Is the clothing brand relying on the channel to survive why

Wholesale clothing has transformed into branded clothing, and I would like to express my personal opinion.

1. Who does what work, wholesale and brand two models, it is best to reorganize a group of people to do the brand. The direction of the reorganization is mainly brand management and product design, and the procurement system can be shared, but the brand needs to have a product manager to join, and other financial and administrative logistics can be shared. 2. To be a brand, we must not only endure loneliness, but also keep a clear head.

That is to say, the initial force point of the brand should be accurate, the channel should be refined, and it is difficult to have a higher growth rate like wholesale, which is to endure loneliness. It is certain to burn money for brands, and the key is to see where the money is burned and whether it is worth it. Be sure not to burn to the performance of the shopping mall, the shopping mall with high requirements for guaranteed performance must be cautious, if the product is not formed in the short term, do not burn the performance.

Experimental brands are suitable for rental stores, and follow-up brands can be considered suitable for cost-effective community stores and small malls; If you want to gamble, the brand that urgently needs to attract investment can only burn the performance, hoping to burn a future. 3. The original batch has a certain sense of management, can the brand concept be converted into a brand? From the perspective of alleviating the thirst for funds, mature customers have considerable advantages, but it is important to remember that to be a brand is to make an experience, and a high awareness of the boss does not mean that the quality of the management team is good.

It depends. 4. How about turning into an Internet brand? Now the cost of Internet brand drainage is already very high, coupled with the limited conversion rate of new brands, the cost performance of investment is not high, so we should be cautious.

However, Internet thinking can be applied in brand building and communication, and the core is still a high-quality team.

In the almost thirty years from the early days of the founding of the People's Republic of China to the end of the Cultural Revolution, the clothing standards of the Chinese were limited to Zhongshan clothing, construction uniforms, as well as military civilian clothes and work clothes, and the colors of clothing were mainly blue, gray, black and army green. In summer, it is a white shirt and blue pants, and it is rare to see women who even wear skirts. The reason why it is so single in terms of wear, in addition to being directly related to the political background and social environment at the time, is more important because of the lack of textile products, the market is tight, and people need cloth tickets to buy ready-to-wear or fabrics.

All of the above is one of the reasons why many people choose the apparel industry.

The four eras of China's garment industry have obvious characteristics in their representative channels, and can even be used to refer to their respective eras.

1. The era of stalls.

This is the first era of the garment industry, this period belongs to the early stage of reform and opening up, at this time can not be said to be the channel is king, this period is characterized by the lack of materials in the whole society, people's dress characteristics are blue and white, no matter men and women old and young there is almost no difference; A movie [Popular Red Skirt on the Street] in the early days of reform and opening up awakened the clothing needs of Chinese, and soon China's clothing entered the color era;

2. Wholesale era.

This is the second era of the garment industry, at this time the channel has entered the "hall" from the "practice stall", at that time the whole country rose up the clothing wholesale city fever, some wholesale city until today still plays an important role in the industry, such as Guangdong Baima, at this time the channel status has risen, but in general, the clothing industry at that time is still in the "seller's market", as long as there are good products, do not worry about not selling;

3. Monopoly era.

This is the third era of the garment industry, at this time the channel from the "hall" to the "hall" and "monopoly", correspondingly, the brand awareness of Chinese consumers to clothing rose to a dominant position, at this time, the slogan of the channel is king was officially proposed, and the rapid development period of the garment industry represented by the Fujian brand is coming;

4. Retail era.

This is the fourth era of the apparel industry, that is, the current era, when the channel has not changed significantly in terms of performance, but in the structure and quality of the channel has undergone qualitative changes. The so-called structural change refers to the continuous shortening of the level of the channel, from the multi-level structure of primary wholesale, secondary wholesale, distribution and retail to the brand-wholesale-distribution retail, brand-distribution retail, brand-direct retail single-level or even 0-level direct sales model, the shortening of the channel level means the advent of the retail era.