How to spend the cultivation period of small and medium clothing brands?

Many brand owners described the incubation period as a brand of adolescence. The joy of opening up the brand at the beginning of brand creation was gradually frustrated in the market. The brand began to suffer from problems such as unclear self-positioning and blurred brand culture. And constantly looking for its own characteristics is the period of brand cultivation. A large part of China's growing brands will disappear in the fierce competition and the replacement rate will be extremely high. Some brands cannot survive, while others return to the embarrassing situation of branded goods and cottage products. How to spend the incubation period smoothly has become a difficult problem for many new brands.

The perplexities faced by the creators of small and medium clothing brands in China are not lack of operational experience but more conceptual obstacles. The small scale of the brand is temporary. In the important stage of brand cultivation, one step is wrong and every step is lost. The development direction that appears at this juncture is ambiguous and will bring about permanent effects. Therefore, in the nurturing stage, small brands must be small and stylish.

Refusal of copycat trademarks does not mean that brands may be luxury brands, domestic and international brand names are the main needs of first-line markets and consumers, but with the deep development of the domestic market and consumers continue to mature, brand awareness has entered the homes of ordinary people, into the relative consumption In the low-end 3rd and 4th-tier markets, the 3rd and 4th-line markets have long been no longer a blind spot for the brand, which put forward objective requirements for many small brands.

Since the apparel industry was established in China, small-scale businesses represented by wholesale brands in professional markets have been tagged with “cottage” and “counterfeit goods” and want to tear away these labels. It's hard. Many businesses in the market generally believe that even if a trademark is registered, even if it has its own brand, this brand-unconscious situation is still the biggest problem.

In recent years, the brand incubators that have been launched in various major professional markets in China are trying to tear down the label “There are no products”. “The enterprise or wholesaler knows the importance of branding, but on the one hand, he has a lot of concerns about brand management, and on the other hand, he is reluctant to respond to the wholesale situation,” said Yan Lixia, director of the Chengdu Kowloon Square Customer Service Center. Or merchants, they value the product but lack the concept of product mix, are good at trading but not good at marketing, understand customer needs but do not understand the end market and consumer demand, do business but are not good at management and operation, focus on short-term profits but do not pay attention to long-term development of. They have some common characteristics. For example, they have a luck in the future, a weak sense of urgency, a little understanding of corporate management and marketing, a limitation on brand management on the level of product transactions, and a weak desire to learn. Yan Lixia said: "To solve these problems one by one, and continue to instill in the correct brand concept, this is our market is also the work being done in most of the country's markets."

Dig into the e-commerce optimization entity how to get the small brand out of the trademark and non-brand situation, how to make small brands have a small style? Mainly from two aspects. First, it is still not easy to say: to enter the electricity supplier. "The e-commerce trend is the commercial ** brought by Internet and mobile Internet technology**, and it is the irreversible historical trend that traditional businesses have transformed into e-commerce," said Wang Shimao, who is the brand leader of the world-renowned men's wear brand e-commerce platform. Therefore, no matter what kind of difficulties faced by small and medium-sized brands, as long as they still have spare capacity, they must go all out to run e-commerce.” He said, “The vast majority of e-commerce consumers are potential consumers of these small brands. Many local brands that have done well in a certain area, once placed on the e-commerce platform, will break the limitations of the region and attract hundreds of consumers of the same level of consumption in the country, which is very common in traditional channels. Regional barriers that are difficult to break down can easily be resolved in the e-commerce platform."

Second, optimize the entity. In terms of physical channels, small and medium-sized brands have always focused on development and management. Many small and medium-sized brands slammed their places in the past, opened stores and recruited agents all over the country, but they all suffered. Faced with this situation, small and medium-sized brands must optimize and adjust physical channels, transform the operating capabilities of agents, and increase the profitability of their stores. The solid body can resist the impending storm.

Flexible conversion channel pressure Zhang Jianyong, head of Commodity Department of Baoli Department Store in Qingdao, said: “Whether it is a big brand or a small brand, if you want to cooperate with department stores, the most important thing is to develop dealers in the city where the mall is located, increase awareness, and increase market share. Gradually cultivate a group of loyal customers, this is the biggest bargaining chip when negotiating with the mall. When choosing a channel, small brands should not make a positive breakthrough from the core shopping malls. The suburbs around the city may be the best breakthrough.”

Zhang Jianyong believes that the entry threshold for shopping malls in the core business district is higher than that in the surrounding shopping malls. In addition, the brand competition at the central shopping mall is very fierce and the replacement rate is relatively high. If you want to break through a city's shopping mall, don't risk starting with the largest and closest downtown mall. “Maturity of brands required by commercial sites is higher. In fact, this can be cultivated in surrounding shopping malls.” Zhang Jianyong said, “A lot of small brands will first operate in the surrounding shopping malls in the suburbs of the city for two to three years before they enter large shopping malls. Until the city's consumers are more familiar with the brand, and then with a mature business performance and large shopping malls just to talk about, in general, this approach is more likely to succeed."

Liu Guitian, general manager of Beijing Tengze Clothing & Fashion Co., Ltd., also believes that for first-tier big cities, the suburb surrounding the city is the best development route for small brands. “By taking Beijing as an example, the scale is very large, and the commercial circle in the suburbs is also more prosperous. Among them, the Tongzhou commercial circle is highly developed. I first started with some shopping malls in the Tongzhou shopping district and gradually opened the market in Beijing. Years of nurturing, the brand has a certain reputation in the hearts of consumers in Beijing, and sells well. At this time, it is much easier to negotiate with department stores in several large shopping areas.”