Domestic Apparel Brands "Meet Challenges" During The Turning Point Of World Clothing

In 2012, it was called "inflection point" by the clothing industry. It was in such a special period that Chinese clothing brands and clothing brands coming to China showed four words -- meeting challenges.

2012

The theme is "reforming the yuan point to start self", which aims to analyze the changes that are taking place in the global economy, culture and fashion. (these changes shake the foundation of the old order), and discuss the coordinates, roles and values of Chinese clothing in the new world fashion order.

It is this theme that inspired us to think about how China's clothing brand should be repositioned and how to find new opportunities.

Because China has entered the era of "high cost", the prices of raw materials, manpower and logistics have been rising. The order of China's apparel industry chain has been deconstructed.

On the one hand, international brands quietly adjust prices; on the other hand, Chinese clothing enterprises are faced with the choice of brand positioning.

In this pition period, how can consumers understand and accept the relationship and performance between brand price and value? How to develop new business models and channels, make the brand as open as possible, and how to innovate marketing and communication strategies to maximize brand value?

Building brand has become the key word in the era of high cost.

And when we are faced with the pluralistic connection and symbiotic environment in the Internet era, we see the rapid change and subversion of people's life style and values.

It is precisely because of such an environment of the Internet that it provides more opportunities and space for the brand building of garment enterprises in the turning period.

New marketing ideas and ways of communication are spreading. Let's take a look at the following

How to face challenges and opportunities in the turning period?

Brand building faction

Representative enterprises: Song Li Si, seven wolves, Adidas SLVR

Shenzhen Ellassay Apparel Industrial Co chairman Xia Guoxin: only one brand

Until now, only one brand has been made by singer, which is related to our advocacy of building an excellent brand.

The reason why we didn't make the second brand is to concentrate on making the brand deeper and more thorough.

If you want to be a brand to compete with foreign brands, then a punch can be more powerful than fingers, so he insists on making only one brand.

The future competition must be very fierce. Chinese clothing brands are faced with the invasion of more than 400 foreign brands.

If we want to make the brand really good, we should make full use of the excellent resources of the whole world besides learning by ourselves.

Chairman Zhou Shaoxiong: two important things to do in 2012

Brand exploration is a tangled process. Entangled up to now, the seven wolves gradually grope for an orderly business brand, that is to convey values.

The seven wolves are divided into several series: one is the classic business series for the old customers, the other is the fashion business series, the fashion leisure series and the life leisure series facing the young consumers.

From the initial vague understanding of the brand, to the formation of "wolf culture", and then to provide a way of life and attitude, to convey the values now, seven wolves into a more mature, truly know how to brand era.

I hope that the seven wolves can become the first brand leading the Chinese men's values.

In 2012, there were two key points in the development of the seven wolf brand.

The first is the brand landing, linking public relations activities with terminals, and standardization of channels.

The second is to strengthen cross-border cooperation with fashion and cultural circles and enhance the overall image of the brand. The first step is to carry out strategic cooperation with Huayi Brothers and jointly create a series of costumes for "celebrities and advanced customization".

Because of the development of the seven wolves, some customers hope not only to buy clothes, but to tailor tailored tailoring to their preferences and needs.

In fact, the Chinese fashion clothing brand can make some high-end clothing for stars. The seven wolves hope to continue this route, and can deepen cooperation with fashion and literature and art circles, become guests of public relations cooperation, or film and TV, awards ceremony and premiere fashion sponsorship, and display the brand capacity of the seven wolves.

Cheng Yuhan, general manager of Beijing Adidas International Trade Co., Ltd., SLVR: importance of word of mouth

As a sub brand of Adidas, SLVR entered the Chinese market in 2009, and the development of new market has become its main task.

Adidas gives people the impression that sportswear, while SLVR has both fashion and leisure style, and can become an important complement to Adidas's main brand.

Based on this situation, we launch different themes in different periods through hard and broad store promotion activities and social media platforms, hoping to expand the brand influence through the full range of dissemination.

In Beijing, we open stores in China World Trade Center and Sanlitun, a place frequented by white-collar workers, a place for young people to take part in leisure and entertainment, advocate a way of life that reflects their individuality through collocation, and communicate with them on social media that young people often appear. In cities like Taiyuan and Haute, people understand brands mainly by word of mouth, which is not the same as Beijing, so the experience in shops is very important.

Channel reformers represent Enterprises: white-collar, Jingdong mall, Koalabi

Miao Hongbing, chairman of Beijing white collar Fashion Co., Ltd.: channels still need to work hard

Chinese brands are restricted in the development of channels, because at the earliest time, Chinese brands had no channels to cooperate with others, and now the channels of Chinese brands began to be more, but they all need to continue to develop.

For example, the exclusive store channels, before China has no good property to high-end brands, and is not very mature now, but now many developers understand the brand demand for large shopping centers.

In the future, if China has streets like Paris, Milan and New York, it will be a sign of China's future channel construction.

Another example is the airport channel, which is a very prominent place of brand tension, but it is not very good.

There is also the e-commerce channel, not the question of whether the clothing brand will accept it, but the e-business must exist, and there will be great development in the future.

The last is the outlets, which is a good channel to consume inventory.

But white-collar workers have no choice to protect their brand image.

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Wu Sheng, senior vice president of Jingdong Mall: the core is the change in consumption patterns.

The change of consumption patterns is related to the all-round pformation of China's current social and cultural trends, and involves all areas of society.

It is undeniable that the Internet has become a way of life. Consumption is entertainment, which is a trend. The most typical business mode of this trend is group buying.

In addition, in the trend of digital media, advertising is content.

Consumers may not be able to distinguish between advertising and content.

For example, the popular micropropagation is the form of self media.

Consumers know that this is an advertisement, but they are also willing to forward and comment, which is the change of communication pattern.

So the so-called channel innovation is to see the changes of the consumption patterns and the changes of the communication patterns behind the times, and understand the changes of the rules of the game, so that we can form systematic thinking and business pformation is possible.

In the process, we should approach the Internet, understand netizens and respect the basic laws.

Kai Ao (Beijing) Trading Co., Ltd. (Koalabi dealer) executive director Xie Yuansheng: complementary channels

Snow boots have been around for nearly 100 years abroad.

Koalabi, as Australia's largest snowshoe brand, has accumulated a lot of strength abroad.

In 2008, Koalabi lit up in China.

With the popularity of snow boots in young people, the function and practicability of snow boots have been recognized by more and more people in the cold climate of the north.

In this process, the geometric propagation effect of the Internet amazed us.

At present, we mainly disseminate products on the Internet, hoping to increase brand exposure through this way and let more people know about Koalabi.

In the future, we will not only increase the exposure rate of the network, but also enter the field of e-commerce as soon as possible, and strengthen the construction of network channels.

Of course, the two channels of traditional channels and Internet channels can not be neglected.

It is hard to be accepted by people who only experience offline products like "ghosts", but products that are not wired under the wired experience and can not be known to a wider audience.

China's Internet channels have robbed the traditional channels of a large market, but the standardization is not very strong.

In foreign countries, people are scouring the Internet for brand names, while in China, people are cheaply on the Internet.

I believe that brands still have much room for growth in this area.

Digital applications represent Enterprises: founder and chairman Zhao Pu of maternity dress, October 18: challenges we face

It is in the infant industry itself, infant and children products have international brands, but

But there is no big brand, nor internationally.

Although mom is one of the biggest in the Chinese market, it also faces its own problems and challenges.

The biggest difficulty in our future lies in the integration of platforms, which involves all aspects, such as financial mergers and acquisitions, not only mergers and acquisitions of clothing brands, but also the acquisition of community websites, applications and so on.

In addition, October mom wants to try the mobile Internet, enhance the customer experience and build an e-commerce platform.

October mommy has done many attempts in new media marketing.

For example, the publication of a book entitled "the arrival of October mommy" has been implanted with a large number of messages from the Hunan TV's recent broadcast of "the couple's affairs".

In addition, we have also introduced some new APP applications, such as calendar preparation, Babyface, network fitting mirror and so on. The application of these digital media is very advanced in the entire garment industry.