The Competition Between Brands Inside And Outside The Clothing Industry: Wolf Really Came 1

When the Chinese market opened up to the outside world and the famous brands abroad appeared in various cities, the Chinese clothing industry began to worry that "wolf is really coming!" overseas brands or apparel groups jointly operated with Chinese enterprises through technical cooperation and management support to gradually divide the share of China's clothing market.

France is currently the five joint fashion brand planning agency.

When looking at the problem of international brands gathering in China, he said that we should analyze from two levels: first, external factors.

Today, with the global economic development slowing down or even regressive, the rapid growth of China's economy has to be a bright spot.

If the so-called commercial interests are straightforward, some are the pursuit of money, and many international brands are also affected by the economic downturn, the increase in purchasing power of Chinese consumer groups is obviously a late gift for them and a timely rain for a long drought.

The annual growth rate of consumption in China's three economically developed areas (Beijing, Tianjin, Yangtze River Delta and Pearl River Delta) is close to 20 percentage points. China's rich people are surprised by the pursuit of luxury goods and the consumption ability of high-end clothing products.

Therefore, who can enter the Chinese market earlier and get the approval of the Chinese high-end consumer group in advance, and who will be in the next Chinese market?

The two is internal factors.

With the deepening of reform and opening up, not only can foreign material products enter the country, but also the spirit consumer goods, life culture and consumption concept have been disseminated and accepted with all kinds of media, enabling consumers to choose "Westernized" products automatically when buying products.

So some people call this behavior "cultural invasion", but he thinks that this title is too much. As the poor rural people envy and imitate the rich city people's way of life, it is just a kind of behavior imitation because of economic difference.

Therefore, in order to meet the needs of work, psychological needs, living needs and social needs, it is inevitable to choose overseas famous brand products that can show economic strength.

In the form of cooperation, the two sides often use the right to use the brand, the design and research, the brand management and the image display technology, while the Chinese side provides the processing of bulk products, the management of basic marketing personnel, the expansion of China's market channels and the input of market publicity fees.

From the point of view of cooperative relations, the foreign side only provides technology and management, while the Chinese side will also pay money and make efforts, and only serve other people's brands, so it also produces various worries in the industry, such as "technology for market, management to market, and Chinese market has been occupied by foreign brands", but this kind of statement is biased in Zheng Lei's view.