Online Apparel Brand Management Aims At High-End Market

< p > with the development of electric business, online a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a > brand vitality. Inman, rip and silk, Han dresses and so on developed to a certain scale of online clothing brands, while stabilizing their original advantages, they are no longer satisfied with the products of single brand elements. These online apparel companies are beginning to try to launch the design style prominent, high-end brand positioning, in order to grab the high-end market. < /p >
< p > < strong > upgrading brand extension market < /strong > < /p >
< p > in the industry view, the creation of high terminal brand is undoubtedly a new attempt and breakthrough in online brand development. Clothing brands on different lines hope to expand their consumer groups with different styles and types of sub brands, and then expand their brand profits by relying on scale profits. < /p >
Zhang Yingxuan, director of the public relations department of P, told reporters: "the intention of launching the high-end brand" living on the left "is a layout decision made around the multi brand strategy of the cotton and hemp life circle. The launch of high-end brands is based on the needs of customers. < /p >
< p > Zhang Yingxuan believes that with the development of e-commerce, the electricity supplier has been able to carry more high-end products and brands. This is evident from the phenomenon that many international luxury brands begin to enter the electronic business platform. Yin man has always "become the benchmark of high-end online brand" as the goal, and strive to be widely recognized in the product quality, positioning, customer experience and so on. "Living on the left" is an in-depth and sublimation of the brand culture and spirit of Iman. Zhang Yingxuan said. < /p >
"P" is not only the Yin man, but the online famous brand cracking and silk has already launched the upgrade brand "Lotus" in February this year. According to the reporter, "Lian can" clothing price is 1000 yuan ~2000 yuan, "living on the left" product price is about 1000 yuan. However, the acquisition of a target= "_blank" href= "//www.sjfzxm.com/", "designer /a" and "brand" also has a unique design style, compared with the two brands of "Lotus" and "living on the left", the price is lower. < /p >
< p > online clothing brands tend to use high terminal brands as sublimation and reengineering of their parent brands, in order to expand the share of the brand in the high-end market. Li Guangdou, the first Chinese brand consultant and CCTV brand consultant, said that the phenomenon that online clothing brands introduce high end brands can be regarded as the "upward extension" of enterprise brands, that is, the addition of high-grade production lines on the product line, so that commodities can enter the high-end market. At the beginning of the development of online clothing brand, most of them adopted price war strategy with low profit. When developing to a certain scale, enterprises need to expand their profit margins through brand extension. "Whether this kind of operation means can be effective under the electricity supplier's path will remain to be tested by the market." Li Guangdou said frankly. < /p >
< p > < strong > the difference competitive position is < /strong > < /p >.
< p > to the phenomenon that online clothing companies are advancing to the high-end market, independent brand expert Gao Tao analysis thinks that after the growth of low-level clothing brands to a certain stage, many enterprises will upgrade by creating new brands for the two time. But the brand is not only for products, but also for consumers' expectations of brands. < /p >
Less than P, most of the online apparel brands are price sensitive customers, and the introduction of high terminal brands requires brand spirit and corporate reputation. Therefore, Gao Tao stressed: "what is the high price of high terminal brand really is what the enterprise needs to think seriously." < /p >
< p > for this point, the business people agree. They believe that, on the one hand, the market does have demand for high-end brands; on the other hand, high-end brands must provide genuine products. < /p >
Tang Dafeng, founder of the P, told the International Business Daily: "some consumers now have the demand for more advanced clothing, and the fabric and workmanship are more high-end. Therefore, the" Lotus can "is a more high-end brand. According to Tang Feng Feng, at present, users who care less about commodity prices and pursue higher quality account for 10% of the total users. < /p >
< p > Zhang Yingxuan said that Yin man was positioned as a brand of cotton and hemp. In contrast to emann, the new brand of "living on the left" has more high-end products such as prices and products. The product has chosen the highest quality fabric, and has introduced the returnee designer to participate in the design and development of the product. It emphasizes that the manual cutting can not be duplicated, and the consumption crowd and the market operation orientation are different. "Consumer demand is the primary driving force for EMSON to launch its sub brand." Zhang Yingxuan said. According to her introduction, in 2013, Yin man launched the high-end "Yin man Wei pin" series of products at Tmall flagship store, and tested the reaction of consumers. From consumer data analysis, a group of customers with high quality consumer demand is emerging. The product series of "Yin man Wei pin" also achieved sales of nearly 20 million yuan last year. After analyzing and sorting out the data, the EMMAN group has decided to push ahead with the strategic decision of high-end brands early this year. < /p >
< p > it is true that the success of the high-end brand strategy of online a href= "//www.sjfzxm.com/news/index_c.asp" > garment enterprise < /a > remains to be tested by the market. However, for those enterprises whose original brand market is not strong enough and their brand influence is not strong, they are likely to fail in the two business process due to lack of brand management and construction ability and experience. Therefore, if we want to enter the high-end apparel brand online, we need to intensify our efforts. As Gao Tao said, "don't wait for the brand to make the brand." < /p >