Who Is The Real Opponent Of Chinese Clothing?

CHIC2011 is walking on the way to the Convention.

After the big baptism of the elimination and upgrading of the industry, the attention of the Chinese clothing industry has focused on one point. The next ten years, can China produce the world famous brand?

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 are also regarded as a great challenge for the domestic clothing brands.

Throughout the thirty years of development,

Pressure effect of international benchmarking

"Luxury brand is only a symbol", which has been regarded as a treasure of domestic clothing brands, and has invested a lot of money in publicity and publicity. 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 actually the big international brand.

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 imitated the logo of international famous brand, registered a trademark that made people visually delusions, bought the trademark of the international brand, and made large quantities of international brand clothing in their own factories, but these practices only paid attention to the imitation of brand appearance, ignored the absorption of brand culture, and ignored the excavation of brand connotation.

The opponent's attitude is only the surface manifestation of the brand's 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.

The voice that denounces consumers' support for local clothing brands has always existed, and many consumers stand in the opposite position of brands.

In fact, the brand is complaining about the fact that the Chinese people are complaining about foreign affairs while they are complaining about it.

Experts have said that the foundation of international brands in the Chinese market is that they should give the Chinese people a more comfortable texture and a more fashionable style.

In this regard, whether the domestic clothing brand is also highly recognized?

In terms of the popular brand "YISHION", its sales volume ranks first among domestic brands.

The prices that are suitable for mass consumption, the quality of cost-effective products, the sharp grasp of fashion, the distinctive brand image and good service have achieved high performance. It is obvious that consumers will naturally buy a brand new consumer culture and provide them with valuable products, with innovative marketing styles and new marketing concepts that consumers can understand, so that consumers can appreciate the brand personality culture and provide customers with targeted and satisfactory services that are close to their lifestyle.

The so-called added value of the international brand is more reflected in the service. The Japanese and Korean brand has given the highest quality products and services to its consumers, and won the respect of the national brand.

It should be said that in recent years, China's clothing brand has been ranking from improving sales promotion to providing personalized services to seize the commanding heights of the market, attracting consumers from celebrities, creating a fashion lifestyle Museum, and putting effort into the hearts of consumers. These methods 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 and Shenzhen, the domestic brands of foreign brands and foreign brands account for most of the high-end shopping malls in these big cities in China.

In addition, the high rent in the domestic market and the unitary commercial form are also criticized.

Shopping centres are also dependent on local brands.

But from the market point of view, the choice of shopping malls is not the result of competition. In China, the brand of shopping malls has become the embodiment of grades and popularity. In a sense, it is the embodiment of survival of the fittest. When many domestic brands are complaining, Mars Phil and other domestic brands are not only popular among domestic stores, but also enter the eyes of internationally renowned commercial buildings.

The localization of international brands corresponds to the internationalization of domestic brands. The single channel of the domestic market is not the fertile soil for brand growth, but it does not prevent excellent brands from coming to the fore. Moreover, more and more updated formats are appearing in the domestic market.

In Beijing, Xidan's great joy City, Xinguang heaven and earth, Sanlitun pacific place and the blue harbour bring more and more bright colors to consumers.

China has a vast territory and unbalanced regional development. The department store can not be a model, but a variety of types coexist.

The theme stores, fashion department stores, general merchandise stores, high-end department stores, community department stores and so on, which are set up according to different standards, will gradually become more and more popular in the department store market, and the buyer system is also gradually revival, which brings good news for the clothing enterprises who aspire to the brand road.

With the development of internationalization and diversification, the antagonistic factors of local brands and various commercial channels will gradually lessen. It is the meaning of finding a more favorable development path.

With company, opponents are helpers.

The fierce competition in the domestic clothing market, except for a few market leading brands, most of the garment enterprises are still in the dogfight. The phenomenon of copy and follow suit is almost inevitable, which makes many brand developers powerless in research and development.

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 vigorously advocating originality, taking innovation as the engine power of industrial progress, and at the same time, the state has constantly improved the legal system to protect intellectual property rights, curbed the non-standard market competition behavior, and achieved remarkable results. For the brand itself, the trend of continuous innovation and continuous progress is full of confidence in competitiveness.

Xie Yuansheng, Australia's UGG exclusive agent in China, said in his 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 is the root, piracy is at best just a cane, and the piracy market is hot. It also shows that this brand has a very good vitality.

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 no competitor 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 its biggest competitor is an international brand? Or is it a commercial channel, a consumer or a domestic colleague? In the past thirty years of development, CHIC has been confronted with the challenges faced by Chinese clothing brands with the symbiosis of domestic brands. Facing the new starting point, CHIC2011 has opened its eyes, leading the domestic brands 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 real self, find the unique culture, and explore the growth path of the garment enterprises with Chinese characteristics. From this point of view, actually, the most difficult opponent of Chinese clothing brand is still itself. This is the reality that Chinese clothing brands should really face and actively respond to.