This is not a dramatic! From high standards and strict requirements, Chinese clothing did not have a strong brand, but also the brand primary stage of the centenary of the old shop. The international clothing brand is more competitive, and seven clothing brands in the world's brand 100 finalists. There is only 2 Chinese clothing "Takesho" into China's brand 100, and China's clothing brands are not strong. I. Brand accumulation time short China's clothing brand has originated in reform and opening up, with brand awareness is the launch of brand boom in the middle of the 1990s in the middle of the 1980s. In other words, the history of Chinese clothing brands will also be 20 years. It has been more than 100 years from the growth of the world's clothing brand. The world's top ten clothing brands, almost all produced before the 1950s. Similarly, our clothing support industry has been more limited: the professional model has started to rise from 1988; China Clothing Association was established in 1991; the history of clothing professional media is shorter. Recently, the author is invited to participate in the "Clothing Times" and "China Apparel News". Established 10th Anniversary Celebration. The so-called "cultivating a nobleman needs three generations, cultivating a gentleman needs second generation." As a "brand" in the advanced stage of the industry, it is the "religion" of consumers. There is no time to accumulate and the content of the content, there is no brimistic story, and the real brand will not achieve real brands. Second, the brand core value positioning fuzzy customers buy our clothing? Is it a style? Fabric? Process? It's all right! Customers choose a real motivation for a brand of clothing to get the value of their psychological needs, not just physical functions of clothing. The core value of the brand is to express the value of the customer's mind and reach interactive identity. It is a brand "chip" and unique proposition (USP), which is the reason for customers' purchases. Do you have anyone in your clothing, just see if you want to think about it. The core value of international brands is very clear. The core concept of the world's largest clothing US VF company's brand Wrangler is "Adventure and Challenge The Limit of the United States Western Spirit"; Xianeard positioning classic legend. Xianeal's best understanding of women, every woman can always find something suitable for his own, and there is a sentence in Europe and the United States. "When you can't find a suitable clothing, we will wear Xianeal suits"; Jin Li is " The world of men. "At the time of the" Gunssery "almost became a synonym of" elegant "; Versace" express "sexy"; Amari value positioning "exquisite urban life"; Domestic brand core value positioning is blurred, lacks soul. Representing Brand Yonger from name to the name of the youth, but it wanted to sell all the men in China. It has more than 2,000 specialty stores in the country. The channel covers almost all large and medium-sized cities, and even all towns in the Mainland. There is a power of "village village pass". Shanshi only throws a "theme" slogan "Don't be too chic", let people become increasing, unrecognizable. Other flushing is not the core value and slogan of resonance. It is so point to sport clothing and casual clothing. Li Ning's "everything is possible" and Meters. Bunwei's "Don't take the usual road" is suspicion of copying Nike's "no longer say goodbye", but some consumers who have made China shine in front of them. Because there is no clear core value positioning, we are not difficult to understand that there is no distinct personality in China's clothing brand, there is no style in the style. The owner of Wanbao Road has been extremely dissatisfied with advertising. He found an advertising agency's big thunder. Do you have a few million dollars? Do you have repeatedly see a few western cowboy? The general manager of the advertising company replied: "Only the few cowboy can only be worth tens of millions of dollars!". The core value of Wanbao Road is "enjoying the feelings of cowboy", so advertising should also spread the core value around the core value to strengthen the core value. Repeating the cowboy figure is to use the "craft". Today, men seeing cowboy first response is Lenovo to Wanbao Road.
Third, the trader is not a professional apparel industry is one of the lowest possible industries in the proportion of professional managers. The management of nearby relatives, the average quality, and the low degree are low, which is related to the proportion of clothing family enterprises. But this obviously becomes a bottleneck that hinders brand development. The introduction of professional managers is not excluding family staff, and they do not avoid them, but should increase the scope of the selection, and those who have nothing in the family must be outside! Most of the local enterprises "do things in person": There is such a person in the family, you must give him something to do; international enterprises are "because of the people": because there is this position, I hire a professional manager. This is the difference. Although the company hires a professional manager, it is pure as a decoration. There is a Wenzhou manager to say the newspaper big spit, and he can't do 300 yuan, the reason is that the finance is the boss. Underwear is an exception in the garment industry, the professional manager population is active. Tingmei hired the original name of the PDA Marketing Vice President Zhao Qiang as the president; the Antarctic people have 5 million from the "feat" of Li Xiaoping from the cat. It can be said that most of these companies are "Gege" with orthodox clothing circles. Most of the boss is not born in the class. Such as Tingmei's Zhou Feng, the Antarctic Zhang Yuxiang, the Arctic Velvet Wu Yiming is not born in clothing. They and professional managers have a health care product and some of the battle laws in the IT industry, and the across the ruins of the underwear enterprises, the development speed is extremely fast, and become a unique landscape of the garment industry. If the garment company can use the underwear business to use professional managers, at least a few "Wars" will grow in "war". International brand is naturally inseparable from the contribution of professional managers. In addition to Tom Ford on the T, Cucci's success, the president of T-top is the key to magical resurrection of the ancient brand Gucci on the verge of close up. US VF CEO McDonald passed the brand integration and capital mergers to make this headquarters of New Jersey's 100-year old shops as the world's largest clothing. Fourth, everyone is "comrades" homogenization is the white heat and averaging competition. The same is mainly manifested in: 1, the target market is homogeneous. The boss of clothing companies always consider how to make a big cake, a big plate, and a film is pursuing market coverage. There is no subdivision of market positioning. Everyone still takes the "one network" strategy in the market planarization era, that is, the men's clothing to sell to all men in China. I have to sell all the women in China. 2, product homogeneous. Because there is no deep research and development, everyone plagiarize each other, 版, eventually, even their own products can't recognize. The author has done a famous "five mine experiment" in the apparel industry. In the face of "nude" clothing, it can find almost no entrepreneurs who have "children". 3, propagation homogeneous. It is nothing more than a star endorsement, CCTV bombing, exhibition mad three steps. Most of the advertising pictures are handsome men's prostitute. Due to the homogenization of business operations. Leading most garments companies have serious "big companies": The first is inventory! According to estimates, domestic backlog of clothing is enough for all Chinese to wear 2 times! Especially a SARS, exposing clothing inventories. The second is to become a "clothing dinosaur"! Most apparel companies respond slowly to market and customers. To resolve these issues, you must shape brand personality, form an interval, bid farewell to "comrades". The strategy will move from the public to the vocals and the people. 5. After the "business", since the 1997 Asian financial crisis, the apparel industry scraped a diversified wind, and the name of the United States did not put the egg in the same basket. " In the case of Schuro representative, the stock is listed, and the investment, lithium batteries, finance, high-tech and other diversified industries. A group of well-known enterprises in Yagonal and Wenzhou reported that birds, Zhuangji, and seven wolves couldn't agree with the diversified industry. In fact, diversification is just a kind of corporate strategy choice, and there is no difference in wrong. Like General Electric GE and Chinese Rich Li Ka-shing are carrying out diversified operations. But their premise is that after the main business is stable and talent storage, the management platform reaches a high level. my country is a big costume, but it is not a strong clothing, and it is still in the primary stage of the brand.
Talents, especially professional managers and designers, poor information level and management bases. In this case, the diversification operation is carried out. The author is asking, there are several eggs in your hand? Can you guarantee that you will not trite eggs in a few baskets? Imagine if the investment diversified money is tens of millions, even 100 million costume research and development design, channel construction, the introduction of talents, will it be? Don't forget the "iron" of a project investment --- Investment must form a scale, be sure to be in the industry. Tens of thousands, even hundreds of millions of invested, finance, high-tech and real estate industries can only count "individual households". In this fund-intensive industry, clothing capital is a little witch. With it, it is better to do strongly in the old bank? Blind diversified evils are not only decentralized by the main business, but also damage the brand image. Consumers will ask, is a tailor, do you have a high-tech line? Because there is no core value correlation between the two. Cases in which brand unsuitable failed, in other industries are everything. Haier has done medicines and computers, and finally can't; Yanjing beer makes it well, see water to make money, so she starts mineral water. However, it is said that water is not good because consumers always feel as beer flavor when drinking Yanjing mineral water; Wuliangye has investing 4 billion yuan to engage in plastic, and finally started. In 2003, I vowed to invest 10 billion to do a computer chip, but I was in a huge investigation and expert, and I finally decided that the project was under the horse. After all, the core and the wine were completely two things; when Wahaha decided to carry out the children's wear, there is one Individual is most happy. He is a Coca-Cola President, he thinks this means that Wahaha has hooked from the "black" list of its Chinese competitors. The author did not investigate the diversified profit and loss of clothing enterprises, but it is an indisputable fact that these companies are in the precariousness of clothing, and they have a very negative misleading of the industry. Is there a diversification of Pierrkan and Louis Vuitton (LVMH not to get the wind and fire? Yes! However, all diversified projects made by Pierl Caden are unfolding around its brand core value "Social needs"; France LVMH Group is the world's largest luxury group, with costumes, alcohol, watches, jewels, perfumes and cosmetics 50 brands such as LVMH, Fendi, Givenchy, Moyi Shangdong, CD, Hennessy, but these categories are the core idea of "advocating exquisite and comfortable 'travel philosophy". The world's largest clothing US VF should be learned, with a net income of more than 500 billion yuan, with 56,000 employees around the world. It has always adhered to the road of clothing, through M & A, US and Europe's clothing enterprises or brands, VF operating cowboy, tooling costumes, underwear, children's wear and outdoor sportswear, establish flag including Lee, Wrangler, The North Face and Nautica, Lily of Of France, Bestform, 50 international well-known brands of the clothing kingdom. How can clothing don't do anything else? Sixth, brand universal misunderstandings in clothing brand construction, there is a misunderstanding worth looking forward. After some brand "master", the phenomenon of enterprises appeared: What companies do brand, people meet the brand. Brand becomes a "basket": brand is omnipotent, buns for all diseases. In fact, the brand is just one of the company's strategic choice. As an advantageous enterprise, it is necessary to break through the homogeneous fans, take the road of internationalization, will inevitably build an independent brand. And many processing types and non-strong enterprises, hard scalp, the result will only result in the cost of cost, not only the brand, but throw a lot of markets, become "four unimators." The core competitiveness of processing enterprises is control costs; non-strong companies should focus on channels. Brands are not important for them.
