The Fake Foreign Brand Went To The Edge Of The Cliff, And The Domestic Traditional Clothing Brand Fell.

As the largest in the world clothing In China, the local garment industry is facing a huge crisis.

Under the influence of global economic integration, trade between countries has been "moving all over the body". China is a famous manufacturing factory in the world, and made in China (made in China) is in every field of the world. In the first half of 2012, the total inventory of 42 domestic clothing companies reached 43 billion 800 million yuan, and the accumulated inventory could be sold for 3 years.

After the peak of the 90s of last century, today China garment industry Scenery no longer. Global consumption is weak and exports are blocked; the domestic market, young consumers are the dominant force, while the attractiveness of local brands continues to decrease.

The virtual foreign brand goes to the edge of the cliff.

In the early days of reform and opening up, the trend of China's garment market was once tight. Many local clothing companies take the virtual foreign brand route, and most of them earn a lot of money. YOUNGOR, which is the foundry of foundry, is the best among them. In 1979, the "youth garment factory" was the predecessor of YOUNGOR. During the brand growth period, the "youth garment factory" with local flavor was transformed into a YOUNGOR with an international standard. After more than 30 years of development, the garment factory has become a listed company with tens of thousands of employees. The virtual foreign brand line is a good medicine in the age of information blocking.

The specific age will form the product of a specific route and era, and the Chinese brand under the banner of the world will reveal itself today. Gradually 80% of the main consumer groups of the community, 90 after the application of the Internet is very familiar with the way, young people get more and more diversified ways of information, for clothing brand origin and origin is more and more familiar, the virtual foreign brands earn money for young consumers is more and more difficult.

By the influence of Europe and America, Japan and Japan, after 70 - 90 after choosing clothing, they prefer foreign brands to Chinese brands. Consumers who have certain economic strength will choose some big international cards. This is the function of brand value added, and it is also a manifestation of status for consumers. The mass consumer group will choose some foreign fashion brands that highlight individuality and keep up with the trend. For example, H&M and ZARA are recognized and loved by many young people.

The rapidly growing young consumer groups have become family spokesmen and opinion leaders. Some of their views and aesthetic tastes have a certain impact on their elders. In addition, the overall aesthetic trend of the society is increasingly in line with international standards. After 40, the mature consumer groups after -60 want to keep up with the trend of the times and regain their youth.

In the world today, the virtual foreign brand line is no longer applicable to today's clothing industry. The smarter consumers have made a pair of Sun Wukong's eyes. The local brand with the skin will be easily returned to the original form.

Old clothing brand sink

Faced with the massive invasion of foreign clothing brands, the old local brands which had been popular for a long time have already fallen into enemy hands. Many old brands have been complacent and do not think ahead, and hide their fears. Most of them are on the verge of death. Many of the local brands that grew up after the 1980s face sluggish sales and high inventories. Those fashionable brands that used to be frugal and unable to afford to buy for one month have now sold more than ten yuan of Chinese cabbage prices. From the price, we can see the plight of these brands, and their performance shows a negative growth trend.

The changing social fashion has changed the aesthetic orientation of consumers. Guo Moruo said: clothing is the representation of culture, and clothing is the image of thought. The wheel of time never stops. The end of an era means the opening of another era. In the early days of the founding of the people's Congress, men were proud of wearing Chinese tunic suits. Nowadays, even in remote rural areas, it is difficult to see the performance of Chinese tunic suits, instead of a parade of suits and jackets in all walks of life.

Can I ask where is the way?

Facing difficulties is the beginning of hope. People will have a way out when they are confident. Chinese clothing brands should rebuild their confidence and look for new directions. Some clothing brands in Japan and South Korea are popular with consumers because of their brand personality. We may as well take their essence and discard their dross to learn their success from Korean and Japanese brands.

Japan's famous leisure brand UNIQLO, brand adhere to modern, simple and natural, advocated by the concept of "joker" is more familiar to consumers, become the world Clothes & Accessories The outstanding brand of the retail industry; the Lssey Miyake brand highlights the distinctive national characteristics of Japan, rooted in the national concepts, customs and values of Japan, and is a high-end clothing brand that will inherit and develop the Japanese national culture.

EXR is a well-known sports brand in Korea. The brand combines sports and fashion with fashion elements and is positioned as a casual sportswear. EXR's initial entry into the market is excellent, and some Korean celebrities are also loyal fans of EXR. Although EXR has made a fledgling debut, it has made a great leap forward in the world. The price has been pressing on the international first-line sports brands such as ADI and Nike.

In the final analysis, the crux of China's clothing brand lies in upgrading its own culture. Whether it's a major brand in Europe or America, or some personality style brand in Japan and Korea, its brand is backed by the internal driving force of national culture.

When China is increasingly respected, Chinese values and lifestyles are also respected. At that time, China's clothing brands will also be able to return to life.