The Establishment And Development Of Brands Often Require A Long Torment.

If ten years ago, the appearance of Taobao broke the barrier of shopping overnight, today, the apparel industry of China has formed a close connection with the Internet in the terminal sales channel.

That is to say, the search and choice of platforms is no longer a problem.

But in fact, Taobao or Tmall also has little support for the shaping of clothing brands.

Everyone is walking farther and farther on the road of low price, and seems to be on a road of no return.

Market changes are like storms.

From the perspective of consumption, Chinese consumers have never been as old and new as they are today, and clothing has long been out of their simple demand for clothing and has risen to a higher level of individuality.

In order to embody this personality, they hope to wear it faster than their peers.

And become the leader of the trend.

Chinese designers are baffled.

The establishment and development of brands often require a long torment.

But in addition, they are facing unprecedented pressure.

On the one hand, this pressure comes from fast fashion brands like ZARA and H&M. On the other hand, the overflow of terminal sales channels also creates a dilemma.

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In the not yet appeared era, the market has given sufficient time to the development of the brand.

Fendi was founded in 1918 by Adele Casagrande, founder of Adair Cadagrande. At that time, it was just a very small leather fur shop.

The same is true of Celine. In 1945, Cecile Withena, a female designer, opened the first shop in Paris to sell senior boys' leather shoes in 1945.

But compared to these old brands, they are similar.

This young brand, which was founded in 2004, took less than 10 years to gain fame and influence, has greatly shortened the popularity of the brand.

After 2000, the global Internet entered a period of steady growth.

Setting up offline stores may be competitors of several streets.

However, once we shop on the Internet channel, our competitors are all Chinese counterparts.

And on the other side of the sea of competition, cross-border electricity providers are rising rapidly. Shun Feng Hai Tao, NetEase koala and Xiaohong books are catching up with users in a thunderbolt.

Therefore, for today's Chinese garment enterprises and designers, it is imminent to find a way to highlight the tight encirclement, keep pace with the Internet, and change their working mode and production chain.