China's garment industry's "puberty"

Editor's note: China's clothing companies have such a predicament: the brand is hollow. The standard formed by a brand is to have a clear core value and brand positioning.

Which brands existed in the predicament of China's garment enterprises have such a predicament: the brand is hollow. The standard formed by a brand is to have a clear core value and brand positioning.

We see that international apparel brands, whether it is a diversified big brand or a small category such as a bra, can be accurately described by Chinese consumers and have a clear projection inside. However, for most Chinese brands, it is extremely confusing and not essential.

"China's corporate brand management capabilities ***" shows that: In SMEs with annual sales of less than 500 million yuan, 69% of companies do not have a basic brand positioning, 86% of companies do not have a complete brand planning. In ordinary shopping malls in second- and third-tier cities, they are “thousand cards and one side”, but they have not built up intangible assets such as brand value and loyal consumer groups for many years, and they still rely on mall popularity to form natural sales.

The era of retail is king. At present, many of China's apparel companies have very weak channel terminals, which are dependent and parasitic. They are loosely connected with channel terminals and lack proprietary technology or design competitiveness. Many companies seem to be good at producing good products, but they rely on the technical standards and designs provided by OEM orders to organize production. Some even rely on plagiarism. Although the current production value is very large, it is already a “large-scale workshop” but it is weak.

In the clothing wholesale market, many companies also have brands, which also belongs to the above characteristics. Although they have celebrity endorsements, they have established large-scale advertisements inside and outside the wholesale market, but the brand does not bring value-added products. This is not much different from non-branding. What's more, these companies are not able to find the most suitable business model for middle and low-end products. Browse professional newspapers or websites. There are many brands of “investment year after year” in the densely populated investment advertisements.

It can be predicted that in the market competition in 2012, brands that meet the above conditions will encounter a great crisis.

The vitality of the brand has nothing to do with the "high-end, low-end," not that low-end products will certainly not be competitive. Some popular, low-priced apparel brands have also become well-known brands, and they have a well-developed system and a bright future. The faults of these brands are not at the “low end”, but they are due to weak brand building and competitiveness, and there is no impetus for follow-up development.

The biggest advantage of the Chinese market is the diversification of the huge consumer groups and the consumption levels. These two characteristics have enabled some brands to support a few years or even decades even if they have a single technique. However, with the overall promotion of Chinese clothing brands, consumers and consumer markets will also be upgraded. Under big waves, their living space will be more difficult. In 2012, these brands will taste the "previous interception, after the pursuit of soldiers".

Which brand advantage does not diminish combined with the new trends of international and domestic market competition, we can see that in 2012, the clothing brand, which still has an unabated advantage, and the brand that may not seem to be dew in the future, will have a better play in the future. .

The first is the leading brand that has entered the international and diversified level. The outlook for 2012 is still broad. These brands were tough in the 1980s and 1990s, and some had decades of corporate history or brand history. At the beginning of their birth, they had the same weaknesses as most clothing brands, but in the toddler they went faster. These brands are represented by Shanshan, Bosideng and Youngor. They have basically completed listing or are soon to be listed. What brings about the listing of enterprises is not only the development of funds, but more importantly, these enterprises have also completed a transformation, prompting them to begin the process of internationalization and diversification earlier. For example, Shanshan took a "borrowing to sea" strategy and brought many international brands under its control. It has now successfully operated more than 20 international brands, and all profitable.

Followed by the new brand with Chinese culture as its brand, it will become a "star of tomorrow" with international competitiveness. The competition of clothing will eventually manifest itself as a cultural competition. At present, many companies are working hard in this direction, such as talented men. In the future market, there will be a number of clothing brands with Chinese cultural symbols.

The designer brand will become a force that cannot be ignored in 2012. The reason for their success lies in the fact that creativity is not limited by production, and the merchandise series has a strong ability to extend. Like God, the left bank, etc., have all walked in the forefront.

The uniqueness of the business model allows the brand to expand rapidly. In the future, such company's vitality remains strong, and Meters Bonwe is the representative. From the "virtual management" that imitates Nike and other international brands, MTS Bonville has formed its own unique business model. Among them, e-commerce exclusive clothing brand can not be ignored "online stars." If they can wash away the inherent impetuosity of e-commerce and have a better integration with the industry chain, they should pay more attention to depth and thickness in brand building and must have better development. The brands that pay attention to technological innovation have stronger internal forces in the future development. It may take 100 years for the brand to catch up, and the chase of technology can take a long time.

The ultimate carrier of the brand is the innovative product. The research, development and application of new processes, new technologies, and new materials centering on consumer demand are the only way for the “product-driven” brand. In this regard, Anta, Seven Wolves, and Jiumuwang, etc., have been at the forefront in this regard and are preparing for the development of their own.