Long-term domestic clothing brand

When overseas clothing brands, especially luxury brands, have entered the Chinese gold rush, the domestic apparel brands are anxious. Although many domestic brands have taken the lead in international development, compared with international famous brands, their brand culture, design concepts, operation methods, and channel models are far behind.

However, the attention of all sectors of the society to domestic brands is an opportunity for the branding of Chinese apparel companies. How can branding be implemented? The industry believes that the first need to establish a systematic brand philosophy. Through the market survey to understand the needs of consumers, determine the brand strategy, positioning, personality, with the persistence of the accumulation of the brand's style, and through the product, marketing will be rooted in the hearts of target consumer groups, it is possible to establish a real brand.

In the shopping center, important brands are Chanel, Gucci and other exotic brands; in the eyes of consumers, the long-awaited fashion is Prada, LV's new clothes. Domestic clothing brands, in the minds of most people, have never been the first choice. At best, they are merely "compromises" that are not to be found but to be followed. Back to the history of *** clothing, Han clothing, high-spirited, gorgeous Tang suit, after thousands of years is still a long rhyme, China's modern clothing has lost that appeal. As a big clothing country, why is it so difficult to establish an international frontline brand?

Status quo: strong momentum but difficult to compete with international brands

In the daily life of ordinary people in China, clothing needs are ranked in the most important position. In fact, since the 1980s, the textile and clothing industry has indeed become one of the fastest growing industries in China. The formation of regional industrial clusters such as Shenzhen Women's Wear, Ningbo Men's Wear, Shantou Underwear, Jun'an Jeans, and Haining Leather allowed the Chinese garment industry to have strong upstream and downstream supporting capabilities in the region. The famous brands such as Youngor, Aimo, San*, Honghuanglan, etc. also showed relatively strong market competitiveness, and many of them even carried out brand extension on the basis of the original single category, and developed to all categories, such as red beans from men's clothing. Extend to home textiles, home wear, Lang Sha from lingerie to underwear. Some brands with a good customer base also launched targeted brands according to the needs of different customer groups. For example, MTS Bonwe launches the ME&CITY brand. Taiping Bird owns different brands such as Babberg, Pagani, Lokcho, and magic fashion. Style brand. Even domestic brands have taken the lead in international development. Bosideng landed in the European market and Lilang menswear debuted at Milan Fashion Week. Their performance was eye-catching.

In the international clothing market, China has always occupied the position of the largest producer of clothing and exports. However, these seemingly good momentum of development and the "first" ranking do not make up for the pain of the Chinese garment industry, because she is still in the "puberty" of the windward growth. Ji Linxiao, general manager of Yunnan Yipeng Economic and Trade Co., Ltd. frankly stated that the competition among local apparel companies in China currently remains at the level of price, style, etc. Most of the apparel manufacturers’ product sales are based on the major circulation of the wholesale market. Internationally renowned brands are gradually eroding the Chinese apparel market. While LVMH, GUCCI and PRADA have firmly controlled the high-end consumer market, fast fashion brands such as GAP, UNIQLO, ZARA, and H&M have overturned their original business model and set off civilian fashion. Compared with international famous brands, domestic brands have no match for brand culture, design concepts, operation methods, or channel models. The appealing power is equally inconceivable, and competitiveness naturally forms the difference between cloud and mud.

Problem: Brand hollowing out is hard to maintain

According to the statistics of the China Garment Brand Research Center, there are more than 10,000 clothing brands in China and there are still emerging brands. However, none of the brands in this 10,000-unit unit is mature enough to embark on the international stage. The reason is that brand hollowing is the biggest weakness. Ji Linxiao pointed out that most of China's clothing brands themselves do not have a clear core value and brand positioning. "China's corporate brand management capabilities ***" corroborates this statement, the book shows that 90% of Chinese companies believe that the brand is crucial in the industry competition, but in SMEs with annual sales of less than 500 million, there are 69% did not have a basic brand positioning, 86% of companies did not have a complete brand planning. As the soul of the garment industry, there is a common problem in China's garment industry - the lack of independent design style. China's modern clothing design started relatively late, and the level is also behind that of the international. The local has not yet created a clothing designer with worldwide influence. Many companies' designs are dominated by plagiarism. Under this premise, if we want to take the road of branding, it is tantamount to dreaming.

The famous fashion industry economic research expert and director of the Guangdong Provincial Institute of Fashion Industry Economics Li Kailuo mentioned that China's garment enterprises mostly adopt the extensive development model of multi-brand and multi-stores, with production winning by quantity, and satisfying the supply chain with excess output. Downstream needs. This line may be able to expand the scale, increase revenue, and increase profits in the short term. However, in the long run, it is difficult to maintain the gross profit margin and net profit margin, and it is difficult to increase the added value of the brand. After all, a garment company that cannot concentrate on brand intensive cultivation will eventually find it difficult to escape the vicious cycle of rising costs, falling profits, and increased inventory. In addition, excellent brands in the marketing model, management model, capital operation, etc., must have their own unique secrets, and Chinese apparel companies are lacking in the study of business models, can only silently walk on the old road of no new ideas.

Opportunity: Prepare for Challenges in Reshuffling

Under the influence of globalization, the global fashion trend is getting closer and closer. With the acceleration of the market economy and the intervention of capital, the Chinese market is becoming a focal point of global business with its huge potential energy and brand competition. China will also become the largest consumer market, and local apparel companies will The host has already had the inherent advantage of realizing the rise in a new round of ecological changes. At the same time, the industry has a deeper understanding of the importance of brands, and the cultivation of independent brands, independent intellectual property rights and core competitiveness has also been recognized by leaders of the State Council and the State Council, as well as extensive attention from all walks of life. It will become the driving force for the branding of Chinese apparel companies.

As for the actual microscopic level, after more than 30 years of intensive cultivation, China's garment industry has made considerable progress: Manufacturing capabilities have always been the strengths of local companies. Is MADEINCHINA unfamiliar? In terms of logistics, China has established a complete logistics system for land, sea and air, which provides a strong guarantee for the “speed” that is important for the apparel industry. While China is rich in resources and resources, raw materials will not be a problem. The most gratifying thing is that, after the market competition, there have been a number of domestic apparel brands and apparel companies in the domestic market has achieved a favorable market position, Youngor's enclosure movement, the diversified development of the Shanshan brand, seven wolves sports marketing ... It is undoubtedly proof to the world that Chinese clothing brands are ready to move forward and the road to rise has been paved! Only, we can not be indifferent to the erosion of international brands, can not expect the complex performance of the Chinese market to form a Great Wall against foreign brands. From the extensive to the fine, from the interest-oriented to the efficiency-oriented, from the costume country to the clothing power, the Chinese garment industry is faced with a new round of reshuffling, and it is a huge challenge. For the Chinese clothing brand that is still in adolescence, the brand road needs long-term adherence. Tolerant to loneliness, able to stand up to grinding, can usher in blooming flowers.

Way out: Ten years grinding a sword, with product cast brand

In the face of this challenge, only the brand's high-profile, high-quality recognition can only gain a firm foothold, and then stand upright, but how can branding be implemented? Ji Linxiao, who has been involved in the apparel industry for many years, shared his experience that the development of the brand is a systematic and scientific process of construction. Therefore, Chinese clothing companies must first establish a systematic brand philosophy. Through the market survey to understand the needs of consumers, determine the brand strategy, positioning, personality, with the persistence of the accumulation of the brand's style, and through the product, marketing will be rooted in the hearts of target consumer groups, it is possible to establish a real brand. In this process, the vacillating style is taboo, and it is the best policy to use the brand's own characteristics to the fullest, such as Chanel's elegance, Balenciaga's exquisite cut, Burberry's classic plaid symbol... Hold on to the brand's own characteristics to go Long time, go far.

Just last week, Yunnan Yipeng Economic and Trade Co., Ltd. introduced domestic women's clothing brand OYLL Eli into the Yunnan market. Prior to this, the company had already represented Ya Nuo Angel, Spring and other women's brands. Ji Lin Xiao said that Oyll O'Leary joined , greatly enriched the company's product line, and from the traditional single-brand competition to sub-brand brand group competition changes, it is his business philosophy. Jilin Xiao said that brand segmentation can meet consumer needs of different ages, different personalities and different values, and provide consumers with more diversified choices. The subdivided brands can specifically target the target market, while the brand grouping reflects the competition of resources and strength.

Tang Jiageng, dean of Yunnan University of Finance and Economics, compared the process of brand building to the marathon long-distance running. He pointed out that the brand must have enough patience and perseverance, and bid farewell to this strategy of re-marketing light products. In Tang Jiageng's view, advertising marketing is just a way to increase brand awareness. It is a link in brand promotion. Products are the most important thing in brand building. Products are the brand's core competitiveness. Because "the quality is good or bad will be intuitively perceived by consumers," he suggested that the brand increase R & D investment, do not blindly control the cost, occupy the market at a low price.