How Can Shoes And Clothing Enterprises Be Mass Brands?

Economist Liang Xiaomin recently proposed that China's manufacturing industry should pay attention to two aspects of pformation: first, grasp the core technology, create better products through the core technology and improve our productivity; two, create the brand.

He believes that for the clothing industry, the core technology is not the most critical, because clothing production and production is relatively simple, and China's clothing has actually reached the world's clothing production level.

"Our clothing production has been quite high, but the added value is relatively low, and the main profit is obtained by the owner of the brand.

For example, the BOSS brand T-shirts made in China can sell for 120 US dollars in the US, and the distribution of these 120 dollars is that the seller (who knows the sales channel) gets the 60%%, that is, 72 dollars. The brand owner (the owner of the BOSS brand) takes away the 30%%, leaving only 10%% for the Chinese manufacturing enterprises, and because of the internal competition among Chinese enterprises, even the 10%% is not complete, and the export price of a BOSS shirt is about 8.5 dollars.

Therefore, the lack of brand, our clothing industry is difficult to develop, for our clothing industry, the crucial issue now is to create brand. "

He said.

For brand innovation, Liang Xiaomin believes that products that are popular with people can be designed according to the change of consumption fashions.

First, distinguish between small brands and popular brands.

Niche brands are products that are rarely used by a very small number of people.

The range of niche brands is rather limited, but the added value of the brand itself is quite high.

Volkswagen brand has a certain reputation in the vast number of consumers, or has a very high reputation, and is welcomed by the majority of consumers.

He believes that it is almost impossible for China's clothing industry to take the minority brand line now, because the creation of niche brands needs a period, and the time is not yet ripe.

On the other hand, minority brands need to invest a lot, and the strength of enterprises is not necessarily enough.

More importantly, niche brands are hard to support an enterprise because of their small sales.

Many small brands in the world are affiliated with some large groups. The large group has both minority brands and popular brands. Enterprises can use the money earned by popular brands to feed niche brands.

Liang Xiaomin said that running small brands, if sales are too few, will often encounter difficulties.

"What do we produce?

The goal we should choose is to be a popular brand. We should start with the mass brand, accumulate experience and accumulate funds, and then plan the next step.

On this basis, China's niche brands will also emerge in the future.

But we should start with the mass brand. "

He said.

"How to become a popular brand?

I think there are so many questions that deserve our attention.

First, our popular brand is to be welcomed by consumers. Therefore, this aspect of clothing design is very important.

And the fashion is that the fashion is changing very fast. "

Liang Xiaomin said.