Brand management, the inevitable way to expand the domestic market

In 2012, it plans to open 100 directly-operated or franchised stores in major cities such as Shanghai, Hangzhou, and Chongqing, which is more than three times the number of sales outlets established in the previous two years. In the upcoming new year, the New Year's struggle goal Set by Tao Xie's love Huer Knitting Garment Co., Ltd. for its children's wear brand, “Bubble Blaster”, is so great. “We have positioned 'Buzzing' as 'the first brand of children's wear in China' and become the company's strategic goal,” said Zhou Zhihong, the clothing manager of Love Hughes.

Since the 1990s, professional processing of export clothing, and in recent years, love Huol clothing "love" in the domestic market, and is committed to brand management. This change is a microcosm of the domestic sales transformation of Shaoxing County garment enterprises.

There are more than 2,000 garment enterprises in Shaoxing, most of them are “dressing for others”, mainly OEM production, with few independent brands, and brand management has become the “short leg” of county garment industry development. However, under many factors, in response to the vigorous development of China's domestic demand market, garment enterprises have quietly "awakened" to brand marketing to accelerate the development of the county's garment industry.

Self-owned brand enterprises have begun to taste sweetness. “Making 1 piece of clothing will not exceed 30% in gross profit, and self-built brands will have 6-7 times the cost of clothing in the store.” Qian Qing’s Women’s Foreign Trade Production Enterprise is implementing this year The brand domestic sales strategy, in the past year, the sales situation of its own brand in Hunan, Hubei and other places is gratifying. What is even more exciting is that the brand drives product prices and allows companies to increase their profitability space more than ever before. After tasting the sweetness, the production company invested in the establishment of a boutique workshop, and mobilized the production of self-owned brand clothing to enhance the product quality, and insisted on making the brand's clothing fine and strong.

Taking the road of domestic sales and brand development is one of the outlets for clothing companies to seek sustainable development in the garment industry in an increasingly fierce competitive environment. In recent years, the brand awareness of Shaoxing County garment enterprises has been continuously enhanced, and the pace of innovating independent brands has been accelerated. So far, there are more than 700 registered trademarks of garment enterprises in the county, including 4 national well-known trademarks, 5 provincial famous trademarks, and 3 provincial brand names. “The active brand products have enabled the county garment industry to form a good market competition and profitability, which has greatly increased the added value of apparel products,” said Xu Aihua, president of the County Clothing Association.

Nowadays, the children's wear series clothing brand, the Rainbow Zhuang knitting women's brand, and the extraordinary rain's fashionable leisure women's clothing brand can be seen in the shopping malls, department stores, and specialty stores in large and medium-sized cities throughout the country.

Grafting brands boost corporate brand building Next year, they will enter Shanghai, Jiangsu, Zhejiang and large and medium-sized cities in the northwest. Recently, Mr. Zhou, the executive director of “JOSE ORLANDO” brand, is planning the development path of “Orlando” next year and will implement the opening of Shanghai store.

“Orlando” is the Italian international men's wear brand acquired by Orlando Apparel Company under the Hualian Group. Currently, it has opened 8 direct chain stores in first-tier and second-tier cities such as Hangzhou and Wuhan, and Hualian Group, which started production and processing of garments, grafted “Orlando”. "We have successfully embarked on the road to brand management and have taken a new path for the internationalization of the Shaoxing clothing company brand." After obtaining the sweetness, Hualian Group also represented Italy's high-end brand "Keldi Diani", which also achieved good results.

County Ruixue International Fashion Co., Ltd. is also the first apparel company to try to acquire a brand. Five years ago, after the company acquired the "Swiss Snow" brand, it invested heavily in brand marketing. Although it encountered setbacks, but now, with the downs and downs, and the cotton dress-based Ruixue apparel, this year, other clothing companies' exports have been frustrated, but Created more than 50% growth rate. "The driving force of acceleration is our brand management for many years," said the person in charge of Ruixue International.

Cultivating brand enterprises to accurately position Hengbo suits is the model and model for the county's most successful domestic brand operation. Hengbo suit is the leading product of Hengbo Group Co., Ltd. The company annually produces 600,000 suits (pieces) of suits and is equipped with shirts, ties, windbreakers, jackets, T-shirts, and cashmere coats. After many years of meticulous cultivation and investment, Hengbo Fashion has "China Famous Brand" and so on. It has 100 specialty stores and 860 large-scale shopping mall counters in major cities in China, forming a complete sales network.

Feng Defu, executive vice president of the China Garment Association, believes that the cultivation of clothing brands is a long process. Any well-known brand in the world has accumulated decades of culture or even centuries of culture. It has its own distinct personality and represents a certain aspect. The trend. At the same time, through the acquisition, cooperation and other means to introduce foreign mature first-line brands, and then bring their own brands on the road to internationalization, this is a new development path, from which you can learn more about brand management and design and research and development concepts.

When the clothing company quietly rises up brand management, the county clothing association president Xu Aihua reminds the majority of colleagues, clothing companies to take the brand management, must have accurate positioning, according to their own strength, financial resources, manpower, and market segments to accurately locate their own Product brand, do not blindly follow the trend.