Each industry has its own life cycle, including the introduction, growth, maturity and decline of the four stages, but the life cycle of the garment industry is hard to say, really, can not specifically refer to the apparel industry, but to subdivide the following clothing Each category, such as clothing, underwear , sleepwear, swimwear, clothing has a lot of categories, may, the boundaries between each category is not very clear, like the clothing brand will not only produce fashion, pajamas brand will not Only produce home service, sometimes extended to underwear, swimwear and other categories. Now we want to say subversive business positioning, Shenzhen is home wear brand Guge be illustrated. In a sense, "positioning" is to draw a niche for themselves to realize differentiated competition and avoid cruel and direct price fight. However, traditional positioning theory can not completely solve this problem because it can not get rid of the limitations of the original industry. Shenzhen Guge home service from the beginning also received the limitations of the original industry, the product can not open the market, its own brand from consumers, brand awareness is low, good products can not be launched. However, after a short period of low tide, the founder of Guge conducted a subversive start-up orientation on the brand and chose to move against the trend of the reverse industry. Whether it is fashion or underwear, in the market at the time, consumers buy clothing products need to try on in the shop, even close to such as underwear, but also need to try on to ensure the purchase of clothing personal comfort, many shops are relying on This service received a large number of consumer groups. However, Gu Ge but through the "addition and subtraction method" to get rid of the tide of industry development, creating new growth opportunities. Guge "subtraction" refers to the sale of products in the store is not allowed to try on, first look at this increase in sales without any help, but will result in decreased customer experience. However, it is precisely because of this "subtraction" that Guge "Addition" is actually highlighted in the industry. Since it can not be tried on, the consumption time of consumers is greatly reduced, and Gu Ge firmly believes that the design and quality of his brand, such as the quality of the encounter Return the problem will be in front of customers to destroy the product, so as to ensure the rapid sales of products, but also give customers an intuitive brand experience. It is precisely because of the Guge home-service subversion of entrepreneurial orientation, choose the trend of reverse industry move, in order to create a new sales model. Guge used in the store's "addition and subtraction," so that the turnover of physical stores exceeded 5 million, so pajamas pajamas to join the brand, underwear agents / joined to attract a large number of entrepreneurial groups, which is Guge " Addition and subtraction, "the other favorable side effects. For another idea, subversive positioning, advance into the fast lane of brand growth.
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