Where Is The Way To Develop Local Brands?

Recently, the semi annual report of Boston, a down jacket, showed that in the first half of this year, the number of stores in Bosideng dropped from 8216 to 3436, which meant that Bosteng had to shut down 19 stores every day, which shocked the industry. The interim results as of September 30th showed that although the company's revenue increased by 1.4% to 2 billion 849 million yuan, its net profit dropped by 22.5% to 253 million yuan. The income of down garment business was 1 billion 418 million yuan, down 19.2% from the same period in 2013.

And last month, Giordano also reported in the three quarter just released that the company closed 74 retail outlets, including 63 in the mainland of China. In the third quarter of 2014, sales decreased from HK $1 billion 333 million to HK $1 billion 283 million in the same period last year. Gross profit also declined at the same time, with a gross profit of HK $743 million in the third quarter, down 7% from the same period last year.

Reporters observed that, after the campaign launched a large-scale brand shop tide, men's clothing enterprises also repeat their mistakes. According to statistics, in the first half of this year, there were 347 stores in the seven wolves, 73 in the nine Mu Wang Guan shops, 53 in Guan Nu Di Lu Guan Guan and 46 in Hinur Guan Guan. The clothing industry is becoming more and more popular. It also reflects many problems behind the development of local brands.

　　 Overcapacity, inventory and more homogenization

Facing the rapidly changing market and the continuing sluggish consumption demand in recent years, the garment industry's simple extensive extensive expansion mode has been seriously challenged. The malpractice caused by expansion seems to erupt overnight. With the stock crisis extending from 2012 to 2014, many famous brands are facing severe inventory problems.

In addition, China's local brands can not build their own unique characteristics, either from fabric sources or designs, resulting in the phenomenon of homogenization, which can not form an influence in the market. The restrictions on creativity and the blind pursuit of business objectives lead to the lack of innovation capability and the lack of training of industry talents.

　　 International apparel Pressure on brands to enter local brands

In the past 1 and a half years, a large number of famous brands, which once had great fame in the local market, have fallen sharply, leading to many local brands' failures, failures and even the boss's run. However, under such circumstances, there are still many international brands stationed in large numbers and achieved gratifying results. Among them, ZARA, H&M and other fast selling fashion brands are the main ones. The reason is mainly related to the fast selling brand, the pursuit of fashion, the variety of styles and the fast updating speed.

　　 Local brand On the contrary, not only the new product is slow, but also the market position is vague. In the process of development, we blindly pursue profits and ignore brand positioning. After the profits, the input of brand image, marketing and promotion is seriously insufficient.

Faced with these problems, the transformation of local clothing brands is a trend and necessity. And where is the way of future development? It has also become a brand new thinking of local brands.

　　 Do a good job in online marketing. market share

China economic network fashion observation learned that, despite the overall downturn in the apparel industry as a whole, in 2014, during the "double eleven" period, the garment enterprises that participated in the promotion of electricity business once again created a miracle. According to statistics, Tmall has 2.7 million businesses to participate in, Taobao Tmall trading volume of 57 billion 100 million yuan, an increase of 63% over the same period; Jingdong sales amounted to 8 billion 200 million yuan, is 2 times more than the same period last year; other activities of the other business enterprises are also far more than last year's performance. This fully demonstrates the huge role of e-commerce in exploiting the potential of consumption. At present, online shopping has become the main form of consumption. Clothing brands must recognize this change. The total sales volume of clothing has not been reduced, and the overall trend is increasing. Only the distribution mode of "cake" has changed, so online marketing is the key.

So, how to do well online marketing? Simply speaking, doing well online marketing mainly relies on the basic framework of the built e-commerce, to promote brand, gather contacts, interact with customers and get a good reputation. And consciously guided the online passenger flow down the line, eventually achieving the sales balance between online and offline, achieving full channel marketing and completing the strategic transformation of modern business.