How Does China'S Garment Enterprises Go International?
Should Chinese clothing enterprises compete with brands? How to build brands? How should China's clothing enterprises compete with the brand? Should Chinese clothing enterprises be high-end or low-grade, or should they be integrated into Chinese elements? The Chinese hamburgers sold by McDonald's will also be sold as the largest real estate developers in the world. McDonald's represents not only the American culture, but also the American spirit. If Chinese clothing enterprises still sell clothes simply, which foreign brands are stronger than them, then what are they selling? Learn how to learn Zhang Yimou and Ang Lee to conquer the old ones? Clothing is art and culture; instead of making clothes into products, it is better to make them into carriers of culture, spirit and art. Few Chinese clothing enterprises are eligible to take the international route. Are there only YOUNGOR, Shan Shan and Li Lang?
No clothes can't be done by domestic enterprises, and the gap is not only a brand problem, because the big ones are not done in a day. What else can we shake the hearts of people besides brands?
brand
In order to make the enterprise do well, it does not strive to build brand, but rather sells the "health care products" as a gift.
GOOGLE has become the most valuable brand in the world. Its brand model is also unintentionally plugged into willow willow. Only seven years ago, there is no advertising fee. But it is the best tool for people to access the information. The news reports on it have been constantly, it has borrowed all people's potential, public relations, word of mouth, virus and other almost free dissemination way is the most powerful.
Through the spoof of the "Wuji", Hu Ge fired the song of triumph and "Wuji", and its commercial value was comparable with that of the super girl.
capital
But almost zero.
When Chinese clothing enterprises are still very weak, the best way to win is to subvert the existing rules of the game and rewrite the new rules of the game.
Look at Britain's virgin, dare to do coke, dare to engage in aviation; Wahaha Cola has also been made; no, it is impossible, but has not yet found the way to make it possible.
The strategy is clear. The operation of the international brand in China is very clear. Generally, it will rarely achieve profits in a short time.
Because they come to China, their first priority is not to achieve their strategic goals, but to do their best to achieve their strategic objectives, plan and layout, and then wait for the sky to lose their pie.
In order to move towards the international market, Chinese garment enterprises must first clarify their strategic objectives, first of all, complete the global layout, rather than set a strategic goal of completing the turnover.
In fact, these are two different modes of thinking. The angles and ways of looking at problems and solving problems are completely different.
If it is just because the domestic market is in a recession, it will take a chance to catch up in the international market, and if it can catch up, it will not be able to catch up.
Bold experiments are not invariable. Absolute effective strategies are only effective strategies.
How to find more effective strategies is the key to achieving the possibility.
No one is a celestial being. The way to solve specific problems is to design experiments of different scales and methods, test the accuracy of assumptions and forecasts, and find a relatively better plan through multi-level comparative analysis, and we should constantly improve it.
The value of innovation is relative. The same chair, if placed in the poor family, is the future burning wood. When placed in a famous family, it will become an antique in the future.
Since the value is relative, the price is naturally relative.
In the eyes of foreigners, Chinese clothing seems to be a symbol of cheap goods.
China's garment enterprises are only going to win a high end through value innovation, and if they compete on low prices, they will go astray and never turn over.
Terminal integration has advantages and disadvantages, no matter which terminal model is adopted. The essence of terminal is to shorten the distance from potential consumers.
The purpose of setting up terminals is to attract rather than sell, which is back to the soldiers who are not fighting.
The best terminal model is the virtual terminal, which reduces the cost of the terminal to the minimum, and really wins the heart model.
To seize the common needs and weaknesses of foreign countries and construct their own profit models, it will be possible for them to go into a virtuous circle and create a snowball multiplier effect.
The era of single combat has passed. Can Chinese garment enterprises consider grouping abroad and integrating development?
binding
Together, a resultant force is formed to form a super terminal in the form of virtual group.
Don't be too narrow minded. If you have money, you will make more money and earn more.
The development of the Olympic Games and World Expo are the prelude to China's original ecological culture striding towards the world. What potential energy can Chinese clothing enterprises borrow? Budweiser beer has become the only Chinese trademark in the world cup and has earned the attention of Chinese fans.
What can China's garment enterprises learn from it? The great opportunity for China's garment enterprises to stride towards the world has arrived. How can they go out?
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