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Clothing "hanger Marketing": Essays Class Bigger Market
Hanger, a commodity that people are too familiar, but the number of brands in this industry are few. Minority of consumer age, the company ushered in a hanger golden opportunity to build brand, the Chinese hanger companies how to grasp the opportunity to embark on a road of their own differences?
Marginal profit in the face of constantly rising prices of raw materials, new employment policies have led to increased costs of human resources, customers continue to put pressure on foreign trade, China's foundry enterprises feel the pressure increasing. Despite the increase in "Made in China" a loud voice capacity, but Chinese brands to the world why it is so difficult? Because many industries in China there is a strange phenomenon, thousands of companies are pegged to a single volume a wide range of mass market, crowded in the single-plank bridge on the dilemma, hanger industry, too. Minority of consumers age, welcome to corporate brand hanger golden opportunity. Follow a road of their own differences, so the brand to become a preferred minority consumer groups, this is the hanger business the only way to achieve brand strategy.
Insight into the evolution of the market focusing on strategic positioning
Tips changes in market conditions also led to changes in the competitive landscape of the industry, racks can not only stay in business to provide products, but also need to clearly tell the target consumers, their products will provide customers with what unique value.
The past success of the Chinese hanger manufacturers basically rely on two strategies, one copy of product design, small business selling any products that the market would follow the products of large enterprises do, do not do market research, design and development, channel development and brand promotion, only part of the cost of production; 2 is a low price to hire and use of staff overtime to reflect the cost advantage. Rise in labor costs, increased environmental protection requirements, raw material costs, increased competition, low cost, no way to get low, low-cost strategy hanger manufacturers will go the end of the day.
In the mass consumer age, the largest consumer groups are subsistence consumers and access to well-off consumers in the initial stage, even though these consumers have shaken off poverty, but still price-sensitive groups, concern is to meet life basic needs. In order to meet these consumers, businesses find ways to reduce costs, use of social homogenization of large-scale production of products to meet the needs of this population is understandable. With the development of the market environment has changed, according to media reports, China has 20 million middle class to reach the level of developed European countries (mean annual salary of 60,000 ~ 80,000 USD) for families and tens of millions of white-collar workers. The emergence of this group, which makes clear, "a small minority of the Consumer Age" to come.
Or prosperity in the relatively liberal market environment, there is no competitive advantage hanger enterprises survive and develop, if the environment changes or not satisfied with OEM profit, hanger companies should make strategic adjustments as soon as possible, select the appropriate business development strategy to concentrate its limited resources to make unremitting efforts to create a competitive advantage. The most basic function of racks on the balcony for drying clothes and buy clothes hanging in the closet, with the middle-class families in large numbers, they no longer meet the basic needs in life, more is the pursuit of quality, taste, fashion , identity, sense of belonging and so on, to find their identity and status reflect the product. That is, companies can not just stop at clothes rack to provide products, but also need to clearly tell the target consumers, their products will provide customers with what kind of unique value.
For those who want to focus on the racks in high-end enterprise market, product differentiation strategy should be chosen. Through market segmentation and target selection, to give up some of the market, focusing on some of the market in order to provide the main target market distinctive products and services, and mainstream markets to avoid direct conflict and vicious competition. Middle class in the high-end Clothing And star Hotels Consumption increased every year, racks manufacturers can adapt to consumer trends, developed on behalf of consumers, "hallmarks of success, status symbol," the coat hanger, which is not available in traditional racks. Guard hanger is a typical example of elegant design inspired by Chinese cultural elements, the structural design of racks full account of the use of different clothing requirements, selection of high-end, sophisticated manufacturing process, a price of 380 racks, well top Clothing Brand consumers, many consumers are demanding five-star hotels have to be configured in the Guard Room in brand clothes hanger, hanger Guard has become a high-end market, invisible champion.
Expect to make a difference in the company's top market, the rationale for the selection should be focused strategy. Segments in the market only after a specific target market for the provision of very unique products and services, so competition can be avoided, while you can concentrate superior forces in the context of small business, or market focus, to form a competitive advantage. Mei Ling Tai racks is the way to go, it focused on the wedding market, the design was inspired by fashion necklace and late Dress Collection, a development for the bride's six sets of Gift Hanger prices up to 8888 yuan, replacing part of the fashionable high society wedding to send packets to the traditional way, to meet the high consumer demand for innovative gifts reflected.
About the Author
I am China Manufacturers writer, reports some information about trumpet vine , dragon vase.
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