International Brand Invasion &Nbsp; Local Wardrobe How To Survive And Develop

In recent years, with the deepening of China's reform and opening up, the number of the middle class has increased dramatically, and people have different views on the quality of life.

Facing the growing market of wardrobe, the competition between foreign famous wardrobe brands and local brands will be intensified.

Faced with the "massive invasion" of the international brand, wardrobe enterprises have come up with the time when the wardrobe is "untied". Indeed, what will happen to the wardrobe enterprises along with the "loosening" of the wardrobe? Where will the local wardrobe business go?

Import wardrobe and domestic wardrobe gradually reduce the price advantage

Former

It is understood that in recent years, the continued growth of the RMB exchange rate has led to a decline in import tariffs, to a certain extent, which is conducive to the large-scale "invasion" of foreign wardrobe brands.

Coupled with the continuous growth of China's prices, the huge increase in labor costs and the increase in the prices of related raw materials, Lu Ding Ji has brought considerable pressure to our wardrobe enterprises. Some of them have to raise their prices slightly to adapt to the market changes.

In contrast, the price advantage of domestic wardrobe is gradually weakening, and the price advantage of foreign brands has been improved to a certain extent.

It is still necessary for the wardrobe to "untie".

Although the Wardrobe "loosening" seems imperative, but under the current low carbon economy, under the eyes of the international wardrobe companies, the Wardrobe "untie" still needs some time.

The main reason is that the wardrobe needs to have a longer adaptation cycle and a larger initial investment.

Moreover, although China has already had quite a number of middle and even high level consumer groups, the consumption concept of wardrobe consumers is not mature enough.

How local brands survive

Faced with the growth of domestic enterprises,

1, define your target group.

Different enterprises have different consumer groups to serve their consumers.

2, not limited to the region, take the road of integration of national procurement.

This kind of spirit, which does not stick to itself and boldly "go out", makes some local brands stand together with international brands.

3, in line with the brand map, establish the national characteristics.

For example, some large domestic brands have set up R & D departments to continuously upgrade their scale and enhance their competitiveness.

4, increase personnel input, research and development of core technology, and pursue their own brand characteristics.

Apply for a patent and seek policy protection.

In the industry view, after nearly two years of efforts, at present some