Brand Management Is Still Immature. How Long Is Our Brand Life?

Although the output and export volume of clothing in China has been in the first year of the world, the garment industry in China has entered the era of brand management. However, we must admit that the operation of our clothing brand is still in its infancy.

The earliest clothing brand in our country was founded by some clothing manufacturers who were aware of the clothing for foreign brands.

These pioneers have packaged a brand from the appearance, which is indeed a creation in the age of brand awareness.

Because clothing is an industry with low technology and easy access, it is easy for many people to create clothing brands.

So, in some places, if there are two thousand garment enterprises, there will be more than 2000 clothing brands.

With the growing popularity of clothing enterprises, with the increasing number of excellent brands, people's consumption concept is becoming more and more mature, and their demand is becoming more and more detailed. With the increasingly fierce competition in the clothing market, some clothing brands have sprung up, and some of the most popular clothing brands have disappeared quickly.

When some excellent clothing brands begin to pform in the process of pformation to higher goals, brand design, brand culture and brand sales are constantly improving. However, some clothing brands have fallen off in competition.

Compared with some hundred years of fashion brands abroad, why are some of China's most popular clothing brands so puberty?

What caused them to decay so quickly?

How long is the life of clothing brand in China?

People can not help but raise questions.

Experts in the field of clothing economics argue that the key to the difficulty of youth clothing brands lies in the concept obstacles of brand operators.

Some enterprises, when creating brands, dare to keep firmly in mind the pulse of the market, constantly innovate in design, constantly improve their quality, and constantly renew their brand image. Once the brand occupies a position in the market, the enthusiasm of brand operators to innovate and develop around market changes needs to be cooled. The exploitation of brand design and brand spirit and culture will also reduce the enthusiasm for brand technological innovation and market expansion investment. They begin to put their main experiences and financial resources on the packaging of brands. They believe that keeping the brand's fame and keeping the added value of products and maintaining the original market position of the brand become the main responsibility of these operators.

Some operators, after brand becoming famous, can not keep up with the needs of brand development, so they can not lead the brand development according to the market changes.

They are either unrealistically engaged in brand expansion, developing so-called brand serialization, extending business from a specific market to a specific market or domain, or blindly increasing production and raising prices. They believe that only by relying on brand names can they occupy more markets, and earn money in all markets with the added value of brand names.

As a result, they abandoned the original personality characteristics of the brand, and could not find their sense in the new field, thus restricting the promotion and development of the brand, and finally being abandoned by the market.

After China's integration into the world economy and trade, there is still an irregular process for foreign brands to occupy the Chinese market. This is a good time for us to accelerate the development of our own brands. For China's excellent clothing enterprises, which already have international brands and have international brands, and have the ability to produce international brands, how to adapt the concept of business operators to the pace of brand development and the needs of market changes rapidly is the fundamental way to change the current situation of garment brands in China and rapidly improve the level of competition with international counterparts.

What kind of idea does our clothing brand operator use to make the brand healthy and long-lived and eternal youth attractive?

The concept is a brand operation view, and it is a natural revelation that is immersed in the wearing state.

On the one hand, the operation of brand is technology, on the one hand is thought, and the vitality of every brand depends on the vision and creativity of the operator.

Timely update product strength, brand power and business philosophy, brand vitality can last forever.

It is undeniable that the entry of a large number of overseas brands has intensified the competition in China's clothing market and suppressed the development of famous brand clothing in China.

But we should be soberly aware that the reason why international brand clothing is better than domestic brands is that the details of their clothing are more than domestic, and their brand visual impact, production technology, fabric and management concept, circulation and after-sales service are better than us.

How to develop the brand culture, expand the brand culture and develop the brand concept through the embodiment of the design level of clothing brand, the construction of brand marketing network and the mode of brand service, so as to change the design style of our brand with creativity and guide the lifestyle of consumers with design style, is the key to the brand and brand building of Chinese clothing enterprises, and is the key to the prosperity of Chinese clothing brands in the fierce market competition.

The creation of clothing brand needs not only strong financial accumulation, but also rich cultural accumulation.

In the face of the arrival of the era of full-scale brand service, the emergence of brand clothes needs not only high-quality fabrics as the foundation, but also extraordinary creative design, which requires the upgrading of brand professional management concepts.

Therefore, if we want to manage China's senior apparel products as a brand, we must develop a brand management market force, which is a state of mind, a grasp of the market and a firm belief in the brand, and a high degree of integration between the designer's intelligence and the operator's EQ.

A good clothing brand should be the embodiment of a national culture spirit. The embodiment of a regional economy and culture should be a miniature of the fashionable culture of the times.

Only through professional design personnel constantly developing the market demand products according to the brand style, only through professional personnel to continuously explore the connotation of the brand, only scientifically making the brand's market positioning and according to the market demand.