The year-end bell of 2010 is about to ring, and the year-end inventory of various industries is also underway. What has happened to the international business attire market in the past year? Woolen cloth?
What experts say
According to calculations by industry experts, as of 2010, the overall market size of China’s professional attire has reached 80 billion yuan. Among them, the professional attire group buying market of small and medium-sized enterprises and institutions has a significant value, with a scale of at least 10 billion yuan. above. At present, the entire clothing industry has not yet achieved precise market segmentation, and the small and medium-sized enterprise market has not yet been clearly segmented and fully explored. Although the market development for small and medium-sized enterprises is still in the exploratory stage, some clothing companies are already gearing up. Large-scale enterprises with profound industry background and strong design and production capabilities, such as Xiangxiniao Group, have taken the lead and entered the professional wear group buying market of small and medium-sized enterprises and institutions.
As we all know, clothing is a highly competitive industry. The group buying business for small and medium-sized enterprises and institutions also faces various types of competitors, ranging from nationally famous brands to small central brands in various regions. Because the small and medium-sized group buying market is more special, it is very different from the traditional market in terms of products, promotion, channels and business models, such as: market perspective (customer needs are more diverse and collective), product perspective (the ideas are more diverse Fashionable and personalized), channel establishment (marketing network concentrated in first-tier villages and provincial capital-level villages), business model (telephone marketing + door-to-door introduction), backend response speed (shorter delivery time), etc. However, I am engaged in the group purchasing business of professional attire in the clothing industry, which means that collaboration is common.
In the field of small and medium-sized group purchases of professional attire in the past year, the Bono Tailor brand has continued to maintain its normal status. The reason is that its analysis performance in brand, marketing, channel establishment and other aspects is very good. Industry experts analyze that in order to occupy the commanding heights of China’s professional attire field, the most important thing is the company’s strength and investment. Take the Bono Tailor brand as an example. The great advantage of this brand comes from its strong strength background and leading brand concept. Industry experts further analyzed that based on Bono Tailor’s current market investment and performance, its goal is to become a brand in the field of professional wear in China in the future.
Brand self-evaluation
Ma Xiaoqing, director of brand operations of Bono Tailor, said that the reason why it can achieve an outstanding position in the group buying market competition of small and medium-sized enterprises is mainly due to the following unique features.
First of all, the brand positioning is different: Bono Tailor is a high-end business attire brand launched by the Lucky Bird Group and positioned for corporate fashion customization. It is the first to introduce the concept of “fashion customization” in the world. With a fashionable business and personalized style, we serve business groups and elites with personalized fashion clothing needs, and provide one-on-one door-to-door customized services.
Secondly, the design style is different: Bono Tailor has a research and development team composed of more than 200 senior technical and design personnel, which is constantly innovating in terms of clothing style design, fabric research and development, and accessory matching. Launched three series of products: fashionable business, personalized business, and classic business, covering suits, shirts, accessories, etc., with complete categories and rich styles.
The third is the difference in craftsmanship and quality: absorbing the essence of European suit manufacturing, combining traditional craftsmanship, carefully tailoring with reference to the Western body shape characteristics, using world-class equipment, strictly following 385 processes, and being strictly controlled by 30 quality control points. To achieve the effect of light, stiff and crisp clothing.
There are also different fabric accessories: carefully select international fabric accessories brands as partners to ensure that the best materials are used to present the perfect effect and high-end quality of the clothing.
First of all, the service is different: using a CRM customer relationship management system to provide perfect and thoughtful services (on-time completion, timely delivery, free rework and replacement, provision of daily clothing maintenance manuals, etc.) to ensure that customers have no worries.
The relevant person in charge of the Bono Tailor brand said that after achieving good results in the industry in 2010, some new adjustments will be made in the future from the company structure to the external market strategy to comply with market rules, and the brand will definitely be able to go further in the future.
(Source of this article: NetEase)
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