Where Is The Brand Of Clothing Industry?

Abstract: China's clothing industry has entered the new era of brand competition as the core. How to create its own brand has become the first problem to be solved by all garment enterprises.

Therefore, today, Chinese clothing needs more brand strategy than ever before.

Are you ready for Chinese clothing?

There is such a saying that clothing brands go out of the country and dream hard: first class enterprises sell standards; second class enterprises sell brands; three generation enterprises sell products.

It is not an easy task to create standards in such a special industry as clothing industry, so the international apparel giants are looking at the brand.

Strong brands are the magic weapon of international fashion giants. Many international clothing giants such as Benetton, crocodile, playboy, Ordifen and kangaroo are all examples of brand building.

The market is the battlefield of cognition, not the battlefield of products.

In the mental models of consumers, playboys and other world famous brands are brand names, and are synonymous with status, fashion and personality, rather than product names.

But China's clothing industry is a big garment country, but what is the biggest and the first?

It's OEM!

OEM processing for famous foreign brands is an effective measure for enterprises to expand their exports in the period of start-up and expansion. But if we want to develop our own world in the international market, we must have a brand with market appeal.

At present, the lack of independent brands and brands in China is not conducive to China's clothing brand going to the world.

It seems that our clothing enterprises do not understand the nature of the problem.

And the brand invading of international fashion giants can not help us pinch a lot of sweat for China's clothing industry. Where is the brand of Chinese clothing industry?

Why is there no international brand for Chinese clothing?

It has always been the goal of our garment industry to let our brand clothing go to the international market.

However, until today, this goal is still a dream without a circle.

Domestic clothing brand "three dead points" industry has said: the brand has the market, the market has the world.

In the apparel industry, brand pulling is particularly evident.

In recent years, China's garment industry is eager to cater to the market and integrate with the international market, resulting in a serious disconnection between its own cultural accumulation and its brand.

Therefore, although China has a large number of public garment enterprises, there are few strong forward strikers.

Why can Chinese clothing brands fail to win the international market?

One is the lack of brand planning.

Although the "brand" is the consensus of the clothing industry, the lack of professional and the quick success and instant benefit of the domestic garment enterprises directly lead to the difficulty of making the domestic garment brand bigger.

The formation of a good brand is just like brewing old wine. It not only needs time accumulation, but also needs the optimal allocation of various resources.

This includes brand positioning, brand personality, brand culture and so on, and brand personality needs to be displayed through brand name, product design, product packaging, product promotion, product sales and so on.

The two is positioning homogeneity.

Now is the age of individuality, and there is a great psychological difference in dressing. Let's go to the large clothing store to see that the clothing design of the domestic brands seems to be almost the same.

In the first two years, the concept of "business and leisure" was put forward for men's dress in China. However, we have been unable to understand what is "business leisure", but we have come to many "Valentino", "crocodile" and "woodpecker".

The three is the lack of cultural connotations.

The difference of clothing brand lies in the different feelings of consumers. Clothing for consumers is the carrier of their own personality and their own image.

The essence of consumer's brand consumption is cultural consumption, which is a consumption of personal psychology.

The Chinese clothing brand does not seem to grasp the psychological needs of consumers. It does not cultivate the unique national cultural connotation of Chinese clothing brands. It can not be internationalized and appealing to the international market by advertising bombing and international celebrity endorsements. It will only be a flash in the pan or a follower of the international garment market.

The three big brands strategy is to compete in the international market. International brands are flooding the "Chinese dress", the product is directly into the Chinese market, and the other way is to import the brand into China.

In the face of many clothing giants, how do Chinese clothing enterprises compete with giants?

1, accurate brand positioning.

Positioning is to identify possible differences with competitors, and effectively explain to the target market the difference between it and its competitors.

Brand positioning is the key and the first step in building brand. If we can not identify the brand accurately, many efforts of enterprises, especially the effect of brand promotion, will be greatly reduced or even deviated from the direction.

Most of the clothing enterprises in China are vague about the concept of brand positioning. Some enterprises do not locate the brand at all, but simply pursue "Westernization".

Brand positioning is to find a suitable location for the brand, the main purpose is to give consumers a psychological enjoyment, such as brand grades, characteristics, personality, taste, fashion and so on.

Actually, there are many ways to locate the brand, but for the clothing brand, the author thinks that the positioning of Qipai is a typical example of success.

In the early stage of building brand, Qipai also has its own positioning, the semantic orientation of advertising and the ambiguity of visual image.

The early advertisements and bombardment of brand cards and frequent brand spokesmen can also increase popularity significantly in a short time, but it is doubtless for the brand building of Qipai.

Qipai finally stands firmly on a special base point, which is deduced from culture. "The core of brand value is culture, the space of brand expansion lies in culture", "culture condenses team, sublimation spirit", and the image of Qipai has been promoted.

Brand positioning is the leader of brand building. Every enterprise brand must have a clear positioning of differentiation, positioning clearly, and differences can occupy a place in the fierce competition of the market.

2, rich brand connotation.

A brand without meaning is like a person without spirit.

People must have spirit, brand must have connotation.

Compared with the world famous brand clothing, most of our clothing brands are relatively deficient and empty, and few of them are doing well.

Brand is composed of the connotations of name, logo, slogan and other visual effects, as well as the characteristics and unique temperament of the product. Consumers first realize that they are only visual objects, and truly form a loyal consumer group. After that, the brand has its own unique temperament and characteristics, that is, the brand personality.

A good clothing brand should be the embodiment of a national culture spirit. The embodiment of a regional economy and culture should be a miniature of the fashionable culture of the times.

The Chinese clothing brand lacks the combination of Chinese traditional culture and the connotation of its own brand. Only by scientifically formulating the market positioning of the brand and constantly meeting the market demand can we enrich the cultural connotation of the brand.

In recent years, "Tang costume" has become popular in the world, and the appeal of Chinese national culture in the international clothing market is obvious.

3, seize the commanding heights of the terminal.

The store in department stores is still the main channel of clothing sales.

In order to meet the brand era of international and domestic mixed operation in the WTO after the entry into the world, the main department stores have to sort out the brand of the store, and the clothing brand should take advantage of this opportunity to seize the terminal store.

On the other hand, the international brand franchise will enter the market, and the whole chain store system will change greatly.

The chain and franchise mode of Chinese clothing brands will be "dancing with Wolves". If we want to be eaten without wolves, we must first become "wolves".

In strengthening terminal management: first, the franchised store should have the concept of fashion.

Franchised stores differ greatly in fashion concepts, lack of concept of fashion atmosphere and unreasonable collocation.

White collar workers pursue fashion needs, and the middle class likes to buy Fashion and buy feelings.

The time has come for Chinese to be fashionable.

Two, the way of display should be reasonable.

The way of displaying goods displayed in stores and stores is not harmonious, which leads to differences in sales and poor sense of hierarchy. Three, we should give more consideration to product structure, price, service means and collocation culture.