A Lie In Breaking The Price Of Brand Clothing

Introduction

1. I and three or four clothing colleges and universities professors at the Shanghai Pudong Airport, a hospital saw a lingerie businessman, greeted.

I said to the professors that her windbreaker is very quality and must be an international brand. The professors asked, "what brand is your windbreaker, miss?", a lady who opened her skirt is Armani.

They asked me, "why do you know it's a big card?" I said, "one is China."

2. a fashion designer comes to my home. I say your coat is simple, good-looking and very good quality. First look is Miu Miu, Italy.

enlightenment

1. their high price is the ultimate pursuit of brand value from beginning to end.

2. their high price is the value of tens or even hundreds of years.

3. their high prices are honest.

4. their high price is based on the quality of reality, science and art.

It is said that at the end of the national garment conference recently, industry leaders said that our export garments had no pricing power to speak, only to earn low processing fees, while domestic clothing sold more and more expensive.

The question has aroused widespread concern and discussion in the industry and industry.

I do not want to say the background and the reasons, only to talk about facts and phenomena.

Such as red heart, turbot, Hainan poison cowpea, Qingdao poison leek, gutter oil, three cyanogen chloride milk powder, lean meat ham sausage and other food safety; gas explosion, mine accident, traffic accident, fire, Qi Er medicine incident and other major catastrophic accidents; academic corruption, buying official selling, false ball black whistle, judicial corruption, large area corruption, almost all the pollution, Xiaoyue Yue incident, collusion of real estate market and other people's hearts, humanity and integrity.

From the nature of its occurrence, there are no lies and deceit.

Let's talk about clothes.

Just now, in the big environment, clothing is certainly not out there.

Clothes and lies do not directly endanger life, so there is an illusion that the industry is safe and sound.

Domestic clothing has just started, the market is scarce, and any clothing can be sold as long as it has.

I saw with my own eyes the queues of cars entering the suit at the gate of Shanshan factory, waiting for people to stay in hotels.

As a result, a large number of garment operators and regions have won their profits, which makes people think that clothing is made and sold like this.

A large number of lawless people mingled with the industry, black heart cotton, chicken feather as duck down, imitation wool filling all wool, imitation linen, real disguise, camouflage international brand.

And self confessed higher grade is also "upscale", a lot of deaths; many of the "brands" that survive are "high-end" in terms of "concept", "story" and high price.

Brand is culture and become common sense.

In the early days, a "big name" leader said that "brand is telling stories", so he thought he was a brand and then made up stories.

A woman boss disguised as a Hongkong brand menswear told me to shorten the brand story. I said, "is the history of your brand's Hongkong boss in the UK true?"

I refuse to say, "do you deceive the consumer, do I cheat you?" a famous woman dress has spared no effort to publicize the brand culture.

But the internal staff's speech is clamped down, the design manager carries on the oppressive management, the staff treatment and the company income do not match.

Another famous woman dress says that she has the right to speak fashion, and claims that it will affect art. A famous casual dress is a new high-end leisure brand, which is not expensive, but the result is not satisfactory.

Another idea is to make culture.

I don't believe it will happen.

How many brands does the clothing group claim to "create" in a few years?

Mr. Yu Guangzhong once said humorously, "everything in the world is busy, but culture is idle."

Speaking of "trust", a professor of sociology at Peking University said that it is one thousand years for a nation to establish "trust". The university students on the stage asked: "we have no trust, and how many years of reconstruction will it take for you to decide?" he said, "it's hard to answer! Wait till your generation has passed!"

I am revising the outline of clothing science and have interviewed many business owners. One of them will ask: "what is the value of the brand?" the answer I got was almost satisfactory and accurate.

I dare not tell the truth!

For everyone, I have to tell the truth (disagree): the values of bosses' hearts are one or two, three - money, money, and Renminbi!

Better now, want to do culture, want to do values.

But it is still a word - anxious! What is value? The most simple and easy definition of value is the "heart's rudder" of a country, a nation, a brand and a person. It is the ultimate pursuit of life.

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viewpoint

First, the price in the market

How much power do you have, real good things, good quality, and price.

When someone sells, somebody must buy it.

But it must be an honest price, a price for the welfare of the Chinese people.

"The international brand is ten times higher than ours, or even higher. We can recognize that, but hundreds of thousands of times, it is shameless!"

Two, find the right learning objects.

Most brands should still learn from Japan's UNIQLO, which is the Oriental Group. (I think ZARA and H&M can be used for reference, but their prices are somewhat fraudulent). UNIQLO is the core brand of Japan's fast marketing (FAST RETAILING) group, ranking the forefront of the global apparel retailing industry.

Adhere to the modern, simple, natural, high quality and "joker" concept of goods to consumers around the world.

I particularly admire the idea of fashion, quality, cheapness and versatile.

His performance in physical stores and online shopping is amazing.

As a result, our business philosophy is good, sincere, sincere, will naturally form a healthy, reasonable, correct values, so that we can rest assured and slowly to implement the brand development plan.

Three, start over and repair cylinders.

A part of truly enterprising Chinese clothing entrepreneurs should have the ideal of "moving forward from the beginning to the next" and make the brand with international value and fashion based on Chinese culture.

Another part of entrepreneurs can take away the fake, not from the heart of the brand "culture, positioning, thinking" and so on, step by step to clean up the dirty.

Only in this way can we take Chinese culture and values as genes, take price advantage and quality advantage as our fist, and build up our "clothing the Great Wall" with values and use value as the vanguard.

First, we must resolutely advance and protect the middle and low market with value brand and excellent quality, and then encroach on high-end and international markets.

In this process, we will cultivate strong clothing brands and talent groups that are divided into high schools, low grades and various levels.