Clothing Brand Competition Upgrade Traditional Market Competition

Not long ago, in the closing of the "1978-2008 market change China - China clothing market development forum" in Zhuzhou, Hunan, the concept of "clothing brand" has once again become the focus of attention of the clothing industry, especially from the famous Chinese fashion industry economic expert Li Kailuo's speech on the topic of "snow seeking plum - the development trend of China's clothing market and brand development strategy". It is an in-depth interpretation of the market and brand, and the trend of future brand development strategy.

It is urgent for China's garment industry to break away from the traditional clothing industry, blindly developing the market, low price strategy to occupy the market, products without core competitiveness, serious homogeneity of consumption identifiability, and no product added value, which seriously restrict the development of the industry.

Taking a look at the international clothing market, CHANEL, ROBERTA DI CAMERINO, JAKE-JONES, VERO MODA, ONLY, HGE and so on a large number of big clothes are regarded as "brand" as the life of enterprises. In the long term development, they will give their products unique brand personality, temperament and taste, so as to differentiate the target market, and at the same time, guide the distinctive dress concept among the consumers.

In order to stabilize their market share, the continuous enrichment of its brand connotation also provides help for enterprises to continuously develop new consumption targets.

Take HGE as an example to analyze the advantages of brand competition.

Brand name, product identifiable business card.

HGE brand does not simply tell consumers that clothing comes from the Korean brand, the main style is the fashion Korean version of women's clothing style, consumption age level, price structure and other basic information.

And the brand proposition from HGE (Interpretation of modern urban fashion women's natural, fresh, passionate, vibrant post-modern lifestyle, comfortable, exclusive, pulse era trend is the indispensable element of "HGE". Under the hard steel reinforced cement, "HGE" is the bright smile of the heart and spleen, which is the fresh and fragrant sign of "HGE" in the city.

It will also enable consumers to resonate with the brand personality proposition when they dress, thus showing the unique temperament of the clothing brand, so as to achieve a satisfaction and sublimation of the consumer psychology.

However, the traditional clothing products, after simply having names for clothing products, do not pay attention to their uniformity, advertising and uniqueness in the use and dissemination of product names, nor do they carry out standardized marketing promotion.

So it often happens that the quality and style of the clothing are very good, but it is not known that every new product is listed in the real sense of "new products", lacking market awareness, and can never form its own solid market share.

This is also a profound lesson that China's clothing industry has been making OEM processing for foreign brands in the past.

A sense of brand development will result in several times, even dozens of times of profit margins in garment processing in the past. Taking the strong road of private brand is the core element of competition in the modern clothing market.

The brand is a live advertisement with enterprises and products.

Just like talking about "Head and Shoulders", you can immediately think of P & G and think of the shampoo that "Dandruff does not hurt".

Product brand often has synergistic relationship with enterprise brand, such as "HGE" fashion women's brand, will remind you of the product "Korean Golden Jubilee", thus associating HGE with a Korean brand, and then associating with Korean fashion culture, as well as the prevailing Korean Trend and Korean elements, these elements will leave consumers with a distinctive impression of Korean culture. Therefore, the "HGE" product brand and the "Korean Golden Jubilee" brand have formed a brand interaction effect on advertising effect, which will further make consumers understand and understand the dress features of HGE women's clothing.

He said, "brand is like enterprise, product is like shadow 1"; "live advertisement 1"; this "live" lies in that brand, enterprise, product itself reputation, reputation and occupancy rate are in constant development and change. Any change of party will affect the other two party changes, and the linkage effect is mutual restriction and development, so brand is the embodiment of comprehensive strength.

Brand is a beautiful feeling.

A European Organization has done an interesting experiment on Carlsberg beer. They pour Carlsberg beer into a bottle of a common brand beer, pour the ordinary brand beer into the bottle of Carlsberg beer, and let the customers taste it. It is ridiculous that all people think that the wine of the Carlsberg beer bottle is good, but the real Carlsberg beer is thought to be hard to drink or even to vomit because it is put in the bottle of ordinary beer.

This shows that the brand is actually a feeling.

The feeling of HGE is the youthful and confident female image.

Consumers find this feeling of youthful confidence here, and distinguish the difference between HGE and other fashionable women's clothing. This kind of feeling is stamped repeatedly in the hearts of consumers, thus forming a strong brand sense.

Like the example of Carlsberg above, no one will take away her own taste.

With the fierce competition in the clothing market, branding is becoming more and more important. Forming a unique brand temperament and passing it to consumers successfully is a process of continuous innovation and continuous repetition. It is also the only way for products to go out of homogenization and express their distinctive personality.