The Shoe And Clothing Industry Bought Foreign Brand &Nbsp; "Herding Effect" Is Thought-Provoking.

　　 Post Crisis In the era, the market of reshuffle provides eager space for the brand of Chinese local shoes and clothing that is eager to grow rapidly. Some ambitious Chinese shoes and clothing enterprises have launched a wave of buying and Frenzy: Wenzhou's sincere brand acquisition of Pierre Cardin's shoes and other four categories of trademark in China, AOKANG group's acquisition of Wanli's Greater China Trademark and patent rights, YOUNGOR's acquisition of Hongkong new Ma group, Lining's acquisition of LOTTO brand in China's 20 years brand agency, Daphne's acquisition of FullPearl... In this regard, Dr. Zhu Huaijiang of Peking University recently said that the shoe and clothing industry's acquisition of foreign brands initially showed "herd effect". This phenomenon deserves our deep consideration.

" Herd Effect "Highlights the" follow the trend "phenomenon.

In view of the fact that some unknown shoes and clothing enterprises "jumped" into the acquisition of foreign brand camps, Zhu Huaijiang thought that this is obviously the result of herd effect. Herding effect is also a herd effect. Sheep is a very scattered organization, usually in the same place is blindly left and right hit, but once a goats move, other sheep will rush up without thinking, regardless of the front may have wolves or not have a better grass. Therefore, "herding effect" is a metaphor for people who have a herd mentality. Herd mentality can easily lead to blind obedience, and blind obedience often falls into fraud or failure.

Zhu Huaijiang said that the shoe and clothing industry is highly competitive. It has always been a smoky smoky war, and has no time to create high-end brands. Earlier, Anta has spent hundreds of millions of dollars to include the trademark and operation of Italy brand Fila China. A number of shoe and garment enterprises in Quanzhou, such as nine Mu Wang, XTEP, and so on, coincidentally made adjustments. They all said they had to burn money to buy famous brands overseas. "Herding" not only shows the desire of Chinese footwear industry to plan high-end shoes and clothing market, but also highlights the "follow suit" phenomenon of footwear industry. Is it "eating" that foreign brands can "digest" or go to the high end? It is worth our consideration. Acquiring foreign brands is simply acquiring a resource. If we can not turn resources into capital or capital, then it will be meaningless.

　　 Foreign brand culture It can't be bought.

Will the acquisition of foreign brands "herd effect" come true? "He said that the acquisition of foreign brands is only a new starting point. It is useless to rely solely on hype and" bring it up ". To truly realize the localization of overseas brands requires pain and fission, because the culture of foreign brands is difficult to acquire.

He Yancan took the vigorous "Pierre Cardan" acquisition as an example to illustrate her point. According to popular network report: in June 24th, Mr. Lu of Jimo, Qingdao, spent 1395 yuan on Pierre Cardin bought a T-shirt in Liqun shopping plaza in Chengyang. Only 7 or 8 small holes appeared in a month, and the shopping mall was not to be given back to human factors, but Mr. Lu was very angry and subsequently complained about it.

He Yancan believes that many of the "foreign brands" displayed in China's first line stores are bought by Chinese local shoe and clothing enterprises, and the quality of some foreign brands is difficult to integrate with their brand culture. Zhou Shaoxiong, chairman of the seven wolves, also believes that the local clothing brands that contain Chinese culture are easy to catch the psychology of Chinese consumers and will be recognized and accepted by more and more foreign consumers. The acquisition of "foreign brands", "even if you enter the stock, culture can not do the master."

The acquisition of "foreign brands" is not the only way to high-end market.

Can the acquisition of overseas famous brands really seize the international high-end market?

He Yancan believes that the lack of high-end shoes and clothing brands is one of the reasons for our acquisition of "foreign brands". The key to our acquisition of "foreign brands" is to inherit the long brand culture of "foreign brands" and give our brand new brand life to the cultural value of high-end brands. Some people say, "the history of shoes and clothing brands in China is short, the cultural accumulation is thin, and it is difficult to undertake high-end responsibilities". This is a nonsense. With the rising international status of China, the cultural connotation of Chinese shoes and clothing brands is constantly enriched. It is inevitable for Chinese local brands to become high-end. Now, Chinese local brands such as BELLE have already entered the high-end brands. On the contrary, in 2007, BELLE acquired the brand management right of FILA in China. By the end of 2008, it had lost HK $32 million 180 thousand, and BELLE had to choose to sell it. FILA is an internationally famous sports brand from Italy. After Anta's acquisition, FILA's reputation in Chinese consumer groups is less than BELLE and J. At present, FILA's brand influence and high-end image in China are becoming increasingly marginalized.

Zhu Huaijiang told the author Tan Ru that the "herding effect" that Chinese shoes and clothing enterprises acquire "foreign brands" should arouse our attention. The acquisition of "foreign brands" is not the only way to go to high-end market. Instead, it may give us a lot of confusion. The acquisition of "foreign brands" can only be the short-term behavior of Chinese shoes and clothing enterprises, just like "children of other families, and they can't buy more blood ties".