Competitive Analysis of Wedding Dress Industry Enterprises_Industry Competitiveness

The bridal industry is currently one of the fastest growing industries in China, since 93 years from Taiwan into mainland China to get rapid development and growth, the past decade has been maintaining a high growth rate and international market share. In the fierce market competition, the wedding industry has emerged a number of very competitive enterprises, some of which have high visibility and popularity index. According to the characteristics of the competitive advantage of enterprises, enterprises in the bridal industry can be divided into three types: scale-competitive, product-dominant and brand-competitive. Among these three types, the scale of competition is relatively advantageous.

The first is the scale of competitive advantage. Scale competition type of enterprise is characterized by the scale in determining the competitiveness of its role in the high and low is greater than the role of product-led. In the wedding industry, the top three companies in each product category, such as the album Jingchen is a typical example, they are to scale to capture the market. In the wedding industry, Jingchen and Qianqiao had not in a class; in terms of sales, it has also been ranked in Taiwan after the album, but Jingchen from 1998 to the present, has been created for several years in a row sales of the first, creating the wedding industry and another miracle of the album manufacturing. But just have the scale is still not enough, for an enterprise without product leading is also never.

This leads to the second type: product-led advantage type. The competitiveness of this type of enterprise is characterized by product-driven in determining the size of the competitiveness of the role played by more than the role of scale. In the wedding industry, there is a considerable part of the enterprise belongs to the product-dominant enterprises. Product-led enterprises and other enterprises than the importance of product competitiveness, but in the decision of product competitiveness, different enterprises, the importance of different factors vary. For example, since 1996, Chien Qiao Albums entered the Chinese market, has been the pursuit of high quality and innovative product control as the leading, coupled with perfect quality management, so that Chien Qiao Albums quickly sold in mainland China and Asian countries, Chien Qiao at the same time become the industry's well-known brands.

When an enterprise has both a large scale, and achieved good results, how to develop the enterprise? This is the third type we are going to talk about: brand competitive advantage type. Scale and product dominance in determining the competitiveness of this type of business, play a comparable role. Wedding industry has been more and more enterprises realize the importance and urgency of this competitiveness. Such as the wedding dress of Cai Mei Yue launched ROSE MADAM, album Jing Chen launched international brand crocodile, G2000, Picasso, Chian Qiao album "Chian Qiao" brand, "Taiwan Photo Album" and so on, these are enterprises to establish the brand achieved results. On the external side, brand-competitive enterprises constantly appear in major media to develop and continue their brand advantages. Internally, they are strengthening their own enterprise informationization and e-commerce process to a greater extent. After joining the WTO, the competition in the wedding sand market will enter into a white-hot state, and China's wedding sand market will surely become a "big cake" for international wedding sand brands. And this is the brand competition type enterprise's huge business opportunities, they are bound to seize is the international wedding market share. Such as the previously mentioned Qianqiao album, the focus on the mainland market at the same time, but also in the active development of overseas markets, the company's products will soon be exhibited in Cologne, Germany, which will make Qianqiao a better foothold in the highly competitive market. In addition to the above enterprises, there are more and more small and medium-sized enterprises in the innovation and establish their own good brand image, the emergence of a new generation, play their respective brand competitive advantages, in order to fight for a better performance in the market, such as Bella (the original happy edge of the albums), Yazhuan albums of the Playboy and so on. By the actions of these manufacturers we can also see that the market today and in the future, will let the brand to determine the winners and losers.

The wedding industry has a high degree of market concentration, due to the closure of the wedding market and traditional concepts of bondage, wedding industry companies are accepting more and more traditional market test, the attack of SARS in May, the market is no one to go to the exhibition is not expected to be held in August, the wedding season comes early, but also allows us to feel the cruelty of the wedding market. In this industry, due to the scale of competitiveness of the decision of the role of the obvious, so the competitiveness of the faster strategy is to implement the bottom price differentiation or low price standardization strategy, the use of low prices is conducive to open up the market, expanding market share. In the scale of competitive enterprises typical of the album enterprise JingChen is the successful use of volume and low price differentiation strategy example. It occupies a large chunk of the market with the scale, and in 2003, it launched three international brands, rapidly expanding the international market, the reason why JingChen can achieve such performance, and the enterprise chooses low-cost differentiation strategy and brand differentiation strategy. From this, no matter the scale of competitive advantage type or product dominant advantage type of enterprise, as long as it wants to do a good job, and finally to brand competitive advantage type.

Finally, to quote the words of a successful person: "Scale expansion is our means, is a process, our purpose is brand expansion." China's vast territory, the world's market potential is huge, how do we break through? This is a question for each of us to think about!