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How Does China'S Brand Break Through In The Global Business War?

2010/1/23 13:35:00 47

Chinese brand departure

Luxury goods

The brand is still very far away, but China's manufacturing and marketing are closely related to the luxury brands of the international brand.

On the one hand, we are tired and sweating for the international brand processing.

clothing

On the other hand, we are constantly consuming the international market.

Luxury goods

And where is the way out for Chinese brands?

How to narrow the gap with international brands and break through with their business wars?

Refer to Japan, which is quite similar to our cultural habits and business mechanisms.

clothing

The path of development may be for China.

clothing

Enterprises play a leading role in drawing inferences and inferences.

Looking at contemporary Japan

clothing

Although the history of development is not the source of most new retail business models, it is one of the most brilliant and fullest areas in which various commercial retail models are developed.

Japan has entered a period of rapid growth since the 60s of last century. A large number of European and American brands have entered Japan. The strong invasion and containment of international brands have made Japan realize in the competition that it is true to create a real brand.

Luxury goods

The difficulty of licensing.

Since then, there have been three modes of development in Japan: one is the designer mode, and the other personalities of Wakubo Rei, Yamamoto Teruji, Lssey Miyake, KENZO are integrating into the international market.

fashion

At the same time, it also allows Japanese designer brands to enter the international market; the two is parity.

fashion

Business model, Japan has many years of local parity with the US Gap brand UNIQLO (UNIQLO), its purpose is to "provide good products at a low price". The rapid expansion of UNIQLO makes its president Liu Jing, who is the richest holder in Japan in 2008, also makes the brand world-renowned; the three is the Itou Tada business model, which is implemented by Itou Tada.

agent

The internationalization strategy of cooperative mergers and acquisitions is the major brand of international brands.

Now, Itochu has established a marketing network spanning more than 80 countries, investing 700 companies worldwide and becoming a world-class company in the world's top 500.

Compared with Europe and America, Japan

fashion

Culture and history are shallow and short, but Japan

fashion

Popularity is now globalized and widely recognized by consumers.

In the fashion development model, Japan yesterday may be our today or tomorrow.

According to these three models, Chinese clothing brands may take the following three development paths under the new business.

Create international designers and brands.

Though with

China's economy

The development and national strength of the eastern culture in the world

fashion

The field has attracted more and more attention. Although a large number of designers have gone abroad to publish fashion centers such as Paris, Milan, New York, Tokyo and so on, we still do not see that in the international fashion field, there is still no designer from China who can influence the fashion trend of the world.

Chinese designers should not only mix their faces in the domestic circles, but also increase the international exposure rate and integrate themselves into the international mainstream fashion circle, and sell themselves to the whole world.

When Chinese designers really get into the international fashion circle and are accepted and respected, their products and brands will inevitably take the place of the world and become a brand with international influence.

Create parity brand.

Many entrepreneurs believe that doing international brand is to do.

Luxury goods

Brand, that only high-end products can occupy the future consumer market, but in fact, parity does not mean poor quality. Parity does not mean that it is not fashionable, and parity does not mean that it is not an international brand.

Zara, a brand known as "first-class image, second rate product and three price" brand, has emerged in recent years. It has become the third ranking clothing retailer in the world through fast, agile, multi category, small scale and large terminal competition strategy, and has quickly ranked among the top 100 world famous brands.

In fact, Zara, UNIQLO, H&M, C&A and other parity brands have been developing rapidly and rapidly. UNIQLO Beijing Sanlitun store has been developing rapidly in China.

It can be said that this era is the era of China's most favorable conditions to create parity and fashion brands. Only by relying on the huge Chinese market can China create a clothing retail alligator.

It is possible to create a local parity brand with high production value and high energy efficiency.

Become an international brand operator.

Processing for the world's top brands will always earn the rarest profits in the industry chain, and the road to create the brand is relatively hard. But if it becomes a brand dealer like Itochu commercial agency, it is also a good choice.

At the moment, the financial crisis has caused many international brands to suffer heavy losses. For the time being, Pierre Cardin (Pierre Cardin), Christian Lacroix (Christine Lacroix) and Aquascutum (Jagle Dan) have thrown olive branches to Chinese enterprises. Some capital abundant Chinese enterprises have begun to try to control international brands through resource advantage acquisition. If follow-up strategies are appropriate, these Chinese enterprises may appear as brand makers and multinational brand operators or consortia like Itochu trading company.

The future belongs to the brand.

The world marketing master Al Chis (Al Ries) is full of expectations for the Chinese market and Chinese Enterprises: "China is a huge market and a hot spot in the world. In this hot spot, there will be world-class super brands."

However, the construction of super brands is not a day's work.

Fashion has no borders, but brands need roots.

Building China's international brand and building the international competitiveness of Chinese brands are not only to make Chinese products enter the international market, but also to build up the image of Chinese brands, and go hand in hand in four aspects: cultural sense, national sense, historical sense and fashion sense, and build up their own cultural confidence.

Whether European or American luxury brands or Japan's new business models, simple plagiarism and mechanical imitation are obviously no way out.

Under the impact of the globalization of economy and market, Chinese clothing should abstain from the mentality of quick success and instant benefit and small wealth and ease of mind.

While creating self awareness and enhancing brand image, we should enhance localization operation level and effectively expand the space of choosing brand management resources in the global brand resources.

brand

The effect has realized the geometric growth of added value and won the favor and trust of global consumers, including Chinese consumers.

The right way to walk on the right road will be able to gain competitive advantage in the global market including the Chinese market, and gain more business value and commercial value.

The future belongs to

brand

China builds international

brand

Although the road is long and bumpy, and it seems to be "small lotus" at the moment, this bud means a new life after all.

Some people say that twenty-first Century is the century of Asia. In this century, China is the leader.

Many wonderful things will happen in this century.

We look to the future, and there is every reason to believe that China is brewing countless opportunities and nurtured many wonderful seeds.