Fashion Brand Cooperation Attracts More And More Popular Brands.

The international luxury brands are encountering Waterloo in the domestic market. In the Red Sea, the international fashion brands are beginning to riveted their efforts in the domestic market. The US fashion brand MICHEL KLEIN has doubled its profits in the new financial report, Coach has changed its store image and Asia has gone ahead. The Cambridge pack has taken the lead in the Wahaha Group to enter the Chinese market. It is too early for the international fashion brands to make such efforts to turn the tide in the domestic market. However, the ambition of its market share has disappeared.

　 Fashion brand cooperation leads controversy

According to foreign media reports, Julie Deane, founder of the British Cambridge bag, recently discussed with Zong Qinghou, chairman of the famous beverage brand Wahaha Group, how to expand the distribution channels of the domestic market. Besides wanting to get the distribution rights of Cambridge package in China, Zong Qinghou also invited him to enter Wah ha's shopping mall in Europe.

Not only Zong Qinghou has shown great enthusiasm for this cooperation, Julie Deane has publicly told the media that "Wahaha knows a lot about the domestic market, and the accumulation of these experiences comes from independent operation, which is more attractive to us than simple investment companies".

However, Zhou Ting, President of the Institute of quality and quality research, believes that international fashion brands should enter the Chinese market with partners with platform advantages, including channel advantages, communication advantages and high consumer stickiness partners.

　　 Popular brand is more popular.

Looking at the domestic fashion market from the end of last year to the present, some people are glad that some people are worried. Cartire, Audemars Pigeut and other luxury luxury stores, Coach has ushered in a high-profile brand transformation plan. At the same time, when the performance of the super fashion group such as Li Feng and Louis Weedon slowed down, the American fashion brand MICHEL KLEIN's new quarter financial results doubled.

In this regard, the industry said that before the development of fashion brands in China more or less blocked by big cards, this phenomenon is particularly prominent in the first tier cities. With the introduction of relevant policies, consumers' increasingly rational consumption concept and the combined effects of internal and external conditions, the domestic luxury market will grow faster, and more consumers will pay more attention to the fashion brand of the price and the people.

　　 Brand communication should be high end.

The domestic fashion market is thriving, but whether the new brand can quickly occupy the market, the old brand keeps its performance up, which is unknown to everyone.

At present, the positioning of some fashion brands is not clear, and the positioning of the consumers is not accurate. Without market research, the positioning of the fashionable young people is completely, and the result is high and low, which greatly reduces the brand value. At the same time, brand awareness and brand value management capabilities are not in place, often brand awareness has improved, but the brand value has come down.

However, fashionable brands that are well done abroad are not necessarily suitable for Chinese people, nor are they necessarily done well in China. Zhou Ting believes that China is an emerging market country, the consumer market continues to upgrade, consumer psychology is not mature and complex, and has a certain resonance to the so-called design elements abroad.

The director of the domestic marketing department of an international fashion brand said that the market can be popularized, but the brand communication should be high-end. The two are not contradictory, but if they are confused, they may be abandoned by consumers.