Quanzhou Clothing Avoid Homogeneous Competition And Create Differentiated Competitive Advantage

The continuous upgrading of consumption is constantly affecting many industries and fields, including the clothing industry, which is the first place in "food, clothing, housing and transportation". How can we create our own core advantages to meet the new trends and demands of the terminal consumer market in the fierce homogenization competition? It has become one of the development topics of Quanzhou clothing industry. For this reason, Quanzhou garment industry has created differentiated competitive advantages by adding original design and cross-border marketing.

　 Plus original design

For clothing brands, the addition of original design aims to deepen the brand imprint and help the brand break through the homogenization dilemma

Driven by the wave of new consumption, the development of clothing sub categories has ushered in a "small peak". Innovation and change have made many clothing brands gradually upgrade from "Made in China" to "Designed in China". For clothing brands, the addition of original design aims to deepen the brand imprint and help the brand break through the homogenization dilemma.

As one of the original designer brands, Da Yiyan has incubated the concept of Donoratico women's clothing brand, River Tooth men's clothing brand and collection store of the Collection Center for 18 years. Recently, Ding Yong, the founder and art director of Da Yi Yan, shared his views on the original design of garment brands at the first stop of the brand's 2019 national tour in Fujian. He said, "Design does not need to compromise with fashion, but inject the brand gene with the original and natural imprint, and on this basis, make bold innovations in fabric, tailoring and other aspects."

In recent years, Minpai men's wear has been constantly seeking product innovation, launching luxury series or sub brands, making the fashion style more young and gradually becoming a trend, and continuously strengthening the brand's design power. Since June 2015, Seven Wolves has been invited to participate in Milan Fashion Week for four consecutive years, demonstrating the unique Chinese original power on the world fashion stage.

Jiumuwang took the designer brand NASTYP-ALM under its control in 2017. The brand style is positioned as a designer fashion brand with both commodity trend, richness and practicality. It was launched in the market with a high attitude in 2018, and has achieved good results. Recently, it was also listed on the "Top 50 Clothing Brands for Shopping Centers in 2019".

Innovative cross-border marketing

Today's brand crossover is more about trying new ways to play in multiple dimensions, such as the communication of fan channels, the transformation of sales, and the communication of content channels among cross-border enterprises

The change of consumer preferences of the end population will directly affect the strategic layout of clothing brands. In the face of young people who have become the main force of new consumption, many clothing brands have begun to join the younger expression camp and redefine fashion with "trend language" cross-border marketing.

As a frequent customer of "cross-border" marketing, in recent months, Kabin frequently played the role of designer co branding marketing: the Forbidden City and Palace Culture × Cabbeen、Christofle × Cabbeen、CABBEEN × POPEYE and other co branded products have been launched in succession, emphasizing design in cross-border, and constantly strengthening the attributes of their own designer brands.

In the opinion of Yang Ziming, the founder and artistic director of Kabin Clothing, any role can only see new scenery through different roles by breaking the boundaries of cognition and thinking. He said, "Just like the design of the theme and pattern of each season's clothing, it is actually a new creation of the familiar old elements, how to create a sense of harmony and beauty in a new round of restructuring. At this time, I need to arrange and combine the inspiration obtained by multiple identities to become an original design force that can be expressed in clothing and conforms to the brand tone."

In recent years, not only Kabin, Anta also frequently carried out in-depth cross-border cooperation with mainstream IP, and launched Anta × NASA、Anta × Coca Cola, Anta × okidoki、Anta × Marvel, Anta × Chusan and other innovative products, and also launched Anta together with the Palace Museum Cultural Innovation × The special edition of the Forbidden City, a licensed product of the Winter Olympics, and the sportswear jointly launched by STASH, the graffiti god in New York, are popular with young consumers.

The reporter found that the previous cross-border cooperation model was nothing more than a promotion and marketing activity of brand and advertising, variety shows, important nodes or star alliances, which mainly focused on simple brand communication, momentum building or alliance funds. Today's brand crossover is more about trying new ways to play in multiple dimensions, such as the interoperability of fan channels, the transformation of sales, and the interoperability of content channels between cross-border enterprises. For example, Da Yiyan has teamed up with Sainkho Namtchylak, a vocal experimental artist with the characteristics of Tuva Homai, to explore the crossover of music and fashion. In addition, he has also tried to cooperate with Timothy Oulton, a British high-end furniture brand, to open stores. Ding Jun, the general manager of Dongoratico, said that "innovative cross-border marketing is not only an active change from the brand and product itself, but also a passive search under the pressure of the market."

In his view, at present, the domestic retail industry is highly competitive. The improvement of consumers' clothing style and taste indicates that more personalized and diversified products are needed, and designer brands need to be further promoted to extend "design" to clothing products with fashion and beauty expression to a broader and diversified culture. He told reporters, "We have always focused on refined operation, and will develop omni channel in the future. We hope to use more cross-border design to burst out more inspiration about life and reflect the lifestyle and concept we want to express."