Clothing Enterprises Should Not Blindly Reduce Sales Promotion

The Chinese clothing market is constantly introducing new clothes, and the price war has also been spectacular. Actually, reducing clothing prices is just a marketing strategy adopted by garment enterprises in order to solve their survival problems. Since the whole climate has caused a rapid increase in the market share of clothing, and everyone wants to rob the clothing market, the way of looting has been chosen. Price reduction 。 This is understandable, because there are two ways to rob clothing market share in the growth stage, one is clothing brand, the other is price.

The price reduction of some garment enterprises is to squeeze the weak competitors out of the clothing market, thus forming a certain size of the clothing market monopoly, and then bring up the price. This is normal in terms of marketing behavior. However, the usual result of price cuts is that after apparel companies squeeze some competitors out of the clothing market, their prices are raised.

After a clothing company has cut prices, another garment enterprise will be lower than it. The result of the butterfly effect is the collective price decline of the whole industry and the overall profit decline. The biggest loss is not small and medium-sized clothing enterprises, but large and medium-sized garment enterprises. Because in the process of price reduction, Clothing enterprise In the eyes of target consumers, the value of clothing brands also declined. In fact, if your positioning is higher than others, even if you cut prices, you must maintain a relative level, that is to say, you have to maintain a certain brand advantage. When your clothing brand exists, then the clothing market space must have you. You should not compete to meet the basic needs of all consumers, but attach importance to the emotional needs of target consumers.

We must see that the price reduction of many garment enterprises is blind, and these problems are not considered at all. Some clothing brands in China are not sold at all, and consumers' emotional accumulation of their clothing brands has not reached a certain level. Clothing companies want to figure out what clothes brands they want to do, and I will directly meet their needs, so they will reduce their prices. Some intermediate garment enterprises originally want to upgrade their clothing brands to high-end clothing, but because of the impact, they will be forced to follow the price reduction. Finally, those high-end clothing brand clothing enterprises will also pay attention to the competition in the underlying garment market, and will also reduce the price of a certain clothing brand to join the competition in the clothing market. In this way, the situation of the clothing market which has blindly cut prices and vicious competition has been formed. Then, the price of many clothing drops or loses, which means losing the brand image of the clothing and simply meeting the demand.

In the process of clothing price reduction, consumers are Clothing brand Emotional identity will also decrease. We should understand that every garment enterprise has different positioning for consumers, always insisting on its high-end clothing brand positioning, and will never blindly cut prices; those who locate low-end consumers, once the price is cut, the promotion of clothing brands will be very difficult, and in the long run, it will not be worthwhile; the clothing enterprises locating in high-end clothing market will not be able to grab many shares by cutting prices to grab the low-end clothing market, because as you reduce the price, the image of the clothing brand will also decrease, so that the high-end clothing brand clothing market will be lost.