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Under The Gorgeous Appearance, What Should The Brand Focus On?

2011/9/3 11:53:00 55

Recently, reports about fake foreign brands have been reported repeatedly, involving many industries.

Garment industry

It is also one of the hardest hit areas of fake foreign brands.

Looking at the clothing area in the shopping mall, the brand name of Italy, Spain and its brand name are everywhere.

After careful examination, it is known that the production and sale of these brands are still mostly carried out in China, and the "foreign background" may only be completed by brand registration abroad.

With the development and progress of economy and society, consumers in China are paying more and more attention to the brand of commodities.

In the process, foreign brands have successfully opened up China's market by virtue of their design, quality and brand connotation.

With a little observation, people will find that in recent years, foreign brands have become more and more popular in cosmetics, clothing, food and home building materials industries.

Correspondingly, consumers' understanding and favor of foreign brands are also increasing.

This is even more evident in the field of clothing.

Regardless of the trend, the rate of renewal is high.

Fashion ladies

Or selling business men's clothing with relatively long cycle and less design change, the sales of foreign brands occupy a larger advantage, and domestic brands of the same category are relatively cold treated.

Although many of the international brands of fabrics, crafts and production are produced in China, they can still get an unusual "treatment" because of their brand advantages.

Under such a background, many domestic enterprises have begun to pack their brands abroad, or simply copy or even plagiarize, to induce consumers to buy.

Consumers' emphasis on brand does not mean that they do not ask for quality.

No intrinsic quality support, one.

brand

It is impossible to occupy enough market share, and is unlikely to sustain long-term development.

Facts have proved that consumers need to have product quality, design elements, cultural concepts and rich brand associations.

The short-term interests of plagiarism, counterfeiting and "foreign brands" can no doubt be repeated at low ends.

With the increasing emphasis on the concept of brand and the landing of international brands, is there any stage and opportunity for the development of domestic brands?

We are pleased to see that many domestic enterprises have upgraded their own brand building to the height of enterprise development strategy, and are working hard to bring about a steady increase in market share and brand contribution rate.

It is understood that in the past 20 years, the proportion of industrial output value of Shenzhen's own clothing brands has increased from less than 5% to over 80%. In the past 10 years, Shenzhen's clothing brand has increased from less than 200 to 1200; Shenzhen's clothing brand has not only occupied 60% of the domestic shopping malls, but also won the "sales profit margin" of the Chinese garment industry in 2010.

This shows that it is the road for domestic brand construction to build a brand product with real competitive advantage and pay attention to the mining of brand connotation and brand culture.

Casting brand is a long-term and arduous task.

Clothing manufacturers should change their business philosophy, focus on improving their brand core competitiveness from product quality and service means, and create brand value from cultural, ethnic, historical and fashion sense. In order to win more consumers' favor and trust, they can gain more commercial value and social value.