2010 The Dilemma And Outlet Of Local Brand Clothing

Strong and weak differentiation accelerates Matthew effect

From the perspective of consumers' consumption habits, the psychology of Chinese people worshipping the ocean is quite serious.

Successful people, social elites, those with high or higher purchasing power generally choose only foreign brands, or spend most of their consumption on foreign brands.

Consumers with moderate purchasing power enjoy pleasure in the "fake foreign devil" and the more famous brands in the country; consumers with limited purchasing power choose the price according to their main choice, and the purchase is naturally domestic brand or even no brand name.

From the industry itself, the vast majority of clothing are

Li Shengzhi pointed out that compared with the use of channels, the main locations of high-end mainstream shopping malls and famous commercial streets in the first tier commercial circles in China are basically dominated by foreign brands, leaving only some corner positions to make the "fake foreign devil" and the more powerful brands in China be partitioned out. The rest can only occupy the two or three line position to compete for tourists.

But even if we occupy a better position, there are two kinds of pain to bear. One is the "discount increase" of shopping malls and the more wave of sales promotion, squeezing the pain of profits; the second is the rising pfer fees and rents of street shops, which make people feel reluctant to part.

People are worried about shopping and worshipping the ocean.

The current economic environment is also very unfavorable to the development of local brands. Li Shengzhi said: first, the export is blocked and the future is likely to be a downward trend; two, there is a serious shortage of skilled workers, and the general labor force is gradually decreasing; three, influenced by the policies and regulations of the state, the manufacturing cost is rising and increasing gradually; four, the consumption in the domestic market is increasing, and every year is over double digits, but at the same time, the influx of domestic brands is also increasing. The domestic brand products will be squeezed and attacked, and the situation is not optimistic; five, the excess capacity will exist for a long time, and the price war will also be accompanied by each other.

Plagiarism

As a garment enterprise, the difficulties of external development lie in the adjustment of government policies, the dramatic increase in the cost of garment enterprises, including the cost of talents and taxes, the disorderly competition of other enterprises, and the improvement of operating costs, which is a stumbling block in the development of enterprises; and the squeezing of foreign brands.

In addition to external reasons, the development of garment enterprises is also faced with internal constraints.

Yun Jian further pointed out that in the process of brand building, local brands generally lack innovation and plagiarism.

In the course of the operation of an enterprise, because of the fact that there are not many pure profits in the enterprises and there are not many funds reserved for development funds, the method of plagiarizing foreign brands and reducing R & D expenses is often adopted in the design and production of the time trend.

As a result, China's apparel industry will not be able to stand alone on the international market, unable to truly create its own brand and fall into a vicious circle.

Yun Jian believes that in terms of funds, clothing enterprises are generally faced with insufficient funds, financing difficulties and low turnover rate.

Because of insufficient funds, enterprises can only invest a small amount of resources in R & D, and products can only be developed by net, which can not form scale and can not be produced in large quantities according to market characteristics.

In terms of personnel appointment, all garment enterprises can also recruit qualified personnel in a pparent and open manner through the normal listing system, so as to avoid blind bidding behavior among enterprises.

At the same time, in terms of information reporting, enterprises can also understand the abilities and integrity of the recruited staff according to the mutual notification system.

In addition, with the rise of real estate prices, resulting in a substantial increase in rents, the ability of clothing companies to negotiate prices has no advantage in the case of single fight.

This requires brands to form alliances and strive for optimal conditions through collective bargaining.

In addition to rents, the cost of promotion is increasing and the discount rate is getting bigger and bigger. This requires the brand to have a tacit understanding. It is not just a price reduction, but also an indirect way to promote sales as much as possible.

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Changing cage and changing birds should leave clothing enterprises to enhance development space

China is rich in labor resources. In the early days of reform and opening up, the government adopted a policy of encouragement and support to solve a large number of idle labor in the society and to labor-intensive enterprises.

At that time, the government gave various preferential policies in terms of Taxation, land and employment.

This has led to the rapid development of these industries.

In the early 90s of last century, due to insufficient supply of industrial workshops in Guangzhou, the rent of industrial buildings in some areas was once raised to more than 20 yuan per square meter for a long time.

At that time, clothing enterprises were one of the necessary projects for local governments to attract investment.

However, with the adjustment of government policies, especially in recent years, there has been a large number of idle factories in Guangzhou and the Pearl River Delta, resulting in a great waste of resources.

In terms of industrial plant rents, today's industrial parks and village industrial areas in the suburbs of Guangzhou are rentals of more than 10 yuan or even a few yuan per square meter, which are at a very low level in terms of investment returns.

Due to low returns, the influence of the policy area on the labor intensive enterprises has changed from the encouragement and support to restriction and exclusion.

Because of the rapid growth of GDP, there is a widespread phenomenon of investment in real estate in many places.

Thus, on the one hand, it has caused the imbalance of social and economic development, resulting in economic bubble; on the other hand, although it has created prosperity in the short term, it is very dangerous for a society to focus on the abnormal development of an industry in the long run.

Take the United States as an example. In the past decades, the United States paid special attention to the development of the financial industry, and finally triggered the financial tsunami.

The United States government has recently signed a bill to develop a pluralistic economy and allow more enterprises to stay in the United States.

Changing cage and changing birds is a new mode of thinking. It is a product of the reform and opening up to a certain period. However, it should be aimed at upgrading the industrial level, enhancing the competitiveness of enterprises and improving the added value of products, rather than blindly abolish an industry.

Foreign brands and local products

"Who has won?" in the view of China's first clothing chain operator, Guang Ping said, "we are not the two or three line brands in foreign countries. They use their advanced management tools to control the raw material access, production channels, sales channels and management channels to achieve the overall brand export in China and make profits from the resources of the Chinese people."

In 2006, a foreign brand opened its first monopoly in Shanghai. In a short span of 4 years, the number of stores in China has surpassed 60, from a city to two cities.

The situation that foreign brands win in China has already come into being.

Vehicle wide Ping investigation found that foreign brands come to China, bringing only brand, a LOGO, a concept, the use of China's resources to defeat the Chinese brand.

"Master Yi and long skill to make foreigners", the ancestral ancestor cried out this sentence very early.

Over the years, the garment industry in Guangdong has gone through a lot of difficulties in the form of OEM processing, wholesale agent trade and expansion of plant and equipment. It has been unable to meet the needs of market competition by relying on simple wholesale and extensive management mode and vertical matching resources.

The whole industry urgently needs to adjust the route and take the road of "China Intelligent Manufacturing" led by the "made in China" to the technological and cultural enterprises led by the production enterprises, so that "MADE IN CHINA" is no longer cheap.

No one has me, others have me, I am quick, "the way of thinking has changed, so that enterprises have gained many fruits.

Guangzhou garment enterprises are constantly upgrading their core competitiveness under the harsh competition environment. We are eager to get a warm soil and suitable growth climate, which will help us grow faster.

It is expected that the government will remove multiple barriers to Guangzhou's garment industry, such as high taxes and difficulties in financing.

Only in this way can Guangzhou garment enterprises quickly embark on the "China wise" industrial pfer path.