Foreign Brands Occupy &Nbsp; Where Are The Excellent Domestic Clothing Brands?

The Mid Autumn Festival and the discounted shopping season in various shopping centres all came to an end. When we were happy to check what we bought, we found that almost all of our brands were foreign brands.

In most shopping malls, most of the gold shops are foreign brands. Foreign brands are also far ahead of domestic brands in the overall turnover of shopping malls. This is particularly evident in the domestic high-end department stores.

Where have all our excellent domestic brands gone?

Domestic brand

"What we are talking about today is not only China's own brand of design and production, but also some Chinese brands.

Fan Yanru, Deputy Secretary General of China Department Store Association

Survey: domestic brands are among the "old brand" stores.

In order to understand the entry status of domestic brands, the author went to several large department stores in Beijing for field visits, and found that many domestic brands were in the old shopping malls. For example, the three layers of cashmere stores in Xidan shopping center were all made in China, including famous cashmere brands, snow lotus cashmere, and rare cashmere.

Clothing is also mostly made in China, such as men's wear, men's clothing, etc.

The domestic brand clothing, shoes and hat category in the middle end accounted for about 40% of the total brand, while cosmetics and other brands accounted for 20%.

Domestic brands, such as Seth shopping center, Xinguang world, Yansha shopping center and so on, are rare brands.

In the interview, I also found that some domestic brands often use English names when entering high-end shopping malls.

In the 2 tier Red Dragonfly store in the national Ruicheng shopping center, the author finds that besides the shopping environment, the style of women's shoes and women's bags is not fashionable enough to attract young people who are in pursuit of fashion.

The cashmere brand cashmere brand cashmere and cashmere cashmere shops are often set up in some streets which are not popular enough or not conspicuous, so that customers are scarce.

A person in charge of Zhuang Sheng Guang Guang Department said that the proportion of domestic brands in the shop is not large, and the high-end products such as luggage, cosmetics and outdoor products are mainly foreign brands, and the proportion of fashion clothing, sports clothing and home accessories is less than half of the total brand.

Marketing barriers: weak sense of innovation and marketing leads to "backward and beaten"

In recent years, some large shopping malls in Beijing, Shanghai, Guangzhou and other cities are mainly focusing on foreign brands when they enter the brand. Many domestic brands have rarely been seen in large shopping malls, especially high-end shopping malls.

Many domestic brands choose to open their own stores instead of entering department stores because of the high threshold of department stores.

Fan Yanru, Deputy Secretary General of the Chinese Department Store Association, said that the sales of domestic brands in department stores are relatively small.

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Hong Tao, a professor at the school of economics, Beijing Technology and Business University, said that many first tier cities want to build an international metropolis. The development of shopping malls is very fast. Foreign brands are easy to get tickets for high-end shopping centers because of their fashionable style, high quality and strong foundation. Many large department stores have green lights on foreign brands. They do not receive entry fees, but also help decorate and provide many conveniences. On the contrary, many domestic brands have to pay large entry fees for large department stores.

Development suggestions: improving brand awareness

Nowadays, the homogenization of brands in shopping malls is serious. People call for brands with their own design characteristics.

When consumers choose brands and products, they choose not only the functionality of products, but also the design concepts and cultural connotations of products, which requires Chinese brands to strive to get out of their own design.

Xia Hua, chairman of Beijing Yiwen group, believes that the Chinese brand was born under the unique cultural background of China. All its design and production objects are all the consumer groups in China. The most effective consumers are those influential Chinese brands in the Chinese market.

Chinese brands have also shortened the gap in recent years. Many domestic brands, including Yi Wen, have achieved an international team with good independent innovation design and Chinese fashion attitude.

The important step for Chinese brands to go out is to really do marketing.

China has always been a nation with its own history and story. We can fully carry forward the brand with its own history.

Meeting the needs of consumers is the primary mission of the brand. The most important thing is to know what Chinese consumers need most.

As to how domestic brands go global, Xia Hua said that the significance of internationalization is not just to open stores abroad, but to have their own raw materials, suppliers and processors all over the world, to choose the available resources and raw materials in a larger scope of the world, to have international design and creative teams, to have the best suppliers, and to integrate the global supply chain.

To promote the growth and growth of Chinese brands, the most important thing is to raise brand awareness and provide market opportunities for brand development. Shopping mall department stores are the most important business platform for spreading brand culture and gaining brand market value.

Fan Yanru, Deputy Secretary General of the Chinese Department Store Association, said: "publicity and support for Chinese brands require shopping malls to provide opportunities for Chinese brands.

Consumers do not know where to buy when they do not enter the store.

In recent years, we have found that some excellent Chinese brands can not enter the shopping mall. Some of the shopping malls are brand names of Wenzhou and Dongguan. They will not be introduced at all.

Therefore, the association has been trying to provide equal opportunities for Chinese brands. "

Hong Tao, a professor at the school of economics, Beijing Technology and Business University, said that trade associations should give some support to China's department stores, including policies and guidance.

To promote the development of Chinese brands, it is necessary for the government to support. As a long-term circulation enterprise, shopping malls must pay a certain cost when serving local products as channels. The state can make corresponding compensation in the process of their service, and the government's financial support will play a guiding role.