Hang Men's Men's "Sketch" Positive Price Strategy

Jiangnan clothing sketching brand

In the first half of this year, garment enterprises spread with an “inventory crisis”. Along with the overall external economic situation is not optimistic, the garment industry “steamed mustard porridge on rice porridge” is gloomy.

In the weak city, there is such a wonderful work that is the “sketches” of the men's brand of the Hangzhou School Women's Clothing. There is no large area of ​​advertising, there is no popular star to do brand endorsements, but it is not a sketch in the mountains, not to become a dark horse in the domestic men's wear industry. For two consecutive years in 2010 and 2011, the increase in retail sales in China was more than 100%, and the single store operating revenue increased by 30% year-on-year.

"In the first half of this year, our national sales increased by 36% compared to the same period of last year." "Sketch" sales director Wu Hao attributed the results to a fixed customer base, although it is a new brand, new consumer groups excavated - "Mensao male" is very loyal.

Tide money caged live "Mensao male"

Two thousand people spend 20,000 or more at a time

“I have always liked this brand of clothes, and will always buy two pieces each season.” In the eyes of friends, Xiao Su, who is a tidal boy, went to the “Sketches” store on the Hangzhou Stadium yesterday to pick clothes.

In the big men's wear market, how can an Hangzhou-made menswear brand hold its customers' hearts and wallets firmly? Wu Hao told reporters that “sketches” to “enjoy” is a new group that they have dug out: the pursuit of individuality, a keen sense of fashion, and a low-key display of taste. They are “literary youth” and Mensao men. They are niche. , but the brand is highly loyal.

“Stable customers have contributed to the sales performance in the first half of this year.” Wu Hao said that at present, there are more than 2,000 Platinum Card customers who have spent more than 20,000 RMB on a one-off basis. Tens of thousands of customers. In terms of sales strategy, “sketches” also have innovations. The detailed database makes them very “intimate”: the company will judge the preference style according to the customer’s consumption records. After the arrival of the new products, the company will inform each other in a targeted manner.

Wu Hao admits that this consumer group is very picky and cannot be fooled. “Every year 600 new products are introduced, and other brands will draw inspiration from street shooting and apparel presentations. We cannot do this and we must be original.” The brand was started with a group of young designers, the youngest ones. Only 23 years old. "This is a young brand." Wu Hao constantly stressed this point. At present, the scale of the designer team has been expanded to 15 people. The members are still young and lively. The average age is under 30. Creative inspiration and the power of fashion can all be reflected in the products.

"Neither lack of indiscriminateness" nor "normal price strategy"

Helping businesses to be less impacted

Recently, nearly 300 square meters of "Shoucheng" West City Plaza opened its stores, and so far it has "stamped" 113 stores in China, including five in Hangzhou. And it is not in a hurry to expand its "enclosures," and now accounts for 60% of franchise stores. "Our mainstay is rather untroubled, so that we have not suffered a major impact in the crisis." Sketching has rigorous data analysis for each agent, and even "unannounced visits" to find out, "We will understand their sales skills, customer reception, Understanding of the market.” Only through rigorous assessment can an agent be acquired, which will first eliminate some agents with weaker risk resistance.

Discounts, which are the usual means of promotion in the apparel industry in recent years. Without discounting the price strategy, making "shorthand" become an alternative in the industry, it can be favored by this set, very popular with the consumer group.

“The regular price strategy makes our products not so much bubble stuff inside.” Wu Hao told reporters that the brand was implemented in different cities in the initial implementation of different sales strategies, some discount some of the regular sales, but the embarrassment is that the earliest implementation The "Performance Strategy" has the best store performance. "Our survey found that this is related to the customer's consumer psychology, discounting reduces the brand's recognition, and the profit sharing strategy is not pleasing, and it attracts the low loyalty of this part of consumer groups."

It is understood that in 2008, “Sketch” walked on two legs and expanded overseas markets. Now it has opened stores in Canada, New Zealand, Russia, Thailand and other places, and next year they will also settle in Japan and France.

News background

Clothing companies encounter cold snaps

84 listed companies have a total inventory of RMB 80.8 billion

After the financial tsunami, it met the European debt crisis. For domestic apparel companies, they feel "stressed" since last year.

Some clothing apparel industry association research report pointed out: Clothing companies have entered the "warm boiled frog" dilemma. There are indications that 2012 may be a harsh winter for China's manufacturing industry than it was in 2008.

After the brief glory in the first half of the year, orders fell sharply, inventory pressure was huge, labor costs rose, the appreciation of the renminbi, fluctuations in raw material prices, and the increase in loan interest rates. The superposition of various unfavorable factors caused many companies in China to be forced to cut production or even stop production. The impact of this stock crisis is very wide. Zhejiang Shaoxing, Quzhou and Huzhou textile and apparel companies stated that various factors such as rising labor costs, appreciation of the renminbi, fluctuations in raw material prices, and increase in financial expenses have caused many companies to fall into the trap. Dilemma. Among them, the impact of rising labor costs is the highest, and some companies have achieved a 20% increase in employee wages over the year. Many companies are caught in a "mirror whirlpool."

In 2012, garment companies encountered a “stock war”. Some big players in the industry, such as Smith Barney, Van Gogh, Senma, and Haicang’s home, all rushed into the market. Some small and medium-sized factories that do OEM have even appeared “sell”. Flush statistics show that in 2011, the total inventory of 84 listed companies in the textile, clothing and fur industries reached 7.08 billion yuan, an increase of 25% from the 56.742 billion yuan in 2010.

For garments belonging to FMCG products, the goods in the off-season will continue to depreciate. "The goods that were sold three years ago are basically floor prices," said the person in charge of a clothing company.

According to industry insiders, garment companies cannot be blindly transformed and immersively develop their own brands and markets, which will enter a more disorderly and vicious competition. Every company must learn one thing: survival first and life insurance is important. Keep your life and consider domestic demand.