Don'T Neglect Brand Emotional Value In Garment Industry

The State advocates doing brand I hope domestic enterprises will enhance their brand. value But what exactly should we do?

We must make sure that brand is the emotional value of consumers, and this value is also an interest. Now, we see that many brand experts are talking about the market phenomenon. marketing strategy At that time, it is not to tell everyone to make the brand from emotion, but to emphasize the high quality of the brand and how to make the high-end brand.

However, if we notice that brand is the emotional value of consumers, we will find that the brands that are forced to steal the market at low prices have already given up the profit space of emotional value, and their brands can no longer make emotional benefits. Maybe I am a bit pessimistic about this, because as long as you make a mistake in making a brand, it will be very hard to make up for it later.

Now we have a lot of experts, especially the experts in the field of brand. They are too divorced from reality. Some people are "swindling and cheating" with the brand theory imported from abroad, and some of them are even more excessively. The guiding significance of these things to reality is very limited.

If it goes on like this, even 35 years later, no one will propose countermeasures for price war. Then no one will dare to do the brand, because as long as you make a brand, people will beat you with price war. Finally, everyone will be "do in Rome as the Romans do" and give up any expectation of making the brand.

As you may know, at the end of the 1990s, foreign brands were "tight", and they refused to cut prices, but then they couldn't afford it. They came to the conclusion that although the Chinese market is large, it is not easy to do so. As a result, foreign brands maintain a certain market share in addition to high-end products. Low-end The product is "in Rome as the Romans", the price is reduced.

In addition, as far as I know, some foreign two or three line suit brands have hit the county-level cities in our country, recruiting a lot of agents, and then getting bigger and bigger, the more stores open, the more sales, but the brand value has declined. The strategy they adopt is that Chinese consumers have desires for my brand and I try to earn the value of this desire. Then sell the brand to Chinese enterprises and make a profit. In fact, it has created a new brand behind it.

For the Chinese market, most consumers are not very strict with the product. This kind of environment affects the idea of the enterprise, and also leads to the lower comprehensive value of the product. only Consumer groups The requirement is high, so that the manufacturer can correspond to the requirements of consumers and improve the quality and brand.

Top brands abroad are located in high-end groups, but the Chinese market is not. As we all know, high price naturally means good quality and good brand. But now why do some foreign brands come to a high and low end? It may be because the concept of the value of the Chinese market is not very clear. Well, if we catch up all of a sudden, it will not be aimed at any group of people. Because brands accept low quality and concept requirements, these foreign enterprises will naturally comply with the psychology of consumers.

At the very beginning, foreign enterprises entered China, and product quality and other aspects were very demanding. However, with the increase of market share and the quickening of the turnover speed and the processing in China, it is the same as our domestic enterprises. You can do this, and I can do that. If you want to cut down on the market share, I will do the same. The result is that everyone is making money with products, and they do not pay much attention to how much value the brand can make in this market.

This is a very interesting phenomenon, which is guided by the whole social environment. If you want to ask, how should we jump out of this strange circle, let domestic enterprises and foreign enterprises to maintain the market together, and make brand value? Honestly, if we can only do it from one aspect, we can do nothing about it.