The Significance Of Building Clothing Brand And How To Build Clothing Brand

"If our garments can reach 200 pieces per piece, how much can we reach the output value? That is 55 billion yuan. This tells us that without brand, there is no way out. Only by creating brand can we create benefits. Therefore, the government should try to help enterprises build their own brands. Recently, Huang Shaofeng, mayor of Chai Shan town, put forward the slogan of brand promotion and marketing. Coincidentally, urban beauty, Saint flag Road and other enterprises are also trying to promote the expansion of clothing sales through brand promotion and influence, and set off a Dongguan. Clothing brand The experiment tide of promoting marketing.

The government supports the government to blow up the brand's breakthrough.

The government should try to help enterprises build their own brands. Recently, Huang Shaofeng, the mayor of Cha Shan town in Dongguan, led a high-profile campaign. Tea mountain town The reason behind the development and marketing of garment enterprises is to be concerned.

At present, tea mountain already has the business card of "famous Chinese food town" and "famous brand clothing manufacturing town in China". In the food industry, there are more than 200 existing food enterprises, and the output value of special industries is 4 billion 110 million yuan. In the clothing industry, there are 567 garment enterprises, with an output value of 5 billion 420 million yuan. In the electronic information industry, there are 187 electronic information enterprises, with a total sales volume of 6 billion 380 million yuan.

In front of the bright data, the tea clothing industry can hardly conceal the awkward side. It is reported that at present, only 18 of the 567 garment enterprises in Cha Shan have their own brands, accounting for only 3.1% of the total, while the town has 280 million garments per year, but the average price is less than 20 yuan / pieces.

In a media interview, Huang Shaofeng said frankly, "only creating brands can create benefits. Therefore, the government should try to help enterprises build their own brands, which is also the purpose of tea hill's" tea mountain manufacturing "and" tea mountain creation ".

For today's tea mountain Clothing enterprise It is mainly for the international big brands to do the generation processing, and the added value of the products is relatively low. Huang Shaofeng said: "we can think about it, if our clothes can reach 200 pieces per piece, how much can the output value be achieved? That is 55 billion yuan. This tells us that without brand, there is no way out. Only by creating brand can we create benefits.

Huang Shaofeng also said that it will speed up the development of independent brand and independent innovation, encourage enterprises to strengthen cooperation with universities and scientific research institutions, set up technology centers, post doctoral workstations and business incubators, and cultivate a number of leading enterprises with radiation power.

The embarrassment of Cha Shan is just a typical case of most clothing enterprises in Dongguan. In fact, many Dongguan clothing enterprises have begun to explore their own brand in order to promote marketing. Lingerie clothing, rookie city beauty and fashion wool weaving represent St. flag Road, which has opened their respective "brand driven marketing" era.

Concept marketing

Brands do not depend on money and advertising.

In fact, many companies have thought about the idea of building their own brands to promote the marketing of clothing products. However, in the face of huge investment and long-term "burn money" advertising and marketing investment, many of them have been looking forward to it.

In early April of this year, Dongguan city beauty Industrial Co., Ltd. announced a high-profile cooperation with Lin Chiling, known as the first beauty in Taiwan, to become the spokesperson of urban beauty. However, for the industry's interest in endorsement fees, the city beauty chairman and Lin Chiling are all silent, indicating "unclear".

However, building brand to promote clothing marketing does not mean that it is simply burning money and advertising, creating a new consumption concept and leading a new consumption trend. It is also a good choice and attempt. In this regard, urban beauty has opened its marketing slogan of "fast fashion".

Zheng Yaonan, President of urban beauty, said that in recent years, women in China, especially Urban women The lifestyle and structure of life have changed. Underwear has changed from "hidden" interior needs to a fashion trend that matches the outer garment.

Zheng Yaonan revealed that in the face of the challenges of e-commerce, city beauty put forward a "fast fashion" brand upgrading strategy on the basis of extensive research conducted by consumers for six months. In the next 2-3 years, consumers will truly feel the brand new "urban beauty" from the store display, shop assistant service, product image and membership service, and enjoy the one-stop intimate underwear experience and purchase process that is seamlessly connected with the international fashion trend.

For the idea of "fast fashion", urban beauty will provide tens of thousands of comfortable single products every quarter, with different series of characteristics and intimate design to satisfy consumers' pursuit of new demands. By quickly capturing the international fashion trend and fashion trends, from the product response, design and development, fabric reserves, vertical integration supply chain, electronic ordering and distribution platform, the urban beauty tries to shorten the production time of the industrial chain as far as possible, and use the fastest speed to bring the latest clothing to consumers.

"Fast fashion can not only achieve rapid response to the market, but also show the advantages of fast fashion industry chain." Zheng Yaonan said, "fast fashion" helps urban beauty to transform from "product driven sales" to "brand driven marketing".

Quality win

The cornerstone of brand is product and style.

To create a clothing independent brand and promote the significance of clothing marketing, Chen Minyi, general manager of Dongguan Sheng Qi Lu Fashion Co., Ltd., has a unique understanding of this, and his understanding is quite profound. Different from the sales form of city beauty stores, Sheng Qi road has gone out of the way of "brand differs from exclusive stores".

At the beginning of 1996, Chen Minyi started with the brand of "Sheng Qi" registered clothing, and he took up the general manager of Guangzhou branch and took up the responsibility of making brand clothing marketing. In order to meet the needs of the market, Sheng Qi Lu has established an efficient marketing elite team, which has built up a strong chain selling network in China by direct chain operation, franchising, operation alliance and other diversified business models, so that the popularity of the two brands of "Sheng Qi" and "sifca" has been further expanded.

In recent years, Chen Minyi has a new and unique view on the operation strategy of direct chain store and franchising. "Brand is not necessarily a store," she said. Products have their own target market and target customers, products recognized by target customers, it can be called brand. Therefore, I attach great importance to docking with the concept of partners. The common development of enterprises and partners plays a great role in promoting the brand process.

It is reported that at the beginning of the establishment of the brand, "Sheng Qi" clothing was won by quality and style. Through more than a year's efforts, the market's sales are fairly good, but it has not yet achieved the desired effect desired. Chen Minyi often goes to Hongkong and abroad to study, learn and participate in various clothing conferences, so as to take this opportunity to broaden his horizons. In 1998, Chen Minyi changed his marketing strategy. The newly created "Sifu card" brand took the monopoly line, set up special counters and invested a lot in shopping malls in Shenzhen and Guangzhou, Chengdu and other places, while some other brands of clothing continued to maintain close ties with agents, giving play to the form of direct chain franchise, franchising and operation alliance, so that all agents could continue to represent "Sheng Qi Lu" clothing.

This "two leg walk" form has greatly improved the price and profit margins of clothing items while protecting the sales of clothing on Saint flag Road, and the brand effect of clothing has become increasingly prominent.