standing collar book. These will bring about changes in the terminal culture performance of the two or three level market, and play the role of promoting the consumption concept of the market.

Popular initiator: Jiangsu, Zhejiang and Guangdong Women's wear

Women's consumption has always been higher than men's consumption. The fashion trend of the two or three line market also comes from the female consumers who are chasing the trend. The women's clothing brand in Jiangsu, Zhejiang and Guangdong has quickly dressed up the commercial street of the two or three line market.

Brand name: Gloria, Eiger, Ya Ying and so on.

With 80's becoming the main force of market consumption, their ability to acquire information quickly will speed up the spread of popularity. The brands of Jiangsu, Zhejiang and Guangdong, which are characterized by youth and popularity, need to achieve quality and taste growth in the next five to ten years. They need to rethink the product development and product mix in the two or three line market layout, such as how to find a suitable way of development in shoppingmall.

Market nurturing: domestic high-end brands

The development and growth of domestic high-end brands in the first tier cities is the highest value embodiment of the Chinese clothing brand Pyramid. It has a mature business philosophy and brand quality that is in line with the international market, and has sharp market perception and strong market guiding ability.

Brand name: white-collar, Yi Wen and so on.

On the one hand, they are facing the pressure of market competition in the first tier cities, and on the other hand, there is a strategic layout for cultivating the consumption environment of the two or three line market.

The aggressive launch of these high-end brands will bring a high level competition to the two or three line market, promote the improvement of the market environment and related facilities, and change the consumer's shopping idea and even the way of life.

Fashion disseminator: international parity brand

The fast fashion brand of international parity is a fashion lesson for Chinese consumers with the trend of thunder.

Let consumers know that fashion can be divided into two categories.

Representing brands: ZARA, H&M, GAP, C&A, etc.

The two or three line market development strategy of these brands is relatively concentrated in developed areas, and requires higher environmental requirements for opening stores.

Through their own fame, stimulate the popularity and atmosphere of regional stores, so that consumers can feel the international wind at close range and help to narrow the distance between the two or three line market environment and international standards.

Elephant grade blue chips: international luxury brands

International luxury brands are potential competitors in the two or three tier market.

As the brand of elephant class, their strategic development is more prudent. In the market choice, they are more precise in locking the two or three line cities which are relatively mature in the market environment, occupying the strategic commanding point, and radiating the surrounding cities.

Representing brands: LV, GUCCI, etc.

The development potential of luxury market in China's two or three tier cities is gradually revealed. The fastest growing luxury goods in China are no longer Beijing or Shanghai, but Chengdu, Harbin, Dalian, Chongqing, Xi'an, Wuxi, Wenzhou, Ningbo and other two or three line cities.

The entry of luxury brands will gradually promote the two or three line market to be on the same level with the first tier cities in terms of consumption concept.