Brand Has Become The Most Advantageous Lever For Garment Enterprises To Solve High Cost.

Capital game is always a big magic cube. Land price and rental price drop or fall again. Rising oil prices and constant toll and bridge fees support the increasingly high logistics industry; the cost of labor increases further, and the difficult situation of micro enterprise loans has forced one of the other employers to run away. The era of low cost is gone. High cost era is like a frightening eye in the sky. The cost pressure of clothing enterprises is not hidden.

In the era of high cost era, people from all walks of life expressed their views in this year's Ruyi Chinese clothing forum. High cost is bound to happen. How to simplify and transfer cost pressures? Once the vague "brand" is no longer a commercial cover, it has become a panacea under the pressure of high cost.

　　 Spend money on the blade

Unlike manufacturing, if the final form of manufacturing is the product, today's Clothing industry The ultimate form of appearing on the market should be brand. Consumers will not remember A's trousers and B's coat, but the brand image created by these garment companies. In the background of the rising price of rental, labor costs, logistics costs, raw materials and other hard conditions, brand has become the most favorable leverage for garment enterprises to solve the high cost.

CEO Brand Management Co., Ltd. Yang Xilun said that the brand is human cost, not cost does not happen, but the cost is shifting. To display a beautiful brand, it involves enterprise management, dissemination and promotion, design content, terminal display and so on, and the achievement of this series of software depends mainly on the team and the media. Yang Shitou, chairman of Chi cube International Brand Management Consultants Ltd., said that 2012 was the starting point of the post-90s job market. The speed of the crowd was faster than before, and the whole communication environment will change accordingly, and the external environment will affect the brand positioning qualitatively. Personality, taste and culture have become the brand connotation of this era and this crowd. To create a brand can not be like the past, a salt sprinkled in the sea, but should spend money on how to spend money on the blade, for example, the promotion of communication must have the ability of the two diffusion and three dissemination.

　　 Let consumers pay for uniqueness

Entering the era of high cost, clothing has been split from functional consumption to brand consumption, and consumers need to enter the exclusive store consumption for a reason, which is the uniqueness of clothing brand to consumers. The women's clothing brand Gloria, which launched the global journey in 2002, has gradually upgraded its core position targeting 20 year old female consumers to a relatively young woman aged 28. Lin Shuling, vice president of Gloria, said that in the past more than 10 years of brand development, the team has injected a lot of energy and efforts. She believes that the root of the brand is a process of accumulation. It is not difficult for consumers to know the brand, so that consumers can love and be loyal to the brand. The key is to show the uniqueness of the brand, that is, the core of the brand. And the only thing that Gloria rooted in the consumer's mind is the brand's real passion for life. Instead of consumers, they walk through 25 countries and discover the unknown and beautiful life with their vitality and flower like enthusiasm.

Product style, promotion and dissemination, terminal experience, three forces together to solidify the style and connotation of the brand, only consumers agree with the unique connotations which are consistent with their own personality or preferences, so that they can choose the product under the brand without hesitation. More importantly, even if the product of this brand is not enough, consumers are still willing to give generously. For example, in the past more than 10 years, it has been trying to transform original spirit into unique clothing culture and the exception of contemporary life style. Its pursuit of innovative value and the transmission of Oriental culture are deeply loved by consumers. Consumers who buy clothes with exceptional clothing do not focus on whether clothes are warm or whether they are durable. The essence of their purchase is the art design that is mixed with all kinds of cultural thoughts, creativity and imagination in the exceptional clothes. "I wear exceptions" even became a password for this group of consumers to identify and express their individuality. The exception, chairman Mao Jihong, said that the exception is a way of life, a natural, environmentally friendly, renewable way of life that is in line with our mood. At the same time, it also has certain cultural and artistic pursuits and ideological expression. This is what we think of fashion. Although the exceptional clothes are particularly challenging because of the Zen spirit of design, Mao Jihong thinks this is a kind of moderation, so that many aesthetic things can not be passed in order that everyone can be put in.

and Seven wolves President Zhou Shaoxiong hit the nail on the head, pointing out that it is the best time to make clothing brand. He said that consumers are now smarter, living conditions are more mature, and have a personalized pursuit of style and lifestyle. This pursuit is undoubtedly the most favorable capital for clothing brands to appear on the market. The brand way of the seven wolves is to satisfy the illusion of consumption and life form in the process of conveying the value of the seven wolves. From "struggle" to "more than one aspect of character", the seven wolves successfully turned around in the quality and taste of consumers in the early twenty-first Century of 90s.

　　 Speak to the right person in the right way.

Chanel says fashion is perishable and style is perpetuating. Style is constantly growing in product design and brand culture. In addition to the unique style of the brand, the mode of communication in the era of high cost is also closely related to the throat of the brand. Luo tie Ting, the president of the children's clothing brand, said he interviewed a new employee earlier and asked why he worked for Parker. The employee said he grew up wearing this brand clothes. Luo said that today's main consumers and business founders are the two generation of different generations. Now they are in the 1980s or even after 85. They have totally different values and consumption habits. To deepen brand development, we must re analyze consumers and constantly upgrade the shopping experience of consumers, until we have different communication with customers.

The purpose of communication may be achieved overnight. Brand communication The effect needs precipitation and accumulation. Yu Dan, a famous cultural scholar, said that every subversion of the brand is a loss of the brand. Changing a Logo and changing a core value can change a spokesperson at the cost of a big market. Products need innovation, but a good brand is a pot of old wine. Without time and accumulation of word-of-mouth, you can't taste a fragrant aroma into your throat. To solve the problem of high cost pressure, we should ingeniously put advertisements into practice. Brand publicity needs to reach the target consumers accurately. After 2006, China's garment industry has entered an era of channel. In the process of brand communication, the channel of publicity has also become a magic tool to "spend money on big events". Yu Dan believes that today's media, or network media, including rolling micro-blog, turn every individual into a self media. Consumers are no longer a herd of words, but rather a leader. In such an era that the 80's are the main consumers and the people are all Internet, it is a great waste to make no use of the new media. The development and utilization of mass media in the business sector is a potential stock, which completes the most active individual terminal marketing in good times and acts as a crisis public relations in adversity.