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Looking For A Design Business Outlet To Be Your Best Brand.

2014/8/15 20:29:00 8

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Zhang Shangnan has a certain familiarity with the development situation of Chinese designer brand. He worked in the center of China textile design before. His main job is to build a platform for the new designer brand to go to the market.

Zhang Shangnan told reporters that in recent years, with the upgrading of consumption and the change of the concept of clothing consumption, small and personalized clothing has been more and more popular in the market. The change of consumption concept has created a good development environment for the development of new designer brands.

"but for most brands, this favorable condition is more likely to exist in the long term expectation of brand development. From now on, we can see that the brand of the new original designer is still facing greater pressure to survive."

Zhang Shangnan told reporters.

indeed, it is true that we should first abandon the agents' pre assessment indicators for the designer's brand, where to find and contact the resources of agents, investors and shopping malls, which is the first problem they need to face for the limited start-up brands.

"unlike mature commercial brands, there are very limited resources for cutting-edge designer brand access channels."

Zhang Dandan told reporters that most of the mature commercial Brand Company have rich channel resources and perfect sales network. They also have good cooperative relationship with the commercial channels such as shopping malls, which are all impossible for the original designer brand.

but in order to solve the problem of a href= "http://sjfzxm.com/news/index_q.asp" to solve < /a > its own survival problem, expanding the channel has become an urgent problem to be solved for the designer brand.

in order to find and expand the channel resources of DANDE, Zhang Dandan decided to start from the major clothing exhibitions to find the channel resources.

"the increase of contact channels and the diversification of communication modes provide many convenience for new brands to find channel resources.

But I still value participating in exhibitions to find channel resources.

Zhang Dandan told reporters that in addition to the rich channel resources of the exhibition, more importantly, most of the professional spectators who came to participate in the exhibition were the heads of the Investment Promotion Department of the shopping mall, which saved the brand from taking too many intermediate links with them, and could directly discuss the docking with the heads of the shopping malls.

during the twenty-second China International Clothing and Accessories Fair (CHIC2014) held in March this year, Zhang Dandan found 3 agents for her brand DANDE. She also expressed satisfaction with the effect of participating in CHIC2014.

Zhang Dandan told reporters that due to limited funds and manpower, DANDE's current outlets only plan to run about 2 companies, and the main purpose is to set up franchisees for dealers and do a good job of image demonstration.

"If the proportion of self operated stores is too large, it will cause too much pressure on our capital, which will affect the normal production and operation of the brand."

The huge pressure of capital in P has also become an important obstacle for many start-ups to develop high-end shopping mall channels.

"now there are many shopping malls, but for the cutting-edge designer brand, this channel mode is not particularly good."

Shi Jie, founder of designer brand JIESHI, told reporters that the input and output of shopping malls are not high and risky compared to the new brands.

In addition to the high threshold of entry, a good shopping mall also requires enterprises to take charge of all kinds of expenses needed for rent, decoration and daily operation management. In addition, although shopping centers do not undertake other risks of brand operation, they also need to extract the cost of deduction from the sales of brands. All these require the designer brand to be stationed in the shopping mall has considerable financial strength.

Zhang Shangnan also does not care about the development of the new designer brand in the high-end shopping malls. He told reporters: "without considering the operation cost of the high-end shopping malls, the recognition of the number of people who can get the brand after entering the house is also a matter for the designer brand to face, which is directly related to whether the future development of the brand can achieve normal operation."

"designer brand should take more consideration of how to achieve a smooth landing of the brand in the early days of its creation, and make products that are popular with the market first.

In his view, this is also an important direction of the pformation of many well-known designer brands.

this is what Zhang Shangnan told reporters.

"now, more and more designer brands have set up sub line or sub brand, and more and more popular elements have been incorporated into the design to seek the commercial landing of the brand."

Zhang Shangnan told reporters that it is difficult to walk in the market if the personalized design and style are too weird. Most investors and channel traders will consider the commercialization of the brand when they choose the brand.

but it also makes the development of the designer brand in an awkward situation: pursuing commercialization or maintaining uniqueness?

In the view of Shi Jie, P is also an important balance between the designer's brand and the long-term development.

"Many of the designer brands I touched were very clear at the beginning of the brand's brand development, but when the brand came into the market and faced greater pressure to survive, they began to compromise on commercialization. The boundary between product design and business attributes became increasingly blurred, and even later they lost their brand personality and eventually became a commercial brand.

overly catering to the commercial market, in the long run, it is obviously unfavorable to the healthy development of designer brand.

"designer brand is bound to make some commercial compromises in order to survive, but the brand must grasp the pace of brand commercialization and balance the relationship between design sense and commercialization, especially in the current commercial market with increasingly strong clothing consumption."

on this point, Shi Jie thinks so.

"the trend of consumption development is very beneficial to the future development of designer brand. As more and more consumers begin to attach importance to the differentiation and personalization of dress, many commercialized Brand Company are also seeking to promote their product line enrichment and brand pformation through the acquisition of cutting-edge designer brands. Many shopping malls also hope to enhance the competitive strength of their products by introducing the designer brand, which also provides more development options for many designer brands."

Said Shi Jie.

but designer brand needs to be appreciated by channel merchants and investors. Obviously there are still many aspects to be promoted.

In the view of Shi Jie, the brand must first do its own product well.

"designer brand must have obvious regional attribute first. Local attribute is very important to the development of brand, and is the foundation of brand development.

After establishing the brand's regional character, designer brand also needs to integrate with the international popular elements so as to get closer to the market.

Said Shi Jie.

in addition, Shi Jie told reporters that designer brands must find more opportunities for self display if they want to find good opportunities for development.

For the cutting-edge designer brand with insufficient funds, the exhibition is obviously a good choice.

professional exhibitions, especially those with high visibility, focus on the best channels and investment resources in the industry. Therefore, choosing to participate in professional exhibitions and finding suitable partners for designer brand is obviously an efficient and cost-effective choice.

, as the country's largest and well-known clothing professional exhibition, CHIC obviously began to pulse the development demand of the industry's new strength, and strive to provide them with more opportunities for development.

to better serve the cutting-edge designer brand, CHIC is also striving to change.

"P", according to the relevant person in charge of the exhibition organizers, in the exhibition design strength exhibition area, we will invite independent designers, designers and offices at home and abroad to show the latest product design and concept.

This is a good learning case for the local designer brand whose design concept is still in the stage of shaping and perfecting. It helps designers improve their own design knowledge while revising their own untimely design concepts.

at the same time, in order to provide more opportunities for designer brand to show more opportunities for investors and channels to find excellent designer brand, CHIC organizer through the "through showroom", live show, new fabric scene design and other interactive means to build designer's brand and industrial chain upstream and downstream market and terminal market communication platform, and strive to pform design innovation into commercial value.

of course, if we want to really open up the business outlet of designer brand, we need the designer to constantly expand his commercial thinking.

"I think that the development of designer brands needs to let their products be marketed without losing their brand personality, instead of persistently persisting in their own high-end positioning, because the high-end products will ultimately be determined by the market."

Zhang Shangnan told reporters that learning to land is the key to designer's brand. "After all, survival is the first priority."

"from my understanding of the effect of designer's brand participation on CHIC2014, some brands have begun to return to ODM's development mode while looking for agents and investors in some brands. Many brands have also received many ODM orders on CHIC2014."

Zhang Shangnan said.

obviously, in the future, the designer's brand needs to develop its brand development thinking and find more business outlets for its own sustainable development.