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Chinese Women’s Brand Situation
1. Chinese Women’s Industry Overview
Every time into a large department store, shopping, clothing shopping mall is the largest women’s eyes flash a ‘shadow’, they account for most of the mall’s entire floor, or even two. The last decade the development of the Chinese Women’s surprising, production, domestic sales, exports have maintained a high rate of growth and success. However, China is facing the test of women’s also very serious situation: the expansion of the total market share, profit margins from compression; women’s market, growing prosperity, accompanied by some loss of business or on the verge of loss or, worse, a loss has been achieved more than 20% and so on. Meanwhile, in China’s fashion industry, women are far short of men so strong brand effect, along with women’s brand seems to be the kind of woman born ‘charming but also weak’, whether it is positioning, channel and sale and other basics to the majority of men are far from solid.
Brand positioning duplication and neutral gear
The brand’s core values is to express the value of customer in mind to reach an interactive identity, is reason for customers to buy. While the major domestic cities, the demand for high-end women’s brands continued to increase and formed a certain scale, but the increasing number of small women’s enterprises, most of the emphasis for the brand is not enough to mimic low-grade non-creativity-based, making middle and low market oversupply. And women’s brand to compete more on price, make a fuss, making market competition into the ‘vicious cycle’. Such repetitive positioning get short-term interests, to save design costs and may temporarily avoid market risks, but were unable to distinguish between the formation and other brands of the brand style, brand personality, and even brand culture.
At the same time repeating the positioning, the market gap also exists. Focus on the risk of transition to occupy a smaller c
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