Behind Those Controversies And Controversies

In March 16, 2011, just after CCTV's 315 evening party, people still chew Shuanghui when they chew. The famous Chinese menswear brand has become another famous dish of CCTV that day. The name of that dish is "fake foreign brand".

This dish almost affected the taste of the most important banquet held in China in March 28th next year, which is the 2011 China International Clothing and Accessories Fair (CHIC).

Thus, on the 2011CHIC, a contest of counterfeit foreign brands was launched, and some garment enterprises headed by white-collar workers and exceptions announced their pure Chinese lineage in a high-profile manner. Many brands such as the brand of the brand have reached a consensus at the bottom of their privacy: if they cannot or do not want to solve the bloodline problem at once, then at least at first, they should have a good relationship with the media.

At the beginning of April, the China International costumes fair was just over, and Yan Xiaohua, the leader of the brand, arrived in Beijing. A small party was held in an unremarkable hotel in Beijing. He wanted to know exactly what happened with his colleagues.

Behind the controversy: surname "Zhong" or "surname"?

Chinese clothing

CCTV versus China

The clothing consumer's view of consumption, the access threshold of China's department stores and so on, but these problems are all appearances. The essence is that this is only a stage development problem of China's clothing industry. Before this node, the so-called "fake foreign brand" has always been a hidden rule of reasonable and reasonable people. At this time, the problem of surname "Zhong" or "surname" is suddenly placed in front of Chinese clothing brands. They are beginning to rush to find their own camps. Some brands even fail to find a viable position. They need a strong support at this time: is this a moral issue, or a legal problem, or is it a wrong case? {page_break} of course, there are more problems behind this story, such as China.

For a period of time before or after 2011, e-commerce is or will be the focus of controversy.

And in 2011, the focus of e-commerce is no doubt Taobao and customers, and the focus of the debate platform is more familiar with the means of e-commerce: the network.

On the micro-blog of Zheng He Island, Liu Donghua said, "a few years ago, I wrote a preface to" Ma Yun "who wrote Ma Yun's book, because at that time I felt that few people in the world knew Ma Yun except Sun Zhengyi and Yang Zhiyuan. After that, the whole world seemed to know Ma Yun. Now suddenly, the world doesn't seem to know him anymore.

The key point of this change is that Ma Yun's Taobao has greatly increased the access threshold.

In the small and medium enterprises owners on Taobao, clothing and apparel brands account for the majority.

The same heavyweight bomb came from the end of 2011. A self proclaimed veteran employee posted a series of blog posts on his blog: "how long can a customer stay?" among them, the inventory, cash flow and operation status of van customers were analyzed. They believed that everyone had become a tool for burning money, and another independent commentator, Ma Gang, counted out an old debt in the micro game: dissecting the mystery of PPG's death.

It is not hard to imagine: will customers become the next PPG?

Behind the controversy: whether to hold fate in our hands or to God?

Selling clothing through the Internet for a long time in the eyes of some famous Chinese clothing entrepreneurs is "not up to the table" sales mode, "online are all low-quality things, even if there are big cards, is also inventory."

This view prevailed among them, even once very close to reality.

However, traditional entrepreneurs have had to pay attention to this problem in recent years. In the annual Chinese clothing forum, e-commerce has become more and more important. Taobao has come, and customers have come.

These IT elites are not only young but also eloquent, and they speak of a world that makes traditional entrepreneurs feel somewhat dreamy, and this fantastic world clearly gives them huge capital, which includes not only hundreds of millions of dollars, but also strong consumer statistics related to reality or future.

What is more important is that these young men are too rebellious. When they come to the garment circles, they are not only modest in asking for advice, but in the high-profile War: "we have come!" when this sentence is spoken in the ugly mouth of CEO, the entrepreneurs of the clothing industry are not very good-looking. They may or may slightly despise their lips, or they may frown with some importance.

When PPG went bankrupt in the year, almost no one in the clothing circle was willing to admit that it was selling shirts. They just thought that it was IT who bought a bill for their ambition. For the traditional clothing enterprises, they did not know even the minimum production process and the lowest quality standard of shirts, and they wanted to make money by selling shirts.

Therefore, the collapse of PPG is considered by many to be the final number of unreliable clothing e-commerce.

But later, VANCL, the seller of T-shirts, came again, and soon became popular. The fame of VANCL and the contribution of Taobao in the field of clothing net sales made people forget PPG very much. No matter how many traditions the traditional entrepreneurs have, the businessmen's nature makes them think. What does e-commerce mean to them?

As a result, the traditional clothing entrepreneurs began to set foot in the electricity supplier. Of course, compared with the electric business enterprises, they seem to have a lot of understatuses compared to the drastic burning of money to advertise. The low-key performances are as follows: making a portal website of their own brand is not the same as doing it; they spend a lot of money on the electricity supplier without any gains, but dare not publicize; while selling clothes on Taobao and other electricity suppliers, they earn a lot of money but refuse to mention it.

A very important reason why clothing entrepreneurs are low-key in e-commerce is that the low price of online sales is definitely a big impact on the sale of the same brand line. They need to undergo continuous attempts. Now they basically can give three outlets that can get the table: first, sell different brands of the same brand online and offline; second, the sub brands of the independent registration line; third, promote online sales.

In the beginning of Taobao to improve the access threshold, customers are trapped in the vicious circle of electricity supplier profitability. The traditional clothing entrepreneurs who have been low-key in the electricity supplier can finally breathe a sigh of relief. For them, it is better to throw money into a virtual network than to smash a fashionable fashion show. In fact, whether it is an electricity supplier or a fashion show, they are still in the stage of smashing money.

But after all, the rules of the fashion show are in their own hands, and the electricity providers are always giving their fate to God.

Many years of practical experience tell them that there are still more exciting life and death wars in the future.

At the moment, the only thing they can foresee is that clothing will eventually become the main force of the electricity supplier. No matter what the main force is showing at this time, they will show the strong side.

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Price war: cheaper or more expensive?

In from October 20 to 21, 2011, the first Chinese clothing convention was held in Beijing.

The Specialized Committee annual meeting was integrated into a complete industrial conference, during which a joint conference of the eight powers and the parallel meetings of the eight powers benefited the listeners. But at the end of the meeting, there was a discussion which extended beyond the organizers' expectations. That was the most sensitive discussion on price in 2011. This discussion was exactly the same as that in the early 2011, when the luxury goods sold abroad were cheap and the domestic prices were very expensive. Authoritative figures believed that the export of Chinese clothing enterprises was very cheap (only processing prices), while the domestic brands sold very expensive. It was said that many consumers could not afford to buy their own brands. At the time when the Chinese clothing convention was set up at the 20th anniversary of the China Fashion Association, the organizers took the opportunity to make men's wear, women's wear and children's clothing that had been fighting for many years.

For a while, whether the Chinese clothing brand will be cheaper or more expensive has become the focus of controversy.

Most consumers want domestic brands to be cheaper, but there are two schools in China's clothing sector. Some of them are working in more expensive directions, such as white-collar workers, and some brands are trying to sell cheaper products, such as fan Kai pin.

Behind the controversy: money will eventually flow to their best interests.

The problem that Chinese clothing brands are too expensive in shopping malls is finally beginning to debate at the end of 2011. There has been a similar voice before, but the mainstream media has not been spread too much, because the main theme of the whole industry is pformation and upgrading.

This year, the price of Chinese local clothing brands is still on the high side, while consumers' wallet is obviously not able to keep up with the pace of brand price rise, so they begin to say "no" positively.

Just like the real estate bubble that was hot in 2011, the bubble theory of Chinese clothing retail prices also came into being. People began to question the retail price of clothing brands.

Some people have calculated such an account for China's clothing brand: the rate of Chinese clothing brand pricing is generally over 5, some of them reach 8 or even 10, and of course, there is still a higher rate of inconvenience.

Some people have blamed such high rates on the high inventory. The brand must use high pricing to make up for the loss of inventory. For this reason, Bian Xiangyang, a professor at Donghua University, said: "it is no doubt that using high rate pricing to deal with inventory will undoubtedly help to quench poison and quench thirst.

Inventory is another bubble in the clothing industry. Only reducing inventory is a way.

Some people also blame the high rate of clothing pricing in the shopping mall links. It is reported that the discount points in general stores are between 20% and 30%, and some shopping malls can even reach 50%. At the same time, in order to deal with various promotional activities in the shopping malls, brands have to raise the rate of product pricing.

Therefore, the market has become more and more discounted, and consumers can not afford to buy more and more.

In this regard, some authorities have discussed privately, such as whether there is a new business model, between department stores and wholesale markets, this business model can meet the needs of China's vast middle and low consumers both demanding parity and high quality.

Some people think that they have found this business mode, that is, the large-scale SHOPPING MALL mode, but the fact before us is that China's successful high quality parity SHOPPING MALL is not much.

Therefore, some media began to invite experts to popularize clothing knowledge for Chinese consumers.

But for experts, the debate over whether Chinese clothing brands should be cheaper or more expensive is a paradox which is a bit ridiculous.

They feel that this discussion is purely a matter of no professional knowledge, and that is, can fish and bear paws be a price?

Some clothing consultant experts believe that the dispute over the price of Chinese local clothing brands is due to the confusion between the garment industry and the fashion industry. The garment industry is essentially a concept of industrialization, that is, under the condition of modern machinery and equipment, under the management of pipeline organization, the products that are needed in the market are produced efficiently and quickly.

You can calculate the cost of clothing, but cost is no longer an important factor in the fashion industry dominated by design and innovation, or at least not a basic competitive factor.

They have spared no effort in the field of design and innovation, as well as the brand fashion image. In fashion trend guidance, they constitute the absolute competitiveness and the strong influence on consumers of low-priced garment products. In this fashion market, fashion consumers love the fashionable and fashionable fashions that are launched on a timely basis every season. This kind of love makes them almost forget the cost.

So people suddenly see it: the reason why Chinese consumers compare Jin with the price of Chinese clothing brands is that their love for Chinese clothing brands is not enough to make them "almost forget the cost."

Then, compared to the quality and innovation of clothing, are Chinese clothing brands a bit anxious in terms of price?

You will find that the wits and battles of businesses and consumers have never stopped.

There is an old saying in China that buying is not sold well. Now this sentence will be rewritten, because consumers have become more and more intelligent, and money will eventually flow to their best advantage.