The Fashion Trend Of The Domestic Market Is Chinese Brand PK International Brand.

Trousers as clothing As a branch of the industry, some people now say that the lack of high-end trousers in China has given room for professional trousers such as Maya and BRAX in Germany. There is no denying that Maya's success today has much to learn. There is a phenomenon: the clothes sold abroad can see the words made in China everywhere, and the rapid development of international brands is driven by the psychology of Chinese people. Facing the global economic ecological circle, many domestic brands adopt the "going global" strategy and the globalization strategy. Some enterprises are actively preparing for listing, and some enterprises set up R & D centers abroad. Designer There are also companies joining hands with internationally renowned design institutes. Such as Bestn, Weing, George, Ma Lianlu, Pierre Denton, 100 yuan, Kahinna, Wen Shi te, Hu Du and other brands; among them high-end brands are: weir Lang and nine herding kings; facing the big market share of China's high-end trousers, who can compete with the summit of Maya, raise the Chinese high-end trousers flag, and create the national brand image of China's trousers. The point to point brand consulting agency, He Jun teacher, looks at the Chinese trousers industry cluster, the brand long-term planning and the brand core value creation and so on. It is learned that weir Lang has been standing at the height of International professional trousers for 20 years and has been trying to lead the Chinese trousers industry to the international stage. At present, the famous brands of trousers industry in China are: Weier Lang and nine herd kings.

1. Brand gene analysis

As the saying goes, "grow beans and get beans, grow melon and melon". Brand genes are the seeds of brand sprouting. The quality of genes will affect the growth of brands in the future. Welllong, born in Hongkong in 1996 and adhering to the concept of "international professional trousers" and guided by the scientific brand global view, has been committed to the development and production of high-end trousers for men and women in the past twenty years, and has introduced advanced technology and equipment from the world. The products have been selling well in the domestic market for many years, creating many first in the industry and enjoying the reputation of "Chinese trousers king".

German Maya: (MEYER) in 1960, it was born in Denklingen, a beautiful town near Cologne in northern Germany, and MEYER came from the family name. Adhering to the idea of "professional trousers and better quality", Maya has been committed to the development and production of high-end trousers in the past fifty years, and its products sell well to 45 countries such as Germany, France, Italy and the United Kingdom, and have the reputation of "European trousers king".

Two, channel quantity analysis

The popularity of brand is very important. The number of channels is more important. Besides the long time, the publicity and the quality, the brand communication needs the channel shops to convey the brand perception. Welllong, Hongkong, mainly stores, and shopping malls are subsidiary. The retail price of each pair of trousers is between 880 yuan and 2800 yuan. At present, there are thousands of stores in China, with steady operation and steady development.

Maya entered China in 2004, with the top shopping malls of major cities as the channel, and the average retail price of each pair of trousers was around 1500 yuan. At present, there are hundreds of stores in China, and the operation is in good condition.

Three. Product quality analysis

Both wal Lang and Maya are very detail oriented, comfortable and versatile. They are made of high quality European products. cloth Exclusive buys the world unique, the production craft is exquisite, such as the elastic waist waist design, enables the wearer to drink without the need to tighten the belt, before the meal, does not need to tighten the belt, comfortably adds; the trouser pocket has the guard against theft bag, prevents the personal valuables to lose, specially applies to the commercial personage; uses the high grade YKK anti slide zipper; the fashionable decorative belt, the fitting is more convenient; the fashionable and coordinated breathable trouser bag and the anti shirt slippage waistcoat design; the elegant series is specially equipped with the elastic strap to maintain the front crotch smooth and neat; the detail of each pants is extremely perfect, the pocket design is very fashionable, unique; the detail creates the quality, the quality achieves the brand. Most of them are

Four, business philosophy analysis

Weir Lang comprehensively expounded the concept of international professional trousers business. It refers to the brand development concept of making full use of international economic development and industrial operation rules, using scientific thinking mode and adopting the most advanced technical means to create and meet the needs of all mankind for trousers. Starting from the global brand philosophy and Scientific Outlook on Development, the idea of emancipating the enterprise is imprisoned and guided to globalize the national brand culture. The core idea is to take the interests of the whole international as the foundation and integrate the world's best trousers brand culture as the guide, and from the regional and national trousers culture to the global trousers culture. Strategic deployment: we should make full use of the law of enterprise development to achieve the collectivization of organization form, internationalization of the market, socialization of capital and expert management. We should integrate the upstream and downstream industries, speed up transformation, improve the macro management system, and create a professional and large-scale brand of trousers.

The product strategy has many exclusive selling points, has carried out its own high-end product line, and has always adhered to the highest shopping malls in the major cities, and reflects the best quality of the products. It always provides quality services such as laundry, cutting and shorting for customers free of charge. It relies on consumers to wear out for years, and then proceeds with free word of mouth. The MEYER trousers can be provided to any MEYER counters in the country, providing free service for your trouser legs, reducing waist circumference (less than three centimeters), replacing original trousers buttons and zippers. Maya has been working for 60 years, concentrating on trousers and doing only one thing.

All in all, regardless of whether weir wave or German Maya, all business operations can withstand the test of the market, meet the needs of consumers and satisfy the needs of customers. A customer oriented value system can make an international brand. Taking the global trousers Market as a starting point, the operation system of trousers brand operation internationalization is established. From the macroscopic, microscopic and meso perspectives, the enterprise mission, development strategy, governance structure, brand management, talent planning, enterprise culture and other contents are set up. The quality, taste and character of the trousers are set up as the basic point to enhance the artistic creativity, scientific operation ability and cultural charm of trousers brand culture, and effectively assume the social responsibility of trousers internationalization.

Mr. He Jun: he graduated from the marketing department of Donghua Polytechnic University, and has been engaged in clothing brand operation since graduation. He has been a point to point brand consultant brand planner, and a senior manager of fashion industry. Service brands: Nine posture, Lanzi, Zhuo ya, Ju Ju, Emma, Yi Gu, Ai Wei, Qi Wei, Shang Mo, Adan Na, Ma Tiannu, en Shang, psalm, YISHION, Qipai, Bestn and so on. Published in numerous authoritative journals, "the current situation and development trend of China's clothing industry", "what is the core competition of Chinese clothing enterprises"? "Three major contradictions in the interpretation of clothing channels", "how clothing family enterprises go to the enterprise family", "the way of survival of brand planners", "how to make Dan Pinpin brand into a national brand", "interpretation of brand promotion mode" and so on.