and even landing to all mainland town

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2010 年 05 月 23 日 Fashion Marketing: Chinese clothing is not brand Source: Network marketing people release :2010-5-22 14:51:23 http://www.wool3.com/article/ 201005/2010052212488. shtml This is not alarmist talk! From the high standards of seeing, Chinese clothing does not really have a strong brand, but also shape the century-old brand in the initial stage. Comparison of disappointing international clothing brands in the world top 100 brands in seven short-listed clothing brands. The Chinese clothing only two "care" into the top 100 brands in China, Chinese clothing brand is not strong is an indisputable fact. First, the accumulation time is short brand clothing brand originated in China's reform and opening up, with brand awareness in the late 80s of last century, a brand boom in the late 90s of last century. That is the history of Chinese clothing brand will 20 next year. Contrast, the growth of world clothing brand has more than 100 years. World's top ten fashion brand, has produced almost 50 years ago in the last century. Similarly, the history of our clothing a more limited supporting industries: professional models began to rise from 1988; China National Garment Association, founded in 1991; clothing shorter history of professional media, I just recently invited to participate in "Fashion Times" and "China Fashion Weekly "tenth anniversary celebration. The so-called "training needs of three generations of a noble, a gentleman need to develop the second generation." Advanced stage of industrial development as a "brand", which is the consumer's "religion", no time and content of the sediment load, there is no sermon stories, not the real brand success. Second, the core values ??of the brand positioning fuzzy why customers buy our clothing? Is a style? Fabric? Process? Are, and are not! Customers to choose a particular brand of clothing the real motive is to get to meet the value of their psychological needs, not just the physical function of clothing. Expression of the brand's core values ??is the value of the customer in mind to achieve interactive identity. It is the brand of "chip" and a unique proposition (usp), is the reason for customers to buy. You have no one to buy clothes, to see if you are thinking like customers. The core values ??of international brands is very clear. The world's largest company under the brand clothiers U.S. VF Wrangler's core philosophy is "to challenge the limits of adventure and the spirit of the American West"; Chanel classic legend positioning. Chanel the best understanding of women, every woman in the Chanel always find their own thing, upper-class women in the U.S. and Europe spread the word society "when you can not find the right clothes, to wear a Chanel suit"; Goldlion is "man's world"; in the fashion industry, "Givenchy West" almost became the "elegant" synonymous; Versace expression of "######y"; Armani value orientation "fine city life";. Ambiguous location of domestic brand core values, the lack of soul. Behalf of the brand Younger (YONGER) from the named view is to locate the youth, but it wanted to sell all of China's man nike jordans heels, it has more than 2,000 stores in the country, the channel cover almost all major cities, and even landing to all mainland town, a great realization of "village" of the situation. Shanshan just dropped a "Do not be too cool" and "theme" advertising slogan ridiculous, can not agree. Other suits have not resonate with people's core values ??and slogans. 'd Sports clothing and casual wear there is something there. Li Ning's "Anything is possible," U.S. Waters. Bonwe "non-traditional path," although the copy Nike "and can not say goodbye," the suspect, but has let some of China's consumers themselves. Core value because there is no clear position, we can understand China's clothing brand is not a distinct personality lacie bustle back slip wholesale, style is not the same strain. Marlboro advertising boss had very dissatisfied, he was furious to find that advertising agency, took a few million dollars you do is repeat that a few people cowboy? Advertising, general manager replied: "Only a few cowboy repeated that in order to be worthy of your tens of millions of dollars!." Marlboro's core values ??is "to enjoy the cowboy feel", so the ads should focus on the core values ??of perseverance in the brand communication, to strengthen the brand core values. Cowboy image is the repeated use of "musical instruments" to "preaching." Today, the men saw the first reaction is to think of cowboy Marlboro. Third, the trader does not work apparel industry, the lowest proportion of professional managers is one of the industries. Management of inbreeding, the average quality and low academic qualifications, which a large proportion of family business and clothing related. But this is clearly a bottleneck that hinders the development of the brand. Introduction of professional managers is not the exclusive family of staff uggs on clearance outlet, not to avoid pro-virtuous, but the selection should increase the scope of the family there are no people to be outside! Local enterprises are mostly "because people set things": family, there is such a person to must be doing something to him; global corporations, "because the incident for the men": because of this job, so hire a professional manager. This is the difference. Some enterprises have to hire professional managers, but purely as Decoration. There is a manager of Wenzhou people, complain to the newspaper, said 30 million annual salary he had made 300 not the main reason is that Finance is boss. Underwear in the clothing industry is an exception, very active group of professional managers. PDA Tingmei who hire formerly vice president of marketing for the president, Qiang; Antarctica were more 500 million people from the cat dug Li Xiaoping's "feat." Can be said that these enterprises are mostly orthodox fashion circles "out of tune." Most bosses are not Cobain was born. Ting Mei Feng Zhou as the Antarctic's Zhang Yuxiang, Wu Yiming Beiji Rong's clothes are not born to do. And professional managers who, together with health care products and the IT industry, some of the tactics, playing cross-orthodox underwear enterprises, the development of fast, a garment industry a unique landscape. If you can be like underwear garment enterprise boldly professional managers, at least more than a few games to play "war" in the "war" growth. International brands can not do without professional managers of natural contributions. Cucci's success in addition to T stage, outside the Tom Ford, T Di Suoer the audience is to the verge of collapse, President of the Gucci brand of magical resurrection of the old key. VF Corporation CEOMcDonald American integration and capital through the acquisition of the brand to this century-old headquarters in New Jersey became the world's largest clothiers. (Applause.)yilai：nike high heels


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