Competition Between Inside And Outside Brands Of Garment Industry

When the Chinese market opened up to the outside world and the famous brands abroad appeared in various cities, the Chinese clothing industry began to worry that "wolf is really coming!" overseas brands or apparel groups jointly operated with Chinese enterprises through technical cooperation and management support to gradually divide the share of China's clothing market.

Zheng Lei, the senior brand operation consultant of France's five joint fashion brand planning agency, however, thinks that this is just an inevitable stage for the development of China's apparel industry.

When looking at the problem of international brands gathering in China, he said that we should analyze from two levels: first, external factors.

Today, with the global economic development slowing down or even regressive, the rapid growth of China's economy has to be a bright spot.

If the so-called commercial interests are straightforward, some are the pursuit of money, and many international brands are also affected by the economic downturn, the increase in purchasing power of Chinese consumer groups is obviously a late gift for them and a timely rain for a long drought.

The annual growth rate of consumption in China's three economically developed areas (Beijing, Tianjin, Yangtze River Delta and Pearl River Delta) is close to 20 percentage points. China's rich people are surprised by the pursuit of luxury goods and the consumption ability of high-end clothing products.

Therefore, who can enter the Chinese market sooner and get the brand recognition of the Chinese high-end consumer group in advance, who will take the lead in the next Chinese market competition.

The two is internal factors.

With the deepening of reform and opening up, not only can foreign material products enter the country, but also the spirit consumer goods, life culture and consumption concept have been disseminated and accepted with all kinds of media, enabling consumers to choose "Westernized" products automatically when buying products.

So some people call this behavior "cultural invasion", but he thinks that this title is too much. As the poor rural people envy and imitate the rich city people's way of life, it is just a kind of behavior imitation because of economic difference.

Therefore, in order to meet the needs of work, psychological needs, living needs and social needs, it is inevitable to choose overseas famous brand products that can show economic strength.

In the form of cooperation, the two sides often use the right to use the brand, the design and research, the brand management and the image display technology, while the Chinese side provides the processing of bulk products, the management of basic marketing personnel, the expansion of China's market channels and the input of market publicity fees.

From the point of view of cooperative relations, the foreign side only provides technology and management, while the Chinese side will also pay money and make efforts, and only serve other people's brands, so it also produces various worries in the industry, such as "technology for market, management to market, and Chinese market has been occupied by foreign brands", but this kind of statement is biased in Zheng Lei's view.

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First of all, he believes that the simple licensing and agency relationship between foreign brand holders and domestic brand operators can not be simply judged.

The basis of their cooperation is complementary advantages, and they can maximize the performance of the support resources provided by each other through independent resources and available channels.

It should be said that the relationship between empowerment and agency is the relationship between the needs and the needs.

The two parties cooperate through the principle of redistribution of interests.

In this process, the Chinese side can not only get the distribution profit of the brand in the market operation, but also get the brand management skills, brand development skills, brand image creation skills and the self image enhancement of enterprises that they do not possess.

Therefore, it can be said that it is a supplementary process to self ability, while Chinese clothing operators are strong in learning and emulating in this process.

Secondly, he believes that most brands have been struggling at the initial stage of the promotion of China's consumer market, except that some brands have been well known to consumers before entering the Chinese market.

Therefore, it is better to look at the product design and R & D capability of the Chinese agency rather than the brand it owns.

As we all know, the origin of modern fashion trend is in Europe and America. Fashionable living culture and advanced design concept are the driving force for clothing development.

From the perspective of commercial interests, many Chinese clothing brand enterprises seem to work for foreign bosses at the early stage of operation: they not only earn money, but also sell others' products by others' brands, and the profits are not as good as 10% of brand holders.

However, when Chinese apparel enterprises cooperate in business for a period of time, after they master the foreign design and research process and some human resources channels through the agent relationship, they can set up product design and supply system, complete the product system establishment in the whole brand process, and lay the foundation for the self created brand.

Therefore, this agency behavior can also be regarded as the sting before the independent development of the agency.

Zheng Lei said that China's clothing and apparel industry is different from the daily chemical industry and the electronics industry. In these two industries, foreign brands have just emerged to form a market monopoly, or through the acquisition, equity participation and joint venture into the Chinese market, forming the suppression and crowding out of the original domestic brands.

The characteristics of Chinese apparel operators and consumer market determine that this phenomenon is hard to appear: practitioners in the Chinese clothing industry have always had the tradition of self starting business, and the entry threshold is relatively low, and the industry resources are relatively limited, which results in the current situation of China's clothing industry, which is strong in clothing brands and competitive in the market.

On the other hand, the difference between the purchasing power and consumption habits caused by the imbalance of China's consumer market is very large, but the brand marketing is still relatively fragile. The process that Chinese consumers follow in choosing clothing is often: price satisfaction, fashion satisfaction, dress satisfaction, and brand recognition, which leads to a low brand loyalty of Chinese consumers.