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Attention: How Long Is The Road Of Chinese Clothing Industry Branding

2021/2/17 18:23:00 0

The Brand Road Of Chinese Clothing Industry

Editor's note:

  Because of the lack of basic cultural heritage, brand culture originates from the story of products and the source of traceability. China's existing 100 year old brands are still the diachronic heritage left over from the old era before the feudal liberation. However, a large number of new brands born after the reform and opening up are too young. It will take a long time for us to brand We should understand that the brands created by capital can not last long, especially the clothing, shoes and hats brands. At present, there are few excellent brands that can be recognized by Chinese people. Of course, it is also the opportunity for enterprises to create brands.

Some time ago, I argued with a good friend that he was a distributor of a famous clothing brand in China. The focus of the debate is the transformation of the sales model of the clothing industry in this era. Facing the future, if there is no crisis, you will face death. Clothing industry, from the beginning of its development, has been playing a legend of attack and evolution.

The core proposition of argument with friends is how long can e-commerce replace the traditional sales model, and where it will go in the future. As a beneficiary, good friends hope that traditional store sales can be established forever. Like Ma Yun and Wang Jianlin, I also have a game with him. However, for clothing enterprises, can only change the sales model can solve the problem? Is existence reasonable? If there is no hunger and thirst in the share and scale, then the enterprise will soon fall into the trap.

The rich and noble birds are from the rich and noble families and are located in the stone lions of China. This is a clothing city with big names. Every day, there will be funerals and weddings of celebrities. Life and death are around us. From individual attack to group attack, the rich bird has evolved. One of the important theories in my management wisdom course is that the whole staff should be developed to make everyone a growth fulcrum. And when the whole staff form an industrial joint force, each enterprise becomes the fulcrum of the industry, and competition and cooperation become continuous competitiveness. The industrial upgrading version may be in the foreseeable future.

This industry used to be the representative of China's manufacturing industry and export-oriented economy, and once walked on the crest of the storm. The rapid development of this industry has made the whole world label China as "world factory" and "made in China". It also made people express the feeling of "800 million shirts for one Airbus" because of the pain of transformation. It is China's clothing and textile industry. Today, the reporter will take you into a representative enterprise of China's clothing and textile industry - Fuguiniao, to explore the honor and disgrace and development of China's clothing industry, and feel the persistence and persistence of entrepreneurs in China's clothing industry.

Form an alliance

On April 18, 2013, more than 150 brand clothing enterprises formed an alliance at the 16th Shanghai International Expo held in Shishi City, Fujian Province, China, trying to establish an efficient and perfect comprehensive consultant and information platform serving clothing brand merchants and domestic commercial stores, namely "new mode of China clothing business alliance".

The alliance of Fujian clothing enterprises corresponds to such an economic and market environment: globalization makes foreign clothing brands flow into the domestic market, and the competition among enterprises intensifies. In addition, the appreciation of RMB has accelerated in recent years. The biggest impact is undoubtedly the traditional clothing and other foreign trade enterprises, the most prominent phenomenon is "dare not take orders.". Under such a background, the intention of minpai clothing enterprises is very obvious: with the advantages of resource integration and resource aggregation, vigorously develop the domestic market and enhance the popularity of domestic clothing brands under the environment of blocked export.

In fact, this action of Fujian clothing enterprises has its strategic significance. As far as textile and garment industry is concerned, the shrinking global demand is corresponding to the accelerated expansion of China's market capacity. Domestic garment enterprises have ushered in the historical opportunity that the domestic market scale ranks in the forefront of the world. In short, the Chinese market is expanding. In the next 10 years, China's clothing market will develop rapidly, and may occupy an increasing share in the global clothing market.

Although China is facing the obstacles of rising labor costs of raw materials, it still has irreplaceable industrial advantages. Taking the industrial cluster formed by Shishi in Fujian Province as an example, in this region, professional distribution centers and professional markets play an important role in the development and transformation after the crisis. At the same time, Chinese garment enterprises also realize that it is the future development trend of the industry to shift from export to domestic sales. Whoever can understand and layout in advance will have the market opportunity. Hong Huihui, President of Fuguiniao Garment Co., Ltd., told reporters: "clothing is an industry problem now. I think as long as someone in the industry does well, there will be no problem. In particular, clothing, food, housing and transportation ranked first. "

Brand Reengineering

"800 million shirts for one Airbus" was once a feeling of people facing the worries of China's export-oriented clothing industry, such as low added value, low brand influence and low efficiency. Today, China's clothing industry has been in line with the international standards to a large extent, and the brand influence is not the same. There has been a saying in China's clothing industry that "the only thing that remains unchanged in the market is that everything is changing.".

Nowadays, the domestic clothing enterprises have ushered in the historical opportunity that the domestic market scale ranks in the forefront of the world. In the next 10 years, China's clothing market will develop rapidly, and may occupy an increasing share in the global clothing market. However, the big market also means big competition. It is not easy to win the market opportunity and the competitive advantage of the brand in the domestic clothing industry which is full of flowers and competing for the best.

This is the development of an era, and the continuous increase of cost means that enterprises should constantly innovate. Not only leading consumers, but also catering to consumers' consumption habits, in line with their taste.

Since May 2013, Shishi international fashion week, cross strait textile and garment Expo, and 100 Fujian style clothing brands exhibition have been popular in Shishi City, Fujian Province, China's famous leisure clothing city. Compared with similar exhibitions in previous years, new elements such as fashion customization, electronic measurement, simulation design and fashion color self adjustment are almost everywhere. All kinds of signs show that China's clothing industry is trying to get rid of the bottleneck of homogenization development and enter a new stage of pursuing personalization, fashion and differentiation. Behind this series of new elements, a hot word is flashing - brand reconstruction.

In the 1990s, after the initial completion of capital and production capacity accumulation, a number of Fujian clothing enterprises with China Shishi and Jinjiang as the center took up the banner of brand creation and launched the first round of brand making campaign. These enterprises generally adopt the mode of "star endorsement + advertising", and this period is the initial stage of Chinese brand awareness awakening. The model of "star endorsement + advertising" is in line with the consumer psychology of following the trend of the masses, so it is a great success. However, since entering the post financial crisis era, the model of "star endorsement + advertising" has been widely copied in China, forming a trend of abuse. Chinese people have obvious aesthetic fatigue, diminishing marginal utility, and the input-output ratio of advertising has gradually declined. The reduction of brand premium directly causes the decline of single store sales and the decline of profit margin. In recent years, many minpai service enterprises are trapped in the difficulties of brand creation and development.

How to break through? In Fuguiniao's view, brand reconstruction should not only innovate in form, but also in content. Under the background of the continuous upgrading of consumption, we must seize the market segmentation, take three-dimensional action in the field of brand personalization, comprehensively guide the clothing brand to the era of personalization, and at the same time, closely follow the international fashion, launch a series of products to meet different consumer groups, that is, to take the road of "single brand, multi style".

Ye Zilong, commodity director of Fuguiniao, said: "our brand has three important series, business, life and fashion. In these three aspects, we hope to meet the daily wearing habits and needs of the middle end. For example, from a single product to the whole collocation, then to the serialization of our whole brand, and then to the positioning of our whole brand, this is what every min school pursues. "

In fact, the personalized creation of Fuguiniao brand has gone through a process. Before 2012, although many high-quality products such as suits and mercerized cotton t-shirts of fuguio men's wear have been widely recognized by the market, and the sense of quality displayed by fuguio men's wear also makes it have a high customer loyalty, but fuguio men's wear has always lacked a very accurate brand positioning. In 2012, after the overall carding and re cognition of external consumption demand and internal advantages, Fuguiniao men's wear established a new brand positioning: Chinese gentleman.

So how can we reflect the brand positioning of "Chinese gentleman"? "The first brand of Chinese Wedding Suit" - this is the product strategy that fuguio has found for itself and can support the brand positioning of "Chinese gentleman" more fully.

"The reason why we propose to build the first brand of Chinese wedding celebration is that the wedding market is very large, so we have a brand positioning from here," Hong said. "

A gentleman needs a sense of value. Suit is the most important carrier form to fully reflect the sense of value. In the occasion of Chinese people wearing suits, only the wedding field is a virgin land to be developed. In recent years, the total direct consumption of Chinese urban residents due to marriage has exceeded 700 billion yuan, and the next decade will be the peak year of wedding celebration. In such a market background, wedding suits have not yet formed a climate, there is no strong brand to unify the country, which provides opportunities and space for rich bird men's wear. After the launch of the fuguio Wedding Suit product strategy, the sales of fuguio suit products have been growing at a high speed of 68% every year. In addition, we have accumulated rich experience in the research and development of wedding suits and production technology. In addition, we have cooperated with high-quality supplier partners for many years, and fuguio men's clothing "the first brand of Chinese Wedding Suit" is more and more worthy of its name.

"The countryside encircles the city"

Under the background of overcapacity in China's clothing industry, brand reconstruction will be a process of survival of the fittest. How to transform and upgrade, test the Chinese clothing enterprises which have serious homogenization competition. If we say that the past brand creation is planar, then the current brand re-engineering is systematic. In terms of talent reserve, technology application, marketing management and many other aspects, higher requirements are put forward for clothing enterprises.

In the post financial crisis era, how to rely on intensive and perfect channels to continue to do brand marketing is indeed a knowledge that needs systematic support of enterprises. What efforts did the rich and noble birds make to stand out?

"The countryside encircles the city" - this is the marketing strategy of the rich bird. It can be said that the rising brand value of Fuguiniao men's wear is closely related to its precise market strategy and continuous investment in brand construction. In 2010, Fuguiniao men's wear was aimed at the huge and powerful county-level market in China. Through three years of market segmentation, channel expansion, training and transportation of terminal retail management team, the sales volume increased by 30%, and became the first-line men's wear brand in county-level market.

After the successful completion of the three-year county market strategy, Fuguiniao men's wear in the fourth year developed a new channel strategy: to direct sales branch as a breakthrough point, to create a retail benchmark. Such a strategy, so that the rich bird men's wear not only to create a "county-level overlord" brand image, its gradual March to the first and second tier cities, but also gradually approaching.

"Fuguiniao's positioning is China's mass brand, suitable for our target consumer groups. "Hong's goal is very clear.

Although we have the vision of making fuguio men's wear respected by the world as a national brand, fuguio clearly knows that a journey of a thousand miles starts with one step. Any success can not be achieved without being down-to-earth, calm, and paying attention to the details of product quality.

"The brand is precipitated" - systematic support such as the attention to product quality and design details step by step; accurate marketing strategy; personalized segmentation of brand market positioning and other systematic support, which have created the brand advantages and reputation of fuguio. In the long run, with the opportunity of the rise of the local fashion industry, through the path of brand building, creative design and industrial cluster, it may be the new hope of China's fashion industry.

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