Brand Positioning Ambiguity And Poor Marketing Decisions Remain The Drawbacks Of Local Brands

　　 "Pulse" China Clothing market Homogenization is serious and brand positioning is unknown.

In the past 1 and a half years, many of them have been famous in the local market. Clothing brand A large area of decline has led to the failure of many local brands, bankruptcy and even the boss's run. Enterprises are faced with not only the loss of market share, the pressure of inventory, the breakup of capital chain, but also the reorganization of brand organization structure, so as to keep pace with the market rhythm, keep talents and support innovation.

Why in such a market environment, international brand However, they are still stationed in large numbers and have achieved good market performance? Fast fashion brand giants such as ZARA, H&M, Topshop, GAP and UNIQLO have blossomed in the Chinese market and made amazing achievements. This means China Local brand There will be more and more pressure and the challenges will be more and more complicated.

The reason why many local fashion brands fail in the same industry competition is still a topic of continuous concern. How to reshape brand positioning and make effective marketing decisions. Homogenization and location ambiguity are once again pushed to the cusp of market and brand building.

We found that: the development trajectory of local brands is very different from that of European and American brands. Behind the rapid growth is the weakness of enterprises, which is constantly neglected. It is like an undercurrent. Finally, when the problem is exposed, the brand becomes powerless and ignorant. The problem is concentrated on two aspects: homogenization and positioning.

Chinese brands (especially Men's wear brand ODM factory resources are still dependent on Fabric to design They are unable to build their own unique characteristics, resulting in the phenomenon of homogenization, which can affect the market. The restrictions on creativity and the blind pursuit of business objectives lead to the lack of innovative ability of enterprises, the lack of training of industry talents, and finally the formation of homogenization.

　　 Design Department It is the soul of fashion brand, because domestic brands compromise the market and ignore innovative ideas. On the one hand, local creative talents in China lack experience, lack of practical skills in professional knowledge learning, lack of cognition of the origin of clothing history, and on the other hand, they do not understand the clothing structure, board technology and business needs. Designer The courage to show personality and style.

In addition, the lack of local brands' attention to terminal visual display aggravates the phenomenon of homogenization. Not only products, but even terminal atmosphere, it is difficult to highlight the distinctive brand proposition. Careful observation, many foreign fast fashion brands can grow rapidly in the local market, and they are inseparable from the terminal's fast and continuous "innovation". The products are displayed on different shelves, quick turnover of products and clear visual display, creating a new and dynamic seasonal atmosphere, enhancing the attraction of shops to local young consumers.

The blind pursuit of profits in the development of local brands is often ignored. brand positioning 。 After the profits of enterprises, the input of brand image, marketing and brand promotion is not enough.

Brand positioning is not only for enterprise publicity, its value is more convenient for enterprises to start from the experience of target customers, and launch a series of products with thought. The application of brand to sales data should be analyzed from the perspective of brand strategy, development perspective, market competition environment and consumer demand, and the brand personality and trend should be captured. Finally, a strategic commodity plan will be formed.

Changes need to pay a price, inevitably resulting in a period of profit and sales decline, then we should consider whether all these are for the sustainable development of enterprises. In business competition, we will never advance or retreat. Brand change requires joint efforts with people who are courageous and like-minded. If local brands want to survive, they must start from the strategic level and combine their own positioning to create strong brand personality.

In fact, enterprises may start with the following steps: first, at the executive level, we should clarify the direction of development from the brand positioning, formulate a commodity planning system that fits the business strategy, build a brand development framework, and optimize the supply chain system to ensure the presentation of innovative ideas. Secondly, on the cultural level, we should pay more attention to image investment, multi-dimensional dissemination of brand ideas, enhance consumer emotional ties, and eventually form consumers' memory points; through internal restructuring, enhance internal communication and strengthen internal team coordination; at the same time, we will enhance professional skills and enhance the market capability of individual combat.