Domestic Clothing: Brand Positioning Dilemma, Confusion

Domestic brand

In addition to the global economic downturn, positioning embarrassment is also one of the important reasons. China's garment industry veteran analyst Wang Qian said, "the high-end can't catch up with the big brands abroad, and the low-priced prices will not be built by Shanzhai small factories."

Due to the increase in manpower costs over the past two years,

It is also advancing rapidly. The price of the original brand clothing is 3 times the cost, but now the price of the factory's tag 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 neither side,

In the impact of the international fast fashion brand, almost all of the brands were sold out, and the sales and sales ratio of Chinese brand clothing was between 60% and 70%. This is already a higher level. The difference is almost 40%, while the sales and sales ratio of H&M and ZARA is 85%, and there is almost no inventory pressure.