The Cultural Character Of The Brand Is The Best Advertisement.

Garment enterprises have gone through a rapid development in recent years. Many enterprises have chosen TV media, print magazines and hired spokesmen.

However, in the spread of publicity, enterprises often ignore the brand's own personality and culture, ignoring the brand in the terminal store, and think that as long as the advertisement is done well, the dealer is willing to order, the product will naturally sell well.

It should be said that at present, the promotion of garment enterprises is still based on the psychology of speculation, and does not make the brand bigger, longer and wider.

The author believes that the bottleneck encountered by the clothing industry at this stage can be divided into the following seven categories:

The consciousness of leaders.

For many entrepreneurs, they do not know how to make real brands, how to give brand strength, spirit and culture. They have only a few scattered, conceptual, standardized ideas.

Clear and clear strategy.

Many young bosses are conscious, but there is no concept of how to release consciousness into strategies and teams to accomplish them.

Strategy is not an armchair strategist. It is a future goal based on the development of enterprises at this stage.

Strategy is closely related to corporate culture. Any brand that has long been established has its cultural heritage and unique product attributes.

Integrating cultural strategy is the way for the development of Chinese brand enterprises.

Lack of standardized brand operation management system.

Chinese enterprises are much larger and do not grow much. If they want to be a century old enterprise, they must have a standardized operation management system, which can symbolizes that the enterprises are moving from trade and virtual operation to brand operation.

The current ISO9000 system is to satisfy the quality certification of production enterprises. However, the VMP standardized operation management system is to meet the needs of manufacturing enterprises.

Professional talents with professional qualities.

At present, the division of vocational skills, such as buyers, Chen Li Shi, brand directors and so on, is very scarce.

Homogenization.

Homogenization is a necessary stage in the process of imitation, but it can not only stay at this stage, it needs to rise to the height of individuation. We must clearly realize that your brand will have innovative talents, technology, consciousness and culture in the future, and we should co-ordinate and control different cultures of East and West.

How to avoid homogenization or return to the personalized positioning of the brand? In the VMP system for clothing enterprises in Europe, the personalized positioning system can avoid the phenomenon of product homogeneity.

Transformation of enterprise nature.

The awareness of clothing enterprises has not changed, and many of them are trade oriented enterprises.

Enterprises must pform from the perspective of combination, trade and middlemen to enterprises with brand integration capability, aggregation ability and brand spirit and culture ability, that is, eventually become brand operation enterprises, and need to have comprehensive trend, clear positioning, individual differences and talent of team.

The birth of the new model.

At this stage, online shopping is one of the VANCL virtual business enterprises we see, and the other is Taobao's shop sales mode.

In the end, the virtual shops should be pformed into physical shops. Mcglaughlin, who has taken the virtual marketing in the early days, is now vigorously expanding its physical stores.

The development of the network brings convenience and timeliness, and also intensifies the competitiveness and elimination. Enterprises need to choose their own network media so that they can be marketable.

For example, foreign trade enterprises, to advertise portals apparently did not put advertisements on Alibaba, HC and so on.

The best advertisement is terminal. We must learn to use channel platform and charm to realize the function that the network can not achieve. We can make better use of the channel to do business marketing of our terminal, display the brand soul, and reflect the culture and value of the brand through the image, product, display, goods, promotion and activity of the entity store.