Home >

Where Is The Future Of Domestic Brands In The Era Of Shuffling?

2013/9/30 21:08:00 10

in recent years, the domestic "a href=" //www.sjfzxm.com/news/index_c.asp > clothing market < /a > is facing the following major problems: /p >
 1. International front-line, second-line and three line brands are constantly entering the domestic market, and continuously seize and compress the market share of domestic brands. 
 two, the electricity supplier is more aggressive. Online consumer clothing has become a major trend, and further contend and divide the share of the traditional clothing retail market. 
 three, in the era of accelerating internationalization of Chinese society, the concept of clothing is constantly being updated, and the personalized demand of consumers is becoming more and more prominent. 
Therefore, China's apparel industry is facing the most serious reshuffle situation in the world. Let's take a look at the specific situation of the domestic clothing Market: p
 status quo: first, there are more than ten years of development in China, known as a href= "//www.sjfzxm.com/news/index_c.asp" > casual wear "/a" and sportswear brands. Today, stocks are ranging from several hundred million to tens of millions of dollars. In 2012, the sales of individual sports brands slipped up to a maximum of 40%. 
 current situation two: the number of famous women's garments with more than ten years of development in China is over 1500 in 2011. The sales performance has dropped by more than 50%! -2012
 status quo three: when the domestic economy is declining and the clothing market is weak, the sales performance of fashion brands is not declining but increasing year by year. The brands that have entered the Chinese market earlier, such as H&M, ZARA and UNIQLO, are increasing by 20-50% per year. 
Besides the familiar brands of H&M, ZARA, C&A, UNIQLO and so on, FOREVER21, the top five largest leisure brands in the United States, has joined the domestic fast fashion competition. In recent years, one of the top 2000-10000 tier cities in China, Hongkong, Shanghai, Beijing and Chengdu has gradually opened large stores ranging from 2000-10000 square meters. It is reported that sales in some regions exceed H&M. 
 the expansion of fast fashion brands is the biggest impact on domestic brands. It is the positioning of low-end women's clothing and casual wear brands. At present, some operators of garment industry still hold the lucky mentality: we are doing the three or four line market, and the fast fashion brands are not coming down, not our direct competitors! But the fact is that H&M and ZARA have already opened large stores to prefecture level cities. I believe that in some three years, there will be some fast fashion brands in some of China's well-educated prefectural cities, and they will take advantage of the low-end market in China. 
 according to this trend, I predict: at present, the domestic low-end brands will be killed at least half in the next three years, because most domestic brands, such as products, price, management and strength, are not competitors of fast fashion brands abroad. The cruel reality makes us have to wonder: where is the future of domestic brands? 
 Meng Jing's personal opinion: 
 1, brand positioning survey: 
 for the old brands that are doing well at present, we must take a new look at their current positioning; brand positioning must be forward-looking; do not just look at the immediate market, and those brands do well at the moment, because today's well made brands can only represent the clothing and aesthetic concepts of the past generation. 70, after 80 is currently the mainstream of Chinese society, and their dressing concept does not represent the concept and aesthetic of the next generation. Making brand needs to study the dressing concept and aesthetics of 90 and 00. 
 Giordano, Baleno, JEANSWEST, < a href= "//www.sjfzxm.com/news/index_c.asp" > Ayilian "/a" and other brands, as well as the decline of business men's clothing such as Qipai and seven wolves, is enough to prove that this is not the bad market, but the change of times, the change of the market, the change of consumers, but the brand has not changed in time. 
 some people will ask: is the brand positioning unchanged if it is determined? 
 my answer is that the brand positioning should be forward-looking, and the brand can adapt to the current market demand. However, we must predict and study the future and predict at least the brand style and trend of the next 3-5 years. If the future trend is very different from the current positioning, the brand must be adjusted as soon as possible. We can make some adjustments according to our own situation at the beginning, such as adjusting the 10-20% in the first year, and then increasing the intensity of adjustment according to the market reaction. After 3-5 years, the fashion trend has changed, and your brand style has just been adjusted. 
 recession and death are all brands that are complacent and slow response when they find problems. When they find problems, the brand positioning is no longer enough. Others have already been 3-5 years faster than you. The strength of the brand can not resist the change of social development and fashion trend, because you can not change the trend, change the development of the society, change the consumer, but change yourself in time. Everyone understands the survival of the fittest, but how many brands do you really have? 
 if Giordano, Baleno, JEANSWEST, Ayilian and other low positioned brands realize the impact of H&M, UNIQLO, Forever 21 and other fast fashion on their behalf a few years ago, if business men's clothing such as Qipai and seven wolves realized their impact on them, such as GXG, Taiping bird, ALT and other fashion men's clothing brands, the early positioning and adjustment of brand positioning may still retain their previous status. 
 for the brand that is doing well in the market today, we need to examine whether our brand positioning will adapt to the trend of at least 3-5 years in the future. Will it be the same as a declining brand? 
 there is one point to emphasize: not that these new brands have robbed the old brand market, but that the new brand has grasped the current market demand and grasped the needs of consumers. The market will always be big, just to see if you can catch the trend! 
 two, business mode review: 
 most of the brands that are currently doing well in China are the most powerful brands of the self operated system. The most powerful brand is the large wholesale mode, which was dominated by the provincial agent mode 10 years ago. A large number of stock extrusion, out of control terminal management and a mess of brand image are the inevitable results of this mode. Today's disadvantage is the inevitable result of the wholesale mode. Any development has causal relationship. These brands must pay for this! 
 three, brand DNA review: 
"P" brand, like everyone of us, should have different DNA; different DNA of human beings decide different appearance, character and other factors; different brands must have their own distinctive DNA, and the core factor is brand differentiation and recognition. 
 brand DNA is brand gene, namely Brand DNA, brand gene includes brand core value and brand personality. Having different brand genes is the fundamental reason for the differentiation between brands. Brand gene is the main part of brand equity. It enables customers to clearly and clearly remember and identify the interests and personality of brands. It is the main force to drive customers' approval, love and even fall in love with a brand. 
 brand DNA contains dominant elements and invisible elements: /p >
 1, dominant elements include: LOGO, brand identification graphics, brand symbols, brand representative products, terminal images, image films and other visually visible elements; 
 2, invisible elements include: brand core value, brand concept, advertising language and other elements. 
Less than P, most brands abroad understand this point. They not only clarify their own DNA, but also continue to strengthen and invest in this aspect, so the life cycle of foreign brands is longer than that of domestic brands; and many brands in our country are copying and imitating other brands' products and images for a long time. But in fact, we do not have their own brand DNA. In fact, all of the other brands we have copied are DNA. Such brands are hard to survive in today's fierce market competition and tomorrow's more intense tomorrow.
 therefore, no matter what the new and old brands are, only by virtue of their unique positioning, scientific and effective operation mode, and unique soft power of DNA can they avoid the strong competitors and create a world of their own! 
Ma Yun said that China's business will face a big reshuffle in the next ten years. The bars in the future may not be bars, cafes, maybe not cafes, airports may not be airports, hotels may not be hotels, and the future clothing stores are still clothing stores. You can't afford to see, can't see or hear can't be eliminated by social development! p