Analysis Of The Upgrading Of Clothing Shoes And Hat Brands

< p > < strong > point 1: definition of concept: brand and upgrade < /strong > /p >
< p > to discuss this problem, we must first define what brand is. From the consumer's point of view, the most fundamental thing is that the brand oriented shopping group should have a certain degree of awareness of the brand. It can be recognized through advertisements, and can be recognized through commercial street shops or franchised stores. It can also be the cognition of shopping experience, or even the recognition of word of mouth. If most brands are not aware of the brand, they are, at best, a commodity name rather than a market brand, let alone a consumer brand. < /p >
< p > secondly, we must define the scope of upgrading. Upgrading and upgrading is bound to go up to a higher level on the basis of the original. What is the original foundation? For example, if a brand has made wholesale, now it should be changed to a retail brand. Is this an upgrade? Upgrading is to upgrade from the same market framework. With strict language definition, at least it should belong to the domestic retail brand market. It has already made a brand and has a certain market share. If there is no domestic retail market, for example, some enterprises that export foreign trade, and now we have to make domestic brands, the first is the transformation problem, and we can not talk about upgrading. There is also a domestic wholesale channel, only one brand name, and no real brand operation, to turn into a real retail brand market, the first problem is brand building, and can not talk about upgrading. It is only in the original market that there is a certain share of the brand in the same framework that there will be escalation. < /p >
< p > what is upgrading again? Because clothing is a niche market under market segmentation (related articles can be seen in other articles in this book), from a vertical point of view, upgrading is basically from a low-level market to an advanced market, from a low level of consumption to a high level of consumption, and from a low level of consumer positioning to a high level of consumer positioning. For example, from two or three line cities to first tier cities, from two or three line department stores to first class department stores, and so on, basically belong to the escalation scope. If the brand is not involved in the market segmentation in the process of market operation, it can not be regarded as upgrading, as brand freshness, such as Coca-Cola advertising every year, but in fact it is maintaining brand freshness. Because the most important feature of vertical upgrading is positioning increase and price increase. < /p >
< p > therefore, some of the case materials provided before are indeed within the scope of brand upgrading. Because whether it is burglung or Giordano, it has been branding operation. Secondly, the brand also has the corresponding market share and popularity. At the same time, on this basis, the brand hopes to be able to launch bossinistyle and GiordanoConcepts to the high-end, which is indeed the scope of brand upgrading. < /p >
< p > < strong > point 2: the three stage of brand upgrading. The first stage is easy to < /strong > < /p >.
< p > brand upgrading is a high threshold, high cost and high risk road. There are three stages in brand upgrading: < /p >
< p > 1. upgrading of commodity quality < /p >
< p > 2. brand awareness upgrade stage < /p >
< p > 3. operation quality upgrading stage < /p >
< p > the upgrading stage of commodity quality mainly refers to the improvement of commodity manufacturing quality and the enhancement of design strength. This stage mainly refers to the integration and upgrading of brand in the supply chain with quality as the core, and at the same time, including logistics and production efficiency, because clothing is a very time intensive industry. The efficiency and quality of the entire manufacturing chain are the key to the success of the upgrading of commodity quality. < /p >
< p > there is a case which can be analyzed. A certain a href= "//www.sjfzxm.com/news/index_x.asp" > brand women shoes < /a > wholesale origin. While ensuring the wholesale share, we will enter the middle and high-end department stores. What risks will there be in the operation of commodities? < /p >
< p > first, the first risk is whether consumers will know that there is a brand in the wholesale market. If so, will consumers still spend more expensive in the department store and other high and middle market to buy the same brand goods? < /p >
< p > second is whether the department store knows that the brand is still shipped in the wholesale market. If the department stores have a detailed understanding of its share in the wholesale market or even the channels, how can the department store the more valuable resources to such wholesale brands? Unless it is not wholesale in the local regional market, this risk can be avoided. < /p >
< p > third is from the commodity OEM processing chain, to overcome the difference in commodity quality to achieve the lowest cost. Middle and high grade department stores are high-grade leather shoes requiring high quality, and wholesale demand for low-grade quality. Is it possible to have the same OEM chain of the same brand? < /p >
< p > one possibility is: the same brand puts the high-grade shoes to a medium high OEM enterprise, and produces low-grade shoes for a low-grade OEM enterprise, so that can be done. But its cost and quantity can not be the best. In the case of high-grade shoes without certain sales volume, it is not even possible to form a minimum quantity of OEM processing chain that must be started. < /p >
< p > another may be: high grade and low-grade enterprises in the same OEM production, so that although the minimum number of products on the processing scale may reach the lowest level, but factories usually do high-end shoes, that is, to make high-end shoes. Low grade shoes are low-grade shoes. If they are produced by high-grade shoes, they will obviously hurt the wholesales. They will lose their original competitiveness on the price, and lose the wholesale market. The strategy of specializing in department stores is very risky for enterprises at present. The other option is to produce according to the low grade or close to the middle grade, which can maintain the batch production, and at the same time, it can also reach the bottom line of the middle and high grade shoes required by department stores. It looks like a production mode that can take into account two channels. But at the same time, there will be a question. How much quality advantages do brands have on quality than other similar products of department stores? Will they affect the middle and high end market? Or in department stores, there will be a relatively low profile location due to a slightly lower quality. Even if the quantity and amount of sales are relatively high, it is difficult to change the status of marginalized brands. < /p >
< p > the first phase of brand upgrading is relatively easy, especially for the brand that is built up, because enterprises can integrate the manufacturing chain through the accumulation of strong internal control through years of accumulation. The upgrading of the brand is not equal to the original 500 yuan commodity, but now it is changed to 1500 yuan. It turned out to be 20 square meters of the middle island cabinet. Now it needs to be converted into 80 square meters of the edge hall. Originally, the mainland actors are invited to be spokesmen. Now it is a simple process to invite Hong Kong and Taiwan stars to speak. < /p >
< p > < strong > point 3: < /strong > a href= "//www.sjfzxm.com/news/index_f.asp" > strong > brand upgrade < /strong > /a > strong > second phase. Tackling key stage: success lies in the blank of market cognition < /strong > < > >
< p > precisely because the brand can achieve strength in the first stage of the upgrading of the commodity quality, it makes the enterprise have confidence and possibility to achieve brand upgrading. Brand upgrading has entered the stage of knowledge upgrading. In the second stage, enterprises adopt advertising and endorsement to achieve updating and upgrading. Since any retailing is primarily regional marketing, there are also geographical elements in cognitive upgrading. If there is a blank in the geographical area, the possibility of success is very high; or though it is operated in this area, but it is not recognized by mainstream consumer groups, the possibility of upgrading is also very high; or the brand has not entered the market segments, and consumers in the market segmentation have no cognition or cognition, and the possibility of upgrading is also very high. < /p >
"P > can see much of this situation. There are some very famous" a href= "//www.sjfzxm.com/news/index_f.asp" dress brand > /a ". In the past five years, with the upgrading of department stores and the aristocratic upgrading movement, many famous domestic brands have withdrawn, but some of the international second-line brands, which are not very well-known in the consumer market, have marched into department stores. The more business is mature, the more obvious the market is. After leaving the department store, even in the commercial streets like Guangzhou, Beijing, Shanghai and other first-line markets, the operation of the brand store has not been able to achieve the expected goal. Even after the replacement of the general agent, it has not changed. < /p >