Internationalization Of Clothing Brand Is Inevitable (2)

The question of "time"?

Up to now, China is still unable to create a world-class clothing brand, and the industry will attribute one important reason to "time".

The time factor is actually one of the reasons why our country lacks the international first-line brand.

At this stage, China's clothing brand construction is not perfect, but it is an essential process.

China has only started the concept of clothing brand since 1990s, at least 80 years later than western countries.

Zhao Qian, a consultant in Chinese Affairs at the French High Fashion Association, believes that Chinese clothing has taken a big step in the brand building in just 20 years, but it still takes time.

In her view, Chinese enterprises can not completely replicate the success of any French brand. Due to different factors such as environment, culture and geography, Chinese clothing brands must go their own way.

Insiders pointed out that the birth of luxury comes from two factors, one is the specific historical reason, and the other is the mature consumer group. The two is the mature consumer group.

Almost no Chinese brand has these two characteristics at present.

Sometimes it is sometimes believed that China can hardly afford to own luxury brands. "Chinese businessmen tend to focus on the short term and lack the culture of luxury brands.

It takes a lot of money and time to build a brand, which runs counter to their short-term goals. "

With the rapid development of luxury goods market in China, many domestic manufacturers are eager to create luxury brands belonging to Chinese people.

For example, the local brand NE TIGER has sold 65-70% products to the European and American markets, including fur, evening gowns, wedding dresses and so on. Most of them are sold to New York, Tokyo, Paris, Moscow and other places. Although these products still appear in other brands on seams, their entry into luxury goods is no obstacle.

In the "2010 China Europe Top Brand Summit Forum", Zhang Zhifeng, founder of northeast tiger fashion limited, pointed out that China's local brands do not lack luxury elements.

Whether ancient silk, tea or porcelain is a hot luxury in the international market.

Unfortunately, due to historical reasons, the development of luxury goods in China has been faultline since modern times.

He said that many Chinese luxury goods are not commercialized or branded.

Yan Jun believes that a company dedicated to building luxury brands must first do its own job so that it can precipitate brand culture and condense brand value.

"Now there are some domestic brands that think that the only way to get a French or Italian name is to take the international route, which is totally wrong."

Zhang Zhifeng thinks China.

Bringing up the world's top clothing brands can give people lots of associations.

At the beginning of this century, at the same time, a three generation: grandmother, mother and granddaughter at the same time can also be loved. The Chanel from France's romantic capital is well deserved to win the title. The Burberry with strong British color can emit the modern and modern style in addition to the beauty of classical tradition. The fresh and long Oriental style Kenzo brings the breath of Japanese island country.

However, China, as the world's largest producer of clothing, wearing clothes from every three people in the world, is facing the embarrassment of the loss of world-class brands.

Most of the garment enterprises regard "building world-class brands" as slogans, but many years later, China has not yet produced the "international front line".

If you want to, you want to have the image.

The fact is, even today, we dare not say such a brand.

What has gone wrong with China's brand building? For many years, many people in the clothing industry have come to different conclusions: the accumulation of culture, the malpractice of sales and the lack of channels. But if we put our eyes on a more macro perspective to track the history of clothing development, we may use a more sober attitude to think about the problems existing in China's clothing brand building.

What is the way of survival for the export-oriented clothing enterprises that are accustomed to "exporting rice" after being hit by the financial crisis? Because without their own brand, they are doomed to linger on the bottom of the industrial structure.

The road of difficult industrial upgrading is in front of all enterprises.

At least, before the flood comes, catch a straw.

When can we create a brand? I don't know. Let's buy a brand first.

It can be said that 2010 is the year of acquisition.