Answer: Canada s Black Five 202 1 Yes: 2021KLOC-0/65438+1October 26th.
Thanksgiving Day in the United States (and Canada) is the last Thursday in June every year165438+1October, and the second day of Thanksgiving Day is Black Friday. Next, we look at the calendar and know that 2021165438+1October 26th is Black Friday this year.
one
Generally speaking, the black five discount in physical stores will be larger than that on the Internet. Queuing in front of 12 store has become a habit and fun for Americans. Punch in the dark to grab cheap and good goods.
Cyber Monday is the Monday after Black Friday. With the increasing convenience and popularity of online shopping, Cyber Monday came into being. Merchants will give good discounts on this day to stimulate consumption, so online sales will surge, which is the peak of online shopping in a year!
According to the forecast, affected by the epidemic, a large number of consumers will choose to avoid offline shopping, so the attention of online shopping has soared this year. It is estimated that during the six-week key consumption period from Thanksgiving to Christmas, the passenger flow of retail stores will be reduced by 22%-25% compared with the same period of last year.
Like Messi in the United States, many brands were forced to change their marketing strategies and means this year.
: 2. Messi discount store
1. Since the reform and opening up more than 20 years ago, China's American clothing industry has developed rapidly, ranking first in the world in terms of export volume and foreign exchange earning, accounting for 20% of the global clothing market share, becoming the largest clothing producer in the world, producing nearly10 billion pieces of clothing every year, of which more than 50% are exported to foreign markets. According to customs statistics, during the period of1-1in 2003, the accumulated export of clothing and clothing accessories was 46.93 billion US dollars, up by 25.25438+0% year-on-year. Among them, the export of woven clothing and accessories was 20.682 billion US dollars, a year-on-year increase of 20.24%; The export of knitted garments and accessories was US$ 65,438++0.6 1.8 billion, up 26.62% year-on-year. According to the statistics of China National Business Information Center, as of June 2003 165438+ 10, the total sales of clothing products of key large retail enterprises in China reached 35.82 billion yuan, up 22.3% year-on-year. * * * Clothing sales186.64 million pieces, up 8.6% year-on-year.
With the rapid development of China's clothing industry, after China joined the WTO, more than 50,000 enterprises have entered the clothing industry, and the number of clothing brands has exploded. The large-scale entry of foreign second-tier brands into China has brought the American clothing brand market in China into a new era of increasingly fierce competition, internationalization and diversification. Domestic enterprises and brands are faced with the realistic problem of how to reposition and integrate resources. The development experience of world-famous brands warns us that it is the only choice for most garment enterprises in China to compete with them at home, take the road of specialization, vigorously develop local competitive advantages, build national brands of China garment enterprises, seize market opportunities and stand out in the industry. The purpose of this scheme is to grasp the consumer psychology, help Celia's new clothing products to establish a brand image, improve their popularity, and cooperate with marketing strategies to achieve excellent sales results.
Second, the model and development of women's clothing enterprises
It is necessary to analyze the development status of women in women's pattern clothing production enterprises by analyzing the women's clothing market and consumption trends in detail. The main consumers of American S-brand clothing are women's S-brand clothing, because these are Celia clothing enterprises, the brand image of new products is established, the popularity is improved, and the sales effect of marketing strategy is excellent.
1) analysis of domestic women's clothing enterprises
Clothing industry is one of the fastest growing industries in China, which has maintained a rapid growth in the past twenty years. At present, there are more than 50,000 garment manufacturing enterprises in China, with the total output ranking first in the world, accounting for 20% of the world.
In the fierce market competition, the pattern of women's wear in China garment manufacturing enterprises has also undergone profound changes. At present, China's large and medium-sized women's wear manufacturing enterprises can be divided into three categories: one is those enterprises with exquisite processing technology, but most of them are engaged in OEM production. These enterprises mainly earn processing costs, rarely establish their own brands, or want to establish their own well-known brands, but due to the constraints of logistics environment, market development ability, R&D ability and other factors, they cannot achieve it. D and the production level of supporting fabrics. The market environment faced by such enterprises is that the advantages of domestic low-cost labor resources are gradually weakening, processing costs are reduced and profits are getting thinner and thinner; The other is a well-known enterprise with first-line brands in the domestic market. After years of development, these enterprises have established mature brands and channels and firmly occupied the sales share in the domestic market. The problems of these enterprises are that the design level is far from the international level, the brand connotation is superficial, the channels are complicated, the management cost is increased, new fabrics are imported and the production cost is high. At the same time, due to the constant influx of foreign brands of the same grade since China, these foreign brands have absolute competitive advantages in price and brand strength. When the national import tariffs are completely liberalized in the next few years, the future course depends on the development direction and reform intensity of enterprises; Domestic third-rate enterprises have created most second-rate brands in the domestic market. Due to the gap between their scale and strength and domestic large enterprises, as well as the monopoly of foreign brands in the high-end market and the situation that the mid-end market is occupied by domestic first-line brands and foreign middle-priced brands, these enterprises are struggling in the remaining market without the advantages of core factors to promote their development.
The present situation of women's wear production enterprises in China also provides women's wear production enterprises with logistics environment, market development ability and design level, and has the ability to support the supply of fabrics, with huge development space and strong development momentum.
2) The current situation of women's development in American clothing industry
It is a woman's nature to love beauty. Sustained economic growth has greatly increased the number of women and brought new growth space for women's development. According to the statistics of China National Business Information Center, from June 5,438+10 to June 5,438+065,438+10, 2003, 50160,000 pieces of American women's clothing were sold in major retail stores across the country, up 8.5% year-on-year. Women's clothing sales account for 27% of all clothing sales, and the sales ratio still ranks first among all kinds of clothing brands.
Judging from the current development of domestic women's wear industry, it has the following characteristics:
(1) has outstanding regional characteristics.
After years of development, women's wear has gradually formed several major factions in China, such as Hangzhou School, Guangdong School, Shanghai School, Fujian School and South Korea School. Each faction has its own characteristics and achievements, so the regional characteristics are very obvious. For example, women's wear in Hangzhou has a strong cultural atmosphere of Jiangnan water town; Because Guangdong School is close to Hong Kong and Macao, it has a strong sense of fashion; The Han school is characterized by bright colors. Every place has its own distinctive features. After the local brands formed a certain climate, they began to enter the target cities.
(2) actively seek personality development.
Modern consumers pay more attention to individuality and pursue their own style. Clothing is a well-deserved external display of women in China, and has become the mainstream fashion clothing. Among them, color and style can best express people's personality, so for women and American clothing manufacturers, color matching and style personalization have become key factors. Women's demand for personalized clothing is getting higher and higher, and women's clothing enterprises also realize that in order to better develop themselves and occupy a place in the fierce market competition, they need to face the market requirements and meet the requirements of C.
Europe and America are the world's largest clothing import areas, and also one of China's major export markets. In Europe and America, all kinds of China women can often see S's clothes in Wal-Mart, Kmart, Taji and other large supermarkets, as well as specialty stores and discount stores all over the streets. Even in Macy's, known as the world's largest department store, some expensive women's clothes are marked with GT made in China; China enterprises enter the European and American markets with high quality and cheap clothing. From the Magic Clothing Exhibition, CPD Clothing Exhibition, new york International Fabric Exhibition and new york International Women's American Clothing Expo, China women also made positive comments on European and American clothing. The area of s34th Street and 5-8 Road in Manhattan is called Fashion District, which will not only gather a large number of clothing importers, wholesalers and retailers, but also gather some clothing display, trading and logistics centers. China garment enterprises such as China Textile North America, Jiangsu Shuntian, Hodo Group Co.,Ltd. Co., Ltd. and Jiang Mei have also set up bases for you.
(5) The comparative advantage of labor force is lasting.
The comparative advantage of China's low labor force has been fully exerted in the clothing industry, so the clothing industry is one of the most internationally competitive industries in China. According to relevant data, in 2000, the hourly wage of American textile and clothing industry in China was 0.69 US dollars, ranking 48th in the world, equivalent to 1/37 in Japan, 1/20 in the United States and Western Europe, and 1/8 in South Korea. Compared with other developing countries, the advantage of labor cost is not obvious, but the comprehensive quality of textile workers in China is far superior to them in labor skills, diligence and organizational discipline. In particular, the labor advantage in the central and western regions is far from being released. With the development of the western region, China's labor advantage will provide a steady stream of power for clothing export. Therefore, at least in the next decade, under the premise of equal competition, with low production costs and skilled labor skills, China woman China's clothing industry will have considerable international competitiveness.
Looking at the current situation of women in China's clothing industry, it is not difficult to see that women's clothing has broad prospects and huge development space in China.
Thirdly, analyze the market and consumption trend of women's brand clothing.
(1) women's market analysis s brand clothing
After years of development, women's clothing in China has basically met women's clothing needs, but young women's clothing is more personalized, while modern consumers pay attention to individuality and pursue self-style and perfection. Female consumers of all ages have higher and higher requirements for branded clothing, which leads to market differentiation. Consumers of different ages, economic status and cultural backgrounds need different clothes. At present, China lacks personalized clothing suitable for all ages, such as the elderly and middle-aged people. Many consumers often can't buy suitable clothes. According to the market clips in recent years, the top ten women's clothing brands in the United States mainly share the S clothes of young women, and the size, color and style are not suitable for old, middle-aged and elderly women.
Similarly, the current American clothing market is not dispensable for middle-aged and elderly people in China. Because the clothing market for the elderly is too monotonous, some middle-aged and elderly people can't buy suitable clothes in the market, so they have to go to a tailor's shop for customization, which greatly prolongs the time to buy clothes. With the arrival of the new century, China's population over 65 has reached more than 93.77 million, and will enter an aging society. Clothing enterprises must pay attention to this huge potential market.
(2) Analysis of consumption trends
Judging from the trend of women in recent years, the consumption of American brand clothing will change to personalization, leisure, diversification, fashion and branding. Especially for white-collar workers with a certain economic foundation and consumption taste, they prefer brand clothes with personality, leisure temperament (such as the change from professional clothes to casual professional clothes), fashion and certain popularity. Therefore, there will be two trends in the consumer market in a certain period of time: one is that the sales of high-end internationally renowned brands will increase; The other is a low-end scam.
In terms of style, the future consumption of women's clothing will be natural, comfortable and romantic, while taking into account simplicity, generosity and affordability. As far as texture is concerned, the proportion of pure fashion clothes will be higher, and pure wool, pure cotton, pure linen and even pure silk will be more popular. Clothing made of natural materials, with a little processing, will be very popular with consumers.
Four. Female consumers analyze S-brand clothing
(1) consumer analysis:
Living with the people and entering a well-off society, the demand for clothing by urban and rural residents has further increased, and the consumption structure has also undergone great changes: three different social levels of consumer groups have been formed:
A) consumer groups of brand-name clothing:
This class includes employees of foreign companies, famous entertainers, self-employed, farmers and entrepreneurs, senior staff of foreign-related institutions, financial people and so on. It accounts for about 0.6 1% of the total population, and consumption accounts for 3%.
B) the middle-grade clothing consumption layer.
This level is mainly urban working-class and rural surplus families, accounting for about 60% of urban population and 20% of rural population;
C) low-grade clothing consumption layer.
Mainly urban low-income people, unemployed people and rural population, accounting for about 25% of the urban population and 60% of the rural population.
(2) Analysis of consumers of different ages.
After years of development, women's clothing in China has basically met women's clothing needs, but young women's clothing is more personalized, while modern consumers pay attention to individuality and pursue self-style and perfection. Female consumers of all ages have higher and higher requirements for branded clothing, which leads to market differentiation. Consumers of different ages, economic status and cultural backgrounds need different clothes.
There are mainly the following three age groups of consumers:
A) Girls aged 65-438:
Consumers in this age group, mainly students and people who have just started social work, are mostly financially independent or completely independent. This group of people's pursuit of clothing standards is mainly fashion and novelty, and they are the fastest group to change clothes. They have a certain understanding of brands, but most of them are unable to buy brand-name clothes. They are potential consumers of branded clothing.
B) Young people and middle-aged women aged 25-45;
Consumers in this age group, who have worked or worked for many years, have a certain economic foundation and cultural literacy, emphasize the quality of life and pay attention to the taste of life. They think that clothing is a symbol of personal taste and status, so they have higher requirements for it. This group of people is the main consumer group of brand clothing;
C) Middle-aged and elderly women over c)46 years old:
Consumers in this age group are not dominant in social and economic activities, their economic income is in the stage of recession or stagnation, and their requirements for clothing are not high or too high, so they are not the dominant consumers of brand clothing.
(3) Analysis of consumers in different regions
According to relevant data, the per capita clothing consumption in North China and East China is 920 yuan and 790 yuan respectively, which is higher than the national average of 52 1 yuan. Among them, Beijing, Shanghai and Guangzhou have the highest per capita clothing consumption capacity. The per capita clothing consumption of the United States in Shanghai reached 1.587 yuan, and that of Beijing was 1.387 yuan. The per capita clothing expenditure of urban households accounts for about 10% of the total expenditure, while that of rural households accounts for about 6% of the total expenditure.
From the above analysis, it can be concluded that young and middle-aged white-collar women aged 25-45 in large and medium-sized cities in economically developed areas belong to the main consumer groups of brand clothing.
Verb (abbreviation of verb) clothing market summary
Based on the analysis in the second, third and fourth sections above, the following conclusions are drawn:
1) Women's S brand clothing manufacturing enterprises with logistics environment, market development ability, design level and supporting fabric supply have huge development space and strong development momentum;
2) Due to the strong regional color of domestic women's clothing brands, none of them can form scale and influence in the whole country. Therefore, whoever can fill the blank of this brand in time will win the world brand clothing of domestic women and have the conditions to compete with similar clothing of famous foreign brands;
3) Because of the brand
4) Young and middle-aged white-collar women aged 25-45 in large and medium-sized cities in economically developed areas belong to the main consumer groups of branded clothing;
5) The sales volume of high-end internationally renowned brands will increase, and the middle and low-grade consumption will gradually change to the middle-grade consumption;
6); Environmental protection of high-tech products comes from nature, which is a major trend of high consumption in the future;
7) In the future, women's wear consumption in the United States will change to a natural, comfortable and romantic direction, while giving consideration to simplicity, generosity and benefits.
An analysis of intransitive verbs of domestic female brands: American clothing market (competitor analysis)
After years of development, women's wear has gradually formed several schools with distinctive regional characteristics in China, such as Han School, Hangzhou School, Guangdong School, Beijing School and Shanghai School. Each faction has its own characteristics, such as the dresses worn by women in Hangzhou, which have a strong cultural atmosphere of Jiangnan water town. Because Guangdong School is close to Hong Kong and Macao, it has a strong sense of fashion; The Han school is characterized by bright colors. Every place has its own distinctive features. After the local brands formed a certain climate, they all began to enter the target cities. But up to now, the market share of each brand is not much different, and none of them can form scale and influence in the whole country.
In the mid-1990s, women's dresses in Han style quickly became the mainstream fashion for women. American clothing is famous for its colorful, formal and professional casual wear in China. However, with the rise of South and North women, South Korean women's S-wear has gradually lost its leading position in China, and now it is difficult to find the popular clothing of Wuhan, a brand representing women, in the shopping malls of many big cities in China.
In view of the faction division of women in China, it is undoubtedly not comprehensive and objective to analyze only one brand without brand faction in the clothing industry. The growth of any brand is inseparable from the regional industry environment. Therefore, the representative brands of Hangzhou School, Guangdong School and Beijing School, which are in the leading position among women, find out what they can learn from the operation of Siliya brand through the analysis of the American clothing market.
(1) Hangpai women's dress
There are Jiangnan Buyi, Eternal Woman, Ancient Wood Evening Sheep, Romantic Style, Blue Love, Incense, Tea, Last Romance, Women's Diary, Romance, Autumn Water and Yiren as the leaders. The top ten brands of Hangzhou School, relying on Hangzhou's cultural heritage, regional advantages and enterprise's own advantages, take fashion as the purpose, and lead a group of Hangzhou women's clothing brands with Jiangnan characteristics out of regional limitations.
1. Analysis of Top Ten Women's Wear Brands in Hangzhou Schools
(1) Buyi people in the south of the Yangtze River
Brand: romantic, natural and rich.
Brand: a kind of advocating nature and pursuing perfection. The idea of combining deep feeling with nature.
Positioning: urban intellectual women who focus on or advocate a natural, healthy and perfect lifestyle. Rich design language is a major feature of Jiangnan fabric, and branches, leaves and flowers become symbolic decorative patterns.
Consumers: urban young intellectual women aged 20-35.
Color positioning: the pursuit of calm and elegant environmental protection color as the basic color system, decorated with popular bright colors. Elegant colors are not just fashionable, but always fashionable.
Fabric selection: use pure natural cotton, linen, silk and wool fabrics to interpret and return to nature.
Series: there are three brands: JNBY, amoeba comb, millet and wheat.
Other accessories: Based on the lifestyle of major consumer groups, the products designed and developed include household appliances such as clothing, shoes, bags, hats and scarves.
Marketing model: CIS image recognition system is fully introduced, and the franchise model is adopted, with more than 300 franchise stores nationwide.
(2) Forever woman
Series: Forever Woman amp#039; [Female name] Vera
Gu mu Xi yang
Brand: Avant-garde includes conservatism, which embodies a restrained, impressionist and narrative style without adding unnecessary decoration.
Design concept: integrate personality into the environment, emphasize metaphor and create touching physical and mental experience.
Origin: A story. Many years ago, in my hometown, four teenagers liked to chat. One afternoon, it was summer and it was near dusk. When they meet and grow up, remember to care about each other because they can't see the future clearly. That agreement is called Gu, Mu, Yang, and is taken from the names of four people.
Marketing mode: Franchise chains cooperate with shopping malls in the form of specialty stores and counters, and have established more than 200 specialty stores (counters) throughout the country.
(4) Romance.
Brand positioning: This dress suitable for casual women has a strong pastoral flavor.
Color selection: brown series close to nature.
Fabric selection: cotton, linen, knitwear
Marketing model: It is the first clothing brand in Hangzhou to put forward the concept of academic school and introduce the franchise chain model, which has achieved great success. The annual sales amount to more than 60 million yuan. Since 1998, branches or offices have been established in the United States, South Korea, Austria and other places.
Brand: the astringency of wormwood lily, the tenderness of roses, the mysterious and leisurely woman who blends sandalwood, stepping on the ups and downs of music, her arms are full of romantic life in Europe.
(5) Blue Love
Brand positioning: an American clothing brand that emphasizes individuality in high-end women's wear.
Consumer: White-collar women aged 25-35.
Style: A dress with professional women's personality, simple and generous, simple and bright lines, slim and fit version, exquisite workmanship, which embodies the elegant temperament, grace and strategic confidence of fashionable women in 2 1 century.
Brand structure: it is mainly composed of single product series and related color systems, which constitutes the continuity of goods throughout the season.
Operating conditions: Blue Love brand has more than 50 direct stores in major shopping malls across the country. Moreover, franchise dealers are spread all ov that country, and a perfect sales network has been established.
(6) incense
Series: The main brands have two registered brands: Xiang and Xiang Fengege.
Consumers: urban professional women aged 20-35,
Design: pay attention to nature, dignity and beauty, and at the same time have some just-right leisure changes. The lines are simple, generous and decent, and the shape is slender and beautiful, which not only shows the maturity of urban professional women, but also looks fresh and lively.
Color: The choice of fabric is mainly black, gray and white, supplemented by lavender, pink, blue and yellow, which is full of natural aura and vitality.
Sales performance: Sales outlets are all over the country.
(7) tea
Brand positioning: the pursuit of perfect life among middle and high-grade women's wear.
Style: simple, elegant and romantic.
Product name: The word "tea" comes from Bai Juyi's poem "Tea Jin Zan Persimmon". This is when Bai Juyi, a great poet, was a satrap in Hangzhou, praising Hangzhou female craftsmen for weaving beautiful silk with persimmon flowers.
Brand: Combining the trend of the new era and inheriting the traditional culture of Hangzhou, the English name Hope Show Tea is a kind of hope and display, which indicates the bright future of tea brands.
Marketing scale: Modern women's wear enterprises with an annual output of more than 700,000 pieces have set up more than 200 specialty stores and counters in large and medium-sized cities across the country, and their retail networks are all over Beijing, Changchun, Shenyang, Dalian, Qingdao, Jinan, Chengdu, Guiyang, Kunming, Wuhan, Nanchang, Fuzhou and Haikou.
(8) The last romance
Brand positioning: Popular leisure professional women are American clothing brands integrating leisure and fashion.
Design concept: people-oriented, creating a two-way blend of consumers and designers,
Brand: The leading products are G-days brand casual clothes, accessories and other clothing products.
Marketing scale: There are more than 160 chain stores in large and medium-sized cities in China.
In 2003, we launched four themed costumes: colorful, persistent, Scorpio, butterfly and fantasy legend.
(9) A woman's diary
Brand positioning: the fresh and sweet style of young women.
Marketing mode: adopting the franchise mode, there are more than 100 chain stores/counters in China.
(10) Qiushui Yiren
Source: Green and white dew is frost. The so-called Iraqis are on the water side. The Book of Songs
Brand positioning: poetic brand, emphasizing poetry, bringing elegant, soft and graceful charm to women.
New products in summer: more than 100 sets of works in three series: urban beauty, European style and neutral fashion. Urban beauty inherits the original style of Qiu Shui Yi people and fully shows the charm of women. European style is a bohemian style full of femininity and fashion sense; Fashion is dominated by simple and bright shirts and dresses.
New color series: A variety of color series have been introduced, including fresh and fashionable beige, mysterious Kong Quelan, dignified and elegant dark green, coffee and classic black and white series, while those jumping, ethereal and two-color reds show the charming and changeable customs of women.
Fabric selection: knitted and cotton, chiffon crepe, stretch cotton, etc. It has exquisite embroidery, printing and beautiful lace.
Operating conditions: annual growth rate of 200%, 200 1 annual output of 800,000 sets. At present, more than 350 high-end specialty stores and counters have been opened in cities across the country.
2. Advantages of Hangpai Women's Wear
First, the advantages of industrial base. Hangzhou's economic aggregate ranks second among the provincial capital cities in China, and its industrial base is relatively strong; The growth is quite vigorous, especially the textile and silk industry has always been in an important position in China.
Second, the advantages of enterprise groups. According to incomplete statistics, there are currently more than 1000 women in Hangzhou garment manufacturing enterprises; A relatively large industrial cluster has been formed, and the number of garment production and operation enterprises ranks first among major garment cities in China.
The third is the market advantage. Hangzhou is an important distribution center for commodities and production factors in East China, with a strong regional business platform. Among them, clothing sales account for a large share. Four Seasons Clothing Market is one of the largest clothing distribution centers in China, with an annual turnover of nearly 654.38+000 billion yuan, covering major large and medium-sized cities in China, with thousands of sales outlets all over the country.
The fourth is the talent advantage. Hangzhou is the cradle of fashion design talents in China. China Academy of Fine Arts, Zhejiang Institute of Technology and other universities train nearly 1,000 garment talents every year; Five of the top ten fashion designers in China are in Hangzhou.
Fifth, brand advantage. Women 160, and clothing brands in Hangzhou account for half of the country. Silk women's clothing enterprises, represented by West Lake Dali, Xidebao and Wanshili, and Hangzhou women's clothing enterprises, represented by Jiangnan Buyi, Blue Love, Romance and Qiushui Yiren, enjoy a high reputation in the domestic clothing market.
Sixth, the advantages of management system. Women's wear enterprises in Hangzhou are basically private enterprises, and the management mechanism is very flexible. In particular, some operators from clothing colleges are designers and investors, with strong innovation ability and rich local private capital, which is beneficial to capital and knows this.
Seventh, the government's strong support. An outstanding performance is that from the secretary of Zhejiang Provincial Party Committee to the Hangzhou Municipal Government, China women's attention to Hangzhou clothing is the focus of Hangzhou. Zhejiang enterprises have always been famous for their cooperative operation, but China enterprises have invested heavily in Zhejiang enterprises.