China'S Fashion Brand Goes To The World: Heavy Responsibilities

Although China has surpassed the United States since 2014 and has become the world's first apparel retail market, the presence of Chinese enterprises is very low in the high profit market segment. The mass market for the middle end market is also the largest brand of ZARA, H&M and UNIQLO. China's clothing brand has become world class Clothing brand The road is a long way to go.

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Just past "double eleven" data show that Tmall double 11 total turnover reached 168 billion 200 million yuan, a record high. Among them, wireless transactions accounted for 90%, logistics orders 812 million, through the completion of 1 billion 480 million Alipay payment, the peak payment 256 thousand strokes, is 2.1 times last year. Consumers from 225 countries and regions of the world participate. It is noteworthy that the official flagship store of Nike, the US sports brand, has become the first 1 billion breaker in Tmall history. More than 500 stores in UNIQLO national support for Tmall's first order and store's first mention.

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Whether luxury brands such as LV, Chanel and Gucci attract gold in China, or fast fashion brands such as Zara, H&M, UNIQLO and so on, they are all in fashion. consumption There are numerous garment enterprises and talents in big countries, but why is China lacking world-class brand?

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Not long ago, Interbrand, the world's largest brand consultancy, released the list of the 100 most valuable brands in the world in 2017. Clothing H&M and Zara ranked twenty-third and twenty-fourth respectively, but it is a pity that Chinese clothing brands do not share the list.

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What is the global brand? The global brand is that in the domestic market, seven yuan three yuan old mama can sell a price equivalent to seventy-three yuan in foreign countries, that is to say, its price is five to ten times higher than the domestic price, which is called the brand premium, and it is the best and the most profitable money in the world.

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Nowadays, clothing is a large category with complex consumption levels and rich value levels. Besides the shopping malls, there are supermarkets, street shops, brand shops, non brand stores, professional markets and emerging online shopping channels. International brands mainly occupy high-end market and mass market such as shopping malls and independent brand shops on the street. Chinese brands are more concentrated in the mass market and low-end market such as supermarkets, street stores, online shopping.

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How does China's clothing brand go to the world? The brand attracts people who share the same concept with the brand concept. If the owner has his own clear idea of life, he can point out the clear direction of design for the designer. How to put the idea of business owners in mind? clothing The best way to achieve this is to rely on "time" to install excellent "use functions" - Technology (edition teacher, craftsman), and "aesthetic function" - Design (solid basic skills of designers, cultural details + insight of the current situation), indispensable.

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Qiu Yonghan, a Chinese tourist in Japan, said in his book that if a Japanese shirt sold for ten dollars at the beginning, then the direction of his future efforts was how to sell the shirt to fifteen dollars, while the Chinese generally thought how to sell the shirt for five dollars without losing money. The strength of the brand is indispensable.

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The successful shaping of brand relies on the long-term training and training of theoretical, systematic and specialized organizations. From the 50s of last century, foreign organizations began to study a lot about clothing design. Experts in various fields have been involved in clothing research, research institutes, R & D, long-term research and development of commercial organizations, and the latest research results of various clothing related historical researches. It brings endless vitality to the development of garment industry.

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In recent years, Chinese clothing enterprises have become more and more aware of the importance of brands. For example, the Chinese feather down brand big coffee Bosideng has carried out cross-border cooperation with Ctrip on the basis of the national day as a node to pay attention to the gift package of WeChat public number and deepen Bosideng's "warmth, quality and intimate" in the hearts of consumers. brand image At the same time, attract more young consumers at the same time, reflect the brand younger, drain consumers, enhance brand image.

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It is understood that Bosideng group's revenue in 2016 increased by 17.8% over the same period last year, achieving a good revenue of 6 billion 817 million yuan, and the net profit increased by 39.5% to 392 million yuan. Among them, the income of brand down business reached 4 billion 579 million yuan, an increase of 15.1% over the same period last year. In July this year, Bosideng landed in Australia. In contrast to Australia and China, Bosideng explosive down jacket could be sold all year round.