Five Elements Of Clothing Blue Ocean Marketing

In recent years, the competition in China's clothing industry has entered a white hot degree. As the market becomes more and more "red", how can we really sell "clothing"? How to jump out of the "Red Sea" and into the "Blue Sea"?

We will start from the following five aspects:

1、 Model innovation is the general trend

1. Innovation of business model

Among all innovations, business model innovation is the most original innovation of enterprises. Without the business model, other management innovation and technological innovation have lost the possibility of sustainable development and the basis of profitability.

In the past year, PPG's online direct sales, ITAT's membership sales model has attracted a lot of attention from the industry. Although it is impossible to define that these two models are the best, it is not difficult to see from them that the innovation of the business model will be a general trend in the future, and will also be a new growth point of the clothing industry's profits.

Like earlier Metersbonway, when other domestic clothing manufacturers were still operating in the "factory sales" mode, it took the lead in adopting the "virtual operation" mode in China. It was a successful case of business model innovation in the Chinese clothing industry at that time. It realized sales of 5 million yuan in the year when it opened its first store in 1995, Metersbonwe has found its own new blue ocean in the highly competitive clothing industry.

2. Innovation of marketing mode

In fact, the essence of marketing is to adapt and guide around the changing needs of consumers. Its mode should be changeable originally, and it is impossible for one mode to adapt to all products.

With the rapid development of the clothing industry, the traditional advertising bombing, celebrity endorsement, price war and other common marketing techniques have become increasingly difficult to arouse customers' desire to buy. Therefore, marketing differentiation has become the theme that the current clothing brands should face. The product differentiation can be deeply rooted in the hearts of the people, and the publicity differentiation can go deep into the eyes. 　

We know that clothing is a kind of cultural consumption, so the marketing of the service industry, in plain speaking, is the competition of experience. We should see who can bring the values and lifestyles recognized by consumers to customers, find out every point that may contact consumers, and try to create a good experience for customers on these points, and then based on this, we can finally form competitiveness.

So, in a word, the innovation of marketing mode can include the innovation of channel mode, consumption experience mode, product mode, etc. Each clothing enterprise can only get twice the result with half the effort if it finds the most suitable marketing model and expands the market with the model instead of relying on a single point to participate in the competition. 　

2、 Accurate category positioning is more important than anything

China's garment industry, especially in the 1990s, has entered a period of rapid development. With the overall progress of society and the improvement of living standards, a new consumption trend has gradually formed and expanded in the clothing market, that is, from the past practical consumption to individual consumption and cultural consumption. Therefore, the core of clothing brand marketing at this stage is to separate the product market and shape consumer psychological value. In view of this new feature, we can position the product from the following two aspects.

1. Positioning products according to consumer demand

First of all, we know that the personalized consumption of products is affected by many factors, such as education, income, age, and region. The lower the income is, the more popular the consumption will be. The higher the income is, the more individual the consumption will be. Therefore, the precise positioning of the brand must choose between consumer groups.

Secondly, even consumers of the same level have different demands. For example, male white-collar workers in design companies may be more avant-garde and fashionable than those in securities companies.

Therefore, in terms of product positioning, we need to consider whether the product line conforms to the market demand and target consumer groups. The products produced without understanding the market are like blind people riding blind horses.

2. Positioning products according to market demand

The current clothing uses can be classified into several categories, such as business use, leisure use, family use, and etiquette use. Among them, the business dress category can be subdivided into "business suit", "business leisure", etc. The so-called specialty industry, clothing brands should also have their own specialty direction, in a certain area to the extreme, then you can become the leader in this area.

For example, when we see "seven wolves", we associate it with business jackets, "Li Ning" with "sportswear," and "seven brands," we associate it with "China Leader, It is possible to determine the target of commercialization.

That is to say, no matter how many positioning methods are available, the most important positioning is "what can I represent"?

To shape consumers' psychological awareness, the core of implementing clothing brand marketing must clearly tell consumers what I sell! A clothing brand can become a brand only when it can represent something.? script src=>