Fake Foreign Brands Come To The Edge Of The Cliff, And Domestic Traditional Clothing Brands Fall

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As the world's largest clothing The local garment industry in China, a producer country, is facing a huge crisis, and the cliff effect is striking:

Under the influence of global economic integration, the trade between countries "affects the whole body at the same time". China is a world famous "manufacturing factory", and "make in China" spreads all over the world. In the first half of 2012, the total inventory of 42 listed clothing companies in China reached 43.8 billion yuan, and the accumulated inventory can be sold for 3 years.

After the peak period in the 1990s China's garment industry The scenery is gone. Global consumption is weak and exports are blocked; In China's local market, young consumers have become the dominant force, but the appeal of local brands has continued to decline.

Virtual foreign brands come to the edge of the cliff

At the beginning of reform and opening up, the trend of China's clothing market was once tight. Many local garment enterprises take the route of virtual foreign brands, and most of them make a lot of money. Youngor, who started out as a OEM, is the best among them. The "Youth Garment Factory" in 1979 was the predecessor of Youngor. During the growth period of the brand, the "Youth Garment Factory" with local flavor in that year was transformed into an international Youngor. After more than 30 years of development, the garment factory in that year became a listed company with tens of thousands of employees. The virtual foreign brand line was a good medicine in the era of information blockage.

A specific era will form a specific route and the product of the era, and the Chinese brand with a foreign flag will show its true colors in the world today. The post-80s and post-90s generation, who have gradually become the major consumer groups in society, are familiar with the application of the Internet. Young people have more diversified ways to obtain information. They are more familiar with the origin and origin of clothing brands. It is increasingly difficult for virtual foreign brands to earn money from young consumers.

Influenced by European, American, Japanese and Korean styles, the post-70s and post-90s prefer foreign brands to Chinese local brands when choosing clothes. Consumers with certain economic strength tend to choose some international brands, which is the role of brand added value and the embodiment of identity for consumers. The mass consumer group will choose some foreign fashion brands that highlight their personality and follow the trend, such as H&M and ZARA, which are recognized and loved by many young people.

Most of the rapidly growing young consumer groups have become "spokesmen" and "opinion leaders" of families. Some of their views and aesthetic tastes also have a certain impact on the elders. In addition, the overall aesthetic trend of society is increasingly in line with international standards. The mature consumer groups of the post-40s and post-60s also want to follow the trend of the times and regain their youth.

Today, as the world knows, the virtual foreign brand route is obviously no longer applicable to today's clothing industry. The more sophisticated consumers have developed a pair of golden eyes comparable to the Monkey King, and the local brands with foreign skin will be easily replaced.

Old clothing brands fall

In the face of the large-scale invasion of foreign clothing brands, the old local brands that used to be popular have fallen. Many old brands are complacent, unwilling to make progress, and avoid medical treatment. As a result, most of them are terminally ill and close to death. Many local brands that have grown up with the post-80s generation face sluggish sales and high inventory. These fashion brands, which could not afford to live frugally for a month before, have now sold for more than ten yuan of cabbage. The dilemma of these brands can be seen from the price, while the performance shows a negative growth trend.

The rapidly changing social fashion has changed the aesthetic orientation of consumers. Guo Moruo once said that clothing is the symbol of culture, and clothing is the image of thought. The wheel of time never stops. The end of one era means the beginning of another. In the early days of the founding of the People's Republic of China, men were proud to wear Chinese tunic suits. Nowadays, even in remote rural areas, it is hard to see Chinese tunic suits. Instead, suits and jackets are paraded at all levels of society.

Can I ask where is the way?

If you are poor, you will think about change. Facing difficulties is the beginning of hope. People will have a way out when they have confidence. Chinese clothing brands should rebuild confidence and look for new directions. Some clothing brands in Japan and South Korea are sought after and loved by consumers because of their distinctive brand style. We might as well take their essence and discard their dross to learn their success from Japanese and South Korean brands.

Uniqlo, a famous Japanese leisure brand, adheres to the modern, simple and natural concept, and its "versatile" concept is more familiar to consumers and has become a global brand Clothes & Accessories A leader in the retail industry; Issey Miyake brand highlights distinctive Japanese national characteristics, rooted in Japanese national concepts, customs and values, is a high-end clothing brand that inherits and carries forward Japanese national culture, and is famous in the international clothing industry.

EXR is a well-known sports brand in South Korea. The brand combines sports and fashion and integrates popular elements, positioning itself as a personalized casual wear. EXR has received great response when it first entered the market, and some famous Korean stars are also loyal fans of EXR. EXR is a newcomer, but it has made great progress all the way. Its price is close to that of Adidas, Nike and other international first-line sports brands. The Yangtze River has pushed the waves ahead, and the miracle of coming from behind is staged every minute on the stage of the times.

In the final analysis, the crux of Chinese clothing brands lies in improving their own cultural accomplishments. Whether it is the first-line international brands in Europe and the United States, or some personality style brands in Japan and South Korea, their brands are supported by the internal force of national culture.

When China is increasingly respected, Chinese people's values and lifestyle are also respected. At that time, Chinese clothing brands will certainly be reborn.

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