Good Brands Need Profound Cultural Support And Strong Self-Confidence.

< p > in the global a target= "_blank" href= "http://www.91se91.com/" > textile < /a > a target= "_blank" href= "_blank" > clothing > trade > value chain, the Chinese cashmere industry is more playing the role of big cashmere raw material and cashmere products producing country, but there are not many independent brands that we can win.

As we all know, the imitated brand can never talk with the world. A good brand needs profound cultural support and needs strong cultural confidence.

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< p > the content of this questionnaire is more concerned about the cultural fashion of cashmere brand in China's consumer market, so as to understand the cognition and opinions of the industry and ordinary consumers on Chinese cashmere brand.

What is the value of a cashmere sweater? How deep is the culture behind it? How big is the difference between Chinese cashmere brand and international fashion brand? < /p >

< p > through a sampling survey of the industry and ordinary consumers in Beijing, Shanghai, Guangzhou, Nanjing, Hangzhou and other places, it shows that the construction and marketing of brand culture is the short board of China's cashmere industry, which is particularly prominent in the field of serious brand cashmere.

Male respondents account for a large proportion of the respondents. Nowadays, male consumers demand higher and higher demand for cashmere brands.

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< p > survey results show that respondents aged 25 and ~40 accounted for 82% of the total number of consumers. This is a group of consumers who are gradually maturing. They have higher requirements for cashmere from fabric, design, style, color to clothing wear occasions, wearing atmosphere and wearing feeling, and pay more attention to the vivid experience of cashmere products.

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< p > survey shows that the proportion of ordinary consumers (54%) and the industry (46%) is almost the same.

The results show that, first of all, the guarantee of warmth and quality will enable consumers to recognize the brand from the heart.

It is an old Chinese saying: "win the hearts of the people, get the world".

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The competitive advantage of Chinese cashmere brand in the field of fashion is obviously weaker than "a target=" "_blank" href= "http://www.91se91.com/" > designer < /a > brand and cashmere category of fashion brand. On the one hand, most Chinese cashmere brands are still in the single season product stage, functional and seasonality and lack of seriality. On the other hand, although the Chinese cashmere brand has controlled huge capital and market share, they often have beautiful factory buildings, complete assembly lines and skilled workers, but their investment in popular trend and independent innovation ability is obviously not enough.

At present, consumers still have traditional impression and consumption concept on cashmere brand. The domestic cashmere industry needs to be young, fashionable and dynamic. Obviously, cashmere needs to change its face. Enterprises should pay close attention to what products are most needed by consumers, what kind of products consumers can afford, what kind of fashion tastes consumers like best, what kind of brand culture can attract and impress consumers? < /p >

In the process of pformation from single product era to colorful era to big brand era, the core competitiveness of P is built on differentiated and irreplaceable brand culture.

In terms of content, Heng Yuan Xiang, whether "sheep, sheep, sheep" or "cow, ox and cow", belongs to the memory type advertisement, and can only solve the problem of brand recognition by means of convenient memory.

Heng Yuan Xiang has already had a high reputation, but has been repeating its memory symbols to consumers. But consumers do not know much about the brand connotation of Heng Yuan Xiang.

It can be seen that a pure slogan can only enhance brand influence in a short time.

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< p > Fashion is also closely related to entertainment and celebrity celebrities.

In the gradual fashion of cashmere products industry, the spokesperson is the consensus of many cashmere brand communicators. But what type of spokesperson should be used?

Although China's cashmere brand has hired celebrities as spokesmen, the brand influence has been improved, but the most fundamental thing is to do well in brand culture.

Nature, color, material, craft, sex, taste, style, personality...

There is no need for serious consideration and careful consideration of the elements and requirements of the cashmere fashion brand.

Product design, product line expansion, etc., the importance of designers can not be ignored.

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< p > survey results show that the designers and consumers in the industry know little about cashmere products designers.

One problem that can easily arise from a single category brand is that its products can easily become a functional product in some aspect. It is easy for consumers to have such associations in the terminal market. The first thing that comes to mind is the warmth of winter, rather than a culture, a style, or even an identity.

The cultivation of cultural connotation can be regarded as an important task for the future development of China's cashmere brand. It is not just a hot topic. The Chinese cashmere leading enterprise has the responsibility to find a way out for the Chinese cashmere industry, cultivate high-end brands with international influence and participate in the competition in the international market.

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