The Planning Treasure Of Clothing Enterprise Brand

China is the largest garment processing base in the world. The total amount of garment production is large, but the single piece value is low.

After entering WTO, we should develop brand economy and establish brand awareness to ensure that products can gain a place in international competition.

China's textile and garment enterprises are seriously lacking in international business experience, the world's brand is almost zero, brand's appeal to the market and lack of multi regional extension, lack of market image and financial pparency of enterprises, these are our weaknesses.

In the era of brand economy, the competition in the clothing industry is not only intra industry competition, but also from outside the industry. For example, Disney's "Mickey" brand children's clothing has entered the market and is very influential in the urban children's consumption field in China.

China's garment industry lacks quality, but international brand and international business experience.

China's clothing export will encounter the following problems:

First, clothing is a spiritual consumer product. Besides material consumption, it needs cultural connotations.

This is one aspect of the serious shortage of Chinese clothing.

Second, nowadays, the internationalization of consumer market, the branding of consumer goods and the level of competition are much more complicated than before.

Third, opening up is mutual, we want to rush out, others will fight, competition will be more intense.

Fourth, clothing processing is not a Chinese patent. The problem of competing for international orders will become more and more prominent. If the survival and development of enterprises depend on others, their troubles are unavoidable problems.

Fifth, there is no unlimited openness.

Barriers to non-tariff barriers, anti-dumping litigation and environmental protection will become the reasons for restraining China's clothing exports.

China's products are mostly low and medium prices, which easily lead to anti-dumping.

Green clothing and ecological clothing with high brand names should be the areas where we should focus our attention.

Generally speaking, the brand awareness of China's clothing industry is generally not strong, and there is no well-known brand.

As a big country of textile and clothing, many garment enterprises still remain in the stage of "what to do, what to do", "what to sell," to rely solely on foreign trade agency orders, instead of cultivating their own brands, and unable to face the international market directly.

Although a number of clothing products such as YOUNGOR and Shun Mei have made their mark in China, there are few influential brands.

Therefore, after joining the WTO, it is imperative for garment enterprises to achieve brand strategy.