There Are Many Problems In Our Country'S Famous Brand Strategy.

It is the competitive sword of the enterprises, the direction of the development of Chinese enterprises, and the only way for the growth of Chinese enterprises.

Building China's famous clothing brand and even the world famous clothing brand is China's numerous.

Entrepreneur's dream.

Haier, Changhong, Galanz, TCL and so on have been standing in the world.

On the runway, leading more enterprises to international.

With China's entry into WTO, the practice of this dream has become even tighter.

However, there are still many problems in the implementation of the famous brand strategy of Chinese garment enterprises.

Enterprises believe that making brand is the next thing. At present, enterprises should focus on survival and develop again. They should focus on short-term profits and lack long-term strategic planning.

To upgrade products.

On the contrary, some garment enterprises in China have relaxed their quality management due to one-sided pursuit of output, or the quality of products has declined due to technical and managerial reasons.

According to the survey, the quality pass rate of China's products is 71.3%, the quality rate is 24%, and the two indicators in developed countries are 98% and 74% respectively.

Brand name is a comprehensive and complex concept with deeper meaning and value. It is a combination of tangible and intangible assets such as trademarks, packaging, price, history, reputation, culture, creativity, advertising style, etc. popularity is only one aspect of brand.

Famous brands can be built through high advertising fees, and building a brand is a complex and huge project, including the overall strategic planning of the brand, visual image design, the determination of core concepts, the use of brand symbols, and the design of brand scenes.

The connotation is very far apart. Otherwise, why many famous Chinese garment enterprises in China will be startups for two startups, ask "airborne troops" and change leadership groups, and many international clothing brands can attack in every country's market without fail and invincible?

Many of the year's clothing brand advertising was very fierce and sales were amazing. However, the huge sales volume did not support the brand building which could not be reversed, but behind the ads, it was only a temporary sales volume, but not more loyal customers.

Although the marketing ability of domestic garment enterprises can not be compared with the large enterprises in mature countries in the developed countries, we also feel bad about advertising.

The bold and innovative advertising of foreign clothing brands is a great eye opener. It brings great impetus to brand awareness and reputation.

Of course, the lack of funds in China's clothing enterprises and insufficient input in advertising cost are also reasons.

It is reported that Adidas and Nike spend more than 100 million yuan on advertising in the Chinese market every year, while YOUNGOR's advertising fees in China are only 15 million yuan per year.

On the contrary, some domestic garment enterprises lack planning in terms of their business philosophy and values. They often sacrifice their long-term interests in exchange for immediate interests, and constantly destroy the established brand base.

The self and nationalization of brands is the characteristic of many Chinese clothing brands, and this is the fetter of Chinese brands going to marketization and internationalization.

This is the core issue of clothing brand building and development.

Chinese enterprises are generally following the trend and parrot, which makes all products seem to be produced by an enterprise. Without individuality, it is far from core value.

In brand planning, if consumers can see the unique characteristics of the brand, the brand can occupy the psychological space of consumers rather than the shelves of shopping malls.