Facing The Challenge Of The Global Brand, How To Break Through The Internationalization Of Chinese Women's Clothing?

"In China Clothing industry It's too early to talk about brand internationalization. This is a common view of practitioners in many industries. Nowadays, the world's major brands are beginning to take shape in China, and for many high-end women's clothing brands, this is undoubtedly a huge impact. Although it has gained popularity in the country, and even some have stepped onto the international stage, there is still a clear gap between local brands and those international brands in terms of brand accumulation and marketing capabilities.

For China Senior Women's wear Speaking, like a pupil, suddenly encountered many college students to come to challenge. With the frequent fall of local brands, these clothing brands are more anxious than ever before.

　 Precise positioning, increase the instant decision to purchase rate.

For clothing, especially women's clothing, there is no such loyalty. It is almost impossible to see any brand in a lady's wardrobe, which is the characteristic of women's clothing consumption. For women's clothing brands, loyalty is not the only criterion for pursuit.

"For these high-end women's clothing, we are more committed to improving the probability that consumers will decide to buy in a flash." In an exclusive interview with reporters, Li Yujie, executive vice president of Beijing Bi Qi fashion limited, said that accurate brand positioning, beautiful shop design and pursuit of various perfect details have become the way to improve this probability.

Bi Qi is an old brand in Hongkong. It was founded in 1999. Because of its good sales performance at Yansha mall in Beijing, it was recognized by high-end consumers. However, in the following years, the poor management of the brand and its internal causes led to a decline in reputation. After the strategic adjustment in 2009 and the introduction of the new management team, the development momentum of BQI fashion began to be strong, and brand image, product design and sales performance all showed historic improvement and growth.

Brand positioning is the most important step, and too many. Clothing brand Ambiguity in positioning leads to the bottleneck of brand development. Looking at the positioning of many brands in the country, it is not only from age, occupation, etc., such as giving 20 year old energetic girls, 30 year old female white-collar workers and so on. "Such positioning is actually applicable to many brands, which can not make their brand stand out, but also make the manager of the brand vague in strategy." Li Yujie pointed out to reporters that Bi Qi's style positioning now is "the comfortable realm of elegant women". Based on this position, Bi Qi boldly uses bright print patterns, and even subdivides her consumer groups into the "sunshine female crowd", with a view to making consumers think of Bi Qi brand for the first time when they want to buy printed patterns or a more sunny dress.

Such brand positioning makes Bi Qi stand out in the new round of competition. In the past two years, a new round of reshuffle is being carried out in the fashion industry. In the past, sales channels such as shopping malls were sought after by the public, and there was no strict choice in brand entry. This also led to the homogenization of shopping malls. With the depression of department stores, shopping centres began to attach importance to brand selection. At the same time, a large number of brands with small scale and poor product design were cleaned by mainstream shopping malls. In the background, Bi Qi, who has a clear brand positioning, has won the chance of further development. This has prompted Bi Qi to formulate a development strategy which is quite contrary to many garment manufacturers this year -- expanding the shop quickly.

"This is not a risky decision. In our view, at this time, the excellent channels such as shopping mall need high-quality brand to enter, and the price position can give the brand a better choice, so we choose to expand and layout at this time, which will save a lot of money than before. " Li Yujie explained to reporters.

Now, in order to cope with the harsh economic situation, Bi Qi has adopted a new brand strategy to introduce the franchisees properly while doing well in the store. "We will only introduce a few mature local dealers who are actually better at marketing capabilities than we are, and they all have good local shopping malls resources." Li Yujie told reporters that such a way not only to break through the bottleneck of their own shop, but also with local distributors, quickly let the brand in the local open awareness.

　 Competition intensifies, and choose to stick to it.

For advanced women's clothing, many domestic brands take the marketing strategy of "single store shopping" expansion.

For sportswear, popular clothing and so on, because the style and size of the tailoring requirements are not so strict, each style can make 10 sizes, and meet the different needs of the people in South and North China, and even the Chinese and foreign people. Therefore, a large number of distributors can often be adopted.

However, for advanced women's clothing, each style must have a strict ratio, such as waist shoulder ratio can not be easily changed, so often can only design 3~4 size, suitable for a certain size of the crowd, so that such a brand can not develop large-scale agents, which led to the brand can only develop in depth, and can not expand in a short time. Many of these brands take the form of direct store, that is, the so-called "single store shopping style", that is, every store should be as eye-catching as possible, occupy a good location, and fight the sales volume of a single store, so as to improve the overall sales performance of the brand.

White collar fashion has opened several flagship stores in the past two years: Sanlitun art space shop, blue harbor visual space store, Huamao future space, etc. each store has its own unique characteristics. However, in the face of the global economic downturn and the depressed environment of China's retail industry, Miao Hongbing told reporters frankly: "we are starting to slow down the pace of starting shops this year. At this time, we need more hard work. "

It is not difficult to find out that Miao Hong bin is a conservative person, but he is also a stubborn person. In the process of brand development, white-collar workers have never gone through the road of mass expansion. In many cases, they even quit a shopping mall because of Miao Hongbing's "spirit". Miao Hongbing explained: "let local brands condescend to the international brands and let us move in a hurry. This situation can not be tolerated." In Miao Hongbing's view, Chinese brands should have more backbone. Although they are not as good as those international brands, they should stick to their own attitude in the process of forbearance. {page_break}

In the high-end women's clothing sales channels, shopping malls always occupy an absolute advantage. Local brands are often at a disadvantage in competing with big international brands, such as failing to get a better position, and the price is much higher than that of the international brand. At the same time, the state has given tax cuts to the introduction of international brands, and has been raising taxes for these small and medium-sized enterprises such as clothing, but also aggravated the development dilemma of local brands in the competition.

Even without competition with big names, the channel itself is the pain of China's apparel industry. The buyer's market determines that the sales place is the boss. It's very difficult to enter a good shopping mall. Your brand needs to be packed well, the sales performance must be good, the floor investment must be bribed, the upper level should be sociable, and the market will not be able to get a good location.

But behind all this, Miao Hongbing still chooses to stick to it and stick to his attitude, which has been running through the development of white collar brand. White-collar workers have always built themselves as high-end women's clothing in China, but they have encountered some doubts in the process of development. Especially when the international brand is in place, many domestic consumers can not agree with the high priced local brands of white collar, but Miao Hongbing insists on this positioning.

Today, even under the overall economic downturn, Miao Hongbing still insists on sticking to his position and prefers to develop slowly, but in no way can he lower his quality or change the original intention of the brand. "At this time, it is particularly important to be good at yourself. We may need to shrink our store opening plan, but we can focus our efforts on the existing stores, so that customers can have a more extreme experience and put the brand idea into our existing store more deeply so as to seek greater development in the existing scale. Miao Hongbing said to reporters about their recent plans.

Gao Yan, Deputy Secretary General of the China clothing association, said: "every clothing brand has its own cycle in the process of rising, which is related to many factors, such as the impact of the big environment, the demand of consumers for such clothing, but in any case, improving the quality of oneself is the most important thing."

　 Take the lead of the public and cultivate the international brand.

Nowadays, for the Chinese clothing brand, there is a consensus among practitioners in the industry: first, we must do a good job of basic skills in order to make a good brand. First of all, China's apparel industry needs to improve itself in terms of talents, technology, operation, theory and so on. However, for a country with a history of brand development for only 20 years, it is obviously not yet mature.

"Brand is built on the basis of culture, because our market is developed based on the west, so in the process of marketization, it also lost cultural confidence. This also leads to the adverse consumption environment faced by Chinese enterprises who are interested in creating brand names. Yang Xilun, chairman and chief architect of CEO brand, said.

And Li Yujie also said: "what we call" high class women's clothing "used to be called" western dress ". We can see that our clothing culture is dominated by foreign culture. In cutting and using materials, it has been used to that way. So if you want to be promoted to an international brand, or even get the recognition of Chinese consumers, you must integrate these cultures. "

However, in the process of brand development, managers often encounter such questions: brand creation sites, location of registered companies, composition of investors, team composition, design style, company attributes, product design, promotion and so on can all introduce internationalized teams and business elements. Is this still called pure Chinese brand?

Li Yujie believes that in brand building, we need to have enough advanced awareness and insight to operate local enterprises and brands in an international perspective. Making a brand strong is the only goal, and a more open international brand is more extensive.

Now, he often buys the design of foreign design companies and integrates his own design features to suit Chinese consumers better. "For brand building, there are three core competencies: design, market price and marketing mode. In terms of price, the same level of clothing in the Chinese market has already been higher than that in the European and American markets. This is well known, while marketing ability is less than that of the big international ones. And the local brand knows the local culture best, so the only way to become the core advantage of brand building is design. Li Yujie said.

White collar fashion also insists on original design from the beginning of its brand building. Today, with its unique design style, it has taken a place in Chinese high-end women's clothing.