Do Good Clothing Brand Marketing To Keep The Industry Evergreen.

More than 20 years ago, Simon, a famous German management thinker, put forward "

The most notable characteristics of these "invisible champions" are: they focus on a certain subdivision area and continue to carry out technological and non-technical innovation; they have absolute market share in their own field, and their products, services and sales are excellent; the clothing industry has a high reputation but a low social reputation; globalization is the driving force for its sustainable development without diversifying.

Nowadays, such "invisible champions" exist in China's clothing and apparel industry. They are mostly private manufacturing enterprises. The annual sales volume is generally not more than one billion yuan.

Their position in the niche market can not be shaken, and is an important cornerstone of national economy and international trade.

In the process of planning and serving the invisible champions in the domestic apparel industry, these invisible champions are often developed by the foundry enterprises. Although many enterprises have already embarked on the path of developing their own brands, the inertia of thinking in the foundry period will always affect their brand building and dissemination ideas. Most entrepreneurs believe that clothing brands do not need to spend much effort to brand building and dissemination like consumer goods, and have already been leading in the apparel industry, which has made these enterprises pay more attention to brand building and dissemination.

In fact, clothing products have developed from the stage of product competition to the stage of brand competition.

At this stage, the product life cycle is greatly shortened, and customers' choice of products is changed from simple quality, price and other factors to a comprehensive consideration based on various factors such as quality, service and value. This fundamental change makes the "invisible champion" who used to focus on product, production, research and development and sales face unprecedented challenges. It has to re-examine the enterprise development mode, implement the branding strategy, extend the product life cycle by establishing the brand commanding height, and maintain and strengthen the position of the champion in the apparel industry.

In addition, Chinese clothing

In the process of globalization, invisible champions urgently need strong corporate brand as support.

As Simon explained, "invisible champions" tend to focus on a specific subdivision, and globalization is the engine of their sustainable development.

In a subdivision field, these "invisible champions" have absolute leadership in the local market. If we want to get more room for development, we must take the road of globalization and seek greater market share in the global market.

The globalization of "invisible champions" is actually the way of its brand internationalization.

Without a strong brand as its support, its global brand strategy can only be an armchair strategist.

Identify competitive advantages and identify brand positioning.

The foundation of all brand building and dissemination is the competitive advantage of enterprises.

Without the support of competitive advantage, brand building is just a castle in the air, or just a beautiful soap bubble, which can be disillusioned in an instant.

It is a pity that many enterprises talk about brand and brand, but ignore the combination of competitive advantage.

"Invisible champions" often have obvious competitive advantages, either based on technological innovation, or based on unique service models, or based on lean production. Undoubtedly, these competitive advantages are the reasons for the achievement of "invisible champions".

But it is not easy to accurately extract and express competitive advantages.

Competitive advantage should be seen in the big pattern of the apparel industry and the market. You think your advantages are meaningless if the customers do not think this is the advantage.

After finding the competitive advantage, we must carry out the brand positioning work on this basis.

This work calls for an analysis of the brand development trend of the clothing industry, an understanding of the competitive brand building and development strategy, and a clear understanding of its own construction.

Opportunity points.

Here we can use SWTO analysis or strategy analysis tools in Golden Triangle.