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

2011/11/14 17:14:00 29

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The Most Lack Of Brand Thinking In Clothing Industry

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.

However, the Chinese garment 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.

Regardless of the trend, the rate of renewal is high.

Fashion ladies

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.

Reporter in

Beijing

Many families

Shopping

Central and department stores have found that foreign brands are firmly occupied by gold stores, and turnover is far ahead of domestic brands.

"Like Chanel and LV.

Major suit

It is not only a hundred years of experience, 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 cultivate their clothing brands? Duyu Zhou said: clothing manufacturers should change their business philosophy and focus on improving product quality and service means.

brand

The core competitiveness, from cultural sense, national feeling, historical sense, fashion sense, and other aspects to create brand value, and truly establish brand cultural self-confidence, can win more consumers' favor and trust, and 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."