China'S Clothing Brand Is Difficult To Handle

　 Current trend

In the post quota era, China's textile and garment industry, which should have felt more relaxed, encountered the textile industry of the United States and the European Union. Clothing products Many restrictions on exports have been developing with ups and downs. They are faced with both opportunities and great challenges. As the mainstream products in the clothing industry, what is the development trend of casual clothes? What are the future trends?

With the development of economy and the progress of society, the lifestyle of urban and rural residents is changing. People in the city are at leisure for 1/3 of the time. Lifestyle changes, people's necessities are changing. Leisure is becoming fashionable. With the increase of leisure time and the diversification of life, leisure clothing is the mainstream clothing that people need nowadays, and has great potential for development.

At present, the best clothing brands are developing leisure brands, and domestic first-class garment enterprises basically produce. Leisure brand 。 There is also a blood route from a picture album, a few shirts and more than a dozen locomotives, to the high salary of celebrity endorsement brand image, the opening of a boutique to a thoroughfare Avenue, to thousands of stores and dozens of leisure brands, YISHION is one example. The leisure clothing industry in China is basically in a state of "tripartite confrontation". The "Shanghai faction" dominated by Shanghai and Jiangsu and Zhejiang provinces and the "Min faction" dominated by Fujian and the Guangdong School of Guangdong and Zhongshan have their own strengths. "Shanghai style" has the advantage of scale. "Min faction" highlights the design ability and "Guangdong school" is rich in resources. In Jiangsu and Zhejiang casual wear, men's clothing is weaker, women's clothing in Fujian is slightly inferior, and Shaxi in Zhongshan is due to it. Industrial chain The richness of resources such as bars and facilities has been outstanding in men's casual wear.

In the two or three line market, the leisure clothing brand is slowly extending, but the development is relatively slow. After all, there are some differences between the urban and rural living standards, and the consumption level between the East and the west is not balanced. This brings some difficulty to the spread of the casual clothing brand in the two or three line market. At the same time, the positioning of the brand must also be different between the urban and rural areas, which is determined by the different lifestyles of the urban and rural consumers. In the future development, the leisure clothing brand should also consider combining with local customs, excavating local resources, so that we can go to the front of our peers.

As far as Guangzhou is concerned, 70% of the clothing brands in Guangzhou are leisure brands. One day, 3 brands can be created. The industry believes that leisure is the characteristic of Guangzhou's dress culture and the main direction of Guangzhou's dress development. In order to seize the market, most garment enterprises, mainly traditional leisure, are fighting for price war, which reduces the status and influence of traditional casual wear. Guangzhou is mainly engaged in OEM production, and its profits are very low. While foreign leisure brands increase the added value of clothing, making profits more than tens of times of Guangzhou enterprises is normal, and profits exceed 100 times. For example, the American leisure brand DKNY, which was originally produced in China, sold at a domestic price of 100 yuan -200 yuan, and exported to the United States to increase the added value of the brand, the price is between 5000 yuan and -10000 yuan, and the difference between them is very different. At the same time, many of the designs of Guangzhou's clothing are copied, such as copying Japanese, Hong Kong and Taiwan styles, among which Taiwan style is the most powerful. The future development direction of Guangzhou leisure clothing brand should be in the aspect of rich connotation, distinctive style and outstanding personality.

Brand planning

How does a new brand want to base itself on the market in the future? How do we need to think about its brand planning?

Generally, a new brand has to go through four steps: brand planning, listing planning, integrated marketing communication, and channel planning. The author believes that a new brand should be planned from the following aspects:

First, establish brand culture. This is also a key to China's garment industry. In particular, foreign brands are pouring in. If they do not establish their own brands, it is difficult to fight against foreign brands. Therefore, we need to invest more in building brands. A leather wallet in Italy sells for 100 dollars, a bottle of perfume in France is 100 dollars, a small gift in Japan is 100 dollars, and the cost of a CD in the US Microsoft Corp is at least 1 dollars, while the selling price is as high as 300 dollars. Judging from the angle of the Chinese people (because we are still in an industrial economic society), there is not much raw material in it. Is this not a lie? However, the economy of modern developed countries is such an economy. In Tom Peters's words, "less material, more wisdom". A Chinese made garment can only be sold to foreign businessmen for 100 yuan, and the price tag can reach 1000 yuan or even higher when they go abroad. This price difference is the value of the brand, mainly the cultural value of the brand.

Two, highlighting the characteristics of their products. We should turn the products to the public leisure, differentiate the product segments, develop the market characteristic products, fully think about the way of operation, and put the capital into the technology. Professor Qian Mengyao, director of the Department of clothing and art at Soochow University, once mentioned an example. Guangdong has a very good technical foundation, such as the water washing industry. Guangdong's technology is not available in other provinces and cities. It's like that in Zhejiang, you get 8 yuan for each pair of trousers, but in Guangdong you spend 20 yuan, but there are still many people who choose to do the washing process in Guangdong. Why? This is the advantage of technology, giving full play to the existing technological advantages and constantly developing better technology, so that it can occupy a place in the increasingly fierce competition.

Three, channel selection, which is also a headache for many clothing brands. At present, K/A and chain stores in China are two main ways to brand channels. In the end, what channel options should domestic brand manufacturers adopt? In general, analysis and decision of a channel system should have the following four steps to decide: {page_break}

1, analyze the needs of target customers. Channels can provide roughly five kinds of service outputs: A batch size, B waiting time, C space convenience, D product variety, E service support. In the brand clothing industry, due to the large K/A business area and wide market coverage, it has obvious advantages in batch size, convenient space and product variety. Chain stores can provide professional and personalized services, and have obvious advantages in waiting time and service support.

2, establish channel targets. What kind of market segmentation determines what channel options? According to the difference between product characteristics and service objects. There should be some difference in the choice of channels. According to the general rule of commodity, goods are generally divided into fast consumer goods and durable goods. Consumers' preference for fast moving consumer goods is much higher than that of products; while durable consumer goods are generally maintenance products, consumers need not only the material form of products, but also the brand value including after-sales service, so consumers' buying behavior is different. Consumers' low-quality brand clothing, similar to the purchase of fast moving consumer goods, requires no convenience in terms of convenience and parity. Large K/A has unique advantages in this respect, with wide channels, long product lines, price parity and low operating costs. And the middle and top grade brand clothing should be selected in the form of brand professional shop. Because its brand is faced with a relatively narrow market, requires more professional services, a relatively special consumption experience, and consumers pay more attention to their brand value. Only through reasonable distribution of stores, professional after-sales service can reflect its unique brand culture.

3, identify the main channel plan. The type of intermediaries depends on the service output requirements and channel transaction costs of the target market. Brand manufacturers must select the types of channels that can boost their long-term profits. Here our main products should be K/A and brand professional shops: brand shops are strictly exclusive because they only operate their products, which is a typical exclusive distribution. It is applicable to brand producers who want to control their franchisees with a large number of services and effective service sales. Brand manufacturers can also decide whether to choose a different type of K/A based on their product characteristics and market strategy by adopting selective distribution or intensive distribution strategy.

4, evaluate the main channel plan. We say the best for ourselves is the best. When judging the choice of the channel plan, the author thinks that the two criteria should be based on the principle of economy, and the two is the principle of brand control. The principle of economy mainly explains how the brand clothing industry obtains the largest market share at the lowest cost. Brand control principle refers to how to enhance the brand imprint of consumers, occupy the psychological market of consumers, form a steady stream of potential customer groups, and enhance brand equity. From the point of view of economic principles, the author thinks that the fundamental problem of K/A and chain stores is whether they are terminal or intermediaries themselves, and the comparison of revenue generated from them. In the course of operation, both KA and brand professional shops have their own unique characteristics. In accordance with the flow of funds, logistics and information flow, the two channels are designed for simple analysis.

1) the cost of project operation. Why do we choose most middlemen at the present stage to establish a brand monopoly network through franchising? According to the classic marketing theory, the existence of middleman can increase the number of transactions by more than 50%. Another important reason may be that it has obvious cost advantages. Most of the channels are independent economic entities. The channel payment method of funds is relatively timely, which reduces the risk and financial pressure of enterprises, and promotes the normal flow of enterprise funds. Although channel flattening is a trend, skipping middlemen to do the terminal directly, and by the manufacturer doing professional shops, the capital needs higher capital, the corresponding management cost is high, and capital turnover is slower. From the management cost, brand manufacturers enter many large KA to pay a certain entry fee, public relations fee and sponsorship fee. This cost will also be measured in terms of who is high and who is low. A better solution is: brand manufacturers can adopt the way of "borrowing chicken and laying eggs" in the early stage of brand promotion, first use professional channel providers, and when capital accumulates to a certain extent, and have a certain brand awareness, then consider self built channels.

2) supply chain cost. Generally speaking, professional intermediaries have their own advantages in warehousing, distribution and logistics in the region, and the circulation of goods is more smooth. Chain stores must establish and lease distribution centers in their own market areas. Although this part of the work can be transferred to the third party logistics, the huge cost can not be ignored.

3) channel coverage and channel control. From the regional market, K/A can basically control the 123 tier cities in the country and even the county level, while chain stores are basically aimed at the first tier cities in China according to their product characteristics. From the point of view of the seller's traffic, many large KA can attract more passengers because of the richer product line; chain stores are attracting more customers with higher consumption level because of their more personalized products. From the perspective of channel control, KA basically can not process and manage the customer resources of brand clothing, and the response and judgement to the market are far from being compared with chain stores.

4) terminal management and brand information. In this respect, because most KA are intermediaries, their understanding of brands, the collection and dissemination of market information, and the information management of potential and current customers, competitors and other participants in the marketing environment are far from brand stores.

With the maturity of the development of China's clothing brand market, PB as a new third party force is joining the channel wars. The future channel design and competition will become more complicated. While business models are promoting business progress, they are also making progress. No model can solve all problems, and the future market is the most suitable one for him.