Brand Management, The Inevitable Way To Expand The Domestic Market (Part 1)

In 2012, it planned to open 100 direct battalions in Shanghai, Hangzhou and Chongqing. Franchised store It is about two times more than the total number of sales outlets established over the previous 30 years. The upcoming year, Tao Yan's love huor knitwear Co., Ltd. gives children's clothing. brand The goal of the new year's goal is so great. "We define" bubble Lulu "as" the first brand of Chinese children's clothing "and become the strategic goal of the company. Management Zhou Zhihong said.

Since the 90s of last century, specializing in the export of clothing, and in recent years, AI huor clothing "love" in the domestic market, and committed to brand management. This transformation is a microcosm of the transformation of Shaoxing garment enterprises in the export market.

There are more than 2000 clothing enterprises in Shaoxing, mostly in the "dress for others". OEM Production is the main product with few independent brands. Brand management has become the "short leg" of the County garment industry. However, under the pressure of many factors, and the vigorous development of our domestic demand market, garment enterprises have quietly "awakened" to accelerate the development of clothing industry in our county by brand marketing.

　　 Independent brand

Enterprises first taste sweetness

"Processing 1 garments, the gross profit is not more than 30%, while the self built brand is the six or seven times the cost of clothing in the exclusive store." Qian Qing, a foreign trade producer of women's clothing, has been implementing the strategy of brand domestic marketing this year. In the past year, the sales of self created brands in Hunan, Hubei and other places are gratifying. What is even more exciting is that the brand drives the price of the product, so that the profit margin of the enterprise has never been improved. After having tasted the sweetness, the production enterprise invested in the establishment of a boutique workshop, mobilizing the "strong troops and strong forces" to produce their own brand clothing, improving the product quality, and persisting in making the brand clothing stronger and stronger.

Domestic sales Brand management The road of development is one of the ways for clothing enterprises to seek sustainable development of clothing industry in the increasingly fierce competition environment. In recent years, the brand awareness of clothing enterprises in Shaoxing has been constantly enhanced, and the pace of independent brand innovation has been quickened. So far, there are more than 700 registered trademarks of clothing enterprises in the county, including 4 well-known trademarks in the whole country, 5 famous trademarks in the province and 3 famous brands in the province. "Active brand products make the County garment industry form a good market competition and profitability, and greatly increase the added value of clothing products." Xu Aihua, President of the county clothing association said.

Nowadays, the clothing brand of love's children's clothing series, the rainbow Zhuang knitted women's clothing brand, the extraordinary rain's fashion casual dress brand, etc., can be seen in the shopping malls, department stores, and exclusive stores in large and medium-sized cities throughout the country. {page_break}

　　 Grafting brand

Boost enterprise brand building

Next year, we will enter Shanghai, Jiangsu and Zhejiang provinces and cities in Northwest China. Recently, "JOSE ORLANDO" (Jose Orlando) brand operation director Zhou is planning the next year's "Orlando" development path, and implement the Shanghai store opening matters.

"Orlando" is the Italy international first line men's clothing brand purchased by Orlando clothing company under the Hualian Group. Currently, it has opened 8 direct chain stores in Hangzhou, Wuhan and other second tier cities. The Hualian Group, which produces and processed garments, has grafted "Orlando" and has taken the road of brand management. It has taken a new way for the brand internationalization of Shaoxing County garment enterprises. After winning the sweetness, Hualian Group also represented Italy's high-end brand "cladriani", which has also achieved good results.

County Rui Xue International Fashion Co., Ltd. is also the first attempt to buy brand clothing enterprises. 5 years ago, after the company acquired the brand "Rui Xue", it invested a lot of money in brand marketing. Although it also encountered setbacks, but now the clothing of Rui snow, which is mainly made up of leisure feather and cotton, has been increased by more than 50% in the export of other garment enterprises this year. "The impetus for acceleration is our brand management for many years," said the responsible official of Rui Xue international.

Cultivate brand

Enterprises should accurately locate

Heng Bai suit is the most successful example and model of the brand operation of the clothing industry in the county. Heng Bai suit is the leading product of Heng Bai Group Limited. The company produces 600 thousand sets of suits every year. It has shirts, tie, windbreaker, jacket, T-shirt, cashmere coat and so on. Through many years of careful cultivation and investment, Heng Bai clothing has "China famous trademark" and so on. In addition, it has 100 stores and 860 large shopping malls in major cities of China, forming a perfect sales network.

Feng Defu, executive vice president of the China clothing association, believes that the cultivation of clothing brands is a long process. Any famous brand in the world has cultural accumulation for decades or even hundreds of years, and has its own distinct personality, representing the trend of some aspects. At the same time, it is a new development road to introduce mature brands from abroad and take the independent brand onto the road of internationalization through acquisition and cooperation. From this, we can learn more about the concept of brand management and design research and development.

When clothing enterprises quietly develop brand management, Xu Aihua, President of the county clothing association, reminds the colleagues that clothing enterprises must take accurate positioning and take accurate positioning of their products according to their own strength, financial resources, human resources and market segmentation, and do not blindly follow suit.
 

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