How Does Wenzhou'S Local Brand Break Through?

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 the Wenzhou clothing trade association, Armani, Zegna, Versace, Gucci, SARAR, Martha, Montagut, Diano, and Diano have all worked together 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.

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,

With the continuous improvement of the manufacturing industry, the style and quality of many products have been gradually integrated with the world standards. 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 that year, the Wenzhou clothing chamber of Commerce recommended to the government departments.

The feasibility and great advantages of the strategy are: About 2300000 Wenzhou people have built more than 500 markets in the large and medium-sized cities of the country, and established about 400000 sales outlets, especially in 171 cities in the country. The Wenzhou chamber of Commerce has established a favorable condition for the establishment of "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.

"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.

And so on.

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.