What Is The Competitive Ability Of Chinese Clothing?

　　 CHIC 2011 is walking on the way to the treaty. Before this grand international fashion Party solemnly opens, the rising Chinese clothing brand should be clear about who its biggest rival is.

Is it an international brand? Or is it a commercial channel, a consumer, or a domestic colleague? CHIC2011 adhering to the functions of China's apparel industry leaders and explorers, guiding the industry to re recognize the essence of competition.

After the baptism of the economic crisis, the attention of the Chinese clothing industry has focused on one point. Can China produce the world famous brand in the next ten years?

It is true that Chinese clothing has long been the target of following, emulate and catch up with foreign famous brands. Apart from the international brand itself, the domestic consumers' preference for international brands and the increasingly fierce competition in the domestic market have also been regarded as a great challenge for the domestic clothing brands. Throughout the 30 years of development, there are many obstacles to Chinese clothing. But who is the real opponent of Chinese clothing?

Pressure effect of international benchmarking

"Luxury brand is only a symbol", which was once regarded as a fashion brand in China. Treasure So they put a lot of money into publicity and promotion, but even so, it is still hard to resist the international brands. It is very important to improve brand awareness and reputation, but the winning points of international brands are not here. The precise understanding of cultural connotation and consumer demand is regarded as a classic reason.

In fact, after the advent of the economic crisis, the bigger challenge China brands need to face is the pressing force of the international brand. Whenever new markets are discovered, international brands will build strong capabilities to control new markets, which will bring a sense of crisis to the growing domestic brands.

In the course of development, Chinese brands have never forgotten to find rivals and analyze rivals. In the face of the attack of international brands, some enterprises have taken French or Italy names for their clothes, registered with the logo of international famous brands, or bought the trademark rights of international brands, and manufactured "international brand apparel" in their factories. But these practices only pay attention to the imitation of brand appearance, ignore the absorption of brand culture, and ignore the excavation of brand connotation.

The opponent's attitude is only the surface manifestation of brand connotation. Behind the high head of the international brand is the maintenance of the belief in its own brand, which is the most obvious flash in the opponent's body.

Win the favor of God

The loyalty of Chinese consumers to national brands is obviously not high, especially in clothing consumption. While complaining about the fact that the Chinese people are complaining about foreigners' love for foreigners, are they aware that they are giving consumers enough attention and care? Some experts have said that the reason why international brands can be based on the Chinese market is that they should make Chinese people more comfortable and fashionable in their clothes. In this regard, whether the domestic clothing brand has the same high recognition?

In fact, some brands do this. Take the Volkswagen brand "YISHION" as an example, its sales volume occupies the first place in the domestic brand year after year. Suitable for mass consumer prices, cost-effective texture, fashion acumen, distinctive brand image and good service achieved high performance. It can be seen that consumers will naturally be able to buy consumers with deep and precise research on consumer psychology and valuable products, with distinctive innovative styles and new marketing concepts, so that consumers can appreciate the brand personality culture and provide customers with targeted and satisfactory services that are close to their lifestyle.

In recent years, China's clothing brand has been ranking from increasing sales volume to providing personalized services to seize the commanding heights of the market. From attracting consumers to celebrities and creating fashion lifestyle museums, efforts have been put into the hearts of consumers. These practices of respecting consumers are a good trend, and gradually become more rational in the increasingly fierce competition.

　　 business "Privilege" comes from strength.

In Beijing, Shanghai, Guangzhou, Shenzhen and other top tier shopping malls of these domestic first tier cities, foreign brands and foreign brands have taken up half of the country's brands, and only a few seats are owned by national brands. In addition, the high rent in the domestic market and the monotonous commercial form are also criticized. Shopping centres are also dependent on local brands.

The localization of international brands corresponds to the internationalization of domestic brands. The single channel in China is not the fertile soil for brand growth, but it does not prevent excellent brands from coming to the fore. Besides, more and more updated formats are appearing in the domestic market. The theme stores, fashion department stores, comprehensive department stores, high-end department stores, community department stores and so on, which are set up according to different standards, are gradually enriching the market, and the buying system is gradually revival, which brings good news for the clothing enterprises who aspire to the brand road.

In the context of the development of internationalization and diversification, the antagonistic factors of local brands and various commercial channels will also gradually weaken, and finding a more favorable development path is the meaning of the problem.

Peers are rivals, but also helpers {page_break}

The fierce competition in the domestic garment market has resulted in the fact that most of the garment companies are still in the dogfight. Apart from a few brands with market leading strength, the phenomenon of copying and following suit is almost inevitable.

Imitation and being followed are the inevitable destinies of every successful brand. The reason why international brand names are called the trend leaders is that their style and elements are constantly being copied or even copied. China has been strongly advocating originality, taking innovation as the engine power of industrial progress. At the same time, the state has constantly improved its legal system to protect intellectual property rights and curbed unfair market competition, and has achieved remarkable results. As for the brand itself, the trend of continuous innovation and continuous development is the embodiment of confidence in competition.

Xie Yuansheng, Australia's exclusive agent for UGG China, said in an interview that he never thought a pirated brand could replace the genuine product, because if the genuine brand disappeared, piracy would also lose its market; if the brand was the root, piracy was at best just a cane, and the piracy market was hot, which also showed that the brand had a good vitality.

Moreover, domestic brands are always in a mood of becoming bigger and stronger. On the road of brand upgrading, competitors are both rivals and helpers. The imitation of followers is the biggest driving force for brands to constantly enhance their design and update styles. Even business magnate Ma Yun also said that without competitors, it would be very lonely.

CHIC leads domestic brands

Reexamine yourself

CHIC2011 is walking on the way to the treaty. In this grand international fashion Party, the rising Chinese clothing brand should be clear about whether its biggest competitor is an international brand, or a business channel, a consumer or a domestic colleague.

In the past 30 years' development path, CHIC has been confronted with the challenges faced by Chinese clothing brands with the symbiosis and prosperity of domestic brands. Standing at a new starting point, CHIC2011 opens its eyes, leading the domestic brand to self examine, recognizing the meaning of competitors and recognizing the essence of competition. The future of Chinese clothing brand is not to replace the international brand, but to find the true self, discover the unique culture, and explore the growth path of garment enterprises with Chinese characteristics. From this point of view, in fact, the most difficult opponent of Chinese clothing brands is still their own, which is the reality that Chinese clothing brands should really face and actively respond to.