How Does China's Clothing Brand Marketing Get Out Of The Puzzle?

　 The success of UNIQLO once again made China's garment enterprises feel uneasy. We all know that the added value of the brand is high, but has the Chinese clothing enterprises really not made the brand?

In fact, star endorsement, sports marketing, concept marketing, exhibition marketing, cross-border marketing...... Our brand marketing is even suspected of hyperactivity disorder. But the marketing activity has not brought the leaping improvement of the reputation of Chinese clothing brand, instead, it has formed a kind of overall impetuosity.

A large sample survey of consumers aged 15-60 years old in the first tier cities shows that if the surveyed consumers want to buy mid-range clothing, they will choose Hongkong brand as the first choice, and those who purchase high-end clothing should choose foreign brands as their first choice. This embarrassing result shows that the ultimate marketing effect of Chinese clothing brand is not satisfactory. Even YOUNGOR has strong sales volume (mainly low and middle consumption), and no strong brand is at the low end of the value chain.

Through observation, we can easily find that although Chinese clothing brands dare to invest in marketing, most brand marketing strategies and marketing methods are highly identical. Such as "star endorsement + CCTV advertising" mode, once swept the world. People in the industry say with laughter that the biggest achievement of Chinese clothing brands in marketing may be the dedication of several well-known advertising slogans, such as "men should be ruthless to themselves". But the popularity of advertising slogans will only become the capital of the next advertising agency, and it will hardly enhance the brand itself. Such a brand proposition is incomprehensible, can not afford to load and fullness to show the interests of clothing brands should be.

Contrasting with marketing ADHD is the lack of calcium in brand culture. From a deeper perspective, China's clothing brand has come to the era of full introduction of professional PR. Because people's demand for clothing has gradually divorced from the connotation of material and origin, and turned to psychological satisfaction, life happiness, social popularity and taste. This is why GUCCI, Versace and other international brands are popular in China, and it is also the key that Chinese clothing brands can only occupy the low end of the value chain.

In depth insight, the biggest obstacle to Chinese fashion brand's brand premium is the lack of cultural confidence. Reshaping the cultural confidence of Chinese clothing brands is a systematic project. Cut into the clothing market, we can not take a single "business" vision and mentality, but really value the forerunner, with wisdom and dedication to create the soft power of China's clothing brand.