CCTV fashion brand : To say that philosophy does not change

　　To say that philosophy does not change solely for rational reasons, but quite often for the sake of change itself, is to concede that philosophy too, at least partially, is subject to fashion. This, though, is a description that challenges the ambition of modern philosophy to attain an absolutely rational self-determination. The philosopher Hans-Georg Gadamer claims that fashion regulates only those things that could just as easily have been completely different
Brand to enter the noticeable primarily in high-end retail market, we first need to analysis, as China's general clothing retail market have how characteristics.
Since 1996, China mainland retail market has undergone earth-shaking changes in international market with, international new retail mode and a new format connectingrails, foreign various retail mode enters China in succession. In the next 10 years, department stores in the retail market developing, after two specialization. The first is divided specialization. Category Such as shopping plaza (supermarket) is mainly directed against the daily life necessities for the Lord; Gome, suning appliances, Sweden's ikea, there are professional material for building 100 how to reside etc, they all become strong retail formats, who even become "category killers," industry chain of guangdong, the channel is China zero sells the market "category specialization" results. The first professional, the general is mainly completed positioning in dress class, including clothing, shoes, leather, jewelry, cosmetics, etc. In high-grade market retail mainstream platform transformation. The second specialization is mainly aimed at department stores industry's market segmentation - consumer class specialized segmentation. Although most department stores are located in the dress class in high-end market, but the market still have consumption class differences, for instance: guangzhou friendship group mainly is a luxury positioning, AnBai department store is popular fashion positioning, modern department store is discount positioning, etc. Department stores appears to have a class subdivision positioning, micro differential operation pattern.
1998-2001, the state department store the management mechanism of thorough transformation, almost by purchasing system transform for the brand LianYingZhi. Brand LianYingZhi basic core is assumed jointly with brand sales risks to sales commission, as a major benefits. In fact, at present besides the department store their individual brand agent outside, most costumes class brand, department stores have withdrawn from the marketing first subject, its main function is to construct clothing brand marketing platform, mainly in joint under the system of department stores no actual commodity business sovereignty.
Department stores industry as a China apparel industry as an important branch, in order to avoid homogeneity management, very important is precise positioning. The general is how to realize oneself in the retail market a precise positioning? The main means is through brand screening. Brand screening determines the department store brand portfolio, and brand portfolio decision department enterprise basic orientation, basic position determines the market segment and consumption levels, directly affecting profit level. Namely department store is through chosen clothing brand positioning, to realize oneself in the retail market positioning. That is to say, both in the retail market segmentation positioning, decided he will choose what kind of brand cooperation.
2: march in high-end department stores market, brand locate precisely
Any clothing brand in the market, its basic orientation, directly determine whether can enter in high-end department stores, do not accord with basic position brand limited access to the department store. For example, some brands by CCTV, paper media advertising is more, brand awareness and widely known degrees is relatively large, but such brand doesn't become a department store object, especially the favour of a second city matured in the department store. Why? Is not the social business relationship does not reach the designated position, nor brand name not ring, but positioning wrong, "famous doesn't equal high-grade". A few years ago has entered into the indigenous Chinese famous department stores, and not have withdrawn from? Don't understand market segment positioning principle, it is hard to understand markets change after choice.
Once again stressed brand awareness does not represent brand market positioning, well-known cannot replace subdivision positioning. This is that if a high brand awareness, market positioning is three or four lines market, it is as hard to enter to department stores for subject in high-end market. Brand subdivision positioning, has become almost brand only id card, is so, "positioning than AD."
Industry has a point of view: the brand strategy of high, medium and low market three arrows qi faren, each segment market to brand strategy the role of different, low end the market do wholesale, ensure quantity; Intermediate market do store, ensure share and profit, High-end market mainly is to promote the brand awareness. For a brand, body and high, medium and low three market marketing strategies, in actual retail market is feasible? Basically the answer is negative.
First department store this one high market, and it is difficult to realize this brand 'tucked-in' opportunities. In high-end department stores as a representative of the retail market, will only choice and own identity location in brand positioning, for those who ZhongDiDuan brand, do not accord with the department store positioning, basic not cooperate, even after the choice, but also very outstanding performance in a department store at the edge of the brand can be eliminated. Dress in in high-end market the compatibility of the relatively poor, high and may, high-end brand into public fashion department stores, department stores are willing to favorable conditions of introduction, in order to improve the department store positioning and class. For low-grade brand, especially famous brand, difficult and low-grade during terminal department markets were compatible.
From the department store to brand positioning strictly define see not hard, clothing brand marketing, and FMCG and durable consumer goods marketing is quite different. Such as green arrow gum as a fast consumption goods, it can in department stores sell, can be in supermarkets sell, even a grocery store, the street newspaper stand, ice cream shop sales. As long as it is to see consumer place, it can all sales, this does not affect its brand itself, because it is one of "the mass" positioning, up to the President and down to a beggar, everyone can consumption.
Dress of dress or shoes, no matter, there is a strict market segment, which is widely considered positioning age the most widely sportswear, after years of marketing, also subdivided into business occasions sportswear, sports, is located in the occasions sportswear sports also has stressed the function, emphasize fashionable, such as KAPPA.
Brand to enter the high-end department stores, it has to change. What is the brand? Brand in the textbook, the definition given too much, with fashionable consumer goods, for example, to HangYeHua bolt solution brand popularization and is necessary, the brand by "tasting" and "brand" composition, what is "tasting"?
"Tasting" word is three mouth words, the first mouth words contain "type", "raw material and craft modelling", the second word is fashionable, "mouth" is fashionable and trend, "was" is delicate with nobility, the third mouth word is "management and service", management refers to efficiency, "effect" is accurate, "rate is rapid, the service is a kind of comprehensive experience, from six elements can read today's brand" tasting "word, actually is specialized in high level of connotation representative.
What is "brand"?
"Brand" is the commodity in the consumers' mind in position. Have position is to have no position, is no CARDS, CARDS, even though some commodities have awareness, but for a consuming capacity of middle class, he/she will not choose to buy this brand, such goods, at best, in the market segment consumers heart, not brand, is only a heard the name.
Brand name should have not only metamorphosis internationalization, product quality and design also wants refinement, vogue, including operational capability of specialization and professionalism, because in high-end market expansion and pay cost and cost is larger. One aspect is in response to department stores intense competitive brands, but also in order to deal with in the service demand gradually high consumer expectations.
South China region has some brands, do not have high visibility, advertising on some of the main TV media didn't advertise, but they are in high-end market with terminal marketing start brand, performance stability is outstanding, the recent Beijing market investigation and research, a men's clothing brand new terminal display prominently, after understanding that the brand's headquarters in Beijing only with less than 50 square meters of office workers also is very little. Terminal overall performance cannot infer what this is in a remote under fifty square meters office buildings in operation of the brand, consumer at least think this is a has a large scale enterprise. This is typical of the terminal marketing case.
Three: enter in high-end market in three phases, specialized management to win
Enter in high-end market, at least two considerations. The first argument, if brand is changeless, commodity quality is changeless, the original proxy, wholesale channel is changeless, operation mechanism of existing department store market is feasible, Second, to enter the market to consider the limitations of current agent channels mechanism, Because the department store market is not a blank, has many years of brand management, they also had the same channel limitations problem, is the continuation of journalistic gracing the market, or separately innovations of the market.
Enter in high-end department stores market needs to be ready, department stores, specialty stores than street shops can rebegin failed to set up shop, relocated, But the department stores, the national strength are not good department store is the cost of hundreds, enter is high, once in a department store business failure, May 3 ~ 5 years is hard to return to the market, even back, its costs will be not only money problems.
Enter in high-end market need experienced three stages, the first stage is the image, goods, service, make whole to regularization brand connotation. A new brand into in high-end market and consumer to the cognition is very little, none of this brand of any consumer experience, consumers believe is only department store reputation and terminal shop all aspects to communicate consumer information, not a foreign name, a brand story can obtain consumer trust of the brand, to really make the connotation, let consumers really feel this is a regularized brand, is a real have international connotation of brand, still not easy.
The second class must be realized profit, with professional constructions means to accomplish. At present a lot of brands early entry, taken a such a strategy - long-term training. Such as proxy shoes brand, prepare 3 years do not make money, money is 3 years after the matter, why can have 3 years? Do not have professional technical content and the content of the traditional retail method, only by doing slowly, take time to be accumulated slowly old customer finally achieved preheating market, is not short-term several months to do. But the department store will give so long cultivation period? At present the highest cultivation period generally is 6 months, if six months to a year time, this brand cannot bring significant profit, the basic consideration is brand play except. Accurate specialization realizing short-term constructions profit is very important.
The third stage is a brand is impossible only drove a store, but in the entire area expanded to a certain quantity of capital. Whether these stores belonging to agents, belong to the joining trader, belong to brand companies to February, finally to solve terminal management. How to use a market-oriented management process and solve the terminal standardization bottlenecks, actually is related to brand, how far can do how large is the core problem (not out of control, the low risk). As is known to all, chain highest apiration is realizes standardization, because only high quality standardization can realize the lowest cost, the communication of highest, the highest efficiency and product market sales of the scale, this is the most fundamental and most essential.
Solve the fundamental problems need thought method, no matter what method and provide tools, cannot break away from the key of resolving the problem: whether grasp the essence, whether depth to grasp the essence.
Any clothing, shoes brand of high-end department stores to enter the market, the first is a retail market problem, this is followed by a clothing (shoes industry, bag with the retail market problems, once again, is in high-end clothing (shoes retail market, and finally some brand is the question, solves the problem of the order is: retail market issues - fashion market retail problem - clothing (shoes) fashion retail problem - in high-end men's clothing (ladies, shoes) brand issue - a brand issue, it first answer is "retail market" problem.
Adopt international chain business retail system and experience to construct a standardized management system, with the company's brand as the core, building a terminal control supervision, regional marketing streamline, branch management standardization of x-rated system, whether shop is distributor, agent or belong to the company by the head office, retail service, marketing, monitoring three channels in numerous stores in a comprehensive control propulsion, constitute a service, sales, display, financial, standard etc. Five modules of the terminal management mode.
Reference to the international fashion retailers standardization system have Chinese domestic market of sure? The answer is "yes", because this kind of international dress brand operation system, already in mainland China for successful operation for 10 years, and achieved significant results. Using this system, whether can increase cost? Its operation mode to mature market (mature first market in high-end market), to end numerous retail system is concerned, the more obvious advantages, the greater benefit. The enterprise is the team, whether have ability to run such a system? This requires enterprise team have certain ability. Promote team work ability and rate, not a particular system requirements, but rather enterprise daily to face, the problems need to be solved.
Adopt fineness and no bottleneck touch essence solutions, to persistent to solve market 5 ~ 10 years for the profit pattern of enterprise creating sustainable profitability, imperative. Several years ago, mentioned chain people would frantically to join in, franchise is an opportunity, with markets mature professional heating up, not the light are advertising, light has a commodity, light counters, brand can trust to earn money, today more dependent on specialized tools, professional methods, professional team was able to make money. This is any market maturity to mature inevitable process, apparel market is no exception. So a bucket of gold is an opportunity, two barrels of gold is management, three bucket of gold is a talent, four barrels of gold is capital."
Brands enter in high-end market should be a good preparation of war is not only to the brand, ready to take a good name, enter a western noble story, design research and production, more important is the channel construction with terminal regulating the operation, to rationalize "supply chain", in - need threshold higher in high-end apparel market ever victorious.