Making Brands Such As Slow Fire Soup - Women'S Clothing Industry: The Status Is Improved, The Gap Is Still Obvious.

2010, for Chinese clothing, China

After thirty years of development, Chinese women's clothing has made remarkable achievements, and some personality has emerged.

A sense of shame is almost courage.

Only if we know that we are lagging behind can we make progress.

Brand is not empty concept, it has rich connotation.

Including quality, including pairs.

Brand is an attitude.

Gratifying results

The status of Chinese women's wear brands has improved in the domestic market, but the gap is still obvious.

According to the data from the China National Business Information Center, sales of major shopping malls in six markets in North China, Northeast China, East China, Central South, southwest and Northwest China were sold in November 2010.

Data show that the top two market share is still "ONLY" and "VERO MODA" two foreign brands.

Several other Chinese brands, such as brother, white collar, nine posture, Ya Ying, and Song Li Si, can occupy a certain position, but there is still a certain gap compared to these two strong European brands.

"Of course, compared with the previous three years, the top 100 foreign brands occupy a favorable position in 2009."

Wang Yao, Deputy Secretary General of China Federation of Commerce, said.

Experts in the industry estimate that the annual sales volume of the elder brother has exceeded the 10 billion yuan mark.

However, compared to the GAP of $14 billion 100 million and ZARA of $13 billion 300 million in 2010, the growth of local brands is still very large.

The advantages of GAP and ZARA are, on the one hand, "men and women take everything". On the other hand, they are globally distributed.

This is also the reason why domestic brands can not compete with them for the time being.

Identify clearly

There is a strange phenomenon: when you walk into a shopping mall and come to the women's clothing area, you will see some specious foreign names.

This kind of "foreign" brand is obvious to the discerning eye.

Of course, there are many brands, such as "Jiangnan cloth", "sound rain bamboo", "brother", "ingenuity", "five winds and horses" and so on. Wherever they are, they show their Chinese lineage in a big way.

Here, we do not evaluate the advantages and disadvantages of this approach, but we can see that the "origin" complex of Chinese brands is entangled.

When it comes to China's dress culture, some experts and scholars are moving out of China's 5000 years of civilization.

Such a practice is ridiculous. If we move like this, do we have to move out of Greece, Rome and even the ancient Egyptian civilization, or Fu Xi, Shennong and Nuwa?

After all, in today's industrial civilization and even the information age, we can't go to work in the Han costume Tang suit and go to the fields.

In terms of modern clothing culture, we are lagging behind. This is an indisputable fact and there is nothing to be ashamed of.

"A sense of shame is almost courage," which is not a shame, but an objective existence.

It is said that women earn money well, so whether they are in the international market or in the domestic market, women's clothing brands are the largest group in the clothing industry.

After nearly thirty years of baptism, the Chinese garment industry has gone through a pioneering stage, and the rise of some designer brands has injected a strong stimulant for the development of advanced garments and Chinese women's wear brands.

But why don't Chinese women wear the world's top brands?

The answer is that the precipitation of Chinese women's clothing is not enough.

Therefore, Chinese women's clothing needs to be clear about two positions.

The first is the positioning of Chinese women's clothing in the layout of the world's women's clothing, and the two is the positioning of its own brand in the Chinese market.

In today's globalisation, top brands have been historically positioned, from France, Italy, Louis Weedon, Chanel, Prada, Armani, Versace, after decades of baptism.

Dior...

Next came the brands of the United States and Japan from 60s and 70s twentieth Century.

Then came the fast brand that came from "fast fashion" in recent years.

They sell their products all over the world by virtue of their own advantages.

Chinese women's clothing can take these as templates, but it can only be partially copied and can not be copied all over.

The advantage of Chinese women's clothing is that they are born and grown up. In the face of Chinese consumers, we naturally have the right to speak.

Insight into opportunities

The lack of quality brands in Chinese women's clothing is reflected in the Chinese women's clothing enterprises, which is the lack of awareness of the operation of luxury brands, that is, ideas and ideas.

Domestic enterprises tend to focus on the short term and lack of cultural support for cultivating top brands.

They are unwilling to invest in the money, time and energy needed to build a brand. They aspire to quick returns, so their prospects are local rather than international.

When an entrepreneur does not have a strategic vision and lacks a strong understanding of the concept and connotation of the brand, most of the high priced products he produces will become a foil for the general products.

It can be said that ideas and concepts determine the future path of China's clothing brand.

Only by changing the ideas and concepts and seriously examining the importance of the brand, can the Chinese women's dress be changed without the luxury brand.

Just as fickle is the prerogative of women. In the women's clothing industry, there are various ways of thinking, which can be eaten and choosy. No matter how extreme the practice is, we can give successful examples.

The key is how to seize opportunities.

Yang Dayun, President of UTA Fashion Management Group, said: "the spring of China's clothing industry is far from coming. Many of the first generation entrepreneurs may not see this spring."

This may be a bit discouraging, but we can understand it in a positive way. As Buffett said, "if you hear the robins spring, it will soon be over."

Entrepreneurs should understand the opportunities.

Soft fire

Xia Guoxin, chairman of the company, thinks that the formation of a clothing brand takes time to accumulate. Most famous brands abroad have been accumulated for decades or even hundreds of years.

One important experience of song's brand is sticking to it.

Brand operators must set a goal for the development of brands, and this goal must make themselves more and more excited.

With such a goal, entrepreneurs will continue to work hard and persist in resisting all kinds of temptations.

Xia Guoxin's goal is to open the ELLASSAY store to Champs Elysees street one day in the future.

Luxury brands often have a sense of history. The spirit contained in them and the rich stories in the process of product creation have injected strong cultural factors into luxury goods, and cultural deposits are essential elements of luxury goods.

From a consumer's perspective, a brand can create dreams and tell stories, so that customers can have good dreams associated with them.

For example, lovers want to have Tiffany diamond ring. Successful men want to wear Rolex watches.

Luxury is not just price, but spirit.

It is a symbol of identity and a symbol of nobility.

People who have the ability to consume tend to pay more attention to spiritual resonance.

Xia Guoxin believes that the brand can be divided into six levels: quality level, packaging level, temperament level, temperament level, social level, love level.

The higher the level, the greater the brand value to the consumers, the higher the loyalty of the consumers, and the greater the brand income that the operators get.

The history of the development of the luxury brand of International Women's clothing is mostly brand specialization, which brings the characteristics of the brand to the extreme. For example, the "Paris family" has always been skilled in tailoring and sewing, and the oblique cutting is also a good skill. The mobile line emphasizes the human body's special sexy parts. The structure always insists on the width and fit between the garments, and the clothes are comfortable and the body is more beautiful.

The "Ba Li Shi Jia" clothing skillfully uses the human illusion, the waist belt strategically puts down a bit, or refers it to the rib, above or even can hide in the tight fitting clothing wonderfully, causes the body to look perfect.

The fashion of "baritone" is regarded as a revolutionary trend leader. Many celebrities nominated in the fashion of Paris.

Excellent brand quality can be directly expressed by appearance, providing visual "visible value".

The overall strength of Chinese women's clothing is relatively weak, which is one of the main bottlenecks for Chinese women's clothing industry to make breakthroughs.

Designers are the soul of women's clothing. Women's clothing has the characteristics of novel design, high timeliness, short cycle and fast change. This will inevitably require enterprises to have strong design power and strain the market.

"Making a brand is like a slow fire soup!" Xia Guo said.