How Does The Mainland Lily And Hongkong Map Develop Differently?

Brand development

Founded in 2000 by Shanghai silk group, Lily has been in fierce competition after more than 10 years of development.

In the market, we should create a road of independent brand.

Lily has opened more than 700 brand stores in China, and has opened more than 60 retail outlets in Paris, Saudi Arabia, Russia, Thailand and other international markets, and has successfully landed many international fashion events such as international fashion week Milan and Germany CPD.

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Betu (100) fashion is one of the brands of Hong Kong listed companies and Dassault group. In 1998, it founded the Shenzhen hundred do Fashion Co., Ltd., which has been developing rapidly for more than 20 years. It has become one of the most famous brands of women's clothing in Hongkong.

At present, there are more than 450 modern fashion shops.

product differentiation

Lily: the product is located in the young OL business suit, dedicated to meet their important business occasions dressing needs.

The style of clothes is fresh and bright, modern and simple, so that everyone can deduce the right style of self.

The fashionable products that are not eliminated are full of gas and are very thin, whether they are casual or commuting.

Betu: we aim at the new age of young urban consumers between 23~32 years old. They have the dream of becoming the queen of the city workplace.

Differences in business mode

In the fierce competition of women's clothing market, how did Lily go through more than 10 years of hard work to get out of its own brand?

Take the international route and become a first-class brand.

After positioning the brand to the position of "business fashion", in the downtown area of Shanghai, Beijing, Shenzhen and other cities, the Lily brand new fifth generation shop is launched. With the simplicity, modernity and strength, it highlights the quality of "business fashion" under the influence of gorgeous light and shadow.

Pay attention to brand reputation

Grasp the consumer's needs, pay attention to the product innovation, quality and cost performance, in every season, every series and each product from the design, material and other processes are strictly controlled to ensure the reputation of the brand.

E-commerce platform positioning fans marketing

Lily used to be a simple distinction between "old customers" and "new customers". The old customers used "redirection" to find and activate them. The main way to get new customers is platform activities and low price promotion.

But these are all consumer segmentation based on brand position.

In order to operate from the perspective of users, Lily has layered the consumers and adopted different marketing plans for different consumers.

Full channel, multi touch sales platform

When consumers open the public service number of Lily, see a lot of seasonal fashion products listed one by one, through the LBS positioning, find the nearest store, through the map into the store.

If customers have specific needs, they can make an appointment on WeChat.

Lily adopts Infor SCE WMS warehouse management solution to further optimize offline and online e-commerce business inventory management. Warehouse management will go beyond the inherent space constraints of warehouses and share real-time execution information with production, execution and logistics.

In addition, the full channel digital CRM is also in synchronous construction.

In the fragmented consumer market, it aims to provide consumers with better services, integrate more data and build strong consumer assets.

Betu (100) brand women's clothing has been leading the fashion trend of modern urban workplace with the idea of "changing the commuter Queen". How did it do it?

Sufficient resources

As one of the core brands of Hong Kong listed companies and De Shi Group, betu has strong financial support and management experience. Under the support of the group's strong strength and huge scale, the fashion brand has been closely following the fashion trend and has grasps the pulse of the times, and has become a well known brand in all major cities at home and abroad.

Fashion crossover and fashion show

Betu (map) has successfully implemented cross-border cooperation with many famous stars such as Tang Yan, Ying Er and Liyan Tong.

In March 2016, Shenzhen fashion week betu star, gravity, exquisite fashion, beautiful "flower rain" full of beauty show, became the focus of all media coverage.

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Consumer difference

From the crowd attribute, we can see that the consumers of the age of 39 are more attractive than the Lily for the post-90s consumers. This is because Bai has both the simple and practical style suitable for the workplace and the witty style suitable for everyday leisure.

Lily clothing is famous for its business style, consumers will choose more formal occasions, and its clothing price is also higher than that of the map. Lily dress is usually between 199 yuan and 1200 yuan, while the dress of Bai chart is generally between 100-400 yuan.

Search trend

The trend of Baidu search in the past month shows that the search trend of Lily women's clothing is almost two times that of patten, but it is not going to search words. In addition, the relevant search terms on the right side of Lily are also normal, which means that Lily needs to optimize its Baidu ranking and reduce its customers.

Due to the long time in the domestic market, consumers tend to be tired of aesthetics, so we should pay more attention to the analysis of consumer preferences and product innovation.

Consumer evaluation

The statistical results of major websites show that the positive evaluations of these two brands are concentrated in comfort and negative evaluation. The focus of the debate is concentrated on quality and price, and the controversy of Lily focuses on genuine products and sizes.

Therefore, Lily should strengthen the supervision of sales channels, protect the image of the brand, attach detailed size sheets to the size of products, and improve the service quality of Wangwang customer service, so that consumers can feel the intimate service of merchants.

For Bai chart, we should pay attention to the quality of products and do after-sale service, so that consumers can feel the high cost performance.

Conclusion:

Lily and betu (map) are also located in young urban women, attracting consumers' attention with their unique design styles.

Lily always adheres to independent innovation, successfully integrates with the international market, and becomes an international brand. Betu's fashion show attracts many media attention. In 2015, betu's first overseas show in New York Times Square officially announced betu's new strategy of "going out of the country and facing the world".