This requires not only the reliable quality of the brand as a guarantee, but also the brand's business strategy to keep pace with the times, meet the needs of consumers, cater to their wishes, and finally get the support and love of consumers.
Brands that blindly stick to the rules and only think about brand interests without considering consumers' interests can't stand on the contemporary consumer market for a long time.
A clothing giant in its heyday
H & ampm is a "fast fashion" clothing brand founded by 1947 in Sweden. The so-called "fast fashion" clothing brand means that the fashion elements in the brand are updated very quickly, and may be updated once or even several times in just one week.
Such a development concept was quickly loved and sought after by many young people in the era when the clothing upgrading was very slow. It is precisely because of this that H&; M can be regarded as the originator of "fast fashion".
Earlier, H &；; M, Uniqlo and ZARA are three popular clothing brands in China market. At H&; When M first entered the China market, it was wildly sought after by many young people. At one time, the shops of this brand were even ransacked and there was a long queue outside.
H & ampm quickly seized the China market and even squeezed the market share of most domestic brands in China. For a time, H & ampm clothing brand was very popular in China, and it was the same scenery in China market.
Bad business strategy
Although the concept of "fast fashion" of H & M brand is loved by many young people, it also brings many problems to the development of the brand in China: H & M is updated quickly in foreign markets, and can be updated once or twice a week.
Relative to this speed, H &；; M's brand renewal in China is very slow, once every half a month at the earliest, sometimes even once every few months.
H& on the update speed of fashion brands, since H & ampm broke out the inventory crisis 20 13, H&; M's inventory has been rising, and it is not a long-term solution for a large number of clothes in stock to occupy the brand warehouse for a long time.
If we follow the logical thinking of normal people and put them on other brands and encounter the problem of backlog, most enterprises should choose to promote the inventory goods and discount them at low prices.
Because in this case, at least the brand can recover a certain product cost and reduce the loss of the brand. But in the face of this situation, H &；; However, M made a decision that surprised everyone-put all the goods in stock in one place and burn them all.
According to H&; According to the annual inventory at that time, this brand will burn nearly 12 tons of inventory in just one year. In fact, H & ampm would rather burn 12 tons of inventory than discount, and it is not without business philosophy.
As early as the 1930s, the economic crisis broke out in the United States, which led to a large number of unsalable milk. A large number of capitalists chose to dump those unsalable milk into the sea, resulting in a shortage of milk and raising the price of milk.
What H & ampm did was exactly what H & ampm, an American capitalist at that time, did because he wanted to maintain his brand positioning and brand value.
But h &；; M's practice is undoubtedly pushing his consumers further and further. After all, in this world, extremely rich consumers only account for a small part, and most consumers pay attention to benefits and cost performance. h &； M's practice is undoubtedly to always put himself in a very high position, but after all, it is too high to be cold, so that H &；; M lost a lot of comments on consumers.
Plus, H &；; M large-scale burning of goods has brought great pollution to the environment, and also made more and more consumers dissatisfied with H&; M's practice makes H &；; M image loss, leading to H &；; M's market sales are decreasing.
Fall behind the times and walk down the altar.
Rome was not built in a day. In fact, H &；; The decline of M brand is not only a mistake in dealing with inventory goods, but also that H & ampm brand has failed to keep up with the changing trend of the times in business strategy.
For a time, with the rise of e-commerce industry, more and more young people began to choose to shop online without leaving home. This makes the business of many offline stores cold. As a far-sighted brand, what you should choose is to win your place in the e-commerce market as soon as possible.
But looking around, the three giants that dominate China's clothing market: H&; M, ZARA, Uniqlo Only Uniqlo seized the opportunity under the trend of the times at that time and established its own online flagship store, while H &；; M chose to stick to the old rules and only do offline operations.
Until later, H &；; M really realized that the e-commerce industry is the mainstream of today's consumption. When offline stores can't do it anymore, H &；; M brand just woke up and wanted to set up its own flagship store online.
Although H & ampm spent a lot of money to set up his own flagship store after waking up, and even invited a few popular small fresh meats to speak for him, it was still too late.
At this time, the e-commerce field has long been finalized, and various consumer brands have gained a firm foothold on the e-commerce platform, H&; If M wants to get involved at this time, it is even more difficult to enter the e-commerce platform.
In the end, H & ampm's business sales went from bad to worse, and many offline stores closed. A generation of clothing giants H&; M fell to the altar at this point and had to sigh.
In fact, if a brand wants to last forever, the quality of the brand is important, but it is more important to find a suitable market position for its own brand.
Facts have also proved that those brands that are too "cold" can not get the support of the people after all. Only by being close to the people can we open up a broader development market for independent brands.
In addition, it is very important for a brand to have a long-term business vision and keep pace with the times.
Among the three major clothing giants, only Uniqlo has achieved this, so in the end, only Uniqlo has survived the trend of the times, H&; Both M and ZARA have gone with the times and become the past tense of history.