Tide Brand Of CHIC2015: Tide Brand Incubation

The pursuit of individualization and differentiation of clothing has led to the rapid development of Chao brand in the local clothing and consumer market in recent years. More and more brands and terminal stores are constantly joining the tide.

However, the popularity of the consumer market has not allowed the development of the brand in the future.

"In a few months, whether our brand exists or not is unknown."

Ren Bolin told reporters.

The frying of concepts and the unsalable products, the birth of new brands and the continuous closure of old brands are obviously the most realistic portrayal of the current development of local brands.

In Bo Lin's view, the most direct cause of the development of the service brand is capital.

"In fact, by the end of 2012, we closed nearly half of the shops. Apart from the fact that these shops were not very profitable, our financial strength and operational capacity were not enough to support too many terminal stores."

Ren Bolin told reporters that the damage caused by fast opening shop is far more than that. "Because too many stores are too fast, we are not strong enough to control the supply chain, and there are some problems in the quality of products."

This phenomenon is not a case in the tide card, and the navel navel is also facing the same problem in its development.

Navel eye brand director Gao Wenzhe told reporters that navel has also experienced a large number of shop development stage, at the peak of brand development, the navel eye opened 9 stores, but later because of the high rental costs and operating costs, they also closed shop.

At present, Gao Wen Jie's idea of running entity shops has also changed. "What I am thinking now is to focus on products and experience, and do well in physical shops."

Indeed, the high cost of commercial channels is indeed a great burden on the development of the original brand.

The nature of tidal card itself determines its high cost in channel development.

The price of tide cards is generally relatively high, and the buying population has certain economic strength. There are people who are chasing fashion trends. This group of people usually choose the fashion business circle with the core trend when shopping, and the rents of these shops are generally higher.

Wang Xiaozheng, manager of RDK, China trend group, is deeply impressed by the development pressure of Chao brand in the local market. At present, he is responsible for Robe Di Kappa (RDK) brand business in China. During the operation of the RDK brand, he also realized the importance of channel and supply chain resources to brand building, which need a lot of capital investment to achieve.

"China's trend is to advance itself.

Construction has successively invested more than 100 million yuan, and RDK is relying on these advantages of channel resources to greatly reduce the cost of channel development.

Wang Xiaozheng told reporters.

For most of the original brands that lack the support of large groups and consortia, the pressure to face them is obviously more than that.

"In addition to the high cost of channels, many start-ups are difficult to find even because of the small orders."

Wang Xiaozheng told reporters that the lack of resources has caused many tide cards to consume too high cost in the supply chain and channel links, and the price of the final pmission to the terminal market is also very high, which has caused great pressure on the healthy development of the original brand in the local market.

"A few years ago, I saw some of the original brands in Guangzhou, many of which have disappeared now and replaced by some new tide cards."

Wang Xiaozheng said.

For the survival of the original Chao brand, Gao Wen Chai also admitted to reporters that he knew about the original brand of local brands. Most of the brand owners did not regard chao chao as their main source of revenue. "They usually have other sideline industries as support. In fact, our navel is purely a product of our team's hobby, and our main business is our own design company."

Gao Wenzhe said.

And the commercialization of local original brand has also been difficult.

Liu Shuang, the founder of the chao chao brand NOP, said in August that it would end the stage entrepreneurship. For the reason of ending the brand operation, Liu Shuang said that NOP has not done well in the past three and a half years, but it is not bad either. Its biggest problem in the operation of the brand is growth.

"The growth rate of NOP in the first 18 months is still satisfactory, but the growth in the latter 18 months has not reached our expectations. In 2013, the growth rate in 2012 was only about 30%, and there was no obvious improvement from the first half of this year."

Liu Shuang said.

In Wang Xiaozheng's opinion, the tide card has no difference from the development of other clothing categories. First of all, it is necessary to achieve large-scale production. "In the clothing industry, there is no benefit without scale."

This has also become the reason why many of the original brands are quick to open stores in the near future.

But relying solely on the strength of the brand alone, it is necessary to support the operation of a large number of shops, without strong support of resources and strength, it is very difficult to achieve effective management and operation.

At the same time, the local business environment does not provide a good development environment for the original designer brand.

"Now some high-end shopping malls are expensive, and if the original tide card is not too strong, it can only get a very bad position, which can not play a good role in promoting brand sales or image promotion."

Gao Wenzhe told reporters.

Wang Xiaozheng deeply agreed with this, he told reporters: "China's current business channel is still the two landlord mode of operation, shopping malls to collect high funds to the brand, which has created a lot of pressure on the development of the start-up brand.

In foreign countries, many shopping malls have their own buyers. They will regularly choose some brands of goods to buyout, or cooperate with special brands, which will provide more opportunities for choice and development for the development of start-ups.

In the face of the current business environment, for the tide of shortage of money, seeking cooperation or cooperation with Chao brand integrated store seems to be a more feasible option.

In the view of Gao Wen Zhi, the development of local brand is crucial.

"The development of tide brand needs atmosphere. Besides the construction of business atmosphere, we should popularize and publicize the culture of tide brand, increase consumer's awareness of tide brand, instead of just using Chao brand as a" dispenser "in wardrobe to buy, all are Guan Jian who promotes the development of Chao brand in the local market.

And seeking to match the brand culture atmosphere has become an important consideration for the development of belly button in recent years. It is also the reason why the navel chooses to exhibit CHIC-YOUNG BLOOD (CYB).

"CYB brings together many famous brands at home and abroad. The atmosphere of the exhibition is very strong. Through exhibitors, we can get in touch with many of the latest trend culture and understand the trend of our colleagues. It helps us to sort out our own development and define the future direction."

Gao Wenzhe told reporters.

In addition to gathering tide cards and creating a brand culture, CYB is also exploring a business model that is more conducive to tide brand development.

In 2015, CYB will go to Shanghai to take part in the exhibition in the form of CHIC (China International Fashion Fair) exhibition, and strive to maximize its docking with CHIC's abundant business resources while maintaining its independent personality.

And CYB's pformation to Shanghai also provides a broader development soil for the future development of tide brand.

"As one of the most fashionable cities in China, Shanghai has gathered a large number of local buyers and integrated stores. Compared with Beijing, Shanghai has a strong cultural atmosphere, and there are more consumers who like to tide cards and understand the culture of tide brands."

The head of the CYB exhibition believes that the exhibition will be held in Shanghai, which will help local brands tide over their own development and provide a more favorable environment for the tide brand docking market.

At the same time, the organizers of the exhibition also actively explore and innovate the display mode of tide brand.

During next year's CYB, the organizers will select several distinctive brands to display in the form of concept stores, and help tide cards to find the most suitable terminal display images.

In the face of the lack of excellent commercial resources, the exhibition organizers also launched the "multi brand shop conference", inviting Wanda Plaza, Wangfujing department store, Taigu Li, Joy City, Tmall and other channels to participate in the platform, and strive to help the local tide brand landing market.

Although in the current market, tide brand development will face many difficulties, but with the change of consumers' concept and the support of various resources such as industry platform, Wang Xiaozheng believes that the future market will be more and more favorable for the development of tide brand.