Feature: Clothing Brands Frequently Encounter Natural Disasters In Waterloo? Man-Made Calamity?

Under the global financial crisis, many companies collapsed overnight under the global financial crisis. Various industries suffered from different Chengdu share, especially import and export trade.

This crisis has caused serious trauma to Chinese clothing industry, from raw materials to ready-made clothes.

Throughout China, every garment province and industry leader have met with the industry "Waterloo" in varying degrees.

"PPG," the founder of the shirt encountered the "Waterloo" huge amount of money to escape. It has once been a legendary "YES!"

PPG "today's shirt is so wrapped up.

A "PPG founder Li Liang suspected of having absconded with over 20 million dollars" again made PPG stand on the cusp.

And Li Liang's original cross media communication conference, because suddenly replaced the original public relations spokesperson finally died.

This has led to a renewed escalation of doubts about PPG.

A week ago, a person familiar with the matter disclosed that Li Liang had absconded with $20 million at the end of September, and is now becoming the "wanted" target of investors and suppliers.

Despite the collapse of many companies overnight under the global financial crisis, YES has been created by one hand.

PPG, a legendary legendary legendary figure who sells the shirt directly, finally ends up in a way of absconding with large sums of money.

PPG, once trapped in various rumors, once again makes it difficult to tell the truth.

It can be said that 2007 is a year belonging to PPG. Many successful rings around PPG, light company mode and capital pursuit, make it a new myth of Chinese clothing business.

But in 2008, the criticism of PPG came to an instant. After that, the negative news continued and intensified. False sales, product quality problems, debt disputes, capital chain breakages, and senior executives' turnover left PPG in a serious crisis of confidence.

In less than a year, PPG encountered Waterloo in the clothing industry. Why?

Is the business model wrong?

It seems not.

To be sure, the rise of PPG has brought a light mode change to the garment industry. After that, VANCL and CARRIS from PPG have the same business model as PPG, and now they are doing well and getting better.

"The success or failure of deciding PPG is the mentality of Li Liang, the founder."

An Internet insider pointed out that most exciting new business models do not mean the ultimate success, depending on whether it happens to have an entrepreneur who can match it and control it.

He likes to be called Davidlee.

The source said, "the question of PPG is more focused on Li Liang, and his reputation is not very good.

High profile, not pragmatic, is the industry's evaluation of PPG, which also contains more or less the industry's view of Li Liang. "

It can be deduced that this kind of frivolous and arrogant mentality has led to the embarrassing situation of the rising commercial Nova: lack of long-term patience for the management of enterprises; the business model is far from mature, but it is expanding rapidly and eager to go public; the quality of the clothing provided has been repeatedly criticized, but the quality has never been improved.

Li Liang, founder of PPG's rival, Quan Lei, also said that it was not surprising to hear the news of the escape of Li Liang's money at first. "Li Liang is not suitable for starting a business. He is better at playing capital."

More investment bankers revealed that Li Liang had made a 51marry website before and after 2000, and obtained an investment from Softbank China.

The end of the story is that after 51marry spent the money of investors, Li Liang stealth abroad for many years and returned to China in 2005 to make a comeback.

Of course, whether PPG will repeat the mistakes of 51marry is not yet conclusive, but it seems unlikely that PPG will want to re kill the clothing market. This once vigorous commercial myth is bound to leave a sigh.

Reporters recall that when the layman broke into the clothing industry, its amazing growth momentum has led many consensus to the future growth space of the new business model. Many business people believe that PPG will finally win the shirt king YOUNGOR.

After hearing this view, Li Rugang, chairman of YOUNGOR, just smiled and said very humbly: "PPG's model is worth learning from."

"Valentino" encountered "Waterloo" from the world's top luxury brands into the cheap and cheap brand of the middle and low-grade brand. Waterloo Valentino, the famous clothing brand Valentino, fled China. It was a tragic and helpless journey.

Someone has made rough statistics. In China, there are more than 150 clothing brands named after Valentino. They spread all over the streets and streets at tens of yuan, and they pulled Valentino from the top of the world's top luxury brands and fell into the cheap mire of the low-grade brands.

At least in China.

According to industry and commerce departments, many domestic companies have registered other well-known trademarks as their own business names, and commissioned intermediary agencies to register with overseas companies, and then apply for registration of a trademark logo similar to the trademark in China. They then began to sell their own "famous brand products" with the trademark application acceptance notice, which made people mistakenly believe that they are well-known products abroad, which is known as "brand name" in the industry. This phenomenon is particularly prominent in the clothing industry.

In 1993, VALENTINO held a large-scale clothing exhibition in Beijing, and achieved great success. But the brand did not really enter China. Li Gui,

11 years later, VALENTINO signed a cooperation agreement with BABEI group of China, and handed over the general agent right of China's regional brand menswear series to BABEI group.

It marks the beginning of Italy's top brand entry into China.

However, in the past 11 years, Valentino's clothing, shirts and leather goods have been sold in China. According to BABEI's responsible person, Valentino is not the Chinese name of VALENTINO. These brands are not related to VALENTINO.

"Like Chang three is famous. In order to make myself famous, I may have a name called Zhang three, and Valentino belongs to this brand name phenomenon."

A person in charge of BABEI group uses this way to compare the phenomenon of Valentino everywhere in China.

Reporters in the new world, department stores and new Dongan and other large shopping malls in Beijing found Giovani &#8226, Valentino, Valentino &#8226, Cooper, Valentino &#8226, GUCCI, Valentino &#8226, Dior, VALENTINO&#8226, VUDAN...

All kinds of sworn brothers without VALENTINO's consent were rampant.

BABEI chief told reporters that the domestic Valentino brand was only Giovani • Valentino had a blood relationship with VALENTINO, while other brands were "near brand names" who wanted to use VALENTINO to appreciate.

It is learnt that many of the agents in the market are not directly authorized from the Valentino family. Instead, they get the sales rights from the distributors in Taiwan, China and Hongkong, China.

Domestic enterprises will register "Valentino" as the name of an enterprise outside the country, and then produce and sell these products in the name of commission processing, authorized production, and franchising.

These products return to China, and they only need to be recorded in the business sector.

Family division is the root cause of brand pain. The BABEI group in Zhejiang is the sole agent of Valentino in China.

In the face of many domestic counterfeiters, BABEI group is full of grievances.

"It's not that we don't want to fake a holiday. We are just the distributors of the brand, and maintaining the intellectual property rights of Valentino is actually a matter of brand owners. They do not want to fight, and we have no way to do it," said Chen Yun, director of public relations Department of BABEI Fashion Company Limited.

Another Valentino company -- Mario • Valentino also signed an agreement with Guangzhou Georgia Shoe Co., Ltd., which is the sole distributor of Valentino footwear products in China.

At present, there are more than 200 brands of counterfeit Valentino brand in China, including dozens or even 100 on leather shoes.

Because Valentino is not willing to invest in domestic anti-counterfeiting, the two companies are facing considerable difficulties in their operation.

Such a famous brand, facing the rampant counterfeiters in China, has chosen the policy of smoothing the peace. It is indeed surprising.

An expert analysis shows that the reason why Valentino is reluctant to take drastic measures in the Chinese market is largely due to the separation and control of brands within the family.

The development of the Valentino family to the present stage is actually supported by three parts, namely, Mario, and Giovani.

Because of the independent operation of the three party, the use of the brand is taken for granted, but when it comes to brand maintenance, everyone's thoughts are relatively slack and dependent.

There is also a very important reason for this. Because its brand appeal is great and its market span is wide, apart from China, there are more than 100 countries in the country, so its strategic importance has not been attached to the Chinese market. As a result, Valentino has not enough monitoring from the brand planning, authorized production to the marketing network. For a brand with great appeal, it is easy to leave a big opportunity for some counterfeiters.

Why is the name brand increasing?

The current situation of Valentino is clearly warning the importance of cleaning up the market at headquarters in Italy. If the three brand owners can unite to work together to maintain Valentino in the fastest time, the speed of brand change will definitely accelerate.

When the "Waterloo" enterprises are listed on the basis of philosophical management, they must form their own unique mode in the system management.

When Wah ha ha extends from children's drink to children's clothing, there is an important brand connection which results in the obvious break of the brand chain.

Children's wear and beverage properties are broken, and brand resources are hard to be covered horizontally. Wahaha's "healthy children's wear" brand selling and marketing public relations activities not only make consumers careless, but also dealers seem to be half hearted.

The breakage of dealer brand marketing experience is particularly far-reaching for the future of Wahaha children's clothing.

The success of McDonald's children's clothing is also extended by the food industry to children's clothing. Wahaha has encountered Waterloo. This is the direct consequence of the competitive strategy theory. If the enterprise wants to make a contribution to evergreen, it must build its foundation on the basis of philosophical management, that is, form its own unique mode in system management.

In the traditional competitive strategic planning, the success of Wahaha can not be achieved.

In the 18 years of the Chinese children's market, it ranks first in the Chinese beverage business for four consecutive years. It has always been the dominant player in the Chinese children's beverage industry and has an unshaken brand position and influence in the children's beverage market.

Wahaha tried to use its brand influence in the children's beverage industry as a driving force for the development of children's clothing market, but unfortunately encountered the brand "Waterloo". What's the reason?

"The four breakages are not only the gap between four consumers, but also the shortcomings of Wahaha children's brand in brand communication."

Mr. Zong Qinghou, President of Wahaha, said at the beginning of the Wahaha children's clothing listing: "to do children's clothing, we also cross the river by feeling the stones, and finally let the market speak and let consumers speak." the theory of crossing the river by touching stones tells us that there is inherent logic between stone and stone, which is a systematic view of strategy.

In August 2002, Wahaha clamored to publicize the children's clothing and announced that it would open 2000 stores in the country by the end of 2002 to enhance Wahaha children's clothing in China.