Home >

Focus On "Li Yuan Style" How To Promote Local Brand Culture Counterattack

2013/11/13 11:59:00 41

??? 日本語 Fran?ais English 中文

img border= "0" alt= "align=" center "src=" /uploadimages/201311/13/20131113011154_sj.JPG "/" < < > >

Ms. Peng Liyuan is wearing the local a href= "http://www.91se91.com/" target= "_blank" > dress /a > public appearance, bringing a rare opportunity for the development of the local high-end clothing brand. It may also make Chinese consumers blindly pursue the brand of foreign luxury clothing.

here are three lessons to learn from: first, enterprises should have a sense of public diplomacy; two, enterprises should have methods and art to appear on international occasions; three, it is necessary to start from "Liyuan style" to strike while the iron is hot, from the height of cultural consciousness, organize international fashion activities related to national brands, so that Chinese people can truly become confident about ethnic "a href=" http://www.91se91.com/ "target=" _blank "dress" /a.

What a small problem, P multiplied by 1 billion 300 million, will become very big. What a great result, divided by 1 billion 300 million, will become very small. This is China! China is a big clothing country. There is no doubt that, on the average, a set of garments per person per season, China needs about 5000000000 sets of clothing every year. This is the scale of any other country's unmatched market. Scale efficiency and scale are benefits. It should be precisely because of this point that after the reform and opening up, China quickly rose to become the world's largest producer, consumer and exporter of clothing.

Statistics show that as early as 1994, China became the world's largest producer and exporter of clothing.

According to the data available, in 2007, China accounted for 45% of the world's total fiber consumption, and cotton consumption accounted for 38% of the global total. The per capita consumption of clothing was 14 kg, 30% higher than that of the world's per capita. In 2007, China's < a href= "http://www.91se91.com/" target= "_blank" > textile < /a > clothing exports accounted for 30% of the global total.

In 2012, China's textile and apparel exports amounted to 254 billion 983 million US dollars, accounting for 12.4% of the total export volume of US $2 trillion and 49 billion 830 million for the whole year. It is also an important symbol of "made in China".

but regrettably, as in many other fields or industries, at least so far, the world's largest market in textile and apparel has not made China the world's largest power.

Statistics show that the average unit price of Chinese clothing exports is about 2.50 US dollars /PC, which is lower than the global average price of about 1.4 times, lower than that of developed countries in Europe and the United States 5-10 times.

This fully shows that in the world garment market, China enters the market at a low price.

In terms of efficiency, the output value of textile and clothing in the United States in 2007 was 99 billion dollars, the employment population was 550 thousand, and the output per capita was about 180 thousand dollars. In the same year, the output value of China's textile and apparel was 419 billion dollars, although it was more than 4 times that of the United States, but the employment population was as high as 10 million 690 thousand, and the output per capita was only 39 thousand and 195 dollars.

Which is weaker or stronger, at a glance, suspends the sky, also corroborates the spread of the "800 million shirts back to a plane".

{page_break}

why is there "800 million shirts to return to a plane"? /p >

because of the big but not strong, the Chinese clothing industry can not afford to be caught in the wind and rain, or even a little bit of trouble, and the clothing industry has to sneeze.

Since the international financial crisis triggered by the subprime mortgage crisis in the United States, due to the weak consumption in the international market, coupled with the increase in raw material and labor costs, data show that the financial cost of textile and garment enterprises has generally risen by more than 10%-15%, the cost of raw materials has increased by 10%-20%, and the cost of labor has risen by about 30%.

The crisis has continued, and in 2012, it has ushered in the second lowest growth rate of China's textile and garment export in the past 20 years.

As it seems, the capital market began to be cold. As of the end of January 2013, a total of 47 textile and apparel listed companies issued 2012 annual reports, with an average decrease of 4.6% in net profit. The retail market was closed down. Taking sportswear as an example, Lining, Anta, PEAK, China trends, XTEP, and 331 degrees six major domestic brands, and the total number of stores closed more than 4000.

the reason why China's garment industry is large and not strong is that it lacks brand or brand influence.

Ningbo, Zhejiang, belongs to the export market of China's textile and garment industry. There are more than 3000 textile and garment enterprises in the city. Although there are a large number of famous and famous enterprises in China, such as Shanshan, YOUNGOR, Luo Meng, VICCO and so on, the majority of textile export enterprises are OEM, and the export of independent innovation brands is less than 1%.

To a certain extent, the situation in Ningbo is also a portrayal of the whole Chinese garment industry. According to the data, only 7 clothing brands in China are among the 100 top brands in the global fashion brand. Only 100 of the top two brands in China are selected.

This is the reality. Although clothing is made in China, it is not "Chinese brand" when it appears and goes public.

China has a long history and splendid culture. Especially in textile and clothing, it is an ancient brand power. It missed the Silk Road in the past, but unfortunately, "the people in the boudoir did not know", the market's "visibility" is too small, and the potential is far from being released.

Local high-end clothing brands will be able to find opportunities for development.

What's going on here? What's going on here is a thought-provoking thing here. This is accompanied by the national costume of the famous singer and Mrs. Peng Liyuan, who is a local brand, accompanied by President Xi Jinping, and has appeared in many important international occasions, which has attracted the attention of the fashion industry and even the international community to the Chinese national clothing brand.

it can be said that this is a successful "a href=" http://sjfzxm.com/news/index_p.asp "brand" /a > "counterattack". It is no exaggerated to use "overnight spring breeze". Before, when did the international media and even the international community focus so much on Chinese local clothing and Chinese clothing brands? How many people were so confident of Chinese local clothing and Chinese clothing brands before? In March 25th, the financial times commented on the "first lady's fashion economy" in March 25th, pointing out that Ms. Peng Liyuan wore a local dress brand to appear in public places, which brought a rare opportunity for the development of the local high-end clothing brands, and may also make Chinese consumers blindly pursue foreign luxury clothing brands in the past.

This is not a word of praise. Over the years, the soul of some people has been worshipped by foreigners, and even a large number of Chinese people have queued up to buy luxury goods in Paris. Hopefully, "Li Yuan style" can let some of these people rise again and stand up!

The typical brand effect of international media > /strong > /p >

"exception" is no exception. Analyzing and summarizing the brand effect brought by "Li Yuan style" for local clothing, there are three experiences that may be worth learning: first, no matter what enterprise or whatever product, in the era of globalization, we must have public diplomacy awareness and try our best to make appearances in international occasions.

Here's a mention of HUAWEI. In the domestic public impression, HUAWEI is very low-key and rarely advertise and even appear in the domestic media. The founder, Mr. Ren Zhengfei, once refused to meet with the media.

But in the international market, HUAWEI has been making frequent appearances. One of the ways is to constantly make use of international exhibitions and forums to speak. This is especially evident when HUAWEI has just started pnational operations.

In 1995, HUAWEI began to contact ITU, the ITU exhibition. In 1999, it began exhibiting. In 2003, it displayed its skills and rented 505 square meters of booth. It became one of the largest exhibition hall at that time and attracted much attention.

Statistics show that from 1996 to 2000, HUAWEI participated in dozens of top international exhibitions every year.

In 2000, the ITU exhibition was held in Hongkong. HUAWEI launched a brand plan entitled "Oriental Silk Road", which invited global potential customers from Hongkong ITU exhibition to Shenzhen to visit HUAWEI headquarters.

HUAWEI also cherished the opportunity to speak to international forums.

According to the director of HUAWEI Research Institute of Europe, HUAWEI figures can be seen in various standard meetings in the world. HUAWEI submitted more than 5000 proposals on standard setting in 2011 alone.

As long as there are opportunities on the international occasions, HUAWEI will be dazzling and attractive.

Ren Zhengfei even made clear to his subordinates that he would take more interviews with the international media and let the world know more about HUAWEI.

Why do enterprises have to strive to appear on international occasions? According to the concept of "salute", "attention" is the starting point of human behavior. If an existence or value can not be "noticed", it means that there is no chance to embrace it. Everything else can not be mentioned.

What is the difference between gold and the stones buried under the earth if it is not noticed, appreciated and utilized by human beings? Usually speaking of "opportunities", what is opportunity? Simply speaking, the existence and value of "me" are attracted by the right people.

The business is better, the product is better, the service is better, if the market does not buy it, the customers do not know, nor can they notice.

If the exception does not appear in the international community by "Liyuan style", is it not a "house man" for many people?

secondly, there must be methods and art in international occasions. We should know how to use event marketing to give full play to the star effect.

The reason why "Liyuan style" has attracted the attention of the international media is not only because MS Peng Liyuan is a famous singer, but also because she is the "first lady" and accompanied by the visit of President Xi Jinping, which in itself is a major event attracting worldwide attention.

In this sense, it is not only the "first lady", but also other celebrities, such as famous scholars, scientists, artists, actors, singers and so on. It is necessary to wear local clothing on international occasions, and speak for the national brand from the height of cultural self-confidence.

This seems to be an international practice. Data show that in the short three years of 2008-2010 years, Michel Obama, the first lady of the United States, has brought about a total of about 2 billion 700 million dollars in economic benefits for a clothing brand she wore. It has become the most powerful booster behind the American fashion industry.

Third, it is necessary to start from "Liyuan style" to strike while the iron is hot, and from the height of cultural consciousness, organize international fashion activities about national brands, so that Chinese people can truly become confident of national costumes.

If we can invite the "first lady" or female statesman of the Chinese cultural circle or Oriental culture circle to gather together to explore the aesthetic connotation of Oriental dress, let the general public more understand and identify their national costumes, and then achieve the market harvest of "thousand trees and ten thousand trees and pear blossoms".