"Smile" Of Clothing Brand

Now the clothing industry is facing a crying curve, and everyone wants to turn it into a smile curve. But the problem is that most enterprises don't know how to transform, or the cost of transformation is too high, so they just boil day by day. China exports more than 20 billion pieces of clothing every year, equivalent to making 3 pieces of clothing for everyone in the world, but the output value is very low added value Both the front and back end of high-end enterprises have been invested by foreign enterprises occupy Yes.

The advantage of China's clothing industry is low cost, which can make products very cheap, and then low cost Price Sell it. This is a marketing term called "originally going". The problem with this model is that consumers may not buy these cheap things, because in the long run, without marketing ability and brand influence, consumers can not be satisfied only by relying on the products themselves.

There is nothing in the world that is good-looking, easy to use and cheap. If iPhone does not adopt high pricing strategy, but only cost price and small profit to sell, can it support sustainable development and innovation of enterprises? I don't think we can.

There is a misconception of Chinese bosses. They think that the cost of the products themselves is very cheap and they can be sold with a little more money. But we should think about it. What is the basis of continuous innovation? It is easy for our enterprises to fall into the "low price trap" if we just do simple renovation and low cost. There is a saying in marketing that "consumers won't appreciate you for buying cheap things". Low price products can't say how much tangible benefits they bring to consumers. But in the end, your enterprise doesn't have the ability of continuous innovation, and consumers will stop buying it sooner or later.

So the most important thing is to establish your own brand advantages, let consumers recognize your brand. International famous brand products will not spend a lot of effort on renovation. Most of them are relatively simple. In addition to their designs, consumers often buy their brands. Take a look at Prada and Armani. They have their own distinctive brand terminals, so brand image and concept are more important.

A rising big country must have its own clothing brand. There has never been a country in the process of economic take-off that the brand status is not commensurate with the economic status, so the biggest problem in the transformation of the clothing industry in the next 30 years should be the brand.

I think that the clothing industry is essentially a fashion industry, not a manufacturing industry. Everyone pursues his own personality in dressing. It is said that China's Shanzhai, in fact, the largest Shanzhai brand is Zara. Their designers will go to the world to watch shows and immediately imitate the design of big brands. But what's worth learning is their quick follow-up and new products are available every week. Many Chinese bosses only hold order meeting twice a year, but the demand of consumers has been subdivided into every season, even every solar term. Therefore, we must learn to understand, understand and meet the real needs of target consumers.

Our entrepreneurs must know that when their enterprises transform from a processing enterprise to a brand operator, the proportion of production costs will be greatly reduced. In the clothing industry, the most important cost should come from two parts, the first is the design cost, the second is the brand cost. Brand is the most important thing for enterprises to communicate with consumers. Only by creating excellent brand image can consumers remember your brand and fall in love with your brand, thus turning the transaction into a kind of "loyalty consumption".

With the appreciation of RMB and the rise of land and labor costs, the center of the world garment manufacturing industry began to shift to Vietnam, the Philippines and even some countries in the Federal Republic of Yugoslavia. In this case, we should use a more forward-looking vision to realize the transformation of the industry, build our clothing brand better, and create a "smiling country" in the clothing industry.