Where Are The Reasons Why Local Brands Lose To International Brands?

In recent years, China's local brands Clothing enterprise The profit space has been declining, and the clothing industry has seen a large-scale "closing shop tide". According to the insiders, it is the adjustment period of China's garment industry and the reshuffle period of the industry. If local brands want to compete for the market with international famous brands, they must pay attention to brand building.

Statistics show that 80% of garment enterprises' profits are continuing to decline. The industry has also constantly heard the news of closure and running of garment enterprises. Facing the unfavorable situation, market segmentation has become a powerful weapon for the transformation and upgrading of garment industry to seize the market. For the current situation of the apparel industry, insiders admitted that there were not many good companies, and most of the enterprises were able to get along. Some of them had had a hard time and even had a survival crisis.

"Facing the severe economic situation at home and abroad, part of the two or three line brands are lagging behind due to lack of sense of crisis, and the inventory pressure is high. Production and operation is very difficult." China Textile Import and Export Chamber of Commerce stakeholders believe that a few brands of clothing due to misjudged situation in previous years, blind expansion of production lines and domestic sales terminals, and even foreign investment across the field involved in the main business, resulting in a fixed asset investment far exceeded the ability to bear their own funds, resulting in some loans overdue, or even to stop production and collapse.

Insiders believe that the adjustment period of China's garment industry is also the industry reshuffle period, and market segmentation has become a new fulcrum for the transformation of garment industry. For a period of time, China Clothing industry Rapid development, because of the large market, it is easy for enterprises to expand the scale, but there will be problems when the scale reaches a certain level, for example, from sports brand to leisure brand to a series of backlog of mass brand products. The scale of the enterprise is large and the front line is too long. Once the product is out of order, it will be overcrowded at the terminal.

At present, many domestic brands fail in the competition of the same industry. This is because Chinese brands (especially men's wear brands) still rely on ODM factory resources. No matter from fabric to design, they can not build their own unique characteristics. Enterprises' restrictions on creativity and blind pursuit of business objectives lead to the lack of innovative ability of enterprises, lack of training of talents in the industry, and finally the phenomenon of homogenization, which can not form an influence in the market.

The design department is Fashion brand The soul of domestic brands, because of its compromise with the market, has neglected innovative ideas. On the one hand, the local creative talents in China lack experience, lack of practical skills in professional knowledge learning, lack of cognition of the origin of clothing history, and on the other hand, do not understand the clothing structure, board technology and business needs, which undoubtedly hinder the designers' courage to show their individuality and style. The head of a garment enterprise in Ningbo said.

In addition, the lack of local brands' attention to terminal visual display aggravates the phenomenon of homogenization. The industry believes that not only products, and even terminal atmosphere, it is difficult to highlight the distinctive brand proposition. Many foreign fast fashion brands can grow rapidly in the local market, and are closely related to their fast and continuous innovation. The products are displayed on different shelves, quick turnover of products and clear visual display, creating a new and dynamic seasonal atmosphere, enhancing the attraction of shops to local young consumers.

If domestic brands want to compete with international famous brands, they must pay attention to brand building. Clothing should be analyzed from the perspective of brand strategy, development perspective, market competition environment and consumer demand, and capture the brand's own personality and trend to form an influential clothing product.