Brand Station: From "Fish To Death" To "Joint &Nbsp; Symbiosis"

From "finding competitors" to "joint symbiosis"

There is a joke: two hunters used the bullet in the gun and sat there to rest.

At this time, two people found that they were caught by a tiger and ready to run away.

When hunter a had already started running, he saw that B was still wearing shoes unhurried. He laughed at him angrily: "can you run over the tiger in your shoes?"

After "cold", we might as well ponder that the truth of survival is sometimes simpler than it is imagined - only to find out who is the real opponent.

Clothing brand enterprises are aware of the fierce competition nowadays. Under such an established pattern, finding competitors, recognizing their opponents and coping with market changes with their own strength is the evergreen brand and the way to go.

Therefore, it is not difficult to understand why CHIC2011 defined the theme as "discovery".

On the other hand, different from the survival mode of "not fish dying or net breaking", many brands have their own "ecosystem" in the market environment.

Therefore, it is a higher level of development to establish a harmonious symbiotic relationship with complementary advantages and change "rivals" into "joint efforts".

"Natural selection, survival of the fittest and the law of the jungle" are the principles of evolution in modern biology.

Different species depend on their own viability to determine the position of the food chain, such as antelope and lion. But if a group of antelope meets a lion, the sooner he discovers a lion, the more likely he will escape, and the chance to survive if his companion is left behind.

As a brand, the idea of evergreen is likely to be: finding out competitors, running ahead of rivals, and constantly strengthening their own running ability, so that we can have the opportunity to evolve to a higher level.

Thomas Friedman told us in the book "the world is flat" that globalization has entered the 3 era.

That is to say, "the arena of the world has been razed to the ground."

The change brought about by globalization is that opponents are not only confined to the periphery, but from more places.

When the "golden angle silver side" of a department store is occupied by all the brands that mark the western language, will the local brand lose its way when it does not understand its pronunciation? The reason why the clothing merchandise has been "wildly discounted" in the department store is becoming more and more intense. It is because some opponents who have not been noticed by us are growing up in all directions. Have you ever encountered the following situation?

Find opponents hiding in every corner.

Case 1 operators who were originally different categories crowded onto the same lane.

The 3 words "Bosideng" are familiar to Chinese people. When most consumers connect them with their down jacket, the connotation of this brand has been quietly extending. Bosteng men's fashion dress has been hatched in recent years, and its strong access to open the down garment has achieved a rapid replication mode.

Brand extension, a somewhat outdated topic, has again become the industry's talk.

When

Underwear experts "love" extends to home furnishings and home textiles; "Napa Jia" extends the brand of Xiao Shu; the cashmere brand subdivides the lotus dress series.

All brands want their loyal customers to buy a little more, a little more.

Under the encouragement of this vision, the first step is to fight for female consumers. Once trust is formed, they will spare no effort to fight for the cost of their husbands and their children, and fill their own brand logo in the room of their VIP customers.

Just imagine, when a woman looks at two brands at the same time, and one brand can match the "baby outfit", and the other does not, which brand does she have the odds? Behind this choice, there are two competitive relationships: one is the competition between women's clothing and women's clothing, the other is the competition between the children's clothing series provided by women's wear and the brand of other children's wear brands.

Situation 2 cross border investment in other industries {page_break}

Statistics show that

With the development of economy and the rapid rise of the two or three tier cities, a broader potential market will be developed.

At the same time, consumers' consumption consciousness has become more mature and rational, and the market environment of garment industry has been further improved.

Therefore, investment prospects are promising.

The strength of the upstream textile enterprises to create brand has its incomparable advantages.

Jiangsu sunshine, Zhejiang Daly, Shandong Nanshan, Jiangsu black peony group and other textile enterprises have launched their own brand for many years; Huarun textile (Group) Co., Ltd. introduced Paris fashion women's clothing brand VIVA VOCE and so on.

Wuliangye group promotes Tai

Situation 3 the partners in the business chain become competitors of the same status.

Shenzhen pink wardrobe Clothing Co., Ltd. has already owned more than 560 employees and two main brands from 12 people when they started 4 years ago.

Chairman Li Feiyue's former identity is an agent with 6 years of clothing distribution experience. At most, there are 27 straight stores and more than 30 customers, and the conversion of the role from the agent to the brand business is only 5 years. It has achieved 100 straight stores, more than 260 franchise channels, and 152% growth rate of last year.

Another case is Liu Shiwen, who founded the LIU 'ES women's clothing brand. Before becoming the chairman of Guangzhou Lai Zi dress limited company, he was the general agent of Hongkong's brand.

From terminal retail to general agent to R & D licensing, Liu Shiwen has also stepped out of the pformation of a dealer into a brand.

He said that the status of the general agent helped him accumulate a lot of experience and solidly accumulated many foundations.

Facing the upgrading and enlargement of the domestic market, he is confident and firm in his pformation.

The above two cases prove that in today's "channel is king", operators with terminal channels are very easy to grasp the brand positioning because of their first-line sales experience and market information. As long as we grasp the two ends of the dumbbell operation of the brand, design and sales, coupled with a stable supply system and team, it is not impossible for them to create a brand.

Of course, it does not mean that all agents can succeed, but at least one side reflects the change of identity. It is very likely that the original collaborators will also come to the ranks of the competitors, perhaps the people around them.

Are brands ready to find out?

Situation 4 other business models occupy the traditional brand space.

Needless to say, the rise of e-commerce is obvious to all. A large number of apparel brands that depend on online sales have emerged, regardless of whether they are good at viral marketing, or Martha Maso, who claims that "the Internet can also sell high prices", or that they are the exclusive category of underwear brands, such as LAN Mei and Meng bausa, who occupy large market share through another channel. They believe that the Internet can generate "big companies with sales exceeding 10 billion", and sales volume makes traditional brands sigh.

The online B2C fashion department store, which is comparable to the reality of department stores, has broken through the mail order mode and has been pformed into a shopping website covering 31 provinces, autonomous regions and municipalities directly under the central government. It sells more than 600 thousand kinds of fashion department stores online, including women's clothing, underwear, children's wear, accessories, cosmetics, toys, mother and baby, household goods and other daily necessities, and strives to win more consumers with "fashion, uniqueness and value".

These new business models and channels are reconstructing people's consumption habits and shopping methods. Although the positioning is different, there is no obvious "frontal conflict" at present, but it is hard to say that there will be no dispute about the status of the food chain in the future.

Know your enemy and know your enemy, so that you can never fight.

Are these brands also discovering and paying close attention to brands?

Finding trends in environmental change

At the annual CHIC exhibition, brand enterprises are competing in the same jungle, forming different communities.

At this time, who can win is not decided in just a few days, but from the beginning of the preparation of the exhibition, it created a contest secretly.

When rival competitors begin to infiltrate the brand's own "territory" from all sides, or some more powerful rivals are copying other ways, breaking through is a choice that has to be made.

At this time, it is the most crucial issue to find the survival ability that guarantees "settling down".

It is not absolute, but relative, that "ability" is effective.

The premise is to find out the strengths and weaknesses of the opponent, and strengthen their survival skills in a targeted way - just like the self protection of creatures in nature, some use "stimulating odors", others use "camouflage", and others win by flying or jumping. If they all use the same method and the opponent's method is more competitive, there may be little chance of winning.

Let me give you an obvious example.

On the platform of CHIC, an annual industry event, brand enterprises are competing in the same jungle.

Some of them may display the same business and brand image; others need to seek cooperation between agents to lay up channels; others may promote new products under the new concept.

In short, they will form different communities, and they will have a competitive relationship with each other for the same purpose.

At this time, who can win is not decided in just a few days, but from the beginning of the preparation of the exhibition, it has formed a contest secretly.

It is said that CHIC is the touchstone of the industry, and the idea of putting it before the market will show a basic judgement.

Therefore, the performance on CHIC can be regarded as "one minute on the stage and three years on the stage."

Some brands insist that the luxury of booth is the embodiment of strength. Therefore, we should spare no effort to build a large volume, even "resplendent" exhibition area.

Unexpectedly, the last "limelight" was grabbed by those simple and rustic brands. Those advocating environmental protection and low carbon enterprises used more than 42 silver coins to exchange more "social responsibility image" with less money.

The root of this result is to see who can find out what the trend is in the wind. There is no invariable "trick". Only when we conform to the changes of the times and grasp the mainstream pulse is the way for survival of the fittest.

We should be keen to discover environmental changes and constantly innovate and adjust our brands according to changes, so as to maintain vigorous vitality.

When others are still using the foreign language to paste their own brands, they will be able to win more applause when they dare to play the slogan "I grow in China, I am a national brand". When others are still copying in Shanzhai, the brand that has started to join the artists to cross the boundary is a different gesture. When everyone else is fighting the "super flagship" in the first tier cities, it will also be possible to blossom everywhere in the two or three line cities.

In the face of opponents, you can spell the quality, design, marketing, spelling, talent, technology, terminal, service, or even supply chain and logistics.

In short, there are tens of millions of paths to success. The soldiers are unfixed, the water is impermanent, and the soldiers who can fight without fighting will only be able to find their opponents and take their own lengths.

CHIC looks like the chance of a few days may have secretly set the trend and pattern in the next few years -- do not find out what the future is?

Finding the way to survive and live together

The balance of the environment is not competitive, and the interdependence is also found.

From a brand to a brand community, and then to a certain space or region, the brand ecosystem formed by the interaction of material, energy and knowledge between brand community and brand environment determines a brand's "spatial niche", "nutrition niche" and "multi-dimensional niche", so as to understand the mechanism of producing "big brand" in the brand community.

Du Yuzhou, President of the China Textile Industry Association, repeatedly stressed that to support the rapid growth of independent brands, we should start with the good brand ecological environment and create the "big name brand" mechanism in the brand community.

Therefore, the so-called brand strategy is to start from the brand ecological environment, promote the brand community's ecosystem, until produce the brand of "high ecological value" and "high niche".

On the "brand ecology", President Du Yuzhou gave instructions on the basis of fresh facts.

For example, he held the first exhibition of the Korean Pavilion in the CHIC2010 exhibition held in March this year. This is the first time they have participated in the exhibition after being mobilized for 3 years.

After the meeting, the South Korean exhibition group expressed surprise that the customers who met at the exhibition were "beyond imagination" and left the atmosphere, and this effect is difficult to achieve.

Therefore, the ROK suggested that Northeast Asia can not cultivate several world famous brands? This proposal is from the perspective of Asia.

It seems that in addition to us, the desire of other Asian countries to change this pattern is also very strong.

Recently, some media said that when PRADA heard that 13% of its shares were acquired by a Italy consulting company with a Chinese boss, it quickly changed its face.

There is also a regrettable expression. PRADA said, "giving to the Chinese people will make the quality and style worse."

It is not enough to evaluate whether the expression is objective or not.

Local brands are eagerly calling for capital at the moment. Foreign brands have repeatedly rejected the olive branch of Chinese people.

After sorrow, this thinking: what does it reflect behind it?

On the one hand, luxury goods are making use of our labor resources; on the other hand, they are unwilling to make themselves appear to have anything to do with "made in China".

In terms of commercial circulation, on the one hand, they value China's huge potential market; on the other hand, many luxury goods groups tear up their previous agreements and withdraw their Chinese agency rights to become direct battalions.

Why are they willing to keep their distance while picking up Chinese consumers' purse?

Is there a problem in the industry ecology and brand ecology? Individual brands that go international do not represent the competitive power of a group. The one or two strong ones have little power for an industry with 4 million 360 thousand practitioners.

This is not something that one or two Chinese enterprises can change. Change this situation and start with the way to discover our symbiosis and common prosperity, and work together to improve this environment.

The balance of the environment is not competitive, and the interdependence is also found.

As president Du Yuzhou said, from a brand to a brand community, and then to a certain space or regional scope, the brand ecosystem formed by the interaction of material, energy and knowledge between brand community and brand environment determines a brand's "spatial niche", "nutrition niche" and "multi-dimensional niche", so as to understand the mechanism of producing "big name brand" in the brand community.

Planting the same crop in the same field is bound to make the crops compete for resources, resulting in an overall crop failure.

If rotation is planted in season or during the year, the planting pattern of multiple cropping will be beneficial to the balanced utilization of soil nutrients and the control of diseases and insect pests.

{page_break}

The layout of the brand is also the same. The brand with high added value is optimistic about its profit space. If we coax ourselves into the field of high-end clothing, it is bound to form fierce competition, resulting in similar products being no longer scarce, and high added value will be difficult to achieve.

Therefore, pformation is one of the ways to upgrade, but it is not the choice of all enterprises.

At present, the domestic market is magnified, all parties are optimistic about this "cake". The original wholesale channel businessmen and garment manufacturers have the demand for pformation. But if the emerging brands blindly enter the market through the low price strategy blindly, "floating channels" will be a threat to the development of a long time, a cumulative brand, and at the same time, there will be a certain degree of crowding out of talent, supply chain and processing resources.

If the brand can not have a good growth space, but the "wave" is being killed by the "wave" on the beach again and again, and it will soon die out in the brand establishment period, and it can not grow to maturity. Over time, the formation of a number of strength brand communities will become an impossible dream.

Without a large number of brands that are stable in style, stable in quality and stable in sales, the garment industry will not be able to aggregate a "Chinese character" - just like France, thinking of elegance; when it comes to Italy, we think of exquisite workmanship; when it comes to the United States, we think of comfort and leisure;

Industrial people should also accumulate a common "bright symbol" for themselves.

Give yourself a chance to discover...

When the world becomes flat, the opportunities for rivals are becoming more and more, and platforms are becoming more and more internationalized.

In addition to "real guns and genuine guns", most of the exhibitions at home and abroad and industry activities can be platforms for finding competitors.

Among them, CHIC, which is known as the "industry vane", is the most representative gathering. It brings together all kinds of resources, contacts and circles related to every link in the industrial chain, in fact, it is a condensed "ecological community".

Finding an ecological niche in this environment is an important harvest for the brand to participate in CHIC. It is the original intention of CHIC to discover new competitors, discover the opponent's actions, find opportunities to join hands with their rivals, and symbiosis and co prosperity, and win a harmonious and win-win situation. It is also an important prerequisite for the national industry to strengthen the world in the future.

CHIC2011, perhaps, the brand should give oneself a chance to discover.