Analysis Of The Pain Of Domestic Brand "Brand Management"

Our country is

The first big country of production and export.

However, due to the lack of clothing in China

Competitiveness, the number of well-known clothing brands entering the world market is very few, so the added value of products is far lower than that of international similar clothing products.

In terms of the current situation of clothing enterprises in China, "brand management" is a concept that Chinese entrepreneurs have realized but is not fully familiar with. In fact, it is closely related to the development of domestic garment enterprises.

Domestic brand clothing has always won consumers at low prices. With the improvement of people's living standards, the acceleration of internationalization process and the development of the clothing market, more and more consumers are paying attention to the intangible value of products, that is, brand.

Most of the brands in China are still immature in brand building and marketing, and have great defects compared with foreign famous brands. In order to improve the value of clothing brands, enterprises should make efforts in the following aspects:

1, clothing design should pay attention to the unity and originality of clothing style.

The famous brand clothing abroad focuses on the overall design concept, the uniform style of clothing design, and its own exclusive designer. Every season, new products are both innovative and keep the brand's own style.

Domestic brands tend to follow the trend of famous brands in the world. They have more plagiarism and have not formed their own clothing styles.

2, strengthen the construction of clothing marketing network.

Whether in the form of franchising or direct marketing, the domestic brand clothing marketing network is relatively thin, and there is a gap between the brand coverage and the number of stores.

Foreign famous brands such as Zegna often take the form of Direct stores, establish their own marketing system, ensure the synchronization of clothing sales, so that they can get market feedback information and improve products in time.

For example, there are more than 600 marketing outlets of Esprit in women's clothing, and more than 700 chain stores and franchises in T-shirts have been distributed in 2003.

The marketing network of YOUNGOR in domestic brands is relatively good, with more than 300 outlets.

3, improve the ability to grasp fashion.

The competitive advantage of famous brands abroad depends to a large extent on the grasp of the fashion trend. With the acceleration of information dissemination, domestic consumers, especially young and high consumption groups, are paying more and more attention to fashion trends, and are willing to follow the international trend, which is the main force of brand clothing consumption.

Practice has proved that this group is familiar with international famous brand clothing, and has a good understanding of the international fashion trend. However, domestic brands have little influence on them.

4, promote clothing brands in various channels.

It is customary practice for the stars to act as the spokesperson of the brand in China. Stars are flooded with TV advertisements and street propaganda.

And the promotion of foreign brands more, first of all the foreign brands of clothing have a relatively clear positioning of the consumer group, in view of the target group in the way of promotion is also different.

For example, JEANSWEST focuses its activities on sponsoring young people's favorite activities, such as holding the national first extreme sports competition.

5, improve marketing capabilities.

Some enterprises in the whole country are lack of experience and have poor marketing execution ability.

In the summer of 2003, the leisure clothing company "seven wolves" spent 4 million yuan to sponsor the activities of Real Madrid China bank. It was a good publicity campaign for its own brand but failed to achieve the desired results.

First of all, after the Real Madrid trip to China, the company did not follow up the publicity so that the event became a short-term behavior.

What is worse is that in the advertisements of the Real Madrid players who are used by the seven wolves, the Real Madrid players are wearing Adidas's jerseys, and are undoubtedly advertising for others.

This negligence undoubtedly has a great impact on the whole activity. This activity has no continuity and can not enhance the brand image.