The domestic clothing market is fiercely competitive. Amoy brand, fast fashion, traditional brands and designer brands all want to stand out in the competition. As the independent women's wear brand in China, Ge Lisi and Kuangzi have opened up their respective markets through continuous efforts. What are the similarities and differences between the two brands that show women's elegance and self-confidence? Development Strategy channel Song Lisi Glory online and offline multi-channel development, online stationed in Tmall, Jingdong, Vipshop and WeChat Mall, WeChat Mall has opened a shopping area, online image advisory services, interactive game zone, daily spike surprise shopping, for customers Bringing a touch shopping experience in the true O2O era. Offline stores in hundreds of cities, carefully select the core business districts, key shopping malls and shopping malls that match the brand positioning, and eliminate the stores that do not match the company's image positioning, continuously optimize the channel quality, upgrade the stores, and upgrade the stores. Image; and launched a formal revision of the O2O sales system, open up the online and offline sales links, and promote the further development of online and offline sales. Kneeling Only the Tmall is stationed on the Kneeling Line, with a focus on offline, hundreds of physical stores have been opened under the line, and four other brands under the Anzheng Group have launched a “brand collection store†to create a new shopping experience through “exquisite familiesâ€. In the form of a shopping collection store, the combination of fashion shopping and lifestyle, to create a stylish and exquisite consumer environment and experience, to create a "home" affinity atmosphere, to meet the "family" fashion needs. Multi-brand development Song Lisi Songlisi parent company Shenzhen Ge Lisi Garment Co., Ltd. proposed to create a “high-end fashion group†in the form of “self-built + acquisitionâ€. In addition to operating its own brand, Ge Lisi and Wei Wei, it also acquired the German high-end women's brand. Laurèlâ€, the American luxury fashion brand “Ed Hardyâ€, and completed the global holding acquisition of the French luxury designer brand “IROâ€. The introduction of external brands will bring new brand promotion and channels to the main brand. And customer resources to achieve synergy between brands, thereby enhancing the company's profitability and competitiveness in the apparel market as a whole, enhancing the company's control in the high fashion field. Kneeling At present, Anzheng Fashion Group owns 5 brands of JZ Zhuangzi, IMM Yinmo, Anzheng Menswear, MOISSAC Mosak and Fiona Morning. Different brands can share resources in channel and brand promotion, thus enhancing brand awareness and Competitiveness. client Song Lisi: Enhance customer stickiness Coriolis publishes an internationally acclaimed image blockbuster and broadcasts it on high-screen outdoor screens and advertisements. During this period, it conducts innovative store marketing activities to provide VIP customers with participatory experience activities to promote consumption. And to enhance the customer's goodwill towards the songs brand, the number of active VIPs in direct-operated stores has increased significantly, and customer stickiness has improved significantly. Kneeling: Customer management, customer-focused JZ Qizi regards customers as the core assets of the company, emphasizing the interaction between the brand and the customers, and constantly improving the products and services to meet the needs of customers. Through the establishment of a complete CRM customer relationship management system, the company is brand-oriented, customer-focused, flexible multi-channel interaction, and differentiated value-added services for VIP customers, truly transforming customer-oriented enterprises. product comparison Song Lisi Whether it's a modern jumpsuit or an elegant dress, Gloria always creates an elegant image of tradition and modernity for confident, independent, intelligent and intelligent urban women. Kneeling Kneeling uses the color of the prints, patterns, comfortable fabrics, and novel matching methods to meet the demands of urban women to show their individuality. Consumer property Judging from the characteristics of the crowd, the main consumers of Gloria and Knee are women aged 20-39, indicating that the positioning of these two brands is relatively clear, and the concept of elegance and self-confidence of the two brands is also deeply affected by this. The favor of consumers of the age group. Search trend Judging from the Baidu search index, the search volume of consumers for Kneeling is higher than that of Coriolis. The search index of Gloria has a peak around June 24, because it was released on the same day. The proposal of the asset restructuring to continue to suspend the brand has aroused the concern of consumers. In general, consumers pay more attention to the position of the company, and Ge Lisi should carry out brand promotion on the basis of brand acquisition to improve consumers' attention to the brand. . Consumer evaluation From the point of view of lyricism, consumers are generally satisfied with the two brands, Ge Lisi and Kuangzi. Consumers are not only concerned about its clothing products, but also its news of acquiring other brands. Consumers' focus on Kneeling is mainly on products, quality, comfort, etc., indicating that Kneeling's clothing products are still very satisfying to consumers. From the topic attribute point of view, consumers are most concerned about these two brands are their products, and the evaluation of the products are very good, indicating that the products of Kneeling and Gloria have won the hearts of consumers, but from the topic According to the attitude map, consumers' evaluation of the price perceptions of Kneeling and Gloria are very poor, indicating that consumers are not satisfied with the prices of these two brands, and it is also obvious from the negative evaluation that consumers are expensive and not The evaluation of the value of this value shows that both brands have problems with low cost performance and should be changed. In addition, we can see that the channel evaluation of Kneeling is lower than that of Coriolis, indicating that the online channel of Kneezi is not perfect. The current online channel of Kneezi is only the Tmall flagship store, and the online channel of Gucci is Tmall. Jingdong, Vipshop, WeChat Mall, Kneeling should constantly improve its sales channels to attract more consumers. Consumers are most concerned about the quality of products. From the attitude of product attributes, consumers can still be satisfied with the quality of products of Kneeling and Gloria, indicating that these two brands are very focused on product quality, and the appearance, size, The evaluation of packaging is also very good, but the functional evaluation is the worst, indicating that the two brands of clothing are not very wearable, beautiful, good quality, but not really wear, kneeling and songs In terms of the actual wearability of the clothes, it is necessary to strengthen the clothes. If the clothes are not good to wear, it is not conducive to attracting repeat customers. Conclusion: As the leader of the domestic women's wear brand, Gloria and Kneeling have achieved good results in the fierce market competition, but the two brands have room for improvement and should be further improved to promote the long-term development of the brand. Raffia Braid Hats,Raffia Curly Brim Hat,Ladies Holiday Hats,Small Outdoor Hat SHAOXING YONGJING FASHION HATS & ACCESSORY CO.,LTD. , https://www.yongjingchurchhat.com
