To Develop, Local Brands Need To Be Aware Of The Status Quo.

< p > Peng Liyuan has attracted much attention from domestic garment enterprises in China.

However, this year, the Chinese clothing brand is facing the most complex competition situation in the past 30 years. With the increase of business and production costs, < a href= "//www.sjfzxm.com/news/index_c.asp" > brand homogenization < /a >, inventory backlog, sales and profits decline, consumer mentality and consumption structure at home and abroad, coupled with challenges such as fast fashion industry, electricity supplier and multi-channel parallel online and offline, clothing brands need to soberly recognize the status quo and seek breakthroughs.

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< p > the rise of business and production costs stems from the fact that many Chinese brands are still hard to break through the lineage of OEM manufacturers. The brand positioning created is out of line with the core competitiveness of enterprises.

Too much attention is paid to vertical integration, one-stop production and over concentration of purchasing production. This is a remote cause. RMB appreciation, labor and < a href= "//www.sjfzxm.com/news/index_f.asp" > raw material < /a > cost increase is a passive cause.

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< p > from the perspective of industrial structure, the important reason that hinders the development of China's clothing brand is homogenization.

Clothing enterprises lack effective methods to enhance brand value, and go out of the misunderstanding of homogenization competition and price war.

There are many reasons for homogenization, such as lack of design ability, or ineffective opening of products at the technical level, lack of innovative ability, lack of significant difference in function and style, and change of brand names in products. Three, product quality management is insufficient, and the quality and grade can not be separated from similar products.

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Outside the product level, domestic garment enterprises are also homogenized in many aspects such as competition strategy, marketing mode and so on. < p >

Due to the lack of scientific brand management strategies and methods, many enterprises create brand by advertising and celebrity endorsement. Despite the high cost and cost of advertising, they still can not establish effective brand value support and brand identity. It is difficult to form a distinctive brand personality image, resulting in an excess of homogeneous products in the market and an increase in inventory.

Therefore, advertising campaigns, price wars, promotional campaigns, resource wars and cost wars have become the active or passive choice of many brands, unable to form a benign market competition dominated by differentiation and a sustainable development model, which is in a dilemma of meager profits or even overall losses.

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< p > the current concern a href= "//www.sjfzxm.com/news/index_s.asp" > clothing high inventory < /a > problem is mainly due to the high price.

At present, the price of domestic clothing brand is about 6-8 times higher than that of foreign brands, which is more than 3-4 times more than that of foreign brands. Most of the cost comes from scattered distributors, decoration shop costs, entry fees, festival fees and other intermediate fees, which are ultimately paid by consumers.

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< p > 2013 should be the first year for the garment industry to return to reason.

The development of Chinese clothing brand should always focus on consumer demand.

However, our clothing market is immature, and it also stems from our immature consumers.

A successful brand needs more than a few decades of historical precipitation, so in this process, we need to guide consumers, rather than just follow the consumer.

This year, the subdivision of China's clothing market is imminent. This requires brand operators to take a correct view of the core competence of the enterprises, guide the market to precisely divide the target market, and tap the consumer's psychology < a href= "//www.sjfzxm.com/news/index_h.asp" > demand > /a >.

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< p > China's clothing brand, if it wants to rise, should start with quality and design.

China's clothing brands are generally not yet able to talk about their own designs, and they can only track and grasp the international trend.

If we can synchronize the design and development with the international design at the initial stage of design and development, so that the brand products can form their own personality characteristics and fashion foresight, and then after entering the marketing stage, we can get twice the result with half the effort and be more accepted and recognized by consumers.

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< p > on the other hand, in order to cope with the challenges brought by the fast fashion industry, enterprises should think more about how to improve service and experience value, reduce the cost of decoration, flatten the sales channel, diversify the category and quality, adhere to the pursuit of high quality products, and continue to precipitate the brand.

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< p > in the final analysis, now the consumer mindset and consumption structure are changing every day. Chinese clothing brands should deal with the current changes and difficulties. In addition to giving up the mentality of immediate interest and long-term precipitation, they should also make good efforts to locate the right core competencies, market segments, win the quality, innovate channels, and give play to the advantages of producing areas and < a href= "http://sjfzxm.com/DESIGN/designer/index.asp" > designer /a.

In addition, the industry's investment in future talent cultivation is also related to the continued competitiveness of the brand.

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