看Levi’s 如何抢滩中国市场

——Levi’s 在中国的市场营销分析 1 背景篇（背景介绍）

Levi's(李维斯)是来自美国西部最闻名的名字之一。1853年犹太青年商人LeviStrauss(李维?史特劳斯)为处理积压的帆布试着做了一批低腰、直筒、臀围紧小的裤子，卖给旧金山的淘金工人。由于这种裤子比棉布裤更结实耐磨而大受欢迎。于是，李维索性开了一家专门生产帆布工装裤的公司，并以自己的名字“Levi's”作为品牌，Levi's(李维斯)的神话也由此展开。10年前，Levi’s进入中国市场，一时间风靡中国，Levi’s以其“独立”、“自由”、“冒险”、“性感”的品牌文化，感染了无数年轻人，成为年轻人的最爱。但Levi’s在中国的开拓并非一帆风顺，对中国消费者心理的不了解，和一度自身定位的不明确，也使Levi’s在中国的发展陷入僵局，但而今，大型卖场都可见Levi’s的身影，Levi’s在中国的零售店铺已达2000家之多，20xx年底，Levi’s又推出与李维斯并列的一个新品牌——单宁镇（dENiZEN），专为中国人量身打造。到底Levi’s经历了怎样的华丽转身，又是如何在中国的牛仔裤市场牢牢站住脚跟的，为此，我们小组将对Levi’s在中国的营销策略进行分析。

首先，让我们先来看看李维斯为什么选择中国市场。

2 分析篇

2.1 宏观环境分析

二战后，全球经济一体化不断加强，欧美国家的世界顶级品牌纷纷将目光锁定中国市场，转嫁危机，中国以其庞大的市场优势，成为了世界品牌抢滩亚洲市场的第一步。20世纪80年代，中国拉开了改革开放的序幕，社会环境日益开放，政治日益民主化，减少了对市场经济的干预，为外来品牌的进入提供了良好的社

会发展空间。

同时中国经济的高速发展也带动了国民消费水平的日益提升，中国人的消费结构和消费观念发生变化，消费者开始追求精神的满足，消费的个性化，购买自然而安全的商品，这为拥有深厚文化底蕴的世界品牌提供的肥沃的土壤。

因此从宏观角度看，我们分析得出李维斯选择中国有其自身大方向的考虑。 那么从微观角度看，李维斯在中国又遇到了哪些机遇和挑战呢？

从现有企业竞争强度分析来看

在国内的一些大中型城市和一些注重现代感的城市，洋品牌占据了明显优势。它们成功的品牌形象和整体营销策划“功不可没”。而目前市场上国内品牌对于国外品牌还没有形成什么强烈的冲击。因此，李维斯的竞争对手主要是国外的一些牛仔裤品牌。其中CK和Lee已经成为李维斯的主要竞争对手。

1）CK它一直坚守完美主义，每一件CK时装都显得非常完美。成为了新一代职业妇女品牌选择中的最爱。其设计风格体现为简约,优雅,性感,经典时尚 。

2）LEE，是一个创建于1889年的美国著名牛仔裤品牌，以英伦摇滚风格闻名于世，追求实用与时尚，成为牛仔裤坛的经典与权威。

牛仔市场中的三强Levis、Lee、CK在推出新商品的同时全力出击营销，从季度初就开始展开了激烈的竞争。Levis必将遭遇一场牛仔装市场中的激烈角逐。

理解了李维斯竞争者的境况，我们又进一步对牛仔裤的消费者进行了分析，从牛仔裤的消费年龄结构来看：牛仔裤的消费群体基本上是18-40岁，其中以职业：学生、上班族、户外运动、自由职业者，他们热爱生活、追求时尚、追求个性、勇于挑战，有活力、爱冒险，自由休闲是他们的生活追求。从消费者偏好来看：

随着中国的经济发展，消费者的偏好也发生变化，不在仅以价格做判断，相比之下更加注重裤子的质量，还有商品所体现的个性化和时尚化。而且趋向于从品牌文化中寻找与自身贴合的商品。这对商品的推广有了更高的要求。

最后从消费者心理分析来看：中国消费者已经越来越重视产品质量和性价比。面对如此现代如此多元化的品牌，消费者会难以选择，之所以许多消费者更愿意选择大品牌，很大部分原因是因为这些大品牌有明确的定位，穿在身上不但满足了自己的生理需求，更向别人传达了某种信息，从而满足了消费者的心理需求。

之后我们又利用swot分析深入研究李维斯在中国发展的优劣势情况。

2.2.3 SWOT分析

1、竞争优势（Strength）李维斯是全世界最大的牛仔裤公司。牛仔裤是非常专业的产品，而且李维斯非常有实力，能很快抓住流行元素，同时从品牌销售中获取新的一手信息。这是李维斯的最大优势。国际化的大品牌李维斯所提供的性价比不是本土企业所能比拟的。其次，历史悠久，深厚的品牌文化底蕴是其竞争的强大后盾。

2、竞争劣势（Weakness）李维斯的前任一直坚持在中国这个世界工厂里将一条牛仔裤卖到上千元，然而，人民币299-399元，是一条品牌牛仔裤在中国市场上的主流价格，因此，价格是李维斯在中国的变革之前最大的劣势。

3、竞争机会（Opportunity）中国不只拥有13亿潜在的客户，还拥有世界上增长最快的中产阶级,中国政府正努力鼓励他们加大消费。中国的消费水平在不断提高，中国人对国际化大品牌的痴迷和追捧无疑是李维斯的竞争机会。

4、竞争威胁（Threat）

1）强大的竞争对手：牛仔市场中的三强Lee、CK在推出新商品的同时全力出击营销

2）本土企业的阻碍：中国是一个可以把牛仔裤做到1美元的国家，保证低价的前提下，本土的企业也是跟随时尚的潮流，把款式做的新颖漂亮。这无疑是李维斯在中国发展的阻碍。

3）电子商务的空白：在这个信息化的时代，很大一部分人群都已习惯于在网上购物。在中国，年轻一代都习惯网购，他们喜欢足不出户在家就享受购物的便利和乐趣。然而，李维斯在电子商务这方面却是空白，他们是完全以实体专卖店的形式推广李维斯这个品牌的。

在分析了李维斯竞争市场在中国发展的机遇和挑战之后，李维斯就要开始真正的

行动起来。要行动当然必须先做好基础工作（所谓磨刀不误砍柴工），那么什么是基础工作呢，当然是李维斯的市场定位。

根据消费者分析，我们可以很清楚知道牛仔裤市场面对的消费人群在18-40岁之间，职业有：学生、上班族、户外运动、自由职业者等。他们热爱生活、追求时尚、追求个性、勇于挑战，有活力、爱冒险，自由休闲是他们的生活追求。对于李维斯牛仔裤来说，年龄本不是问题，但如果一定要在前面加上年龄限定，安德森说，大概是18-35岁。定性研究表明，这一群体是特别钟情于牛仔服装的，因为合身的牛仔服装给他们带来的舒适感无与伦比。不过，大多数人要寻觅到一条臀部和腰部都很贴身的牛仔裤，往往需要付出大量的精力，而这些人大都是时尚的追随者，现代时尚气息浓，所以时尚贴身的牛仔裤成了他们的最爱。因此根据市场分析，李维斯的定位就在18至35岁追求自由、个性、时尚的中青年人群。根据一定位，李维斯在产品设计上结合韩版体型和审美特性，产品以多元化为主要设计特征，在完美演绎“创新、潮流、时尚”三大主旋律的同时，突出产品的个性化、时尚化。

4 策略篇

对于李维斯来说，之前的都是基础准备工作，关键是李维斯采用的各种行之有效的营销策略，才是助李维斯抢滩中国市场的秘诀。

4.1 产品的一致性和差异化相结合

毫无疑问，作为国际大品牌，李维斯牛仔裤的质量毋庸置疑，重点是什么样的产品能够牢牢抓住消费者的心。为此李维斯在坚持了每种商品都体现时尚、自由、个性的同时，又开发出多种系列，满足不同的用户需求。如“PREMIUM”系列，设计偏近时装化，精致化的，中规中距。“TYPE1”系列，为了纪念LEVIS诞生150周年而设计的新系列。风格比较夸张，带有一点街头色彩。“REDLOOP”系列子设计带有一点野性的风格。

4.2 产品组合策略

李维斯不仅仅生产牛仔裤，并且生产其他衍生品，如T-shirt、衬衫、连衣裙等等，使消费者能够有多种选择，并且节省消费者精力，可以在一家店购买满足心意的商品。但是在打折季，其他商品可以低至2—3折，而牛仔裤最多只打5折，也体现了李维斯对品牌价值的维护。

4.3 多品牌策略

20xx年，李维斯推出旗下新品牌单宁镇，针对中国人量身定做，并把价格定在299—399元，以平民价格拉拢更多潜在客户，这是李维斯抢占中国市场的一大举措。

4.4 广告宣传与明星代言

李维斯的广告和宣传海报可谓是独树一帜的，李维斯是故事营销的高手，当年的501广告吸引了广大年轻人的购买，进入中国的李维斯继续维持自己的风格。我发现大家对创意广告都比较感兴趣，老师在课上放的时候都意犹未尽奥，那么有兴趣的同学也可以去网上看一看李维斯的广告片，其中你们可以清楚的发现每支广告都可以看出李维斯所传达出的文化内涵，野性、自由、个性，属于年轻人的狂欢。最近李维斯的一支名为“夜 狂欢”的广告片，由中国本土影星高圆圆和余文乐担纲主演，在保持李维斯原有特色的同时，符合了中国人的品味，不失为又一佳作。

在李维斯强有力的营销策略下，李维斯在中国的发展慢慢走出困境，越来越顺利。

5 我们的建议

通过以上的分析，我相信在座的各位对和我们一样对李维斯在中国的营销有了大致的了解，在这里我们小组也想为李维斯在中国的运作提几点建议。

5.1 发展电子商务

在淘宝市场，一两百（也就是所谓的山寨版）的李维斯牛仔裤随处可见，但是李维斯并没有在中国进行网上销售，即使有，价格也不会如此便宜，但普通消费者并不知情，因此很容易为李维斯的品牌造成负面影响。发展电子商务是是趋势，也是李维斯在中国发展的必经之路。通过建立官方网站、博客、论坛等，不光提供一个销售的平台，另外也为李维斯爱好者提供一个交流的平台，更易收集消费者信息。

5.2 坚持品牌定位

正如消费者心理分析中所说，消费者需要的是定位清晰明确，并带来身份象征的品牌，就像AMANI（高级时装品牌）定位为高贵、优雅，李维斯应该抓住自己的定位坚持自由、个性、时尚的品牌文化，不要脱离品牌文化的多元化。

5.3 加强与消费者的联系

李维斯进入中国市场的时间还不算长，但是是要维持顾客忠诚度，质量、品牌是远远不够的，需要对消费者有一定的反馈才能更好地抓住消费者的心，如对高粘度客户，提供奖励，赠送旅行机会，或去本部参观等。

我们小组相信，通过LEVI’S在各方面的努力，它一定能够在中国创造出更广阔的天地，让每一位热爱自由，追求个性的年轻人穿上李维斯，做最真实的自我。

 

第二篇：levis李维斯的商业营销

Abstract

Introduction

With the economy growing fast and global trade integrated, marketing is a core part for every firm whether big or small. Branding is an important part of marketing, especially for big firms. Levi’s is the best known jeans name on the planet. The business was founded by the Strauss family in 1875 and produced jeans for miners out of tent fabric and canvas. It then went on to make jeans from denim which is a coarse, heavy twill fabric. The jeans became popular with miners during the California goldrush and were famous for the twin rivets on the pockets. The business went from strength to strength to become one of the twentieth century’s best known global brands. (2010). In the process, Levis establish its value and identity of its brand. Levis continuously find its target market in the world and target consumers. Levis faces sharp competition with other brands. Finally Levis takes its own marketing strategies to survive and success in the competition. The value and identity of Levis brand

The value of Levis brand can be divided two parts. One part is the value of product. The other part is the value of spirit. The value of product contains quality, design, and innovation. As we know, Levi’s clothing is crafted for life. Every piece of Levi’s clothing embodies a sense of craft and quality. Levis’ clothing starts with quality components. Every pair of Levi’s jeans is made with the best fabric and natural cotton. The production of Levi’s jeans is quite good. Its button will never rust and stitching is very dense. As early as 1886, Levi’s jeans are tied to the horse. The horse cast galloping towards the opposite direction to prove that this kind of pants to withstand strong tearing. Levi’s jeans have many kinds of colors. The color of jeans is from deep blues to fade indigos to meet different wearing occasions. Besides, details make the design. (See Figure 1)

Figure 1, the homepage of Levis

Since 1937, Levis has new products every year. In 2011, Levis launched Levi's? Water<Less?, a collection produced with significantly less water. Instead of using water during the stonewash process, they use a dry-stone process that produces similar results in more than a dozen classic Levi's? jeans, including 501? jeans, 511? jeans and the Levi's? Trucker Jacket. They have already saved over 170 million liters of water with Water<Less?. And this is just the beginning - we're committed to doing right by the planet in as many ways possible. Levis’ value not only shows the product, but also shows the sprit. When consumers wear the Levis, they could have their own individuality. Levis is designed for strong physical labor of men. Masculinity and “cool” is the core of the brand personality. Wearing Levis, men and women will be charming. This charm is not only due to their appearance but also to brand of wisdom. Levi never is to be seen as a routine work in the traditional society. It is always ready to challenge the tradition with the rebellious spirit. Levis never fear that it is different from others. It believes that it

need get the

respect of peers and should have a strong personality to its own way. Wearing Levis, consumers feel free and easy. It is out of the noisy and busy daily life. It gets rid of the responsibility and obligation, which hinder the freedom of action. Levis is with the feature of the United States, because Levis are those that develop and realize the hero of the American dream. Levis has American features, but it does not want to impose their ideology and value of American. Levis brand and the brand image of Levis

Levis brand and the brand image of Levis are closely connected. To some extent Levis brand is the brand image of Levis. Brand is an essential part of the marketing mix and Levis is the largest and most successful brand name in the world. The Levi’s name has been synonymous with the original blue jean and central to the brand’s global positioning as an American icon and coveted symbol of the casual, unpretentious American lifestyle. (2010) Levis stands for rebellion, youthfulness, quality, originality, excitement and fun (Figure 2). In the brand’ heritage, Levi’s appropriated cowboy and Wild West imagery. (2010) A brand-equity measurement system (keller 2001 p.19) was installed and it was quickly discovered that the brand image was beginning to slip. When it comes to the Levis, the brand and its image will appear at the same time.

Figure2 the homepage of Levis

Levis’ consumer segmentations

Target consumers

Levis’ target consumers are always changing. At the beginning of Levis, its target consumers are labor workers in the west, because Levis’ jeans are of high quality. As the time goes by, in 1986, Levis found the way to keep the true blue to its customers. Levi’s target consumers are the baby boomer, but the situation is not it. From a research, it shows that baby boomers, the main consumers are buying one or two pairs of jeans every year. But four or five pairs are sold by 15 to 24 years old each year. The target consumer seems to become young generations. (Figure 3) As an aspirational, inspirational brand, Levi’s undoubted strength has been the ability to connect with the target consumer 15-19 years old males who not only account for over 30% of all jeans sold, but provide a stimulus to all other demographic categories. Its position as the original American blue jean communicates the key positioning statement: Levi’s is the genuine article. In the minds of its target consumer, Levi’s brand stands for freedom and rebellion. The value of Levis exactly fit to the taster of young consumers. The segmentation and fragmentation of the jeans market led levi’s

to organize its marketing around three customer groups: urban opinion-former, extreme sports and regular girls and boys. Each handles its own new product development, has its own brand manager and marketing team. The core market remains the 15-24 age groups. For holding the groups, Levi always changes itself.

Although Levi has already identified its target customer segments, practically. Levis’ customer group is not only 15 to 24 years old persons but also 25-to 49 years old. Everyone should often wear pants. Jeans do not only belong to young consumers. All the top menswear accounts across the country place the new product in stores. In only five years, Dockers, which is a new brand of Levis becomes a $1 billion brand. Brand awareness among men 25 and older was 98 percent, and 70 percent of target consumers had at least one pair of Dockers in their closets.

Figure 3, the home page of Levis

Consumer segments’ needs

From the Maslow’s Hierarchy of Needs (see figure 4) can explore Levis’ customer segments’ need. When people have met the physiological Needs, safety needs and social needs, people want to become a special one. Everyone wants to show their personalities. So wearing is not just the clothing preventing person from the nature. People begin to care about esteem needs and self-actualisations needs. Levis tries to explore customers’ esteem need. Levis tries their best to give the value to their product to attract its target consumers.

Figure4 Maslow’s Hierarchy of Needs Source from google image

The Solutions of Levis to satisfy consumers need

Facing many competitors such as Calvin Klein, Gap Jeans Tommy Hifiger and so on, Levis must find some solutions to satisfy consumers need. Firstly, Levis has their values. It insists that empathy, originality, integrity and courage. Empathy begins with paying close attention to the world around it. Levis listens and responds to the needs of its customers, employees and other stakeholders. The pioneering spirit that started in 1873 with the very first pair of blue jeans still permeates all aspects of its business. Through innovative products and practices, Levis breaks the mold. Integrity means doing right by its employees, brands, company and society as a whole. Ethical conduct and social responsibility characterize its way of doing business. It takes courage to be great. Courage is the willingness to tell the truth and to challenge hierarchy, accepted practice and conventional wisdom. It means standing by its convictions and acting on Levi’s beliefs. Secondly, Levis takes some marketing strategies. Giving strategies is that consumers feel surprise for extra income, thus improving the purchasing desire. So Levis will give some product for free. What’s more, Levis will produce new products every year to follow the step of fashion. For example, the company launched a new line of Redwire Dlex jeans targeting the iPod generation in 2008(see the figure 5) and in 2009; The character were used as part of a pan ad campaign, including magazine front covers hijacks,street art and events, retail activity and offer of a limited edition shirt.(see the figure 5) Levi’s launched three brand mascots to mark the tenth anniversary of its engineered jeans. From the design of levis, we can know that its design fits to consumer need. Besides, The Levi Company has always had a reputation for innovation, bright ideas, excitement and enthusiasm. However, it has not always been so successful in maintaining the detailed processes necessary to ensure continued product success - hence the need for effective brand management. Brand management involves having the technical skills to create a successful brand management plan, as well as good ideas.

Figure 5 sources from google image

Conclusion

The report has analyzed the value and identity of Levis brand. It has showed that the target consumers of Levis by consumer segmentations. Then, using Maslow’s Hierarchy of Needs analyzes the behaviors and psychological needs to Levi’s consumers. What’s more, although Levi’s has target consumers, how to make the consumers choose its products is a main difficult to Levis. The report also has analyzed the solutions, which Levis takes.

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Maslow’s hierarchy of needs source from google images

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image of levis from:

Fashion and the Consumer the Consumer Jennifer Yurchisin, Kim K. P. Johnson Berg, Nov 15, 2010