Ten Years' Selection Of Chinese Famous Brands: The Glory And Degradation Of Chinese Clothing

In September 2001,

The first 11 Chinese famous brand clothes represented by Shan Shan and red bean were swept away in the public expectation and opened the honor tour of Chinese clothing brand.

But this road is not all about flowers and applause, but also thorns and scandals.

The magic power of China's famous brand effect usually has the following description: the famous brand is the pass to the market, and the emergence and development of a famous brand not only brings vigorous vitality to the production of famous brand enterprises, but also brings vitality to the development and operation of the local economy.

The most typical representative of this magic is YOUNGOR.

As the first batch of Chinese famous brand winners, YOUNGOR relies on the famous brand effect, not only in the clothing industry, but also in other fields such as real estate, finance and so on.

Because of the brand name aura in the clothing industry, many consumers have a high degree of trust in the three words of YOUNGOR, which provides convenience for YOUNGOR to operate other products.

In Ningbo, the commercial real estate developed by YOUNGOR once sold well, and is considered to be one of the brands with guarantee.

YOUNGOR executives never conceal their "utilization" of Chinese famous brands, and have told reporters in public that they are relying on famous brand to create benefits.

And its development has proved this point, starting from a 20 thousand yuan workshop in 1979, YOUNGOR now has a brand value evaluation of up to 18 billion 721 million yuan.

The growth level of hundreds of millions of people is very interesting.

Shan Shan, red beans, Bosideng, good news birds, Heng Yuan Xiang, Ordos, Muse, bonwell...

These clothing brands, which are active in the forefront of the market and have created huge wealth for the industry, can be said to be the beneficiaries and practitioners of "China's famous brand".

According to our reporter's statistics on 115 famous brands of Chinese clothing in the past ten years, nearly 80% enterprises have benefited from the title of "China famous brand", and have been promoted more or less in popularity and market performance.

This is also the main reason for encouraging garment enterprises to participate in brand competition.

Jiang Maoyuan, chairman of the tiger leopard suit, feels very deeply about this.

Before winning the title of "China famous brand", the tiger leopard was named "China famous trademark". What he did not expect was that this honor brought 300 new agents to him immediately. These agents did not hesitate at the time of signing the contract, because they believed that the "well-known trademark" was reliable.

With this experience, Jiang Maoyuan made a very positive selection of "China famous brand", and eventually prompted the enterprises such as tiger leopard and YOUNGOR to become the first batch of "Chinese famous brand" recipients.

The development path of duck duck down jacket proves another function of "Chinese famous brand".

In the year before winning the title of "China famous brand", the market share of ducks and ducks in the domestic market once fell to the fifteenth place in the industry, and enterprises were heavily indebted. At the beginning of 2002, enterprises were basically faced with bankruptcy.

But in September of that year, duck and duck returned to the cup of honor of "China's famous brand".

And the miracle began from then on. After that, the ducks and ducks made a big advertising campaign with the help of the "China famous brand" event, which made the ducks' popularity greatly increased. This directly promoted the sales rebounded of duck and ducks in 2003, and the market share gradually increased. In 2004, the performance of duck ducks ranked the top four in the industry.

The emergence of "Chinese famous brand" clothing has also promoted the reputation of the location of the enterprise.

Of the 115 Chinese famous brand clothing enterprises, Zhejiang accounts for the largest proportion, up to 31, followed by Guangdong, Jiangsu and Fujian, 15, 14 and 12 respectively.

The size of these numbers is also a reflection of the scale and maturity of clothing brands in these regions.

Zhejiang is the first and the most famous brand clothing Province in China. Its shirts, Western-style clothes and other men's clothing occupied half of China's clothing market in the 90s of last century to the beginning of this century.

The four provinces are also the most concentrated areas of China's garment industry cluster. As long as they bring up clothing, they may think of them immediately.

However, getting the title of "Chinese famous brand" does not mean once and for all. In a sense, it is just the beginning of a new journey.

Regretfully, in the 115 Chinese famous brand clothing, 15% enterprises have appeared more or less all kinds of problems and even "quality scandals" in the later development, and many enterprises failed to maintain their original "light" in the later development and become the declining "nobility".

Kai Kai, Yin Hu, Tiantan, these once in the last century 90s scenery, the first batch of "China famous brand" clothing brand, but in the business sea competition in the back.

When the YOUNGOR and Shanshan of the same era were on the brink of diversification and multi brand development, brand value went forward like snowballs, they remained in their own world.

One of the most qualified shirt manufacturers in China, YOUNGOR has earned the first gold from the OEM production.

Li Rugang, chairman of YOUNGOR fashion group, said in an interview with reporters that their initial brand management mode and business mode were all open to study. It can be said that without opening up, YOUNGOR's development path may be another scene.

But YOUNGOR's subsequent light soon overwhelmed its "teacher".

Silver Lake and Tiantan share the same fate.

In 2001, when they won the title of "China famous brand", they were eliminated in the new round of 2004 because of "too slow progress".

Whether it is coincidence or not, its brand has also experienced ups and downs along with the acquisition and loss of China's famous brand.

Silver Lake has basically withdrawn from the domestic market and has gained room for survival in foreign markets.

Compared with the business problems of these enterprises, the shocking waves caused by the "quality scandal" of the "Chinese famous brand" such as the Antarctica are even more shocking.

In September 2004, the South Pole was named "China famous brand" and was exempt from inspection.

It hired Zhao Benshan as the spokesman for the "earth knows" advertisement, so that the South Pole and its Chinese brand went into thousands of households.

However, in the same year, Wang Hai, a fake professional businessman, exposed the strong smell of the two sets of underwear he bought, and told the south pole to the East Court of Beijing for this reason, and claimed more than ten million yuan, causing a public outcry.

In March 21, 2005, the Beijing quality and Technology Supervision Bureau announced that the color fastness of the southern lint underwear was not qualified.

In April 10th, Zhang Xianfeng, a lawyer in Beijing, sent a letter to the China Brand Strategy Promotion Committee and the State General Administration of quality supervision, inspection and quarantine, and strongly recommended the abolition of the title of "China's famous brand products" for products such as the southern polar underwear.

The Antarctic people are once again trapped in the whirlpool of "quality gate".

Although the South Pole was retained the title of "Chinese famous brand", the incident almost led directly to the outcome of the whole category of thermal underwear products in 2005. That is, except for the naming of the south polar brand, all other newly emerged underwear brands lost their evaluation.

The Antarctic became a target for a time.

The quality problem of the Antarctic is not a case of Chinese famous brand clothing.

In 2006, the Ordos Ao group won the "China famous brand". At the same time, it was detected by the Sichuan Bureau of industry and commerce that there were some problems such as color fastness, pilling and so on. In the same year, 40 kinds of children's clothing such as Ya Du were detected by the Shanghai Bureau of industry and commerce, and their formaldehyde content and pH value exceeded two.

The quality problem is also the most sensitive and controversial issue in the process of China's famous brand selection, because in accordance with the rules, the "Chinese famous brand", in the three year validity period, can obtain the qualification of exemption from inspection and only conduct regular spot check, which may cause some enterprises to relax the quality of this "chord", and the events of the Antarctic have proved this.

This will give consumers some kind of psychological hint: Chinese brand clothes under the exemption from inspection will often have quality worries.

How many Chinese famous brand clothes can you count?

Or how many of these brands are familiar with the list of Chinese famous brand clothes?

When these two questions are placed in front of us, there are many consumers who are at a loss.

Wang Yong is the Secretary General of the Chinese brand alliance. He has been carrying out research and selection of brands, but when a reporter asked him, he said he did not know a lot of clothing brands, and he had never heard of them.

This may be another embarrassment for Chinese designer clothes.

Over the past ten years, 115 brands of clothing brands that have won the title of "China famous brand" have selected several: cold, love, sherffer, Yuelai spring, Hailin...

Judging from their official information, their performance in their respective fields is fairly good. Hailin underwear claims that its comprehensive occupancy rate in the national market is 2% to 7%. In sherffer2006, sales revenue has reached 800 million yuan, and now it has begun to diversify its development path. Yuet Lai Chun has begun its multi brand development strategy and has been involved in building materials, materials trade, finance and biomedicine.

But almost no one knows what products these brands are making, according to a small survey conducted by reporters.

Its popularity is obviously not satisfactory.

According to the survey of industry professionals, experts and ordinary consumers, in their view, brand recognition is an important basis behind the reputation of consumers.

Therefore, consumers are directly questioned: is it reasonable to comment on a brand that they do not know as a Chinese brand?

There are also doubts about the procedures and the absence of follow-up supervision measures during the selection process of these famous brand names.

In 2005, after a month of winning the "China famous brand" title, Zhejiang's fortune reached the death of its capital chain and was forced to remarry.

Consumers questioned that the brand had financial problems when it was selected. Why did the relevant departments not find it in time?

It is ironic to choose a brand that will soon be "dead" as a Chinese brand.