2011-2012 Report On China'S Garment Industry Development Report (Three)

The development process of China's clothing brand has grown up with the process of system reform, economic take-off and consumption spanformation, and has been branded with the background of the times in every stage. In the process of internationalization, China Local clothing brand Start testing the international market.

The current situation of China's clothing brand development is as follows:

1, the scale of the brand is pragmatic.

In recent years, China's apparel brand has been developing rapidly, and its brand is growing. There are more than 7 garment enterprises engaged in brand management or brand management. Every year, the brand 20%-30% is added. But at the same time, the brand of 20%-30% is cancelled. As a whole, there is still a clear gap compared with the international brand.

2, brand structure needs to be subdivided and perfected.

The pattern of clothing brand in China is still too flat, and the market mode and channel mode are still relatively simple. The consumption stratification of the regional market, subdivision of the market, product segmentation and style segmentation is still in the primary stage.

3, spanformation to "create China"

China's local brands are difficult to be widely recognized in the international consumer market. Some kinds of products can not resist the competition of foreign brands in the domestic market. Brand value is still affected by the macro political, economic, cultural and social influence. It is imminent to carry out the research of brand culture and enhance the right of Chinese fashion discourse in the international market.

4, commercial promotion of brand promotion, homogenization still remains to be solved.

With the continuous division of market differentiation and consumption demand, the consumer market has been constantly mature and spanformed, which has promoted the diversification of channels and market space. However, the local clothing brands still face the problem of homogenization and price war, which makes the brand demand more for design and R & D.

China Clothing brand innovation The measures include brand value innovation, capital innovation, channel innovation, business mode and format innovation, and technological innovation.

There are certain problems in China's clothing brands, but there are also some advantages and opportunities. China's consumers' acceptance and recognition of local brands are gradually expanding, and the future demand for differentiated consumer demand is very large. In the process of spanformation from cost orientation to value orientation, innovation can drive the growth space of brands. At the same time, local market opportunities are also great.

The future development strategy of Chinese clothing brand includes: planning long-term brand development strategy, insisting on Cultural innovation strategy To strengthen the construction and dissemination of brand culture (to integrate talent resources, strengthen creative design, develop fashion research, display brand culture, establish cultural orientation, promote international exchange) and promote joint development of multi brand and multi brand enterprises, that is to advocate the development of enterprises and brands to differentiate, differentiate and diversify, and form a three-dimensional and plump enterprise and brand development pattern.