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Challenge China'S Clothing Brand To Find A Way Out

2010/8/7 14:29:00 52

The development of Chinese garment enterprises has been known today.

brand

The importance of construction, all enterprises have applied modern marketing theories to different degrees, and have built their own brands. But in today's brand competition and confusion, how can we make our brands stand out?

In contrast, Zhejiang and Fujian Jinjiang's clothing enterprises have indeed stepped out of a better fashion operation.

Especially in terms of brand management consciousness, it has already been ahead of schedule.

From the big brands, please ask the stars to endorse (YOUNGOR invited Kris Phillips, Pu Cunxin, Andy Lau, XTEP, Nicholas Tse, etc.) to see the atmosphere and courage of its brand input. At the same time, it is easy to see the long-term vision of the brand operation.

So, is the brand marketing of clothing enterprises good enough to use the big stars?

Success is hard to imitate. Others succeed. It does not mean that we can learn others to succeed.

There are too many differences and variables in China's clothing market, which determines that clothing enterprises need to master a set of strategies and methods that are suitable for their own characteristics.

To this end, we have invited several experts from garment enterprises and experts from marketing and brand planning organizations to discuss and exchange experiences, strategies and methods of clothing brand management.

Misunderstanding of clothing brand operation

Reporter: at present, the brand of the domestic clothing industry can really be called a brand name. From the consumer's point of view, we may know a brand, but we don't know the value and significance of this brand.

I would like to invite you to discuss some misunderstandings in the operation of local brand clothing.

Zhu Wenxin, chief trainer and management consultant of China research international brand management consulting organization: blind obedience and brand positioning are not clear.

Combined with my own experience, I have summed up the following aspects: first, many garment enterprises are blindly following, many processing and wholesale enterprises want to make brand pformation; two, brand positioning is not clear, that is, the price is high and the brand is good.

Why do we say "blind obedience"? In the past, people often talked about "strategic decision results", and I put forward the idea that "structure decides the outcome". Can your resources structure allow you to run such a brand? Can you provide strong brand support instead of just calling out slogans just to create a brand and create a brand?

Processing and wholesale clothing enterprises want to pform themselves to make brands, which is the biggest problem facing the garment industry.

When they look at other people's brand, they feel unbalanced. They always want to make their own brand.

A general manager of a garment processing enterprise said, "there are many brands of clothes that we do, and fabrics are also looked for by us.

Process cost

But for so little! Since I have done well for others, why don't I make a brand? "I said," this is not acceptable.

Your processing is completely different from that of a brand. "

To make a brand is not to act in a heartbeat, but to act in a heartbeat.

There are many manifestations of "unclear brand positioning".

For example, is the price high on behalf of your brand? When chatting with some of the executives of clothing enterprises, they asked how much their clothes were selling, and some of them said with the bottom of their breath: my minimum is 3000 yuan.

Some whispered, "my brand is not cheap, it only sells for three hundred or four hundred yuan."

Is the price high representative of the brand? I don't agree with you.

The same Cola sells 5 yuan in McDonald's, while the Hilton Hotel is 32 yuan, plus a 15% service charge. Is the McDonald's brand valuable or Hilton's brand worth? I think the quality of the brand is determined by the market share of the precise positioning market.

Wan Ruifang (operation director of Beijing Ermu Underwear Co., Ltd.): erroneous understanding flat

These two points mentioned by Mr. Zhu Wenxin are also understood by me personally in actual combat, and I agree with them very much.

In our

Marketing

In the actual operation mode, one mistake that needs to be specially pointed out is the wrong understanding of "flat management structure". When we mention flatten, we all do it, and even change it to flatten our own organizational structure.

In theory, it is all right to flatten, but with the current situation of marketing and management in the mainland, if there is no objective and rational application of flattening, it will appear many problems for flat and flat.

Of course, whether you want to be flattened is whether you want to be a regional brand or a national brand.

First, the partial market can be flattened and enlarged to the whole country.

Managing dozens or even hundreds of terminals within a local market can be very flat and can be done.

But for a national brand, uniform flat management in the national market will bring many problems.