Hongxingke micro T collar hot fashion transformation come out on top

Recently, some ads related to Hongxingke's T-shirt were launched on CCTV and the six major national TV stations all over the country. The major video websites also appeared frequently. The fresh and lively picture style, lively, light and stylish music appeared to be telling the tide Men tide girls, micro collar T has become an essential fashion item this summer. Is it true? With doubts and expectations, the reporter visited the Hongxing Erke store in Qianmen Street, Chongwen District, Beijing during the May Day holiday.

Due to the location of lots, plus during the holidays, come to this shop to pick up a little more consumers to the clerk to shop staff busy. Reporters observed that most young people will choose this product called micro-collar T. Reporter asked one of them about to participate in the work of Liao students why this product is interested? She told reporters in the hands of this carmine T collar is their own phase, as the workplace "rookie", in addition to hardworking, the necessary dress will allow themselves to get extra points, but they have just entered the community , Not much budget to "wrap" themselves, and this micro-collar T fashion yet steady, and very wild, it is the most suitable for their own. In addition to new products to go fashion and leisure style, the reporter also noted that the decoration style appearance of Hongxing Erke store has a significant difference compared with a few years ago - less the rendering of sports power and speed, more fashion, leisure a feeling of.

In the eyes of the vast number of consumers, Erke has always been a sports brand, why suddenly in the "overnight" into the field of fashion, casual wear? In today's fashionable "rivers and lakes", there is no shortage of "master", and to gain a place among these experts is not easy. For the "latecomers" Erke, break into this relatively formed "fashion arena", what housekeeping "ability"?

According to the development trend of the market in recent years, the market capacity of pure sports apparel and related ancillary products is obviously smaller than that of fashionable and casual apparel. According to the data provided by the China National Garment Association, the casual wear market is growing at an annual rate of more than 30%. The entire apparel industry is about 20%. Casual wear is the fastest growing branch in the apparel industry. In more than 10 years of marketing practice, the founder of Hongxingke keenly realized: With the improvement of living standards and the influence of foreign cultures, more and more consumers are beginning to devote more attention to those who can give life to themselves Bring taste and fashion casual clothing. Therefore, in recent years, Hongxing Erke has intended to gradually adjust the direction, and gradually "advocate" young, fashion, sunshine, "all the way to the field of clothing. This time introduced micro-collar T, it is to tell consumers that not only Erke can do sports apparel, casual fashion in the field also have the advantage.

In the new product marketing, the concern of the category seems to be the focus of major apparel brands in recent years. According to the analysis of the industry, the apparel market in recent years and compared to before a significant difference is that each brand gradually abandon the traditional marketing model, began marketing category, in order to strengthen communication with consumers, and then through the category to Driving the overall sales, occupy the market opportunities. For instance, the T-shirt categories represented by Smith Barney MTEE, VTK Vanke, UNIQLO UT, etc. have started a fierce market segmentation war and currently occupy a certain share in the market.

From Erke related parties that, although certain brands of T-shirt category has formed a certain "barrier", but this will not affect the Hongxingke micro-collar T on the market's "appeal." This is because, compared with the Round Neck T launched by Smith Barney, Vanke and UNIQLO, the Erke Design team introduced the "T-Leading" to differentiate their products and pioneered the new category "Micro Collar T". With ERKE designer's own words, "because we pick up the gas." In his view, "Different from other brands simply guiding consumer demand through manufacturing concepts, our design philosophy and demand are derived entirely from the accurate capture of consumer life details and deep emotional insights."

According to Hongxingke foreign propaganda data shows that the target consumer groups targeted at this product after 85 people fresh. In addition to the use of the collar and version of the performance, emotional appeal, unlike other T-shirt category advertised the concept of culture, micro-collar T main "micro-extraordinary" emotional appeal, hope to pass the product to consumers A positive and optimistic attitude to life, to help them build self-confidence, with a young and sunshine attitude to meet every challenge in life, and from every failure to sum up experience, from the subtle to improve the deficiencies and create their own extraordinary future!