National Clothing Brand Deserves More Attention.

Bo Xilai, then Minister of Commerce of China, pointed out during the ninth Beijing Fortune Global Forum in 2005 that only 800 million shirts were sold in China to import an Airbus 380.

As Bo Xilai said, many international famous brands are produced and processed in China. After that, they have been labeled with foreign famous brands and sold all over the world.

In recent years, although the situation has changed somewhat, it is still far from enough.

Foreign brands such as Levi, s, Lee and G-star are very popular among young people, such as apple, Zeng Zhi, Mei Gao, Kang Wei, black peony and LAN Yan, which are often not in the range of young people's choice.

Little is known that most of these foreign brands are processed in China. Recently, a group of official data has been obtained. 6 of the 10 Levi 's jeans are made in China.

This shows that we are not inferior to others in technology, but in lack of our own brand.

In that case, is it necessary for us to pursue international brands?

The excellent profits created by the excellent brands to the enterprises are enormous: for the sportswear brand, the cost of the Qingdao double star shoes is only 3~5 cents higher than that of the Nike shoes in the United States, but the market price of the two pairs of shoes is 5 times different; the average of the shirts processed by China is only 30 to 40 cents.

This has led to the gradual expansion of the scale of China's garment manufacturing industry, while profit margins have been lingering at a low level.

In fact, many enterprises have realized this point. They all know that the value added point of commodity price will mainly rely on brand building. But why is the domestic brand still unsatisfactory?

What is most lacking in the current clothing brand is the scientific brand strategy plan. The brand construction should be based on the brand strategy, and the core of the enterprise strategy is the brand strategy.

Brand strategy planning should command and integrate all the value activities of enterprises (which is displayed in front of consumers is marketing communication activities), and at the same time, optimize efficient brand strategy and brand structure to promote the value-added of brand assets, and maximize the rational use of existing brand assets.

This includes paying close attention to the development of consumers' values, lifestyle changes and future trends; establishing the core value of the brand (quality control and resource advantages); carrying out technological innovation; and adding cultural and unique values to the brand.

Of course, there are still some foresight enterprises in China, such as Shuijingfang and Wuliangye, which are gradually becoming "luxurious" under such a trend. Although they have already done household Yu Xiao, they have also sold 800 yuan a bottle, and the brand has also been established. After all, it is a hindsight. Compared with the international brand, it seems to be somewhat immature, and it can not achieve instant results and enhance our national prestige.

To add cultural and unique value to the brand, at present, the domestic clothing brands such as red beans, which are well done in the country, now refer to red beans, and people will think of Wang Wei's poem: "red beans give birth to the south, and spring brings a few."

In order to carry forward the traditional culture of the Chinese nation, red bean also advocated Tanabata Festival, and celebrated the Tanabata Festival as China's own Valentine's day.

Once a brand has injected itself with profound cultural connotations, it is destined to be extraordinary.

Recently, I learned a new jeans brand JEANSBOY in Baidu. I learned from the experience of the "predecessors". I paid great attention to brand strategy planning, positioning accurately, and taking the high-end fashion line to highlight the Oriental female charm as the core values.

From the moment of its birth, it has been adhering to the spirit of cowboy freedom of fashion and self-confidence, and inherit cowboy culture. It tells the world its own brand story from a cowboy's perspective, and deduces the inspiration and culture of "Latin American liberalism".

She represents the Chinese people's interpretation, interpretation and contribution to cowboys, which embodies the Chinese nation's inheritance of cowboy culture. After years of development, it has formed the classic fashion brand style nowadays, and has also created a big brand culture that pays much attention to diverse humanistic spirit, promotes cowboy culture and leads fashion.

The quality of the product is the cornerstone of the cultivation of the brand.

China's garment industry has gradually matured from the past Ting Mei event. Due to the popularity of clothing, it is destined to constantly change the clothing products, which means that we need to constantly create and design. Therefore, the key to building a Chinese brand and grabbing the international brand market is to grasp the design and inject cultural connotations into the brand.

Many brands are creators of designers. The founder of the famous cowboy brand Calvin Klein Jeans was Calvin Klein, who was the first designer of the fashion industry in the United States. He constantly integrated "Minimalism" into the rough western style, which made the jeans' fashion characteristics more and more obvious, and finally promoted CKJ to become an important member of the American Cowboy brand.

Because of this, the design has been placed in an unprecedented position in the clothing industry. The industry is widely known that design is the soul of the brand.

But while paying attention to design and quality, we must never neglect the importance of marketing. Design and marketing are like twin sisters, an indivisible whole, which are interdependent.

Unilaterally centered on design, it is easy to ignore the needs of consumers, and even fall into the fascination of clothing products. It is easy to form a situation characterized by high quality and few people pursuing, namely the so-called "product myopia".

In the long run, it is easy to deviate from the market, and the clothing brand loses its survival space.

And completely controlled by marketing control, it can only passively accept the needs of customers, always follow the market behind, clothing brands are also prone to "market weakness", and naturally will not form a market advantage.

Therefore, only by combining design and marketing organically and grasping the dialectical relationship between them can we create a fashion brand and lead the fashion trend.

Like the JEANSBOY mentioned above, the sales mode takes the lead in adopting the network direct selling in the industry, reducing the operation cost, making the price occupy a great advantage in the same brand, plus her fashion classic style design and profound cultural connotation, the right is the protagonist of the new season trend, and is destined to embark on an extraordinary road.

A few years ago, we learned that the Chinese beverage giant Lining, who donated one hundred million yuan to the Wenchuan earthquake, broke through Coca-Cola for the first time in 2008. Our sports brand, Nike, is also a big bumper harvest this year. Its sales volume is fourth in the world, second only to Nike, Adidasi and Puma.

What did these prove?

Our national brand is being stronger step by step. Our product quality is not inferior to those of international brands. Our national brand has been favored by consumers.

I also want to discuss whether we should support the issue of national brand. I think the answer is yes.

Because some multinational brands and foreign brands occupy a leading position in the market, we can only become a big manufacturing country, and profit margins have always been hovering at a low level. That is why we have pursued the national brand.

The pursuit of national brand is also a process of national consciousness and national consciousness, because the support of national consciousness depends on national culture, the rise of national consciousness and national consciousness.

In addition to the national system, it is self-confidence.

This self-confidence is the national self-confidence of the Chinese nation and the self-confidence of Chinese culture.

Above, I have described the current situation of clothing brand in our country. I think all netizens should be clear. We are not inferior to others, but we are not mature enough enough to become a strong brand.

I believe that with the support of the Chinese people, we will be able to turn the tide of the situation in the near future and make China a brand power and let others take the place of our products processing.

Of course, the support here is not blind support, but rather "lose something" to support those brands that are really worthy of support.

Wang Xiaonan: editor in charge