New Era Of Competition And Cooperation: Clothing Regional Brand Is Facing A New Round Of Shuffle.

It may be the right place to identify itself, to identify its own development space, or to be ruthlessly eliminated by the market, which may be China.

In recent years,

In the early days of reform and opening up, Wuhan, with the excellent geographical position of "nine provinces thoroughfare", has been widely used in the southeast and northwest winds to understand the popularity of all corners of the country for its own use. With the fastest speed, the popular elements of Hongkong, Shanghai and Guangdong become their products to the market.

In Wuhan, the clothing manufacturers and brands can always adapt to the changes of the market quickly and maintain their vitality and innovation.

Since then, we have gradually studied the foreign brand clothing management methods, built factories and created their own brands, and gradually formed a certain scale industry.

As a result, ambitious local people played the banner of "Han style" clothing to compete with "Shanghai style", "Guang Pai" and "hang Pai" clothing.

The rapid rise of its clothing industry has led the trend of domestic regional clothing economy.

At the beginning of this century, "Han style" clothing is still a regional brand in China's garment industry.

Who would have thought, only a few years, but fell into this field.

At the same time, it also causes people to ponder: what is the problem of regional brand like "Han style" clothing? Is it a special case or a universal phenomenon? Is it a natural elimination or a new round of shuffling?

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Generally speaking, regional brand refers to the geographical indication of industries or products with strong production capacity, high market share and influence based on industrial clusters in a certain region.

Regional brand, as a symbol of fashion, condenses the material capital of an industrial cluster, conveys the cultural connotations of a party's water and soil reserves, represents the technological standard of a city or a province, and deduces the spiritual demeanor of a common people's undertaking and rejuvenation of the country. It also shows the political and cultural attainment of the local government as a regional brand bearer, showing the characteristics of the regional economy and culture.

Regional brand is not a simple brand collection. Its brands often have strong industrial relevance, forming an organic whole of resource integration and resource sharing.

In contrast, many of the so-called regional brands in China are actually "shouting" out of people's imagination.

A slogan, a "pie" is called a "regional brand".

These "shouting" regional brands have some common characteristics. Generally, they are mainly copied and copied, and their original ability is poor. The homogenization competition between enterprises and brands is different from each other. They are scattered and scattered by themselves. The industrial foundation and industrial environment are poor, and the high-end talents lack.

They are popular overnight through propaganda and speculation.

"Han style" clothing is a good interpretation of this.

Some people have pointed out that, with the advent of the lifestyle era, most of them still stay in the Han style enterprises that earn money by gambling and clothing, and are beginning to appear less skilled. The clothing brand of the "Han school", once proud of it, has become a synonym for quick profit, copy copy and low-grade goods in the industry and the market.

If it is said, in the immature era of the market, the time of speculation can still be scenic, then, with the growing maturity of the market and the deepening of competition, the so-called regional brands, which rely on "shouting", want to survive, must be named and find their own development space, otherwise they may face the fate of being eliminated.

Homing is to overcome the "high, big and whole" paranoia, no longer blindly compare the developed areas of clothing, do what they can do than do what they want to do is more important, "specialized, sophisticated, sharp" can also go out of a new world, the two tier market, the three tier market can produce a good brand.

Homing is to build a solid foundation, create a good environment, pay attention to the improvement of industrial matching and industrial chain, discard the false and imitative things, avoid quick success and instant benefit, and form their core competitiveness step by step.

Homing, and acting in accordance with the laws of the market, abandoning any unrealistic fantasies and not exaggerated, do not encourage enterprises to grow up.

In short, the future competition of regional brands is no longer a non-contact game that you have sung to me, but a hand to hand fight.

In the past, a simple competition based on cost and price based on the market has not worked.

Concepts, creativity, management, channels, terminals, talents, culture and so on, any one link will affect the operation ability and market competitiveness of the brand.

The future competition is deep competition, which is the competition of details. This is far from what extensive enterprises can do.

However, there is no need to be pessimistic and disappointed. If we can't match others in the comprehensive strength, we can still rely on skills and expertise to win.

As long as we can return to the place well and develop our own unique skills, any regional brand can open up its own world.

Regional brands will face a new round of shuffling.

Either returning to the market or being ruthlessly eliminated by the market may be the inevitable fate of Chinese clothing regional brands.

Challenges in the new era of competition and cooperation

Since reform and opening up, a large number of regional brands have been spawned on the basis of a large number of industrial clusters with high industrial concentration, large scale of production, high market share and perfect matching.

However, because these brands are still at the initial stage of development, they are very similar in terms of product quality and creativity. The reason why companies get together is purely because of their interests, lacking an important factor -- cultural identity.

Regional brands lack centripetal force, and enterprises are not only doing their own things, but also competing with each other.

Many regional brands will have such a phenomenon: which enterprises have relatively good market conditions and which products will be shipped more often will cause peer prying. After obtaining relevant information, they will immediately organize proofing and production. Within one or two days, they will participate in the homogenization competition and the price will drop again and again until the profit is dried and the market is killed.

Then catch a new style and continue to repeat this cycle.

Because competition between enterprises is more competition between cost and price, innovation capability is difficult to enhance.

The final result is that the low price advantage has become the only core competitiveness of the regional brand in the market.

Some experts have pointed out that the "Han style" clothing is precisely because the industrial chain of mutual cooperation has not been perfect so far. 90% of the enterprises are crowded into the women's clothing industry, and their families are small and full. The phenomenon of homogenization of products is very serious. The business way of quick success and instant success, such as imitation, copy, market wind and storm payment, has helped the Wuhan clothing enterprises to compete the market means, mainly on the vicious competition of discount sales promotion, which is the key to the depreciation of the "Han style" clothing market value.

Facts have proved that the old competitive mode is heading for the end.

Regional brands will not enter the new era of competition and cooperation. This is undoubtedly a huge challenge for many regional brands under traditional thinking.

The regional brand competition under the new competition is largely the competition of the industrial environment.

The perfection of industrial chain, the creation of cultural atmosphere and the attraction of talents are the key elements of regional brand competitiveness.

Of course, in a certain period of time, policy support is indispensable, but the policy should only be a detonator, and should not be a long-term dependence. After all, the most easily changing policy is also.

The construction of the industrial environment is often difficult and lasting. Instead of shouting a slogan and making a plan, setting up a project will see a quick political performance. This is a test for those in power and those in power.

Cooperation on the basis of competition is the main feature of the new era of competition and cooperation.

We should not only focus on the cooperation among regional brands, but also strengthen cooperation among different regional brands, and the cooperation between upstream and downstream industries and enterprises.

We should not only be good at integrating resources, but also be accustomed to sharing resources.

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All these are problems that need to be solved by the government and industry organizations. It is also an important issue that must be faced by the regional brand leaders and leaders in the new era of competition and cooperation.

The decline of "Han style" clothing may also be a positive signal, indicating that Wuhan's clothing industry has awakened and repositioned under the new competition pattern, and has begun substantive adjustments. Maybe soon, a new and authentic "Han style" costume will be reappeared in front of people.