The "White Paper on Chinese Enterprise Brand Management Capability" shows that: among small and medium-sized enterprises with annual sales of less than 5 billion yuan, 69% of enterprises do not have a basic brand positioning, and 86% of enterprises do not have a complete brand plan. In ordinary shopping malls in second and third-tier cities, they are "a thousand brands as one face", operating for many years without accumulating intangible assets such as brand value and loyal consumer groups, still relying on the popularity of the mall to form natural sales. In the retail era, the terminal is king. Currently, the channel terminal construction of many Chinese apparel enterprises is very weak, belonging to dependent or parasitic types, having a very loose relationship with the channel terminals, lacking their own patent technology or design competitiveness. Many enterprises seem to be good at production and can produce excellent products, but rely on the technical standards and design provided by OEM orders for production organization. Some even rely on copying to get by. Although the current output value is large and has become a "large workshop", it is fragile. In clothing wholesale markets, many enterprises also have brands, and belong to the above-mentioned characteristics. Although they have celebrity endorsements and fashionable large advertisements set up inside and outside the wholesale market, the brands do not bring added value to the products, which is no different from having no brand. More importantly, these enterprises operate mid-to-low-end products but have not found the most suitable business model for such products. Browsing professional newspapers or websites, there are many "recruiting year after year" brands among the dense recruitment advertisements, which also fall into this category. It can be foreseen that in the 2012 market competition, brands that meet the above conditions will encounter great crises. The vitality of a brand has nothing to do with "high-end or low-end", it does not mean that low-end products must lack competitiveness. Some popular, low-priced clothing brands have also become well-known brands, with a complete system and a bright future. The problem with these brands is not in being "low-end", but in the weakness of brand building and competitiveness creation, lacking the driving force for subsequent development. The biggest advantage of the Chinese market is the huge consumer group and the diversification of consumption levels. These two characteristics allow some brands to survive for several years or even decades with simple tactics. However, with the overall improvement of Chinese apparel brands, consumers and the consumer market also improve. After the big wave washes away the sand, their survival space will become increasingly difficult. In 2012, these brands will experience the bitterness of "blocked ahead and chased behind". Which brands maintain their advantages Combining international and domestic market competition trends, we can see that in 2012, fashion women's clothing brands that still maintain their advantages, as well as those that currently seem unremarkable but will perform better in the future. First of all, leading brands that have already entered the internationalization and diversification level still have a broad prospect in 2012. These brands originated in the 1980s and 1990s, some with dozens of years of enterprise history or brand history. At birth, they had the same soft spots as most clothing brands, but in their early steps, they moved faster. These brands are represented by Shanshan, Bosideng, Youngor, etc., basically having completed listing or about to list. The development funds brought by the listing of enterprises are more important in letting these enterprises undergo another transformation, prompting them to start the process of internationalization and diversification earlier. For example, Shanshan adopts the strategy of "borrowing ships to go out to sea", bringing numerous international brands under its umbrella. It has successfully operated more than 20 international brands so far, all of which are profitable.
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