China'S Local Brands Should Strengthen Their Original Positioning And Characteristics.

Now, more international brands are entering China to form competition, and the market squeeze of leisure industry. Local brands are facing more severe pressure of survival.

Wang Junyu, a brand management expert, believes that "foreign enterprises in the product development process, give it a certain connotation, the products developed are often beyond expectations, rather than selling products, it is better to sell brands and sell connotations."

For example, Nike attaches great importance to the cultural elements of products, and emphasizes the independence and individuality of the American spirit in the marketing process, and firmly grasped the characteristics of the youth group.

To internationalize Chinese brands, the main solution should be to change the inherent views of foreign consumers on the low quality and low price of Chinese brand products, and further understand the needs of foreign consumers.

Under the premise of product and service innovation according to the international market demand, we should maintain and strengthen the original positioning and characteristics of the brand.

In this process, the brand needs to condensed its cultural connotation. Improper positioning and blind expansion are often the beginning of going to the bottom.

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Lining, for example, is the memory of a generation of Chinese who has the "Prince of gymnastics" laureate. However, the name "Lining" does not have much influence among young people such as Lining.

Former

Many of them are fond of it.

I decided to buy, but after 2010, Lining hit the concept of "90", and lost many of the original customers after 80 and 70. But the consumers after 90 did not have much impression on Lining himself.

It can also be regarded as the failure of brand remolding.

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Guangdong provincial governor Zhu Xiaodan, deputy secretary of the provincial Party committee Ma Xingrui, vice governor Liu Zhigeng and other leaders attended the exhibition hall of the industrial design exhibition, and listened to the presentation at the exhibition hall of the "governor Cup" costume design competition.

The exhibition invites designers and artists to create cross-border works, and shows the award-winning works of "governor Cup" costume design competition.

The exhibition shows that clothing industry technology products are also attracting much attention. Interactive showcase, 3D fashion show, 3D fitting mirror, 3D body scanner and 3D design software will bring great changes to the garment industry.

For example, 3D human body scanner can collect 85 data such as height and width in 16 seconds, form 3D image to the computer, and then synthesize it to 3D model by electronic fitting mirror. Consumers can make virtual fitting on the screen at random, and realize the remote tailor made of clothing products.

It is understood that in the 1-10 months of this year, garment enterprises above Designated Size in Guangdong province have completed 5 billion 573 million garment production, accounting for 20% of the total national total, an increase of 6.6% compared with the same period last year, and export clothing and accessories 29 billion 500 million dollars, an increase of 9.1% over the same period last year, and clothing production and export volume are still the largest province in China.

Of the 4597 textile and garment enterprises above Designated Size in Guangdong, the number of households with a total number of losses is 680, with a loss of 14.79%.

The main business revenue is 492 billion 871 million yuan, the total profit is 20 billion 914 million yuan, and the cost profit margin is only 4.83%.

Overall, the economic efficiency of Enterprises above Designated Size in Guangdong has steadily increased, and the deficit has narrowed. However, according to industry survey, the pressure of survival of garment enterprises under the scale is still relatively large. The problems are concentrated in the aspects of rising costs, fierce market competition, recruitment difficulties, lack of market demand and trade frictions.

Ding Ning, vice president of Guangdong apparel and apparel industry association, said that although the development of Guangdong's clothing industry is facing many difficulties, various innovative ideas have emerged in business models, design and research, technology application and cross-border cooperation.

According to statistics, the total number of fashion designers in Guangdong is over 100 thousand. In the whole province, there are more than 30 (more than 30) specialized institutions in the field of clothing related majors, and 25000 of them are garment majors (including fashion design, fashion show, fashion engineering, etc.). Among them, there are more than 5000 graduates in fashion design every year. Besides, a large number of foreign graduates come to Guangdong every year.

At present, among the members of the Guangdong Costume Designers Association, the designers are mainly engaged in the design outsourcing service studio, in the enterprise as designers, business owners and designers, accounting for about 1/3.

In recent years, the designer's studio has developed rapidly, and the outsourcing of garment design has generally been recognized by enterprises. In the next 5-10 years, the development of garment design outsourcing will come to a peak.