Core Value And Brand Positioning -- Chinese Brands: What Brands Are In Trouble?

Chinese

We can see that the international clothing brand, whether it is a diversified brand, or a small product such as bra, Chinese consumers can accurately tell their characteristics and have a clear projection in their hearts.

However, for most Chinese brands, it is extremely confusing and pointless.

The white paper on brand management of Chinese enterprises shows that 69% of small and medium enterprises with annual sales less than 500 million yuan have no basic brand positioning, and 86% of enterprises do not have a complete brand plan.

In the ordinary shopping malls of the two or three tier cities, they have "thousand cards and one side". They have been operating for many years without accumulating intangible assets such as brand value and loyal consumer groups, and still rely on the popularity of shopping malls to form natural sales.

Terminal is king in retail era.

At present, many Chinese clothing enterprises themselves

In the wholesale clothing market, many enterprises also have brand names, which also belong to the above characteristics.

They have stars.

It is foreseeable that in the 2012 market competition, brands that meet the above requirements will encounter great crises.

The vitality of a brand has nothing to do with "high-end, low-end", not that low-end products will not be competitive.

Some popular and low price clothing brands have also become well-known brands, and have a sound system and bright prospects.

The problems of these brands are not in the "low end", but in the weak building of brand building and competitiveness, and there is no driving force for further development.

The biggest advantage of the Chinese market is the diversity of large consumer groups and consumption levels. These two characteristics enable some brands to support even a few years or even decades.

But with the overall upgrading of China's clothing brand, the consumer and consumer market will also rise, and their living space will become more and more difficult under the ebb tide.

In 2012, these brands will taste the bitter end of "blocking before, and then pursuing troops".

Which brand advantages do not decrease?

Combined with the new trend of international and domestic market competition, we can see that the clothing brand that still has the advantage in 2012, and the brand that seems to be showing no signs of future, will play a better role in the future.

First is the leading brand that has entered the international and pluralistic level, and the prospects for 2012 are still broad.

These brands were tough in the 80s and 90s of last century, and there were some decades of corporate history or brand history.

At the beginning of their birth, they had the same soft rib as most clothing brands, but they walked faster in toddlers.

These brands are represented by Shanshan, Bosideng, YOUNGOR and so on. Basically, they have been listed or will be listed soon.

The listing of enterprises not only brings development funds, but also makes these enterprises complete a pmutation, prompting them to start the process of internationalization and diversification as early as possible.

For example, Shanshan adopted the strategy of "borrowing the ship to sea" and put many international brands under its banner.

It currently has more than 20 international brands operating successfully, and all of them are profitable.

Secondly, the emerging brand with Chinese culture as the brand will become an international competitive "tomorrow star".

The competition of clothing will eventually be reflected in cultural competition.

At present, many enterprises are making efforts in this direction, such as gifted men, men's clothing and so on.

In the future market, there will be a batch of clothing brands with Chinese cultural symbols.

Designer brand will become a force that can not be ignored in 2012.

The reason for their success is that creativity is not limited by production, and the extension of commodity series is strong.

Such as Providence, left bank and so on, have already been in the front row.

The uniqueness of the business model enables the brand to expand rapidly. In the future, the vitality of such enterprises is still strong.

Starting from the imitation of Nike and other international brands, the United States has formed its own unique business model.

Among them, the exclusive clothing brand of e-commerce has become an "online star" that can not be ignored.

If they can wash away the inherent impetuosity of e-commerce and have better integration with the industrial chain, they will pay more attention to the depth and thickness in brand building, and there will be better development.

The brand that pays attention to technological innovation has stronger internal force in the future development.

It may take 100 years to catch up with the brand, and technology can catch up with each other.

The ultimate carrier of brand is the product of innovation, and the development and application of new technology, new technology and new material with the core of consumer demand is the only way of "product driven" brand.

In this regard, Anta, seven wolves, nine Mu Wang and other min faction enterprises took the lead in this regard, and made preparations for further development of internal strength for the subsequent development.