Clothing Brands Need To Be Able To Explore The Needs That Consumers Have Not Yet Realized.

In the pformation from China to China, the sportswear in China's apparel market has been led.

The phenomenon of brand supernormal commodity inventory has cooled many of the garment enterprises that have been jealous and jealous of their fast expanding counterparts in the market competition. Those who "imitate and follow up the excellent brand mode", "enlarge the brand advocating mode", "quickly copy the successful brand mode" and expand the market way, can also be regarded as scientific marketing?

Marketing is actually a process to seize the desire of market demand and exchange interests and values with consumers in the most appropriate commodities, services, creative ideas, prices and marketing ways.

In this exchange process, if we know little about the real desire of the service object, or do not know much about it, we only need to create a demand atmosphere based on our feeling, and only by imagining the concept of creativity, we can only design the seasonal goods by following the trend, and only by the successful experience of others, we can make the way of service. It is impossible for our brand to win the favor of consumers.

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When I was a garment enterprise, I found that when many enterprises were worried about a large number of goods inventory, the "Jinyuan" brand women's clothing, which was a professional lady, was seldom worried.

This annual sales of millions of women's clothing, which has been steadily increasing at a rate of around 30% for many years, adopts a distinctive "distribution system" mode. In marketing, not only does not discount any commodity, it also allows dealers to have a certain proportion of returns.

The "Jinyuan" brand adopts such a "high and difficult coefficient action" in marketing, and the result is that there are few dealers in it.

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When revealing the secret of brand health marketing, Mao Jinhua, general manager of Jinyuan company, gave me four words: "scientific distribution", and carefully studied its connotation.

Science is the use of categories, theorems, laws and other forms of thinking to reveal the real laws of the world.

Scientific marketing, first of all, can objectively identify the consumer needs that are not met in the market, accurately define and measure the scale and profit potential of the target market, and find the most suitable market segments for the entry of enterprises and the most suitable market for the target consumer groups.

In order to make the goods allocated to the stores marketable, Jinyuan company put the scientific research on the desire of the market and the target group on the top of the brand management.

From the systematic investigation of consumers, store owners, brand franchisees and dealers, they have made a scientific analysis of the market style of similar products in the marketing environment, and from the detailed analysis of the composition, occupation, income, preferences and emotional orientation of target consumer groups, to a comprehensive analysis of the matching degree of colors, fabrics, styles and consumption needs of the commodities put into the market, from the investigation of the adaptability of the price system, commodity structure, business way and professional ladies' personality, to the analysis and study of the influence of store display, brand image and fashion culture, and scientific, detailed and concrete.

In order to know the fashion demand of target consumer groups, we should know the fashion culture of creative brands, conduct research and development of commodity design, determine the price system of products, formulate the rhythm of replenishment and so on.

The core of scientific marketing is to objectively discover the needs of the target market, create the value of satisfying the desires, and deliver the goods to the consumers with desire through effective means.

The desire of consumers is not only composed of one individual character, but also a physiological, psychological, economic, and cultural embodiment of a class and a group.

The scientific marketing of a brand must fully understand its inner desire through the behavior of consumers. We must explore the hidden needs of consumers through innovative ideas, innovative technologies and innovative product services. We must firmly grasp the consumers' cognition, preferences and constantly changing latent needs, and explore the consumption highlights of brands, and create, pmit and convey the value promised to customers, so as to satisfy and please consumers.

In the gradual development of the mature clothing market, although some enterprises rely on imitation brand management strategy, follow up the big brand marketing initiatives, take the big shop mode, event marketing, advertising bombing and other building needs atmosphere, use brand to replace the precise service for consumer demand, and get temporary expansion. But as consumers become more mature and more rational, as consumers become more and more personalized and more detailed, those enterprises that compete in the market with the concept of empty generalization, commodity homogenization, price depreciation and extensive service, will also cheer for your impetuous and shallow behavior? Will there be consumers paying more and more inventory for you?

What the market needs, what the enterprise produces is the highest level of scientific operation in the market economy. Now it seems that the ability to discover the needs that consumers have not yet realized is the real master of the market.

Because desire is the driving force for social progress.