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Chinese Clothing Is Only "Big" Or "Strong" &Nbsp; The Most Lack Of Brand Thinking.

2011/11/14 14:56:00 17

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Clothing Is Most Short Of Brand Thinking.

On October 21st ~22, China's first clothing conference opened in Beijing. Du Yuzhou, President of the China clothing association, said at the meeting: "China's garment industry has changed from" big "to" strong "for 10 years.

But look at China now.

clothing

The industry is still "big" but not strong.

Feng Dehu, vice president of China Garment Association, took 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 market processing share, not 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

Clothing industry

What is missing is not technology, but a habit of thinking that shapes the brand.

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 cultivate their clothing brands? Duyu Zhou said: clothing manufacturers should pform their business philosophy and focus on improving their core competitiveness from the aspects of product quality and service means, from cultural sense, national sense, historical sense, etc.

fashion

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."