Domestic Clothing Brand Is Difficult But Still Faces Challenges.

"P >" when foreign clothing brands, especially luxury brands, have entered China's gold rush, the domestic clothing brands are worried. Although many domestic brands have taken the pace of internationalization, they are far behind the world famous brands in terms of brand culture, design concepts, means of operation and channel mode. < /p >

< p > shopping center occupies an important position in the imported brands such as Chanel and Gucci. In the eyes of consumers, it is the new dress of Prada and LV that is infinite in expectation. In the minds of most people, the domestic clothing brand has never been the first choice. At best, it is only a "compromise" that can not be sought and returned. The Chinese costume history, Han costume, Gao Jie and Tang costume are gorgeous and gorgeous. After centuries of lingering charm, Chinese modern clothing has lost the appeal. As a big clothing country, why is it so difficult to build an international first-line brand? < / P >

< p > < strong > < a > href= > http://sjfzxm.com/news/index_f.asp > < /a >: strong momentum of development but hard to beat internationally famous brands < /strong > /p >

＜p＞　　"衣食住行",在中国老百姓的日常生活里,服装需求被排在了最紧要的位置.事实上,自20世纪80年代以来,纺织服装业确实成为了我国发展速度最快的产业之一.深圳女装、宁波男装、汕头内衣、均安牛仔、海宁皮革等区域型产业集群的形成,使得中国服装产业在区域内具备了强大的上下游配套能力.而雅戈尔、爱慕、三枪、红黄蓝等知名品牌也表现出了较为强劲的市场竞争力,其中不少品牌更在原有单一品类的基础上进行品牌延伸,向全品类发展,如红豆从男装延伸至家纺、家居服,浪莎从袜业涉足内衣等.一些拥有良好客户基础的品牌还根据不同客户群体的需求推出了针对性的品牌,如美特斯·邦威推出ME&CITY品牌,太平鸟旗下则拥有贝斯堡、帕加尼、乐町、魔法风尚等多个不同风格的品牌.甚至,不少国产品牌也迈出了国际化发展的脚步,波司登登陆欧洲市场、利郎男装亮相

The fashion week in Milan is very impressive. < /p >

＜p＞　　在国际服装市场上,我国也一直占据着服装生产和出口第一大国的位置.然而,这些看似美好的发展势头和"第一"的排名并不能弥补中国服装行业的痛,因为她依然处于迎风生长的"青春期".云南亿鹏经贸有限公司总经理季林晓坦言,中国本土服装企业之间的竞争目前还停留在价格、款式等层面,绝大多数服装企业的产品销售都是以批发市场的大流通为主,而国际知名品牌却在逐步蚕食着中国服饰市场.LVMH、GUCCI、PRADA三大集团牢牢把控高端消费市场的同时,GAP、UNIQLO、ZARA和H&M等快时尚品牌则颠覆了原有的经营模式,掀起平民时尚革命.和国际知名品牌相比,国产品牌无论是品牌文化、设计理念、运营手段还是渠道模式,都望尘莫及,号召力同样不可同日而语,竞争力自然也就形成了云泥之别.＜/p＞

< p > < strong > < a > href= > http://sjfzxm.com/news/index_z.asp > > /a >: the hollow of the brand is the soft rib, the extensive operation is difficult to continue, < /strong > /p >

＜p＞　　据中国服装品牌研究中心统计,我国目前有超过一万个服装品牌,而且还不断有新兴品牌诞生.但在这以万为单位的品牌中,却没有一个成熟到足以走上国际舞台呼风唤雨.究其原因,品牌空洞化是最大软肋.季林晓指出,中国的大多数服装品牌自身没有形成清晰的核心价值与品牌定位.《中国企业品牌管理能力白皮书》佐证了这一说法,该书表明,90%的中国企业认为品牌在行业竞争中至关重要,但在年销售额低于5亿的中小企业中,有69%没有基本的品牌定位,86%的企业没有完整的品牌规划.而作为服装行业的灵魂,中国服装企业存在一个普遍的问题--缺乏自主的设计风格.中国现代服装设计起步较晚,水准也相较落后于国际,本土尚未诞生具有世界影响力的服装设计师,不少企业的设计以抄袭大牌为主.在这样的前提下想走品牌化道路,无异于痴人说梦.＜/p＞

In the short term, it may be able to expand the scale, increase revenue and increase profits. But in the long run, the gross profit margin and net profit margin can hardly be maintained and the added value of the brand can hardly be improved. In the final analysis, the clothing enterprises that cannot concentrate on the intensive cultivation of the brand will eventually get rid of the vicious circle of rising cost, decreasing profits and increasing inventory. In addition, the excellent brands must have their own secrets in marketing mode, management mode and capital operation. However, Chinese clothing enterprises lack the research on the business mode, and can only walk silently in the old road with no originality. < /p > Li Kailuo, President of the famous fashion industry economic research and President of Guangdong fashion industry economy research institute, said that Chinese clothing enterprises mostly adopted the extensive development mode of multi brands and more shops. P

< p > < strong > > a href= "http://sjfzxm.com/news/index_p.asp" > opportunity < /a >: both internal and external factors are all prepared, to meet challenges in the shuffle, < /strong > /p >

With the acceleration of the market economy and the intervention of capital, the Chinese market is becoming the focus of global commercial attention and the brand competitive force. With the acceleration of market economy and the intervention of capital, China will also become the largest consumer market. China's local garment enterprises, as host, already have the innate advantages of realizing the rise in the new round of ecological change. Meanwhile, the importance of brands in the industry has been further recognized. And the cultivation of independent brands, independent knowledge production rights and core competitiveness has also attracted the attention of the CPC Central Committee and the State Council and the wide attention of all sectors of society. This will become a driving force on the road of Chinese clothing enterprises' brand development. < /p > < p >

P > as far as the microcosmic level is concerned, China's garment industry has made considerable progress after more than 30 years of intensive cultivation. Manufacturing capacity has always been a strong point for local enterprises. MADEINCHINA is a real name for logistics. In terms of logistics, China has established a complete sea, land and air logistics system, providing a strong guarantee for the garment industry's important speed. China's vast territory and abundant resources and raw materials will not be a problem. The most gratifying thing is that after China's market competition, China's local clothing brands and garment enterprises have gained a favorable market position in the domestic market, YOUNGOR's enclosure movement, the brand diversification of Shanshan, and the sports marketing of the seven wolves. <

No doubt it is proved to the world that China's clothing brand has been ready to go ahead and the road to rise has been paved. Only that we can not be indifferent to the erosion of international brands, and can not expect the complex performance of the Chinese market to form a the Great Wall that resists foreign brands. In the evolution from extensive to meticulous, from interest oriented to efficiency oriented, from the clothing giant to the garment power, the Chinese apparel industry is facing a new round of shuffling. It is also a great challenge. For the Chinese clothing brand that is still in puberty, the road of the brand needs long-term adherence. It can withstand the loneliness and stand up to grinding, so as to usher in the blossom of flowers. < /p >

< p > < strong > way: ten years grinding a sword, casting brand with the product < /strong > < /p >.

Ji Lin Xiao, who has been struggling for many years in the clothing industry, has shared the experience that the development of the brand is a systematic and scientific process of building. Therefore, Chinese clothing enterprises first need to establish a systematic brand concept. Through market investigation and analysis, we can understand the needs of consumers, identify the brand strategy, positioning and personality, persist in the accumulation of brand style, and root in the target consumer group through product and marketing. It is possible to establish a real brand. In this process, the swaying style is a taboo. The best way to bring the characteristics of the brand itself to the extreme is the best policy, such as the elegance of P, the refinement of Chanel, the cutting of Balenciaga, and the classical lattice symbol of Burberry. < p > in the face of this challenge, only by building the brand's high visibility and high quality recognition can we gain a firm foothold, and then become a brand, but brand.

Stick to the brand's own characteristics, in order to go a long way and go far. < /p >

P > last week, Yunnan billion Peng economic and Trade Co., Ltd. introduced the domestic women's clothing brand OYLL Europe to the Yunnan market. Before that, the company had already represented the brand of Yaren, spring and other women's clothing brands. Ji Lin Xiao said that the addition of Oyll EU Li greatly enriched the production line of the company, and the pformation from the traditional competition of single brand to the brand group competition of the subdivision brands was exactly his business philosophy. Ji Linxiao said that the brand differentiation can meet the consumption needs of different ages, personalities and values, and provide consumers with more diversified choices. Subdivision of brands can grab the target market in a targeted way, while the brand collectivization embodies the competition of resources and strength. < /p > <

Tang Jiageng, Dean of the media School of Yunnan University of Finance and Economics, compares the brand building process to the marathon long run. It points out that the brand must be patient and perseverance, and bid farewell to the strategy of putting the cart before the horse in the light of marketing and marketing. In Tang Jiageng's view, advertising marketing is just a part of brand promotion, which is the most important part of brand promotion. The product is the core competitiveness of the brand. Because "the quality of the product will be perceived by consumers directly", he suggests that the brand invest more in R & D design, do not blindly control the cost, and occupy the market at a low price. < /p > p