First, it is necessary to strike while the iron is hot and develop blindly?
I admire brands that are ambitious in data, have accurate market positioning for customers, and have the craftsmanship of Excellence. I appreciate brands with unique and obvious advantages. But in fact, many domestic brands are frantically expanding their stores, making ends meet.
To be a brand and a product, we must first understand consumers' preferences and market demand. Only in this way can we cope with the market and international fashion trends, launch a series of products suitable for brand image, and win unique development opportunities for independent brands.
La Chapelle, known as "China ZARA", opened 9,540 stores in China at its best. There are still many brands that are proud of how many stores they have opened, but their cognitive level can't keep up with the development speed of brands. Not dead!
Second, product homogeneity, lack of competitiveness?
Most international brands have some bright spots when their new products come on the market every year, but most products of domestic brands do not have differentiated competitiveness, which is most obvious in high-end department stores and famous shops at home and abroad ... Most famous shops abroad are full of flowers and have their own advantages, while domestic homogeneity is serious, lacking good content and good design.
Credit Suisse even warned: It is estimated that the risk of the closure of American retail stores in 2020 will be as high as that in 20 19, or even worse. China brand entrepreneurs will sit still, because the domestic retail industry will also be born to die! As a result, brands have followed suit and recently launched various live broadcast activities. ......
Third, entrepreneurs are short-sighted and lack cognitive ability?
Top brands in the world attach importance to brand image and creative design style. Tradition and innovation are the eternal themes of brands for decades or centuries. While exerting their own advantages, these brands will also invite outsourced design and experienced brand consultants to check. This international brand operation mode is worth learning and using for reference. Our famous team of Milan designers has also served as consultants for many top brands in the world.
However, most domestic entrepreneurs tend to be xenophobic and rarely cooperate with professional brand consultants and business design teams. Or blindly worship foreign things and flatter foreign countries, and invite foreign consultants and foreign designers to do planning, and the brand positioning is messed up as a result; Some brands entertain themselves and only care about maximizing immediate interests. If legal affairs is the steel structure of enterprise brand building, then brand consultant is the soul and flesh of the brand, which can bring rich content and IP. Then, how can there be a capital operation mechanism without brand consultants? In the long run, it will be difficult for enterprises to survive the crisis and difficulties.
? Fourth, ignore aesthetics and visual merchandising?
Without aesthetic power, no matter how big the brand is, it will not have a good image product. When the public is tired of aesthetics, there will be no purchasing power; Some entrepreneurs and brand founders have insufficient patterns; Other brands ignore the most basic store value. How important is the store value? It is predicted that there will be no online celebrity stores in the next 5- 10 years, and all brand image stores have their own unique styles.
Why did the "China A-share Sports First Share" VIP bird still fail to hold on and close nearly 3,000 stores today when sportswear brands broke out in an all-round way? There are many reasons, but there must be aesthetic power and visual merchandising's failure. Everyone thinks that the more stores you open, the more money you make, but the money you earn is constantly being used to expand new stores, and the labor and rental costs are soaring, which leads to the constant tension of the capital chain. When there is a market crisis, everyone blames it. But crisis is always "danger" and "opportunity" will coexist! Don't always talk about the impact of the crisis.
? Five, there is no decision-making power management system, military power is scattered?
The future has come, and high-end brands will accelerate into the era of intoxicated experiential consumption. In all kinds of dazzling fashion brand promotion activities, we gradually forget the original plans and wishes, but just ignore the most important thing to do now. Really don't blindly follow the trend and conduct e-commerce live broadcast among online celebrities. 99.9% of the live broadcast shops sell products below 100 yuan. It is useless to fiddle with the brand, and it will also confuse the brand value and core original intention of the image system.
Some time ago, the big-name Lu was planted like a cottage in the live broadcast room. The local tyrants woke up and found that their buyer show was so much. According to statistics, in 20 19, there were more than 9,302 retail stores in the United States, of which about 75% were in the clothing and textile industries. It's time for China fashion industry to stop opening stores. If a store is successful, there will be thousands of stores in Qian Qian that want to imitate it.
Daphne is a typical example. Behind the rapid expansion and superficial scenery, in addition to higher and higher costs, it is the increasingly serious inventory backlog problem. In order to solve the inventory problem, the brand image collapsed in the eyes of the public all the year round, eventually closing 4,000 stores, and the market value plummeted by 65.438+0.65 billion. Daphne's scenery is gone. Don't think that building a brand is crazy to open a shop. You have to make a layout prediction and "design" within the load range. Without sound management decision-making power, opening a store will lose much.
6. Innovation and creative creation are the hard goals of development.
Only by "professional achievement industry" can we truly realize the growth value system. Without good creativity and aesthetics, blindly following the trend can't go far, let alone looking for business opportunities to support your own brand under the crisis. It can be said that many sports brand stores have a common problem that they can't find the key points with colorful eyes and have no chaotic display. 36 1, Qian Anta, Li Ning ... China's corporate brands are short of fashion critics, and they all like to be praised and then imitate behind closed doors. Even if I go abroad for inspection, I just want to take photos in fashion capital of the world.
Now everyone participates in various press conferences, pointing out the country like a master. I remember that the Spring Festival Evening and Sina invited me to be an expert to comment on the fake master's works copied from the real master in fashion week, and only I dared to comment objectively, truly and responsibly. I was particularly moved by the professional praise of Mr. Lu Hao, former vice mayor of Beijing. I hope I can make a modest contribution to improve the creative design of fashion industry brands. Although we can't all become world masters, we can start with the education of aesthetic creative design and look forward to more international brands of our own in the motherland as soon as possible!
International fashion expert Chai Li Fashion Chai Li?
Resume:
Chai Li lily, American fashion artist/senior fashion designer/visiting professor.
Chaili World Clothing United Investment Group Co., Ltd./President
Expert judge/brand consultant of Italy International Fashion Week
Designers' Branch/Director of Beijing Textile and Clothing Association
International China Fashion Color Association/judging expert
China clothing official bidding/evaluation expert
Special columns/critics of Fashion Beijing magazine and Chang 'an Club magazine.
He has customized dresses and fashions for Chinese and foreign royal families, famous political businessmen and celebrity artists. Won many awards and favorable comments, and accepted an exclusive interview with the Olympic edition of Fashion Beijing Magazine. After working in a world-famous brand for many years, I set up a fashion clothing group named after myself.
Main work experience Main business:
Jun Kokoshino Design Office, a Japanese international fashion master, is the representative of China fashion designers.
He is the chief senior designer of China Hongdu Group, the head of foreign cooperation of Hongdu Group, the manager and chief designer of Hongdu-Bev personalized studio.
Milan, Italy Designer Team Brand Consultant Fashion Expert
Main work experience sideline:
China Fashion New Media Overseas Producer?
Netease news "See Fashion in Chai Li" fashion brands, Chinese and foreign celebrities, etc.
Top-level design evaluation of Chinese and foreign capital fund investment consultants
List of main winners:
20 15 Florence International Fashion Week Fashion Contribution Award.
20 14 Special Contribution Award of APEC Instructor Fashion Design for Boao Forum for Asia.
20 10 won the China Prize for Design Innovation of Elemental Materials.
In 2009, four famous teachers published their works in the column "Beautiful Changes of China in 60 Years" of Daqing CCTV (ranking first).
In 2008, I was honored to be awarded the special prize of 32 famous teachers' conferences in China, and Beijing (ranked seventh).
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