How Can The Branding Of Leather Become Difficult?

< p > 1981, the US magazine launched the theme of "Fur For All Seasons (every season has fur)", and fashion "devil's head" Anna Wintour pushed leather grass a href= "http://www.91se91.com/" target= "_blank" > clothing "/a" in fashion circles.

From fur coat to fur shawl, from fur collar to fur handbag, fur has begun to add a lot of "fashion connotation" besides "showing off wealth and good tools", and it is more and more popular among consumers.

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< p > however, the serious dislocation of fur consumption development is the growth of fur brands.

With the fur coming down the altar to ordinary people's homes, the fur industry has failed to produce "fur" which is familiar to the world.

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< p > "I think the fur industry is far from brand, but only goods."

Apart from FENDI (Fendi), there are few brands that can be heard in the world, let alone the Chinese market.

On the current fur industry status, a fur business official told reporters, for them, fur is more divided by region and country. The difference between fur is nothing more than European goods or Turkey goods, Russian goods or Chinese goods.

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< p > indeed, there are few strong brands in China's fur industry today. People's consumption of fur is mainly based on their pursuit of value, and their awareness of brand consumption is relatively weak.

Why is the way of fur making brand difficult? < /p >

< p > < strong > congenital deficiency < /strong > < /p >

< p > "fur is different from men's dress, it is seasonally dressed.

Therefore, this has caused certain restrictions on the development of fur brands.

In the view of Li Zongyin, general manager of Xue Fei Fur Fashion Co. Ltd., the restriction of seasonal factors has led to the "congenital deficiency" of fur brands.

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P > seasonal factors do have certain limitations on fur development in the time dimension, but it is by no means the only factor leading to the development of fur brands.

Because the same as seasonal clothing products down garment industry has been born Bosideng, Yalu, duck and other famous brands.

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< p >, what is the cause of the delayed development of fur industry in addition to time constraints? < /p >

< p > "now the best fur materials come from the" four big lines "of the international fur auction, but the four lines of the annual sale of fur, besides the amount limit, the price is relatively high, which leads to the rising cost of our raw materials.

For the industry situation, Ma Lirong, general manager of Beijing Hui te FA fur Co., Ltd. also said helplessly, "there is no way to do this because the quality of Chinese fur is far from the quality of foreign countries."

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< p > first, because of the climate and geographical environment of China, it is not suitable for animal growth such as marten.

For fur animals, high latitudes with high altitude and cold climate are suitable for their growth.

Secondly, to produce high-quality fur, the requirements for animal growth environment are also very strict.

Among them, good ecological environment is very important, such as high quality water sources, high quality air, etc., which directly determine the growth form of animals.

Thirdly, there is still a considerable gap between China's current aquaculture environment and technology level.

Ma Lirong told reporters that in Europe's advanced farms, animals like mink have independent growth space to avoid animals fighting because they fight each other, because even a tiny flaw can lead to a great loss of fur grade.

At the same time, foreign advanced farms will also have strict control over the daily diet of animals and even the amount of food they eat. Such a high standard of "food and clothing" will naturally lay a solid foundation for fur production of high quality products.

All these are difficult for Chinese enterprises to achieve.

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< p > < strong > lack of growth < /strong > < /p >

Besides P deficiency, style and design have become obstacles to brand growth.

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< p > "in addition to the quality of fur, style and design have become an important factor in whether fur clothing can be recognized by the market."

Chen Zengchao, general manager of Hai Lan Garments Co., Ltd., the change in fur market is closely related to the pformation of domestic consumption in recent years.

At present, fur consumption is becoming more and more popular in the local market, and the consumption trend of younger age is increasingly showing.

For young people, their focus is on style and design.

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< p > in the face of consumers' demand for fur, China's fur brand has left itself enough room for improvement.

During the period of CHIC2013, when reporters visited many fur stands, they found that fur clothing still failed to get out of the strange circle of homogenization.

Many leather fur brands also admit that the Chinese fur clothing is lack of innovation in design, and there is still a certain gap with foreign enterprises.

In this regard, there are enterprises engaged in Japan and South Korea "a href=" http://www.91se91.com/ "target=" _blank "designer" /a "to enhance the level of fur design.

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< p > but Ma Lirong, general manager of Hui te FA fur Co. Ltd., thinks that the deficiency of fur design is quite related to the properties of fur.

"The high value of fur itself determines the high cost of design trial and error, which determines that the fur enterprises are mainly conservative in design and lack of motivation for design innovation.

In addition, because the properties of different fur are different, how to highlight the smart luster of fur is also a great challenge for designers.

It not only requires designers to be familiar with the material properties they design, but also requires them to design the board according to the hairy trend of fur, so as to highlight the sense of movement of fur.

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< p > it is regrettable that China lacks such experienced fur design talents at present.

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< p > "at present, although clothing design major is quite common in major universities, there are few colleges with fur design major."

Sui Fang, the design director of Siqi home fur fashion limited, told reporters that although the design is all analogy, fur design still has its particularity, because it requires designers to have a high degree of familiarity with the properties of raw materials.

Therefore, for most fur enterprises, their design talents are mainly self training.

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< p > < strong > breaking through for survival > /strong > /p >

< p > although fur road's brand is restricted by various factors, it is a bottleneck for development, but it is also a hidden opportunity for many fur enterprises.

The lack of strong brand environment has created a good growth space for brand new students, and many fur enterprises are also committed to breaking through to survive.

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< p > for this purpose, we invite Korean designers to control the design and strive to be close to the market and keep up with the trend.

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< p > "the best selling item in the last two years is the clothing of neutral wind. We have also developed a series of neutral wind fur clothing for this trend. The market response is very good."

Chen Zengchao told reporters.

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< p > at the same time, the Siqi home Fur Fashion Co. Ltd. takes differentiation as the core strategy of the company.

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< p > "25~45 year old" crowd is the main force of fur consumption at present. When they consume, they are very particular about the individuation and differentiation of products.

In addition to the rich products, we are also constantly working on the details and elements.

We strive to diversify the use of materials and introduce some mixed patterns.

Sui Fang told reporters that in recent years, the family of Siqi has applied the special leather as the focus of its design and research, so as to train its internal strength in product differentiation.

In this regard, Siqi home has launched a special leather clothing such as tiger, in order to cater to the market's personality needs.

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< p > the importance of design and differentiation strategy to fur is self-evident, but in the view of Sun Yingli, President of Hui te FA fur Co. Ltd., the driving force for the overall improvement of enterprises lies in the cultivation of talents.

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< p > "talents are the foundation of enterprises. We have always placed human culture in the first place.

In order to better understand the characteristics and properties of the raw materials, the company will organize designers to go to Europe and other prairie habitats to observe the daily life forms of fur animals such as Martens and see how they turn around and run, so as to inspire designers' inspiration so that they can show the beauty of fur in design.

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The construction of < p > a href= "http://www.91se91.com/news/index_s.asp" > brand < /a > can not be accomplished overnight, but if we can achieve the ultimate goal of "goods", we believe that the brand of Chinese fur will not be too far away.

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