Where Did Domestic Clothes Go?

Popular Zhongqing and various shopping malls

Domestic brand

"The brand we are talking about today does not only include the brand that China designs and produces, but also includes some foreign brands produced in China, overseas registered brands and some joint venture brands.

If the Chinese brand is only defined as Chinese original, and property rights belong to all Chinese brands, then the proportion will also be.

Domestic brands are among the "old brand" stores.

In order to understand the entry status of domestic brands, the reporters went to several large department stores in Beijing for field visits, and found that most of the domestic brands were in the old shopping malls. For example, the three layers of cashmere stores in the Xidan shopping center were all made in China, including famous cashmere brands, snow lotus cashmere, and rare cashmere.

Clothing is also mostly made in China, such as men's wear, men's clothing, etc.

In the interview, reporters also found that when some domestic brands enter high-end shopping malls, they often use English names as brand names.

At the 2 tier Red Dragonfly store in the national Ruicheng shopping center, the reporter found that besides shopping environment

A person in charge of Zhuang Sheng Guang Guang Department said that the proportion of domestic brands in the shop is not large, and the high-end products such as luggage, cosmetics and outdoor products are mainly foreign brands, and the proportion of fashion clothing, sports clothing and home accessories is less than half of the total brand.

Marketing barriers

Weak sense of innovation and marketing leads to "backward and beaten"

In recent years, some large shopping malls in Beijing, Shanghai, Guangzhou and other cities are mainly focusing on foreign brands when they enter the brand. Many domestic brands have rarely been seen in large shopping malls, especially high-end shopping malls.

Many domestic brands choose to open their own stores instead of entering department stores because of the high threshold of department stores.

Fan Yanru, Deputy Secretary General of the Chinese Department Store Association, said that the sales of domestic brands in department stores are relatively small, and the situation is not optimistic.

This is mainly because domestic brands are still dominated by mid-range products and low-grade products. Many domestic brands have low positioning and relatively inexpensive prices.

Fan Yanru said, compared with foreign brands, domestic brands first have a certain gap in the sense of innovation, less emphasis on brand history and cultural connotations; secondly, there is no effective marketing strategy.

Although many domestic brands have been innovating after decades of efforts, there is still no chance to enter large department stores. The development of Chinese brands has not yet reached the level of smooth road in the Chinese market.

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Hong Tao, a professor at the school of economics, Beijing Technology and Business University, said that many first tier cities want to build an international metropolis. The development of shopping malls is very fast. Foreign brands are easy to get tickets for high-end shopping centers because of their fashionable style, high quality and strong foundation. Many large department stores have green lights on foreign brands. They do not receive entry fees, but also help decorate and provide many conveniences. On the contrary, many domestic brands have to pay large entry fees for large department stores.

Development proposals

Improve brand awareness

Nowadays, the homogenization of brands in shopping malls is serious. People call for brands with their own design characteristics.

When consumers choose brands and products, they choose not only the functionality of products, but also the design concepts and cultural connotations of products, which requires Chinese brands to strive to get out of their own design.

Xia Hua, chairman of Beijing Yiwen group, believes that the Chinese brand was born under the unique cultural background of China. All its design and production objects are all the consumer groups in China. The most effective consumers are those influential Chinese brands in the Chinese market.

Chinese brands have also shortened the gap in recent years. Many domestic brands, including Yi Wen, have achieved an international team with good independent innovation design and Chinese fashion attitude.

The important step for Chinese brands to go out is to really do marketing.

China has always been a nation with its own history and story. We can fully carry forward the brand with its own history.

Meeting the needs of consumers is the primary mission of the brand. The most important thing is to know what Chinese consumers need most.

As to how domestic brands go global, Xia Hua said that the significance of internationalization is not just to open stores abroad, but to have their own raw materials, suppliers and processors all over the world, to choose the available resources and raw materials in a larger scope of the world, to have international design and creative teams, to have the best suppliers, and to integrate the global supply chain.

To promote the growth and growth of Chinese brands, the most important thing is to raise brand awareness and provide market opportunities for brand development. Shopping mall department stores are the most important business platform for spreading brand culture and gaining brand market value.

Fan Yanru, Deputy Secretary General of the Chinese Department Store Association, said: "publicity and support for Chinese brands require shopping malls to provide opportunities for Chinese brands.

Consumers do not know where to buy when they do not enter the store.

In recent years, we have found that some excellent Chinese brands can not enter the shopping mall. Some of the shopping malls are brand names of Wenzhou and Dongguan. They will not be introduced at all.

Therefore, the association has been trying to provide equal opportunities for Chinese brands. "

Hong Tao, a professor at the school of economics, Beijing Technology and Business University, said that trade associations should give some support to China's department stores, including policies and guidance.

To promote the development of Chinese brands, it is necessary for the government to support. As a long-term circulation enterprise, shopping malls must pay a certain cost when serving local products as channels. The state can make corresponding compensation in the process of their service, and the government's financial support will play a guiding role.