Chinese clothing the group "calcium supplement"

The success of UNIQLO once again made China’s garment companies feel unfair. We all know that the added value of the brand is high, but is China's clothing company really not a brand? Actually, celebrity endorsement, sports marketing, concept marketing, exhibition marketing, cross-border marketing... Our brand marketing is even suspected of ADHD. However, the active marketing did not bring about a leap forward in the reputation of the Chinese clothing brand, but instead formed an overall impetuous.

A large sample survey of 15-60 year-old consumers in first-tier cities showed that the consumers surveyed would use the Hong Kong brand as the first choice if they wanted to buy mid-range clothing; foreign brands would be the first choice if they were to buy high-end clothing. This ambiguous result shows that the ultimate marketing effect of Chinese clothing brands is not satisfactory. Even Youngor, only strong sales (mainly low-end consumption), there is no strong brand, at the low end of the value chain.

By observing us, it is not difficult to find that although Chinese clothing brands dare to invest in marketing, most brand marketing strategies and marketing tools are highly similar. Such as "Celebrity endorsement + CCTV advertising" model, once swept the world. Insiders say with a smile that the greatest achievement of Chinese clothing brand in marketing may be the dedication of several well-known advertising slogans, such as "man, want to be a little bit more". However, the popularity of slogans will only become the capital of the next customer of the advertising agency, and it will have little effect on the brand itself. Such brand claims are incomprehensible, and they simply cannot bear the full benefits of clothing brands.

What stands in stark contrast to marketing hyperactivity disorder is the lack of calcium in the brand culture. From a deep level, China's clothing brand has reached an era that requires full introduction of professional public relations. Because people's demand for clothing, has gradually been separated from the connotation of the material and the source, and turned to psychological satisfaction, happy life, social prevalence and taste style. This is the reason why international brands such as GUCCI and Versace are popular in China. It is also the key to Chinese apparel brands occupying the low end of the value chain.

In-depth insight, Chinese apparel brands want to create the biggest obstacle to the brand premium is the lack of cultural confidence. Rebuilding the cultural confidence of Chinese clothing brands is a systematic project. Cut into the clothing market, we can not be a single "business" vision and mentality, but should really value the lead, with wisdom and full investment to build the soft power of Chinese clothing brands.