Engineering innovation association

March 438+00, 2065

changchun institute of technology

I. Summary

Food, clothing, housing and transportation, while human beings are developing and progressing, the requirements for these four aspects are also constantly improving. Food, clothing, housing and transportation are the four elements of human existence. Among them, clothes come first. The vast majority of all walks of life in today's market are extended industries of these four elements. Human dependence on clothes can be seen from the fact that clothes are not outside the body. Since ancient times, the clothing industry has a long history. Therefore, the clothing industry has a broad market.

With the leap-forward development of the national economy and the leap-forward improvement of people's living standards, people's requirements for clothing are no longer the original shame to show, but the pursuit of beauty. Everyone has a love of beauty. Under the economic conditions, everyone has been painstakingly dressing up. Clothes are art, and dressing up with art is very attractive to most young people. Many young people are very picky about the style of clothes when choosing them. On the premise that the fabric is not very bad, the pattern determines the beauty of the clothes and the sales of the clothes. And working hard on clothing patterns will definitely make the clothing industry enter a new history. Therefore, opening a distinctive clothing workshop to meet people's demand for distinctive clothing has great prospects. Therefore, engaging in the sales of special clothes is a sure thing.

Changchun clothing art studio is to firmly grasp the characteristics of this word, install clothes with art, publicize art with clothes, and open up a new world of hand-painting. Carefully draw matching patterns according to the cloth and patterns of clothes, so as to greatly increase its value. Let the clothes we make become the trend and open a new trend era!

Through the previous market investigation and market analysis, and according to strict management and careful sales, it is entirely possible for Changchun Clothing Factory to control the market, break into a new world and achieve the great cause of Changchun Clothing Factory.

Second, the workshop description

Name: Changchun Garment Factory

Overview of the workshop: The workshop was established by a joint venture of school students, based in changchun institute of technology, and mainly engaged in hand-painted clothing patterns.

Concept of the seminar:

There is nothing unexpected or impossible to draw, only the constant pursuit of art and beauty.

Workshop external cultural propaganda:

Dress with art and publicize art with clothes.

Workshop system:

Head of the International Liaison Department 1 name, newly appointed 1 name. The production department has 1 minister, 1 deputy minister and 3 members. There is a sales manager and a deputy minister, and there are two people at the beginning. Each department can expand according to the size of the workshop. They are all college students, and the members of the production department must be good at painting and have innovative thinking.

The workshop is mainly engaged in:

Mainly used for pattern processing and hand-drawing of T-shirts, shirts, sweaters and other garments.

Third, products and services

Products: all kinds of clothes with unique patterns. Buy the clothes you need from the clothing factory, hand-draw the patterns, and then sell them independently. Clothing patterns are distinctive, elegant and artistic.

Service: 1. You can draw the required pattern according to the clothes selected by the customer and his/her requirements. 2. Draw the required patterns on the clothes provided by customers, and you can charge a certain fee.

Fourth, market analysis.

Analysis of China Clothing Market

(A) the overall analysis of the clothing market

Food, clothing, housing and transportation are the four elements of human life. People put "clothes" in the first place, which shows the importance of clothes to us. China has a population of1400 million, and the huge population base itself constitutes a huge clothing consumption market. At the same time, with the soaring national income in China, after the per capita GDP in 2004 exceeded $65,438+$0,000, the China market will enter the era of boutique consumption, and clothing consumption will no longer only meet its most basic survival needs, but also leap to higher psychological needs and self-satisfaction needs. Especially after tens of millions of people enter the middle class, the demand for clothing that reflects their social status and taste will become more and more urgent, and a number of clothing brands will be achieved.

The domestic clothing market will be bigger and bigger, and the market segmentation will be smaller and smaller, but the consumption trend of the domestic clothing market in the future will be mainly quality and personalization.

(B) clothing market segmentation analysis

1, gender breakdown

Analysis of women's clothing market: women's clothing market has always been the head of the clothing market, leading the fashion and trend, and representing the fashion and personality. The frequency and amount of buying women's clothes are the most among all clothing consumption groups, and those who own women's clothes are the first in the world. Therefore, many enterprises and resources are fighting in the women's clothing market, and there are many women's clothing brands, and the gap between them is not big. According to statistics, the gap between the comprehensive market shares of the top ten brands is not big, and the total is only about 15%. Domestic women's clothing brands have a strong regional color, but none of them can form a scale and influence in the whole country, such as "Hanpai" clothing with bright colors and large blocks, Hangzhou women's clothing industry with strong cultural atmosphere in the south of the Yangtze River, and Shenzhen and Humen women's clothing industries with Hong Kong and Macao styles. Many domestic women's wear brands are basically positioned in the low-end market, and there are not many well-known brands in the high-end market.

At the same time, with the maturity of domestic consumers' consumption concept and the continuous expansion of the domestic market, the world's top women's wear brands have also entered China, and the domestic market has increasingly become an important part of the world's women's wear. Foreign women's clothing brands enter China's first tier cities, or specialized stores or counters. Although there are few channels and high price positioning at present, it has a great influence on the high-end women's clothing market and the domestic women's clothing fashion trend, and basically occupies the high-end market. At the same time, in order to open up a broader mainland market and occupy the high-end women's wear market, the cooperation between foreign brands and domestic brands is getting faster and faster, and the market competition is becoming more and more fierce.

Analysis of men's wear market: According to the fifth national census bulletin of the National Bureau of Statistics in 2000, the number of men in China is 653.55 million, accounting for 5 1.63% of the total population, slightly higher than that of women. It can be seen that men's wear consumers in China constitute a market whose capacity cannot be ignored. At present, the development of China's men's wear industry has a considerable foundation: men's wear enterprises have modern production equipment, product market positioning is relatively clear, and the quality is relatively stable. After 1 1 shirt brand was awarded "China Famous Brand" by China Famous Brand Strategy Promotion Committee in 2006, 12 men's wear brand was awarded "China Famous Brand" in 2003, and the physical quality of men's wear products in China has reached a certain level. High brand concentration and rapid development of industrial clusters; The production and operation of enterprises are developing in the direction of serialization, leisure, internationalization, multi-brand and diversification, the investment field of enterprises is expanding, and the cycle of resource integration among enterprises is shortened; Enterprises pay attention to the use of brand effect and establish cross-regional and transnational marketing networks for products. As the brand development of China men's wear market started earlier, compared with other garments, the competition is still fierce due to the emergence of new brands in various places. The top ten brands occupy almost 50% of the national market share, while the top three brands: Youngor, Shanshan and Romon have relatively stable market positions, among which Youngor has obvious market advantages, and its comprehensive market share exceeds 10%, while the comprehensive market share of other brands is low, mostly hovering around 1% and 2%, which are close to each other.

2. Age breakdown

The age classification of adult clothing in China is basically: 18-30, 30-45, 45-65, after 65.

18-30: The consumers in this age group are the most important groups in clothing consumption, generally speaking, they buy clothes most frequently and have more money. The population of this age group is about1800,000, of which the female population is slightly more than the male population, which is contrary to the overall population situation in China. This group has a certain economic foundation, a strong desire to buy, the pursuit of fashion, personality, the courage to try new things, easy to accept all kinds of new brands. A large part of this group is prone to impulse shopping. At present, it is the most competitive market segment with the most clothing brands.

30-45 years old: The consumer group of this age group is the main group of clothing consumption, and it is the group with the highest value in buying a single piece of clothing. The population of this age group is about 330 million. This group is the consumer group with the strongest economic foundation and strong desire to buy. But most people in this group have relatively mature outlook on life and values, so they have their own preferences for style and fashion. A considerable number of them already have their favorite brands, and their acceptance of new brands is low, and most of them are more rational when shopping. A considerable number of brands are positioned in this market segment.

45-65 years old: The population of this age group is about 270 million. Consumer groups in this age group have a successful career and a general desire to buy clothes, but they have a certain high-level demand for clothes (that is, brand demand).

There are few clothing brands suitable for this age group in the market, and they often can't find suitable clothing brands when they have the desire to buy, especially the female clothing brands that meet this age group are seriously lacking, and the market opportunities are greater.

After 65: The population of this age group is about 1 100 million, and the desire to buy is low, and the demand for clothing is not very strong. Clothing brands of this age group are basically vacant.

3, product category segmentation

We divide the main clothing products in the existing market into several categories, including:

Suit series

Business formal wear series includes business clothes worn in formal business activities and high-level business meetings, including suits (suits) and evening dresses (banquet clothes). This kind of clothing represents classic, extraordinary and noble, and is known as "aristocratic clothing". This kind of clothing has a certain market demand and high value.

Haute couture collection

High fashion is also called "star clothing" because it is often expensive, such as wearing it at various fashion dinners and high-end ceremonies. This series of clothes is characterized by luxury and luxury, and most of them are purely personalized (that is, personal customization) as the business model.

Weekend leisure series

In the weekend leisure clothing series, it can also be subdivided. According to the types of leisure appearing in the market today, it can be roughly divided into: mass leisure (such as Giordano, Benillo, etc. ), sports and leisure (such as Nike, Adidas, Li Ning's international professional sports and leisure, tennis leisure in lacoste, golf leisure in wolsey, etc. ), fashion and leisure (such as ONLY, VEROMODA, etc. ) and outdoor recreation (such as Paul Shark). Although there are more and more competitors in the field of leisure brands, each brand has begun to extend the clothing field of its original brand and put some specific life or entertainment concepts on it to make it more vivid and more acceptable to consumers.

"new dress" series

With the "intellectual elite group" becoming the mainstream of urban society, the dual pursuit of leisure, humanity and nature has become fashionable, and a large number of life-oriented formal attire, casual formal attire, fashionable formal attire and business casual attire have emerged, which have jumped out of the traditional formal attire or casual attire and can all be unified into "new formal attire" series. In recent years, casual formal attire has become a popular trend in the international clothing market. The concept of "new dress" is produced under the trend of recent years. It is located in the social mainstream of "intellectual elite group", and is committed to creating the dual pursuit of leisure taste, humanism and natural fashion, providing a choice for men/women to show their charm beyond 8 hours. In particular, the business and leisure series is an increasingly respected way of dressing in the international consumer market in recent years, that is, it can be worn in general business occasions or outside eight hours, so as to enjoy work and life more easily. Therefore, it is increasingly loved by most white-collar workers and successful people. Because "new formal dress" inherits the dual elements of formal dress and casual dress, it has grown into an independent clothing culture. The leading consumer group of "new formal attire" is young talents from all walks of life, including technical and knowledge-based art, and this consumer group is expanding rapidly.

(iii) Business analysis

At present, clothing brands mainly operate in two modes: mass brand and professional brand. The two operating modes are essentially different in design, production, price, channels and promotion.

Volkswagen brand analysis

Design and production: domestic mass clothing brands are mainly designed to meet the overall needs of the mainstream public; In production, it is mainly based on mass customization.

Price: at present, the mainstream price of domestic mass clothing brands is mainly concentrated in the middle and low grades; The middle and high-end prices are basically formal clothes and fashion brands; Few foreign popular clothing brands have entered the domestic market, and most of them have entered the high-end market.

Channel: At present, the popular channel modes in the mass clothing brand industry are: self-operation, franchise and agency, and the relationship among them lies in the closeness between cooperative operators and enterprises: the self-operation marketing mode is more closely controlled by enterprises, and the management can be shifted by the will of enterprises, with less management resistance, but relatively speaking, the operating cost will be higher; The agent-based brand marketing channel management mode requires the partners of the enterprise to have a strong sense of brand marketing and management, and has higher requirements for the business network and background advantages of the business area. The cooperation between the two parties depends on the profit performance of products in the market, and the management of enterprises to agents is weak, and they are mostly in the relationship of guidance and help; Compared with franchise marketing cooperation, it is a combination of self-management and agency, in which there will be enterprise resources and capital investment, and marketing promotion will be carried out with the help of the geographical advantages of partners. However, in the cooperation of franchise channels, enterprises need to have strong brand management ability and market image building ability in order to provide franchisees with more lasting business power. In the setting of marketing location, it can also be subdivided into mall marketing, franchise marketing and k/A (especially supermarket chains and hypermarkets) group marketing. In large and medium-sized cities, when consumers buy high-value clothes, they often choose shopping malls with high reputation and good image. For clothing brand products, shopping malls can provide more sufficient consumer groups, and can also enhance the brand appeal and influence through the word-of-mouth and image of shopping malls. However, after all, the shortage of manpower, the limited operating area of shopping malls and the limited number of shopping malls in the city have caused many brands to compete for posts. As a result, although the sales of products in shopping malls are high, they are not profitable (high operating deduction points, slow capital turnover, low management efficiency and black cost expenditure that often occurs in "black box" operations);

However, the marketing methods of clothing brands' franchise stores mostly appear in the streets or commercial buildings (cities) in urban commercial dense areas in the form of special pavilions. The establishment of franchise store marketing form can better reflect the image expression of the brand, and can also set up brand culture and product style independently through independent exhibition space, so some enterprises develop franchise stores in a larger direction, such as the so-called flagship store or central store form. K/A group marketing is more suitable.

China Leisure Clothing Market Analysis Report

On the basis of analyzing the present situation of the leisure clothing market in China, the report makes a detailed analysis of the leisure clothing industry environment, leisure clothing industry chain, leisure clothing market supply and demand, leisure clothing price and leisure clothing production enterprises, so that enterprises and investors can fully and deeply grasp the present situation of the leisure clothing product market. At the same time, in order to enable enterprises and investors to grasp the future market development trend of casual wear, the future development trend and market prospect of casual wear industry are scientifically and rigorously analyzed and predicted; In addition, in the part of investment analysis, the basis of enterprise investment decision-making is emphatically analyzed, and investment suggestions are given comprehensively. China leisure clothing market analysis report is as follows:

Due to the accelerated pace of modern life and increasing work pressure, people pursue a relaxed and leisurely mentality in their spare time, which is reflected in the concept of clothing. Casual wear has invaded the hereditary territory of formal wear with an irresistible trend (except for some major formal social occasions). In recent 10 years, casual clothing has rapidly developed into a new bright spot in the clothing industry, people's clothing consumption and the new focus of media attention.

Under the influence of the leisure trend, the concept of business leisure has been introduced into formal suits and suits, and casual wear has become the most widely and universally worn clothing by men in China. Market share has been rearranged, and casual wear, as an imported product, has become the fastest growing market share among men's wear, women's wear and children's wear.

China's casual wear has experienced three generations of development. The first generation is the concept of casual wear brought by Hong Kong, Macao and Taiwan brands entering the mainland; The second generation is the rise of domestic brands and the popularity of casual wear; The third generation is the emergence of the concept of casual clothes characterized by pursuing individuality, fashion, high quality and embodying a new lifestyle; At present, China will enter the fourth generation leisure clothing industry, and the production and manufacture of clothing will pay more attention to technology and technology. Cross-domain brand operation will become an important survival skill for enterprises. In China, the leisure clothing industry base is basically in a state of "three pillars". Shanghai School, Fujian School and Guangdong School, with Shanghai, Jiangsu and Zhejiang as the main bodies, have their own strengths.

The change of fashion trend and the growth of sports and leisure clothing market scale are the two driving forces for the growth of clothing retail scale in China. According to the research of China Business Information Network, the leisure clothing market in China was nearly 500 billion yuan in 2009. Analysts of China Business Information Network predicted that the leisure clothing market in China would exceed 700 billion yuan by 20 13.

At the same time, casual wear and sportswear have a considerable proportion of overlapping parts, which can often be used interchangeably. Sportswear is closely related to modern lifestyle. Paying attention to the quality of life and emphasizing the important value of leisure life have led to the popularity of sportswear. Sportswear is the name of modern emerging fashion clothing category. With the rise of fitness craze and the increase of fitness crowd, it has virtually promoted the sales of sports and leisure clothing, and has a trend of leading the mainstream of clothing market.

In the past two years, international leisure clothing brands have continuously seized the China market, and the market competition has expanded from first-tier cities to second-and third-tier cities. In the competition between second-and third-tier cities and rural markets, domestic leisure clothing enterprises should strengthen their independent research and development capabilities, develop their own brand characteristics, and attach importance to the quality of products and services in order to win market share.

Verb (abbreviation of verb) Market competition strategy and advantages;

Because 18-30 age group is the most important group of clothing consumption, and it is the group that buys clothes most frequently and buys more as a whole. This group has a certain economic foundation, a strong desire to buy, the pursuit of fashion, personality, the courage to try new things, easy to accept all kinds of new brands. A large part of this group is prone to impulse shopping, and it is also the most competitive market segment with the most clothing brands.

This is an era of individuality. Youth is vitality, and youth has capital. Young people's pursuit of the trend is infinite. At present, all kinds of casual clothes on the market can't meet the market demand. It is understood that many people are dissatisfied with the patterns on clothes, and the patterns on clothes, especially casual clothes, are what they value most. No one will choose a picture they hate because of the good quality of clothes. Nowadays, people have reached the point where they would rather die than surrender to what they can't accept.

According to the survey, many people in middle schools and universities now draw their favorite patterns on the clothes they buy, and school uniforms are the main victims of graffiti because of monotony. Although most people are willing to draw their favorite patterns on clothes, most people don't have the ability. So when I see the distinctive clothes that others wear, I feel very individual and envious.

Not only students, but also young people who are out of society are happy to wear beautiful and elegant clothes with hand-painted patterns. They say that this kind of clothes is one of the choices because of its distinctive features and personality.

In addition, the survey data shows that in Changchun, the average person buys three clothes (summer clothes) every year. The price acceptance is mostly around 30 yuan. And the price of 40 to 50 is acceptable.

Secondly, it is understood that the garment factory is happy to give the sample to others, because this is the most troublesome part and the most laborious and expensive part.

Changchun clothing art workshop aims at the personality trend clothing of young people.

(A) market competition strategy:

1, winning by quality. Ensure the quality of clothes, paints and painted patterns purchased. The material does not fade, and the color is beautiful and generous.

2, the characteristics win. Ensure self-characteristics, design style and try to meet customer requirements.

3. Publicity won. Make good use of the propaganda of cooperative organizations, grasp the characteristics of college students' entrepreneurship to attract public attention, and establish a stable publicity and sales channel.

4. Brand wins. In order to ensure that it will not be copied and imitated, it is necessary to establish a brand, own its own trademark, register it well and seek legal protection.

(2) Advantages:

1, a vast market. Our target market is college students in Changchun, middle and high school students in Changchun, and fashionable young people in society. Customers are highly targeted. So the demand is infinite.

This team is very strong. The members of Changchun Garment Workshop are all college students with excellent knowledge and skills. Painting talents are selected from 20 colleges and universities, which ensures the selling point of clothing. Talent is priceless. A strong team constitutes the core competitiveness.

3, simple manufacture, low cost and high profit. Because the products have distinctive features, as long as the publicity is in place, the sales will be strong. Characteristic is life.

Six, marketing strategy

According to various situations, formulate the following marketing strategies:

1. High quality and low price: We must ensure the quality of semi-finished clothes purchased from clothing manufacturers and try our best to lower the price to ensure the profit of Changchun clothing workshop. The first batch of clothes 100 pieces, and the average price of each piece is estimated 10 yuan.

2. Bring out the best in each other: rent a storefront of about 50 square meters, and the storefront should be in a place where universities are concentrated. In order to save costs, you don't need to decorate, you can paste artificial pictures and form an artistic space with clothes. This feature is more prominent. The monthly rent is around 600 yuan.

3. Deeply rooted in the hearts of the people: advertising, mainly leaflets, in various colleges and universities. First, we should attract their curiosity, second, win their love, and then gradually build their popularity. Because you advertise yourself, you only need to pay the printing fee, and the sales department is responsible for the distribution of leaflets. Printing fee per month 100 yuan.

4. Sincere cooperation: All colleges and universities have calligraphy and painting associations, and Changchun Art Workshop cooperates with them to recruit talents and use them to promote sales in their respective schools.

Seven. financial analysis

Initial investment:

(1) Buying clothes: 1000 yuan.

(2) Expenses for equipment such as pigments and brushes: one set 100 yuan, and the initial purchase 10 set * * * 1000 yuan.

(3) Flyer printing fee: RMB 0/00 per month.

(4) Store rent and decoration expenses: deposit and five-month rent in advance, 3,500 yuan.

Initial income: The price of each piece of clothing ranges from 30 yuan to 50 yuan, and three grades of prices are set according to the matching and aesthetic degree of patterns. They are 30 yuan, 40 yuan and 50 yuan. Among them, there are 30 in 30 yuan, 40 in 40 yuan and 30 in 50 yuan.

Income after all sales (one month): 3400 yuan.

Investment plan for the later period: the number of clothes purchased at one time 100, and two branches will be opened in Changchun within one year. Set up branches in five universities. Each branch school is complete and unified under the management of changchun institute of technology headquarters.

Annual sales budget: each university sells 100 pieces ***500 pieces a year. The total sales of this store is 800 pieces.