Who Is The Real Opponent Of Chinese Clothing?

CHIC2011 is walking on the way to the treaty. Before this grand international fashion Party is solemnly opened, the Chinese fashion brand with rising status should be clear, who is its biggest rival? Is it an international brand? Or is it a commercial channel, a consumer or a domestic company? CHIC2011 follows the functions of the leading and explorers of China's clothing industry, and guides the industry to rediscover the essence of competition.

After the great baptism of industrial upgrading, China

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?

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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 a new market is discovered, international brands will build a strong channel to control the new market, 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.

Facing the attack of international brand, many enterprises once took the name of France or Italy, or registered the logo of international famous brand, or bought the trademark of international brand, and made large quantities of international brand clothing 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 the 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

China

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 as long as we study deeply and accurately the consumption psychology and provide valuable products, consumers will naturally be able to buy consumers' brand culture by providing distinct and innovative styles and new marketing concepts that consumers can understand.

In recent years, China's clothing brand has been ranking from increasing sales to providing personalized services to seize the commanding heights of the market. From attracting consumers to celebrities and creating a fashionable lifestyle Museum, the Chinese clothing brands will go deep 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.

China has a vast territory and unbalanced regional development. The department store can not be a model, but it should be a combination of various types.

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.

With company, opponents are helpers.

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. To look at China, the leading brand of international brand is called its trend. Its style and elements are constantly being copied and 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 the legal system to protect intellectual property rights, and has curbed the non-standard market competition and achieved remarkable results.

As for the brand itself, the trend of continuous innovation and continuous progress is the embodiment of confidence in competition.

Xie Yuansheng, Australia's sole agent for UGG, said in an interview that he thought there had never been a pirated brand that could replace the authentic products, because if the brand was disappearing, piracy had lost the market. If it was the root, the piracy was only a cane, and the popularity of the pirated Market showed that the brand was very good.

Moreover, domestic brands are always in a mood of becoming bigger and stronger.

On the road of brand upgrading, competitors are both competitors and helpers, and 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 brand self examination

CHIC2011 is walking on the way to the treaty. In this grand international fashion Party, the rising Chinese clothing brand should be clear whether the biggest competitor is an international brand, or is it a commercial 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.

Chinese brands have stood at a new starting point, opened their eyes, examined themselves, reconfirmed the significance of their competitors, and striving to fly higher.