Talking About The Survival Rate Of Clothing Brand In China

Sociology Economics The rapid development and the improvement of living standards have stimulated people's pursuit of high quality life, which is evident in the pursuit and eagerness of most people to brand. People's understanding of brands should be based on clothing. Pierre Cardin's first Chinese show is an import enlightenment to Chinese clothing culture: the original clothes can be worn like this. They are hazily aware of the clothing culture, that is, the influence of the brand.

And clothing culture takes time to accumulate. Some abroad brand It is well-known that time running in is an important factor. Such as Versace, Chanel, Dior, Armani and so on have decades of market hard training, the longest Levi's cowboy dress for more than a hundred years. It is impossible to create a brand in a short time, especially to create a brand with gold content. It is rather impetuous to let the heart grow stronger. The inspiration from the development of these brands is that they can keep silent for a long time in their early days. The achievement of their brand can be regarded as the crystallization of loneliness. Accordingly, compared with the clothing brands in China, we found that most of them were short-lived.

In the past few years, a survey conducted by the Organizing Committee of the Shanghai International Fashion Culture Festival showed that about more than 2000 clothing brands were eliminated every year, that is, 6 per day, which means that the average life expectancy of each brand is only 4 hours. Compared with many foreign brands in the past decades and hundreds of years, China's clothing brand is simply a flash in the pan. In early 2010, Shenzhen clothing Shen Yongfang, Secretary General of the trade association, said that more than 1000 brands of clothing disappeared in Shenzhen a year. It can be seen that the survival rate of clothing brands in China is low. The "brand" praised by the Chinese people is so short-lived that the replacement speed is amazing. No accumulation of time, fame and reputation, let alone any brand culture. This is what people often call brand hollowing.

The prominent feature of the hollowing out of clothing brand is homogenization. Homogeneous goods, without their own characteristics, will be eliminated in the fierce market competition. If you don't believe it, when you walk into the department store, you can see that many of the costumes that come into view are familiar, such as the style and style, and even the fabric quality is very close. Some consumers say that if you want to buy clothes, you do not have to visit too many shopping malls. You only need to enter one house. The reason is that the choice is less and the comparability is small. According to the survey conducted by the Shanghai apparel industry association in the first half of 2008, there are nearly 1000 women's clothing brands sold in major shopping malls in Shanghai, but less than half of the five stores. This shows that the majority of women's clothing brands are still in the initial stage of development, that is, the low-level competition of homogenization: this phenomenon not only restricts the rise and growth of brands, but also promotes the degree of brand hollowing.

Coincidentally, just after the closing of the CBME exhibition, the exhibitors, regardless of their size and brand influence, have a very narrow gap. They are pregnant products, baby clothes, and so on. Commodities are large and full of features. If the problem of product homogeneity is not solved, there will be a lot of trouble. There is a big joke from Nantong: two white swans become black swans. It is said that two well-known textile companies are building high-end brands. Due to the similarity of their ideas, the decoration of their terminal image shop was surprisingly similar after they were unveiled. They all chose the international minimalist style of the black line. How embarrassing!

In fact, in terms of people's mode of thinking, we are afraid of this. linear Thinking is related. This form of thinking is linear, unidirectional, single dimensional, and lacks change. Compared with traditional writing or reading, it is limited by the form of manuscript paper or book, and must be carried out in time and logical order. As a major garment city in China, Zhejiang's western-style clothes and shirts are the strengths of men's clothing. They are competitive and have market advantages. Judging from its positioning, the price of 1000 to 5000 yuan / set is affected by the influence of linear thinking. They are all middle and high grade. The consumers seem to be prepared for "good men": they are "advanced", "dignified", "successful", "quality", "Oriental" and "elite". Why is there such a one-sided brand connotation? Because Chinese men's social status is marked by "success". Who else would like to be classified as a non successful person? Therefore, under the good faith of unconsciously or traditional ideas, YOUNGOR, Shan Shan, Busen, Luo Meng, Zhuang Ji, and the birds of wedding birds have all injected the best meaning for men's suits: they all claim to be high-end and international, and their brand positioning is highly oriented and unwilling to be mediocre.

Here, people can not help asking, is China's menswear brand only "successful" without any other cultural implications? This is the way of thinking, or the expression of psychological impetuosity. As a major clothing province of Zhejiang, brand culture is the same, other areas can imagine! Therefore, people have to say that the key to the homogenization of our clothing brands is the lack of brand culture and connotation that impress people. Someone once said with laughter, if you remove these brand names, can you tell which one they are?