2011年06月02日
Chinese brand
Wear ocean Ma Jia's Chinese brand
No matter is be dressed in ocean Ma Jia and still be covered with the medium mountain packs, the content of brand is the key that decides to exist space.Recently, some Chinese brands that beat an ocean drive medium again and again report way, cause a net friend hot argument.The many people thinks that this kind of false ocean brand is a kind of way of doing that the benefit with near nasty achievement is opportunistic, at the Chinese brand farsighted development, disadvantage's disadvantage in set up race dress brand and mold brand culture, someone thinks the false ocean brand not only is numerous demands that the Chinese clothing business enterprises exist a development, but also are a kind of convenient ways that Chinese brand and nations are in line with.To this, we don't do an excessive evaluation.Each back of voice all has an its teachings reason.
In fact, the false ocean brand isn't the new thing that just appears recently, it is already a public secret to turn the clothing brand"ocean" in the local clothing industry.The native clothing business enterprise of much China assigned name to to°from the brand publicity expansion and all liked to pack oneself into the brand of abroad to operate management, this almost had already become a kind of universal phenomenon: clothing industry.I once wrote in the blog in 2006 《the Chinese clothing industry still needed "false foreign devil" very much 》, once did specialized analysis to the phenomenon of false ocean brand.Certainly, now and that time of the circumstance have already been very greatly different, the phenomenon of the Chinese clothing false ocean brand has already led its high-speed development period currently, but can not what to deny BE, in the future the false ocean brand is very long a period of time inside still will continue to exist.
From philosophic of angle to say, exist namely reasonable.Combine history and present condition of China clothing industry to see, the clothing brand"false foreign devil" deluge of the phenomenon is in fact a Chinese clothing brand to arrive to°from the mimicry innovation and necessarily match from 1 making a creation Chinese through stage present stage market characteristics.We might as well from the brand, consumer and market a few levels to try to analyze.
From brand oneself but speech, false ocean brand can for the business enterprise economy expand cost.According to measure to calculate, fixed position the ocean brand , in 23 line markets, mostly can economize 10-15% expansion cost.For a lot of new product cards but speech, the first problem that wants to consider is existence.In the funds real strenght under the limited circumstance, the fixed position cans beat to order to wipe side ball for ocean brands and economizes some expansion cost and canvass business opposite also more easy.And, canvass business because is close by popular do to according to, but the condition for canvassing business is opposite and low, and product development, store image again mimicry fine some, can strengthen its brand attraction.
In view of the angle of consumer, the creation of false ocean brand and local consumer widespreadly exists Chong ocean the mental state Be not irrelevant to fasten.Generally speaking, the common and local consumer sees an ocean brand, the first felling will affirm it for the country border brand, mental price Gao a file time.The many people thinks ocean brand, the quality checks well, use to have a face, therefore"the non- ocean doesn't buy".This consumes mental state to urge a lot of local business enterprises to release false ocean brand, the purpose is the felling that wants to construct a kind of international brand.A professional survey suggests having 53.3% clothings brands that local consumer's a trait ofs purchase to relatively have "ocean flavor", affirming only 16.7%s of local brand.Is a particularly young consumer to wrap in the clothing, shoe etc. vogue consume on "Chong ocean" of category incline to more obviously.Local consumer's acceptance of persons to the international brand and approbation and competition are vigorous day by day of the for the domestic sale market become false ocean brand existence of basic move because of.
Objective to say, the false ocean brand is still advantageous to helping the clothing business enterprise participation market competition, is particularly a competition with some real ocean brands.The ocean brand is in the Chinese price all generally Gao Gao at up, but in fact a lot of international brands all process production in the domestic of, the same side anticipates the thing local business enterprise of style to also produce, but the price discrepancy hangs extremely, Chinese manufacturing's standing in the thinnest and diluted bitter end of profits has already become the pain in our heart.And after domestic brand surname"ocean", because of pricing up space advantage, divided not a few markets that originally belong to ocean brand, this in fact pouring is really fatty water not flow an outsider farmland, in view of this level, the clothing brand "cheat" also not whole is a bad matter.
Probably there are also more reason, but just from this several aspects, we already not difficult understanding, false ocean brand of so also exist over a long period of time in the Chinese emergence, actually is a market to consume a demanding result, is also various results that the factor synthesize reaction, have it the rationality with inevitability.But we should classify the boundary of opening the false ocean brand and false inferior product as well as classify to open false ocean brand and imitate the boundary of assuming name the card, some local business enterprises produce of counterfeit a false inferior product to really make the consumer of China disappointed, also the brand of failed native product, be like this product regardless is stick soil label or pin up ocean label and all finally will be thoroughly eliminated by the market.But false ocean brand the great majority don't work carelessly, the quality is inferior and just register abroad and operate in the domestic and look like foreign brand just, and imitate to assume name a card, false inferior product to have essential differentiation.
Subdivide ages in the consumption, the clothing consumes to compete with brand to gradually present diversified characteristic, the different consumer creates a different market, the different consumer's concern toward the price and the value is also different, with this rightness of should of is needed by that the different type brand is each to take, ignore is be dressed in ocean Ma Jia and still be covered with to pack in the mountain, the content of brand is the key to decision existence space.Should the consumer change oneself's proper viewpoint to the domestic brand while sending punitive expedition "ocean brand" of Chinese manufacturing to be suspected of cheating?And fall overboard for the clothing of taking the ocean to produce whether the stores should also convert a principle, real raise brand core competencies from product quality, service means etc., earn the consumer's approbation thus?
Make reference to bottom, the name is finally just a sign, an ocean name probably cans achieve at that time, but isn't likely to achieve one a life time.There is no propping up of inside quality, list depend an ocean Ma Jia extremely is not likely to occupy enough many market quotas, also is not likely to support the brand long-term development.We want to know, this is an ages with simple product and complicated business, consumer's demand of is and the cultural principle delivered by product quality, design chemical element and brand with have to enrich a slicing of brand association of thought body feeling.If only depend copy, imitate to emit and"alongside ocean famous brand", pure with make money for the direction, tends for the sake of the short-term benefits it if Wu, if persistently pursue to the mimicry of brand idea, neglect the excavation toward the brand content, don't pay attention to brand cultural construction and mold, so, the tide draws off, naked Yong of finally will the world of Zhao.The brand casts into, is a long term but the Jian huge task, to those so-called false ocean brands that pay attention to quality as long as few decades construction that insist brand, we probably should stand on more aggressive angle to treat, much some environments that tolerate, construct a good industry for the Chinese clothing brand.And clothing business enterprise and brand should also four generous sides go forward together from the cultural feeling, race feeling, history feeling and vogue feeling, while creating brand value, continuously raise localization luck camp level, real own cultural self-confidence in establishment China, then can drive the favor and trust of the global consumer including Chinese consumer, then can also obtain more business enterprise value and business value.
No matter is be dressed in ocean Ma Jia and still be covered with the medium mountain packs, the content of brand is the key that decides to exist space.Recently, some Chinese brands that beat an ocean drive medium again and again report way, cause a net friend hot argument.The many people thinks that this kind of false ocean brand is a kind of way of doing that the benefit with near nasty achievement is opportunistic, at the Chinese brand farsighted development, disadvantage's disadvantage in set up race dress brand and mold brand culture, someone thinks the false ocean brand not only is numerous demands that the Chinese clothing business enterprises exist a development, but also are a kind of convenient ways that Chinese brand and nations are in line with.To this, we don't do an excessive evaluation.Each back of voice all has an its teachings reason.
In fact, the false ocean brand isn't the new thing that just appears recently, it is already a public secret to turn the clothing brand"ocean" in the local clothing industry.The native clothing business enterprise of much China assigned name to to°from the brand publicity expansion and all liked to pack oneself into the brand of abroad to operate management, this almost had already become a kind of universal phenomenon: clothing industry.I once wrote in the blog in 2006 《the Chinese clothing industry still needed "false foreign devil" very much 》, once did specialized analysis to the phenomenon of false ocean brand.Certainly, now and that time of the circumstance have already been very greatly different, the phenomenon of the Chinese clothing false ocean brand has already led its high-speed development period currently, but can not what to deny BE, in the future the false ocean brand is very long a period of time inside still will continue to exist.
From philosophic of angle to say, exist namely reasonable.Combine history and present condition of China clothing industry to see, the clothing brand"false foreign devil" deluge of the phenomenon is in fact a Chinese clothing brand to arrive to°from the mimicry innovation and necessarily match from 1 making a creation Chinese through stage present stage market characteristics.We might as well from the brand, consumer and market a few levels to try to analyze.
From brand oneself but speech, false ocean brand can for the business enterprise economy expand cost.According to measure to calculate, fixed position the ocean brand , in 23 line markets, mostly can economize 10-15% expansion cost.For a lot of new product cards but speech, the first problem that wants to consider is existence.In the funds real strenght under the limited circumstance, the fixed position cans beat to order to wipe side ball for ocean brands and economizes some expansion cost and canvass business opposite also more easy.And, canvass business because is close by popular do to according to, but the condition for canvassing business is opposite and low, and product development, store image again mimicry fine some, can strengthen its brand attraction.
In view of the angle of consumer, the creation of false ocean brand and local consumer widespreadly exists Chong ocean the mental state Be not irrelevant to fasten.Generally speaking, the common and local consumer sees an ocean brand, the first felling will affirm it for the country border brand, mental price Gao a file time.The many people thinks ocean brand, the quality checks well, use to have a face, therefore"the non- ocean doesn't buy".This consumes mental state to urge a lot of local business enterprises to release false ocean brand, the purpose is the felling that wants to construct a kind of international brand.A professional survey suggests having 53.3% clothings brands that local consumer's a trait ofs purchase to relatively have "ocean flavor", affirming only 16.7%s of local brand.Is a particularly young consumer to wrap in the clothing, shoe etc. vogue consume on "Chong ocean" of category incline to more obviously.Local consumer's acceptance of persons to the international brand and approbation and competition are vigorous day by day of the for the domestic sale market become false ocean brand existence of basic move because of.
Objective to say, the false ocean brand is still advantageous to helping the clothing business enterprise participation market competition, is particularly a competition with some real ocean brands.The ocean brand is in the Chinese price all generally Gao Gao at up, but in fact a lot of international brands all process production in the domestic of, the same side anticipates the thing local business enterprise of style to also produce, but the price discrepancy hangs extremely, Chinese manufacturing's standing in the thinnest and diluted bitter end of profits has already become the pain in our heart.And after domestic brand surname"ocean", because of pricing up space advantage, divided not a few markets that originally belong to ocean brand, this in fact pouring is really fatty water not flow an outsider farmland, in view of this level, the clothing brand "cheat" also not whole is a bad matter.
Probably there are also more reason, but just from this several aspects, we already not difficult understanding, false ocean brand of so also exist over a long period of time in the Chinese emergence, actually is a market to consume a demanding result, is also various results that the factor synthesize reaction, have it the rationality with inevitability.But we should classify the boundary of opening the false ocean brand and false inferior product as well as classify to open false ocean brand and imitate the boundary of assuming name the card, some local business enterprises produce of counterfeit a false inferior product to really make the consumer of China disappointed, also the brand of failed native product, be like this product regardless is stick soil label or pin up ocean label and all finally will be thoroughly eliminated by the market.But false ocean brand the great majority don't work carelessly, the quality is inferior and just register abroad and operate in the domestic and look like foreign brand just, and imitate to assume name a card, false inferior product to have essential differentiation.
Subdivide ages in the consumption, the clothing consumes to compete with brand to gradually present diversified characteristic, the different consumer creates a different market, the different consumer's concern toward the price and the value is also different, with this rightness of should of is needed by that the different type brand is each to take, ignore is be dressed in ocean Ma Jia and still be covered with to pack in the mountain, the content of brand is the key to decision existence space.Should the consumer change oneself's proper viewpoint to the domestic brand while sending punitive expedition "ocean brand" of Chinese manufacturing to be suspected of cheating?And fall overboard for the clothing of taking the ocean to produce whether the stores should also convert a principle, real raise brand core competencies from product quality, service means etc., earn the consumer's approbation thus?
Make reference to bottom, the name is finally just a sign, an ocean name probably cans achieve at that time, but isn't likely to achieve one a life time.There is no propping up of inside quality, list depend an ocean Ma Jia extremely is not likely to occupy enough many market quotas, also is not likely to support the brand long-term development.We want to know, this is an ages with simple product and complicated business, consumer's demand of is and the cultural principle delivered by product quality, design chemical element and brand with have to enrich a slicing of brand association of thought body feeling.If only depend copy, imitate to emit and"alongside ocean famous brand", pure with make money for the direction, tends for the sake of the short-term benefits it if Wu, if persistently pursue to the mimicry of brand idea, neglect the excavation toward the brand content, don't pay attention to brand cultural construction and mold, so, the tide draws off, naked Yong of finally will the world of Zhao.The brand casts into, is a long term but the Jian huge task, to those so-called false ocean brands that pay attention to quality as long as few decades construction that insist brand, we probably should stand on more aggressive angle to treat, much some environments that tolerate, construct a good industry for the Chinese clothing brand.And clothing business enterprise and brand should also four generous sides go forward together from the cultural feeling, race feeling, history feeling and vogue feeling, while creating brand value, continuously raise localization luck camp level, real own cultural self-confidence in establishment China, then can drive the favor and trust of the global consumer including Chinese consumer, then can also obtain more business enterprise value and business value.
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