Why Is It So Hard For Local Original Designer Brand To Develop?

Throughout the history of the development of Chinese clothing, China's garment and textile industry has gained unprecedented development opportunities in the past 30 years, and experienced the upgrading process from quantity type, quality type to brand type industry since the abolition of the nationwide cloth purchase system in 80s.

According to official statistics in 2013, the retail sales of clothing shoes and hats and needle textiles amounted to 11414 billion yuan in China.

Only in Shenzhen area

For example, the total output value has reached about 180000000000 yuan.

In the face of such figures, we can clearly see the huge industrial scale of Chinese clothing and its impact on China's overall national economy.

The international market has been "long loved" for such a huge industrial cluster in China. Since 80s, the construction of production and processing enterprises in China has been established, and a large number of garment and textile exports have been exported. By the early 90s, Italy's top men's clothing brand Zegna came to China to set up a special shop, and went to the international top clothing brand to go to the fast fashion brand.

Under the offensive of brand culture, we have begun another "preemption" of China's clothing market.

Whether it is the active demand of China's garment industry itself or the passive demand of participating in the inevitable global competition of industries, the Chinese garment industry is placed in the historical moment of industrial pformation from production to brand culture. In the face of the strong competition of mature and perfect international brand groups, we can hardly learn slowly, and only quickly adjust the state to fight against this war without smoke.

How to shift from labor-intensive production to brand marketing with high value? China's clothing industry is exploring a road suitable for national conditions to adapt to the trend.

At this point, the original design because it can bring real core competitiveness to products and brands has been increasingly concerned by enterprises in the industry.

From the first lady Peng Liyuan's visit to Guangzhou's clothing brand "exceptions" to the 2014 APEC summit, the leaders and ladies of various countries praised the Chinese new dress, and the original design clothing brand and original designer received extensive attention from the government to the people.

But today, we see that behind the prosperity of the "original design clothing brand" is the difficulty of the enterprise and the strength of the brand. Why exactly is the development of the original design brand so hard?

Original design clothing brand development difficult problem

Design without management

Original design is the quintessence of the design industry. It can inspire individual creativity and promote the level of product development. Designers and artists need constant inspiration and creativity.

But on the other hand, the biggest difference between a designer and an artist is that an artist can accomplish a certain work independently. However, the designer can not, no matter how wonderful the design is, it must be integrated through the industrial chain. No real product can be formed without the process of development and production. Without sale and promotion, there can be no substantive contact with consumers. Therefore, how to pform talent into competitive, popular and high added value goods requires a "management system" throughout.

With the development of China's clothing brand so far, we may be able to tell each of the Golden Summit winners and top ten designers, but the famous professional managers and professional teams of clothing brand management are few and far between.

The most influential recently is Jin Zhenjun, a Korean American who has just left the Lining brand. He worked in Daphne shoes, and joined Lining in 2012. He served as executive director and executive vice chairman of the company, which is responsible for the operation and management of the brand.

Jin Zhenjun's split up with Lining also brought a big discussion to the industry about whether brand development needs to introduce professional managers.

When the design and management are derailed, it not only affects the rational pformation between the design and the product, but also affects the realization and continuity of the design.

So we can often see that the original designer brand of several people can survive, but once dozens of people will have various problems, they will get into a mess.

On the other hand, the lack of efficient management mode will increase the ancillary cost of the design, such as production cost, operation cost, warehousing logistics cost, sales cost, promotion and publicity cost and so on. When the brand is weak and the market pricing power is lacking, the higher cost will mean the increase of business risk and weaken the market competitiveness of the brand.

Original design

Development difficulties

Unstable style

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In the original design clothing brand operation system, the designer or founder plays a leading role, especially in the initial stage of brand development. Designers' personal aesthetic form and personality preferences often affect the style of the brand. This also leads to the instability of the brand style because of the greater influence of the designer. A series of products that are launched by the brand within a year will often appear. It can be noted that each series can be seen individually. But when it is displayed together, the audience will feel very mixed and chaotic, and the tone is not uniform. This is the phenomenon of unstable brand style.

Another phenomenon is that some designers are relatively casual and lack overall planning. This leads to the fact that the product sales cycle may be inconsistent with market opportunities and time nodes, thus affecting the normal development of the brand.

Original design clothing brand development difficult problem

Heavy design and light marketing

The same is the clothing design brand, the original design brand size is often smaller.

The reason is that there is a close relationship between the lack of brand marketing strategy and brand positioning in the late stage of market development.

In the case of extremely abundant market products, oversupply has led to the era of "wine is not afraid of alley" has become the past.

Even better design works, without proper marketing tools, will eventually be difficult to compete in the highly competitive clothing market.

For a brand, a small scale means big risks, lack of competition and risk resistance, and ultimately makes the wonderful work fall into a situation of "no one knows in a boudoir".

The intercepted data in the following icon are the statistics of monthly sales and related sales data provided by an original designer brand based on Taobao's third party data platform. In this form, we can clearly see that the brand store was founded in May 2013. After 18 months of operation, the latest statistics for nearly 30 days only amounted to 4668 yuan.

Original design clothing brand development difficult problem

Heavy personality and light Market

Because the original design clothing brand has the "original" hat, many people mistakenly believe that such brands and their products mean "new strange".

In fact, every brand should have its clear market positioning. She serves the target customers' group. She adapts to the needs of the target customers, rather than blindly pursuing new strange, ignoring or exaggerating the real requirements of customers.

At the same time, a more sharp and sharp brand means that her audience is relatively narrow. As we all know, the size of the target market also determines the space for the future development of the brand objectively.

As a popular Japanese fashion apparel brand, UNIQLO UNIQLO, its parent company sells FASTRETAILING rapidly.

FAST (fast) +RETAILING (retail) embodies the fundamental spirit of how to rapidly commercialize customer requirements and how to provide goods quickly, and also expresses the belief that enterprises are expected to become a retail business community with the universal concept of fast food culture.

This idea refers to clothing that can be worn at any time, anywhere and anyone through uniform services around the world, with reasonable and reliable prices, and large quantity of continuous supply.

Therefore, they have a unique product planning, development and sales system, so as to realize the low cost of shop operation.

In August 2013 (September 2012 -2013 August), the global net sales of UNIQLO brand reached 1 trillion yen.

Why UNIQLO can achieve such a high sales volume, in terms of style positioning, he is the simplest popular style. "Easy to wear" enables the brand to be accepted by a larger number of customers. As a common saying, maybe you wear UNIQLO is not so sexual, but at least it will not be ugly, which also creates a successful chance for the brand to gain huge market share.

Liu Yinfeng, Secretary General of Shanghai Textile Association, said in an interview: "when domestic designers create brands, they can survive and develop less. As far as I know, there are no more than 30% designer brands that can really make money in the circle, many of them are making wedding clothes for others."

It is not hard to see that the more sharp and sharp brands are, the smaller the market is, and the profit margin is harder to ensure.

But it is undeniable that those brands that have both the style and the market duality and scale to cover hundreds of millions of annual sales of the national market, such as the exception of Guangzhou, Shanghai's prime minister, Hangzhou's Jiangnan cloth and so on, are very admirable. These brands have undergone severe tests in the market and have great industrial research value.

Admittedly, everything has its two sides.

When we look at the problems encountered in the development of original design clothing brands, this is not the opportunity for China's original design clothing brands to become bigger and bigger quickly.

Challenges and opportunities coexist. China's original design clothing brand relies on strong local industrial cluster resources, relying on the growing domestic and domestic demand market, rooted in a long tradition of national culture. Even in the face of the collective competition of international brands and fast fashion brands with strong strength, local original design forces are still full of fighting spirit and confidence.

We must vigorously develop China's own original design clothing brand, which is not only the core issue of upgrading the entire garment and textile industry group, but also the only way for China's garment industry to achieve long-term, stable, high cultural added value and sustainable development.

Why is the development of original design brand so difficult?