"Traditionally, consumer brands are falling to the next level," said Sun Ruizhe, vice president of China National Textile and Apparel Council. Consumers are starting to buy goods of equal quality and of equal quality with less money. In fact, "the consumption bubble in overseas markets is declining," said Sun Ruizhe. The price has dropped from the mid-to-low-end to the mid-to-low end, and the trend of rational consumption is returning. Therefore, he suggested that enterprises should pay attention to changes in "effective demand" under the adjustment of consumption structure and provide a "popular brand" with more excellent design, reasonable quality and relatively low prices. Obviously, this is an excellent opportunity for many Chinese brands. The fact also proves this: "Our brand has not been affected by the economic environment," said You Hongyan, chairman of Beijing Aou brand. "This is because our products have original design advantages and low prices." In the economic winter, the original consumption of high-end The luxury crowd will shift to the middle, to Zhou Chengjian brought a "great year of development." In the face of the crisis, "We place great emphasis on market demand," said Xu Bo, chief executive of Balabarra. The changes in the market also made him excited, the original parents hope that children are well-behaved, but now emphasize the children to wear beautiful fashion. "According to this demand, children's wear has been completely adult," Xu Bo said, and children also have their own values ​​and know what kind of occasions to wear clothes. In the next 15 years, the population of our country will still have a rising trend, the national income level will continue to grow, and rural urbanization will be further accelerated. With housing, social security, etc. are properly resolved, the potential for consumer demand for clothing may be greatly released. An important highlight of the 2009 Central Economic Work Conference is to speed up the pace of rural urbanization and narrow the gap between urban and rural life. Leisure brands and sports and leisure brands will be the first to open the door to rural markets. The market segmentation began to develop in depth, from the product category, grade, function, marketing model, to the Service population classification, service area segmentation and Other areas more subdivided. Such as dresses, our consumers have not yet formed a habit of dress to attend a particular occasion, most people use suits instead of dresses. Dress is not only used at weddings, concerts, receptions, fashion parties and other occasions will have their own different dress code. Such as sports and fitness will be the future "new aristocracy," "new middle class," is entering the community as a "new generation" of the main components of life and will produce more updated sports, such as hiking, camping, mountaineering, etc., This will lead to more specialized segments of the market. Another example, jewelry, shoes and hats, luggage and other apparel accessories into the clothing accessories category. Clothing with accessories will gradually become part of everyday dress up. "The power of a country to speak less is determined by consumption, not by production or by circulation," said Sun Weiting, chairman of Huafu Holding. "We used to be confrontation in production and the next step was consumer-level confrontation." Sun Ruizhe said: "The market economy is typical of 'producing with sales.'" However, many brands are medium to high-end and homogenized. Such as men's, consumers are mostly "good men" or "successful men." Another example is the women, most of the positioning of white-collar women between the ages of 25-40. Fledgling college students, but often can not get into the workplace suitable clothes. More companies die because of imitation. After the registration and successful operation of the "Septwolves" trademark, nearly 30 Wolves brands have been born, all of whom are hoping to make their own brands bigger and stronger with the help of the existing reputation of "Septwolves." However, according to insiders, only a handful of brands are now expanding, other developments are common, even "dead" or "half dead." "In the early stage of market development, the follow-up strategy of these enterprises will bring a lot of benefits," some experts said, but with the development of the market, the lack of brand culture of enterprises is bound to decline. "A brand has a distinctive, unique personality, it can stand out in the brand ocean." Zhou Shaoxiong said. "Homogeneity and blindly follow the trend, the end result will be part of the collapse of small and medium enterprises, the strength is not strong big business into an international brand processing plant." Jiang Hengjie, vice president of China National Garment Association said, "Re-understanding of the Chinese market and then Positioning and then subdivided, according to changing markets, to further clarify their positioning, market segmentation. "How to avoid positioning stall phenomenon? We can learn from foreign experience, there are several brands of a series, such as: × × brand, there is a "girlhood series", there will be a "golden autumn rhyme series", a number of series to meet the different levels of consumers a variety Demand, expand market share, and then get a huge market profit. Without Muji, tend to "design without design." As a result, for consumers, MUJI is no longer just the product itself, but a simple, natural and basic lifestyle and a way of life transmitted from the back of the brand. More importantly, the whole world is divided into branded branding and unmarked MUJI. "After the financial crisis, the future should develop to a higher level rather than a broader one. The major tasks of the 12th Five-Year Plan and the 13th Five-Year Plan will be industrial upgrading," said Du Yuzhou, president of China National Garment Association. "We have stood at a new starting point and we have seen an inflection point in terms of quantity," Jiang Hengjie said that 2010 is the final year of the 11th Five-Year Plan and also a year in which the 12th Five-Year Plan is finalized. One year of development in the next ten years and fifteen years and a year of planning a powerhouse for clothing. In his eyes, the so-called clothing power is that China should have a dominant position in the global industrial chain. Scientific research, technology and standards to the world leader. Chinese fashion culture to have the right to speak internationally. China's brand influence began to radiate the world, the procurement team operates worldwide. Chinese enterprises have begun to have a strong global market control, market profitability, anti-risk and the ability to transfer losses greatly enhanced. He believes that in order to realize this powerful dream, we must make breakthroughs in "four modernizations" in order to optimize the industrial structure. We should vigorously build supply and marketing networks, control channels, and enhance the distribution of value in the division of labor in the international value chain so as to achieve a breakthrough in the international status of the industry. We must increase investment in science and technology, improve the level of scientific research, in order to achieve a breakthrough in science and technology innovation ability. From the product, channel, culture, service and other aspects of value innovation in order to achieve a breakthrough brand innovation. To break the dual market in urban and rural areas and coastal and inland dual regional structure to achieve integration or differentiation of labor division and linkage, while encouraging business diversification in order to achieve a breakthrough in industrial structure. In order to realize the great breakthrough, it is necessary to implement the strategy of science and technology industrialization and brand innovation to enhance the added value of the brand. "China's garment industry is a cultural industry, it is a smart industry. Only wisdom, can big development." Jiang Hengjie said that in 2010 the key port, Chinese enterprises should carefully sort out the ideas, solid operation, in order to achieve the 2020 powers Dream, lay a good foundation. Jiang Hengjie's words caused the industry's resonance. "Operating a clothing brand, we must have a dream." Miao Hongbing, chairman of white-collar workers, said that the business people holding the brand what attitude determines how far this brand can go. He said that originally we sold hard, and later sold the product, and now we have to sell services, selling experience. But after thinking for a long time, he found out that "we do not just sell these, we want to sell the happiness to my customers and to my partners." "So what is happiness? I want to mention happiness When it is time to show off, it is noble, it gives people a sense of distance, it makes people have a feeling of unattainable, and even will give people the visual beauty to enjoy. "" A style of the brand should have a monopoly Personality, and this monopoly personality comes from the founder of the brand insistence on personal spirit and dreams. "Sifan Zhou Yan, general manager said. This is back to the beginning of the question. 2010, where to cut? As a mode of operation and investment, franchising such a mode of operation eliminates the trouble that investors can not find a start-up project and eliminates some of the troubles often encountered when starting a business. This is indeed a shortcut to success. According to a survey, 80% of Japanese retailers have closed their doors in the first year alone, up from only 8% in the fifth year; while only 20% of the chains were eliminated in the first year, with 77% Can successfully operate to the fifth year. Two contrasts, enough to prove that children's wear to join to a large extent more secure than their own business, reliable and cost-effective. The following single case to join as an example, to analyze when joining the need to pay attention to the problem. At present, all kinds of women's franchisee chain after another. "Investment 20000 yuan easily boss", "Surprise project earn 50,000 a day," "annual million invitations invited to join women" ...... In the face of such attractive ads, many people eager, clutching tens of thousands or even hundreds Million yuan of funds, want to join the ranks of women joined the chain. However, women's franchise chain is not as simple as people think. In the world joined the women in the chain, there is a myriad myths, but also the tragedy of losing all. Therefore, in order to become a beneficiary of franchising women, investors need to be fully prepared. Otherwise, blindly follow the trend, in the end only cried, cried days, everything does not help. In order to avoid repeated tragedies staged, first of all, Lucky on the thousands of women sent to remind investors to pay attention to eliminate the following three errors: 1, anyone can open a women's clothing to join Many people think that open women's franchise stores on the investor's education, IQ The requirements are not high, anyone is suitable. In actual fact, open ladies franchise stores on the investor's character, ability, experience is a certain requirement. For example, you need to have a rational personality, good interpersonal skills and management capabilities, and these factors to a large extent determines the success of investors. Therefore, investors should ask themselves a few questions before joining women: whether to have the passion for starting a business, whether to have the potential to start a business, whether to be good at cooperating with others, and whether or not there is enough understanding of franchising chain ladies. 2, once and for all investment Some investors think that after joining the women can lay nothing at all, everything is managed by the headquarters, they just wait to enjoy their achievements. In fact, this pie is impossible in the sky. The headquarters can provide women's franchise, but a set of ladies to join mode of operation. Ladies franchisee only in accordance with the experience and guidance provided by it, step by step, effectively implement, will it be possible to be successful. In other words, women's franchisee in order to be successful, need their own and headquarters work together. Otherwise, even if the headquarters is trying hard to play a guiding and supervising role, and the ladies' franchisee does not make the corresponding investment on their own, then in the end they will only stand in the queue of losers. [Thousands on Lucky] Young men and women who are filled with trendy style, rigid and supple, modern men and women fill the modern pursuit of the trend of the young men and women choose a blank, pants dresses Simple, cool and stylish design. 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