How Do Chinese Clothing Enterprises Grow Up?

At the beginning, we saw the rapid development of China's garment industry, and saw the rapid rise of China's local clothing brands. However, the development of China's clothing brand for 30 years has not really grown up like other dominant industries, and is still in the "puberty" growing up against the wind.

Most of the garment enterprises regard "building world-class brands" as slogans, but 30 years later, China rarely has "international first line" brand.

Is the development direction of the Chinese clothing brand wrong? Li Wei, the famous brand marketing consultant, points out that the most fundamental reason is to worship the wrong master.

To be more precise, the clothing brand does not take into account the market reality and positioning.

These classic luxury brands such as Dior, Gucci and Armani have been highly sought after in the Chinese clothing industry. Their history, culture and dynamics have attracted people's attention. Every show has attracted much attention, and many operators have taken them as the objects of their own brands.

Then, who is the master of Chinese fashion brands? Listen to what Li Wei says.

Which future is likely to shrink?

The white paper on brand management of Chinese enterprises shows that 69% of SMEs with annual sales less than 500 million yuan do not have the basic brand positioning, and 86% of enterprises do not have a complete brand planning.

Although 90% of enterprises believe that brand is important to their industry competition, such data is a warning to clothing enterprises.

Lack of core competitiveness of the brand.

If we classify the brand into product driven, brand driven, channel driven and mode driven, many Chinese clothing brands can not distinguish their core driving force, or think they are the core driving force, but they are not outstanding.

Lack of research on business models has not resulted in systematic differentiation.

There have been many successful cases in the innovation of models, and excellent brands must have their own secrets in marketing mode, management mode and capital operation.

Lack of terminal control.

Terminal is king in retail era.

But many clothing brands have not formed brand pairs.

Lack of proprietary technology or design competitiveness.

Many enterprises seem to be able to produce excellent products through production, but they rely on technical standards and designs provided by OEM orders for years. Some even live on copy editing for years. Although the output value is very large, they are already "large factories", but they are still weak.

It is foreseeable that in the future market competition, brands that meet the above requirements will encounter great crises.

Such brands are easy to identify.

In the ordinary shopping malls of second tier cities, they have "thousand cards and one side". They have been operating for many years without accumulating intangible assets such as brand value and loyal consumer groups, and are still relying on the popularity of shopping malls to form natural sales.

In the wholesale clothing market, many of them are also "brand". They also belong to the above characteristics. Although there are star endorsements, there are large advertisements that are set up inside and outside the wholesale market, but the brand does not add value to the products, and there is not much difference from that without brands.

More importantly, the middle and low grade products failed to find the most suitable business model for such products.

Opening up professional clothing newspapers or websites, there are many "investment advertisements" in every year.

The vitality of a brand has nothing to do with "high-end, low-end", not that low-end products will not be competitive.

Some popular and low price clothing brands have also become well-known brands, and have a sound system and bright prospects.

The above mentioned brands are not on the "low end", but on the weakness of brand building and competitiveness and no impetus for further development.

The biggest advantage of China's market is the huge diversity of consumer groups and consumption levels. These two characteristics enable some brands to support even a few years or even decades, even with a single approach and lack of system.

But with the overall upgrading of China's clothing brand, the consumer and consumer market will also rise, and their living space will become more and more difficult under the ebb tide.

In the current financial crisis, these brands have already tasted the bitter end of "blocking before, then pursuing troops".

Which tomorrow is still brilliant {page_break}

In the past 30 years, the brand of Chinese clothing has been rising and floating.

The emerging brand with Chinese culture as its brand will become the star of international competition.

Because of the weakness of Chinese brand culture, many enterprises have abandoned their efforts in this respect.

However, Japanese and Korean clothing has given us a successful example. Their distinctive local style has become a new force that can not be ignored.

China's clothing brand culture also has such success stories.

The world's only international fashion brand named "Shanghai," which is named after Chinese names and is marked by Chinese, has made the East and West fashionable people go all the way. It has opened stores in 13 international metropolises all over the world.

The successful experience of "Shanghai" depends on the product style with strong Chinese characteristics. Secondly, it plays the role of an interpreter of Chinese culture, taking the history of China as the foundation.

Thus it can be seen that there is a gold mine that we neglect or give up in the culture of China.

At present, there are many enterprises in this regard, such as gifted men, men's clothing, and so on. In the future market, there will be a batch of clothing brands with Chinese cultural symbols, which will become a new strength in the international competition.

Designer brand will become a force that can not be ignored in the future.

Designer brand can be divided into three categories: brand named by designer; another name as brand core; brand led by designer.

Many famous international clothing brands began to emerge from designer brand.

The missing part of China's clothing industry is now making up missed lessons, and the momentum of development makes us believe that the future will become one of the mainstream of high-end clothing.

The reason for their success lies in the culture winning, the technology winning, the understanding of clothing culture, creativity is not limited by production, and the extension of commodity series is strong.

Such as Liang Zi, Tianyi, purple Ge, left bank and so on, have already been in the front row.

In the future, there will be more room for brands that are competitive in business mode and marketing mode.

The uniqueness of the business mode enables the brand to expand rapidly. In the future, the vitality of such enterprises is still strong. It is one of the representatives of it, and has formed its own unique business model from the imitation of Nike and other international brands.

And the innovation of marketing mode firmly grasped the last three meters of clothing brand marketing.

At present, the pattern of buying behavior of clothing has changed, and consumers have developed from "buying what clothes" and "buying brands" to "how to buy and how to buy". The success of terminal form innovation has emerged as a successful case of Hai Lan home, which has finally embarked on the fast track through several years of exploration.

Among them, the exclusive clothing brand of e-commerce has become an "online star" that can not be ignored.

The brand that pays attention to scientific and technological innovation will have stronger internal force in the future development.

The ultimate carrier of the brand is the product of innovation. The development and application of new technology, new technology and new materials with the core of consumer demand is the only way of "product driven" brand. The brand may not bring high added value immediately, but it can also go out of the brand way with Chinese characteristics through the enhancement of the added value of technology.

In this regard, many enterprises have been at the forefront. Anta, seven wolves, nine Mu Wang and other min faction enterprises have taken the lead in this regard, making good preparations for the follow-up development.

Li Wei, a brand marketing consultant, a research fellow of China market development research center and chief consultant of Shanghai Zhigu strategy marketing consultancy.