时尚品牌营销策略三精战略---精细化 精算化 精英化（Fashion brand marketing strategy three fine strategy --- fine actuarial elite）.docVIP

时尚品牌营销策略三精战略---精细化 精算化 精英化（Fashion brand marketing strategy three fine strategy --- fine actuarial elite） First, the strategic formulation of the source: Retail actual market: 1: weak market sales trend In 2008, the global financial crisis, the big adjustment and big shock in 2009, the trend of the clothing retail market in 2010 was not optimistic. In early 2009 the state began CPI index released 5 consecutive months of negative growth showed that the retail terminal market sales prices overall decline, including FMCG, high selling goods, fashion consumer goods, such as Guangzhou textile products in 2008 2. The lowest is 5~3%, the first half of 2009 the lowest discount actually is 90 percent off, which is the original price 10% sales. The price cuts are not only low end brands, but also middle and high-end brands (even the price of luxury goods has changed a lot). Sports brand Nike, in 2008 at the end of the policy is not the price, do not accept coupons; in 2009 before the Spring Festival is not the price, but accept coupons; even in the summer of 2009 the bustling business district of the image of the store, price is 30 percent off. Many agents and distributors operate brands in department stores, while department stores promote sales and discounts. If there is no discount, there is no sale. Its consumption situation is very weak compared with that before 2008. Price discounts first impact on profits, reducing profits has become the most concern of all channels and brands. 2: profits decline, the traditional model challenges Discounts led to a decrease in operating profits and a dramatic decrease! The original retail price of clothing may be 1000 yuan, and now has dropped to 500 yuan, 600 yuan, to 50 percent off or even lower discount sales, prices significantly reduced, This led to the evolution of apparel retail channels: Almost all kinds of brand prices all dive. No matter what style and style the brand takes, it can not avoid the big dive of the retail price.