Made men to break this dilemma, companies wholesale bseball caps from the technology, design, marketing, positioning, culture, and many looked for reasons, many times from different angles reform, but the effect is minimal , was the reform of the domestic analogy for the men: stop-gap measure.
name design, fine production does not equal high quality
early, many apparel companies that excellent quality, sophisticated materials, expensive, can into the high-end market. However, these conditions are met, it was found and can not be recognized by the high-end consumers, while the low-end groups and that the price is too expensive. Some people prefer to buy discounted season will not buy a brand new international listing of domestic brands.
a result, some enterprises have concluded that the design aspects of the problem, Italy, France, the brand is enduring because of the top cheap mlb hats designers. Many domestic enterprises spend much later introduction of foreign well-known designers, hoping to impress in the design of high-end consumers.
the early 1990s, Beijing Shun Garment Co., Ltd. from Japan, the United States spent heavily invited a world-renowned designer, the designer of the clothing has been the removal of sales and marketing Europe, America and Japan champion. Really live up to the designer, devised a very elegant, personalized shirts, shirts in the Japanese market this year set a single-product selling apparel record. Along the US-excited, this shirt into production immediately. However, the fact that contrary to all expectations, this shirt business in China, less than expected sales of 1 / 10, a large number of product backlog. Companies finally realize that foreign designers is based on the design basis of Western culture, new era hats Chinese and Western cultures vary widely, many foreign consumers that classic style in China is not accepted.
ambassador is made to seek the most enthusiastic and most men failed link. "Which big name stars on whom to not only increase costs and undermine consumers understanding of the brand." Industry commented. Shanshan Liu Xiang as an ambassador was invited, but would like to promote calm personality Shanshan suit, however, it achieving its purpose. Some men dress brand please Jordan Chan to do voice in the public eye, Jordan is funny, kind of image, brand personality is loaded element does not include these two points, the image of the consumer voice is difficult to see from these two clothing brand positioning.
Comments: domestic garment enterprises learn foreign brands only "technology", people do not know the "technology" for its strategic services. Only flowers, not flowers, apparently did not learn "Scriptures."Not long ago, mens brand in China, the birthplace of Ningbo had a let-made mens brands more embarrassing things, Shanshan suit in a mall with two off the price of the sale, said the backlog of old business. The move shattered the Shanshan brand of high-end positioning in the minds of consumers. Even more surprising phenomenon is that of a franchisee Shanshan in a store in the Firs, Youngor front face selling. Reason is that all suits anyway, customers choose. Two brand ambassador, Fei and Liu Xiang as the challenges in the wall on both sides of the same things with each other in the eye.
Firs marketing channels mainly franchisee. However, the regional cheap baseball hats sales is not very good, the franchisee on the discount, which can not control the head, excessive discount has seriously damaged the Shanshan brand value. In September 1999, Shanshan Group made "to implement the franchise model, re-market network system," a strategic decision, but new problems began to emerge. Such orders are not set by the market is not the final say, but by the main franchisee closed. Firs on the market demand information is obtained, where the master franchisee, this situation can not really understand the market of enterprise needs. As a consequence, Shanshan image of the terminal, the terminal influence is cut off, unable to reflect the brand image.