Summary: What'S Wrong With China'S Clothing Market?

In the past 1 and a half years, a large number of famous brands, which once had great fame in the local market, have fallen sharply, leading to many local brands' failures, failures and even the boss's run. Enterprises are faced with not only the loss of market share, the pressure of inventory, the breakup of capital chain, but also the reorganization of brand organization structure, so as to keep pace with the market rhythm, keep talents and support innovation.

Why is such a market environment still popular in international brands, and achieved good market performance? Fast fashion brand giants such as ZARA, H&M, Topshop, GAP and UNIQLO have blossomed in the Chinese market and made amazing achievements. This means that China's local brands will face more and more pressure and the challenges will be more and more complicated.

The reason why many local brands fail in the same industry competition is still a topic of continuous concern. How to reshape brand positioning and make effective marketing decisions. Homogenization and location ambiguity are once again pushed to the cusp of market and brand building.

We found that: the development trajectory of local brands is very different from that of European and American brands. Behind the rapid growth is the weakness of enterprises, which is constantly neglected. It is like an undercurrent. Finally, when the problem is exposed, the brand becomes powerless and ignorant. The problem is concentrated on two aspects: homogenization and positioning.

Chinese brands (especially men's wear brands) still rely on ODM factory resources, no matter from fabric to design, they can not build their own unique characteristics, resulting in the phenomenon of homogenization, which can affect the market. The restrictions on creativity and the blind pursuit of business objectives lead to the lack of innovative ability of enterprises, and the lack of training of industry talents. The formation of homogenization.

The design department is the soul of fashion brand, because domestic brands compromise the market and ignore innovative ideas. On the one hand, China's local creative talents lack experience, lack of practical skills in professional knowledge learning, lack of recognition of the origin of clothing history, and on the other hand, do not understand the clothing structure, board technology and business needs, which undoubtedly hinder the designers' courage to show their individuality and style.

In addition, local brands are Terminal visual display The lack of attention aggravated the phenomenon of homogenization. Not only products, but even terminal atmosphere, it is difficult to highlight the distinctive brand proposition. Careful observation, many foreign fast fashion brands can grow rapidly in the local market, and they are inseparable from the terminal's fast and continuous "innovation". The products are displayed on different shelves, quick turnover of products and clear visual display, creating a new and dynamic seasonal atmosphere, enhancing the attraction of shops to local young consumers.

Brand positioning is not only for enterprise publicity, its value is more convenient for enterprises to start from the experience of target customers, and launch a series of products with thought. About brands Sales data It should be analyzed from the perspective of brand strategy, development perspective, market competition environment and consumer demand, and capture the brand's own personality and trend, and ultimately form a strategic commodity plan.

Changes need to pay a price, inevitably resulting in a period of profit and sales decline, then we should consider whether all these are for the sustainable development of enterprises. In business competition, we will never advance or retreat. Brand change requires joint efforts with people who are courageous and like-minded. Local brand In order to survive, we must start from the strategic level and combine ourselves to create strong brand personality.

I suggest that enterprises should start with the following steps: first, at the executive level, we should clarify the direction of development from the brand positioning, formulate a commodity planning system that fits the business strategy, build a brand development framework, and optimize the supply chain system to ensure the presentation of innovative ideas. Secondly, on the cultural level, we should pay more attention to image investment, multi-dimensional dissemination of brand ideas, enhance consumer emotional ties, and eventually form consumers' memory points; through internal restructuring, enhance internal communication and strengthen internal team coordination; at the same time, we will enhance professional skills and enhance the market capability of individual combat.