Chinese Local Clothing: Perceptual And Rational Seeking Business Opportunities

Since 1980s, China's marketing has undergone more than 20 years of baptism, forging a lot of talented marketing talents. Today, they are leading their own businesses, in China and in the world. Clothing enterprise The brand is competing face to face in the market, and continues to compose a piece of marveling market.

Looking back at the history of the marketing of Chinese local garment enterprises, a strange phenomenon has attracted my attention. Although China's marketing development over 20 years is full of too many changes and a lot of marketing concepts one after another, it can not be separated from two distinct classes, that is, the perceptual marketing era from the end of 80s to the beginning of 90s to the beginning of 2002.

The so-called perceptual marketing means clothing All the marketing actions of enterprises lack rational strategic thinking, and achieve the success of the market through all the market problems and some inspirational ideas. They are embodied in the high frequency and long-term planning of advertising promotion, and the neglect of internal management.

At that time, China's market environment was very simple, and market management was not standardized. In particular, the perceptual shopping form of Chinese consumers accustomed to the planned economy environment made more or less success in this kind of enterprises that relied on ideas and planned market conduct. The representatives of these enterprises were love, Qin Chi, three plants, brain gold, Sun God and so on.

A perceptual person, in a special environment, may do something that a successful rational person can not achieve. For example, some bosses of private clothing enterprises in Chaoshan District have analyzed the reasons for their success. Most of them are brilliant at the beginning with the spirit of daring and daring to be adventurous and slightly sensitive to the minds of ordinary people. But people with perceptual marketing are too self conscious because of their own thinking orientation, so the problem is often too subjective and narrow, so the failure rate of their decision making is high, and the failure of these enterprises is also confirmed from the other side. emotional marketing The price paid.

Perceptual marketing usually has the following three characteristics: first, the idea is the top, the two is the price war; the three is the high frequency promotion; especially the marketing in the idea era, often does not need too strong marketing theory, nor does it need to play cards according to certain rules of the game, so long as we can seize the opportunities that are present in a particular environment, we can achieve success.

The concrete embodiment is the emergence of some big ideas such as Yang and others. These people basically lack the thorough understanding of marketing theory and lack of systematic enterprise management theory. But with their little intelligence, brainstorm, their brains can be beat, but they can solve some temporary problems for some enterprises, so they are respected as masters. They have come to the top of the limelight. At the same time, there are a number of king of ideas for enterprises to solve their problems. Their prestige is also increasing. Typical figures are Wang Li, He Yang, Wang Zhigang, etc., in order to prove their energy, they have written and said that they can make their abilities amazing.

The "idea era" to "the king of ideas", the arrest of Ho Yang was ended, but the real perceptual marketing did not end. Following some of the planning experts learned the lessons of the losers, and changed their faces, in the name of the planning company, they boarded the formal stage of China's marketing.