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How Does China'S Clothing Brand Compete With The International Market?

2008/12/20 11:34:00 93

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What is the reason why our clothing has no brand advantage in the two main markets of the world? How should we completely get rid of the image of the "global super worker" in the textile and garment industry and take off the aprons of the "babysitter" who labored for the world's clothing brand.

We interviewed several people in the industry to find out the way to develop the brand of Chinese clothing.

China is the largest garment exporter, consumer country and producer country in the world.

The annual export volume of Chinese clothing is considerable, but the vast majority of enterprises stay at the level of international famous brand OEM. Independent brands can not go out of the country at all.

According to the survey data of Hongye information company, fifty-three point three percent of the consumers prefer foreign clothing brands, while only sixteen point seven percent of them prefer domestic brands. "I think it's mainly about foreign consumers," Yuan Shiqi, chairman of the ASAP exhibition agency, who has been engaged in international fashion exhibition industry, has pointed out the reasons why Chinese women's wear brands are away from the world market.

Yuan Shiqi is familiar with every trend in the international textile and clothing market. He believes that in the mental mode of consumers, playboys and other world famous brands are not product names, but the pronoun of status, fashion and personality. They are brand names.

"Brand should be representative of personality and cultural connotation". Yuan Shiqi thinks that this is the important reason why many international brands can seize the high-end consumer market in China, and it is also the shortage of our original brand.

In his view, the market is now a buyer's market. To create a brand, we must get the recognition of the consumers and find the brand design concept that the target consumers need.

As the first person to build a brand in China, Mr. Li Guangdou, who received an exclusive interview with our correspondent in Hangzhou recently, also believed that any brand should have a clear insight into the psychology of consumers, so as to achieve success.

According to Li Guangdou, the high-end shopping malls in Beijing, such as Yansha and Seth, look to the clothing area: apart from the identification of the fitting room in Chinese, we can not find any Chinese anywhere else.

The whole shopping center is full of international brands, full of free and easy logo, and full of fashionable international models.

According to the survey, China's clothing OEM production accounts for about ten percent of the total.

He told reporters without worry that promoting the internationalization of Chinese clothing brands is an urgent need for China's clothing industry to pay attention to and solve.

If the same brand of clothing is hung on the ARMANI brand, its price will rise several times, and people will be willing to pay for it.

According to a recent statistics, domestic brands in women's clothing account for only 6.82% of the brand sales in the ten major shopping malls in Shanghai.

Why is our Chinese brand less competitive than the world's brand?

李光斗認為有兩個方面的原因：

一是品牌文化內涵缺乏。服裝品牌的差異在于給消費者的心里感受不同，服裝對于消費者而言，是自身個性、展示自身形象的載體。消費者的品牌消費，其實質是文化的消費，是一種個人心理的消費。而中國服裝品牌似乎并未抓住消費者的心理需求，沒有培育中國服裝品牌獨特的民族文化內涵，光靠廣告轟炸和國際明星的形象代言，不可能有國際化氣勢和國際市場號召力，將只能是曇花一現或者繼續作國際服裝市場的追隨者。

二是定位同質化。現在是個性張揚的年代，穿衣方面也存在很大的求異心理，可我們到大型服裝商廈去看看，國內品牌的服裝設計似乎都是差不多的。設計師的設計理念沒有更多的創新，在李光斗看來，服裝品牌的設計理念一定要高于消費者。而設計師成為一個關鍵環節。

Then how can China's original clothing brand reborn and compete in the international market?

"Over ninety percent of the international clothing brands sold in China are named after the names of the founders. These clothes, regardless of their styles, have been the continuation of the founders' design ideas. Chanel's fashion always has an elegant, concise and exquisite style." Yuan Qi believes that the life philosophy behind clothing design should coincided with the modern people's pursuit of practicality and beauty.

He told reporters that most of China's clothing brands are clothes enterprises, and they seldom want to come out and really tell their own style of clothing design.

"To catch the eye of the consumer, we must pay attention to the design and pay attention to the marketing and management of the brand."

Yuan Shiqi thinks.

Mr. Li Guangdou made a further detailed supplement.

He believes that China, as a big country with one billion and three hundred million people and thousands of years of culture, should have its own international clothing brand.

In order to build a brand, not only the fashion design should be refined, but also the style, fabric and color should be constantly injected with new elements while maintaining the original style. At the same time, Logo is also required to be refined.

"Entering the era of brand refinement, the refinement of logo has also become a trend and trend."

Li Guangdou believes that in the global competition, logo is the most important part of a brand.

For many local brands that are about to take off, brand identification is surely an essential prelude.