Thinking About What To Learn From International Brands To China'S Garment Industry

A few days ago, the eight Li Zhuang police station in Beijing received an alarm from the Gucci manager of Xinguang world. A bag valued at more than 20000 was stolen. There was no criminal case in the end, because the purchase price was only a few hundred yuan.

According to regulations, individual theft in Beijing amounted to 2000 yuan, which can be investigated for criminal responsibility.

After the news was released by netizens, it attracted everyone's attention.

Some netizens say this indicates that the luxury industry is too profiteering.

Some people think that the price of luxury goods is just like that. It's not worth making a fuss about.

Some experts say that luxury pricing is not based on cost theory.

Most people point out that luxury brands including LV and Gucci are too expensive.

But such a high price, so many people are holding money to pursue, it has to be someone else's skills.

Which clothing company does not dream of such a premium capability?

Timing of brand success

The premium of brand is reflected in the price of products.

If a brand product with a specific cost has a high expected value in the customer side, so that customers can purchase at a higher price, we believe that the brand has a very strong premium.

The product's premium capability is closely related to the profit margin of the enterprise.

China is a large garment country, but it is not a strong garment country, and lacks internationally known clothing brands.

Most of the garment enterprises in China are processing enterprises, and OEM for foreign brands.

Many luxury brands including Prada, Armani and Burberry have a complete foundry industry chain in China.

According to the data released by the World Luxury Association, raw materials and costs account for 5% and 6% respectively, while brand value is as high as 55%.

It can be seen that the Chinese foundry clothing enterprises, though doing the business of luxury goods, earn money for sweat and sweat.

Nowadays, with the outbreak and spread of the world economic crisis, China's clothing exports are declining and labor costs continue to rise.

The current situation of internal and external distress forced domestic garment enterprises to upgrade.

Li Guangdou, a brand strategy expert, believes that "the focus of clothing industry profits must eventually be pferred from circulation to brand premium."

Indeed, instead of relying on foreign brands to survive, they are eager to see why others can sell their clothes so expensive.

President Patricio Di Marco once criticized the LV canvas bag's material cost as one meter 11 euros, while the material cost of exposing Gucci is 0.305 meters 50 euros.

As for the fact that luxury goods are cheap and profiteering, people who pay bills know that.

But the question of cost has never been the key factor determining the price of luxury goods. Consumers do not buy products themselves. What they value more is the meaning of products and the sense of pride they bring.

In order to create its own luxury image, the brand not only works hard on its products, but also conducts marketing through means of celebrities, limited production, rendering its handicraft, etc. it pays great attention to advertising, fashion shows and large roadshows, all of which are to make consumers feel worthwhile.

In the view of businessmen, this is the added value of the brand and the emotional value of the pfer of the brand to the consumer.

The premium of brand comes from this.

In China, there are many consumers willing to pay for emotions.

With the change of population structure, China's consumption structure has also undergone profound changes.

In 2011, China's urban population surpassed the rural population for the first time. After 1980s and 1990s, it was becoming a new consumer subject. Their consumption concept and consumption proposition were gradually upgraded.

More and more consumer groups are not satisfied with simple commodity consumption. They value spiritual consumption more. They pursue quality and value.

It tends to choose some brands that have the ability to pay a premium and meet their own aesthetic standards and values.

The industry believes that this is a good opportunity for clothing companies to achieve brand success.

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What to learn from luxury brands

Not every brand wants to model itself as a luxury product, but every business can learn useful experience from the road to success.

The luxury can sell the price of the sky, and the scarcity is on the one hand, and its excellent pursuit of technology and design is fundamental.

A senior handbag handcraftsman in Italy said, "I spent 10 years on my skillful craftsmanship." it takes about 3 months for a custom handbag to be released from a design draft to a sample bag.

Exquisite workmanship is the guarantee of quality, and quality is the cornerstone of brand image.

Min Guangya, a veteran fashion industry expert who once served in the famous clothing brands such as Kaiser and lady's house, said: "the rise of design culture and design power is the law of the success of big brands."

It is easy to see that luxury brands have the same thing, they all place the creator's name on LOGO.

Tiffany &Co creator Charles Tiffany, Christofle creator Charles Christofle, Bvlgari creator Sotirio Bulgari, the creator of Louis Louis...

excellent

The importance of brand creation is evident.

But Min Guangya pointed out that the practice of Chinese clothing enterprises ignored the essence of clothing design.

For example, he said: "Fujian men's clothing, their buyers in all parts of the country to buy samples, so that the product structure is the most complete, to meet the needs of different markets in China, which has become an important reason for the rise of Fujian men's clothing.

However, these buyers only purchase from the OEM factory, making China's OEM factory have certain design ability.

But because the OEM factory is faced with all the brands that come to the foundry, it is difficult for the brand to form its own design style.

Lack of design power can not shape international influence.

"In Europe and America, buyers buy large quantities of Unstyled designer products, and designers who undergo market tests will quickly become famous and become full-time designers of famous brands.

This mode has created a worldwide brand.

Therefore, Chinese clothing enterprises should let more designers enter the field of buyers, instead of letting a large number of finished buyers buy into the design field.

This is good for training designers and brands.

Shaping culture is also a necessary way to build a brand.

Michel, Michel Gutsatz, once said, "luxury brands should be based on their own national culture."

Christofle, Hermes, Prada, Farrari in Italy, and Swatch in Switzerland all reflect the local cultural characteristics in brand design.

Local clothing enterprises must give brand specific culture if they want to make excellent brands.

"First determine what your brand needs to be reflected in, and then start working to support this brand image."

This is the rule of successful brand recognition in the world.

Fortunately, China is a country with profound cultural heritage, and has an inexhaustible source of culture for the local clothing brands to absorb nutrients.

People say that it takes three generations to cultivate an aristocrat.

Chanel relies on its hand-held workshop for hundreds of years, Seiko fine tailored fashion, LV's courage, adventure and travel brand spirit can be traced back to the middle of nineteenth Century, finished in the late nineteenth Century, the Hermes makeup box was quietly displayed in the the Imperial Palace Museum in Beijing.

Famous luxury brands have gone through a hundred years of practice.

Chinese clothing brands lack such a historical link. After the cultural revolution of the public private partnership and the 60 and 70s of 50s of last century, China's clothing brand lost its deep foundation.

The gap between Chinese brands and international brands can not be eliminated in a short time. Brand building takes a long time to accumulate.

But over the years, most Chinese clothing enterprises have adopted the development mode of creating more brands and opening more stores. The competition among garment enterprises is still at a relatively low level, such as price and style.

Really able to endure loneliness, with "ten years grinding a sword" of enterprises are rare.

Min Guangya said that if Chinese clothing brands want to improve their premium capability, they must focus on brand building and deepening and avoid blindly extending.

The real big cards need intensive cultivation and time precipitation.