China has stepped into an era of sustained economic growth. Along with the gradual changes in people’s consumption concepts and the significant increase in purchasing power, the cultural concept of advocating freedom and pursuing individuality, and under the pressure of fast-paced urban life and intense work, people long for Relaxed mentality makes casual clothing an emerging clothing industry. This trend has not only become an important genre in international fashion, but also has led to clothing consumption in the Chinese market, making casual wear a hot trend for mainstream merchandise and apparel.
Since the 1990s, with the development of the domestic economy and the influence of world leisure trends, the domestic leisure wear market has entered an unprecedented period of prosperity. Giordano and Hong Kong-backed “Jeansâ€, “Bao Shilong†and “Balny Road†took the lead in entering the casual wear market in the Mainland, and gradually developed their leisure clothing stores nationwide, becoming the leading brand of the market at that time. Since then, with the maturity of domestic consumer perceptions and the continuous expansion of the domestic market space, new domestic leisure brands have also emerged and quickly built a huge marketing channel across the country in a short period of time. In terms of business model, the emerging brand represented by Metersbonwe and Senma emulates Nike’s “virtual management†model.
Into the 21st century, the casual wear market presents a growing market space with increasingly finer market segments. In addition to the traditional "mass casual" brand, the market has also emerged as a local fashion casual brand with the positioning of "Mark Wah Fei" and "Carbin" as the orientation. In addition, some dress brands have targeted the casual wear market and launched their own professional casual wear series, and sports brands have also begun to actively explore the "sports and leisure" field. The huge capacity of the domestic casual wear market has not only brought more and more domestic manufacturers into the casual wear market, but many foreign brands also want to get a share from it. The rapid growth rate and momentum of the casual fashion giants C&A, H&M and Spain’s Zara fashion giant Zara in the Mainland market are unprecedented, making the competition in the already fiercely competitive domestic casual wear market even more intense.
Many international leisure brands have flooded into China, directly resulting in fierce competition between domestic brands and international big names. When Western companies conduct market research, they will delve into every kind of psychological change of consumers, and we have more impetuosity in the market's grasp and less professionalism and depth.
Relative to the development and expansion of foreign casual wear brands for several decades, China's casual wear enterprises started very late. They are blind and immature in terms of brand positioning, design style, team building, business management, logistics distribution and risk control. How can China's casual wear, which is in a disadvantageous position in itself, break through the international leisure big name?
In this regard, the practice of a well-known domestic leisure brand may give us some thoughts.
As we all know, for the casual wear industry where there is almost no "core technology", its biggest added value is the brand. In the face of increasingly mature and increasingly competitive domestic leisure wear market, it is particularly urgent and important for apparel companies to establish brands that have genuine market appeal. However, at present, most casual wear companies only use the brand as an accessory to sell the product, so that it is too simple and blind to carry out distribution, promotion and expansion, ignoring the effective cultivation of the brand. Duo Zizi apparently also realized this. In 2011, Duozi Brand ranked first in the industry, based on insights into consumers and the industry, and in response to the need for new lifestyle-related apparel development, she pioneered a “young†that meets current consumer demand. "Aesthetic fashion" brand positioning is based on the uniqueness, aesthetics, and versatility of value points, through the combination of rational functional values ​​and emotional emotional values, inheriting the brand's affinity and innovative brand image.
At the same time, Duzizi also boldly innovated in the marketing model to help the brand take off. Innovative product model to create a versatile aesthetic wardrobe; innovative store model to create a young people's aesthetics (LifeStyle Store) lifestyle store scene experience platform; innovative consumer model to create a lifestyle store shopping experience platform, research and development of a unique youth aesthetic dressing magic mirror experience system; innovation promotion The model creates youth cross-border marketing for aesthetics and fashion; innovative market models establish unique terminal business schools and e-teachers to create a terminal teaching and training service system. Duozi strives to create unique brand value through the innovation and integration of brand resources, and truly differentiate Dzizi from other clothing brands in the same industry.
Since the development of the Chinese casual wear industry, the resources, products, and markets of the casual wear industry have undergone profound changes. The industry has reshuffled cards, transformed its business strategy, and upgraded its products. It can be said that China's casual wear has started to shift from "quantitative consumption" to "brand consumption"; product consumption and brand consumption have developed toward the gentrification and high-value consumption era; personalized, fashionable and high-quality consumer atmosphere has emerged; Market segmentation has become inevitable. If a brand wants to occupy a place in the market, it must have a unique place and seek new development space from the segmentation. The domestic leisure industry brand building has been unavoidable, only based on the local market, learn from and absorb the advanced experience of foreign brands, find a suitable business path, in order to make our country's casual wear brand in the fierce competition environment, the steady development.
Since the 1990s, with the development of the domestic economy and the influence of world leisure trends, the domestic leisure wear market has entered an unprecedented period of prosperity. Giordano and Hong Kong-backed “Jeansâ€, “Bao Shilong†and “Balny Road†took the lead in entering the casual wear market in the Mainland, and gradually developed their leisure clothing stores nationwide, becoming the leading brand of the market at that time. Since then, with the maturity of domestic consumer perceptions and the continuous expansion of the domestic market space, new domestic leisure brands have also emerged and quickly built a huge marketing channel across the country in a short period of time. In terms of business model, the emerging brand represented by Metersbonwe and Senma emulates Nike’s “virtual management†model.
Into the 21st century, the casual wear market presents a growing market space with increasingly finer market segments. In addition to the traditional "mass casual" brand, the market has also emerged as a local fashion casual brand with the positioning of "Mark Wah Fei" and "Carbin" as the orientation. In addition, some dress brands have targeted the casual wear market and launched their own professional casual wear series, and sports brands have also begun to actively explore the "sports and leisure" field. The huge capacity of the domestic casual wear market has not only brought more and more domestic manufacturers into the casual wear market, but many foreign brands also want to get a share from it. The rapid growth rate and momentum of the casual fashion giants C&A, H&M and Spain’s Zara fashion giant Zara in the Mainland market are unprecedented, making the competition in the already fiercely competitive domestic casual wear market even more intense.
Many international leisure brands have flooded into China, directly resulting in fierce competition between domestic brands and international big names. When Western companies conduct market research, they will delve into every kind of psychological change of consumers, and we have more impetuosity in the market's grasp and less professionalism and depth.
Relative to the development and expansion of foreign casual wear brands for several decades, China's casual wear enterprises started very late. They are blind and immature in terms of brand positioning, design style, team building, business management, logistics distribution and risk control. How can China's casual wear, which is in a disadvantageous position in itself, break through the international leisure big name?
In this regard, the practice of a well-known domestic leisure brand may give us some thoughts.
As we all know, for the casual wear industry where there is almost no "core technology", its biggest added value is the brand. In the face of increasingly mature and increasingly competitive domestic leisure wear market, it is particularly urgent and important for apparel companies to establish brands that have genuine market appeal. However, at present, most casual wear companies only use the brand as an accessory to sell the product, so that it is too simple and blind to carry out distribution, promotion and expansion, ignoring the effective cultivation of the brand. Duo Zizi apparently also realized this. In 2011, Duozi Brand ranked first in the industry, based on insights into consumers and the industry, and in response to the need for new lifestyle-related apparel development, she pioneered a “young†that meets current consumer demand. "Aesthetic fashion" brand positioning is based on the uniqueness, aesthetics, and versatility of value points, through the combination of rational functional values ​​and emotional emotional values, inheriting the brand's affinity and innovative brand image.
At the same time, Duzizi also boldly innovated in the marketing model to help the brand take off. Innovative product model to create a versatile aesthetic wardrobe; innovative store model to create a young people's aesthetics (LifeStyle Store) lifestyle store scene experience platform; innovative consumer model to create a lifestyle store shopping experience platform, research and development of a unique youth aesthetic dressing magic mirror experience system; innovation promotion The model creates youth cross-border marketing for aesthetics and fashion; innovative market models establish unique terminal business schools and e-teachers to create a terminal teaching and training service system. Duozi strives to create unique brand value through the innovation and integration of brand resources, and truly differentiate Dzizi from other clothing brands in the same industry.
Since the development of the Chinese casual wear industry, the resources, products, and markets of the casual wear industry have undergone profound changes. The industry has reshuffled cards, transformed its business strategy, and upgraded its products. It can be said that China's casual wear has started to shift from "quantitative consumption" to "brand consumption"; product consumption and brand consumption have developed toward the gentrification and high-value consumption era; personalized, fashionable and high-quality consumer atmosphere has emerged; Market segmentation has become inevitable. If a brand wants to occupy a place in the market, it must have a unique place and seek new development space from the segmentation. The domestic leisure industry brand building has been unavoidable, only based on the local market, learn from and absorb the advanced experience of foreign brands, find a suitable business path, in order to make our country's casual wear brand in the fierce competition environment, the steady development.
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