Domestic casual wear interpretation of "fish and bear's paw" story

The story of fish and bear's paws was presented at Jeanswest. Is it really hurt?

As the domestic leisure wear brand boss “Jean Wisdom”, since opening its first branch in mainland China in 1993, Zeng all the way to the north and south of the country and become a leading brand. Jeanswest quickly occupied the middle and low-end leisure wear market in major cities in China with stylish but unconventional tastes, price for masses, unified VI logos and well-managed chain stores. The love of young consumers has always been in the leading position in the annual share of casual wear in all cities.

In recent years, the market share of "Jeanswest" has declined. In response to fierce market competition, "Jeanswest" had to join the price war. Consumers holding Jeanswest VIP cards can not only enjoy more discounts than the original, but also significantly reduce the application conditions than before. Even in the peak sales season in May, the goods began to be sold on discounts. At the Carrefour store in Beijing's Baishiqiao, I saw that “Jeanswicz” is currently performing a full-scale discount event. Full 100 minus 20, full 200 minus 60, full 300 minus 120, and the store was crowded. While making significant discount promotions, the brand image of “Jeanswicz” has been different from before, and its attractiveness to young consumers has been weakened.

Meters? Bonwe, really do not take the unusual road?

As a rising star of the domestic casual wear brand, “Meters Bonwe”, a slogan of “not going the unusual way” has spread all over the country. Its style, personality, and innovative style are favored by young consumers and become domestic leisure. Install brand new upstart. In particular, after hiring Jay Chou as its brand spokesperson, brand awareness has rapidly increased. In addition, its virtual business model has always been talked about by the industry.

However, "Metters Bonwe" is also indispensable to discounted routines. On the one hand, “Metersbonwe” has to face fierce competition from other brands of the same grade, and on the other hand it needs to reduce the inventory costs of the manufacturers. Therefore, in addition to the regular discount tricks for dumping at the end of the quarter, we must also conduct discounted promotions for the current season based on changes in internal and external environments. In addition to discount promotions, promotional gifts will also be provided by using small gifts. The author thinks that although this promotion method is immediate, the destruction of the brand itself must not be ignored. Although in the choice of the target market, "Metersbonwe" wants to surpass Jean-Villes, Benny Road and other mid-range brands, and treat mid-range brands such as Jack Jones and Mark Waffy as competitors. However, the fact that discount activities continue one after another is reduced. The degree of brand recognition in the minds of consumers.

Benny Road, the flagship store is a discount store?

The veteran strength Baleno Road had hired two heavyweight characters, Faye Wong and Andy Lau as brand spokespersons. Entering the mainland market in just a few years, it has become a well-known casual brand and has derived several subsidiary brands such as Life Geometry and ebase.

But also in this short period of several years, Baleno has taken the “popularization” route to the extreme. In almost any store, you can see the discount posters of "Balny". In the flagship store on Wangfujing Street in Beijing, a large number of stocked garments are sold at extremely low discounts. The flagship store has become a perennial discount store.