Clothing Brand Management From Tactics To Strategy

At present, many clothing brands are becoming more and more diversified. Some brands have introduced the strategy of globalization in brand management, or clothing brand management is in the stage from tactical management to strategic management, but there are still some problems that need urgent attention.

The diversified development of single brand to multi brand is the only way to effectively enhance brand management ability and market viability; and the so-called brand strategy is a complete and systematic brand operation which is considered from the comprehensive factors such as product, brand channel, brand culture, brand commitment, emotional communication, brand legal maintenance and so on.

In the process of gradually changing from brand management tactic management to operation strategy management, modern domestic clothing enterprises are becoming more and more aware of the weakness of single brand management. The diversified development of single brand to multi brand is the only way for enterprises. This kind of market orientation is not decided by the will of the enterprise, but because of the mature market demand. Let's recall that the development of Chinese garment enterprises is divided into three stages.

The first stage, from the early 80s to the middle of 90s, is the accumulation period of primitive capital of Chinese clothing enterprises. In this period, the market has no excessive demands on the quality, taste, style and design of the garment, so long as it caters to the basic requirements of consumers and meets the demand of the market, it can completely open the market. However, such operation has resulted in oversupply and overproduction. So at this stage, China can not talk about the concept of brand at all.

The second stage, from the middle of 90s to the end of 90s, with the increasingly fierce market competition and the growing maturity of consumer psychology, enterprises began to pay attention to the quality of products, and at the same time, the quality, design and packaging of products also increased. This marks a big step for Chinese clothing enterprises to brand management. Nevertheless, this period can not be called brand management.

The third stage, entering the early twenty-first Century, is now, the attraction and influence of brand to consumers has become the most popular and important issue nowadays. Enterprises recognize that the image of products and products alone is not enough to impress consumers. Brand culture, brand concept and emotional communication have gradually infiltrated into the enterprise and brought another spring to the garment industry. We know that advertising only creates brand awareness, and popularity does not mean recognition. So how to enhance the brand awareness in the minds of consumers? This is an important factor in brand management, and is also a mission entrusted by enterprises at this stage.

At present, more powerful clothing enterprises, such as Shanshan and Ordos group, have begun to extend from main brand to sub brand. Compared with the European and American countries, China is still at the exploratory stage in the management of multiple brands. At present, the main purpose of enterprises to authorize trademarks is to earn more profits, and improper management will seriously damage the brand. Therefore, Chinese clothing enterprises lack the brand management system control capability. Multi brand operation requires enterprises to have a mature operation team and strong comprehensive management capability, otherwise they will not be able to ensure the success of the implementation.

Achieving strategic management is a process of gradually improving and improving overall quality.

The successful business philosophy and strategic management mode of foreign enterprises indeed play a positive role in helping Chinese enterprises. Because of different national conditions, these experiences can only be used as reference, and can not be copied or used too much. Blindly importing will only backfire and seriously damage the brand. China's garment enterprises must go out of their own way of operation. Only in this way can they compete successfully with international brands. And this road is hard and tortuous. China's 1 billion 300 million population has only 200 million of the mainstream market, while the non mainstream market accounts for 1 billion 100 million. Faced with such a huge difference, how can enterprises choose their own position? As we all know, currently in China, Jiangsu, Zhejiang, Shanghai, Guangdong and Fujian are the main market of clothing. Obvious geographical pattern, capital advantage and cost advantage have opened up the brand boundaries. The regional brand management route will be more and more obvious in the next round of competition. For example, although the starting point of clothing enterprises in Fujian is relatively low, most of them are exported to the Middle East and Eastern European countries which have low requirements on product quality and taste, but they have mature industrial chains and perfect industrial structure. With the continuous improvement of the environment, Beijing, Shanghai and Guangzhou are constantly improving in terms of tax policy and workers' labor and welfare protection, resulting in an increase in labor costs. Compared with Fujian, Fujian has unique advantages in terms of manpower, material resources and financial resources. Therefore, combined with its own characteristics, Fujian's clothing enterprises have chosen two or three or four cities to serve their customers, that is, non mainstream market, and serve most consumers. Similarly, Zhejiang Hangzhou's women's wear is of novel design, bright color and low price. Enterprises have also fully realized and grasped their own geographical characteristics. They also focus on the two or three and four markets when choosing a city. This makes the women's clothing of Shanghai, Guangzhou and Shenzhen in the mainstream market feel obvious pressure on the cost disadvantage. Of course, the advantages now do not represent the future advantages. The advantages of enterprises in Fujian, Jiangsu and Zhejiang are decided by the local government. Their next task is to cultivate their own internal strength, constantly learn and improve the brand management level, so as to maintain their competitive position in the industry.

Most of the successful clothing enterprises in China now break through 1000 stores. Before they occupy the market entirely by means of large quantities of goods and goods, and nowadays in the brand management, they feel more and more difficult to improve their performance through this way. This is the inevitable result of the competition between products and market. There are no doubt that enterprises have two purposes in market competition: first, scale operation, expand brand awareness and increase market share; secondly, improve the quality of single store output, pursue high profits, and maintain sustained brand growth. The weakness of single brand has forced enterprises to choose multi brand routes. Nevertheless, most enterprises still consider from the perspective of market share. Therefore, in the next few years, Chinese enterprises will hardly be able to reach the level of brand leadership and market leading enterprises. At present, it is rational for Chinese enterprises to choose brand tactical management. It should be said that Chinese enterprises are now in the strategic preparation stage without involving the substantive issues of strategy. Compared with the European and American countries, the size of the capital of Chinese clothing enterprises is "small Witch". The sales volume of the US GAP is as high as 11 billion US dollars. Therefore, China is still focusing on large-scale operation. The most important thing is to make full preparations for the strategy and lay a solid foundation for the transformation from tactical management to strategic management. This is a process of gradually improving and improving the overall quality, and not going too fast. Chinese enterprises can only take a step forward, and must not exceed the two step ahead.

The spokesman for brand image is being applied by more and more enterprises, but its influence must be fully and rationally understood. Since the introduction of the first celebrity spokesperson of the "good bird" group, this brand promotion has mushroomed in China's large-scale garment enterprises. For most consumers who have not yet formed consumption rationality, the image spokesman is undoubtedly quite inspiring. It first attracts consumers to welcome this familiar face and then accepts a new brand, which helps enterprises improve their performance and popularity in the short term. But it is worth noting that the image endorser will have a positive impact in the market as well as a negative impact. We should think about how to keep the persuasion of the brand in the market after leaving the spokesperson. If this is lost, the role of the spokesperson will disappear. But with the proliferation of the spokesperson market, its influence will continue to decline in the future.