Where is the national apparel brand?

Looking at the apparel market in China, most of them are occupied by overseas brands. Our state-owned brands generally lack brand competitiveness and are difficult to compete with foreign brands. Sportswear, women's wear, and men's wear all present such situations: The high-end market is basically completely occupied by foreign brands, and the few brands in China can only be paralyzed in the mid-to-high end market, and the existing markets are also at risk. Everyone is aware of the large number of high-end consumer groups in our 1.4 billion population. Why did we not do well at home in our own market?

In everyday life, you must have encountered such a situation: If you spend 800 yuan to buy a domestic brand of clothing, usually someone will stand up and despise you: “You can buy a certain brand with so much money. Why do you do? Buy this!" Of course, certain brands are definitely foreign. In other words, if the same clothing foreign brand is the same price as the domestic brand, then most people choose foreign goods. On the surface, the most effective competition for domestic brands is to lower prices.

Many people commented that this is because Chinese people are respectful and foreign, so it is difficult for domestic brands to compete with foreign brands. However, the concept of its fundamental, non-also. Why do Chinese people choose foreign brands for clothes? The first reason is that there is a mess within our own industry at the time of the rapid development of China's garment industry. It can be described as a mixed bag. Most businesses only see short-term benefits. This naturally ignores many details and leads to a discount on product quality and service. Over time, credibility fell to the critical point and customers naturally abandoned it. Completely disappointed with domestic brands, overseas brands at that time seized this opportunity to enter China. Even the brands that were difficult to survive in their home countries came to China and were sought after by exaggeration. Because when people completely lose their trust in a carrier, they will certainly make a new choice.

We lost our market completely because of the original dishonesty. However, how difficult it is to rebuild our reputation may be even harder than it is to start from scratch, because rebuilding trust will erase the existing shadows and add new colors.

However, the current market situation has begun to improve. We can see that the new generation of entrepreneurs is not so rigid. Like some newly established clothing brands, they are carefully analyzing the market and investing more energy into product quality and service, and demand that the products be impeccable. Demand for excellence. This is a good start. Maybe this will start to rejuvenate the earth. Of course, to be a brand, this is a must. Before the brand must have a reliable product.

After analyzing the process of overseas brands entering the market in China and then stabilizing the market, you will find that domestic brands have to compete with them. It is not enough just to make products. When each brand has just entered the market, it must first take the initiative with product advantage or price advantage, and in the expansion of the market, infiltrate the brand image, make it deeply rooted. After the market matures, it can make good use of its pervasive brand image to stabilize the market and it will not be easily changed, because changing brand image is even more terrible than changing one's values. When it comes to brand image, it must be done in the brand planning. From the early stage of brand positioning, including image building up to the promotion of the brand, it must be closely linked. When formulating its positioning, it is imperative to achieve accurate marketing positioning. Only the more accurate you can understand the customer, only the youth men's clothing. It's better to understand customers than men and women do. Some companies are unable to make a difference because of the ambiguous position of the brand and the current embarrassment of products and brands. In addition, in the early stage of brand planning, we must not only focus on the positioning of the brand, but also require the image to stand out and resonate with the positioning group. With a brand image, just like a stand, it must be held when it is established. As I mentioned above, it must be done in a ring, or reputation will be lost. This is the foundation of a brand. The foundation is not strong. In the end, it does not look like it or even looks like it.

Fortunately, even though some young companies missed certain details of brand building, vagueness still gave us a glimmer of hope. Like Zizzi Business Men, a newly established business men's brand, and thousands of start-up brands. one of them. Why do I say this is hope? First of all, Zizzi was founded by a group of young people, full of passion, and easy to accept new concepts, strong ability to adapt, and a little observation that they also have a strong execution. Secondly, Zrich's brand positioning is a business formal wear for urban young men who are busy with their careers and work. For such a precise brand positioning, as far as we know, there is not yet any mature brand that conflicts with it. Also seized market vacancies. Then the brand image was established. The men's clothing of Zizzi was slogan “Be clean and neat!”. This brand image is the only one in the market, and it can well cater to the psychology of consumer groups. Resonance, but also through this image to convey to consumers a message: picking a dress is actually picking the image, not the style.

Carefully understand the current number of start-up brands, most of them are young people founded, all have the same momentum, if they can be as clear and as important as brand name brand positioning and brand image, I believe that the spring is not far back!