Brand Has Become A Major Topic Of Concern In China'S Clothing Industry.

P OEM has made China's "a target=" _blank "href=" http://www.91se91.com/ "garment" /a "bigger and bigger" under the prestige of "world factory". However, with the rising cost of manufacturing in China, the road of Chinese garment manufacturing is getting more and more difficult.

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From P to Southeast Asia, and to the rise of South America and Africa, China's manufacturing industry is no longer dominant in the "cheap fight" of foundry costs.

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At the same time, the continuous rise of the RMB exchange rate has become the last straw of many foreign trade enterprises. "P"

The pformation of Chinese garment enterprises is coming soon.

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< p > facing the current situation of internal and external difficulties, more and more enterprises begin to bet on the domestic market.

Brand has also become an important one for many garment enterprises to seek pformation.

Brand positioning has become the first problem faced by many enterprises.

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< p > how should clothing enterprises locate brands? < /p >

< p > for this purpose, the reporter interviewed Wu Jianmin, chairman of sulang company, and sought to find the answer to the brand turn in the Chinese apparel industry.

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< p > "make the brand go from the waist" < < /p >.

< p > "some enterprises want to take the high-end route, some enterprises take the low end as the orientation.

But in my opinion, in order to do well the brand in the future, the enterprise should walk on the waist.

In Wu Jianmin's view, the middle end brand from the waist represents the future of China's garment industry.

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< p > why can't we take the high-end line and low-end route to the future of our local clothing? < /p >

Less than 30 years after China's reform and opening up, China's self built brand road has been gone for more than a decade, P.

Therefore, compared with the past hundred years of European luxury brands, the high-end system of China's apparel industry has not yet been established.

In Wu Jianmin's view, the high-end line of the brand is not achieved overnight. The accumulation of historical culture needs not be replicated by other enterprises in a short time.

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< p > and for the low-end brand line, Wu Jianmin believes that the low price Bo market is not in line with the development trend of the future garment industry.

At the same time, it is not necessarily advantageous for local brands to overtake international brands on price.

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< p > "although China has some famous fast selling brands such as the United States and the United States, Semir and other famous brands, but in the war with international brands such as Gap, UNIQLO and H&M, the Chinese brand's low price strategy is becoming more and more difficult to continue."

Wu Jianmin told reporters that the key to fast selling brands lies in the speed of global supply chain and brand development.

In these two points of competition, Chinese enterprises do not have the advantage.

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"P >" because of foreign exchange control and tariff barriers and other factors, Chinese enterprises have difficulty in integrating international industrial chain resources.

In terms of R & D speed and innovation ability, Chinese enterprises still have a big gap compared with international brands.

Wu Jianmin said.

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< p > for this reason, Wu Jianmin believes that the future of Chinese clothing brand will be in the middle end market.

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< p > "mid end brand market is not only the red sea of China's future market, but also the future red sea of global market."

Wu Jianmin is very optimistic about the development of the mid end brand in the future, and the development of China's clothing brand market also confirms his judgement.

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< p > Wu Jianmin told reporters that in recent years, although many international brands have entered China, the biggest impact is the high-end and low-end brand market, and the middle end market has hardly been affected.

The reason is related to the positioning characteristics of the middle end brand.

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< p > "as far as I know, not only China, but also in Europe and the United States and other international markets, more than 90% of the middle end clothing brand share is controlled by local brands."

In this regard, Wu Jianmin believes that in the middle end brand market fierce battle, Chinese brands have natural advantages.

Because local brands know more about the local consumer market and the preferences of consumers in different regions.

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< p > but in recent years, with the increasing number of garment brands in the middle of pformation, how can enterprises break through in the increasingly competitive local market? < /p >

< p > "the leading brand of Chinese clothing is in women's wear" < /p >

< p > "although there are more and more fashion brands located in the middle end of China, I think this market is very large and has the most opportunities."

Wu Jianmin believes that the mid end brand market is crucial to the development of a country's garment industry.

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< p > "the middle end brand market is the market that can represent the development level of a country's garment industry most.

At the same time, the middle end market segmentation and diversified styles of clothing brands also enrich the clothing category of a country.

Wu Jianmin said.

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< p > although the development prospect of China's middle end brand market is broad, in Wu Jianmin's view, the development level of the local brand market is far from enough.

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< p > "the middle end brand of our garment industry needs further development.

At present, our mid end brands still have problems such as product convergence and lack of innovation.

In this regard, enterprises need to learn from the development experience of foreign brands. "

Wu Jianmin told reporters.

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< p > but how to be a good middle end brand? In Wu Jianmin's view, a good middle end brand must have its own style.

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< p > "brand with product style must be a good brand."

Although stylization is crucial to brand development, Wu Jianmin believes that it is not easy for a brand to make its own style.

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"P," he told reporters: "not only in China, but from the perspective of global brand development, it is very difficult for a brand founder to make a brand style."

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< p >, therefore, he believes that the homogenization of clothing is not so alarming now.

Even with the development of a sound market in Europe and the United States, the phenomenon of homogenization of the end brand market is also widespread.

But Wu Jianmin just thinks that it is the assimilation phenomenon of the mid end clothing brand market and the stylized innovation of various brands that constantly enriches and enriches the development of the clothing market in various countries.

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< p > the key to win the market for the middle end clothing brand in the future, Wu Jianmin said, it depends on the comprehensive operation ability of the brand.

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< p > "competition in the future mid end clothing brand market is the response speed, supply chain, product quality and service of all enterprises, which will be a comprehensive examination of the comprehensive operation capability of enterprises."

Wu Jianmin said.

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< p > for this, he believes that the local women's clothing brand has the most breakthrough ability.

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< p > "in recent years, China's clothing brand market has developed rapidly.

Among them, the development of Chinese women's clothing is especially fast.

Women's clothing brands are closely following the fashion, leading the development of China's fashion industry.

Wu Jianmin told reporters that this is mainly due to the fierce market competition of Chinese women's wear brands.

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"P >" fierce competition in the Chinese women's clothing market requires that women's wear brands must keep pace with the times, enhance brand innovation and enhance their synchronization with the market.

And fierce competition in the consumer market has also greatly enhanced the competitiveness of Chinese women's clothing.

This is also unmatched by men's clothing brands.

In Wu Jianmin's view, the development of China's men's wear market is not based on the market competition of brands, but is still supported by the processing of tooling products and the development of group buying business. This also leads to the poor innovation ability of Chinese menswear brand and the weak ability to respond to market capacity.

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< p > "therefore, the leading brand of Chinese clothing brand must be in the women's clothing brand in the future."

Wu Jianmin told reporters confidently.

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< p > but Wu Jianmin also expressed concern about the channel development of Chinese clothing brand in the future.

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< p > "the biggest market is still in China" (< /p >).

< p > "I insist that the future market of China's mid-range clothing brand is still China."

Wu Jianmin is not blindly optimistic about the "going out" of clothing brands. He told reporters that from the global market, 99% of the middle end brands are targeted at the local market.

Moreover, the middle end brand can really go out.

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< p > this is mainly because the brand needs to achieve "going global". It needs not only good products, but also strong business operation capability, strong financial strength and team support.

"It is also a great challenge to the ability and background of entrepreneurs."

Wu Jianmin said.

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< p > focusing on the local market is very important for the future development of the brand.

But in the face of the current development of China's terminal channels, Wu Jianmin believes that local channels must be further combed and standardized.

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< p > "at present, there are too many bubbles in shopping malls, and the number of new shopping malls is also expanding rapidly.

The Matthew effect of China's shopping malls is also growing.

The dominant market occupies most of the market share, but its entry threshold is also very high.

At the same time, due to the acceleration of the expansion of commercial real estate, many new shopping malls have problems such as investment difficulties, business performance is also very common, and many are in a state of losing money.

In this regard, Wu Jianmin believes that this requires future shopping malls and brands to strengthen cooperation, so as to achieve common development.

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< p > in the face of the trend of rapid rise of the electricity supplier, Wu Jianmin told reporters that this is mainly due to the rapid development of China's commercial real estate, which occupies too much commercial resources.

This leads to the rising rental cost of terminal stores and other terminal channels, to a certain extent, to promote the rapid development of the electricity supplier.

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< p > but this is not a good thing for the healthy growth of Chinese clothing brands.

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"P", "the rapid development of electricity providers, constantly promoting enterprises to compete with the bidding strategy, which has a great impact on the development of brand enterprises."

In this regard, Wu Jianmin said that China's electricity market is also urgently needed a policy specification.

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< p > "the future Chinese clothing brand market must be the trend of concurrent development of online, offline and other channels."

Wu Jianmin said.

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