"P >" when foreign clothing brands, especially luxury brands, have entered China's gold rush, the domestic clothing brands are worried. Although many domestic brands have taken the pace of internationalization, they are far behind the world famous brands in terms of brand culture, design concepts, means of operation and channel mode. < /p >

< p > shopping center occupies an important position in the imported brands such as Chanel and Gucci. In the eyes of consumers, it is the new dress of Prada and LV that is infinite in expectation. In the minds of most people, the domestic clothing brand has never been the first choice. At best, it is only a "compromise" that can not be sought and returned. The Chinese costume history, Han costume, Gao Jie and Tang costume are gorgeous and gorgeous. After centuries of lingering charm, Chinese modern clothing has lost the appeal. As a big clothing country, why is it so difficult to build an international first-line brand? < / P >

< p > < strong > < a > href= > http://sjfzxm.com/news/index_f.asp > < /a >: strong momentum of development but hard to beat internationally famous brands < /strong > /p >

＜p＞　　"衣食住行",在中國(guó)老百姓的日常生活里,服裝需求被排在了最緊要的位置.事實(shí)上,自20世紀(jì)80年代以來(lái),紡織服裝業(yè)確實(shí)成為了我國(guó)發(fā)展速度最快的產(chǎn)業(yè)之一.深圳女裝、寧波男裝、汕頭內(nèi)衣、均安牛仔、海寧皮革等區(qū)域型產(chǎn)業(yè)集群的形成,使得中國(guó)服裝產(chǎn)業(yè)在區(qū)域內(nèi)具備了強(qiáng)大的上下游配套能力.而雅戈?duì)枴?ài)慕、三槍、紅黃藍(lán)等知名品牌也表現(xiàn)出了較為強(qiáng)勁的市場(chǎng)競(jìng)爭(zhēng)力,其中不少品牌更在原有單一品類的基礎(chǔ)上進(jìn)行品牌延伸,向全品類發(fā)展,如紅豆從男裝延伸至家紡、家居服,浪莎從襪業(yè)涉足內(nèi)衣等.一些擁有良好客戶基礎(chǔ)的品牌還根據(jù)不同客戶群體的需求推出了針對(duì)性的品牌,如美特斯·邦威推出ME&CITY品牌,太平鳥(niǎo)旗下則擁有貝斯堡、帕加尼、樂(lè)町、魔法風(fēng)尚等多個(gè)不同風(fēng)格的品牌.甚至,不少國(guó)產(chǎn)品牌也邁出了國(guó)際化發(fā)展的腳步,波司登登陸歐洲市場(chǎng)、利郎男裝亮相

The fashion week in Milan is very impressive. < /p >

＜p＞　　在國(guó)際服裝市場(chǎng)上,我國(guó)也一直占據(jù)著服裝生產(chǎn)和出口第一大國(guó)的位置.然而,這些看似美好的發(fā)展勢(shì)頭和"第一"的排名并不能彌補(bǔ)中國(guó)服裝行業(yè)的痛,因?yàn)樗廊惶幱谟L(fēng)生長(zhǎng)的"青春期".云南億鵬經(jīng)貿(mào)有限公司總經(jīng)理季林曉坦言,中國(guó)本土服裝企業(yè)之間的競(jìng)爭(zhēng)目前還停留在價(jià)格、款式等層面,絕大多數(shù)服裝企業(yè)的產(chǎn)品銷售都是以批發(fā)市場(chǎng)的大流通為主,而國(guó)際知名品牌卻在逐步蠶食著中國(guó)服飾市場(chǎng).LVMH、GUCCI、PRADA三大集團(tuán)牢牢把控高端消費(fèi)市場(chǎng)的同時(shí),GAP、UNIQLO、ZARA和H&M等快時(shí)尚品牌則顛覆了原有的經(jīng)營(yíng)模式,掀起平民時(shí)尚革命.和國(guó)際知名品牌相比,國(guó)產(chǎn)品牌無(wú)論是品牌文化、設(shè)計(jì)理念、運(yùn)營(yíng)手段還是渠道模式,都望塵莫及,號(hào)召力同樣不可同日而語(yǔ),競(jìng)爭(zhēng)力自然也就形成了云泥之別.＜/p＞

< p > < strong > < a > href= > http://sjfzxm.com/news/index_z.asp > > /a >: the hollow of the brand is the soft rib, the extensive operation is difficult to continue, < /strong > /p >

＜p＞　　據(jù)中國(guó)服裝品牌研究中心統(tǒng)計(jì),我國(guó)目前有超過(guò)一萬(wàn)個(gè)服裝品牌,而且還不斷有新興品牌誕生.但在這以萬(wàn)為單位的品牌中,卻沒(méi)有一個(gè)成熟到足以走上國(guó)際舞臺(tái)呼風(fēng)喚雨.究其原因,品牌空洞化是最大軟肋.季林曉指出,中國(guó)的大多數(shù)服裝品牌自身沒(méi)有形成清晰的核心價(jià)值與品牌定位.《中國(guó)企業(yè)品牌管理能力白皮書(shū)》佐證了這一說(shuō)法,該書(shū)表明,90%的中國(guó)企業(yè)認(rèn)為品牌在行業(yè)競(jìng)爭(zhēng)中至關(guān)重要,但在年銷售額低于5億的中小企業(yè)中,有69%沒(méi)有基本的品牌定位,86%的企業(yè)沒(méi)有完整的品牌規(guī)劃.而作為服裝行業(yè)的靈魂,中國(guó)服裝企業(yè)存在一個(gè)普遍的問(wèn)題--缺乏自主的設(shè)計(jì)風(fēng)格.中國(guó)現(xiàn)代服裝設(shè)計(jì)起步較晚,水準(zhǔn)也相較落后于國(guó)際,本土尚未誕生具有世界影響力的服裝設(shè)計(jì)師,不少企業(yè)的設(shè)計(jì)以抄襲大牌為主.在這樣的前提下想走品牌化道路,無(wú)異于癡人說(shuō)夢(mèng).＜/p＞

In the short term, it may be able to expand the scale, increase revenue and increase profits. But in the long run, the gross profit margin and net profit margin can hardly be maintained and the added value of the brand can hardly be improved. In the final analysis, the clothing enterprises that cannot concentrate on the intensive cultivation of the brand will eventually get rid of the vicious circle of rising cost, decreasing profits and increasing inventory. In addition, the excellent brands must have their own secrets in marketing mode, management mode and capital operation. However, Chinese clothing enterprises lack the research on the business mode, and can only walk silently in the old road with no originality. < /p > Li Kailuo, President of the famous fashion industry economic research and President of Guangdong fashion industry economy research institute, said that Chinese clothing enterprises mostly adopted the extensive development mode of multi brands and more shops. P

< p > < strong > > a href= "http://sjfzxm.com/news/index_p.asp" > opportunity < /a >: both internal and external factors are all prepared, to meet challenges in the shuffle, < /strong > /p >

With the acceleration of the market economy and the intervention of capital, the Chinese market is becoming the focus of global commercial attention and the brand competitive force. With the acceleration of market economy and the intervention of capital, China will also become the largest consumer market. China's local garment enterprises, as host, already have the innate advantages of realizing the rise in the new round of ecological change. Meanwhile, the importance of brands in the industry has been further recognized. And the cultivation of independent brands, independent knowledge production rights and core competitiveness has also attracted the attention of the CPC Central Committee and the State Council and the wide attention of all sectors of society. This will become a driving force on the road of Chinese clothing enterprises' brand development. < /p > < p >

P > as far as the microcosmic level is concerned, China's garment industry has made considerable progress after more than 30 years of intensive cultivation. Manufacturing capacity has always been a strong point for local enterprises. MADEINCHINA is a real name for logistics. In terms of logistics, China has established a complete sea, land and air logistics system, providing a strong guarantee for the garment industry's important speed. China's vast territory and abundant resources and raw materials will not be a problem. The most gratifying thing is that after China's market competition, China's local clothing brands and garment enterprises have gained a favorable market position in the domestic market, YOUNGOR's enclosure movement, the brand diversification of Shanshan, and the sports marketing of the seven wolves. <

No doubt it is proved to the world that China's clothing brand has been ready to go ahead and the road to rise has been paved. Only that we can not be indifferent to the erosion of international brands, and can not expect the complex performance of the Chinese market to form a the Great Wall that resists foreign brands. In the evolution from extensive to meticulous, from interest oriented to efficiency oriented, from the clothing giant to the garment power, the Chinese apparel industry is facing a new round of shuffling. It is also a great challenge. For the Chinese clothing brand that is still in puberty, the road of the brand needs long-term adherence. It can withstand the loneliness and stand up to grinding, so as to usher in the blossom of flowers. < /p >

< p > < strong > way: ten years grinding a sword, casting brand with the product < /strong > < /p >.

Ji Lin Xiao, who has been struggling for many years in the clothing industry, has shared the experience that the development of the brand is a systematic and scientific process of building. Therefore, Chinese clothing enterprises first need to establish a systematic brand concept. Through market investigation and analysis, we can understand the needs of consumers, identify the brand strategy, positioning and personality, persist in the accumulation of brand style, and root in the target consumer group through product and marketing. It is possible to establish a real brand. In this process, the swaying style is a taboo. The best way to bring the characteristics of the brand itself to the extreme is the best policy, such as the elegance of P, the refinement of Chanel, the cutting of Balenciaga, and the classical lattice symbol of Burberry. < p > in the face of this challenge, only by building the brand's high visibility and high quality recognition can we gain a firm foothold, and then become a brand, but brand.

Stick to the brand's own characteristics, in order to go a long way and go far. < /p >

P > last week, Yunnan billion Peng economic and Trade Co., Ltd. introduced the domestic women's clothing brand OYLL Europe to the Yunnan market. Before that, the company had already represented the brand of Yaren, spring and other women's clothing brands. Ji Lin Xiao said that the addition of Oyll EU Li greatly enriched the production line of the company, and the pformation from the traditional competition of single brand to the brand group competition of the subdivision brands was exactly his business philosophy. Ji Linxiao said that the brand differentiation can meet the consumption needs of different ages, personalities and values, and provide consumers with more diversified choices. Subdivision of brands can grab the target market in a targeted way, while the brand collectivization embodies the competition of resources and strength. < /p > <

Tang Jiageng, Dean of the media School of Yunnan University of Finance and Economics, compares the brand building process to the marathon long run. It points out that the brand must be patient and perseverance, and bid farewell to the strategy of putting the cart before the horse in the light of marketing and marketing. In Tang Jiageng's view, advertising marketing is just a part of brand promotion, which is the most important part of brand promotion. The product is the core competitiveness of the brand. Because "the quality of the product will be perceived by consumers directly", he suggests that the brand invest more in R & D design, do not blindly control the cost, and occupy the market at a low price. < /p > p