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The Most Lack Of Brand Thinking In China'S Clothing Industry

2011/11/14 13:28:00 20

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On October 21st ~22, China's first clothing conference opened in Beijing. Du Yuzhou, President of China Fashion Association, said at the conference: China

Garment industry

The goal of changing from "big" to "strong" has gone through 10 years.

However, the Chinese garment industry is still "big" but not strong.

China Apparel Association

Full time vice president Feng Dehu took the Shengzhou tie as an example: "the necktie made by Shengzhou accounts for 50% of the international share, but the price of each tie is only 1.61 dollars, so the market share can only be called the share of the market, rather than the market share, because our one hundred ties may not be able to earn the money of someone else's tie."

There is indeed an embarrassing situation in China's apparel industry.

Whether it's fashionable or refresh, it's fashionable.

Women's wear

Or selling business men's clothing with a longer cycle and less design changes, the sales of foreign brands have a larger advantage, and the domestic brands of the same category are relatively cold treated.

Reporters in Beijing shopping centers, department stores found that foreign brands firmly occupy the golden berth, turnover is also far ahead of domestic brands.

"Big names like Chanel and LV have experienced not only a century of accumulation, but also a solid step forward on the road of brand management."

Du Yuzhou said: the cultural value of a brand should exceed its physical value.

Because of the improvement of technological level, people's knowledge growth and physical value will be lower and lower, and the proportion of cultural value will be higher and higher.

Experts believe that China's clothing industry is now lack of technology, but a brand building habit of thinking.

Machinery, raw materials and even the entire production line can be bought, and can be learned and imitated, but the brand can not be obtained simply by imitation.

How do domestic enterprises develop their clothing brand? Du Yu Zhou said: clothing manufacturers should pform their business philosophy, focus on improving their brand core competitiveness from product quality and service means, and create brand value from cultural, ethnic, historical and fashion sense. In order to win more consumers' favor and trust, they can gain more commercial value and social value.

"Leaving corporate culture to talk about brand culture is one-sided, brand culture can not be divorced from corporate culture."

Zhang Rongming, general manager of Beijing Ermu Underwear Co., Ltd., said: "corporate culture is for employees. For the whole company, brand culture is facing customers, aiming at products and markets."