Local Brand Low Line Market Consumption Favored

January 28th, county-level cities in Hubei

"Qianjiang is only a county-level city, the level of income in the small and medium-sized cities in the country is not high, but our clothing is very good to sell, especially in the early spring festival, there is not much inventory."

A shop assistant told reporters that the sales of his store at least several million yuan a year, profitability is good.

This may be a microcosm of local brands in small and medium-sized cities.

International apparel market

Bold agency system

In this area, the local monks will chant chanting, especially the channel system.

Agency system is one of their survival strategies.

An industry analyst told this newspaper that the consumption ability of the second tier cities is strong, and domestic and foreign brands are rushing to enter and compete fiercely.

The local brand is like a large wholesaler, through the provincial generation, the company system and other ways, the pieces will fall in the second tier city's sub prosperous area or three or four line city.

International brands often face high levels of domestic agents. They will set up various kinds of rules and regulations.

But they are more compatible with agents.

These people admitted that international brands did not really find the value of domestic agents.

As a matter of fact, the three or four line urban residents have less understanding of the international trend, more consumption needs, and great differences in clothing color and decoration details.

On the contrary, domestic brands are more dependent on agents.

A report by Wang Wei, an analyst with China Merchants Securities, shows that more than 70% of the revenue of seven wolves is from franchising channels, and the scope of company services is gradually sinking from agents.

The above Huang employees are also representatives of franchisees.

He has attended a company's headquarters meeting.

He said that every order will be a product discussion, which products need improvement and what needs to be maintained, which will be a great asset for headquarters product renewal.

In addition, in order to enhance the confidence of agents and dealers, brand enterprises will provide funds, store display and other support.

Under this kind of cooperation, the brand business promotes brand image promotion and promotion by means of agent popularity, contacts and storefront resources.

At the same time, agents undertake downstream management, and brand operators can turn their hands to integrate upstream and downstream to improve product lines.

In addition, the layout of three or four line city stores has cost advantages.

These cities are relatively low in rent and labor costs, and the urban area is small and business circle is relatively concentrated. Urban residents are accustomed to shopping in fixed places, which helps to cultivate customer loyalty.

Behind the layout of sales outlets, local brands are more flexible and flexible.

The above analysts said that the positioning of high-end international brands and well-known brands for advertising, activities venues, ways of demanding more stringent, high-end people's efforts are limited.

On the contrary, local brands blossom in full blossom.

Every year, CCTV will conduct an advertising bidding in Fujian Province, among which clothing brand enterprises are the key tenders.

Because many enterprises in Fujian, including garment enterprises, mostly choose CCTV for advertising.

For regional operation, all kinds of brand enterprises will give support.

Minnan men's wear development commissioner often said, "regional advertising high support, monopoly shelves 100% return."

Under this policy, there are more forms of regional advertising, and the proportion of clothing brands has always been higher in the media, TV media and even urban outdoor billboards.

However, in the past two or three years, the marketing mode of advertising has been gradually weakened.

Because local brands are gradually moving closer to foreign brands, some companies outsource production and logistics, focusing on design and marketing.

Many brands have completed the pition from single products such as "jacket experts" and "trousers experts" to diversified product lines.

Many brands started by men's clothing have gradually developed women's clothing and children's wear series, and the brand's segmentation in the sense of design is closer to the personalized clothes that can attract the "90's".

Soil

The consumption power of the three or four line and the rural market is gradually being released.

Take ordinary rural families as an example, its annual income is about 2 times more than that of 2005.

Statistics show that the per capita income of small and medium-sized cities has increased significantly higher than the national average.

The process of urbanization and urbanization in China has created opportunities for growth.

Over the past 10 years, small and medium-sized cities have been ushering in a new round of development. The urban area, population and per capita income are improving, infrastructure is also improving significantly, and the social security system is improving, and the purchasing power of the market will be further released.

"Every year, the growth rate of our store is in 2 figures."

Huang said that before, the main force of consumption was mainly private entrepreneurs and public service personnel. Now ordinary people have joined in.

Especially the "80, 90" young people.

Their passion for brand is much higher than that of their parents.

Local brands have been operating for more than 10 years, and their loyalty has been cultivated.

Many international brands have not yet come in, and the unit price which is often more than 1000 yuan has isolated their cognition, prompting them to prefer local brands.