Tiichi
1. Research purposes and tasks
In recent ten years, under the influence of the cultural concept of advocating freedom and pursuing individuality, the fast pace of urban life and the pressure of intense work, people's desire to relax has made casual wear a new clothing industry.
Since the 1990s, the demand for leisure clothing in China has been increasing, and it has gradually occupied a dominant position in the clothing industry. Faced with such a huge market for casual clothes, garment manufacturers are scrambling to produce casual clothes, such as Pure, Benny Road and so on. This paper makes a detailed market survey of "Pure" and "Benny Road" casual clothes, makes a comparative analysis of them, and puts forward reasonable suggestions on the existing shortcomings.
Second, research methods, ways and working process
We used observation and indoor research methods in this investigation. During the National Day, our team members went to Guancheng District, Dongguan for field investigation. Among them, one person is responsible for taking photos, one person is responsible for communicating with shop assistants, and two people are responsible for visiting customers and passers-by. After returning to school, we looked up some relevant information about Benirall and Chun from the Internet, and made a comparative analysis, discussion and induction to draw a conclusion.
3. Contents and items of investigation
1. Management theory and organizational structure
Bannilu (Xicheng Cultural Square Branch, Xizheng Road, Guancheng District, Dongguan City)
"Benny Road" brand was used in 20 16. The brand itself is an Italian brand. It began to operate in Hong Kong in the 20th century 16, and later entered the mainland for sales and created a new sales model combining self-management and franchising, which quickly increased Benny Road's market share and formed its solid leading position in the casual wear market. At present, baleno Benny Road has more than 1000 branches in more than 270 cities in China, and its high-end sportswear is distributed in Chinese mainland, Taiwan Province, China, Hong Kong, China, the Middle East and Southeast Asia. With its strong network strength and excellent service, Banny Road has become the first choice brand in the hearts of China mass customers. "Benny Road" brand has always adhered to the development concept of: value for money, popular.
Yishun (Dongguan Guancheng Business Center Southeast Branch)
Founded in Pure, headquartered in Humen Town, Dongguan City, the fashion capital of China, it is one of the leisure brands of Dongguan Dongyue Clothing Co., Ltd.. Mainly based on casual clothes, with a strong urban life, the pure artistic temperament of the industry advocates the "H-healthy-happyo-open" lifestyle. Today, there are more than 5,000 exclusive stores in China and around the world under the pure brand. Committed to leading customers' dressing culture and lifestyle by providing affordable and high-quality fashion clothes, it is a clothing brand that is purely the first for customers and an international fashion clothing retail brand. He was awarded "China" and "China Famous Trademark" in China. Establish distribution centers in many areas with pure investment; Through the direct sales of specialty stores and franchise stores, it operates in the form of the first franchise in China. At present, there are more than 3,000 specialty stores (franchisees) in Chinese mainland, and there are franchised stores in Hongkong, Southeast Asia and the Middle East.
2. Product image
Both Pure and Benny Road are dominated by casual wear.
Style characteristic
Benny Road: "Benny Road" products are especially suitable for customers who are more subtle, pay attention to materials and keep up with the trend. They are good at collecting the popular elements of the season, such as infiltrating the trend elements into the color matching of clothing and various accessories, which are not only deeply popular, but also comfortable and natural to wear.
Pure: pure product design is more important than the treatment and combination of fabrics, such as thickness and thinness, monochrome and color, which is unique and gives people the feeling of "leisure and elegance". The design technique pursues simplicity and lightness, the unique design of the collar and the asymmetric design of the front all inject fresh feelings into the clothing, which follows the fashion, is simple and atmospheric, is moderate and steady but has no lack of vitality, and can reflect the modern new youth, freedom and innovation, comfort and Avon, calm and passion.
variety
There are five series of clothing, including casual wear, sportswear, S women's wear, children's wear and business wear.
Benny Road has casual clothes, sweaters, suits, shirts, jeans, down jackets and skirts.
Quality price
Both Benirall and Pure attach great importance to product quality, introduce advanced equipment and strict inspection system to ensure high product standards; In terms of price, the price of pure store products is about 100-500, while the price of Bannilu products is relatively low, which is suitable for students.
3. Store image
Benny Road: The entrance of Benny Road is composed of Benny Road and its brand life geometry * * *, the sign is made of Jin Dian black, the checkout counter is made of white wall, the counter is made of metal texture material, the ordinary clothes are set, and the door is made of glass sliding door, all of which reflect the design close to the popular. The simple and clear design gives people a sense of normality and is closer to the popular design. It is simple and compact, which reflects Benny Road. Interior decoration, lighting, yard layout design, yard cleanliness and background music coordinate to form a comfortable shopping environment.
Pure: the overall decoration style of pure specialty stores in different regions may be different, but they are not out of the overall framework. Regardless of the size of the store, the first intuitive impression is "tide". The pure window design adopts the floor-to-ceiling window mode, which not only displays your own works intuitively and vividly, but also fully displays your own views on fashion in front of customers, so that customers can attract them without walking into the store. At the same time, the design of floor-to-ceiling windows also provides a window for brand promotion, which can be said to be "killing two birds with one stone". The wooden ivory display shelf is adopted, and the models are displayed on the top floor of the display shelf, which does not occupy too much space and has a good display effect, because customers can see it when they enter the door. In addition, the full use of the wooden lattice layer also makes the store look orderly. As a display cabinet, it gives people a simple but not simple feeling, and it can give people a visual impact.
4. Shop environment
Benny Road: Located in the busy road section at the crossroads, it is the intersection of several shopping streets, most of which are student shopping centers, and there are other clothing, shoes and bags brand stores nearby.
Pure: first of all, it is located in the prosperous area of the city center, next to the crossroads, and there are Parknshop supermarkets, Wal-Mart, McDonald's and KFC nearby.
5. Customer information
On-the-spot investigation, we found that most of the consumers in Benny Road are students, and there are many mobile people and selection people in the store. Few people take the initiative to ask about the goods, and the actual number of people who buy them is small, and the number of purchases is mostly one or two. Pure consumers are mostly white-collar workers, with fewer students and mobile people in the store.
The number of people who choose goods is less than that of Benny Road, and there are more people who take the initiative to ask about goods than Benny Road, and the actual number of people who buy them is also less. Most of the purchases are one or two.
6. Service situation
Benny Road: Pay attention to the overall customer service, including pre-sales service such as salesgirl service and after-sales service such as goods replacement, and shorten the length of pants. Pure: Sales services include: waiting, reception, presentation, introduction, trial, cashier and farewell. Every service personnel must keep in mind the 5S principles of serving customers: SPEED, SMILE, SINCERITY, smartness and STUDY.
4. Problems encountered
We have to conduct an actual investigation on this project. In the course of the investigation, we originally intended to investigate the sales of Chunjiang and Bannilu by asking questions, but we encountered some minor problems in the field investigation: 1, and the degree of cooperation was relatively low when interviewing customers and passers-by about their satisfaction with the products. 2. When taking photos, I was blocked by the staff and took fewer photos. 3. When the inquiry involves the sales situation, it means that it is not convenient to disclose.
Five analysis and induction
1. "Benny Road" goes deep into the popular trend, and takes value for money and popularization as the brand concept.
Nowadays, in first-and second-tier cities, Benny Road is surrounded by more fashionable brands, which has become synonymous with cheap clothes, and consumers can't feel glory after wearing them. When Benny Road "degenerates" into third-and fourth-tier cities, where the customer base is almost monopolized by the low-end brands of fast food stores, Benny Road is also difficult to survive. The most important thing for Benirall now is to put down the so-called brand dignity and start to reshape the brand.
2. The brand concept is based on its design that is close to fashion, competitive and simple. If you want to become a national casual wear brand, you need to make further efforts in integrated communication and brand building.
3. Benny Road has positioned its brand as a person aged 18-40, focusing on the young line, mainly on men's, women's and neutral casual clothes. Provide the public with the basic costumes of daily life.
4. Brand positioning in pure:
18 to 30-year-old young people, who are full of youthful vitality, pay attention to health, love sports, pursue fashion, have their own opinions and enjoy a happy life.
At present, the clothes in pure stores, whether men's or women's, seem to be only suitable for students and boys and girls aged 16~23. On the website of Pure Company, it can be clearly seen that people aged 18~30 are included in their own purpose to spend money, but in product development, pure products are obviously young, and the spending groups aged 25~30 who have enough purchasing power can't find their own products in Pure Company. This is a great waste for purity.
5. Benny Road's "brand building" project: Stars can certainly promote temporary and certain sales, but the cost of long-term endorsement is indeed a big burden for new brands, and it is unknown whether the follow-up funds of Benny Road Company can be guaranteed. Moreover, the risks of celebrity endorsement are well known, such as the adaptability of stars and brands, the change of celebrity popularity, personal problems of celebrities, etc. Once problems arise, the impact on endorsement brands can even be fatal. Benelux's high-speed growth under the multi-brand strategy does have hidden worries, and the sub-brands also feel a little chaotic without fighting under the business planning of their respective brand managers.
6. Pure publicity advantage, as a well-known brand, pure adoption of unique marketing methods, enthusiastic pursuit of enterprise development, desire and care for talents. It has a good reputation in the clothing industry and won the franchise right of the World Cup. With professional promotion, franchisees will benefit from the "pure" brand benefits.
VI. Investigation conclusion
According to the needs of consumers, the whole product should be broken from the taste positioning and price positioning, and different efforts should be made to extend upward and downward, so as to seriously study the consumer groups. Quality creates brand, ensures long-term stability and continuous improvement of product quality, and satisfies consumers. In the "brand building" project, it should be carried out according to the actual situation and financial situation of the enterprise. We should not blindly pursue the star effect, but should pay more attention to substantive issues such as product quality and consumer group locking.
Seven suggestions
Suggestions on purity: the pricing of pure clothing is not in line with the price acceptable to consumers, resulting in the target consumers falling behind purity due to price factors. In terms of pricing, it should be adjusted according to the actual situation so that most consumers can accept it; Pure company is pursuing a global business strategy, and its spokespersons are mainly international stars, with fashionable personality and mostly black, white and gray tones. However, the development of pure company in China has not given much consideration to the oriental tradition, so some consumers reject pure international clothing styles due to cultural differences between the East and the West, resulting in the loss of target consumer groups. Therefore, in terms of business strategy, we should consider the traditions of the orientals and change the style and color of clothing; At present, the homogenization of leisure clothing brands in China is serious, and there are plagiarism in the design of individual brands, and the clothing style is single, which can not meet the needs of the vast number of consumer groups. Pure clothing should constantly bring forth the old and bring forth the new, boldly design, seek common ground while reserving differences and meet the changing needs of consumers, which will gain more market share in the leisure clothing market and make the brand invincible in the market competition.
Suggestions for Benny Road: Benny Road has many brands and covers a wide area, but its business risks are greatly increased. Benny Road Company should have perfect sales strategies in the secondary and tertiary markets to reduce business risks. 2 The design and tailoring of the brands are similar, and the positioning of the new brand KENTEX, a new URBAN series, overlaps. Benny Road should constantly bring forth the old and innovate boldly to meet the changing needs of consumers. 3 In the process of building a new brand, Benny Road can promote temporary and certain sales through the marketing method of superstar endorsement, but the long-term endorsement cost is really a big burden for new brands.
Whether the follow-up funds of Benirall Company can be guaranteed is unknown. As we all know, celebrity endorsement is extremely risky.
Therefore, Benirall should change his strategy in superstar endorsement, such as using superstar endorsement in the early stage of new brand listing to shape the product image for the brand, and then change the endorsement strategy after the product is known to everyone to reduce the risk.
Pianji
I. Investigation background
With the increasing number of students in Qinzhou University and Yinghua International Vocational School, students, as a consumer group outside the school, are getting more and more attention. They have a strong consumer demand, the advanced consumption concept and the lagging consumption strength have a great impact on their consumption. As an important part of college students' consumption, clothing consumption is almost the most important consumption expense except food consumption in college students' daily consumption. Therefore, through the investigation and study of college students' clothing consumption, we can grasp the latest trends of college students' clothing consumption in time, understand students' clothing consumption concepts, and provide reference for the opening of student clothing stores. For the above purposes, we conducted the following survey report on college students' clothing consumption. The purpose of organizing this survey is to:
1. Describe consumers in the following ways: the choice of clothing types, the monthly cost of purchasing clothing, the price of purchasing clothing, the choice of purchasing place and the requirements for the decoration style of the store.
2. Identify the differences of buying behaviors among different groups of consumers.
Our main findings are:
1. Most consumers occasionally buy clothes near the school because the clothing market provided by consumers is too small and there are not many choices. According to the observation of students' consumption, they are clothing consumers.
There is great market potential to open a clothing store with various styles of clothes near the school.
Market research procedures and arrangements
The first stage: preliminary market survey
The second stage: the planning stage
Make a plan for 2 days
Examine and approve the plan for 2 days
Confirm the correction plan 1 day
The third stage: sponsor search stage
The fourth stage: the questionnaire stage
Questionnaire design for 2 days
Questionnaire adjustment and confirmation for 2 days
The questionnaire was printed for 3 days.
The fifth stage: research and analysis
Data input processing for 2 days
Data research and analysis for 2 days
The sixth stage: the reporting stage
Report writing for 2 days
Report printing for 2 days
Thanks to Yuanlai Clothing for its strong support to our research.
Second, the form of investigation
This survey is a questionnaire survey. Through the distribution of questionnaires from survey members, 200 students from four different grades in our school were investigated. Our team sent out 200 questionnaires and actually received 200 valid questionnaires.
Third, the analysis of questionnaire survey results
1, this survey is mainly aimed at female college students, and we want to open a clothing store for women, because girls like to have more clothes in their closets, the better, and girls like to visit clothing stores when they have nothing to do, and they often leave new styles of clothes, which also increases a factor that makes consumption possible. 2. 7 1% spend less than RMB 100 per month on clothing, 25% spend in100-300 yuan, 3% spend in 300-500 yuan, and 1% spend more than RMB/00 per month on clothing.
3. The price range of clothes purchased each time is below 16. 1%, 56.6% in 30-50 yuan, and 27.3% above 50.
4. When buying clothes in a clothing store, 19.3% paid the bill, 8.4% bought multiple clothes, 2.9% bought suits, 17.3% matched by themselves, and 5 1.9% were uncertain. It can be seen that when buying clothes, most people don't decide how many pieces to buy, and they may buy one or more if they are satisfied. It depends on whether the store provides them with enough styles.
5. The frequency of buying clothes once a week accounts for 1.5%, once every two months accounts for 4.4%, once a month accounts for 13.6%, once a quarter accounts for 13.6%, and the uncertainty accounts for 66.8%. Through this survey, the frequency of clothing purchase of these respondents was found out. Most students buy a dress every month on average, which reflects the strong consumption desire of college students.
6. 4.8% bought clothes near the school, 18.75% in Dongfeng market, 19.7% in brand stores and 56.7% in other places. At the same time, 58.8% like elegant clothing stores, 6.4% like luxurious ones, 22.5% like ordinary ones, and 12.2% like indifferent ones. From the above ratio, we can know that college students have certain requirements for shopping environment, but what is too high-end is not necessarily their favorite. It also reflects whether the price, quality and environment of clothes in that consumption place will play a considerable role in their purchase behavior when students consume.
7. 13.77% like sports, 510.42% like leisure, 9.3 1% like occupation, 16.6% like cowboys and 8.9 1% like other sports. As for professional clothing, it seems that there is no big market among college students.
8. 6.4% are trendy, 10.8% are unconventional, 79.8% are suitable for themselves, and 2.9% are indifferent. From this survey, it can be seen that college students are still a more rational consumer group, and most people choose clothes that suit them, instead of emphasizing trendy or unconventional.
9. Dress style: 8.3% like cute, neutral 10.2%, casual/6 1. 1%, mature/9.3%, others1./kloc-. This survey shows that college students' pursuit of clothing style is still dominated by leisure.
10. Regarding whether or not to buy clothes often, 16.5% answered yes and 83.5% answered no. This survey shows that many students don't like brand clothes to a great extent.
At the same time, during the investigation, we also inquired that most students pay more attention to styles when buying clothes. If a store is small and doesn't have many clothes, they may go in and have a look, but seldom spend money, because there are too few choices, they may find something desirable and the size is not suitable, so they would rather run away. They also pursue brands and consider price more. After all, students are not completely independent in economy, and what they are after is quality and low price.
Fourth, the conclusion of the investigation
To sum up, we can see that the consumption psychology of college students in our school is generally in a period of growth and perfection. They consider many influences such as price and brand, and pay special attention to the style and price of clothing. Perception and rationality account for the same proportion in college students' consumption view, and the moderate pursuit of fashion and fashion is reasonable, so they can choose the clothes that suit them according to their identity. So we aim at this series of requirements to open a clothing store to meet the needs of different consumers. To provide consumers with high-quality service, convenient purchase location and comfortable purchase environment.
V. Appendix
The questionnaire used in the survey is as follows:
1. What kind of clothes do you like?
A. Sports B. Leisure C. Occupation D. Cowboy E. Others
2. Do you often buy branded clothes?
A. Yes B. No.
3. What do you think of the trend?
A. Follow the trend B. Be unconventional C. Just suit yourself D. It doesn't matter
When you decide to buy clothes in a clothing store, how many pieces do you usually buy?
A. Single piece B. Multiple pieces C. Suit D. Self-matching set E. Not sure
5. How often do you buy clothes?
A. One week B. Half a month C. One month D. One quarter E. Not sure
6. What is your average monthly spending on clothes?
A./kloc-less than 0/00 yuan B.100-300 yuan C.300/X7F-500 yuan D.500 or more.
7. What style do you usually like to wear?
A. Cute B. Neutral C. Leisure D. Mature E. Others
8. At what price do you buy clothes every time?
A. below 30 yuan A.30-above 50 yuan C.50 yuan.
9. Where do you usually like to buy clothes?
A. Near the school B. Dongfeng market C. Brand shop D. Other places
10. What is your favorite decoration of the clothing store?
A. elegant B. more luxurious C. ordinary D. whatever