2012-2013 Apocalypse Of China'S Garment Industry Development Report

In recent years, Chinese clothing brands have increased investment in design and channels. However, the lack of confidence in Chinese culture and the lack of confidence in local culture has become the biggest obstacle to the premium of Chinese clothing brands. Only by integrating culture into brand DNA can we create brand new brand value.

　　 Brand value It comes from culture. Brand value is the direction of clothing enterprises' efforts. Only by constantly shaping the unique cultural value of the brand, improving the management mechanism and enhancing the brand responsiveness and social responsibility, can the brand enhance its value and gain widespread recognition in the market. Cultural self-confidence is the core and most important content in the brand value.

We need to build cultural confidence. In the process of brand practice, Chinese brand clothing enterprises should consciously pursue cultural confidence and use this power to establish brand.

Cultural confidence is also an organic combination of brand value. Through observing the mature brands that are active in China's clothing market, enterprises should pay attention to the following three aspects: Commodity planning: a process that supports brand idea with product lines, requires clear brand culture and accurate market positioning; channel management: traditional Channel management mode Combined with culture, it becomes the development trend of channel management; innovative management: there must be some strategic control and decision making, so as to create a continuous cultural shaping and design innovation capability, and adhere to the core of design creativity as the driving force.

　　 New media marketing It is a marketing activity carried out through new media. It has distinct communication characteristics such as diversity, individuality, interaction and diversity. The media communication has changed from mass to mass, and its forms of expression are also colorful. The interaction of new media has increased the depth of communication and the diversification of communication subjects.

The communication channels of new media marketing are also changing rapidly, including micro-blog marketing, network video marketing and so on. The communication strategy of brand new media marketing includes positioning, service differentiation, integration of contents and channels, promotion of brand awareness by using Internet word of mouth, and promotion of brand reputation by using network public relations.

With the development of new media, there are still some problems. The concept is urgent to break through: lack of sensitivity to all kinds of hot spots on the Internet, and not realizing the importance and urgency of using new media to brand marketing and grabbing the virtual market to enhance the competitive advantage of enterprises; lack of strategy: without ideas, there is no way out, and it can not achieve the desired results; the value of knowledge is insufficient: the commercial value of new media is mainly reflected in the growth of market sales, the promotion of brand value and the improvement of audience loyalty; lack of integrity and lack of talents.