“一带一路”背景下印度服装市场特点及中国企业进驻策略
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摘要
通过对印度服装市场与国际服饰品牌进驻策略的情况进行文献资料的调查与研究分析,发现印度市场具有一定的发展前景,但印度服装市场与中国本土服装市场具有不同的特征,从这一角度出发,中国服装企业在进驻印度市场时需要有灵活的策略:差异化营销、品牌授权和合资方式等品牌策略;注重印度人审美偏好、融入印度元素的产品策略;重视市场区分度高低有别的灵活性价格策略;瞄准印度人电商购物的热情,充分利用线上渠道的策略;发挥"粉丝经济"效应、互联网推广等多模式、多渠道切入的促销策略。
Through the investigation and analysis of the literature about Indian fashion market and the entry strategies of international apparel brands, the author has discovered that Indian fashion market has promising prospects. Nevertheless, there are apparent differences between Indian fashion market and Chinese fashion market. From this perspective, flexible strategies are necessary for Chinese apparel enterprises to enter the Indian market: brand strategies such as differentiated marketing, brand licensing and joint venture; product strategies such as focusing on Indians' aesthetic preferences and integration of Indian elements; flexible pricing strategies for different market segments; strategies targeting Indians' enthusiasm for e-commerce shopping and making full use of online channel; multi-channel promotion strategies such as giving play to "fan economy" effect and using the Internet for promotion.
Through the investigation and analysis of the literature about Indian fashion market and the entry strategies of international apparel brands, the author has discovered that Indian fashion market has promising prospects. Nevertheless, there are apparent differences between Indian fashion market and Chinese fashion market. From this perspective, flexible strategies are necessary for Chinese apparel enterprises to enter the Indian market: brand strategies such as differentiated marketing, brand licensing and joint venture; product strategies such as focusing on Indians' aesthetic preferences and integration of Indian elements; flexible pricing strategies for different market segments; strategies targeting Indians' enthusiasm for e-commerce shopping and making full use of online channel; multi-channel promotion strategies such as giving play to "fan economy" effect and using the Internet for promotion.
引文
[1]王海运,赵常庆,李建民,等.“丝绸之路经济带”构想的背景、潜在挑战和未来走势[J].欧亚经济,2014(4):5-8.WANG Haiyun,ZHAO Changqing,LI Jianmin,et al.The background,potential challenges and future trend of the “Silk Road Economic Belt” [J].Russian Central Asian & East European Market,2014(4):5-8.
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[10]田国鹏.我国服装营销理论与实践研究的相关性分析[D].上海:东华大学,2016.TIAN Guopeng.Correlation Analysis of Clothing Marketing Theory and Practice Research in China [D].Shanghai:Donghua University,2016.
[11]郑磊.国际品牌授权:服饰企业品牌国际化的捷径[J].中国纺织,2004(5):168-169.ZHENG Lei.International brand licensing:a shortcut to brand internationalization of apparel enterprises [J].China Textile & Apparel,2004(5):168-169.
[12]王健.国际二三线服装品牌进驻中国市场的适应性分析[D].大连:大连工业大学,2013.WANG Jian.Adaptability Analysis of International Second and Third Line Fashion Brands in Chinese Market [D].Dalian:Dalian Polytechnic University,2013.
[13]笪亘.国际品牌产品进入中国市场的产品设计策略研究[D].上海:东华大学,2014.DA Gen.Research on Product Design Strategy of International Brand Products Entering Chinese Market [D].Shanghai:Donghua University,2014.
[14]郭先登.论纺织服装业品牌发展的策略问题[J].山东纺织经济,2006(2):4-7.GUO Xiandeng.On the strategy of brand development in textile and garment industry [J].Shandong Textile Economy,2006(2):4-7.
[15]凌慧.中国手机企业印度市场进入策略研究[D].杭州:浙江大学,2018.LING Hui.Research on the Entry Strategy of Chinese Mobile Phone Enterprises in India Market [D].Hangzhou:Zhejiang University,2018.
[16]闫丽娟.基于消费者选择的产品定价策略研究[D].上海:上海交通大学,2009.YAN Lijuan.Research on Product Pricing Strategy Based on Consumer Choice [D].Shanghai:Shanghai Jiaotong University,2009.
[17]邹松.印度着力挖掘“人口红利”力推制造业注重劳动力培训[EB/OL].(2015-11-03)[2018-16-13].http://intl.ce.cn/sjjj/qy/201511/30/t20151130_7195663.shtml.ZOU Song.India seeks to tap the “demographic dividend” and push the manufacturing sector to focus on workforce training [EB/OL].(2015-11-03)[2018-16-13].http://intl.ce.cn/sjjj/qy/201511/30/t20151130_7195663.shtml.
[18]刘娟,孙虹.五大时装之都的经验对浙江时尚产业发展的启示[J].丝绸,2018,55(7):64-69.LIU Juan,SUN Hong.Inspiration from the experience of five fashion cities to the development of fashion industry in Zhejiang [J].Journal of Silk,2018,55(7):64-69.
[19]李一丹.网上丝绸之路对区域经济的影响研究[D].北京:中国社会科学院研究生院,2017.LI Yidan.Research on the Impact of Online Silk Road on Regional Economy[D].Beijing:Graduate School of Chinese Academy of Social Sciences,2017.
[2]丁阳.“一带一路”战略中的产业合作问题研究[D].北京:对外经济贸易大学,2016.DING Yang.Research on Industrial Cooperation in “the Belt and Road” Strategy [D].Beijing:University of International Business and Economics,2016.
[3]杨晓萍.“一带一路”与中国—南亚命运共同体的构建[J].当代世界,2015(11):46-49.YANG Xiaoping.“The Belt and Road” and the construction of China-South Asia community of common destiny [J].Contemporary World,2015(11):46-49.
[4]黎海波.宗教与印度服饰[J].世界宗教文化,2006(1):57-59.LI Haibo.The religion and costumes of India [J].The Religious Cultures in the World,2006(1):57-59.
[5]赵颖.印度服装消费“西风”渐劲[N].中国纺织报,2014-03-19(002).ZHAO Ying.Apparel consumption in India is becoming westernized [N].China Textile Daily,2014-03-19 (002).
[6]熊妮可.服装品牌和零售商扩展中国和印度市场[EB/OL].(2017-07-24)[2018-10-13].http://news.china-ef.com/609118.html.XIONG Nike.Apparel brands and retailers expand the Chinese and Indian markets [EB/OL].(2017-07-24)[2018-10-13].http://news.china-ef.com/609118.html.
[7]穆克蒂·凯尔.印度时尚业与传统手工业[J].商业史评论,2011(2):345-366.KHAIRE Mukti.The Indian fashion industry and traditional Indian crafts [J].The Business History Review,2011(2):345-366.
[8]孙晓.中、美、日、韩互联网与通信产业国际竞争力比较研究[D].长春:吉林大学,2015.SUN Xiao.International Competitiveness of Internet and Communication Industries in China,America,Japan and Korea [D].Jilin:Jilin University,2015.
[9]魏道培.印度电商服装销售何以超中国[J].中国纤检,2015(S1):80-81.WEI Daopei.Why India’s e-commerce for clothing sales better than China [J].China Fiber Inspection,2015(S1):80-81.
[10]田国鹏.我国服装营销理论与实践研究的相关性分析[D].上海:东华大学,2016.TIAN Guopeng.Correlation Analysis of Clothing Marketing Theory and Practice Research in China [D].Shanghai:Donghua University,2016.
[11]郑磊.国际品牌授权:服饰企业品牌国际化的捷径[J].中国纺织,2004(5):168-169.ZHENG Lei.International brand licensing:a shortcut to brand internationalization of apparel enterprises [J].China Textile & Apparel,2004(5):168-169.
[12]王健.国际二三线服装品牌进驻中国市场的适应性分析[D].大连:大连工业大学,2013.WANG Jian.Adaptability Analysis of International Second and Third Line Fashion Brands in Chinese Market [D].Dalian:Dalian Polytechnic University,2013.
[13]笪亘.国际品牌产品进入中国市场的产品设计策略研究[D].上海:东华大学,2014.DA Gen.Research on Product Design Strategy of International Brand Products Entering Chinese Market [D].Shanghai:Donghua University,2014.
[14]郭先登.论纺织服装业品牌发展的策略问题[J].山东纺织经济,2006(2):4-7.GUO Xiandeng.On the strategy of brand development in textile and garment industry [J].Shandong Textile Economy,2006(2):4-7.
[15]凌慧.中国手机企业印度市场进入策略研究[D].杭州:浙江大学,2018.LING Hui.Research on the Entry Strategy of Chinese Mobile Phone Enterprises in India Market [D].Hangzhou:Zhejiang University,2018.
[16]闫丽娟.基于消费者选择的产品定价策略研究[D].上海:上海交通大学,2009.YAN Lijuan.Research on Product Pricing Strategy Based on Consumer Choice [D].Shanghai:Shanghai Jiaotong University,2009.
[17]邹松.印度着力挖掘“人口红利”力推制造业注重劳动力培训[EB/OL].(2015-11-03)[2018-16-13].http://intl.ce.cn/sjjj/qy/201511/30/t20151130_7195663.shtml.ZOU Song.India seeks to tap the “demographic dividend” and push the manufacturing sector to focus on workforce training [EB/OL].(2015-11-03)[2018-16-13].http://intl.ce.cn/sjjj/qy/201511/30/t20151130_7195663.shtml.
[18]刘娟,孙虹.五大时装之都的经验对浙江时尚产业发展的启示[J].丝绸,2018,55(7):64-69.LIU Juan,SUN Hong.Inspiration from the experience of five fashion cities to the development of fashion industry in Zhejiang [J].Journal of Silk,2018,55(7):64-69.
[19]李一丹.网上丝绸之路对区域经济的影响研究[D].北京:中国社会科学院研究生院,2017.LI Yidan.Research on the Impact of Online Silk Road on Regional Economy[D].Beijing:Graduate School of Chinese Academy of Social Sciences,2017.