Chinese Garment Enterprises Must Have Their Own Way Of Operation.

　　 clothing Brand management is mainly divided into brand strategy management and brand strategy management. In the process of brand management, modern domestic clothing enterprises mostly adopt brand management tactics management, then gradually turn to management strategy management. In this process, enterprises are becoming more and more aware of the weakness of single brand management. The development of Chinese garment enterprises is divided into three stages.

The first stage, from the beginning of 80s to the middle of 90s, is China. Clothing enterprise Initial capital accumulation period. In this period, the market has no requirement for the quality, taste, style and gold content of the garment, so long as it caters to the basic requirements of consumers and meets the demand of the market, it can completely open the market. However, such operation has resulted in oversupply and overproduction. So at this stage, China can not talk about the concept of brand at all.

The second stage, from the middle of 90s to the end of 90s, with the increasingly fierce market competition and the growing maturity of consumer psychology, enterprises began to pay attention to the quality of products, and at the same time, the quality, design and packaging of products also increased. This marks a big step for Chinese clothing enterprises to brand management, but even this period can not be called brand management.

The third stage, entering the early twenty-first Century, is now. brand The attraction and influence of consumers has become the most popular and important issue nowadays. Enterprises realize that the image of products and products alone is far from enough to impress consumers. Brand culture, brand concept and emotional communication have gradually infiltrated into the enterprise and brought another spring to the garment industry. We know that advertising only creates brand awareness, and popularity does not mean recognition. So how to enhance brand awareness in the minds of consumers? This is a very important factor in brand management. It is also the mission of enterprises at this stage.

The successful business philosophy and strategic management mode of foreign enterprises indeed play a positive role in helping Chinese enterprises. Because of different national conditions, these experiences can only be used as reference, and can not be copied or used too much. Blindly importing will backfire and seriously damage the brand. China is a country with distinct personality and characteristics. This determines that Chinese clothing enterprises must go out of their own. Management Road. Only in this way can we successfully compete with international brands. This road is full of twists and turns. One billion and three hundred million of China's population, two hundred million of the mainstream market, and one billion and one hundred million of the mainstream. Faced with such a huge difference, how can enterprises choose their own position? As we all know, currently in China, Jiangsu, Zhejiang, Shanghai, Guangdong and Fujian are the main market of clothing. Obvious geographical pattern, capital advantage and cost advantage have opened the boundaries of brand boundaries. The regional brand management route will be more and more obvious in the next competition. For example, although the starting point of Fujian garment enterprises is relatively low, most exports are sold to Middle East and Eastern European countries with low quality and taste, but they have mature industrial chains and perfect industrial structure. With the continuous improvement of the environment, Beijing, Shanghai and Guangzhou are constantly improving their tax policies and workers' labor and welfare benefits, resulting in an increase in labor costs. Compared with Fujian, Fujian has unique advantages in manpower, material resources and financial resources. Therefore, in combination with its local characteristics, Fujian's clothing enterprises have chosen two or three or four cities to serve themselves, that is, the non mainstream market, serving most consumers. Similarly, Jiangsu Hangzhou's women's wear design is fresh, bright and cheap. Enterprises have also fully realized and grasped their own geographical characteristics. They also focus on the two or three and four markets when choosing a city. This makes the women's clothing of Shanghai, Guangzhou and Shenzhen in the mainstream market feel obvious pressure on the cost disadvantage. Of course, the advantages now do not represent the advantages of the future. The advantages of enterprises in Fujian, Jiangsu and Zhejiang are supported and decided by the local government. Their next task is to cultivate their own internal strength, constantly learn and improve the brand management level to maintain their competitive position in the industry.

China's most successful enterprises have broken through 1000 stores. Before they occupied the market entirely by the way of large quantities of goods, and in today's brand management, they feel more and more difficult to improve their performance through this way. This is the inevitable result of competition between products and market. There are two kinds of enterprises in market competition. First, scale operation, expand brand awareness and increase market share. Second, improve the quality of single store output, pursue high profits and maintain the sustained growth of brands. The single brand's fatigue and inaction forced the enterprises to choose the multi brand line. Nevertheless, most enterprises still consider from the perspective of market share. Therefore, in recent years, it is difficult for Chinese enterprises to reach the level of brand leadership and market leading enterprises. At present, Chinese enterprises choose the brand tactical management is rational, not to go too fast, can only advance one step, and must not exceed the two step ahead.