Brand Channel, The Future Of Clothing Brand

MYMO2012 China excellent brand channel forum, guests gathered, a brain storm has been formed. As the forum naming unit Langdi International (Hongkong) Co., Ltd. has been known as the forum of Shenzhen Trade Fair for two consecutive years, because it gained experience and gained channels and gained successful results. Zhou Teng, chairman of the board of directors, said that our world is in a period of great change. Latest fashion The industry is also in a changing era. Terminal sales channels have undergone revolutionary changes. The rise of e-commerce, online shopping, mail order, and TV shopping gradually spread to the traditional marketing mode. I want to adapt to the trend of the times, the key is how to find a suitable way for the development of the industry. Brand operators and channel operators are the two brothers who are closely related. As the saying goes, brothers are the same, their profits are broken, brand operators constantly improve product quality, shape the cultural connotation and style of products, excellent channel operators will hug you and push your products to consumers, which is also a means for channel operators to realize their own value. Terminal channel operators strengthen management and improve their management tools to become truly excellent channel operators, so brand operators and channel operators can work together to create a better tomorrow.

In recent years, as more and more Chinese enterprises implement the strategy of "going out", China's domestic clothing brands are constantly moving towards the international market. Some famous brands, such as Ordos, YOUNGOR, Lining and so on, have moved from China to the international market. Mrs. Liu Xiaoming, the Chinese ambassador to the United Kingdom, told us how to go out of China's brand when she spoke: Hu Pinghua:

First, shape the brand and tell the brand story.

British fashion brands are very concerned about their brand style. Every famous brand has its own unique history and story. Dage Stan, who was bought by YGM company in Guangzhou this year, is one of the most popular luxury brands in Britain. Dage Stan was welcomed by Royal aristocracy and fashion celebrities. During the first World War, Dage Stan designed a military coat with a protective and dry function for the army, becoming the classic of the fashion industry. Another brand, Berge, was also an outdoor military enterprise. In 1880, his founder Thomas invented a waterproof and breathable fabric, which was patented in 1988 and designed for the British officers at that time. This raincoat was made by the British king Edward VII as the military brand. These two brands are considered to be the most classic representative of the British style. Our domestic brands should enter the international market and establish their own brand style and tell the brand story. Many Western brand designers often use Oriental elements and oriental styles, which shows that Oriental style has great potential in western market. Therefore, our fashion brands should think more about how to create their own unique Chinese style to attract Western consumers.

Two, clear positioning, establish brand customer base.

In recent years, some western mass brands, which are familiar to everyone, like ZRRA in Spain, are developing rapidly all over the world. These brands are successful because they cater for youth and fashion, but do not undertake the needs of consumers of advanced customization. The biggest feature of these garment manufacturers is that the time from clothing design to clothing shelves is very short, enabling consumers to get to the forefront of fashion products faster and faster, and to help reduce costs. Apart from advertising, they often design clothes with famous designers or Ming people, such as Madonna, in order to attract people's desire to buy. These brands help consumers, especially young people, achieve the dream of low price and wear fashion, so they have been successful in the whole world. The success of these brands has many inspirations for Chinese clothing enterprises. Chinese clothing enterprises must first define their brand positioning abroad, what they are facing, how to meet the needs of this group for fashion, and not just consider lowering the cost.

Three, increase investment and pay attention to training talents.

Borrowing a line in the movie: what is the most expensive in twenty-first Century? Chinese brands need to be world-class designers and marketing talents. The London Fashion Institute and the Central Saint Martin School of art are the top art schools, and export new designers to the clothing industry every year. China should increase investment in this field, train local first-class designers, and hope that Shenzhen will have a world-class fashion design institute. Indeed, in the international market, we need to have internationalized talents who are familiar with foreign markets and master the marketing rules. We have good design, no good marketing, no good marketing platform and marketing means. Design is soul and marketing is carrier. The two must be indispensable.

Chinese fashion is an important element of displaying Chinese culture and a reflection of national charm and culture. It is hoped that the Chinese garment industry will accelerate the pace of "going out" and realize the transformation from made in China to Chinese design and created at an early date. It will introduce the Chinese culture with profound accumulation to the whole world and show the spiritual outlook of the contemporary Chinese people.