Chinese Clothing Brand: Establishing New Brand And Adjusting Marketing Strategy

In the current downturn of the world economy, Guangzhou, the core city of South of the Five Ridges culture in China, is flying against the trend. It hosts 2012 Guangzhou International Fashion Festival and Guangzhou jointly hosted by Guangzhou municipal government, Guangzhou economic and Trade Commission, Guangzhou garment industry association and so on.

It announced that south of the Five Ridges Guangzhou clothing began to turn luxuriant and turn from "made in China" to "created in China".

Therefore, it is necessary to adjust the brand marketing strategy in the new economic situation.

I. the economic environment of China's clothing brand marketing

Clothing brand marketing is the embodiment of marketing culture in clothing culture.

Brand marketing depends on the grasp of the market economy environment and the formulation of marketing strategy.

From 80s to the end of the last century, the clothing of China was in the middle of the last century and the end of 90s.

It is "beautifying the Chinese people and going all over the world."

At that time, the slogan of the Chinese clothing industry was widely known: "let the world know China and let China go to the world."

Under the guidance of such strategic thinking, by 1994, China has rapidly developed into the world's leading producer of clothing and the world's largest exporter of clothing, making a new contribution to the world's dress culture construction.

In 1996, with the rapid growth of China's economy, Chinese clothing announced its entry into the brand era and began to operate brand marketing.

But then came the financial crisis in Southeast Asia which broke out in 1997: Korea, Thailand, Malaysia, Indonesia and other countries had currency devaluation and wealth shrank. The most serious impact on China's economy was deflation.

The economic downturn lasted for five years from 1997 to 2002! At that time, the central government quickly issued three policies to stabilize the economic ship. One was to pull domestic demand and carry out housing reform, thus excavating a huge market demand; two to join the World Trade Organization (WTO) to open the international market; three to implement active financial and monetary policies to help enterprises through difficulties.

The marketing strategy of Chinese clothing brand is adjusted to "pull domestic demand and move towards the world".

That is, to guide the growth of clothing consumption at home and actively integrate into the international market, the slogan is: "let the world know China and let China go to the world."

Today, the world financial crisis has come to the hardest 2012. The clothing brand management of almost all countries has reached a low point.

The most grim fact is that Europe is in a sovereign debt crisis, and the US economy is at the bottom of its two dip.

China's clothing exports face a long winter.

At home, although the reform and opening up has made the clothing consumption class continue to expand, but the impact of the global financial crisis, the clothing industry sales fell 20% compared with the same period last year, mainly by foreign trade decreased by 40%.

According to the statistics of the China National Business Information Center, in 2011 and August, China's clothing retail sales began to decline compared with the same period last year. The retail sales of all kinds of clothing in the 100 major key retail enterprises decreased by 1.98% compared with the same period last year, which has never been seen since reform and opening up.

Closely related to the common people.

Most of them showed negative year-on-year growth, including men's shirts, T-Shirts, leather garments, trousers, knitted underwear, cashmere and sweaters. Women's retail sales, which had always been stable, declined.

Although many brands are on the rise in terms of income, the rate of increase in retail prices simply can not keep up with the increase in costs.

As a result, sales increase and profits shrink.

Professor Lang Xianping, a famous economist, pointed out: "this is stagflation". The horror of stagflation lies in the fact that "the surface is rising and falling down, although it is no longer a high growth on the surface, but it is still rising slightly, but in fact it is declining".

Now, the marketing of Chinese clothing is in a difficult economic environment: 1. Inflation is high, manufacturing costs are rising rapidly, and industrial upgrading has become unreachable.

Looking at the economic environment at home and abroad, I think it is time to adjust the Chinese clothing brand strategy from "stimulating domestic demand to the world" to "expanding domestic demand and taking the road of internationalization".

Two. Expand domestic demand and take the road of internationalization.

1. the core of "expanding domestic demand" is "meeting differentiated needs".

The "expanding domestic demand" of Chinese clothing brand is to enhance the brand's ability to meet differentiated demand.

What is "domestic demand"? For Chinese clothing, "domestic demand" is the needs of citizens and the needs of the country.

This is an important administration of the government.

Premier Wen Jiabao once said, "there are one billion and three hundred million people in China.

China is the most populous country in the world.

The problem of Chinese dressing can only be solved by ourselves.

The question now is: what is "expanding domestic demand" and "expanding"? I think what we call "expanding domestic demand" is to meet the needs of domestic consumers for the differentiation of clothing.

In the past thirty years since the reform and opening up, Chinese clothing has gone through the "quality stage" from the "quantity stage" in the early stage of reform and opening up, the "variety stage" beginning in 1986 to the beginning of 1990s, and has entered the "brand era" which continues to this day.

Since 1990s, clothing brands around the country have also made use of the "people-oriented", "fashion rules", "fashion effects" and "value laws" of clothing to plan various marketing methods, which not only satisfy consumers, but also cultivate enterprises and expand the market.

But after entering twenty-first Century, the demand for quantity, variety and quality has become a basic need. The trend information and clothing index prompts are released regularly as weather forecasts. As a routine event, the market has aroused the "personalized" waves, and the industry has "customized marketing" accordingly.

However, such a "customized marketing" can only be "benevolent and benevolent" and "wise people see wisdom" because there is no regulation.

Today, the clothing of the domestic society has entered the era of "differentiated demand".

What is "differentiated demand"? It is a demand contradiction which is far away but not intensified. It is a higher level demand for "personalization" which is higher, more detailed and more flexible than before.

The "individualization" of clothes mentioned above can be pursued by many people for a certain personality, such as professional wear, and so on. "Differentiation" is absolutely individual difference. It is a materialized product guided by high-level spiritual needs.

In recent years, the "advanced customized marketing" has a broad view. It is hopeful to enter this level, but it is not called "advanced customization marketing" to do well.

Because to meet the real "differentiated demand", we need not only to have a unique understanding of "differentiation", but also to optimize the various links of the apparel industry chain, make concerted efforts and add a lot of conditions to make it a long way to go.

In fact, as far as I know, many famous designers and clothing brands in south of the Five Ridges and Guangzhou have already begun such an attempt.

It can be predicted that in south of the Five Ridges and Guangzhou, where China is the world's largest population, if the "differentiated demand" is common and well solved, the upsurge of our clothing brand marketing will be unlimited.

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2., the core of "internationalization road" is to create an international best seller brand.

The reason why Chinese clothing is going international is that the reasons for creating the best seller brand are: first, in the long run, from a strategic perspective, this is the social responsibility of China's clothing brand.

Clothing is not only a daily necessities, but also a commodity.

Second, "China is a responsible big country". For the international community, the responsibility of Chinese clothing is to ensure the diversity of world culture and promote cultural coexistence and participate in building a harmonious world.

Third, China is a member of the WTO. It should take an active part in the relevant international trade and trade activities. Of course, it should win the market by using international bestsellers and achieve reasonable economic benefits.

At the same time, the "going to the world" in the past and the "internationalization road" today are even more of an upgrade.

The difference is that in the past we talked about "going to the world" and "let the world know China". At that time, "China" should refer to "the traditional image of the Chinese nation".

The "China" that we are talking about in the way of internationalization is what we call "an international class China" and "a responsible big country". This "Chinese costume" is both China's and international favorite, which is called "internationalization".

There is a Chinese saying, "we are not afraid of goods, but we are afraid of goods."

"Internationalization road - the creation of an international best seller brand" also needs to be achieved through competition.

Chinese competition is not strong enough.

However, as long as we have clear objectives of competition, we must have the belief that we must win.

For example, sports competition: Archaeology proves that Chinese sports have been entertaining themselves or defending themselves since ancient times.

Until someone slandered that the Chinese were "sick men of East Asia", they could not sit still.

Since 1984, China formally participated in the Olympic Games, and was strongly infected by the Olympic spirit and international competition consciousness. Therefore, it took gold and silver and refreshed its record to become a sports power.

For example, clothing marketing: practice has proved that Western businessmen are more competitive than we are.

Remember that China announced the implementation of reform and opening up less than three months, the first to come to China is France's Pierre Cardin.

At that time, the clothes of Beijing people were still "blue ocean". Pierre Cardin's brand also did not look good in the world. We first saw that his fashion was out of tune, and he believed that China's "non fashionable place" might be the best fashion market with the keen sense of designer and businessman.

He hired the Chinese as an assistant and actively applied to the Chinese government. After three rounds of repetition, he was finally allowed to bring his works to China, so that "officials and technicians in charge of foreign trade in China should do internal observation".

He brought 8 French female models and 4 Japanese models to show French fashion.

At that time, we did not appreciate the experience of foreign fashion, nor did we understand why he wanted to find Japanese women to play French fashion.

It took us a long time to realize that he used the Japanese female model to narrow the distance between Chinese and French fashion. He hoped the Chinese would buy his French fashion.

It can be seen that Pierre Cardin wants to enter the Chinese market, not only competing with other international clothing brands, but also competing with Chinese local clothing products.

Through hard work, some Chinese factories have made clothes for him under his banner, and his marketing performance is also the top spear in the Chinese market.

Now Pierre Cardin brand has not only in clothing, but also in a variety of daily necessities and even building materials field has a considerable "territory".

Many foreign brands like Pierre Cardin have entered the Chinese market for decades.

Their keen sense of competition, high sense of crisis and always lead the marketing strategy of the market provide a direct example for Chinese clothing brand marketing, which is worthy of our reference and consideration.

The fast track Chinese clothing brand has grown up through competition.

And those factories that only rely on orders and make foreign brands, though they are much simpler than themselves, have not only been in a low income state, but also have to deal with various rising barriers.

Once the order shrinks, the enterprise will be in crisis. Let us finally understand the necessity of building our own brand, international best-selling brand and world famous brand. We also feel that we have lost a lot of precious time in the past.