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当人人都摆弄着产品的附加值,当人人都追求在高端市场立足时,“品牌”所孕育的价值也在迅速贬值。“以高附加值来提升品牌”的概念本身没有错,错的是中国服装品牌在追求“国际一线品牌”的狂热梦想中丧失了市场的实际定位。远未从全球经济危机中回过神来的中国服装业,目前的首要任务是保住市场,尤其是在国内市场上立足大众消费市场,力促扩大内需来保证生存的机会。尽管从长远来看,产业升级还是需要依赖品牌,但是当下,在大众消费市场“圈地”立足,将市场需求的变化、消费结构的变化作为产品结构的调整指向,也许不是应对生存危机的唯一稻草,却是颇为重要的一根稻草。
When everyone is playing with the added value of the product, when everyone is pursuing a foothold in the high-end market, the value of the “brand” is rapidly depreciating. The concept of “enhancing brand with high added value” is not wrong in itself. The mistake is that the Chinese clothing brand loses the actual position of the market in pursuing the fanatical dream of “international top brands.” Far from recovering from the global economic crisis, the primary task of the Chinese garment industry at the moment is to keep the market, especially in the domestic market, based on the mass consumer market and to urge domestic demand to expand to ensure its survival. Although in the long run industrial upgrading still needs to rely on brands, nowadays, the change in market demand and consumption structure as the adjustment of product structure may not be the response to the crisis of existence in the mass consumer market The only straw, but it is quite a straw.