Chinese And Foreign Brands "Swap" High Price, Easy To Go High-End Difficult.

< p > in this list, Amancio Ortega, chairman of Inditex group, jumped to third place, replacing Buffett in the top three of the list of rich people.

In addition, Ortega became the most profitable millionaire in the year with the increase of US $19 billion 500 million in assets.

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At the same time, the same attention has been given to Liu Jing Zheng, chairman of Japan's news and distribution group, who has become the richest person in Japan with assets of 13 billion 300 million US $p.

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< p > although the market announces the glorious future of parity clothing, local brands have repeatedly positioned themselves in the high-end pformation in recent years.

This leads us to ponder over what is more "cheap" for high-end clothing and high-end clothing? < /p >

< p > < strong > Chinese and foreign brand "swap" value less than /strong > /p >

< p > in recent years, with the pformation of China made calls, Chinese clothing brands have started to rise in price surges.

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< p > according to the statistics of National Bureau of statistics, in January 2012 ~12, the retail price of clothing continued to rise in the past, reaching a 3.3% increase.

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< p > "in recent years, the cost of clothing enterprises is rising, which also makes the profit margins of enterprises continue to be squeezed.

In order to continue to ensure the profitability of enterprises, many brands try to raise their prices by raising brand positioning.

Liu Wei Wen, director and deputy general manager of JEANSWEST International (Hongkong) Limited, said that the current price of clothing is generally rising.

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< p > the practice of raising the price of Chinese clothing brand is different. In recent years, a large number of foreign brands that have made a breakthrough in the Chinese market have changed the image of the past high prices and attracted a large number of consumers through the low price strategy.

Among them, FOREVER21, which was stationed in China last year, is a typical one.

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< p > FOREVER21 has always been a fast fashion company with parity.

Unlike some foreign brands, there are other price strategies inside and outside China, which have also maintained a low price in China.

Last year, the brand even launched 49 yuan jeans series products, the "price kill" one vote domestic brand.

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< p > low price quick sale strategy also let FOREVER21 gather many fans in a short time.

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< p > "my favorite brand now is FOREVER21, not only fashionable and fashionable, but its price can even be compared to the" zoo ".

Wang Jie, who is in charge of a company's management, told reporters that she has rarely bought clothes in the domestic women's clothing counters, because the style is slightly more beautiful and it will cost thousands of yuan.

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< p > but can local brands achieve the high-end pformation of brands through the promotion of prices? < /p >

< p > according to the relevant data, the retail sales of Chinese clothing in 2012, though the actual growth rate was 13.9% over the same period, is the lowest increase in the past ten years.

The market does not buy the high price turn of local brands.

But the gap between ideal and reality has not stopped the idea of Chinese clothing enterprises marching towards high-end brands.

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< p > at the CHIC 2013 exhibition, when the reporters visited the exhibition hall, it was found that when most brands talked about their self positioning, they took the position of high-end as their position, for fear that the involvement of cheap clothing would damage their brand image.

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The price tag of "P > elevation product is easy, but it is not easy to really realize the high-end pformation.

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< p > < strong > high price easy to run high-end difficult < /strong > /p >

< p > for many brands eager for high-end market, Wang Lan, manager of the Promotion Department of ollenon group, is not optimistic.

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< p > "the more high-end market, the harder the brand is."

For underwear brands, it is difficult to achieve high end without a certain market and historical accumulation.

Moreover, the high-end high-end market is mostly monopolized by several enterprises, and the brand loyalty of high-end consumer groups is relatively high.

Therefore, it is not so easy to enter the high-end market, not simply by raising the price can be recognized by the market.

Wang Lan said.

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Liu Weiwen also agrees with this view P.

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< p > "under the pressure of cost, many brands turn to high-end by raising prices.

But in the end, the market does not buy it.

Liu Weiwen told reporters that many enterprises could only sell products through discounts, promotions and so on after the price hike was hindered. However, this practice is no less than two injury to the brand, which will not only lead to the loss of the original customers of the brand, but also the new customers have no corresponding recognition and loyalty to the brand.

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At the same time, at the same time, the high-end pricing may not be able to change the corresponding growth of the overall brand turnover of the brand.

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< p > Xu Xiaochun, director of Shanghai Lei Bao Garments Co., Ltd., told reporters that if the brand is not allowed to raise the price of the market, even if the sales profit of the single garment has been improved, the overall sales volume will inevitably decrease, which will eventually affect the overall profit of the brand.

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< p > for many fashion enterprises blindly demanding high-end pformation, Liu Yong, China's top ten designer with many years of experience in brand operation, told reporters that this is mainly due to the lack of rational and objective understanding of the enterprise.

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< p > "many enterprises just want to be high-end market, but in fact, they do not reach the level of high-end brands in terms of quality, design, marketing and until the whole brand image, and their inherent product positioning is not suitable for high-end market."

Liu Yong said.

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< p > with the development of consumers' rational consumption concept, their consumption habits are changing.

In the age of "LOGO is dead", the high-end market is also not easy.

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The first quarter financial statements released by LV and Gucci showed that the overall sales volume of the two luxury brands increased by a year earlier than that of the previous year. < p >

Facing the increasingly rational consumption concept of consumers, high-end brands are also seeking to break through.

Therefore, it is not necessarily a good time for Chinese brands to enter the high-end industry.

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< p > "in fact, different prices of clothing have their own audience and consumer groups, with their own development space.

The market will play an objective role in regulating brand positioning and development. Brand positioning can not be changed arbitrarily with the wishes of the enterprise.

Liu Yong told reporters that not everyone will buy high-end brands, but almost all of the basic price clothing products will be bought.

Therefore, in his view, parity products will have great room for development in the future.

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< p > < strong > precise positioning is the key to < /strong > < /p >.

< p > "we have done a survey of Ralph Lauren and SANTA BARBARA POLO & RACQUET CLUB, and found that the sales volume of the discount products is better than those of brightly colored and fashionable products, but the basic ones."

In Liu Yong's view, the market demand for basic funds has provided great room for growth of parity clothing.

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"P" and UNIQLO seized this opportunity.

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< p > "UNIQLO has insisted on making basic funds for many years.

In its 20 years of brand development, it has been sticking to its quality.

Through integration of global resources, it can also ensure quality while ensuring competitive prices.

Liu Weiwen told reporters that after UNIQLO entered China, the brand performance for some time was not as good as expected, but UNIQLO can insist that its brand positioning has not changed.

Finally, after 2010, UNIQLO's sales in China gradually improved.

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< p > therefore, in Liu Weiwen's view, in the face of market development difficulties, enterprises can clearly define their market positioning and stick to it, and do their best to achieve market recognition.

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< p > "you see that the enterprises that do well now are the enterprises that make the brand characteristics the best. ZARA is also one of them.

I visited the factory of ZARA, and its circulation efficiency was very fast.

Enterprises will regularly conduct statistics on each link and find that the efficiency of the link will slow down, and they will immediately find countermeasures to improve it.

Liu Weiwen said.

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To achieve this, it is very important for P to do business.

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< p > for clothing enterprises generally complain about the market environment is sluggish, Liu Weiwen told reporters, in fact, many enterprises still can make money, but profits have dropped a lot compared to before.

This is also the reason why some enterprises blindly pform high-end.

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< p > "even if you change the brand positioning and raise the price of the product, it does not mean that you can do high-end."

Liu Weiwen believes that insisting on brand positioning and focusing on improving self advantages, even the cheap clothing, will usher in its own development of "spring".

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