Why do favored activities occur in domestic large and medium-sized markets? Consumers often complain that “when buying cashmere sweaters, if you visit a fashion department store or department store, you will know if you can buy clothing suitable for their age in the market this year. Basically, there is no need to waste time looking at other brands." The organizer of the event believes that the current phenomenon of “shopping on a shop to know one hundred stores†in the country is not because the style of cashmere sweaters in this store has been rich and varied enough to include new models that may appear in the market, but It is because most of the cashmere sweaters of various families are monotonous in color, similar in style, and single in organizational structure. There is almost no product design suitable for young consumers (25-35 years old). In addition, in the traditional cashmere industry, some companies that do not have the R&D capabilities of new products and new technologies blindly imitate the appearance of other enterprises' cashmere products and perform poor-quality processing. There is no plagiarism of any original colors, and low-level repetitive processing, The poor quality of the products ... is no doubt a great waste of limited cashmere resources. To this end, the “User’s Favorite Cashmere Apparel Brand†campaign launched by the market will introduce fashion personality cashmere sweaters through brand segmentation.
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The concept of profit changes in the China National Business Information Center shows that the main consumer groups of the top ten brands in the knit sales ranking of domestic large-scale shopping malls are mainly young people. This shows that young consumer groups have great potential for consumption and market space. The similarity and conservativeness of the traditional cashmere sweater design and version make the consumer group narrow, and most of the young consumers are marginalized from the market, directly resulting in the loss of purchasing needs of this group of people.
In addition, in the minds of consumers, cashmere sweater is a decent symbol of status, it is a gift for friends and relatives. It can be seen that the value of cashmere sweaters has surpassed the value of fiber to some extent, and its strength is the brand's vitality and appeal in leading fashion.
Industry experts believe that if cashmere shirts are designed to be more fashionable, then more potential consumer demand will surface and the cashmere sweater industry will gain a bigger market cake.
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Under such circumstances, China's Qinghe Puyuan Cashmere Apparel Market launched the “Customer's Favorite Cashmere Apparel Brand†campaign, and strived to guide consumers from being “conservative†by analyzing the consumer’s preference for cashmere apparel and tapping potential fashion design elements. To the transformation of the “fashion†aesthetic concept, this concept seems abstract, but in fact it can bring about a change in the concept of real profits, making the “reflection and breakthrough†of the Chinese cashmere market become the bottleneck of the industry breakthrough.
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