The Embarrassment Of Domestic Clothing Brand Positioning Is Not Enough.

domestic brand clothing The industry is in a predicament. Apart from the global economic downturn, positioning embarrassment is also one of the important reasons.

Because of the increase in human cost in the past two years, the price of clothing has also been leaps and bounds. Brand clothing The factory's tag price is 3 times the cost, but now the price tag for the factory has increased to 7~10 times. "This means that the domestic price of the original price of 300 yuan ~400 yuan, now priced at 1000 yuan ~2000 yuan, which is almost the price level of mid-range international brands." Wang Qian said.

The price has been in line with the international standards, but the added value of domestic products is not high, and it is still lagging behind in many aspects such as design, development and operation. Moreover, because brand awareness is not as good as foreign brands, it is also in a bad position in the channel. For example, in order to introduce CK, north face, Columbia, GUESS and other brands, the department stores and companies will make more profits. The discount points are only in single digits, while domestic brands are almost in two figures, and some high even go to 30% to 40%. "It almost squeezed the profit margins of branded garments," Wang said.

In the background of two heads, domestic brands are in the international market. Fast fashion The impact of the brand is almost complete, China. brand Clothes & Accessories The ratio between production and sales is between 60% and 70%, which is already a higher level. The difference is almost 40%, while the H&M and ZARA have a production and sales ratio of 85%, almost no inventory pressure.