How Should China'S Big Brands Upgrade?

Speaking of

What do people think of? A ghost town that is bursting with property bubbles?

?

According to the world clothing shoes and hats net, perhaps from now on, mention of Ordos people should think of China's super model Liu Wen.

It is true that the clothing brand that sold the cashmere sweater, Ordos, which once had the fragrance of the grassland (probably still carrying some goat's smell) came to a brand new upgrade this year. It also invited the big cousin Liu Wen as spokesperson to make a show.

Under the headline of consumption upgrading, Ordos can be said to have handed in a standard answer.

The upgraded Erdos are divided into 4 brands, high-end luxury brands, 1436, and young players

The BLUEERDOS, the main middle age family market Erdos 1980 and the preserved initial brand ERDOS.

In the new publicity film, Liu Wen is walking barefoot in the cashmere scarf and cashmere coat in the sea. It is interspersed with empty shots of the clouds in the sky and the cold color of the whole low saturation.

Coupled with the simple design of the new official website, a few cool and indifferent LOOKBOOK, Ordos is really tall at the first glance after the brand upgrade.

The big cousin is beautiful, the promotional film is beautiful, and the hard photo is beautiful.

But these are still difficult to realize the dream of upgrading Erdos.

Ordos, the typical and heterogeneous Chinese clothing industry.

Ordos is a typical example of the development of China's clothing market, but also a heterogeneous group.

Metersbonwe, Baleno and JEANSWEST, which once made a lot of Chinese clothing brands, have been shocked by European and American fast fashion brands such as ZARA, ASOS and H&M in recent years.

The reason is very simple. It is said that ZARA has a large number of designers who are squatting in every major show every day. The fastest 22 days of copying the scene can make clothes appear in the store, though the cost is to pay hundreds of millions of euros of infringement fees per year.

But I have to say, look at the 6-8 month product replacement speed of Chinese clothing brand, we lost a lot in Shanzhai.

First class design, second class fabric, three price, plus more concise store design, adjacent to the big card to improve the status.

Europe and the United States fast fashion has been faced with the brand aging problem of Chinese clothing brands hit the drain! Besides, the Chinese clothing brand will make "cloud sea take me to XXX, after I came out, I hardly know myself" this kind of black history marketing.

Ordos and these brands are different. Erdos has always dominated the high-end market by virtue of its unique high-quality fabrics, and even tried to attack the high-end luxury market.

1463 this brand was established in 2006 by Wang Zhen, vice president of the Erdos post 80s generation, and flagship cashmere fabric.

From the price point of view, it should be in the Italy brand MaxMara, or even slightly higher than MaxMara.

But from the category, there is no such thing as a MaxMara coat.

For a variety of reasons, Ordos's impact on luxury brands failed in the 2006-2015 ten years, but also missed the opportunity of fast fashion pformation.

To this day, the brand image of Ordos is seriously aging, the construction of electricity supplier channels is lacking, and the former main consumer groups gradually lose their consumption sovereignty.

In the face of the new generation of 85- 90's high consumption desire group, Erdos has no attraction from brand image to design, but it can't compete with the fast fashion brand next to Gucci.

From warmth to spirit comfort, clothing function has been completely overturned.

Now the question is coming. What Ordos can do now can reverse the market decline? The most important reason is that Ordos's concerns about the core links such as clothing market design and marketing have not been accurately plated into the pulse.

China's clothing market can be roughly divided into two periods: the age of fabric identification and the age of visual identification.

In the age of fabric identification, the functional properties of clothing remain physiological, such as the air permeability of "Dacron", such as the "high elasticity" of modal, such as the light and warmth of Erdos's main cashmere.

But when the economy becomes more and more developed, clothing production has become branding and standardization from loose family workshops and customized homemade.

Our living environment is getting better and better. Clothing is no longer the only way to adjust the temperature. The function of clothing has changed.

Today, the function of clothing has risen to self recognition and personality display, that is, the age of visual identification.

Now, Kenzo's tiger head and big eyes, Givenchy's exaggerated dark, or UNIQLO's ordinary and odd are all visual labels.

Consumers satisfy their spiritual needs by choosing different labels.

This is one of the secrets of fast fashion that can be copied by big guns.

Perhaps not so good texture, but a comprehensive visual performance and price, a fast fashion clothing can become a small spiritual comfort agent.

After upgrading and pformation, Ordos uses a slogan called "opening a new era of cashmere" - cashmere or fabric.

The core concerns are wrong. How should China's big brands upgrade?

Perhaps it is too difficult for Ordos to get rid of the fabric of history.

Even the brand name of Ordos comes from the fabric producing area. The name of luxury brand 1463 refers to the selection of cashmere fibers that are 14.5 microns long and 36 millimeters long.

Pride in fabrics is deeply rooted in the brand's genes.

Cashmere is very precious, expensive, light and warm, but are these consumers what they need? At present, most of the main fabrics are applied to special scenes, such as ski suit, assault clothing and fast drying clothes.

In terms of application, cashmere may be more suitable for the mink skin -- also the flagship fur and coat that can be used as the mainstay of the Northeast women's soul. So far, it has not produced a brand with barrier effect.

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Of course, we can still see the change of Erdos in visual recognition.

Liu Wen's advertising films, official website's new UI and several new product lines are evidence, but the changes in Ordos are still not radical.

In clothing design, the top 1463 of Erdos's high-end brand is the cold wind.

Everyone in the industry knows that sexual frigidity is a kind of "insincere" design, which is loose and concise, and can convey as little information as possible.

The so-called cold sex, in addition to clothing design, more reflected in the style of product shooting, page display.

Ordos chooses this style, perhaps because of its natural limitations on the performance of cashmere fabrics, or it can be understood that the pformation of product design is more difficult than the change of webpage UI. After all, the new products of Ordos are deducted from the pure white background and put in the normal light, so I am afraid that the cold will become mediocre or even out of date.

As for the BlueERDOS and Ordos, which are similar to the comfortable wind of UNIQLO, 1980 of them are not visually recognizable, while Liu Wen's endorsement of ERDOS has launched a retro, gorgeous romance, youth, liveliness and even a little rustic air (sorry, I can't find other adjectives for ERDOS's zodiac Festival Series) and so on.

On the whole, some brands are not good enough, but some brands are too fierce.

In addition to visual recognition, Ordos is not fast enough in marketing.

Although it is tall enough, the size and speed of information pmission is not enough.

This point is to mention the fast fashion in Europe and America, and constantly publish the news of a certain supermodel wearing fast fashion and big luxury goods through social media, and from time to time, cooperate with the designer of the big brand, and spread the point to raise the social status.

There are also 00 scattered problems.

For example, the upgrading of offline stores, the redevelopment of e-commerce channels and online publicity channels.

The answer to the Ordos problem and the wrong answer is probably the same as most Chinese brands that shout "consumption escalation".

[concluding remarks]

The story happened in Ordos looks like a particularly beautiful fairy tale under the background of big consumer upgrading.

Unfortunately, most of the stories in fairy tales are deceptive, and reality is often cruel.

The clothing brand of Erdos is just like the city that nurtured her. The road of revival is blocked and long.

Finally, I need to use the mantra of Zhang Xiaolong, the father of WeChat, to explain that what I say is wrong.

More interesting reports, please pay attention to the world clothing shoes and hats net.