How To Break Through And Integrate Chinese Clothing Brands?

Some people say that the symbol of a country's economic development and the embodiment of its overall quality depend on how many famous brands the country possesses.

But in such a prosperous country, there are few famous brands in the world.

The brand is even more rare.

When the country is increasingly advocating accelerating the development of more world-class enterprises and world-class brands, Chinese brands begin to work hard in terms of quality, efficiency, competitiveness, pformation and upgrading.

At the Sixth China brand Festival clothing Summit Forum, a dialogue on how to break through and integrate Chinese clothing brands has sparked more wisdom.

China's clothing enterprises from original OEM to independent innovation to create a brand, many hardships in the journey are unknown.

Nowadays, as the brand grows bigger and stronger, Chinese clothing brands already have the strength to enter the international market.

In this process, how to break through many brands, how to integrate with foreign cultures and create new culture are all the clothing brands must face.

Grasp core technology and make brand

"I just came back from London. The biggest feeling in London is that Chinese clothing brands have a sense of superiority.

Taking Anta as an example, the Chinese delegation won 38 gold medals. When the flag was raised 38 times, the champion was awarded the award in Anta's "dragon suit". Hundreds of millions of people saw that the advertising effect could not even be spent at 10 billion yuan.

In addition, many Chinese sports brands have appeared in the Olympic Games. This is the breakthrough of Chinese brands around the world, and the opportunity to seize them is success.

Pang Xiaozhong, director of the Institute of sports science of the State General Administration of sport, returned from London in August 8th. He recalled that he had been very impressed by what he saw in London for several days.

He affirmed the success of China's clothing brand, but at the same time said that the integration of Chinese clothing and world culture is still lacking.

"If Chinese clothing brands do not understand the purpose and concept of foreigners' clothing, they will not sell very high prices in foreign markets.

Therefore, the integration of the international market is very important.

What is lacking in China's apparel industry on the international stage? In terms of sportswear, the most lack of brand and core technology.

Pang Xiaozhong said that once the core of the sports brand can not be reflected, it is difficult to achieve the breakthrough of the brand.

"It can be seen that the British do not want to make clothes. Why? They are so troublesome that they are less profitable.

At this time, Chinese clothing brands have many advantages. If coupled with the active research of core technologies, the Chinese clothing brand with high technology content will become the boss after many years, so brand and core technology are the two swords that every entrepreneur should firmly grasp.

In China, many enterprises that make children's shoes and clothing have technical difficulties. If they want to achieve breakout and integration, it is necessary to pay more research and development efforts than adult clothing enterprises. Pang Xiaozhong also expressed concern about this.

In fact, children's shoes and shoes have attracted much attention in European countries.

There, if adult shoes can sell for 300 yuan, then children's shoes will exceed 300 yuan.

Many parents are concerned about whether the product is safe and whether it can promote children's growth and development when they buy shoes for their children. However, the research on children's shoes in China's children's shoes enterprises is far from enough.

Pang Xiaozhong said in Japan

The factory's certification is much more complicated than that of an adult shoe factory.

And the most important thing in children's shoes is the embodiment of technology value.

"As the head of children's shoes enterprises, we must let parents know how much research and experimentation the brand has done, how to keep the children from running and how to promote their bone development.

Only by making these technology ideas thorough, can we increase the added value of the products, and parents will pay more than 100 yuan to buy such shoes.

Pang Xiaozhong repeatedly stressed that enterprises should have core technology, while Zhang Bingliang, general manager of former Shanghai clothing company and Zhang Bingliang, a strategic consultant of La Natsu Bell clothing company, paid more attention to how the brand gets the loyalty of consumers when it comes to breakout and integration.

{page_break}

Seize the loyalty of consumers

"Every country has its own characteristics, and each country's brand is closely related to its national culture.

France loves romance, Germany speaks of high quality, and the United States highlights innovation. Then China? It seems that Chinese products have no special selling points to be impressive, so how to maintain consumer loyalty to Chinese brands? Loyalty does not depend on marketing and brand communication, but really depends on the product itself, on the quality, quality and character of the product. "

Zhang Bingliang talked about the maintenance of brand loyalty.

"Remember when I first arrived in Shanghai in 1998, Kodak was everywhere, but now Kodak is no longer there. In fact, there are many brands like Kodak, and the biggest reason for not maintaining the majority of consumers is not communicating well with consumers.

In the past, most brands would ask the image spokesperson to advertise in the CCTV or to recruit the chamber of Commerce.

But if we do this now, consumers may not agree with the brand, nor will we continue to consume the brand.

I have communicated with the elite of many brand marketing in China. I asked them if they would buy their products and continue to consume their products without discount. If so, then the brand will have vitality; if not, even the employees of our company can not maintain loyalty and do not agree with our products, then how can the unfamiliar consumers agree with your company's products and produce loyalty to the products?

Zhang Bingliang's words are not unreasonable, and it is a good idea to investigate brand loyalty from the perspective of employees.

Many brands have investigated whether their products will buy two purchases after the purchase. But actually, the employees of the company also represent consumers at many levels. A comprehensive survey of the employees of the company can also measure brand loyalty.

"The main consumer groups of clothing brands in the future are between 30 and 40 years old, that is now the so-called 70 and post-80s groups. Therefore, the brand should focus on the consumption needs of this group, so as to achieve the breakout and integration of brands."

Advertise to Chinese people in foreign countries

Leon has experienced the climax of Fujian in the late 90s of last century, and has experienced the backlog of warehouse inventory and the complete breakdown of capital chain. It was once predicted by big newspapers in Fujian as a big ship to sink.

Today, Li Lang still has the honor of famous brands, and is also gradually heading for the international market.

Li's sentence is simple and not easy, so many people can speak it out.

But Li's style of continuity is also due to the occasional idea of Wang Liangxing, the former president.

"On one occasion, Wang had unwittingly discovered that" business Tong "was very interesting, and decided that business people would become the mainstream of consumption in the future. So he began to pform into a business man's clothing, and just because he insisted on doing business men's clothing, he developed from more than 300 stores in 2009 to more than 3000 stores now, and gradually reclaimed the international market.

When he entered the international market, he realized that the Chinese elements were brought into the international style. So in 2007, he had the Terracotta Army concept of the Lai Lang fashion show. That year was also China's first men's clothing on the Milan fashion week.

Shen Li, deputy general manager of Li Lang (China) Co., can not help but sigh when he recalls the years he has gone through.

From the fashion week of Milan, Li Lang began to realize the importance of Chinese elements. In Shen Li's memory, in 2008, he also walked into Tokyo fashion week with the same concept, and also achieved very good results.

Since then, Li Lang has started playing an advertising billboard.

From the earliest "simple but not simple" to the 2009, "the world is boundless and the mind is content", it has achieved very good results.

"When Li Lang appeared in the Thailand airport and Ginza in Japan, 70% of the Chinese people saw that they had a sense of being in a foreign country.

At that time, a lot of people asked me if I was going to open a shop in foreign countries. Actually, it is not that we advertise more for the sake of the Chinese people in foreign countries. This is the marketing tool of Li Lang. "

Shen Li admits that the cost of advertising in Thailand and Tokyo is lower than that in Hongqiao airport, Shanghai.

Many Chinese people will see their products and advertisements abroad. They will publicize the international development potential of the company, which will promote the sales of the company in the domestic market.

Next to the advertisement in Tokyo is Haier's advertisement.

This is one of our means in product innovation. Innovation is technology, but also includes innovation in art and culture.

A breakthrough in breakout and integration.