How Far Away Is China'S Local Brand From The Trump Card?

The figure of 10 billion euros converted into RMB after the annual sale is more astronomical than that for more developing Chinese fashion brands.

Many Chinese fashion brands CEO think these scale numbers are "far away". "Distant" is just like the Chinese team's exit in the world cup, so they are numb, so they take it for granted.

However, if we pay attention to those "trump cards" in Europe and America, and pay more attention to the two "quasi aces" of UNIQLO and BASICHOUSE from Asian neighbors, some local fashion tycoons will suddenly "gnash their teeth" and resentment arises spontaneously. "Why are we still" far away "? Why are they not so far away from the trump card?

China is a large garment country, but it has no reputation for the world, but it is just a large number of foundry bases, and becomes a miniature of the "world factory".

Contrast

The best sales performance of local women's wear is 2 billion 500 million yuan. The best market performance of menswear brand annual sales is RMB 3 billion 800 million yuan.

Among them, the more difficult part of the brand lies in the restriction of vertical segmentation and the restriction of horizontal style.

At the same time, "trump cards" subverted the traditional cutting methods of brand marketing as early as 20 years ago, so as to break through the original competition distance and complete the encirclement and suppression and counterattack in the field of parity.

Comprehensive analysis of UNIQLO,

ZARA, C&A, UNIQLO and BASICHOUSE are emulating GAP in business mode.

It can also be said that GAP is the initiator of the era of parity sales.

However, ZARA, H&M, C&A, UNIQLO and BASICHOUSE are integrating their management strengths, marketing characteristics and brand styles in the learning process.

For example, UNIQLO extends the "female style" from the "wild style", and extends the field of men's clothing. BASICHOUSE makes itself an encyclopedia of home clothes; C&A manages the brand line separately; as for ZARA, it learns the most successful, and takes all aspects of hot, quick, coordinated, fine color and so on into consideration.

However, there are also many brands in China's fast selling local brands, such as Smith Barney, YISHION, Semir, which have annual sales of 10 billion yuan.

These brands are rich in two or three lines of urban channels, the image of the industry is known as "foreign brands" at the end of the "capillary".

It is hard to say that strength is not enough or courage is not enough.

A lot of local brands are very afraid of going out of the country. They keep their eyes on the local market.

Although there is fierce competition in the international market, there is no unsolved attack in the world, there is no summit that can not be climbed, and there is no competitive distance that can not be subverted.

Just like all China's World Cup finals, it will take time.

And most importantly, perseverance and confidence cannot be lost.

If we analyze the fashion economy from the angle of football commentary, there is still a way to go.

In the local market, annual sales of nearly 10 billion RMB market performance of the local parity brand should say that there is a foundation to go abroad.

Compared with the "trump card" in the global market performance in the 10 billion euros, they have reached a certain level in the market density performance, and in terms of R & D and marketing, they will have the hope of "leaving the line" and the possibility of "finals".