Li Kailuo: How Do We Go About The Future Of Chinese Brand In Waistcoat?

The connotation of brand is the key to determining the space for survival, whether it is in a foreign maid or in a Chinese mountain suit.

Recently, some famous Chinese brands have been frequently reported by the media, triggering heated discussions among netizens. Many people think that this fake foreign brand is a kind of quick success and instant benefit, opportunistic way, which is not conducive to the long-term development of Chinese brands, is not conducive to the establishment of national clothing brands and brand culture. Some people believe that fake foreign brands are not only the needs of the survival and development of many Chinese garment enterprises, but also a convenient way for Chinese brands to integrate with the international market.

We do not make much comment on this. Behind every sound, there is a reason.

As a matter of fact, fake foreign brands are not new things that have just come out recently. Clothing industry It has long been an open secret.

Many Chinese local clothing enterprises, from brand naming to publicity and promotion, all like to package themselves into foreign brands for operation and management, which has become a common phenomenon in the clothing industry. In 2006, I wrote in blog, "China's clothing industry still needs" fake foreign devil ", and has made a special analysis of the phenomenon of fake foreign brands. Of course, now and then the situation has been very different, the phenomenon of Chinese clothing counterfeit foreign brands has now passed its rapid development period, but it is undeniable that fake foreign brands will continue to exist for a long time in the future.

From a philosophical point of view, existence is reasonable. Combined with the history and current situation of China's clothing industry, the phenomenon of "fake foreign devil" is actually a necessary stage for Chinese clothing brand from imitation to innovation, from manufacturing to creation, which is in line with the current market characteristics of China. We may try to analyze it from several aspects, such as brand, consumer and market.

From the brand itself, fake foreign brands can save enterprises. Promotion cost 。 It is estimated that positioning foreign brands in the two or three line market can basically save 10-15% promotion costs. For many new brands, the first thing to consider is survival. In the case of limited financial strength, locating foreign brands can help to manage the edge ball, save money and promote investment. In addition, when attracting investment, there are similar big brands as reference, and the conditions of investment are relatively low. In addition, product development and shop image are more refined, which can enhance its brand attractiveness.

From the perspective of consumers, the emergence of fake foreign brands is closely related to the prevailing mentality of domestic consumers. Generally speaking, ordinary domestic consumers see an international brand, the first feeling will be recognized as an international brand, the psychological price is a high grade. Many people believe that the quality of foreign brands is good, with a face saving, so "no foreign no buy". This one consumption Psychology has prompted many domestic enterprises to launch fake foreign brands, the purpose is to create a sense of international brand. A professional survey shows that 53.3% of domestic consumers tend to buy more "foreign flavor" clothing brands, and only 16.7% of domestic brands are identified. In particular, young consumers tend to be more "fashion oriented" in clothing, shoes and bags. Domestic consumers' preference for international brands and recognition and increasingly fierce competition in the domestic market have become the basic drivers of fake foreign brands.

Objectively speaking, fake foreign brands also help clothing enterprises to participate in market competition, especially with some real foreign brands. Foreign brands are generally high in China, but in fact, many international brands are manufactured in China. The same fabric styles can also be produced by domestic enterprises, but the price is quite different. The profit margins of Chinese manufacturing stations have become the pain of our hearts. But the domestic brand is named after the "foreign name". Because of its price advantage, it has carved up many markets which belong to the foreign brands. In fact, it is really fat water without outsiders. From this level, the clothing brand "selling sheep's head and selling dog meat" is not all bad.

Perhaps there are more reasons, but from these aspects, we can easily understand that the emergence and long-term existence of fake foreign brands in China is actually the result of market consumption demand, and is the result of the comprehensive response of various factors, with its rationality and inevitability. But we should distinguish the boundaries between fake foreign brands and fake products. We should also distinguish the boundaries between fake foreign brands and counterfeit brands. Some of the fake and shoddy products produced by some domestic enterprises are indeed disappointing to Chinese consumers and smashing the brands of domestic products. Such products, whether labelling or tagging, will eventually be completely eliminated by the market. The vast majority of fake foreign brands are not made in rough and poor quality. They are registered abroad and operate in the country. They look like foreign brands, which are essentially different from counterfeit brands and fake products.

In the era of consumer segmentation, clothing consumption and brand competition are increasingly diversified. Different consumers create different markets. Different consumers have different concerns about price and value. This corresponds to the different needs of different brands. Whether it is wearing a vest or a Chinese tunic suit, the connotation of brand is the key to determining the survival space. When consumers are crusade against China's "foreign brand", should they change their inherent view of domestic brands? And whether clothing manufacturers who are keen on acquiring foreign names should also change their ideas, really enhance their core competitiveness from product quality and service means, so as to win the recognition of consumers? {page_break}

In the final analysis, the name is only a symbol after all. A foreign name may be a success for a time, but it is impossible to achieve it. Without the support of internal quality, a single waistcoat will not occupy enough market share, nor will it sustain the long-term development of the brand. We need to know that this is an era of simple product and complex business. What consumers need is the cultural ideas conveyed by product quality, design elements and brands, and personal experience of rich brand associations.

If we only rely on plagiarism, counterfeiting and "foreign brands", we should be purely money oriented and in the interests of short-term interests. If we blindly pursue the imitation of the brand appearance, ignore the excavation of the brand connotation and ignore the brand culture building and shaping, then the tide will fade away and the naked swimming will come true.

The casting of brand is a long-term and arduous task. For those so-called fake foreign brands that focus on quality for decades and stick to brand building, we should probably take a more positive view of it and give more tolerance to create a good industrial environment for Chinese clothing brands. And clothing enterprises and brands should go hand in hand from four aspects: cultural sense, national sense, historical sense and fashion sense. While building brand value, we should constantly improve the level of localization operation and truly establish China's own cultural confidence, so as to win the favor and trust of global consumers including Chinese consumers, and gain more business value and commercial value.