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1、,crazy about,Beautiful Pretty Charming,What makes you pay a mount of money unconsciously? How long does a lovely dress come from raw material(原材料) to a product? How many different stlyes all year round ?,Chanel Burberry Prada H&M Zara .,famous?,marketing strategy 营销策划 ?,Something beyond the charming
2、 clothes,marketing strategy in fashion business. We can compare well-know international brands 国际品牌 and domestic famous brands 本土品牌,ZARA,Spain 1975 Fast Fashion快速时尚,Burberry 1856,Chanel1913,LV 1854,PRADA 1913,H&M 1947,GAP 1969,ZARA 1975,36years,COPY,You can buy a coat in ZARA which is likely to one
3、in last-week Burberry fashion show.,You may ask me a question In China, many companies copy famous brand stlye, too. These products called “shanzhai“. Why dont we have a well-know brand just like ZARA?,Gucci 百丽,LV 金利来,ZARA just put the latest fashion element(时尚元素) into their design, not copy everyth
4、ing.,Our domestic famous brands needs more creativity. Our domestic brands also have a good quality but they dont have the soul of their own brand.,SPEED,FAST,Dont crazy about a little black dress on the runway in the Paris fashion week (巴黎时装周) After 2 weeks,we can find a similar one in ZARA stores.
5、,From design to stores -leading time (前导时间) ZARA ONLY 12DAYS,China 180days-270days (6-9mouths) well-know international brands 120days(4mouths) ZARA (7days-15days),FAST,In apparel industry(服装行业), time is money. If domestic industry can shorten the leading time, the sales volume (销售量) must rise quickl
6、y.,SPEED FROM DESIGN TO STORES,made in China,made in Europe,which?,a small town in Spain,a small town in Spain 500 branches factories tunnels(underground) airplane,PDA(Personal Digital Assistant),Manager,PDA,Data which style is sell-well, and the marketing demand. designer can design clothes which h
7、ave this fashion element what is the customers really want,advantage,human relationship instead of money relationship I think it is a humanized service, the customer will have a feeling of importance and uniqueness,UNIQUE,“The number of one style is small, but the number of styles is large“ 小批量 多款式
8、12000 VS 2000,If you want to buy a beautiful items, you should buy now!,Unique,individual character You will feel that this item is made for yourself!,CHEAP,CHEAP,lastest fashion elements the price is one tenth of clothing in international brand stores,If our domestic industry want to produce cheape
9、r products, the leading time will shorten. The company should cut down other parts, like the advertisement fee.,can cut down lots of money.,reduce operating cost(经营成本).,usually3-4%,ZARA 0.3%,IN CHAIN,In China,Lots of companies give oceans of money to the spokesperson. The customers will pay the bill
10、 of advertisements. To think from another different angle,Chinese always buy the products which have a famous spokesperson.,Just like Metersbonwe,Jay chou, Angela Chang, Chiling Lin teenager and young people know and like them follow their steps,advertising,Thanks to a lot advertisement, the reputat
11、ion of the company rises. The sales of company grows rapidly.,Conclusion,There is no strategy which is always right The antidote for one man is possibly the poison of another one.(一个人的解药有可能是另一个人的毒药),Dont use the strategy without thinking the current situation. So domestic company should know clearly about the market of China!,To find the target customer, to find how to attract the customers, to find how to raise working efficiency, to find how to cut the production cost(生产成本) and operating cost(经营成本) To find the right key to the success.,THANKS!,
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