Shoes and clothing enterprises to implement more

From the current point of view, shoes and clothing

Different brands are scrambling to launch an offensive, and they want to brink the different categories of consumers.

But facing the environment of homogenization of shoes and clothing products, these endless brands will only focus their resources on a certain category of consumers and match their brands with their consumption needs, so that they can make their brands occupy the mental resources of consumers in such a noisy market environment, and then they can really survive.

From the track of the development of the market, we can see that today's shoes and clothing products are beautiful, once the "style" consumption age has long gone, now has entered a fine division of the consumption era.

Human being is a higher animal driven by desire, and desire itself is an abyss which is difficult to satisfy. The desire for satisfaction will bring greater desire and desire, which is the source of human consumption demand.

As a fashion industry, the shoes and clothing industry is very driven by desire. We can see the whole picture from the development of formal dress. Once the orthodox "stiff" formal shoes and shoes have been subdivided into different styles, such as business, business, leisure, fashion, leisure, fashion, leisure and so on, the needs of various consumers have been excavated by different performance, and in turn stimulate the expansion of different needs.

It can be said that this is an era of segmentation, and even subdivision should be further subdivided, and the market is expanding rapidly in this continuous subdivision.

In general, consumption segmentation is the manifestation of consumers' maturity. Only immature consumers will pursue the unity of unification. Mature consumers will pay more attention to their individual needs. Even if they are technically and economically possible, they want every product to be unique.

It is precisely under this consumption drive that the differentiation of shoes and clothing is being carried out at all times: age subdivision, gender subdivision, regional segmentation, functional subdivision, subdivision of consumption places, subdivision of consumption time, subdivision of consumption, segmentation of lifestyle, subdivision of consumption attitudes and classification of several subdivisions.

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In view of the constantly differentiated consumer demand, the implementation of multi brand management in shoes and clothing enterprises can achieve an effective "occupation" of consumer demand.

The division of consumer demand is a manifestation of the maturity of consumers. At the same time, it is also a fierce competition in the footwear industry. In order to find more selling points and excavate the bigger blue ocean, shoes and clothing enterprises have to abstract differences in many brands and concepts, and try to make this difference deeply imprinted in the minds of consumers.

From the actual operation, a very effective method is "occupying", occupying the consumer's mind. Through this occupation, shoes and clothing enterprises can make their brands become spokesmen of a certain type of market segments. In this subdivision market, the brand will provide all the product lines corresponding to certain subdivision demands for the target consumers, such as BELLE, Teenmix, Sgatu and Tata brands such as BELLE group, ONLY, VEROMODA and JACKJONES of Lexus group.

The development trend of differentiation, and the single brand structure often can not effectively cope with this situation, just like the controversy caused by Lining's replacement of the previous time, its original intention is to strive for the new generation of the new generation after 90, but it has not expected that the original brand positioning has been changed, which has hurt the feelings of the core consumers of the 70 and Post-80 generations, and has affected the growth of the performance. If it can cover the post-90s crowd through another brand, will it be better? Because of this, if the shoes and clothing enterprises can occupy more space effectively for the differentiated consumer demand and provide them with diversified brands, they will dig out more business opportunities and stand out from the competition pattern at the same time. The above situation shows that in the increasingly fierce competition environment, the footwear industry in China will pform from a unified consumption pattern to a new one.