Lee is one of the three classics of American denim culture. In the process of establishing American denim culture, Lee took a long way. From different development stages, Lee can always maintain a consistent practical and fashionable attitude. Jeans changed from practical to fashion. During the evolutionary process, Lee stood an important position. The founder of the company, H.D. Lee, was originally a work service manufacturer. In this century, the main supply of daily work clothes to the United States and the western farmer and workers. Some of the classics at the time were still popular, such as “Bibnbrace” of the sling worker pants, and a long -sleeved worker pants “union all” that became a US military uniform in a world war. The company’s products can become a national image, and it was a pioneering work in 1910. Ee another revolutionary initiative occurred in 1926. The first zipper jeans of Lee was born, which is the world’s first zipper jeans. At this time, the slogan of Lee’s promotional slogan is suitable for cutting “Tailored Sizes”, which is innovative and unique. After the Second World War, Lee extended to the east coast city with its wild western jeans, spreading the whole country. The image of the west not only becomes fashion, but also has played a leading role for the jeans market. At this time, Lee’s famous Lee leather card appeared. With Lee Rider’s success in the market, Lee has become a registered classic product. In 1975, in addition to the image of the Western region, Lee injected a new market plan: the first plan to develop women’s jeans. A series called “Fit For Girls has been launched, which has launched a brand new side of the women’s clothing market. Since 1986, Lee has developed different types of customers in the entire denim market: Lee Basic -Classic style of five bags of five bags With different fashionable jeans series with different fashion trends, there are different styles such as casual pants and slant pants (Chinos). The product guarantee of jeans manufacturer experts and the symbol of market position. Lee girls -to design a new and rich sense of the times with a women’s clothing series that is cut with women. Become a major mainstream of American jeans. Its products still have a certain level and value in terms of traditional and avant -garde perspectives, which has become the code of both classic and stylish jeans. The company brand in the world brand experiment The 2006 “World Brand Fortune 500” ranking of the room (World Brand Lab) ranked 462. Its first and classic design. Lee jeans become the classics and authority of the jeans, and are known as one of the three major jeans brands in the world. Lee jeans attract the global pursuit of fashion men with its simple and pure style, representing the European fashion trend Men’s clothing brand. Lee autumn and winter fashion conference broke the traditional form of the latest clothing to show the latest clothing by model T -shaped platforms, showing the “background”, and then cooperating with special scenes. Masters match themselves from many autumn and winter clothing. Beijing Bed Tapas
The subdivision of the textile and clothing industry and the brand of the clothing industry
2008-4-25
The brand of Chinese clothing industry
, From the perspective of investment, the textile and clothing are completely divided into two different categories. In 2002, the number of employed people accommodated per million yuan in assets, 1876 textile industry and 4,464 clothing industry. The difference between this data also shows the difference between the two: Although the textile industry is already a labor -intensive industry, the clothing industry is actually more labor -intensive than the textile industry. For example, 10,000 workers can produce 10 million shirts, that is, 1,000 shirts per capita. To sell these 10 million shirts, it takes more than 2500 people.
The reason is that the main product of textile is used as the middle material of clothing. As a manufacturing industry, after completing high -speed expansion, the main investment is the machine. The efficiency is greatly improved. The overall competition form is industrial competition and the homogeneity of products, making competition pay more attention to costs. In addition to the production of clothing, design and terminal products, the clothing industry also involves channels and marketing issues. Because the products are extremely fast, the products produced by high -end designers are extremely small products. Similarly, the sales of each piece of clothing are sold It is also a very one -to -one subdivision, especially considering a large number of ladies and female college students who have just had a large number of unemployment or are unwilling to participate in the work of the company. When opening a small clothing store to satisfy your entrepreneurial desire, you can understand why the overall clothing industry is essentially a more labor -intensive industry than the textile industry, and its competitive form is actually commercial competition. , Customers’ needs, tastes, market advertising promotion, etc. instead of relying on low costs, but also have the tendency to compete for free markets described by textbooks. In addition to the basic production costs of making products, more profits are contained in the product, marketing staff and channel construction. Real differences in enterprises. Therefore, the value chain of the textile and apparel industry includes: raw material fiber-yarn — fabric —– clothing —- Wholesale-in retail, from the perspective of securities analysis, the front end of the clothing belongs to the industry, belongs to the industrial industry The end of the clothing belongs to the business and analysis model of business, business, and business, which is completely different.
. After the industry segmentation, the industry’s industry has appeared. This industry is essentially similar to OEM of the electronics industry. The production is completely responsible for the manufacturer, and the design drawings come from the manufacturer, and the sales are subcontracted to other manufacturers. After the high division of labor, the company can do its best to do its best. It has only decades, and the skills they are specialized are organizing operations, not manufacturing. The applicable analysis model is commercial marketing. Foxconn, a large number of foundry for Nokia and iPods, belongs to the manufacturing industry. Therefore, the clothing industry produced by OEM also belongs to industry. In the classification of conventional securities software, the textile industry and clothing industry are listed separately, including dozens of enterprises such as Yador and Hualian Holdings. But each company is not fully focused on clothing or textiles, and many of them are involved in real estate and securities. Therefore, it is necessary to further explore the subdivision of their respective industries in order to further understand the company behind the securities.
If according to the classification of traditional industries, the differences along the raw materials can be divided into textile, cotton textiles, wool spinning, silk, hemp, chemical fiber, and more broad textile and apparel industry, which further includes printing and dyeing A total of 12 categories such as color weaving, knitted, clothing, home textiles, industrial textiles, textile machinery manufacturing. Furthermore, each category divides many small branches.
. Similarly, clothing can be differentiated to get out of clothes (Montagut, Nine Shepherds), Children’s Fress (Pig Banner), shirts (Youngor, Kaishi), down (Boson), Cashmere (Saint -velvete, Ordos, Ordos, Ordos, Ordos, Ordos )、夹克、领带(金利来goldlion)、文胸、内衣(三枪)、制服、运动服、西装(红豆)、西裤、休闲服(七匹狼、美特斯·邦威、以纯)、帽子、袜、 Sock pants and even matching pipes (YKK) and even Muslim clothing, dresses dedicated to wedding dress ETC.
The Chinese Clothing Association selects some companies every year based “China Famous Brand Products”, “China’s Most Competitive Brand” and other titles. If the winners of these titles in the past ten years, they will find that these so -called brands have not established their own coherent advantages. Most brands have been completely dying in the market in the market. Some of the historical marks are sad, such as the early brand -name products of textile machinery manufacturing. The butterfly sewing machine. In the 1970s, it had a glittering Shanghai butterfly sewing machine that was once a woman to marry. However, in the 1990s, after the production manufacturer, which was built in 1917, the Xiechang sewing machine factory was transferred, the product disappeared. When it was returned to the soul again, the economic trend of the times had changed. The individual sewing machine can only be dumped to some poorer countries, and the famous brands, bee sewing machines, and South China sewing machines that year are no longer known to today.
2007, one of the names of the name and brand, there are as many as 23 shirts. But if you visit the middle -income families in Shanghai, Beijing, and Guangzhou, I am afraid I don’t know these brands. The brands that more people know are some non -native brands, such as POLO RALPH LAUREN, Burberry, Tommy Hilfiger, Hugo Boss, MUJI, LACOSTE, ESPRIT. The Chinese people’s understanding and knowledge learning of these brands first uses imitation of pseudo -shoddy products, such as LV’s bags and Burberry’s grid graphics, and then understand, recognize and admire these international brands through a variety of rapid replication mediums.
brand clothing is one of the oldest and most favorable industries. Any rich society is slightly longer, and the idle class will naturally produce, and then it will be different to lead fashion to show off wealth. Civilization, in addition to domesticated the original and brutal desires, adds unnecessary decoration in addition to the necessary life of life. (Regarding this topic, see the author’s previous “Overview of History Philosophy” series) Reomparable), fashion itself creates wealth, and the brand’s competitive advantage is that the production of actual products is the cost of price competition, but the last finished product is based on the brand. Price. The brand is like a name mark. In addition to the various marketing, design, and services before assembly, it means the ruler. In addition, the value of the brand is like alcohol wine, which is expensive every time it is precipitated.
. The establishment of the brand also takes time to accumulate and experience time and history to add historical and cultural value to the product, or to give the product a mark of civilization. For example, Levis’s famous blue jeans, they claimed to start with the gold rush fever in the California era, and experienced the quality and persistence of several generations to develop to this day. Therefore, a large number of companies constantly try to add its “cultural significance”, for example, to obtain a so -called “royal royal guarantee”. CarRS biscuits are one example. This biscuits advertise the original formula of the family biography. Even after the changes in the industrial revolution, the formula still maintains the old flavor. The initial sales target was only the civilian. However, after 10 years of sale of CARRS biscuits, due to the accidental taste of Queen Victoria, the United Kingdom, it was specified as the British royal royal biscuits. CARRS biscuits have doubled the value and popular. Burberry, which is even more big, was founded in 1856, and was produced and sold worldwide before the British royal approval in 1955, and a successful advertisement for successful adventures of Norwegian explorer in 1911. Therefore, the certificate of the royal family was not too CARE, but Prince Charles awarded the second “Royal Royal guarantee” certificate to it in 1989. An example of a truly typical wine fragrance is not afraid of the alley.
But the brand will decline, some will revive again, and some will completely sink. For example, MUJI originated from Sex, but the origin of the origin was because the quality of the product was too poor and began to pursue quality. Instead, the brand “The brand -free brand is” no brand imprint, and the quality is natural and good “, and then adds to Japanese cultural elements in it, according to the description of the artistic director of the artistic director, that is, the introduction of the” empty “feeling At the same time, it fully reflects the reduction of waste in Japanese life, pursuing simplicity and simplicity, and found the beauty and creativity of the lines from it, thus becoming a kind of product that can get out of the narrow homeland and let other consumers in the world recognize a Japanese -style product. And if there is no Xing Huoyuan of Sijie, ESPRIT may have closed down, and without Pan Disheng, Du Peng’s brand will not be known to the Chinese people.
Compared with the decline of the brand, the establishment of the brand’s establishment More difficult. Every brand needs time to precipitate, accumulate and prove that China does not have a hundred -year -old shop, such as “Tongrentang”, but in the past 100 years, after more than a hundred years, it has experienced Manchu, the Republic of China, civil war, and two parties alternate, and then alternate, and then alternate, and then alternate, and then alternate, then After the text. After the revolution, reform and opening up are so many sharp changes, few companies can already advertise their glory history, and Tongrentang is not the original Tongrentang. Even after the public -private partnership, almost all traditional brands have been filled with state -owned state -owned state -owned national ownership After the reform, the control of private property rights was slightly relaxed, and the capitalist spirit was born, and new enterprises and brands began to produce. Therefore, domestic corporate brands have been established too short. As consumers, they have just now. Restored up from survival and food and clothing, far from further raising the taste of life to exquisite and elegant. The most popular products are the cold and cold -accepting products that are dedicated to survival. Have enough ability to evaluate and rise to the level of culture and creativity. And China’s emerging and rich class, also more willing to enjoy the material and culture accumulated in Europe and the United States as soon as possible for the new wealth it gains. After more than a hundred years, after the New Culture Movement and Culture Revolution, what the value of traditional culture is, its positioning is still extremely suspicious, and the material has just started. What CCTV host Zhang Bin’s famous wife Hu Ziwei said, the output values are the level. Therefore, even if companies intend to use their national image to promote their products, how to continue cultural traditions, there is no root cause and social resources to use it to use Compared with the certificates of the British royal family, this fully shows the commercial value behind a continuous cultural system. It is most likely to introduce the name of Europe and the United States, then make, OEM in China, and then carry forward it in China. The most extreme is that Xianniid uses a large number of American concepts to allow Chinese people who are full of expectations to buy some inexplicable suspicious products at high prices. From this to open Amway’s direct sales in China. The better is Ports. After the Hong Kong Chen family gradually acquired the operating rights of the Baozi brand, it enters the Chinese clothing consumer market that is still in the low -level mass production and primary product marketing stage. Packing it into a high -end name The card, and the recent SKAP, seems to be taking this route, but except for leather, the workmanship of the slightly shows the importance of time precipitation.
. As for the truly created local brand and developing it into a real world famous brand, I am afraid it will take a long time. Therefore, from the perspective of investment, you cannot expect these companies and brands to be able to be able to be able Get a market patent with monopoly advantages in the short term. Of course, from another perspective, this also provides endless subject matter and imagination for the so -called good growth. Relatively speaking, the front -end textile industry is more likely to reflect China’s characteristics.
In the past few years, the women’s clothing market is mainly to meet the needs of young women. and now, many companies at home and abroad are optimistic about the development prospects of the middle and high -end middle -aged women’s clothing markets. Middle -aged and high -end clothing suitable for middle -aged women, especially some companies have launched mid -to -high -end brand clothing that is fully suitable for middle -aged women, such as Yingda, Caesar, San Nuolan, Bence, Pierre Cadan and so on As soon as these brands appeared, they were immediately loved by middle -aged women. These brands not only make up for the blankness of middle -aged women’s demand for middle and high -end brand clothing, but also have a greater influence and impact on the women’s clothing market. In more deeper, women’s demand for mid -to -high -end brand clothing is very different. The consumer groups of women’s clothing have a particularity: due to the good income, the living environment and living space emphasize comfortable and elegant, their viewpoint focuses on the taste and individual mid -high -end brand clothing. They often have their own unique insights on things, and they are also more persistent. They are not only pursuing fashion and unavoidable in terms of dress. They are willing to spend money to buy practical and fashionable clothes. The clothes are not acceptable. Their favorite is to match some small accessories outside the elegant and simple clothes, such as silk scarves, brooches, embroidery, etc. to express the personality and fashion of the clothing. Therefore, the marketing strategy of women’s clothing is different from other clothing. It is necessary to master this special sales strategy to lead the leading aircraft in the middle and high -end middle -aged women’s clothing market. The strategy The women’s consumer group needs to be clearly located, the clothing itself is obvious, and the clothing layout and display are unique. Therefore, mid -to -high -end middle -aged women’s clothing is only suitable for sales in large -scale shopping malls or brands with high grades. There are many types and complete models. The layout pays attention to balance and coordination. For example, clothing of different colors should be placed evenly, and there must be excessive between bright colors and dark clothing. The display is proper and accurate. For example, the size of the middle -aged women’s clothing is large. Different size clothing uses different sizes of clothing. The clothing rack is too large or the beauty of the clothing is too small, and it is difficult to show the grade feeling of the clothing. The display should also be accurate, that is, the positioning of a certain style of clothing is reflected in display. For example, a certain style of clothing is suitable for women aged 40 to 50, so you must choose a proper model to display, too fat or too thin or thinner It will affect the visual effect, and the illusion will also cause obstacles to the choice of middle -aged women. Strategy 2 The cultural connotation gives women special attention to clothing, so as to attract women’s attention. Women do not need a shallow trend beauty, but to pursue a certain cultural heritage and show their own temperament. At present, mid -to -high -end middle -aged women’s clothing that appears in large shopping malls, such as Grand Caesar, San Nuolan, Benis, Pierre Kadan, etc., these brand clothing itself has a certain meaning of cultural connotation. The display, display, and introduction allows consumers to recognize its cultural connotation; by continuously distributed a booklet to promote the cultural characteristics of the brand for a long time, so that consumers can truly find the clothing that belongs to their own taste; Activities, the propaganda method should also be designed, the matching is the foundation for dressing design, and so on. Only in this way can the cultural connotation of the clothing itself be combined with the cultural connotation of the dressing person, creating a new cultural connotation and wearing taste. This three The thoughtful and appropriate service to women can increase the added value of clothing. At present, the services provided by women in large shopping malls are the same as the services of other clothing brands. They do not strictly distinguish between the differences between middle -aged consumers and young consumers, making some services not in place. In fact, services can increase the added value of clothing. Because personalized needs are gradually becoming a general trend of social needs, personalized services have become inevitable. Women’s insights are unique, and salesmen should respect their own choices and introduce them too much, and sometimes cause disgusting. Mature women are more likely to communicate. There can be differences in age but not easy for salesmen and customers. Imagine a girl around 20 years old introduced to middle -aged women over 40 years old. How can the two sides be comfortable? High -quality services are the added value of clothing. The careful grade of these three strategies will definitely gain a foothold in the high -end women’s clothing market. With the increase in the demand of the women’s market and its continuous development, it is believed that business opportunities are unlimited and opportunities are unlimited.
The development analysis of the first part of the industry Chapter 1 The definition of underwear and the investment analysis of the underwear industry 1 The first section of the underwear industry definition and classification 1 . Divide 1 r according to different varieties of underwear n. Divide the fabrics made by underwear 2 . Divide the function of the underwear 2 . Divide it according to different occasions wearing 3 Investment characteristics analysis 4 . The characteristics of the underwear industry 4 . Investment characteristics of the underwear industry 6
Chapter 2 China’s clothing industry development analysis 10 Overview of the development of the clothing industry 10 . Analysis of the overall market market 10 . The clothing market segmentation analysis 11 . Analysis of the clothing brand operation mode 15 4. Consumers’ purchase psychology psychology Analysis 17 . New model of textile and apparel market is emerging 18 Segasium 2006 Analysis of the economic operation of China’s clothing industry 21 I increase in the boom of the clothing industry in 2006 21 2. The production and concentration of the clothing industry in 2006 22 3. The scale and benefits of the clothing industry in 2006 24 4. The loss of profit in the clothing industry in 2006 n 5. In 2006, the increase in the increase in the clothing industry’s benefits and the increase in the comprehensive index 26 6. Analysis of the investment in the clothing industry in 2006 27 7. The level of exports of the clothing industry in 2006 and the international competitiveness level 28 r 8. In 2006, the development of the clothing industry is worthy of attention 29 third section 2006 The formulation of the standard formulation of China’s clothing industry 29 , 2006 clothing standard system revision and approval situation 29 two two two , In 2006, washing the faded clothing will be in the industry’s national standard 30 . In 2006, “Nano Technology Treatment Clothing” was officially included in the local standard of Guangdong Province 32 n. The outlook for the clothing market in 2007 34 . In 2007, the popular elements of Chinese clothing 35 three, 2007 new trend of knitted clothing development trends 36 4. Spring and summer of 2007 Fabric Consumption Concept 38
Chapter 3 Analysis of the Development of the Underwear Industry 41 Overview of the global underwear industry development 41 . World underwear development process 41 two two , Analysis of the International Underwear Industry 42 3. The latest movement of the international underwear market 43 . Analysis of sports corset development at home and abroad 45 Section of the current development of China’s underwear industry 50 r 50 . Chinese underwear Current status analysis 50 . The current situation of underwear designers and talent analysis 52 three, 2006 lingerie industry top ten news 55 four, 2006 underwear industry development analysis 59 5. The quality of underwear products in 2006 64 6. From the 87th medium in 2006, the development trend of the Chinese underwear industry 65 7. Urban women’s underwear tends to be high -end 70 Section III 2007 China Underwear Industry Outlook 71 I, 2007 China Underwear Industry Outlook 71 2. 2007 Chinese underwear industry brand development trend 72
Chapter 4 Underwear Key production area analysis 78 Pelasses Section 1 Pearl River Delta underwear Industry Analysis 78 . The Pearl River Delta underwear industry Yangfan Voyage 78 , Guangdong underwear gathers from industry to brand gathering 81 Section 2, Guangdong Nanhai Yanbu Underwear Industry 89 . The development of the development of Nanhai Yanbu underwear industry 89 The two and five advantages highlight the “Chinese underwear town” 91 93 . Analysis of the annual output value of Shenzhen underwear 93 . Shenzhen underwear brand analysis 94 Section 4 Zhejiang Yiwu underwear industry 97 . Yiwu becomes the largest seamless underwear in the country in the country Production base 97 . The world’s largest underwear factory will appear in Yiwu 97 Section 5 of Wenzhou underwear industry 99
The analysis of market status of the second part of the market Chapter 5 Underwear domestic market analysis 109 Pelasium 1 Chinese underwear market analysis 109 . The development of the Chinese underwear industry. Analysis of the development of China’s underwear market 112 . Functional underwear market analysis of functional underwear in 2006 117 It section of the Chinese underwear market trend analysis 120 . The development of Chinese underwear and the times advances 120 . The Chinese underwear market prediction in 2007 122 3. International competition in the Chinese underwear market in 2007 123
Chapter 6 Underwear Segments Market 127 Section 1 Women’s underwear 127 . Statistics show that Chinese women need greater bras 127 . Women’s underwear market analysis 128 . Analysis of the consumption of women’s underwear brand in 2006 132 . Fourth, 2006 women’s underwear market brand share of women’s underwear market 133 5. Women’s high -end underwear competition enters the technology year 138 Men’s underwear 139 , men’s style Underwear collective bid farewell to the era of no demand 13 9 . Analysis of the development characteristics of men’s underwear market 141 . Men’s underwear market competition strategy 142 Section 3 Hematous underwear 147 . The type of warm underwear 147 Two, 2006 national autumn and winter warm underwear market analysis 147 . The cost of warm underwear in 2006 constituted survey 148 . 4, 2006 warm underwear consumption and sales are all apparent 151 five, 2006 2006 Development of the year of the down underwear industry 153 6. In 2006, the brand share of warm underwear markets across the country 154 7. The warm underwear industry faces shuffle 163 8. Warmner -in underwear blue ocean strategy 165 Section 4 The development characteristics of sex underwear market development 166 . The invisible champion of the underwear industry 166 . Interesting underwear goes to the front desk 168 n Sixth Section of Children’s Underwear 169 Section 7 Seamless Underwear Industry 172
Chapter 7 Chinese Underwear Product Import and Export Market Analysis 175 Analysis of export situation 175 . In 2006, China’s clothing export situation 175 2. Overview of the export of underwear products in China in 2006 175 three, 2006 Analysis of China’s clothing export situation 176 four four Analysis of the differences in the clothing export market in 2006 180 It section 2006 In 2006, China’s knitted or hook underwear products import and export data 183 . R N. In 2006, China Knit or Hook Men’s Underwear Export Data 188 Three, 2006 China Needle or Hook Women’s Underwear Import Data 194 . 200 Section 3 In 2006, the import and export data of non -knitted or non -hook underwear products in China 206 . In 2006 In 2006, the export data of non -knitted or non -hook -edited men’s underwear 210 . In 2006, the import data of non -knitted or non -hook female underwear in China 216 . Underwear export data 222 5. In 2006, imported data such as non -knitted or non -hook bracket bras in China 228 6. In 2006, export data such as non -knitting or hook braids in China 233 The fourth fourth In the future, China’s clothing export prospects and countermeasure analysis 237 . The best development period of the export trade of the textile and clothing industry in China 237 . Situation 241 three, 2007 to 2008 to analyze the situation and countermeasure analysis of the textile and apparel trade 242 The main export market analysis of Section 5 244 , Japan 244 , Hong Kong 245 情况 情况 情况 情况R n. EU 245 . France 248 5. The United States 249 6. South Korea 251 7. Russia 252 n The third part of the consumer and demand analysis Chapter 8 Underwear Consumer Analysis 255 The first part of the underwear target market composition analysis 255 Analysis 259 . Consumer purchase behavior type 259 . Factors affecting consumer purchase behavior 265 . Analysis of underwear purchase behavior 267 third quarter urban underwear consumption consumption Habit and concept survey 273 . Specialty stores -the main place of brand consumption 274 . The main consideration of the brand and fabrics for consumers 274 three, novel, fashionable, personality, personality, personality The three elements of the underwear style change 275 . The appreciation of the opposite sex becomes the source of the popularity of the fashion personality underwear 276 5. The demand for meeting the new heterosexuality underwear becomes a new highlight of consumption 277 6. Underwear consumption is gradually branding 278 7. The underwear style should be developed in the direction of novel, fashionable, and personalized direction 278 8. Consumers look forward to personalized underwear brand market analysis 278 Section 4 Consumption Psychology 281 . Consumption psychological analysis 281 . The characteristics of middle -aged women’s consumer behavior and marketing strategy 282 . The consumer psychological characteristics of youth and the marketing of corporate marketing Enlightenment 287 Section 5 Underwear consumers Purchase preference analysis 292 . Men’s purchase of underwear preference analysis 292 . Four domestic lingerie wearing orientation surveys 295 three, pure pure Cotton underwear most audience consumers favored 295 . Fourth, 2006 Underwear market explanations of safety 297
Chapter 9 Underwear market demand analysis 298 Analyze 298 . Features of underwear demand 298 . Factors affecting underwear demand 300 Section 2 Consumer income analysis 312 R n The industry competition analysis Chapter 10 Underwear Market Sales Channel Analysis 317 Section 1 Chinese Underwear Sales Channel 317 . Traditional underwear sales channels 317 2. The underwear market calls the new marketing model 319 . Emerging underwear sales channels 321 . Underwear monopoly will be an inevitable trend of the development of the underwear industry 322
. Comparison of basic methods of Chinese and foreign underwear sales 324 . European brand underwear sales method 326 . The US clothing retail system to Chinese underwear companies 327
Chapter 11 Marketing Profile Analysis 332 The first section of underwear terminal marketing strategies 332 . How to do promotion 332 . Adjust underwear in the beauty salon to open the new road 335 in beauty salons. R n The determination of the underwear brand advertising communication strategy and target 337 . The determination of the advertising communication strategy 337 . The determination of the advertising transmission goal 340 Section 3 brand expansion market Share strategy 341 . Advertising promotion 341 . The image construction of specialty stores 342 . Event promotion 342 . Participate in the clothing trading meeting 343 fourth fourth Jie underwear enterprise marketing innovation strategy 343 . Innovation of channels 344 . The innovation of the terminal 344 . Design innovation 345
Chapter 12 Chinese underwear in Chinese underwear Market competition pattern and main brand analysis 346 Peomful section regional competition pattern 346 Is Section 2 underwear brand current 348 , 2006 underwear advantage brand and enterprise 348 . China’s underwear industry lacks serious 349 . The Guangzhou Market Survey Report of major underwear brands 352 . Create underwear brand at the time 356 , Odfen 360 , Connemy 360 , Dianfen 360 Fourth, Anlifang 362 5. Odley 362 Section 4 Domestic brand analysis of domestic brand analysis 362 rn一、宜而爽362 rn二、三枪363 rn三、爱慕364 rn四、婷美364 rn五、古今365 rn六、 AB 365 Seven, Sang Fulan 366 , 866 , nine, Antarctic people 367 , red beans 367 eleven, Coronai 371 , 12. Langsha 373 , Aidi 378
The fifth part of the development trend and strategy Chapter 13 Industry Development Trends and Enterprise Development Strategy Analysis 379 Section 1 The development of China’s underwear industry Potential analysis 379 . The development direction of new underwear products 379 . The development trend of underwear fabrics 380 . 382 The secondary underwear target market development trend 382 . The women’s underwear market 382 . Men underwear market 384 . Children’s underwear market 386 third Festival underwear trend 387 . The popular characteristics of underwear 387 2. 2007 European underwear trend 388 three, 2007 underwear trend 389 section 4 and the future 2007 and the future A few years of the development strategy of the underwear industry 392 . The domestic underwear market pattern 392 . The development direction of knitted underwear 393 . The development strategy of warm underwear 394 . 395 5. Drah Enterprise Development Strategy 397 6. Underwear companies break through the development bottleneck strategy 398 Section 5 Underwear brand development strategy 402 , underwear brand planning brand strategy policy Implementation of 402 . How to improve brand loyalty 405 . Underwear brand international operation ten channels 425
Both Fuji and Jinli Lai believe that after years of development, Jinli has already had a stable and huge consumer group, and its brand value and influence are increasing; but at the same time, the market response speed, accuracy and analysis methods of Jinli Lai are increasingly unable to keep up with the company’s company’s company’s. Development process; agents and potential dealers have become more and more demand for the company’s information; the company has adopted an ERP system and has the basis for achieving new information strategies; the Internet has reduced the size of the enterprise and adopting new IT technology to adopt new IT technology Differences, thus strengthening management through low cost and high -speed growth, and effectively existing Jinli’s existing resources will have a stronger force on the market. So the DRP system solution was born. Through the business integration of the counters or specialty stores affiliated to the agent and agents, it has formed Jinlilai business websites with the ERP system to achieve the purpose of accelerating the supply chain response, improving corporate cohesion and market insights and corporate development. It Jinlilai DRP system consists of 4 parts: group management system, agency management system, specialty store management system, interface management system. In these 4 parts, Jinlilai Group’s management system can realize Jinli headquarters inquiring and analyzing the inquiry information inquiry information in the agent and its subordinate stores, and manages and maintains the agent’s system; Realize automatic management of input and sales at the agent -level business level, and provide relevant decision -making analysis and business guidance; Jinlilai specialty store management system realizes the analysis of sales management and related data at the specialty store level; the Jinlilai interface management system mainly includes the group ERP and Jinli Lailai Information and data interaction of the DRP system and information interaction with DRP data centers. This system provides a new model for Jinli Lai’s business operations and cooperation with trading partners. Between Jinlilai and dealers can submit orders in real time, query product supply and inventory status, and obtain market sales information and customer support, realize the supply chain management between Jinli and dealers, and effectively shorten the supply and marketing chain. Analysis of effectiveness Analysis of the implementation of the DRP system will bring the following benefits to Jinli: 1. Through the DRP system, you can establish a different place distributed enterprise sales network and plan to support supply chain management and planned supply chain management plans and planning and supply chain management plans and planning and supply chain management. In the process of control system, Jinlilai headquarters can get information on the deposit and financial status of various departments in warehouses, dealers, subsidiaries or sales points in warehouses, dealers, subsidiaries or sales points in the process of operation. The network, reasonably use the resources of the sales network, reduce the capital occupation of enterprises on the sales network, and optimize the operation of logistics, capital flow and information flow; it can fundamentally improve the company’s agents and dealers in the process of product operation and downstream The communication method, product sales method and service method, in addition to the realization of the sales management system of the Jinlilai Group, also includes online order management, comprehensive query system (including information from branches and lower agents) and other management Function. 2. Through the DRP system, any store can check inventory, issue orders and track the delivery process without the cost of local phone bills. Once a order is issued to the company, the relevant departments of the credit management will issue an invoice in the same way as the processing through fax, email or telephone. 3. Through the DRP system, any agent can grasp the status of its own inventory distribution, logistics distribution and real -time sales monitoring, and can conduct online reconciliation and settlement accounts with Jinlilai headquarters. In this way, agents can monitor the status of various documents at any time online, and operate independently under the management and monitoring of the headquarters. 4. Since the DRP system has a good interface, it can be seamlessly connected to other peripheral systems such as ERP and MRPII, which in turn improves the efficiency of the informationization of the entire company. 5. Through DRP’s cashier system, specialty stores have realized sales and deposit management, which can speed up the speed of cashier, unified management funds, improve management quality, and real -time response sales. At the same time According to the current inventory replenishment form, after confirming the store or superior agent, the order is directly fed back to the headquarters of Jinli to complete the order of ordering through the system to complete the automatic replenishment process. 6, the DRP system’s simple and clear operation households abandon the handmade, paper -based operation mode. Continuing development From a technical perspective, because the entire solution uses IBM E-BUSINESS technology, Java development tools, XML (extended marking language) data exchange format, there is no need to worry about the stability and expansion of the underlying technology. Jinli can focus on business. From a functional perspective, after the successful application of web -based sales management, storage management, and order systems between Jinlilai headquarters and its agents and stores, the company will expand the system and will be suppliers. It also includes in the system. Fuji’s SCM system will help Jinli suppliers know the company’s raw materials. The good communication between the company and the supplier means that the supplier can participate when the raw materials need to be supplemented to complete the supplement to the raw materials. In application perspective, Jinlilai’s DRP system can eventually evolve into a comprehensive e -commerce system. (Commercial Intelligence), etc., can also expand applications to all information terminals such as suppliers, distributors, agents, retailers, stores, logistics centers, customers, partners, etc. Expand more resources through these applications, and promote the development of the entire industry. In summary, through the Internet -based distribution resource management system, Jinli Lai’s business management can reach three unity, that is, the unity of rapid expansion and effective management, the unity of cross -regional networks and real -time control, scale benefits and intensive management Unity. The information system of Jinlilai will be able to be able to fulfill and fully support the high -speed, healthy, and large -scale development and rapid expansion of Jinlilai. Jinlilai (China) Clothing Leather Co., Ltd. is a joint venture opened by Jinlilai Group in China. Its turnover accounts for 82%of the Group’s total turnover. The company is mainly engaged in the business and sales of men’s clothing and clothing, which is dominated by the Jinlilai brand, and has successfully established a golden signboard. Its products include nearly 100 categories and more than 2,000 products. Last year, the company began to develop its online order processing and ERP (Enterprise Resource Planning Management) system. However, the online order system and ERP system only solve the problem of the transfer of the internal resources of Jinlilai. It is impossible to communicate with nearly 800 agents and distributors throughout the country throughout the country. Jinlilai urgently needs to manage and expand the company’s existing business channels and trade partners resources. DRP (distribution resource management) system, that is, the enterprise’s distribution network system, the purpose is to enable the enterprise to have the ability to respond quickly and supplement the inventory of orders and supply. Relying on the Internet, the system organically linked the manufacturer (or supplier) with the agent (or dealer), which can automatically handle the manufacturer (or supplier) and its agents (or dealers) all over the country. Warehousing management, sales management and ordering management. After repeated comparisons and research, Jinli chose the DRP system developed by Fuji Cyclone. At present, by adding agents to the supply chain system, Jinlilai is expanding its original system to create a end -to -end Jinli supply chain management system. In this way, Jinli Lai paved the road for the success of its supply chain communication. At the same time, by adopting the low -cost rapid expansion strategy, the brand, goods resources, and IT system were gradually exported as the core strategic resource to the agent and its stores. Alliance, this has also established a model for the management of similar domestic enterprises. This article will explore the implementation process of Jin Lilai’s DRP. Investigation and research The product of about hundreds of thousands of dollars in China ’s production headquarters in China’ s production headquarters in China is a sales of more than hundreds of thousands of dollars. Sales are agents all over the country instead of direct sales to end users. Therefore, Jinlilai must rely on effective communication and ordering systems to ensure that each distributor and retailers have appropriate goods inventory. Over the years, Jinlilai has always wanted to use electronic data exchange (EDI) orders and supply issues between motion processing and large distributors. However, due to the high cost and complexity of EDI, the company and distributors are daunting, especially small distributors to achieve this system. Generally, these small distributors are ordering and querying order status through fax or telephone, and understand whether the company’s inventory has the products they want. It, Jinlilai conducted a survey to understand the needs of customers, agents/branches, and departments for the sales information system. The survey results show that the most obvious demand for agents is warehousing information, order processing progress information and order entries, while various departments and branches are most concerned about the sales of each agent.
Lee is one of the three classics of American denim culture. In the process of establishing American denim culture, Lee took a long way. From different development stages, Lee can always maintain a consistent practical and fashionable attitude. Jeans changed from practical to fashion. During the evolutionary process, Lee stood an important position. The founder of the company, H.D. Lee, was originally a work service manufacturer. In this century, the main supply of daily work clothes to the United States and the western farmer and workers. Some of the classics at the time were still popular, such as “Bibnbrace” of the sling worker pants, and a long -sleeved worker pants “union all” that became a US military uniform in a world war. The company’s products can become a national image, and it was a pioneering work in 1910.
Ee another revolutionary initiative occurred in 1926. The first zipper jeans of Lee was born, which is the world’s first zipper jeans. At this time, the slogan of Lee’s promotional slogan is suitable for cutting “Tailored Sizes”, which is innovative and unique. After the Second World War, Lee extended to the east coast city with its wild western jeans, spreading the whole country. The image of the west not only becomes fashion, but also has played a leading role for the jeans market. At this time, Lee’s famous Lee leather card appeared. With Lee Rider’s success in the market, Lee has become a registered classic product.
In 1975, in addition to the image of the Western region, Lee injected a new market plan: the first plan to develop women’s jeans. A series called “Fit For Girls has been launched, which has launched a brand new side of the women’s clothing market. Since 1986, Lee has developed different types of customers in the entire denim market:
Lee Basic -Classic style of five bags of five bags With different fashionable jeans series with different fashion trends, there are different styles such as casual pants and slant pants (Chinos). The product guarantee of jeans manufacturer experts and the symbol of market position.
Lee girls -to design a new and rich sense of the times with a women’s clothing series that is cut with women. Become a major mainstream of American jeans. Its products still have a certain level and value in terms of traditional and avant -garde perspectives, which has become the code of both classic and stylish jeans.
The company brand in the world brand experiment The 2006 “World Brand Fortune 500” ranking of the room (World Brand Lab) ranked 462. Its first and classic design. Lee jeans become the classics and authority of the jeans, and are known as one of the three major jeans brands in the world. Lee jeans attract the global pursuit of fashion men with its simple and pure style, representing the European fashion trend Men’s clothing brand.
Lee autumn and winter fashion conference broke the traditional form of the latest clothing to show the latest clothing by model T -shaped platforms, showing the “background”, and then cooperating with special scenes. Masters match themselves from many autumn and winter clothing. Beijing Bed Tapas
The subdivision of the textile and clothing industry and the brand of the clothing industry
2008-4-25
The brand of Chinese clothing industry
, From the perspective of investment, the textile and clothing are completely divided into two different categories. In 2002, the number of employed people accommodated per million yuan in assets, 1876 textile industry and 4,464 clothing industry. The difference between this data also shows the difference between the two: Although the textile industry is already a labor -intensive industry, the clothing industry is actually more labor -intensive than the textile industry. For example, 10,000 workers can produce 10 million shirts, that is, 1,000 shirts per capita. To sell these 10 million shirts, it takes more than 2500 people.
The reason is that the main product of textile is used as the middle material of clothing. As a manufacturing industry, after completing high -speed expansion, the main investment is the machine. The efficiency is greatly improved. The overall competition form is industrial competition and the homogeneity of products, making competition pay more attention to costs. In addition to the production of clothing, design and terminal products, the clothing industry also involves channels and marketing issues. Because the products are extremely fast, the products produced by high -end designers are extremely small products. Similarly, the sales of each piece of clothing are sold It is also a very one -to -one subdivision, especially considering a large number of ladies and female college students who have just had a large number of unemployment or are unwilling to participate in the work of the company. When opening a small clothing store to satisfy your entrepreneurial desire, you can understand why the overall clothing industry is essentially a more labor -intensive industry than the textile industry, and its competitive form is actually commercial competition. , Customers’ needs, tastes, market advertising promotion, etc. instead of relying on low costs, but also have the tendency to compete for free markets described by textbooks. In addition to the basic production costs of making products, more profits are contained in the product, marketing staff and channel construction. Real differences in enterprises. Therefore, the value chain of the textile and apparel industry includes: raw material fiber-yarn — fabric —– clothing —- Wholesale-in retail, from the perspective of securities analysis, the front end of the clothing belongs to the industry, belongs to the industrial industry The end of the clothing belongs to the business and analysis model of business, business, and business, which is completely different.
. After the industry segmentation, the industry’s industry has appeared. This industry is essentially similar to OEM of the electronics industry. The production is completely responsible for the manufacturer, and the design drawings come from the manufacturer, and the sales are subcontracted to other manufacturers. After the high division of labor, the company can do its best to do its best. It has only decades, and the skills they are specialized are organizing operations, not manufacturing. The applicable analysis model is commercial marketing. Foxconn, a large number of foundry for Nokia and iPods, belongs to the manufacturing industry. Therefore, the clothing industry produced by OEM also belongs to industry. In the classification of conventional securities software, the textile industry and clothing industry are listed separately, including dozens of enterprises such as Yador and Hualian Holdings. But each company is not fully focused on clothing or textiles, and many of them are involved in real estate and securities. Therefore, it is necessary to further explore the subdivision of their respective industries in order to further understand the company behind the securities.
If according to the classification of traditional industries, the differences along the raw materials can be divided into textile, cotton textiles, wool spinning, silk, hemp, chemical fiber, and more broad textile and apparel industry, which further includes printing and dyeing A total of 12 categories such as color weaving, knitted, clothing, home textiles, industrial textiles, textile machinery manufacturing. Furthermore, each category divides many small branches.
. Similarly, clothing can be differentiated to get out of clothes (Montagut, Nine Shepherds), Children’s Fress (Pig Banner), shirts (Youngor, Kaishi), down (Boson), Cashmere (Saint -velvete, Ordos, Ordos, Ordos, Ordos, Ordos )、夹克、领带(金利来goldlion)、文胸、内衣(三枪)、制服、运动服、西装(红豆)、西裤、休闲服(七匹狼、美特斯·邦威、以纯)、帽子、袜、 Sock pants and even matching pipes (YKK) and even Muslim clothing, dresses dedicated to wedding dress ETC.
The Chinese Clothing Association selects some companies every year based “China Famous Brand Products”, “China’s Most Competitive Brand” and other titles. If the winners of these titles in the past ten years, they will find that these so -called brands have not established their own coherent advantages. Most brands have been completely dying in the market in the market. Some of the historical marks are sad, such as the early brand -name products of textile machinery manufacturing. The butterfly sewing machine. In the 1970s, it had a glittering Shanghai butterfly sewing machine that was once a woman to marry. However, in the 1990s, after the production manufacturer, which was built in 1917, the Xiechang sewing machine factory was transferred, the product disappeared. When it was returned to the soul again, the economic trend of the times had changed. The individual sewing machine can only be dumped to some poorer countries, and the famous brands, bee sewing machines, and South China sewing machines that year are no longer known to today.
2007, one of the names of the name and brand, there are as many as 23 shirts. But if you visit the middle -income families in Shanghai, Beijing, and Guangzhou, I am afraid I don’t know these brands. The brands that more people know are some non -native brands, such as POLO RALPH LAUREN, Burberry, Tommy Hilfiger, Hugo Boss, MUJI, LACOSTE, ESPRIT. The Chinese people’s understanding and knowledge learning of these brands first uses imitation of pseudo -shoddy products, such as LV’s bags and Burberry’s grid graphics, and then understand, recognize and admire these international brands through a variety of rapid replication mediums.
brand clothing is one of the oldest and most favorable industries. Any rich society is slightly longer, and the idle class will naturally produce, and then it will be different to lead fashion to show off wealth. Civilization, in addition to domesticated the original and brutal desires, adds unnecessary decoration in addition to the necessary life of life. (Regarding this topic, see the author’s previous “Overview of History Philosophy” series) Reomparable), fashion itself creates wealth, and the brand’s competitive advantage is that the production of actual products is the cost of price competition, but the last finished product is based on the brand. Price. The brand is like a name mark. In addition to the various marketing, design, and services before assembly, it means the ruler. In addition, the value of the brand is like alcohol wine, which is expensive every time it is precipitated.
. The establishment of the brand also takes time to accumulate and experience time and history to add historical and cultural value to the product, or to give the product a mark of civilization. For example, Levis’s famous blue jeans, they claimed to start with the gold rush fever in the California era, and experienced the quality and persistence of several generations to develop to this day. Therefore, a large number of companies constantly try to add its “cultural significance”, for example, to obtain a so -called “royal royal guarantee”. CarRS biscuits are one example. This biscuits advertise the original formula of the family biography. Even after the changes in the industrial revolution, the formula still maintains the old flavor. The initial sales target was only the civilian. However, after 10 years of sale of CARRS biscuits, due to the accidental taste of Queen Victoria, the United Kingdom, it was specified as the British royal royal biscuits. CARRS biscuits have doubled the value and popular. Burberry, which is even more big, was founded in 1856, and was produced and sold worldwide before the British royal approval in 1955, and a successful advertisement for successful adventures of Norwegian explorer in 1911. Therefore, the certificate of the royal family was not too CARE, but Prince Charles awarded the second “Royal Royal guarantee” certificate to it in 1989. An example of a truly typical wine fragrance is not afraid of the alley.
But the brand will decline, some will revive again, and some will completely sink. For example, MUJI originated from Sex, but the origin of the origin was because the quality of the product was too poor and began to pursue quality. Instead, the brand “The brand -free brand is” no brand imprint, and the quality is natural and good “, and then adds to Japanese cultural elements in it, according to the description of the artistic director of the artistic director, that is, the introduction of the” empty “feeling At the same time, it fully reflects the reduction of waste in Japanese life, pursuing simplicity and simplicity, and found the beauty and creativity of the lines from it, thus becoming a kind of product that can get out of the narrow homeland and let other consumers in the world recognize a Japanese -style product. And if there is no Xing Huoyuan of Sijie, ESPRIT may have closed down, and without Pan Disheng, Du Peng’s brand will not be known to the Chinese people.
Compared with the decline of the brand, the establishment of the brand’s establishment More difficult. Every brand needs time to precipitate, accumulate and prove that China does not have a hundred -year -old shop, such as “Tongrentang”, but in the past 100 years, after more than a hundred years, it has experienced Manchu, the Republic of China, civil war, and two parties alternate, and then alternate, and then alternate, and then alternate, and then alternate, then After the text. After the revolution, reform and opening up are so many sharp changes, few companies can already advertise their glory history, and Tongrentang is not the original Tongrentang. Even after the public -private partnership, almost all traditional brands have been filled with state -owned state -owned state -owned national ownership After the reform, the control of private property rights was slightly relaxed, and the capitalist spirit was born, and new enterprises and brands began to produce. Therefore, domestic corporate brands have been established too short. As consumers, they have just now. Restored up from survival and food and clothing, far from further raising the taste of life to exquisite and elegant. The most popular products are the cold and cold -accepting products that are dedicated to survival. Have enough ability to evaluate and rise to the level of culture and creativity. And China’s emerging and rich class, also more willing to enjoy the material and culture accumulated in Europe and the United States as soon as possible for the new wealth it gains. After more than a hundred years, after the New Culture Movement and Culture Revolution, what the value of traditional culture is, its positioning is still extremely suspicious, and the material has just started. What CCTV host Zhang Bin’s famous wife Hu Ziwei said, the output values are the level. Therefore, even if companies intend to use their national image to promote their products, how to continue cultural traditions, there is no root cause and social resources to use it to use Compared with the certificates of the British royal family, this fully shows the commercial value behind a continuous cultural system. It is most likely to introduce the name of Europe and the United States, then make, OEM in China, and then carry forward it in China. The most extreme is that Xianniid uses a large number of American concepts to allow Chinese people who are full of expectations to buy some inexplicable suspicious products at high prices. From this to open Amway’s direct sales in China. The better is Ports. After the Hong Kong Chen family gradually acquired the operating rights of the Baozi brand, it enters the Chinese clothing consumer market that is still in the low -level mass production and primary product marketing stage. Packing it into a high -end name The card, and the recent SKAP, seems to be taking this route, but except for leather, the workmanship of the slightly shows the importance of time precipitation.
. As for the truly created local brand and developing it into a real world famous brand, I am afraid it will take a long time. Therefore, from the perspective of investment, you cannot expect these companies and brands to be able to be able to be able Get a market patent with monopoly advantages in the short term. Of course, from another perspective, this also provides endless subject matter and imagination for the so -called good growth. Relatively speaking, the front -end textile industry is more likely to reflect China’s characteristics.
In the past few years, the women’s clothing market is mainly to meet the needs of young women.
and now, many companies at home and abroad are optimistic about the development prospects of the middle and high -end middle -aged women’s clothing markets. Middle -aged and high -end clothing suitable for middle -aged women, especially some companies have launched mid -to -high -end brand clothing that is fully suitable for middle -aged women, such as Yingda, Caesar, San Nuolan, Bence, Pierre Cadan and so on As soon as these brands appeared, they were immediately loved by middle -aged women. These brands not only make up for the blankness of middle -aged women’s demand for middle and high -end brand clothing, but also have a greater influence and impact on the women’s clothing market.
In more deeper, women’s demand for mid -to -high -end brand clothing is very different. The consumer groups of women’s clothing have a particularity: due to the good income, the living environment and living space emphasize comfortable and elegant, their viewpoint focuses on the taste and individual mid -high -end brand clothing. They often have their own unique insights on things, and they are also more persistent. They are not only pursuing fashion and unavoidable in terms of dress. They are willing to spend money to buy practical and fashionable clothes. The clothes are not acceptable. Their favorite is to match some small accessories outside the elegant and simple clothes, such as silk scarves, brooches, embroidery, etc. to express the personality and fashion of the clothing.
Therefore, the marketing strategy of women’s clothing is different from other clothing. It is necessary to master this special sales strategy to lead the leading aircraft in the middle and high -end middle -aged women’s clothing market.
The strategy
The women’s consumer group needs to be clearly located, the clothing itself is obvious, and the clothing layout and display are unique. Therefore, mid -to -high -end middle -aged women’s clothing is only suitable for sales in large -scale shopping malls or brands with high grades. There are many types and complete models. The layout pays attention to balance and coordination. For example, clothing of different colors should be placed evenly, and there must be excessive between bright colors and dark clothing. The display is proper and accurate. For example, the size of the middle -aged women’s clothing is large. Different size clothing uses different sizes of clothing. The clothing rack is too large or the beauty of the clothing is too small, and it is difficult to show the grade feeling of the clothing. The display should also be accurate, that is, the positioning of a certain style of clothing is reflected in display. For example, a certain style of clothing is suitable for women aged 40 to 50, so you must choose a proper model to display, too fat or too thin or thinner It will affect the visual effect, and the illusion will also cause obstacles to the choice of middle -aged women.
Strategy 2
The cultural connotation gives women special attention to clothing, so as to attract women’s attention. Women do not need a shallow trend beauty, but to pursue a certain cultural heritage and show their own temperament. At present, mid -to -high -end middle -aged women’s clothing that appears in large shopping malls, such as Grand Caesar, San Nuolan, Benis, Pierre Kadan, etc., these brand clothing itself has a certain meaning of cultural connotation. The display, display, and introduction allows consumers to recognize its cultural connotation; by continuously distributed a booklet to promote the cultural characteristics of the brand for a long time, so that consumers can truly find the clothing that belongs to their own taste; Activities, the propaganda method should also be designed, the matching is the foundation for dressing design, and so on. Only in this way can the cultural connotation of the clothing itself be combined with the cultural connotation of the dressing person, creating a new cultural connotation and wearing taste.
This three
The thoughtful and appropriate service to women can increase the added value of clothing. At present, the services provided by women in large shopping malls are the same as the services of other clothing brands. They do not strictly distinguish between the differences between middle -aged consumers and young consumers, making some services not in place. In fact, services can increase the added value of clothing. Because personalized needs are gradually becoming a general trend of social needs, personalized services have become inevitable. Women’s insights are unique, and salesmen should respect their own choices and introduce them too much, and sometimes cause disgusting. Mature women are more likely to communicate. There can be differences in age but not easy for salesmen and customers. Imagine a girl around 20 years old introduced to middle -aged women over 40 years old. How can the two sides be comfortable? High -quality services are the added value of clothing.
The careful grade of these three strategies will definitely gain a foothold in the high -end women’s clothing market. With the increase in the demand of the women’s market and its continuous development, it is believed that business opportunities are unlimited and opportunities are unlimited.
The development analysis of the first part of the industry
Chapter 1 The definition of underwear and the investment analysis of the underwear industry 1
The first section of the underwear industry definition and classification 1
. Divide 1 r according to different varieties of underwear n. Divide the fabrics made by underwear 2
. Divide the function of the underwear 2
. Divide it according to different occasions wearing 3
Investment characteristics analysis 4
. The characteristics of the underwear industry 4
. Investment characteristics of the underwear industry 6
Chapter 2 China’s clothing industry development analysis 10
Overview of the development of the clothing industry 10
. Analysis of the overall market market 10
. The clothing market segmentation analysis 11
. Analysis of the clothing brand operation mode 15
4. Consumers’ purchase psychology psychology Analysis 17
. New model of textile and apparel market is emerging 18
Segasium 2006 Analysis of the economic operation of China’s clothing industry 21
I increase in the boom of the clothing industry in 2006 21
2. The production and concentration of the clothing industry in 2006 22
3. The scale and benefits of the clothing industry in 2006 24
4. The loss of profit in the clothing industry in 2006 n 5. In 2006, the increase in the increase in the clothing industry’s benefits and the increase in the comprehensive index 26
6. Analysis of the investment in the clothing industry in 2006 27
7. The level of exports of the clothing industry in 2006 and the international competitiveness level 28 r
8. In 2006, the development of the clothing industry is worthy of attention 29
third section 2006 The formulation of the standard formulation of China’s clothing industry 29
, 2006 clothing standard system revision and approval situation 29
two two two , In 2006, washing the faded clothing will be in the industry’s national standard 30
. In 2006, “Nano Technology Treatment Clothing” was officially included in the local standard of Guangdong Province 32
n. The outlook for the clothing market in 2007 34
. In 2007, the popular elements of Chinese clothing 35
three, 2007 new trend of knitted clothing development trends 36
4. Spring and summer of 2007 Fabric Consumption Concept 38
Chapter 3 Analysis of the Development of the Underwear Industry 41
Overview of the global underwear industry development 41
. World underwear development process 41
two two , Analysis of the International Underwear Industry 42
3. The latest movement of the international underwear market 43
. Analysis of sports corset development at home and abroad 45
Section of the current development of China’s underwear industry 50 r 50
. Chinese underwear Current status analysis 50
. The current situation of underwear designers and talent analysis 52
three, 2006 lingerie industry top ten news 55
four, 2006 underwear industry development analysis 59
5. The quality of underwear products in 2006 64
6. From the 87th medium in 2006, the development trend of the Chinese underwear industry 65
7. Urban women’s underwear tends to be high -end 70
Section III 2007 China Underwear Industry Outlook 71
I, 2007 China Underwear Industry Outlook 71
2. 2007 Chinese underwear industry brand development trend 72
Chapter 4 Underwear Key production area analysis 78
Pelasses Section 1 Pearl River Delta underwear Industry Analysis 78
. The Pearl River Delta underwear industry Yangfan Voyage 78
, Guangdong underwear gathers from industry to brand gathering 81
Section 2, Guangdong Nanhai Yanbu Underwear Industry 89
. The development of the development of Nanhai Yanbu underwear industry 89
The two and five advantages highlight the “Chinese underwear town” 91
93
. Analysis of the annual output value of Shenzhen underwear 93
. Shenzhen underwear brand analysis 94
Section 4 Zhejiang Yiwu underwear industry 97
. Yiwu becomes the largest seamless underwear in the country in the country Production base 97
. The world’s largest underwear factory will appear in Yiwu 97
Section 5 of Wenzhou underwear industry 99
The analysis of market status of the second part of the market
Chapter 5 Underwear domestic market analysis 109
Pelasium 1 Chinese underwear market analysis 109
. The development of the Chinese underwear industry. Analysis of the development of China’s underwear market 112
. Functional underwear market analysis of functional underwear in 2006 117
It section of the Chinese underwear market trend analysis 120
. The development of Chinese underwear and the times advances 120
. The Chinese underwear market prediction in 2007 122
3. International competition in the Chinese underwear market in 2007 123
Chapter 6 Underwear Segments Market 127
Section 1 Women’s underwear 127
. Statistics show that Chinese women need greater bras 127
. Women’s underwear market analysis 128
. Analysis of the consumption of women’s underwear brand in 2006 132
. Fourth, 2006 women’s underwear market brand share of women’s underwear market 133
5. Women’s high -end underwear competition enters the technology year 138
Men’s underwear 139
, men’s style Underwear collective bid farewell to the era of no demand 13 9
. Analysis of the development characteristics of men’s underwear market 141
. Men’s underwear market competition strategy 142
Section 3 Hematous underwear 147
. The type of warm underwear 147
Two, 2006 national autumn and winter warm underwear market analysis 147
. The cost of warm underwear in 2006 constituted survey 148
. 4, 2006 warm underwear consumption and sales are all apparent 151
five, 2006 2006 Development of the year of the down underwear industry 153
6. In 2006, the brand share of warm underwear markets across the country 154
7. The warm underwear industry faces shuffle 163
8. Warmner -in underwear blue ocean strategy 165
Section 4 The development characteristics of sex underwear market development 166
. The invisible champion of the underwear industry 166
. Interesting underwear goes to the front desk 168
n Sixth Section of Children’s Underwear 169
Section 7 Seamless Underwear Industry 172
Chapter 7 Chinese Underwear Product Import and Export Market Analysis 175
Analysis of export situation 175
. In 2006, China’s clothing export situation 175
2. Overview of the export of underwear products in China in 2006 175
three, 2006 Analysis of China’s clothing export situation 176
four four Analysis of the differences in the clothing export market in 2006 180
It section 2006 In 2006, China’s knitted or hook underwear products import and export data 183
. R N. In 2006, China Knit or Hook Men’s Underwear Export Data 188
Three, 2006 China Needle or Hook Women’s Underwear Import Data 194
. 200
Section 3 In 2006, the import and export data of non -knitted or non -hook underwear products in China 206
. In 2006 In 2006, the export data of non -knitted or non -hook -edited men’s underwear 210
. In 2006, the import data of non -knitted or non -hook female underwear in China 216
. Underwear export data 222
5. In 2006, imported data such as non -knitted or non -hook bracket bras in China 228
6. In 2006, export data such as non -knitting or hook braids in China 233
The fourth fourth In the future, China’s clothing export prospects and countermeasure analysis 237
. The best development period of the export trade of the textile and clothing industry in China 237
. Situation 241
three, 2007 to 2008 to analyze the situation and countermeasure analysis of the textile and apparel trade 242
The main export market analysis of Section 5 244
, Japan 244
, Hong Kong 245 情况 情况 情况 情况R n. EU 245
. France 248
5. The United States 249
6. South Korea 251
7. Russia 252
n
The third part of the consumer and demand analysis
Chapter 8 Underwear Consumer Analysis 255
The first part of the underwear target market composition analysis 255
Analysis 259
. Consumer purchase behavior type 259
. Factors affecting consumer purchase behavior 265
. Analysis of underwear purchase behavior 267
third quarter urban underwear consumption consumption Habit and concept survey 273
. Specialty stores -the main place of brand consumption 274
. The main consideration of the brand and fabrics for consumers 274
three, novel, fashionable, personality, personality, personality The three elements of the underwear style change 275
. The appreciation of the opposite sex becomes the source of the popularity of the fashion personality underwear 276
5. The demand for meeting the new heterosexuality underwear becomes a new highlight of consumption 277
6. Underwear consumption is gradually branding 278
7. The underwear style should be developed in the direction of novel, fashionable, and personalized direction 278
8. Consumers look forward to personalized underwear brand market analysis 278
Section 4 Consumption Psychology 281
. Consumption psychological analysis 281
. The characteristics of middle -aged women’s consumer behavior and marketing strategy 282
. The consumer psychological characteristics of youth and the marketing of corporate marketing Enlightenment 287
Section 5 Underwear consumers Purchase preference analysis 292
. Men’s purchase of underwear preference analysis 292
. Four domestic lingerie wearing orientation surveys 295
three, pure pure Cotton underwear most audience consumers favored 295
. Fourth, 2006 Underwear market explanations of safety 297
Chapter 9 Underwear market demand analysis 298
Analyze 298
. Features of underwear demand 298
. Factors affecting underwear demand 300
Section 2 Consumer income analysis 312
R n
The industry competition analysis
Chapter 10 Underwear Market Sales Channel Analysis 317
Section 1 Chinese Underwear Sales Channel 317
. Traditional underwear sales channels 317
2. The underwear market calls the new marketing model 319
. Emerging underwear sales channels 321
. Underwear monopoly will be an inevitable trend of the development of the underwear industry 322
. Comparison of basic methods of Chinese and foreign underwear sales 324
. European brand underwear sales method 326
. The US clothing retail system to Chinese underwear companies 327
Chapter 11 Marketing Profile Analysis 332
The first section of underwear terminal marketing strategies 332
. How to do promotion 332
. Adjust underwear in the beauty salon to open the new road 335 in beauty salons. R n The determination of the underwear brand advertising communication strategy and target 337
. The determination of the advertising communication strategy 337
. The determination of the advertising transmission goal 340
Section 3 brand expansion market Share strategy 341
. Advertising promotion 341
. The image construction of specialty stores 342
. Event promotion 342
. Participate in the clothing trading meeting 343
fourth fourth Jie underwear enterprise marketing innovation strategy 343
. Innovation of channels 344
. The innovation of the terminal 344
. Design innovation 345
Chapter 12 Chinese underwear in Chinese underwear Market competition pattern and main brand analysis 346
Peomful section regional competition pattern 346
Is Section 2 underwear brand current 348
, 2006 underwear advantage brand and enterprise 348
. China’s underwear industry lacks serious 349
. The Guangzhou Market Survey Report of major underwear brands 352
. Create underwear brand at the time 356
, Odfen 360
, Connemy 360
, Dianfen 360
Fourth, Anlifang 362
5. Odley 362
Section 4 Domestic brand analysis of domestic brand analysis 362 rn一、宜而爽362 rn二、三枪363 rn三、爱慕364 rn四、婷美364 rn五、古今365 rn六、 AB 365
Seven, Sang Fulan 366
, 866
, nine, Antarctic people 367
, red beans 367
eleven, Coronai 371
, 12. Langsha 373
, Aidi 378
The fifth part of the development trend and strategy
Chapter 13 Industry Development Trends and Enterprise Development Strategy Analysis 379
Section 1 The development of China’s underwear industry Potential analysis 379
. The development direction of new underwear products 379
. The development trend of underwear fabrics 380
. 382
The secondary underwear target market development trend 382
. The women’s underwear market 382
. Men underwear market 384
. Children’s underwear market 386
third Festival underwear trend 387
. The popular characteristics of underwear 387
2. 2007 European underwear trend 388
three, 2007 underwear trend 389
section 4 and the future 2007 and the future A few years of the development strategy of the underwear industry 392
. The domestic underwear market pattern 392
. The development direction of knitted underwear 393
. The development strategy of warm underwear 394
. 395
5. Drah Enterprise Development Strategy 397
6. Underwear companies break through the development bottleneck strategy 398
Section 5 Underwear brand development strategy 402
, underwear brand planning brand strategy policy Implementation of 402
. How to improve brand loyalty 405
. Underwear brand international operation ten channels 425
Both Fuji and Jinli Lai believe that after years of development, Jinli has already had a stable and huge consumer group, and its brand value and influence are increasing; but at the same time, the market response speed, accuracy and analysis methods of Jinli Lai are increasingly unable to keep up with the company’s company’s company’s. Development process; agents and potential dealers have become more and more demand for the company’s information; the company has adopted an ERP system and has the basis for achieving new information strategies; the Internet has reduced the size of the enterprise and adopting new IT technology to adopt new IT technology Differences, thus strengthening management through low cost and high -speed growth, and effectively existing Jinli’s existing resources will have a stronger force on the market.
So the DRP system solution was born. Through the business integration of the counters or specialty stores affiliated to the agent and agents, it has formed Jinlilai business websites with the ERP system to achieve the purpose of accelerating the supply chain response, improving corporate cohesion and market insights and corporate development.
It Jinlilai DRP system consists of 4 parts: group management system, agency management system, specialty store management system, interface management system.
In these 4 parts, Jinlilai Group’s management system can realize Jinli headquarters inquiring and analyzing the inquiry information inquiry information in the agent and its subordinate stores, and manages and maintains the agent’s system; Realize automatic management of input and sales at the agent -level business level, and provide relevant decision -making analysis and business guidance; Jinlilai specialty store management system realizes the analysis of sales management and related data at the specialty store level; the Jinlilai interface management system mainly includes the group ERP and Jinli Lailai Information and data interaction of the DRP system and information interaction with DRP data centers.
This system provides a new model for Jinli Lai’s business operations and cooperation with trading partners. Between Jinlilai and dealers can submit orders in real time, query product supply and inventory status, and obtain market sales information and customer support, realize the supply chain management between Jinli and dealers, and effectively shorten the supply and marketing chain. Analysis of effectiveness
Analysis of the implementation of the DRP system will bring the following benefits to Jinli:
1. Through the DRP system, you can establish a different place distributed enterprise sales network and plan to support supply chain management and planned supply chain management plans and planning and supply chain management plans and planning and supply chain management. In the process of control system, Jinlilai headquarters can get information on the deposit and financial status of various departments in warehouses, dealers, subsidiaries or sales points in warehouses, dealers, subsidiaries or sales points in the process of operation. The network, reasonably use the resources of the sales network, reduce the capital occupation of enterprises on the sales network, and optimize the operation of logistics, capital flow and information flow; it can fundamentally improve the company’s agents and dealers in the process of product operation and downstream The communication method, product sales method and service method, in addition to the realization of the sales management system of the Jinlilai Group, also includes online order management, comprehensive query system (including information from branches and lower agents) and other management Function.
2. Through the DRP system, any store can check inventory, issue orders and track the delivery process without the cost of local phone bills. Once a order is issued to the company, the relevant departments of the credit management will issue an invoice in the same way as the processing through fax, email or telephone.
3. Through the DRP system, any agent can grasp the status of its own inventory distribution, logistics distribution and real -time sales monitoring, and can conduct online reconciliation and settlement accounts with Jinlilai headquarters. In this way, agents can monitor the status of various documents at any time online, and operate independently under the management and monitoring of the headquarters.
4. Since the DRP system has a good interface, it can be seamlessly connected to other peripheral systems such as ERP and MRPII, which in turn improves the efficiency of the informationization of the entire company.
5. Through DRP’s cashier system, specialty stores have realized sales and deposit management, which can speed up the speed of cashier, unified management funds, improve management quality, and real -time response sales. At the same time According to the current inventory replenishment form, after confirming the store or superior agent, the order is directly fed back to the headquarters of Jinli to complete the order of ordering through the system to complete the automatic replenishment process.
6, the DRP system’s simple and clear operation households abandon the handmade, paper -based operation mode. Continuing development
From a technical perspective, because the entire solution uses IBM E-BUSINESS technology, Java development tools, XML (extended marking language) data exchange format, there is no need to worry about the stability and expansion of the underlying technology. Jinli can focus on business.
From a functional perspective, after the successful application of web -based sales management, storage management, and order systems between Jinlilai headquarters and its agents and stores, the company will expand the system and will be suppliers. It also includes in the system. Fuji’s SCM system will help Jinli suppliers know the company’s raw materials. The good communication between the company and the supplier means that the supplier can participate when the raw materials need to be supplemented to complete the supplement to the raw materials.
In application perspective, Jinlilai’s DRP system can eventually evolve into a comprehensive e -commerce system. (Commercial Intelligence), etc., can also expand applications to all information terminals such as suppliers, distributors, agents, retailers, stores, logistics centers, customers, partners, etc. Expand more resources through these applications, and promote the development of the entire industry.
In summary, through the Internet -based distribution resource management system, Jinli Lai’s business management can reach three unity, that is, the unity of rapid expansion and effective management, the unity of cross -regional networks and real -time control, scale benefits and intensive management Unity. The information system of Jinlilai will be able to be able to fulfill and fully support the high -speed, healthy, and large -scale development and rapid expansion of Jinlilai. Jinlilai (China) Clothing Leather Co., Ltd. is a joint venture opened by Jinlilai Group in China. Its turnover accounts for 82%of the Group’s total turnover. The company is mainly engaged in the business and sales of men’s clothing and clothing, which is dominated by the Jinlilai brand, and has successfully established a golden signboard. Its products include nearly 100 categories and more than 2,000 products. Last year, the company began to develop its online order processing and ERP (Enterprise Resource Planning Management) system. However, the online order system and ERP system only solve the problem of the transfer of the internal resources of Jinlilai. It is impossible to communicate with nearly 800 agents and distributors throughout the country throughout the country. Jinlilai urgently needs to manage and expand the company’s existing business channels and trade partners resources.
DRP (distribution resource management) system, that is, the enterprise’s distribution network system, the purpose is to enable the enterprise to have the ability to respond quickly and supplement the inventory of orders and supply. Relying on the Internet, the system organically linked the manufacturer (or supplier) with the agent (or dealer), which can automatically handle the manufacturer (or supplier) and its agents (or dealers) all over the country. Warehousing management, sales management and ordering management. After repeated comparisons and research, Jinli chose the DRP system developed by Fuji Cyclone.
At present, by adding agents to the supply chain system, Jinlilai is expanding its original system to create a end -to -end Jinli supply chain management system. In this way, Jinli Lai paved the road for the success of its supply chain communication. At the same time, by adopting the low -cost rapid expansion strategy, the brand, goods resources, and IT system were gradually exported as the core strategic resource to the agent and its stores. Alliance, this has also established a model for the management of similar domestic enterprises. This article will explore the implementation process of Jin Lilai’s DRP. Investigation and research
The product of about hundreds of thousands of dollars in China ’s production headquarters in China’ s production headquarters in China is a sales of more than hundreds of thousands of dollars. Sales are agents all over the country instead of direct sales to end users. Therefore, Jinlilai must rely on effective communication and ordering systems to ensure that each distributor and retailers have appropriate goods inventory. Over the years, Jinlilai has always wanted to use electronic data exchange (EDI) orders and supply issues between motion processing and large distributors. However, due to the high cost and complexity of EDI, the company and distributors are daunting, especially small distributors to achieve this system. Generally, these small distributors are ordering and querying order status through fax or telephone, and understand whether the company’s inventory has the products they want.
It, Jinlilai conducted a survey to understand the needs of customers, agents/branches, and departments for the sales information system. The survey results show that the most obvious demand for agents is warehousing information, order processing progress information and order entries, while various departments and branches are most concerned about the sales of each agent.