30 Years Of Clothing Brand: A Hundred Years' Brand Should Have Many Characteristics.

Internationally famous brands have basically a hundred years of history and have been handed down for generations.

In China, the brand that has developed to 30 years can be said to be the forerunner on the road of China's clothing brand building. These pioneers, through 30 years' efforts, have basically achieved good results in terms of enterprise scale, brand positioning, brand style, popularity, reputation and consumer loyalty, and have entered a relatively stable and steady growth stage.

They are more than others.

But at the same time, the brand of 30 years also has a relative disadvantage.

Because of its relative stability and large scale, the brand has more or less difficulties in such aspects as style improvement, product innovation and so on. Although they have more strength to do these things, because their mechanism is more standard and rigorous than that of young brands, they are not as fast as small businesses and young enterprises.

Just as pizza hut introduces several new menus to advertise all over the world, the roadside restaurants can replace different dishes every day. For the brand that has gone through 30 years, the new change will be very difficult, because once it is changed, it must be changed.

That is to say, they are more tolerant to failure and less tolerant to failure.

They are more able to withstand failure, but on the other hand, they should be cautious in their new attempt, because the mechanism of enterprises is like this, to ensure that enterprises can spiral up.

Now, the topic of clothing enterprises listing is very hot. Some hot money is also increasingly willing to invest in the consumer goods industry, such as clothing.

Therefore, many people regard listing as a sign of measuring enterprises.

Of course, listing means that business management is more pparent, socialized and standardized. It also means that enterprises have more resources integration capabilities, and at least the ability to integrate funds is available.

However, 30 is not a standard to measure whether an enterprise should be listed.

Some companies may be listed in less than 10 years, while others may not be listed in forty or fifty years.

Whether the listing should be based on the development of each brand depends on the different needs of the brand itself.

Therefore, the length of the establishment of the brand is not necessarily related to the listing.

If a brand has gone through 30 years to become a century old brand, what kinds of characteristics should it possess? Or, what common characteristics and potentials can enterprises have in the past hundred years? Then, first of all, they must be internationalized enterprises, including international industrial chain integration capability, international vision and international resource allocation ability, and international development strategy.

Louis Weedon, Zegna, Nike and Adidas, both luxury brands and popular brands, have strong global resource allocation capabilities no matter how different their business models and product characteristics are.

In addition, there is also a strong ability to use technology and information technology.

Why do you learn ZARA? Because it has the best logistics distribution system and quick response system in the world, and its rapid response ability can be seen from its logistics system.

Of course, in the course of a hundred years, the clothing brand will also encounter many practical problems.

For example, the shortage of labor nowadays is a very difficult problem for enterprises.

Another example is the accumulation of talents and so on.

In short, the clothing industry is a fully market-oriented industry. There is no backward industry, no profit margins must be high, only do bad enterprises and brands.