Why Foreign Countries Are More Popular Than Domestic Clothing Brands?

Now, entering the high-end shopping malls in China may find a more interesting phenomenon: the brands inside seem to be all. Foreign brands 。

For example, in men's wear area, all kinds of colors. Man's suit Straight, a shirt or T-shirt can easily be thousands of dollars. The origin is not Italy or France, but almost all brand stores have only a few simple English signs. After training, professional guidance, customer introduction, without exception, is the English name of the brand.

Of course, there are indeed real international brands, such as ARMANI, BOSS and so on. But some brands are cutting corners. For example, a men's clothing brand, known as the designer of Italy, has a complete Italy classic style, just like a Italy brand. In fact, it is a brand in Guangdong.

There are many such brands in shopping malls. They share the same characteristics: first, the ocean is pure, whether it is name, product, display, advertising posters, leaflets or guide shopping, it is totally impeccable, and second, it is unusually expensive, and its price is directly catching up with the international brand.

There is a way to find out its true identity, to visit its corporate website (with Chinese and English versions, and some Italian versions), and find that these so-called international brands are only sold in China. Is Italy's brand not sold in Italy and sold in China? Women's wear To be frank, about 1/3 of the women's clothing brands have English names and Chinese names at the store. For example, Shenzhen brand Jane Eyre, the English name JAN AI NO, such a brand is easy to see, not foreign brands. No foreign brand will take such an English name. Also worth mentioning is that "white-collar workers", although its shop only wrote WHITE COLLAR, did not mark the Chinese name "white collar", but the terminal shopping guide staff greeted the customers with "welcome to white collar". The confidence conveyed by the terminal is no less than the PORTS and ARMANI women's clothing in the same area. The most attractive items in underwear area La Clover The brand is luxurious and sexy. It adopts Italy fabric and introduces Italy design concept. At the terminal, shopping guide does not shy away from it and generously introduces the relationship between La Clover and brand. As a high-end brand under the Beijing love banner, La Clover has covered the pure French underwear brand in the lingerie area, whether it is a commodity or a passenger flow.

Some people say that the emergence of virtual foreign brands is to cater to consumers' psychology of worshipping foreigners, and is also a way for some enterprises to integrate with the international market. France and Italy are the clothing capital. They are the places where most virtual foreign brands are registered. Some of them are registered in Hongkong. With the name of a foreign flavor, they can successfully confuse the majority of consumers in the terminal. However, this is not the ultimate way out for domestic brands, nor is it possible for us to move towards a brand power through this way.

Although the virtual foreign brand reflects the brand awareness of entrepreneurs from one aspect, brand awareness is only a necessary condition for the rise of China's brand power. Chinese entrepreneurs need to find accelerators suitable for their brand growth, and explore their future and destiny through the promotion of brand and marketing in the "unfair world". This is the necessary and sufficient condition for the rise of Chinese brands.

How big the heart is and how big the stage is. China is still a virgin land where brands can grow fast. Chinese entrepreneurs also need a strong heart and self-confidence to build long-term brands, so as to provide an international stage for Chinese brands to grow freely. Therefore, I hope that more Chinese brands can be like La Clover and " white collar "Like brands, no need to hide their origins, virtual foreign brands, bold display of Chinese identity, use their own brand building and excellent products.