Facing The Fierce Competition In The Clothing Market, How Can Local Brands Break Through?

The level of manufacturing in Wenzhou has been constantly improving, and the style and quality of many products have been gradually integrated with world standards. Many employers like Yu Hancheng have begun to climb the ladder by themselves and take the road of their own brand.

As a matter of fact, this is also the choice that reality has to force.

The brand awareness of "heavy manufacturing and light circulation" is not high enough, which has made many enterprises in Wenzhou face the helplessness of dressing for others.

Lu Yi, manager of the planning department of Yintai department store, for example, has a very good Danish dress in the past few years.

It used to sell 1 million yuan a month without promotion, but a local dress design and fabric is not inferior to ONLY, but only a fifth of its monthly sales.

These days, at the Wenzhou import fair, famous brands from 24 countries and regions, such as Britain, France, Germany, and so on, are gathered together to enable the public to have enough shopping addiction at home.

Wenzhou people have a strong sense of brand in shopping, and are willing to go to a foreign country to spend money on shopping.

In fact, many people in Wenzhou are not aware of the fact that the fashionable brands and famous brands they chase may be made in Wenzhou.

According to Zheng Chenai, President of Wenzhou clothing trade association,

Zegna,

,

SARAR, Martha, Montagut, Diano, and Carlo dun have all cooperated with Wenzhou garment enterprises.

Up to now, 5 of the top ten international brands of clothing in the world have been processed in Wenzhou garment enterprises.

An embarrassing reality is that Wenzhou has produced 10% of the country's clothing and 20% of its leather shoes, most of which are processed by OEM, but there are less than 100 brands of real brands. In the international high-end clothing brands, Wenzhou brands are almost "Aphasia".

In the realistic context of building a fashion capital, how should Wenzhou brand stand out?

Difficult brand breakthrough

From the day when the company was founded in 1999, Yu Han realized that the importance of independent brands to the development of enterprises in the leather shoes industry, which is increasingly homogenized in product quality and cost, has invested millions of dollars in brand promotion every year. In his words, only by brand shaping can we enhance the recognition and added value of products.

After decades of accumulation, the level of Wenzhou's manufacturing industry has been constantly improving. Many styles and quality of products have been integrated with the world standard. Many employers like Yu Hancheng began to climb the ladder by themselves and take the road of their own brand.

As a matter of fact, this is also the choice that reality has to force.

The brand awareness of "heavy manufacturing and light circulation" is not high enough, which has made many enterprises in Wenzhou face the helplessness of dressing for others.

Lu Yi, manager of the planning department of Yintai department store, for example, said that the famous Danish ONLY, which was sold well in the past few years, had been sold for 1 million yuan in a month without promotion, while a local dress design and fabric was not inferior to ONLY, but only a quarter of its monthly sales.

In order to change the impression that "heavy manufacturing and light circulation" has always been given to the outside world, Wenzhou has gone through a sweet and sad journey. The "Wenzhou name purchase" aimed at upgrading regional brands is undoubtedly fresh material.

In the same year, the Wenzhou clothing chamber of Commerce recommended to the government departments the feasibility and great advantages of the "Wenzhou name purchase" strategy: About 2300000 Wenzhou people built more than 500 markets in the large and medium-sized cities, and about 400000 sales outlets, especially in 171 cities in China, which set up the Wenzhou chamber of Commerce, which provided favorable conditions for the "Wenzhou name purchase".

However, less than two years later, the first "Wenzhou famous purchase" hit the reef in Wenzhou.

When gathering more and more international brands at home, it is worth pondering over how to make more local brands stand out.

Cultivating brand growth soil

"A fashionable city should be a collection of famous brands both at home and abroad."

This is Zhang Lei, general manager of Wenzhou import market, who understands fashion city.

He believes that the current Wenzhou enterprises to create their own brand can be described as "heaven, time, place, people, and advantages."

Wenzhou consumers have higher self purchase of high-end goods than Beijing, Shanghai and other tier cities.

In addition, the increase in production costs, such as labor cost, raw materials and exchange rate, has become unprofitable and variable in recent years. This has also strengthened Wen's decision to create an independent brand.

In this regard, Wenzhou University business school dean Zhang Yili Ceng Jianyan, Wenzhou consumer fashion capital construction should collect these resources to Wenzhou, and integrate resources such as manufacturing, sales and designer talents to create a high-end platform to accelerate the emergence of local brands.

How to integrate these advantages by building a platform, and turn these advantages into reality, Wenzhou has gone through a road that is not smooth.

In the past few years, the European city's international clothing brand "ortris" failed to die. Even the Wenzhou Dan Lu Plaza, the first city complex with many domestic and foreign products, finally went bankrupt, which reflected the pain of Wenzhou in the commercial hardware and software environment.

"There is no fashion consumption festival in Wenzhou that can be called as the Yiwu Commodities Fair. Even the most prosperous five Horse Street is not enough. What does Wenzhou take to make local manufacturing brands germinate and thrive?" to Zheng Chenai's relief, with the continuous enlarging of Wenzhou's urban framework in recent years, the new round of business layout, including Oteri J, bonded logistics park, business headquarters park and high-end business service area, is being planned and implemented. Wenzhou is making every effort to create a new consumption environment and platform.

A good brand must be called well.

As early as 2013, our city proposed to build Wenzhou's "China fashion consumption capital" and strive to build Wenzhou into an important international fashion consumer goods exhibition center, trade center, distributing center and fine manufacturing base in 5 years.

From the feedback of the import exhibition, the fashion consumption in our city is constantly upgrading, which puts forward higher requirements for promoting the pformation and upgrading of the characteristic light industry in our city and the brand creation of enterprises.

"Many products in Wenzhou have a high starting point, but the overall feeling is that Wenzhou products have no influence in the fashion value chain."

The so-called value chain is the right to speak culture, says Cai Xiang Yang, a fashion critic and professor of Donghua University.

Wenzhou products should be chosen from the popular elements of Europe and America, and more should be maintained in national characteristics.

Turning the meaningful culture in Wenzhou history into a part of the product elements, creating a local fashion brand.

"When you develop a new product, the same product will appear in the market within a week.

And culture is varied.

The brand personality will be vivid and vivid if the culture of a unique style is injected into the brand.

Xu Haoran, a brand scholar and a free media man, also holds this view.

In fact, after more than 30 years of efforts, Wenzhou's industrial base has already been in a leading position in the whole country, and has also produced a number of brands that can be heard all over the country.

Famous brands such as CHINT, AOKANG, news bird, Metersbonwe, snow song and so on, are willing to spend a lot of money to move the stage and order of brand promotion to all parts of the country, and brand awareness is also rising.

Then, with distinctive personality brand, how to shout? "R & D, design, manufacture, sales to customer experience is a complete product providing process, each link determines the brand image and product sales success."

Zheng Chenai said that this is a link that modern manufacturing enterprises must consider.