Fujian Clothing Return To Products, Restart Brand Strategy

It is a question that every practitioner should think about how to make use of this advantageous advantage and "return to the product and brand new" to build more strong brands.

Traditional shoes and clothing enterprises face unprecedented challenges.

In fact, from birds of fortune, CABBEEN, Anta,

And so on, "Fujian clothing" released in 2014 this year, the annual earnings report, sales and profits have increased, and some brand enterprises profit even reached 20%.

According to the China clothing association data, in 2014 1~12, China's textile and clothing production, retail, export, profits and profit margins and many other indexes have increased, "rational market stability and long-term growth". This is the judgement of the China Textile Industry Federation for the future trend of China's apparel industry. The past double digit supernormal growth era has gone forever, but the high value-added of brand enterprises will become more prominent in this era. Whose brand has more lasting influence and dissemination power, who will be more invincible.

In 2015, CHIC, the famous brands such as Jin Ba, Shan Shan, Taiping bird, Mark Ed Faye, and AI Dun Bao, all participated in the exhibition. For those brands that had already laid a solid foundation for the masses, the significance of CHIC was far more than an exhibition. When a few Shishi Enterprises were still entangled in "whether to participate in the exhibition" and "whether the exhibition was effective or not", these preconceived brands had spread their brand positioning and the latest products through CHIC.

Xiaomi technology CEO Lei Jun said, "the best product is the best marketing". If an enterprise does not even have good products, what marketing and development will it talk about?

"No

The enterprise is an enterprise without soul, the enterprise without quality is ugly enterprise, and the enterprise without core technology is an enterprise without backbone. "

Dong Mingzhu, President of GREE electric, said.

In this era of rapid change, there is no such thing as "eating fresh all over the world," but it is certain that the textile and footwear industry will never end.

"

Look at the sales and output of two fast fashion brands of UNIQLO and ZARA, including the textile and garment industry of Shishi, and whether there are limited space for development of Chinese textile and apparel with large population base.

After decades of hard work, the whole industry chain of Shishi clothing has been formed, but the number of shoes and clothing brands with high influence in the whole country is few.

Although this is a time when everyone is talking about "Internet thinking", whether millet or hammer, apple or Samsung, regardless of "Internet marketing" upgrade to the next level, in the final analysis is the product itself.

Many Shishi shoes and clothing enterprises often fret over why the products can not be sold. The answer is very simple, because there is no quality product and no core competitiveness.

Why does UNIQLO's light down jacket become a popular trend? Sales of single products are over 100 million, because Ryui Masa has found the real demand of consumers for Down garments: price, warmth and portability.

In 2015, UNIQLO CEO Liu well was once again surpassing Softbank chairman Sun Zhengyi, becoming Japan's richest man.

In the eyes of many people, the dispute between Sun Zhengyi and the richest man who has always taken root in traditional industries is actually the dispute between the two industries where Alibaba has landed on NASDAQ.

In Europe, the name of the richest man still belongs to ZARA brand creator Amancio Ortega. He is also the fourth richest in the world, second only to Bill Gate, Mexico telecom giant Carlos Slim Helu family and Buffett.

This shows that "the clothing industry is a gold mine" and the key lies in whether entrepreneurs will excavate.