How can Rimoc men’s clothing “dominate”? Talking about the Kinba apparel brand crisis

Last year, the makers of crotch clothing that had caused social skepticism due to the “only election to the Louvre” advertisements were once again hit by advertising problems. A consumer in Shunyi, Beijing, took the case to court. The court heard that the company had arbitrarily linked the “China Top Brand” logo and misled the consumer and sentenced him to refund 288 yuan of trousers to the consumer. In fact, this should not be the second time that the company has suffered such “punishment.” In the monitoring report of the Beijing Industry and Commerce Bureau last year, the Rimun men’s clothing advertisement was illegally placed in the third place for suspected illegal advertisements for 120 times. The incitement of the “Selected Louvre” incident has also led to doubts and criticisms resulting from the misleading misleading of the Louvre collection.

How to "dominate" in Rimah men's clothing?

----Talking about tyrants clothing brand crisis

With the arrival of the clothing brand era, companies should focus on ways to pursue. The cause of the above incident is not due to the quality of the product itself, but to the fact that consumers have inadvertently discovered that the brand name of the product is actually not on the official list of brand names! In other words, everything is a brand trouble. From the traditional point of view, only the crisis from the product quality is the fatal injury of the company, but the brand is just a sign, it does not matter; this concept has long existed in the minds of businesses and consumers. But once upon a time, from the overwhelming advertising campaign, from the frequent crisis of the brand, all indicate that: as long as we stick to the quality of one can maintain a business era is over! It is clear that Jinba is also aware of the advent of the brand era and is doing everything we can to cater to this era. Unfortunately, we ignore the fact that the brand brings benefits but also implies a crisis factor.

Clothing is transformed from durable goods to fashion consumer goods, and the brand determines the profit value chain. If we say that the change of viewpoints caused by the changes of this era has not completely subverted tradition in all fields and all industries, but at least in the fields we are talking about now, this kind of "reform" is also obvious. Food, clothing, food and clothing, after the vast majority of people no longer indulge in food and clothing issues, the pursuit of a higher level of enjoyment of society in general is a natural trend. Clothing has changed from past durable goods to more and more fashionable consumer goods nowadays. Most people have gradually formed such a concept in the subconscious. The criteria for selecting clothing are not the warmth of concealment, but also the outward representation of status. Even characterization is often not really an urgently needed goal. Under such market demand, regardless of whether or not the law of value in determining prices in economics still has its eternal truth, the sure truth is that the pricing model for raw material cost-plus pricing has indeed changed, and the brand premium has shifted to the outside world. The message conveyed, from the business perspective, is the possibility of infinite profit, and the pursuit of the brand is driven by the pursuit of this interest. Under such a general trend, the domestic apparel industry has shifted from cost competition to brand competition, and the entire industry is undergoing transformation and upgrading.

Protecting the brand and protecting the brand has become extremely important and the environment needs to be created together. However, judging from the current domestic situation, compared to developed countries and regions, the proportion of branded apparel companies is still too small. This is of course related to the strength of domestic brands in creating brands and the impact of the overall environment, but another important reason is equally important. , is a typical Chinese-style "fighting rivers and mountains is easy to keep the rivers and mountains difficult" of the historical fixed pattern. It seems that companies in the interest space often think of how to become bigger and stronger themselves in order to establish their own brand. After making painstaking efforts to build the brand, the thinking has not changed, and it is still necessary to expand the local brand into a national brand. , And then expand the national brand into an international brand, while ignoring the company's foundation and has established a close relationship with the brand, to protect the existing brand is to keep their own, but also have the "basic configuration" to enter the larger market. The brands that Jiangsu apparel companies used to clamor have now declined, and they haven't had a good "protection card." Solid licensing may not necessarily be easier than creating a brand. It is always easier to grasp the strategy of attack when it is created, and the test of both offensiveness and defensiveness has increased the difficulty coefficient value at least on the surface. In China's environment, this kind of difficulty is particularly prominent, because brand enterprises are usually "lonely fighting" and lack external supportive environment on the outside. For example, in Jiangsu, Bosideng, Yalu, Soho, Haotian, and Hubao have a number of clothing brands that have been well-known throughout the country; Zhejiang, Shanghai, and Guangdong also have such brands, but compared with clothing fashion areas, the distance It is still far away, and now it is experiencing increasingly strong challenges from world brands and domestic famous brands. All these have increased the hardships of creating and protecting brands.

Apparel brand enterprises love self-discipline. The meaning of the two storms of the Kinba is not to prompt the arrival of the brand era, but to warn the crisis of the brand era with fresh facts - brand protection is no less than brand creation. Brand enterprises should love themselves, self-discipline, and carelessness at any point, like the practice of quick success and short-sightedness by small businesses, and in today's market development, they may lead to the loss of the brand and attract the chickens to not eclipse the fate of rice.