Chinese Footwear Industry Is Thinking About How The Brand Rises.

As we all know, China is a big consumer and producer country in shoes and clothing industry. MADEINCHINA's products are sold around the world. However, it is difficult to find the world's leading brands in the about 1700000 registered trademarks of the whole country.

When LV, CUCCI and other luxury brands and ZARA, H&M and other fast fashion brands hit the Chinese market, it undoubtedly increased the pressure on the development of Chinese shoes and clothing enterprises. How to brand the Chinese shoes and clothing brands has become a problem of the whole industry.

In the past 30 years of reform and opening up, China has become a "world factory" with the advantages of low cost of labor, environment and RMB, and its economic strength has improved rapidly.

Looking at the development of Japan, Germany, Korea and other countries, we can find that China's economic status and brand status are not commensurate. The biggest problem of pformation in the next 30 years must be brand.

A rising power must have its own shoes and clothing brand.

Footwear is the highest form of culture.

Now many people may wonder if China has this strength. LV claims to have made boxes for royalty from the time of Napoleon. These foreign luxury brands make Chinese people think that a brand needs at least a hundred years of history.

This point has been mentioned in the book "a commercial dream of Red Mansions". China is the world's largest luxury country, and it does not say that the silk has been popular all over the world from the Western Han Dynasty. During the Wei and Jin Dynasties, the clothing of the aristocratic men and women was imitated by the Japanese royal family. It has a far-reaching impact. The closer KangQian and Qianlong period is also a dream of Red Mansions. The products of Siam (Thailand) and Europe are also despised by the rich family of China. Eight countries invaded China, and the Chinese treasure is the wealth of China. The the Summer Palace, known as the garden of Wan Yuan, has lost all the treasures of the world.

It can be seen that China is not only the first luxury country, but also a big fashion country.

Closed door to modern China lagged behind the trend of world fashion. Reform and opening up aroused the Chinese people's pursuit of beauty and fashion.

There is always a tie in every man's cupboard. Every woman always wears less clothes during the season, and there is always a market in the shoe and clothing industry.

The essence of footwear industry is fashion. No matter when the enterprise starts, what scale it is now, it is committed to the fashion industry.

From the manufacturing industry to the fashion industry, shoe and garment enterprises can start from the following aspects:

First, the brand is younger.

Brand must always maintain communication with young consumers.

50% Lining, the consumer's 35-40 year old brand, carried out a campaign last year, replacing the brand LOGO, changing the advertising language to "MakeTheChange", with the appearance of the image of Lining after 90, focusing on design and fashion, and confronting Nike, Adidas and other international brands.

Two, become attached to art.

Not only is the enterprise, but the entrepreneur himself must change from "factory owner" to "artist".

Entrepreneurs should have an aesthetic taste of art. The founders of famous shoes and clothing brands in foreign countries are mostly the original designers of the brand. They design shoes and clothes to express their own ideas and ideas in person. From this level, they are actually artists.

{page_break}

Three, create fashion topics.

Fashion has always been closely related to stars.

On the international fashion week in Beijing, a shoe dress boss asked me how to become a fashion brand. I laughed and hurried to marry a female star.

Hongkong people Xing Liyuan (Huo Yuan) is originally a shoe and clothing manufacturer, acting Esprit brand.

Since he married Brigitte Lin, he has thrived and sold all over the world.

Because there is no need for spokesmen anymore. Brigitte Lin is the spokesman.

She appeared in public for many times in Esprit, making a free reality show for Esprit.

If they are old enough, let the rich two generation rush to the literary circles.

The size of love not only lets the south of the Yangtze River grow red in Taiwan, but also the advertising value of S. S.

Four, Western learning is the body and middle school is for use.

30 years ago, Pierre Cardin walked through the streets of Beijing wearing woolen coats. The Chinese regarded it as a weird costume and were criticized by the fashion industry as Outtime. Now China's fashion has gone to the Intime stage.

But many bosses have misunderstandings about fashion and have a special liking for Chinese elements. When it comes to building Chinese brands, they want to make Tang costumes.

China's national elements are naturally very popular, but Western-style clothes are still the mainstream of the world. Americans have proudly indicated that two McDonald's countries will not fight, and two countries wearing suits will not fight, which is known as the "suit index".

Five, marketing is king.

This is an era of speed determining success or failure. It is an era of information explosion. Traditional marketing methods can no longer solve sales problems as quickly and effectively as before. New media has become a new marketing star.

Micro-blog, SNS, group buying, e-commerce and other Internet marketing tools will become the focus of the future.

Six, learn to tell stories.

Cartier said he was "the jeweller's emperor, the emperor's jeweler". Tiffany asked Audrey Hepburn to take a breakfast of Tiffany, and LV's advertisements were all about travel.

Beijing Pangu Grand View (originally called Morgan Center), located near the bird nest and water cube, was almost demolished because of its lack of features. In order to preserve the buildings, the building was redesigned, and a soaring dragon stood proudly, and attracted much attention during the Olympic Games. This is precisely because it implied the legend of the Chinese dragon.

The subsequent sales also carried out a low cost marketing with the help of the story. On the Internet, it published a "Gates to Beijing to watch the Olympic Games and where to spend the night", which has aroused great concern. Bill Gate's expectation of neighbors has made the house run away and the power of story marketing can be seen.

It was also the Spring Festival. Ten years ago, the bustling workers in front of the railway station came home carrying knitted bags. After ten years, the workers wore new clothes and towed their suitcases home. The difference between the rural people and the townspeople was becoming smaller and smaller, and everyone became more and more fashionable.

China is moving towards fashion. If you want to build your own shoes and clothing brand, you must change to the fashion industry. When "made in China" is gradually replaced by "China creation", China's economic status and brand status are on the same side, and the whole world is concerned about the development trend of Chinese shoes and clothes. At this time, China is more called a truly rising power.