Editor's note: Chinese women's clothing has achieved significant improvement in the past 10 years. Although it is not easy to go to the international road, it is believed that in 10, 15 and 20 years... Through the continuous self-improvement of Chinese women's clothing brands, it will surely Chinese women's brands have gone abroad to become international brands and become internationally renowned brands.
Having a world-famous brand is the only way to become a strong nation. This is not limited to clothing. Looking at the development process of various industries, having famous brands has become a powerful indicator of the industry. As far as the apparel industry is concerned, China is a big country in textile and clothing, but it is still far from being a strong textile and garment country. On the road to textile and garment power, our textile and apparel brands need to make greater efforts to have truly world-renowned brands. Huasheng Zhiye • Li Guangdou, founder of the brand marketing agency Li Guangdou, said at the 2011 Costume Conference: “China wants to increase the soft power of Chinese brands. The United States is strong because it is not because the US team or the US dollar but US brands have infiltrated. In all corners of the world, 100 of the world's most valuable brands, the top ten brands are all American brands."
Wu Jianmin, chairman of Shulang brand, mentioned that the famous fashion brand LV has many foundry factories in China, and many of them are also well-known OEM brands. However, in order to have the right to speak in the world fashion industry, there must be a world-class clothing brand. However, only the famous OEM brands and raw material brands are not enough to become a clothing power.
To become a strong clothing country must have a world-class brand. This world-class brand must be recognized by consumers in various countries and accepted by the world market. World-class brands are not said to be famous in China, and high prices are the world's leading brands. First, world-class brands must be brands that can be recognized by consumers for a long time in important world-class shopping malls in developed economies such as Europe and the United States and in important cities. Second, there must be multiple marketing models such as shopping malls, specialty stores, and agents. The brands that choose and have a certain market share can be called world-class brands.
According to McKinsey's survey, the percentage of Chinese consumers who believe in local brands relative to foreign brands is 46% in 2005 and 53% in 2008. Nowadays, the Chinese people have very full confidence and believe that Chinese people can create good brands. This belief is very important.
In the past 30 or 20 years, the Chinese consumer goods market has met with fake brands because consumers believe that a foreign brand can bring more added value. Today, the Chinese believe that China can create a truly good brand. Undoubtedly, it is a historic opportunity for companies based on building Chinese brands.
How to build a brand in the face of such opportunities and new situations? Wu Zhigang, president of Shanghai Meisong Cosmetics Co., Ltd. Market Center, said: "Brands can bring the greatest return to the company. But as the market matures, only fewer and fewer brands can succeed. This environment is for each brand, Every enterprise is full of opportunities for growth and faces great challenges.In the foreseeable future, brand companies will continue to face these challenges. On the other hand, local brands will face the best of historic rise. era.
Wu Zhigang believes that consumers do not believe that Chinese companies can make brands in the past 30 years, but today, Chinese people’s confidence index on their own brands is getting higher and higher. Although compared with the past, due to various economic problems in the world, we are facing a very harsh economic environment, but our domestic consumers' brand awareness and views have undergone great changes. The success of a brand stems from consumer recognition of national brands and regional brands. Today, Chinese consumers are optimistic about Chinese brands and have self-confidence. This is the biggest opportunity for our local brands.
Wu Zhigang also said that only strong brands will have the opportunity to survive in the future. High-profile, long-term continuous selling, repeated consumption, and strong characteristics are the basic signs of a strong brand. Compared with the garment industry corporate brand, there are no such features, in addition to high visibility, repeated users or different from other competitive brands have their own advantages, are very weak. Therefore, building a strong brand is a great challenge.
Women's Fashion Leading Fashion As a fashion industry, the benchmark of leadership trends is women's fashion. The trend of women's wear leads to fashion, leading the trend of accessories and leading the fashion industry trends. Therefore, the strength of women's brands has a significant role in a country's right to have a stylish voice. Yang Dazhao, president of UTA Fashion Group, once said at the apparel conference: “If the international apparel industry is a relatively big company, the top seven companies are mainly women's wear, and the largest apparel companies listed in China’s A-share market are Men's wear, but I think the future fashion market must be a woman's world."
For women's important position in the fashion industry, most colleagues in the apparel industry hold an attitude of approval. Since women's position in the fashion industry is so important, how is our brand now developing? How far is it from a world-famous brand?
35 In an interview with Xia Guoxin, the chairman of the Shenzhen Songlishi brand, Xia Guoxin said that the Chinese clothing industry started to have brand awareness and really had a short time to own the brand. In the face of hundreds of years of European and American clothing brand culture accumulation, we are still in the beginner stage. Therefore, there is still a big gap between our brand's overall shape and the traditional European and American clothing power. It takes time to accumulate and is not an overnight success.
Wu Jianmin, Chairman of Shulang Brand, believes that Chinese brands have really started to have brand awareness in the last ten years, knowing the relationship between brands and trademarks, knowing the relationship between brands and regional brands, knowing the brand's development and innovative models, and designing and managing brands in the development process. Market management, brand operations, brand persistence, relationship between brand and quality, relationship between brand and word of mouth, and a series of related concepts, and practical implementation. This 10-year women's brand really began to examine whether it has the ability to be a national brand and a world-class brand, and whether it has the ability to grasp opportunities.
When talking about the quality of Chinese clothing brands, Xia Guoxin, the head of the famous women's clothing brand in China, expressed his confidence in Chinese women's clothing brands. He said: "If you take out two women's clothes, one is an international famous brand, The pieces are well-known domestic brands, and we don't have much difference in quality, design, craftsmanship and other hard indicators. We still have the accumulation of brand image, and it takes time for customers to build up the brand image.†Xia Guoxin said As Chinese brands move toward the international level, they say: “International brands must have a certain market share in the international market. If Chinese brands want to become international brands, they first need to open their own flagship stores in international metropolises, and Can get the recognition of local consumers, occupy a certain market share, so as to say that the brand has taken the country, and now many brands choose to go out of the country later, because the Chinese market is the best market in the world, and the international market Compared with more space for development and growth, many foreign brands have crowded into the Chinese market and said that the Chinese market Very important. We will first do a good job market as China's own brand, so many brands now in no hurry to go international is also a brand strategy. "
Chinese women's and international brands face how to treat China has not yet appeared in the world-class women's brand, Wu Jianmin said: "The Chinese market is a big regional market in the world, it is undeniable that China is an important part of the world market. But China Even if the market is big, Chinese brands doing well in China are only Chinese famous brands, they cannot be called world brands. Only by going abroad to sell products to other countries in the world can they become truly world-class brands."
Wu Jianmin also said that China's women's wear does not enter the international market, indicating that China's women's wear is not yet able to reach the world. Of course, each brand has its own situation, but if it has sufficient capabilities, even if the brand does not take the initiative to go abroad, International agents will want to cooperate with them, but at present Chinese women's brands can do very little. However, if the brand is positioned as a world brand, it must constantly explore and experiment, and then it will surely find a way out of the country. Wu Jianmin also talked about Shu Lang’s experience of going from Shandong to the whole country. He said: “Shu Lang went from Shandong to the whole country, but it was not that good at the beginning, but we continued to explore and finally allowed us to go to the national market. If we did not establish this year In order to reach the national goal, I am afraid that Schlumberger does not necessarily go out of Shandong.Many of the regional women's brands in China have done a good job. Why do they fail to become a national brand? It is because of the limitations of thinking that they have lost their historic opportunities. Long started to look at the development of the brand from a global perspective. Therefore, we spent 10 years using international resources to explore international methods, norms, and laws, and explore the regional characteristics of the Chinese market through the national layout of the Chinese market. Seasonal characteristics, consumer spending characteristics, aesthetic orientation, etc., cultivate and create marketing talents, design talents, logistics talents, informatics talents, merchandise talents, etc. adapted to the global market. Only in this way can companies and products become The foundation of world-class brands."
As for when China will have world-class brands, Wu Jianmin believes that world-class brands must be the product of the integration of social resources, multi-dimensional, and have the ability to integrate social resources. Only if the whole society has the brand awareness of the world, can China emerge the world brand. Only the joint efforts of various industries in the entire society can produce Chinese world-class brands. There is still a long way to go for Chinese women's wear to appear in world-class brands, and people from all walks of life in the entire society must work hard to achieve this national goal. Of course, China has developed rapidly. As long as the entire industry treats the development of the brand with the awareness of the national brand, China will certainly have world-class brands.
Xia Guoxin also has full confidence in the emergence of world-class women's clothing brands in China. He said that China will certainly have a world-class women's clothing brand. He said: "When Chinese culture gains more recognition, China's international brands will emerge." This cultural identity is not only the recognition of Chinese culture by foreign people, but also the recognition of the people of the country for their own culture. Fashion is a cultural background, Italian fashion is romantic, French fashion is noble, British fashion is rigorous, and American fashion is relaxed, which has a close relationship with each country's culture. China has its own cultural traditions and it must have its own fashion context in the future. Xia Guoxin talked about the current Chinese fashion is more to follow the trend of fashion in Europe and the United States when saying: "China's fashion industry started relatively late, will certainly walk through the imitation of this stage, once we have used this period of development, we will have more Many innovations.The Chinese people's thinking model is divergence and diversity, and China does not lack innovative genes.Now that many women's brand enterprises are learning Europe and the United States, they are not completely copied and are learning innovatively.
Chinese women's clothing has achieved significant improvement in the past 10 years. Although it is not easy to go international, it is believed that in 10 years, 15 years, and 20 years, through the constant self-improvement of Chinese women's brands, there will be Chinese women's wear. The brand went abroad to become an international famous brand.
Having a world-famous brand is the only way to become a strong nation. This is not limited to clothing. Looking at the development process of various industries, having famous brands has become a powerful indicator of the industry. As far as the apparel industry is concerned, China is a big country in textile and clothing, but it is still far from being a strong textile and garment country. On the road to textile and garment power, our textile and apparel brands need to make greater efforts to have truly world-renowned brands. Huasheng Zhiye • Li Guangdou, founder of the brand marketing agency Li Guangdou, said at the 2011 Costume Conference: “China wants to increase the soft power of Chinese brands. The United States is strong because it is not because the US team or the US dollar but US brands have infiltrated. In all corners of the world, 100 of the world's most valuable brands, the top ten brands are all American brands."
Wu Jianmin, chairman of Shulang brand, mentioned that the famous fashion brand LV has many foundry factories in China, and many of them are also well-known OEM brands. However, in order to have the right to speak in the world fashion industry, there must be a world-class clothing brand. However, only the famous OEM brands and raw material brands are not enough to become a clothing power.
To become a strong clothing country must have a world-class brand. This world-class brand must be recognized by consumers in various countries and accepted by the world market. World-class brands are not said to be famous in China, and high prices are the world's leading brands. First, world-class brands must be brands that can be recognized by consumers for a long time in important world-class shopping malls in developed economies such as Europe and the United States and in important cities. Second, there must be multiple marketing models such as shopping malls, specialty stores, and agents. The brands that choose and have a certain market share can be called world-class brands.
According to McKinsey's survey, the percentage of Chinese consumers who believe in local brands relative to foreign brands is 46% in 2005 and 53% in 2008. Nowadays, the Chinese people have very full confidence and believe that Chinese people can create good brands. This belief is very important.
In the past 30 or 20 years, the Chinese consumer goods market has met with fake brands because consumers believe that a foreign brand can bring more added value. Today, the Chinese believe that China can create a truly good brand. Undoubtedly, it is a historic opportunity for companies based on building Chinese brands.
How to build a brand in the face of such opportunities and new situations? Wu Zhigang, president of Shanghai Meisong Cosmetics Co., Ltd. Market Center, said: "Brands can bring the greatest return to the company. But as the market matures, only fewer and fewer brands can succeed. This environment is for each brand, Every enterprise is full of opportunities for growth and faces great challenges.In the foreseeable future, brand companies will continue to face these challenges. On the other hand, local brands will face the best of historic rise. era.
Wu Zhigang believes that consumers do not believe that Chinese companies can make brands in the past 30 years, but today, Chinese people’s confidence index on their own brands is getting higher and higher. Although compared with the past, due to various economic problems in the world, we are facing a very harsh economic environment, but our domestic consumers' brand awareness and views have undergone great changes. The success of a brand stems from consumer recognition of national brands and regional brands. Today, Chinese consumers are optimistic about Chinese brands and have self-confidence. This is the biggest opportunity for our local brands.
Wu Zhigang also said that only strong brands will have the opportunity to survive in the future. High-profile, long-term continuous selling, repeated consumption, and strong characteristics are the basic signs of a strong brand. Compared with the garment industry corporate brand, there are no such features, in addition to high visibility, repeated users or different from other competitive brands have their own advantages, are very weak. Therefore, building a strong brand is a great challenge.
Women's Fashion Leading Fashion As a fashion industry, the benchmark of leadership trends is women's fashion. The trend of women's wear leads to fashion, leading the trend of accessories and leading the fashion industry trends. Therefore, the strength of women's brands has a significant role in a country's right to have a stylish voice. Yang Dazhao, president of UTA Fashion Group, once said at the apparel conference: “If the international apparel industry is a relatively big company, the top seven companies are mainly women's wear, and the largest apparel companies listed in China’s A-share market are Men's wear, but I think the future fashion market must be a woman's world."
For women's important position in the fashion industry, most colleagues in the apparel industry hold an attitude of approval. Since women's position in the fashion industry is so important, how is our brand now developing? How far is it from a world-famous brand?
35 In an interview with Xia Guoxin, the chairman of the Shenzhen Songlishi brand, Xia Guoxin said that the Chinese clothing industry started to have brand awareness and really had a short time to own the brand. In the face of hundreds of years of European and American clothing brand culture accumulation, we are still in the beginner stage. Therefore, there is still a big gap between our brand's overall shape and the traditional European and American clothing power. It takes time to accumulate and is not an overnight success.
Wu Jianmin, Chairman of Shulang Brand, believes that Chinese brands have really started to have brand awareness in the last ten years, knowing the relationship between brands and trademarks, knowing the relationship between brands and regional brands, knowing the brand's development and innovative models, and designing and managing brands in the development process. Market management, brand operations, brand persistence, relationship between brand and quality, relationship between brand and word of mouth, and a series of related concepts, and practical implementation. This 10-year women's brand really began to examine whether it has the ability to be a national brand and a world-class brand, and whether it has the ability to grasp opportunities.
When talking about the quality of Chinese clothing brands, Xia Guoxin, the head of the famous women's clothing brand in China, expressed his confidence in Chinese women's clothing brands. He said: "If you take out two women's clothes, one is an international famous brand, The pieces are well-known domestic brands, and we don't have much difference in quality, design, craftsmanship and other hard indicators. We still have the accumulation of brand image, and it takes time for customers to build up the brand image.†Xia Guoxin said As Chinese brands move toward the international level, they say: “International brands must have a certain market share in the international market. If Chinese brands want to become international brands, they first need to open their own flagship stores in international metropolises, and Can get the recognition of local consumers, occupy a certain market share, so as to say that the brand has taken the country, and now many brands choose to go out of the country later, because the Chinese market is the best market in the world, and the international market Compared with more space for development and growth, many foreign brands have crowded into the Chinese market and said that the Chinese market Very important. We will first do a good job market as China's own brand, so many brands now in no hurry to go international is also a brand strategy. "
Chinese women's and international brands face how to treat China has not yet appeared in the world-class women's brand, Wu Jianmin said: "The Chinese market is a big regional market in the world, it is undeniable that China is an important part of the world market. But China Even if the market is big, Chinese brands doing well in China are only Chinese famous brands, they cannot be called world brands. Only by going abroad to sell products to other countries in the world can they become truly world-class brands."
Wu Jianmin also said that China's women's wear does not enter the international market, indicating that China's women's wear is not yet able to reach the world. Of course, each brand has its own situation, but if it has sufficient capabilities, even if the brand does not take the initiative to go abroad, International agents will want to cooperate with them, but at present Chinese women's brands can do very little. However, if the brand is positioned as a world brand, it must constantly explore and experiment, and then it will surely find a way out of the country. Wu Jianmin also talked about Shu Lang’s experience of going from Shandong to the whole country. He said: “Shu Lang went from Shandong to the whole country, but it was not that good at the beginning, but we continued to explore and finally allowed us to go to the national market. If we did not establish this year In order to reach the national goal, I am afraid that Schlumberger does not necessarily go out of Shandong.Many of the regional women's brands in China have done a good job. Why do they fail to become a national brand? It is because of the limitations of thinking that they have lost their historic opportunities. Long started to look at the development of the brand from a global perspective. Therefore, we spent 10 years using international resources to explore international methods, norms, and laws, and explore the regional characteristics of the Chinese market through the national layout of the Chinese market. Seasonal characteristics, consumer spending characteristics, aesthetic orientation, etc., cultivate and create marketing talents, design talents, logistics talents, informatics talents, merchandise talents, etc. adapted to the global market. Only in this way can companies and products become The foundation of world-class brands."
As for when China will have world-class brands, Wu Jianmin believes that world-class brands must be the product of the integration of social resources, multi-dimensional, and have the ability to integrate social resources. Only if the whole society has the brand awareness of the world, can China emerge the world brand. Only the joint efforts of various industries in the entire society can produce Chinese world-class brands. There is still a long way to go for Chinese women's wear to appear in world-class brands, and people from all walks of life in the entire society must work hard to achieve this national goal. Of course, China has developed rapidly. As long as the entire industry treats the development of the brand with the awareness of the national brand, China will certainly have world-class brands.
Xia Guoxin also has full confidence in the emergence of world-class women's clothing brands in China. He said that China will certainly have a world-class women's clothing brand. He said: "When Chinese culture gains more recognition, China's international brands will emerge." This cultural identity is not only the recognition of Chinese culture by foreign people, but also the recognition of the people of the country for their own culture. Fashion is a cultural background, Italian fashion is romantic, French fashion is noble, British fashion is rigorous, and American fashion is relaxed, which has a close relationship with each country's culture. China has its own cultural traditions and it must have its own fashion context in the future. Xia Guoxin talked about the current Chinese fashion is more to follow the trend of fashion in Europe and the United States when saying: "China's fashion industry started relatively late, will certainly walk through the imitation of this stage, once we have used this period of development, we will have more Many innovations.The Chinese people's thinking model is divergence and diversity, and China does not lack innovative genes.Now that many women's brand enterprises are learning Europe and the United States, they are not completely copied and are learning innovatively.
Chinese women's clothing has achieved significant improvement in the past 10 years. Although it is not easy to go international, it is believed that in 10 years, 15 years, and 20 years, through the constant self-improvement of Chinese women's brands, there will be Chinese women's wear. The brand went abroad to become an international famous brand.
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