Local women are under tremendous pressure

The new network consumption model continues to exert a large and strong impact on the traditional retail market. More and more luxury brands and international second-tier brands continue to join and expand in China, and for local women in the Chinese home market. Not only is it a kind of pressure, but it is also an increasingly fierce battlefield.

Now, when these foreign brands compare with domestic domestic high-end women's clothing, the price difference between them is getting smaller and smaller. Our domestic women's mid-range and high-end brands want to seek breakthroughs and seek vitality. Where to go from here? According to Wang Guoxiang, general manager of the center, now the future high-end local women want to break through the market. The most important point should be the performance of the VIP customer base, customers and business terminals, and the choice of channels.

In China, the current domestic high-end women's wear is congenitally deficient in the image of the terminal. Now in the European and American markets, the so-called high-end brands mostly choose to maintain terminal expressions based on brand concept stores and specialty stores. However, our domestic mid-to-high end women's brands have great shortcomings in this respect. The domestic high-end local women's brand lacks the brand support of the store, and the store plays a very important role in the performance of the brand's terminal image in a certain sense.

Most of the domestic women's wear brands in the country are still the main channels for multi-choice shopping malls in the current environment. If shopping malls are the main channel, the decoration and display design of shops will be subject to many restrictions. In the brand decoration, the overall style must meet the positioning requirements of the mall, so this time, it is difficult to display the brand's own personalized features in the terminal.

In fact, in response to this problem, many local women's brands have long been thinking and trying to get rid of these constraints. In the aspect of decoration design and product terminal display, we have expressed our own brand culture and heritage in various ways within the limits as far as possible, and guided our own brand culture and strength. And now, in terms of China, many local women's brands are more enthusiastic about choosing the brand life experience hall.

The international big names have swarmed in. Internet e-commerce companies are "like tigers." This is an unprecedentedly lively and unprecedented cruel Chinese retail market. Under such circumstances, those "virtual brains" tricks have gradually become vulnerable. Only by consolidating their internal strengths and training, they continue to accumulate "competitive" experience and recognize the general trend. It is victory over the king. In fact, it is very simple, as long as companies do their best to strengthen their own self-terminal image of the brand, and skilled and clever use of iconic patterns and symbols, everything is not impossible.