2011 China Clothing Chief Brand News Survey List Unveiled

　　 CHIC2011 The theme is "discovery". For CHIC2011, we may find some new ones. brand The new trend of next season and the new trend of the next 2 years... And for the whole Chinese garment industry, we have already had too much practice. Now we have come to discover the new things and laws of the whole industry, and then complete the transformation and upgrading of the whole industry. These laws are more embedded in the leader of a particular field. Therefore, the theme is "finding the king".

We found that one field, one style, one pattern, and ultimately the success of the pattern is only about 10, and can be remembered and word-of-mouth one or two or two or three. For example, sports goods Nike and Adi, Dior and women's wear. Chanel Men's Zegna and Armani, high street brand ZARA and H&M... A small number of brands occupy most of the market share, which is the truth of the whole industry - the king effect, you have to be a certain field of the king, that field can be luxury, women's clothing, men's clothing, cashmere, underwear and so on, that field can also be strategic, technical, stylistic, marketing level, in short, you must be the chief brand in a certain field, you must have your core value.

Find classic leaders

What is classics? Classics refer to the classic, authoritative and enduring works of the world. For the clothing industry, the classics should be the most valuable ones that have been selected through history; the most representative of the essence of the industry; the most perfect works.

Therefore, the classic leaders of Chinese clothing industry must have historical imprint, and even make consumers more addicted to the history of the brand than the desire for fashion. Chinese clothing has a long history, and the history of Chinese clothing is very short. Therefore, when it comes to the classic brand of Chinese clothing, people always have something to do with it. Some people came to the conclusion that Chinese clothing is only exquisite, not classic.

However, we still have some historical imprints that can not be erased. For example, there is a 78 year old time-honored brand "Pei Luo Meng", such as the red capital which has been tailored for many national leaders. For example, there is a silk Queen's reputation in women's clothing, such as white-collar workers with strong new women's imprints after the reform and opening up. Can they be called the classic brand of Chinese clothing? And what kind of Rejuvenation or revival of these brands will become the chief brand of Chinese clothing classics? Of course, it is not necessarily a good thing to spend more time training for those lost classic brands.

Finding fashion leaders

If the classics belong to the past, the attributes of fashion are more representative of the present and future. To be more precise, fashion is the front edge of the present and the trend of the future. In China's clothing circles, there is a lot of controversy about fashion. People like this word, but no one can give it an exact concept and a clear definition. Therefore, the example power of Chinese fashion leaders is particularly important. Sometimes, a specific image is much easier to understand than vague descriptions.

The fashion leaders of Chinese fashion brands must be those who are committed to creating new trends. At the same time, the trend they create must keep pace with the times. For example: the Chinese men's wear field has always been in the forefront of the fashion profile of Wenzhou men's clothing brand, the good news birds, such as the peach colored men who are good at emotional marketing, Notting Hill, and the Northern Power brand named Di Wei, who is popular with young women in the field of Chinese women's clothing, and the Shenzhen rose, which is supported by a strong capital. No doubt, becoming a leader of fashion brand is directly related to whether there is a swarm of consumers. However, whether or not it has the creativity of sustainable development will become the first criterion for measuring fashion leaders.

Discover luxury leaders

It is necessary to make enough preparations for the luxury brand in China's clothing industry, because you have to face two kinds of people at the same time: the first one is the luxury control of those who blindly worship foreign luxury giants. They will look at you very coldly: "the luxury brand in China will be mentioned again in 100 years". The second kind of people are those social simple people who sneer at luxury goods. They will be very arrogant and say, "China has always advocated frugality. Only weak people need luxuries to prove their identity." However, the rapid development of China's economy, the rapid rise of the Chinese rich class, the long history of China's luxury culture and the indisputability of China's luxury goods consumption countries have lit up the green light for China's luxury brands over and over again.

"NE tiger (northeast tiger)" is known as the first Chinese luxury brand by the media. Other brands also try to walk along the edge of the ball, such as Dalian's "new luxury" put forward by "sifan", and some designer brand's attempt to make high-end custom fashions. There is also a quiet brand, "Shanghai". After being bought by the international luxury giant, Chinese consumers knew that we also had the internal factors that could become luxury brands. Who can become the leader of China's luxury brand? Few brands need to be chosen, but the choice is very difficult.

Discover cultural leaders

Chinese culture is something that Chinese clothing brands can show off especially. Many ancient civilizations in history are no longer complete. Egyptian civilization, Babylon civilization, Persian civilization and so on have all experienced disasters, but Chinese civilization is still worth the pride of Chinese people. However, because the culture has been faulting, let us have a treasure, but do not know how to dig. Fashion brands either go out in history or fail to recognize culture.

The new generation of clothing entrepreneurs are very clear: who can first put the Chinese culture in the brand perfectly, who will first have the right to speak on the world fashion stage. In any case, we have seen the efforts of enterprisers to go forward, and the most representative ones are: the "Chinese collar", which is grabbed by the "Qipai" men's clothing, has made the brand have a distinct Chinese symbol; and the "dragon culture" of "Prince dragon" has more Chinese shadow than the wolf culture once. The exploration of the core level of Chinese culture has become a common topic before them.

Discover technology leaders

There is a mysterious index in the field of Chinese clothing technology. With the end of twentieth Century, technology seems to have seen unprecedented treatment in the field of fashion. People began to study the role of core technology in a brand.

In the "12th Five-Year plan" of China's textile industry, science and technology account for a large proportion. In the list of long technology projects, most of them are concentrated on the upper reaches of clothing, and the success of evaluating a technology is mostly concentrated on the terminal. As a result, we see cases from upstream to downstream of the industrial chain, such as sunshine group. Their clothing brand SUNSHINE is the best carrier for hi-tech fabrics. There are also cases of upstream control from the terminal, such as the hemp industry of YOUNGOR group. Sometimes, what we lack is not the ability to create new technologies, but the ability to turn a new technology to the terminal.

Facts have proved that many technological innovations may be separated for a long time between invention and influence. Only when a technology is formed, improved and meets the needs of the public, will it succeed in a short time.

Discovering strategic leaders

China's clothing strategic transformation now faces three main modes: one is to transform from export to domestic sales, the other is internal and external marketing; one is to extend from upstream to downstream, the other is to extend industrial chain; the other is upgrading from processing to brand, and brand value reengineering. At present, these strategic transformations have been further attempted and run in, with few successful samples.

However, there are still some brands to be commended. Renault brand has developed from the cotton spinning field to the garment industry, and has now developed into a distinctive Chinese menswear brand. "Shun Mei" is a model of China's men's wear brand, and has been trying to do both inside and outside the market for many years. The first success of that strategy will become a research sample for the future development of China's garment industry.

Discovery marketing leader

To be a marketing leader of Chinese clothing brand, it must be a brand with high comprehensive quality. Because the scope of marketing is too broad.

Fashion marketing, compared with other types of marketing, has unique charm and mystery, and has become a winning weapon for fashion brands. Sometimes, the innovation of a marketing mode is more profitable than the innovation of one style.

So, who can become the marketing leader of Chinese clothing brand? In a sense, it is a very competitive prize. It can be said that all brands have their own marketing behavior, but whose marketing is of greater value is difficult to judge. Here we regard the function that is first talked about in marketing is to cater for the needs that have not been met as the main criteria.

There are two brands that stand out. One brand is the male clothing of zunor. They pioneered a business model combining community stores with shopping malls. At the same time, it first proposed a life-long washing free after-sales service for a suit. Another brand is "Hai Lan's home". When Hai Lan group proposed to create the first high-end menswear brand in China, the market was not optimistic about it. When they put the clothing brand in the "men's Wardrobe" unique brand life experience museum marketing mode, the market opened up. {page_break}

Discover designer brand leaders

For a clothing brand, its soul character should be an entrepreneur or a designer? This problem not only intertwined the whole Chinese clothing field, but also even swung around the international fashion circle. This is a question that may change the answer at any time. Sometimes the power of the capital is slightly larger. The brand can continuously change the designer, but the brand style does not fall; sometimes the strength of the design is slightly dominant, so the master of a certain brand makes the brand go wild. It seems that the most perfect answer can only exist in the designer's brand, that is, the brand is created by the designer, or the designer owns the share and the voice right in it. So far, designer brand is the precondition for the fashion brand to go up fashion and the top of Pyramid is heavy. Armani, Chanel, Dior, Versace...

At present, the brand of Chinese fashion designers has begun to enter the "favorable opportunity" period from the "time" pioneers. Although they are still in the list of designer clothing brands, the key to Chinese clothing entering the high-end door is undoubtedly in their hands, and at this time, they lack more "human capital". Among the few successful fashion designer brands in China, there are two brands that are hard to distinguish. They are "Gefen" and "exception". They have a great future expansion space, and a unique label style. No matter who becomes the chief brand of Chinese fashion designer, it may be valid for only one year.

Discover high street leaders

High street (The High Street) is a city's main commercial and retail street. For example, Beijing's Xidan, Wangfujing, Shanghai's Huaihailu Road and Nanjing road are regarded as the "high street". As the name suggests, the high street brand refers to the representative brands of these main commercial and retail streets.

In fact, the high street brand is the earliest example of those shops in the main commercial streets of Britain, modeled on the fashion show displayed on T fashion show, which are quickly made into products sold so that everyone can buy them. Nowadays, chain stores that are popular in mass retail, price and location are all classified as High Street Fashion brand.

High street brand in recent years due to ZARA and H&M in China's Street building campaign to make consumers crazy, but also allow Chinese entrepreneurs to think. This field should be what we are best at. In addition to seeing the JEANSWEST cup casual wear competition in China's major cities, we also saw Metersbonwe's strong ME&CITY. Of course, today's high street brand is no longer a simple fast fashion concept because of the involvement of Carle Lagrange and other masters, but a representative of street taste. Their consumers can take a clear-cut stand. Those who wear luxury goods on the whole can only show you are very broad, but they do not mean you have taste.

When one or two brands in one field become a climates, it is often difficult for others to think beyond. More importantly, in the memory space of a certain field, the first place in the field often occupies most of the location, and some are even full.

China menswear classic brand nomination: Red Capital

Reasons for nomination: Inheriting classic Chinese tunic culture

In the 60s of last century, Hongdu, as a special unit specially designed for leaders of the party and state, did not open to the outside world, but began to let go in the market economy. It is a representative of the transformation from special units to market oriented enterprises. Hongdu clothing now serves both leaders and mass brands.

The British Independent newspaper has selected 10 sets of costumes that shocked the world, and Chinese tunic suits ranked first. Unfortunately, it is not so easy to find companies that have traditional Chinese tunic production technology in China.

Many clothes of the four generation leaders of new China are made up of Hongdu, and the Chinese tunic suit is the favorite of many leaders. Hongdu has "powerful" tunic production technology.

The "red capital", which combines advanced garments, group clothes and tailoring, has the reputation of "royal clothing". Its predecessor "Hongbang tailor" has a history of more than 120 years. After more than 50 years of accumulation, its classic clothing quality has been deeply loved by the central leadership, political leaders and celebrities at home and abroad.

After more than 50 years of baptism of wind and rain, Hongdu adheres to the traditional exquisite workmanship, and pursues innovation in design, plate, process and fabric, and has a well-trained and strong professional design and production force.

Hongdu has 18 intermediate garment technicians and senior clothing technicians, and has won many awards in competitions, and has won the national "51" labor medal and the "54" medal.

The traditional, classic and thick Hongdu brand has created a unique theme of advanced customization.

The classic brand of Chinese men's wear: Red Capital

Reasons for winning: perfect integration of classics and innovation, precise positioning

Hongdu insists on the style of handicraft products with advanced customization, and does not pursue the fancy design. It satisfies the needs of the consumer groups in the name of "classics" and combines the innovative styles of science and technology.

The red capital has strict inheritance features. It used to be a manual tailoring master for Gao Liming and Li Kai, such as Yan and Rui, and so on.

Although pay attention to the inheritance of handicraft production, innovation and development is a new weapon of red capital. After years of painstaking research, Hongdu and Shenzhen Technology Co., Ltd. jointly developed the first "video volume wear magic mirror" in China. The classic advanced garments customized products can now be used to refresh people's vision by means of technology. The science and technology volume instrument plus the classic handed handicraft production, striving for one to one platinum service, is the interpretation of Hongdu to the classics.

China menswear classic brand nomination:

Reasons for nomination: Intangible Cultural Heritage in Shanghai

Pei Luo Meng was built in 1928, represented by suits and overcoats. Xu Dachang, the founder of the company, hired high tech masters, such as Wang Afu, Shen Xue Hai, Bao Gonghai and Zhuang Zhilong, who were known as the "four famous denier" of Shanghai's western-style clothes industry at the time, and were equipped with first-class technicians to make the elite of ELO mono gathered.

After several generations of unremitting efforts, Pei Luo Meng has become a shining star in Chinese suit industry. It mainly trades in men's suits, materials, and materials, and sells garments for sale. The main suppliers are high level consumers in China, overseas Chinese, foreign guests, and overseas personnel. It has fashionable suits, hunting suits, knights breeches, polf pants, tuxedo, wedding dresses, etc.

As an old brand enterprise, like many old brands, its success depends on its unique skills. His unique skills are tailor-made, tailored to the customers' physique and personality requirements, especially the customers of special shapes. As long as the tailor's volume is customized, people's physical defects can be concealed and corrected to achieve a beautiful and decent effect. It is learnt that the other unique skill of Mr. Pei Luo Meng is to make all kinds of special gowns. This almost lost skill has been inherited and developed by him. The characteristics of the technology have strict process standards and operating procedures, exquisite workmanship, amazing.

In April 2007, the production technology of western style clothing made by Shanghai's Rome Meng suit was listed as the first batch of Huangpu regional intangible cultural heritage list.

Lost brand:

Inadequacy: lack of rejuvenation power

Under the fierce competition of many large-scale menswear brands in China, the company's core strengths have become increasingly unclear.

How to innovate the time-honored brand has become an arduous task before it. In the "Cultural Revolution", he was once renamed "Chinese clothing store", and the custom tailored business was shrinking dramatically.

After 1980s, influenced by the market, he became a member of the garment industry, but the reality was that his performance was mediocre.

Some people think that "the way of advanced custom clothes does not mean returning to the tailor shop in the past." Handicraft is important, but design, marketing and service are equally important.

The road of rejuvenation is a long way to go.