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Foreign Brands Occupy &Nbsp; Where Are The Excellent Domestic Clothing Brands?

2011/10/12 16:16:00 38

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Brand Mall Excellent Domestic Clothing Brand

Hot Zhongqing and discount of all kinds of stores

Shopping

The season ended temporarily. When we were happy to check what we bought, we found that almost all foreign brands were in our hands.

In most shopping malls, most of the gold shops are foreign brands. Foreign brands are also far ahead of domestic brands in the overall turnover of shopping malls. This is particularly evident in the domestic high-end department stores.

Where have all our excellent domestic brands gone?

Domestic brand

"What we are talking about today is not just Chinese brands.

China

The brand we designed and produced also includes some foreign brands produced in China, overseas registered brands and some joint venture brands.

If the Chinese brand is only defined as China's original, property rights belong to all Chinese brands, then the proportion will be greatly reduced.

- Fan Yanru, Deputy Secretary General of China Department Store Association

Survey: domestic brands are among the "old brand" stores.

To understand the entry status of domestic brands, the author went to many large enterprises in Beijing.

Department store

On the spot investigation, we found that the domestic brands were mostly in the old shopping malls, such as the three layers of cashmere stores in the Xidan shopping center, all of which are made in China, including famous cashmere brands, snow lotus cashmere, and rare cashmere.

Clothing is also mostly made in China, such as men's wear, men's clothing, etc.

The domestic brand clothing, shoes and hat category in the middle end accounted for about 40% of the total brand, while cosmetics and other brands accounted for 20%.

Domestic brands, such as Seth shopping center, Xinguang world, Yansha shopping center and so on, are rare brands.

I also found in the interview that some domestic brands often use English names as brand names when they enter high-end shopping malls.

In the 2 tier Red Dragonfly store in the national Ruicheng shopping center, the author finds that besides the shopping environment, the style of women's shoes and women's bags is not fashionable enough to attract young people who are in pursuit of fashion.

And the cashmere brand cashmere brand cashmere and cashmere cashmere shops are often set up in some streets that are not popular enough or not conspicuous.

customer

Scarce.

A person in charge of Zhuang Sheng Guang Guang Department said that the proportion of domestic brands in the shop is not large, and the high-end products such as luggage, cosmetics and outdoor products are mainly foreign brands, and the proportion of fashion clothing, sports clothing and home accessories is less than half of the total brand.

Marketing barriers: weak sense of innovation and marketing leads to "backward and beaten"

In recent years, some large cities in Beijing, Shanghai, Guangzhou and other cities

Market

When they enter the brand, they mainly focus on foreign brands, and many domestic brands are rare in large shopping malls, especially high-end shopping malls.

Many domestic brands choose to open their own stores instead of entering department stores because of the high threshold of department stores.

Fan Yanru, Deputy Secretary General of the Chinese Department Store Association, said that the sales of domestic brands in department stores are relatively small, and the situation is not optimistic.

This is mainly because domestic brands are still dominated by mid-range products and low-grade products. Many domestic brands have low positioning and relatively inexpensive prices.

Fan Yanru said, compared with foreign brands, domestic brands first have a certain gap in the sense of innovation, less emphasis on brand history and cultural connotations; secondly, there is no effective marketing strategy.

Although many domestic brands have been innovating after decades of efforts, there is still no chance to enter large department stores. The development of Chinese brands has not yet reached the level of smooth road in the Chinese market.

Hong Tao, Professor of economics at Beijing Technology and Business University, said many frontline

City

They all want to build an international metropolis, and the development of shopping malls is very fast. Foreign brands are easy to get tickets for high-end shopping centers because of their fashionable style, high quality and strong foundation. Many large department stores have green lights on foreign brands. They do not charge for entry fees. They also help to decorate and provide many conveniences. On the contrary, many domestic brands have to pay large entry fees in large department stores.

Development suggestions: improving brand awareness

Nowadays, the homogenization of brands in shopping malls is serious. People call for brands with their own design characteristics.

When consumers choose brands and products, they choose not only the functionality of products, but also the design concepts and cultural connotations of products, which requires Chinese brands to strive to get out of their own design.

Xia Hua, chairman of Beijing Yiwen group, believes that the Chinese brand was born under the unique cultural background of China. All its design and production objects are all the consumer groups in China. The most effective consumers are those influential Chinese brands in the Chinese market.

Chinese brands have also shortened the gap in recent years. Many domestic brands, including Yi Wen, have achieved an international team with good independent innovation design and Chinese fashion attitude.

The important step for Chinese brands to go out is to really do marketing.

China has always been a nation with its own history and story. We can fully carry forward the brand with its own history.

Meeting the needs of consumers is the primary mission of the brand. The most important thing is to know what Chinese consumers need most.

On how domestic brands go global, Xia Hua said.

international

The meaning of industrialization is not just to open stores abroad, but to have their own raw materials, suppliers and processors all over the world, to choose the resources and raw materials available in a wider scope of the world, to have an international design and creative team, to have the best suppliers, and to integrate the global supply chain.

To promote the growth and growth of Chinese brands, the most important thing is to raise brand awareness and provide market opportunities for brand development. Shopping mall department stores are the most important business platform for spreading brand culture and gaining brand market value.

Fan Yanru, Deputy Secretary General of the Chinese Department Store Association, said: "publicity and support for Chinese brands require shopping malls to provide opportunities for Chinese brands.

Consumers do not know where to buy when they do not enter the store.

In recent years, we have found that some excellent Chinese brands can not enter the shopping mall. Some of the shopping malls are brand names of Wenzhou and Dongguan. They will not be introduced at all.

Therefore, the association has been trying to provide equal opportunities for Chinese brands. "

Hong Tao, a professor at the school of economics, Beijing Technology and Business University, said that trade associations should give some support to China's department stores, including policies and guidance.

To promote the development of Chinese brands, it is necessary for the government to support. As a long-term circulation enterprise, shopping malls have to spend a certain cost when serving local products as channels.

Conduct

Corresponding compensation, the government's financial support will play a guiding role.