Differentiation Is The Foundation Of Clothing Brand In The Next Ten Years.

China

Q: some people think that the next ten years will be Chinese clothing.

A: after a major economic crisis, the revival of the garment industry has gone through a survival of the fittest.

Domestic enterprises are mature and strong, and international brands are flocking in. More overseas brands are eager to try the Chinese market, and domestic SMEs are looking for ways to survive in the cracks.

There is a new round of "shuffle" in Chinese clothing. The focus of segmentation is "culture", "innovation" and "R & D". The ultimate goal is "sales revenue" and "market share", and the "differentiation" sword is particularly sharp during this period.

Many enterprises in China are easy to fall into the circle of parrot. When they see others making money in this project, they rush to do this project. This is very wrong.

Differentiation is the internal strength of the brand, and it is also the foundation of the brand's foothold.

For clothing enterprises, the differentiation is mainly reflected in three aspects.

First of all, culture is the core competitiveness of enterprises' sustainable development.

This includes commodity culture, communication culture, terminal culture and so on.

In the men's wear market, casual wear and sportswear have been saturated, comfortable, dignified, athletic and simple.

All kinds of concepts have been swept away. At this time, the concept of "fashion" is put forward, which is to realize the differentiation of commodity culture.

When the concept of environmental protection has not yet been popularized and has not yet formed a trend, this concept is first put forward and implemented in every aspect of enterprise and brand development, which will create a differentiated culture for the brand.

Second, we must persist in innovation.

In the coming ten years, for Chinese clothing brands, with the increasing competition, the strategy of constant change is no longer feasible. Instead, we should change all the time - how the market will change, and we will be faster than him, because consumption pattern is a changing process.

In order to enhance the rapid response capability of enterprises, the marketing decisions of enterprises will be based on comprehensive and accurate marketing data and marketing research, instead of relying more on operators' experience as before. Marketing innovation will be an important factor for the rapid development of enterprises.

More importantly, simple plagiarism can not make enterprises enter a virtuous circle of sustainable development.

Chinese garment enterprises have always been manufacturing and creating light. This is the fundamental reason why China has become a big country in garment manufacture but hardly to call it a strong country.

Lack of scientific and technological input and market research and development of blind obedience behavior, in the face of market opportunities and challenges will be very dangerous.

Therefore, the importance of R & D will be an indispensable link.

With the gradual recovery of the economy, the garment industry has basically got out of difficulty in 2011.

Affected by this, garment enterprises also pay more attention to industrial scale, marketing rationalization and market branding. It can be said that 2011 is a new starting point and a new opportunity.

Clothing brands should bid farewell to the practice of focusing solely on the market, instead of looking at the situation in the long term, improving their competitiveness and constantly moving towards big brands and big directions.

In this way, Chinese clothing brands will have the chance to become world-class apparel brands.