Competition in the woolen coat market has entered a new stage

Competition in the woolen coat market has entered a new stage

Since the reform and opening up, China's woolen fabric coat market has developed rapidly. It has gone through the seller's market-oriented wholesale stage and the primary sales stage where channels are king. It is currently in the mature sales stage where consumer demand drives product innovation. It is about to enter the stage of consumer lifestyle and A new stage of brand integration.

At this stage, when consumers buy coats, they mainly focus on whether the product itself meets their own needs, including quality, functionality, fashion, fit, price and certain brand awareness. Manufacturing companies need to accurately and forward-lookingly design, develop, and produce relevant products based on fashion trends, technological development, market preferences, etc. The core competitive advantages of product strength at this stage include R&D and design capabilities, supply chain integration capabilities, marketing and promotion capabilities, etc.

Judging from the successful experience of international brand giants with a long history and the trendy brands that have risen to a phenomenal level in recent years, coats not only reflect the wearer's dressing style, but also convey their lifestyle, quality and attitude. China's woolen coat industry has accumulated over the past thirty years in raw materials, textiles, coat design, production, and marketing, as well as the disruptive innovations brought about by the Internet and digital technology, and it already has the soil for the birth of top local brands.

Therefore, coat manufacturers in the future need to focus on the brand and manage a group of specific consumer groups that are consistent with the brand's tone, so that companies with brand power will be more differentiated and competitive.