With the temperatures rise, winter clothing delisting, free, comfortable, simple, casual style features a T shirt for the dress will begin to gradually enter the market and usher in season! Knitted dress as a category, T shirts to underwear, coat style was effective integration, and sales in the market, while rising into a more intense phase of the market are competing and how this potential market in the new competitive pattern to be effective subversion break, how to effectively drive the market through strategies to enhance sales, marketing will be key to T shirt category. I hope that with the marketing of the practice of knitting products research, with more ideas to inspire more attention to T shirt category business growth and marketing evolution, so that T shirt really a category, achievement in an industry, creating some of the brand.
One quarter of the world, an occasion to grow – T shirts Competition Pattern
T shirt as the four seasons of knitted garments a seasonal category, the past decade’s rapid development is in the hands of the domestic market, the rapid rise of casual wear, casual wear brand as a major clothing category in the growth of casual style with the evolution of the industry in potential and mature, such as Giordano, Jeanswest, Metersbonwe brands in casual wear with the maturity and the market segment trend, T shirts market is gradually developing to form a quarter of the world’s competitive landscape.
1, an occasion to life popular line of casual style T shirt brand camps: those driven by positioning the brand casual, comfortable style fabric simple, affordable value price of the product to win the public consumers, and become under its brand style Spring Autumn Festival as a main product category sales, the main leisure Kids polo shirts for the mass consumer popularity, such as the Baleno, pure, Semir brands, usually through proprietary, commercial, sales distribution channels;
2, an occasion to business and leisure style line boutique of T shirt brand camps: for mature, business elites, in suits based on the adoption of T shirt to inject quality, casual style, a shirt, suit, collar, jacket and effective complementary category, mainly business men in the domestic first-line brands, such as Montagut, crocodiles, Shengtaibaoluo, seven wolves, Prince Edward Long, etc., generally, mainly through higher value-added shopping centers and specialty channels such as sales;
3, an occasion to the liberalization of sports and leisure style line camp T shirt Brand: such recreational sports and life style in the organic integration between the main liberal, free, free is a summer sports and leisure brand main single product, in China higher market concentration is relatively clear brand differentiation, a high-end foreign brands Nike, Adidas, domestic brand Li Ning, Anta, as well as second-line, more than three lines of the brand, mainly in shopping malls, stores , circulation sales and marketing;
4, an occasion to individual leisure style line of personalized T shirt brand camp: This style is mature in the T shirt, a segment of the market trend, through a unique personality and style prints and full display of love for young people released focus on emerging brands, foreign trade and the imitation version of a single end, such as shirt States Kingdoms, East Lobster for the T shirt market for the brand personality, the main mode of operation through the store’s sales;
View of the overall market from China, a large country, T-shirts, Yishiyongyou Hen’s origin Liao strong cotton base, and second, the knitting has Henduo Shengchanqiye chain, but more Cechong on foreign trade Shan Yi Qian’s Jiagong production (especially in Guangdong , Jiangsu, Shandong,) or new entrants to some of the manufacturers (Zhejiang area), with major macro-environmental changes in the domestic casual wear competition intensifies, more companies to sell their products under a quarter of the world pattern of production, strong production capacity can be transformed into marketing in the T shirt market competitiveness, more to go on the evolution of competition in the T shirt the way business is an opportunity for more of a challenge!
Second, the demand to upgrade, insight into the nature – T shirts category based marketing
Any one category, the industry must be based on meeting the growing consumer demand, and this growth will be the health and sustainability of the nature of this category of in-depth insight into the industry, like thermal underwear markets, the first is a gift style operational needs and health care products, and with development of the industry will gradually enter the brand, popular in the industry trends. Men’s polo shirts competition in the evolution pattern, consumption more rational, more competitive, while the season, popular features make T shirt market reshuffle, good and bad the pattern gradually changed from a personalized, branded gradually moving towards a rapid consumer clothing, T shirt market at present bottleneck is the front-end research and design, so the top sales in the market outside the more for foreign brands, and domestic T shirt kind of enterprise lies in the nature of the industry can and insight, control of industry trends, in this potential market to achieve sustained growth of mature achievement.
1, T shirt market demand determine the future level
In 2008, we discussed the most consumption upgrade, the upgrade of consumption is based on the level of consumption and heightened awareness, T shrits category rely on the escalation of competition in the apparel industry will be polarized is serious, one based on T shirt style high-end development, two are based on T shirt style, personality development, but the polarization of the final mark based on the brand, personality-driven T shirt category, consumer rationality, critical, personality, level of refined products and enterprises The breakdown of the future will be the T shirt market drivers, such drivers will be essential consumer demand and industry trend to upgrade the butt, on consumer demand and the industry to grasp the nature of the category will be the key to marketing to win, while large amount of China’s population urban and rural consumption are not synchronized, will provide greater potential for T shirt on the market, T shirts knitwear market in the future share of the growing, not only in the hands of casual apparel category, more will emerge more Professional brand and manufacturer.
2, location to determine its own sustainable development
In the face of such a huge potential market, I would like more knitted apparel manufacturers should clarify its position and strategy, is not the T shirt category of budding, which is developed in a rapid docking, which blindly follow when entering the business are often at greater risk. Whether business or apparel brand manufacturers, first, we should make T shirt category is the value chain on which part of the production of R & D strengths, or the advantage of network marketing is the use of production resources to do their own T-shirt stickers licensing commission processing, or whether T shirt as a branch of its own clothing brands to operate, or be a professional segment of the T shirt brand, positioning a clear strategic direction will be more help to corporate resources and the tactical layout of the configuration, otherwise, The whole can only be bigger and tired, the lower the profits.
Third, reverse the cards, custom channels – T shirts hair power point category
T shirt itself has a strong seasonal characteristics, then the sales process, often the biggest crisis is the increase in inventory, the turn of the season, we have shopping malls, specialty stores often see all kinds of brand T-shirt products, “cries Bargain”, rapid changes in style popular in the apparel industry is also a feature category and T shirt sales will be style, design rules for the first shipment. Currently Chinese companies T shirt combines the powerful production capacity and market competition in the evolution of structure, I think that T shirt category of garment enterprises should be set to channel products to reverse the cards to ensure the production of the T shirt style style and channel of the consumer population Xiang match, this can guarantee the number of sales and inventory to enhance the reduction, but now often the first production product re-find channels to channel the power of the effect of product not maximize Fa Hui, in the current mode of the basic shape of the pattern of channel , the channel will be more conducive to product matching T shirt products worth an additional upgrade.
1, determined by the channel population-based price models
T shirt category is very broad consumer groups present, each very different levels of consumer psychology, large pan with only the scale of the production model would have to go into circulation, while the T shirt sales category should be added to enhance the ultimate end in the channel, so first of all enterprises To clear out enterprise network is a channel for that, this pathway consume and what characteristics: mainly in the hands of a shopping channel, second-line clothing brand counters, consume relatively high levels, brand, fashion, taste will be the pathway consumer characteristics, new fabrics, sophisticated elegance, casual style business-oriented, high-end price for the added value higher;
Store model as the domestic apparel in recent years, a mainstream channel, which is outside the clothing at the mall an effective expansion of extension, in the face of consumer groups to fashion, there are certain high brand awareness in the consumer groups, which are fashionable, personalized technology, affordable products will become a major factor; third is the rise of large and medium sized retail chain store, popular among its face, the most important is cost-effective, low prices, easy on the volume; companies for these three types of channels to carry out LO competition in product development and pricing, will help to improve the static product marketing, competitive edge, suitable for rapid consumption of apparel products such terminal floor, or out of the T shirt products may not class, whether , poor sales in the channel, increasing the risk.
2 products into the channel by the end
The most important feature seasonal clothing is produced in a limited time a certain maximum volume, the rapid creation of dynamic marketing, and product and channel the match will greatly affect the company’s sales can be increased, the channel network of sustainability? In the present, China’s market, a lot of seasonal products to sell, and there are many companies can not Shengchan four seasons of the product, also Wei season’s sales of products 提供 基础 a good network, it is first necessary business own network resources to operate, and second, the form of investment by enterprises to expand professional T shirt sales channels, then then developed for the channel type T shirt products system to fit into the channel network of distribution for the channel from the product itself provide the basis for selling. From the actual operation of the market point of view, to Women’s polo shirts category as the core to carry out the operation of the four seasons of the enterprise, the brand is rising, but to a greater extent, T-shirts pathway is in the hands of men’s, women’s sales channels, the channel model is Evolution of differentiation, the formation of T shirt not the real end of season, then the product’s marketability will be the end of its season channel key to survival. Customization in the channel access terminal based on the image, and take effective combination of manufactured products, guaranteed to maximize the profitability of single-store sales to maximize profit margins to maintain the channel network.
4, sub-extension, fashion personality – T shirts category is the opportunity for
Released from the China Industrial Information Center consumer market focused on the survey year, T-shirt sales although the regional brand rankings discrete large foreign origin brand more sales in 06/07 it possesses The rose, also fully validate the potential of this market, trends and opportunities. Intense competition in the future, brands will become the lasting T shirt competition in the market support, the brand will be in the hands of T shirt category innovation and consumer demand, fashion personality docking, brand segmentation, personalized fashion T shirt manufacturer for more growth provide good market opportunities and space.
1, consumer groups broken down – only a small number of service groups
Command of foreign brands in the current category T shirt under a quarter of the world’s competitive landscape, internal more brands enter the rise and with the industry matures and consumer demand levels of differentiation, T-shirt companies should start small in terms of brand development belonging to their territory, from the current market sales, men T shirt is the mainstay of the potential of women T shirt can not be underestimated, also quietly popular children’s T shirt, how to buy T-shirts in the mind of consumers in quietly sneaked into the brand mark The crowd subdivision brand positioning will be crucial. According to sub-groups to reinforce brand positioning and product style T shirt style consistent channel price to style to strengthen the brand’s influence has become such a crowd to buy T-shirts preferred brands, such as high-end business groups, first thought to buy T shirt may be Montagut, crocodiles, POLO, BOSS and so on.
2, Four Seasons extension category – a new industry
T shirt itself is a seasonal feature, but also to other categories and knitted garments complement each other, sharing a brand and channel terminal, but with the global climate with warm winter and the market matures, T 恤 summer to spring, autumn and winter extension of the coat from the underwear of effective integration between the innovation category will be more conducive to growth and brand expansion. From the channel perspective, so that T shirt had its own terminal sales positions, from the business point of view, through the T shirt cut into the category to drive brand growth of some domestic brand has already begun on the T shirt specializing in the production of innovative sales model upgrades in recent years joined the chain in the country up “shirt Country Romance” will be T shirt in this category can be said to interpret the colorful marketing, whether the terminal stores the image or product style style This will serve the development of their brand, “category” to bring about the significance.
3, individual elements into fashion – to meet the needs of the times
Feedback from the market perspective, T shirts selling point is its style, design, unique color, which is selling fast and not allow slow-moving products is an important reality principle, on the other hand also show T shirt category Gene is a culture, taste, mood, personality, and this is the product of domestic weakness many T shirt! Similarly, a fabric T-shirt, people would trade gap single and made a great feeling, because foreign trade alone is composed of a foreign designed to provide, how to style design, decorative pattern to match the relative populations of consumer demand, is China T shirt brand in the sales front-end R & D should focus on areas of cultivation.
Into individual elements of this style lies in social trends and consumer groups in mental grasp, the stage of fever in the Chinese culture, wit the plum blossom design, and other brands of Chinese elements into the refreshing Facebook, another hot and hand-painted graffiti T Dream shirt has also been recognized by the market and selling, but this T shirt element must be concise and appropriately decorated, not over-exaggerated, so I think that T shirt to a large extent exist in the romance and reality, between Romance is the “virtual” is a kind of personality, psychology, popular catch, the reality is “real”, and is a kind of visual enjoyment and unique, the economy in the 2008 Olympics, the Chinese element may in turn become a T shirt market, a spectacle!
Fifth, innovation-driven, system support – T shrits evolutionary trend category
The only change in the world do not get is, in the consumer environment, changes in consumer demand background, has a T shirt in the domestic production of powerful resources, polo shirts should be knitting a new focus in the industry, which highlights The building is the practice of business marketing innovation and drive the overall marketing system, but more like T shirt manufacturer is still in the large-scale production, the sale of a large flow of ideas, none from the industry saw potential in the development of the situation, see in brand Bansuijingzheng the Jiaju and industry Xipai, T 恤 Pinlei Fujia Zhi Li Run the Ti Shengdian Zaiyu brand, brand of Ke Yi Mai Ji Bai and circulation Zhi Neng Mai Jishi, which is Chinese characteristic market environment competition in the market realistic.
In the domestic T shirt market, there are companies trying to “personalized custom” approach to promote, and some enterprises in the adoption of fabric and technology innovation to break through, such as last year, some regions have had the “color T shirt”, and some companies introduced “couple T shirt” and so on, but the marketing is a system, not only a point of innovation, especially in mature industries in the growth of the system as a whole will be better matched to ensure the health of business operations. Has also been knitted thermal underwear is really a branch of a history of ups and downs, the key is that the category’s growth process has not been effective support for enterprise marketing system, so the operation category in the T shirt in the hope that more enterprises to innovate, but innovation within the enterprise also must make the system work (brand, channel, terminal, management), or can only be “short-lived.” Baptism in the market after many years, T shirts market will become more mature, more systematic operation and innovation can help companies achieve sustainable competition, and thus will not rise in the industry down the road and quietly.
T shirt as an important branch of knitted clothing, I believe the market continues to mature along with the continuous improvement of business operations and dedication to the consumer will be a fashion, leisure, personality of the “personal couple” people devote their lives in a vision ” beautiful scenery “, but also emerging more strong local T-shirt brand!
