Analysis Of The Pain Of Domestic Brand "Brand Management"

China is the largest country in the world's production and export.

However, China's clothing industry has entered the world market due to its lack of competitiveness.

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.

And domestic brands tend to follow the trend of famous brands in the world. There are more elements of plagiarism, and no clothing has been formed.

2, strengthen the construction of clothing marketing network. Whether it is 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, Esprit has more than 600 marketing outlets in 2003, and JEANSWEST has more than 700 chain stores and franchises.

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

{page_break}

3, improve the ability to grasp. The advantage of foreign famous brands in competition depends to a great 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, various channels to promote clothing brand. 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 competition.

5, improve marketing capabilities. Some domestic enterprises lack experience, poor marketing execution ability, and often spend too much money doing bad things.

For example, in the summer of 2003, the "seven wolves" invested 4 million yuan to sponsor the activities of Real Madrid China bank. It was a good campaign to publicize their 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.