Side View Two Sessions: Clothing Industry, "Brand" Is Still Bruising.

In the two sessions, more than one textile industry representative pointed out that China can go out of the clothing brands are numbered, bleak and depressed.

But what led to the current situation, in addition to the product itself, the domestic market environment and brand marketing means are the main reasons.

The clothing brand is a long dream for Chinese enterprises. Although a large number of excellent clothing brands have sprung up in China, few can go to the international market.

The first reason is the cause of the product. Fashion is the main trend of fashion. Most of the fashion trends are just released by the big brands in the international market. Therefore, based on this, domestic clothing has little advantage in fashion guidance. Basically, the famous brand first releases new models, and then all kinds of brands or no brand enterprises begin to imitate in large numbers. In the end, the whole clothing market is chaotic, and innovation is not in the least.

Followed by the constraints of the domestic market environment, brand stores and large shopping malls are the two most common circulation modes of clothing brands. Because of the constraints of independent stores, more brands choose to enter shopping malls. However, a strange phenomenon is that large domestic stores have to pay high entry fees for domestic brands, while international brands offer preferential treatment.

Thirdly, marketing means, the international clothing brand basically launches the conference, the creative project as the carrier, and points out an idea to publicize its brand culture; while the domestic brand is mostly based on the virtual advertisement, or the "Korean version" and the "European version", only to talk about a current style, not mentioning its brand culture and its own advantages.

When it comes to silk, people may think of China. When it comes to cheongsam people will think of China, but when it comes to silk clothing and silk scarves, most people may think of Hermes. Indeed, the lack of understanding of their own advantages is one of the main reasons for China's lack of clothing brand names.

Brand style and brand characteristics are the important embodiment of clothing value.