Domestic women's wear has entered a difficult transition period in recent years. From the perspective of the external environment, global luxury brands and light luxury brands have fully settled in China, which undoubtedly exerts great pressure on the domestic market. The first threat is the domestic local high-end women's wear brand. As more and more choices are placed in front of consumers, consumers with increasing awareness begin to choose foreign brands with more brand effects.
Domestic mid-to-high-end women's wear brands are also facing the challenge of rejuvenation. As global fashion brands have adopted the rejuvenation measures in order to avoid being marginalized by the future generations of millennials, the market has also raised new challenges for domestic women's wear brands, otherwise they will soon compete in fierce competition with international brands. Lost. Although more and more brands are beginning to rejuvenate as the next stage of transformation strategy, most brands are still in the exploration stage.
One thing is very clear, that is, in the face of market situation and future trends, if the domestic women's wear brand can not be upgraded as soon as possible, it will definitely miss the key opportunity to regain market dominance. However, domestic women's wear brands are faced with more complicated situations. Especially with the large women's wear groups that have grown up through reform and opening up, the history and new trends that have survived the development of the brand for decades have often been difficult to balance, and there are still few precedents for reference. .
Local brand upgrade
Under this circumstance, several major apparel groups in China have adopted different upgrade methods. The strategy adopted by the Peacebird Group is a more radical rejuvenation. It is aimed at the post-95 consumer groups that will grow up in the future, and upgrades in terms of design and product development.
Whether it is to enable a new generation of young models and behind-the-scenes teams, or to release them in an entertaining way, the younger intentions of the peacebirds are very obvious. In the autumn and winter of 2017, the Taiping Bird adopted the form of “see-and-buy†on the social media WeChat HD Live broadcast, bringing more freshness to young consumers. From the channel to the product, to the presentation, the Taiping Bird began to rejuvenate from all levels. However, such a transformation of "big chess" also faces considerable risks. Due to the long-term strategy, the risk of losing customers is caused by the fierce transition period, and it also faces the resistance of dealers in the second and third tier cities during the transition.
EPO, another important apparel group in China, adopts a multi-brand matrix and differentiation strategy. Its main boutique women's brand MO&Co. is the young cool girl image. Its sister brand Edition10 is aimed at the more mature middle class elite women group, children's wear brand little MO&Co. The new men's brand COMMON GENDER and the make-up brand REC enrich the brand matrix. The model has also been proven successful. By the end of 2016, MO&Co. has 600 physical stores in Greater China and 6 outlets in Paris and London.
Compared with the risky and comprehensive young radical strategy, more and more domestic apparel groups are more inclined to multi-brand strategy, which is based on the representative of another important domestic apparel brand EP Yaying.
In the late 1980s, Chinese domestic fashion companies sprang up and spurred in the next decade. With the development of modern Chinese domestic apparel, EP Yaying has accumulated a wide network of channels throughout the country, and has established emotional connections with consumers for many years. There are more than 500 boutique stores across the country.
In the past 30 years, the rich accumulation of women's wear brands has been regarded as a precious asset by EP Yaying, and the image of an elegant and mature woman with oriental style has been deeply rooted in the hearts of the people. If the traditional advantage of 30 years is lost, it will lose the core soul of the brand and give up its own advantages in the competition of the future market. At the same time, the brand will accumulate many inherent ideas and images after long-term development. The brand needs to optimize the established elements through continuous rejuvenation.
Therefore, in the current wave of brand rejuvenation and upgrading, it is no different from self-destruction of martial arts to give up the consumer base that has been painstakingly managed for many years. For the solid domestic apparel group, the more stable and stable transformation method is more in line with the needs of EP Yaying.
Therefore, in the choice of younger and more traditional brand traditions, EP Yaying has found a new brand strategy. EP focuses on young urban women. Yaying YAYING is committed to filling the gaps in Chinese luxury brands, mainly in high-end customization. The former is positioned as "the world's EP", while the latter is positioned as "China's Yaying", each of which follows the two lines of rejuvenation and oriental aesthetics. So how is the new strategy specifically operated?
New brand strategy
First of all, the EP that focuses on youthfulness will focus on visual presentation, emotional penetration and products. For the younger generation who prefers visual impact, EP first adjusts the brand's advertising blockbuster. In the past, EP's large advertisements were mainly shots. The models were wearing the main styles of the season. The information conveyed was simple and direct. The focus of attention was on the costumes themselves. But the pursuit of the brand by a new generation of young consumers who love global travel has become an important consideration not only for the clothes themselves, but also for lifestyle and wearing scenes.
The large-scale advertising campaigns of global luxury brands have also shown scene characteristics in recent years, and usually spend a lot of thought on site selection. The advertising film of EP in the past two years can also clearly feel the change of shooting techniques. The 2017 autumn and winter series of advertisements were selected in Spain, and invited Mae Lapres, Cici Xiang and Huang Xiaomeng to appear in the new generation of models that have achieved results on the international stage. Italian photographer Stefano Galuzzi took the shot and the overall shooting method Close to the shooting of fashion movies, pay more attention to the appearance of fashion lifestyle. The product itself is a natural spirit, covered with wheat, flowers, animals and other elements on the fabric, showing a wonderful beauty, reflecting the feminine elegance and dedication.
The changes in the commercials come from the update of the brand team. In order to enhance the brand's visual communication ability and improve the brand's control over visual presentation, EP abandoned the previous team of Party B, and built an independent brand & visual center within the company. The recent advertisements were completed by a new team.
A more forward-looking point of the brand is to anticipate the consumer's need for emotional rejuvenation in advance. The brand starts from emotions and creates a new lifestyle and life philosophy with a forward-looking strategy of “entertainment firstâ€. And cooperated with the fashion media, filmed a number of stars and KOL matching the EP tone, through deep cooperation, to create a full range of social media. It is worth noting that the brand slogan “Balance, Love, and Happiness†also represents an ideal lifestyle. This forward-thinking lifestyle advocate breaks through the limitations of the previous focus on the apparel itself and caters to current social media. The mentality of the young people touched the pain points of consumers. Both the concept of EP Red and the activities of EP's Women's Day have strengthened the core concept of brand-based ideals for women's ideal lifestyle. The most important point is that consumers' demand for brands is not only the demand for goods, but also the need for emotional resonance. This is the key to the transformation of young people.
At the same time, Yaying YAYING emphasizes the middle and high-end positioning of oriental aesthetics, artisanism and high-quality life. This positioning is also prominent in the creation of advertising blockbusters and products. The 2017 autumn and winter and spring and summer series of advertisements have enabled the more traditional Chinese temperament of Du Fu, whose oriental temperament coincides with the branding of Yaying YAYING. At the same time, Du Fu's international status is also in line with Yaying's confidence that YAYING hopes to build a high-end Chinese brand. The products have flexibly used the Chinese culture of the millennium, and through the modern modern perspective, in the fabric, tailoring and craftsmanship, the oriental aesthetics and culture are deeply interpreted with ingenuity. The location of the advertisements, the choice of models and the design of the costumes consistently reflect the outstanding brand characteristics of Yaying YAYING.
And the uniqueness has increasingly become a key element in the market competition. With the improvement of Chinese consumer awareness, the psychology of blindly following international brands has gradually become rational, and the prejudice against local brands has begun to decrease. Brands such as Yaying YAYING with Chinese Jiangnan characteristics have a group of stable followers because of their uniqueness. The brand positions the target group as a successful woman. According to the brand introduction, well-known hosts and editors of several magazines are all loyal customers of Yaying. It is reported that the high-end custom craft workshop that emphasizes the inheritance of traditional crafts is also in the development plan of Yaying YAYING brand.
And as more consumers get rid of blindness and loyal to their own consumer preferences, market segments are also becoming new opportunities for brands. The “big and complete†mass market has gradually been replaced by the “small but beautiful†market segment. As a result, the traditional business that was regarded as cumbersome by large apparel groups in the past can be changed into brand features after adjustment. Therefore, Yaying, the main craftsman spirit and oriental aesthetics, still has great room for growth.
Through the above comparison, the differentiated positioning of EP and Yaying YAYING can be clearly seen. The former meets the lifestyle needs of young people in the future, while the latter caters to the needs of successful women, old customers who have high pursuit of Chinese tradition and quality of life.
The advantages of the dual strategy are also clearly reflected. The problem that plagues the domestic women's wear brand is usually that the integration of traditional and trendy is more difficult. It is easy for the brand to become “four unlike†in the old and new alternating periods, thus facing the loss of old customers and attracting young customers. The challenge. The dual strategy can allow the traditional and young lines to fully reflect their respective characteristics, and take advantage of the uniqueness of each brand in the highly competitive mid-to-high-end women's market. The synergy between the two also helps to strengthen. The overall image of the brand.
Domestic brand marketing upgrade
Of course, with the development of social media and social marketing, the younger strategy has been adhered to in the means of communication. On the one hand, brands began to choose more diverse modes of communication, such as fashion art exhibitions, which are becoming an emerging lifestyle for young people, and through this new way of communication, inherit the focus and love of oriental art and traditional culture. EP Yaying held the theme tour exhibition of "Engraving Time", covering the robes and traditional Chinese handicraft paper-cuts with Chinese elements. Through the three-dimensional presentation and extension to the store marketing activities, the aesthetics of life that EP Yaying wants to spread is introduced into the store vision in a more intimate way and conveyed to consumers. In the end, the store successfully brought VIPs a high-profile event with an artistic atmosphere and enhanced the consumer experience in the advanced customization process.
Secondly, what has to be mentioned is the visual upgrade of the brand store. In the case of the impact of the Internet, how does the brand move forward steadily, and how to firmly cause consumers to patronize their desires? One of the biggest breakthroughs in EP Visualization's youthful visualization in VM visual marketing is the contemporary art of window display, which is more in line with product stories and brand strategies to ensure that the final visual presentation can closely match products and stimulate consumption; on the other hand, Constantly break through and try to collaborate with the external team's cross-border art to create an artistic, young and contemporary visual work.
In addition, fashion shows have become a key means of brand marketing. In April of this year, EP Yaying chose Wuzhen, the water town of Jiangnan, to hold the 2017 autumn and winter show. Mae Lapres, Xue Dongqi and other international model lines and red-themed fashion shows have caused heated discussion. What is more special is the location of Wuzhen. The big show makes EP Yaying's Chinese brand image leave a deep and intuitive impression for consumers. This fashion show has also become a successful marketing campaign.
With the changing habits of consumers in contact with the media and the digitalization of the luxury goods industry, EP's physical activities also complemented the active online promotion. EP Yaying has also begun to rejuvenate the new ways of communication, and approach the consumer's information acceptance habits through social media platforms such as Weibo, WeChat, Instagram and H5 pages. There is data showing that the brand social platform conversion rate peaked during the Wuzhen show.
Future opportunities for high-end women's wear
As Chinese consumers become more rational and savvy, a new generation of consumers are beginning to include local brands in their choices, and the future opportunities for local brands will be considerable. According to the latest report released by Nielsen and Bein Consulting, foreign brands have begun to occupy a disadvantage in China, the world's largest consumer market. Nielsen said that domestic companies producing consumer goods are slowly but steadily eroding the market share of foreign competitors. Foreign brands’ market share last year was 30.2%, compared with 33.5% in 2006.
Chinese consumers not only demand low prices, but also demand high quality, and the trend of consumption upgrading is becoming more and more obvious. China's stable economy, strong wage growth and the convenience of e-commerce will make consumption the main driver of economic expansion. A report released last week by Boston Consulting pointed out that the highly digitized Chinese middle and upper class is driving the consumption boom and will contribute $1.8 trillion in new consumption by 2021.
Chinese companies are becoming more prominent in the Chinese market because they understand consumers better and are more familiar with the needs and habits of consumers in second- and third-tier cities with a high-permeability channel network, making decisions faster and faster than multinational companies. Adapt to the fast-growing Chinese apparel consumer market. Therefore, women's enterprises that pursue high quality and target populations for the middle and high class will have sufficient room for development in the foreseeable future.
It is worth noting that local women's wear is also seeking new growth opportunities through business restructuring and business development. The business includes not only its own brand EP Yaying, Beiai Double Love, Npaia N.Paia, but also the boutique retail collection brand brand Graceland, Grace Day, Daya and children's clothing store brand Little Space, the group may even be involved in the future. To more fashion areas. It also includes fashion industry supply chain construction, fashion industry education and training, and other fashion industry investments. The broadening of the business structure, especially supply chain construction and industrial investment, will undoubtedly provide more powerful technical and capital support for the future development of the brand.
In the final analysis, the key to a steady upgrade of the brand lies in the intensive cultivation of different consumer needs in the segment. For apparel companies with decades of history, the dual-brand and even multi-brand strategies that meet the needs of different groups of consumers are obviously more in line with the development orientation of women's wear enterprises. At present, there is no mature local luxury brand in the Chinese market. The most important reason is that the establishment of the brand takes time. Therefore, the accumulation of many years is the precious wealth of the development of Chinese women's wear.
When to adhere to the tradition, when to reflect the young, the initiative to master the brand's own hands, but also to be more flexible in the future of the more intense local women's clothing market competition.
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