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The Most Lack Of Brand Thinking In China'S Clothing Industry

2011/11/14 15:01:00 15

October 21st ~22, China's first session

clothing

Du Yuzhou, President of the China clothing association, said at the conference that the Chinese garment industry has gone through 10 years from "big" to "strong".

However, the Chinese garment industry is still "big" but not strong.

Feng Dehu, vice president of the China clothing association, took the Shengzhou tie as an example: "the necktie made by Shengzhou accounts for 50% of the international share, but the price per tie is only 1.61 dollars, so the market share can only be called the share of the market, rather than the market share."

market

Share, because our one hundred ties do not necessarily make money for a tie.

There is indeed an embarrassing situation in China's apparel industry.

Regardless of the trend, the rate of renewal is high.

fashion

Women's clothing is also a business men's wear that sells longer cycles and has less design changes. Sales of foreign brands occupy a larger advantage, and domestic brands of the same category are relatively cold treated.

Reporters in Beijing shopping centers, department stores found that foreign brands firmly occupy the golden berth, turnover is also far ahead of domestic brands.

"Big names like Chanel and LV have experienced not only a century of accumulation, but also a solid step forward on the road of brand management."

Du Yuzhou said: the cultural value of a brand should exceed its physical value.

Because of the improvement of technological level, people's knowledge growth and physical value will be lower and lower, and the proportion of cultural value will be higher and higher.

Experts believe that China's clothing industry is now lack of technology, but a brand building habit of thinking.

Machinery, raw materials and even the entire production line can be bought, and can be learned and imitated, but the brand can not be obtained simply by imitation.

How do domestic enterprises develop their clothing brand? Du Yu Zhou said: clothing manufacturers should pform their business philosophy, focus on improving their brand core competitiveness from product quality and service means, and create brand value from cultural, ethnic, historical and fashion sense. In order to win more consumers' favor and trust, they can gain more commercial value and social value.

"Leaving corporate culture to talk about brand culture is one-sided, brand culture can not be divorced from corporate culture."

Zhang Rongming, general manager of Beijing Ermu Underwear Co., Ltd., said: "corporate culture is for employees. For the whole company, brand culture is facing customers, aiming at products and markets."