Articulo de ropa china

1. Brand development problems of China's garment enterprises
China's clothing production ranks is first in the world, but China's apparel brand awareness is not high, the
Chinese garment enterprises to some extent remain in the step of the high-volume, low price, lack of market
influence, how to improve the competitiveness of our apparel brands in the international market, which should
beseriously examine brand problem in the development of China's garment.
1.1 Brand awareness is not strong; ignore the establishment of independent brands
Brand awareness is not strong the major reason that made apparel brand development behind in the international
market. At present, medium and small garment enterprises, especially in the T-shirts manufacturers still use more
OEM marketing. OEMmarketing allows businesses in a very short period of time to achieve maximum benefits.
But long-term perspective, not own brand of products is difficult to establish a fully independent distribution
network, easily controlled by others. Companies are difficult to place in the market competition.
1.2 Brand positioning is not accurate enough
Philip Kotler pointed out that the positioning is toidentify differences between competitors and to effectively
explain to the target market how the difference between it and its competitors. When brand founded in the early
stages, some garment enterprises do not do preliminary market research, not able to make a exactly brand market
segmentation, and brand positioning is not starting from a consumer's mind but with monotonous on the productitself, which causing the brand is not with the inner needs that resonate with consumers. Brand positioning is not
accurate enough and brand personality is not exactly which lead to feature not prominent in the market
www.ccsenet.org/ass Asian Social Science Vol. 6, No. 12; December 2010
Published by Canadian Center of Science and Education 55
competition, differentiation was not obvious, somarketing strategy plan does not match advertising content with
the product and the consumers didn’t agree. In the end the enterprises use prices to win consumers.
1.3 A single model of brand marketing in garment enterprises
The marketing model in most of the clothing enterprises in China still relies on the choice of the enterprise which
consists of a number of subsidiaries or branches. Theone-stop marketing style of use production supply to
promote sales, which only transferred the product inventory amount to the distribution company and there was
no real product sales. When the accumulation exceed, the discounts and other promotions will be used for
product sales. This only caused the price of consumer products concern, has not reached the purpose of
consumers concerned about thebrand, over time, consumer spending fun loss, loss of consumer brand loyalty
and result in increased business costs, the vicious circle of falling profits.
1.4 Garment enterprises lack of content and substantial sales culture in brand marketing
China's apparel brand lack of cultural meaning embodied in the brand promotion in the media or was different
with culture and corporate culture. In thesmall garment enterprises, marketing focus only on the results of the
process, there is no focus on the process of marketing, there is no meaning to the brand fully demonstrated in the
marketing process, which leads to consumer brands and cultural ignorance, not generated brand loyalty. For
example, many apparel advertising in film and television that star wearing apparel products using theshooting
advertising, consumers are not based solely on corporate identity as reflected in the content of advertising
clothing brands, is difficult to distinguish between the products advertised are the clothing company and brand
and marketing culture disappeared.
2. Brand marketing is the key to enhance the core competitiveness of China's garment enterprises
Apparel development of today, in...