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The Competition Between Brands Inside And Outside The Clothing Industry: Wolf Really Came 2

2010/6/12 11:34:00 35

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First of all, he believes that the simple licensing and agency relationship between foreign brand holders and domestic brand operators can not be simply judged.

The basis of their cooperation is complementary advantages, and they can maximize the performance of the support resources provided by each other through independent resources and available channels.

It should be said that the relationship between empowerment and agency is the relationship between the needs and the needs.

The two parties cooperate through the principle of redistribution of interests.

In this process, the Chinese side can not only get the distribution profit of the brand in the market operation, but also get the brand management skills, brand development skills, brand image creation skills and corporate self - owned skills that they do not possess.

image

Ascension.

Therefore, it can be said that it is a supplementary process to self ability, while Chinese clothing operators are strong in learning and emulating in this process.

Second, he believes that some brands are entering.

Chinese Market

Before consumers are well known and can quickly get consumer recognition, most clothing brands have been struggling at the initial stage of the promotion of China's consumer market.

Therefore, it is better to look at the product design and R & D capability of the Chinese agency rather than the brand it owns.

As we all know, the origin of modern fashion trend is in Europe and America. Fashionable living culture and advanced design concept are the driving force for clothing development.

From the perspective of commercial interests, many Chinese clothing brand enterprises seem to work for foreign bosses at the early stage of operation: they not only earn money, but also sell others' products by others' brands, and the profits are not as good as 10% of brand holders.

However, when Chinese apparel enterprises cooperate in business for a period of time, after they master the foreign design and research process and some human resources channels through the agent relationship, they can set up product design and supply system, complete the product system establishment in the whole brand process, and lay the foundation for the self created brand.

Therefore, this agency behavior can also be regarded as the sting before the independent development of the agency.

Zheng Lei said that Chinese clothing

Apparel industry

Unlike the daily chemical industry and the electronics industry, it is true that these two industries have produced foreign brands to outshine the market and monopolize the market, or have been able to suppress and exclude the original domestic brands through penetration, equity participation and joint venture into the Chinese market.

The characteristics of Chinese apparel operators and consumer market determine that this phenomenon is hard to appear: practitioners in the Chinese clothing industry have always had the tradition of self starting business, and the entry threshold is relatively low, and the industry resources are relatively limited, which results in the current situation of China's clothing industry, which is strong in clothing brands and competitive in the market.

On the other hand, the difference between the purchasing power and consumption habits caused by the imbalance of China's consumer market is very large, but the brand marketing is still relatively fragile. The process that Chinese consumers follow in choosing clothing is often: price satisfaction, fashion satisfaction, dress satisfaction, and brand recognition, which leads to a low brand loyalty of Chinese consumers.