Internationalization Of Clothing Brand Is Inevitable (1)

China is in financial crisis

In 1979, in a black-and-white photograph, a foreign man wearing a windbreaker and scarf came face to face in the street, making a sharp contrast with the uniform colors of the surrounding people.

Not far away, a man in a dark cotton padded jacket looked back curiously. This moment was forever recorded in the history of the development of Chinese clothing.

The street in the photo is Chang'an Avenue, Beijing. The foreign man in this picture is French designer Pierre Cardan.

That year, Pierre Cardin led 12 French girls in a fashion show at the National Palace of culture in Beijing. For the first time, the Chinese people felt the magic of international fashion and felt the concept of "brand".

But at that time,

"Brand": the concept that once disappeared

Aunt Li, more than 60, described the situation at that time: "at that time, we basically had to wear blue frock clothes. It was almost impossible to see the cloth. There were several clothes in the house. There was no surprise that we had to choose. Unlike now there are so many brand names, the children now can't imagine the situation at that time."

Aunt Li lived in Chaoyang District, Beijing. That age impressed her.

In fact, the impact of the Cultural Revolution on China's clothing industry has not only affected the life of a generation, but also a relatively long process, and the impact on Chinese clothing industry is self-evident.

It can be imagined that at that time, people's demand for clothing remained largely in the stage of "adequate food and clothing", and the demand for differentiation of clothing styles and quality was very small.

Under the planned economic system, the major textile mills and cotton factories are named after the first plant and the second plant.

For the common people, the difference between the first and the second is only in the different aspects of the title. For brand building, it is nothing but a passive water, the market demand is not differentiated, and what brand competition does the business come from?

A world-class world

According to the relevant information, until the middle and late 90s, most garment enterprises actually did not have the necessary conditions for modern brands, and brand awareness was only in a simple "selling trademark" stage.

Most enterprises do not really convey the true meaning of the brand to consumers.

So we can not help asking: what is the true meaning of brand?

At present, 90% of China's garment industry is private enterprises, because the development time is short, and the scale of enterprises is different.

Small enterprises have less capital, so it is difficult to have enough funds to protect a brand for a long term and wide range of maintenance.

Some short-term behavior, such as OEM profit making, is only a partial feature of the stage. Since it exists, it must represent the interests of certain groups, and it can not represent all garment enterprises. In fact, it should be said that this is a problem that a country's garment industry must face.