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在中國成都市中心新世界百貨，你會發(fā)現(xiàn)在美國或者歐洲任意一個二線城市所能看到的那種快時尚服裝。
許多鋪面掛的都是英文招牌，但店內(nèi)服裝的品牌名稱卻令人陌生。“I’m David”銷售的是城市休閑服裝，“Scofield”旨在打造一股英倫風(fēng)，“Mind Bridge”和“Gather Jewels”走的都是常青藤聯(lián)盟預(yù)科學(xué)校的學(xué)生風(fēng)格。
這些品牌看起來或許像模像樣，但它們很難與優(yōu)衣庫(Uniqlo)、Zara以及H&M抗衡，這三大外資品牌在附近都有自己的門店。
中國正力圖通過刺激消費(fèi)支出來平衡經(jīng)濟(jì)結(jié)構(gòu)，以擺脫嚴(yán)重依賴工廠及地產(chǎn)投資的增長模式，上文提及的這類品牌反映出了中國在這個過程中所面臨的挑戰(zhàn)和機(jī)遇。
中國消費(fèi)者喜歡外國商品。不論是運(yùn)動鞋、汽車、電視、手機(jī)、化妝品抑或是尿布，調(diào)查結(jié)果都是外國品牌占優(yōu)勢。
中國市場研究集團(tuán)的雷小山(Shaun Rein)表示，中國民眾相信外國品牌不會偷工減料，而且與本土品牌相比有更加深厚的品牌傳統(tǒng)。
中國的未來并非只取決于消費(fèi)品牌的發(fā)展?fàn)顩r。中國已經(jīng)開始在基建等領(lǐng)域向外輸出專業(yè)技術(shù)，并有望獲得盈利。
但消費(fèi)品領(lǐng)域的品牌建設(shè)仍然非常重要——品牌具有知識產(chǎn)權(quán)和商譽(yù)，這能帶來更高的利潤率以及更大的利潤規(guī)模。
Superbrands China的阿諾•迪班(Arnaud Debane)表示，中國本土品牌甚至已經(jīng)開始在低成本智能手機(jī)、電視機(jī)等商品化程度更高的復(fù)雜產(chǎn)品領(lǐng)域取得進(jìn)展。（中國進(jìn)出口網(wǎng)）
In the New World Department Store of CBD Chengdu China, you will find that fast fashion clothing which you can see in any second-tier cities in the United States or Europe.
Many stores’ signs are in English, but their brands are strange. "I'm David" sales urban casual clothing, "Scofield" designs to create British style, "Mind Bridge" and "Gather Jewels" go the Ivy League prep school student style.
These brands may seem big, but it is difficult for them to compete with Uniqlo, Zara and H&M, all of which have their own stores in the vicinity.
China is trying to balance economic structure by stimulating consumer spending, in order to get rid of the growth model heavily dependent on factories and real estate investment. These brands mentioned above reflect the challenges and opportunities for China in this process.
Chinese consumers prefer foreign goods. Whether sports shoes, cars, TVs, mobile phones, cosmetics or diapers, Survey results show that foreign brands dominate.
Shaun Rein from China Market Research said, Chinese people believe that foreign brands will not cut corners. Compared with local brands, they have a more solid brand tradition.
China's future is not only dependent on the development of consumer brands. China has output expertise in infrastructure and other areas and is expected to be profitable.
But brand building of consumer products is still very important - brand has intellectual property rights and goodwill, which can lead to higher profit margins and greater scale.
Arnaud Debane from Superbrands China said that China's domestic brands have made progress in low-cost smart phones, televisions and other complex products with higher-degree commercialization.
許多鋪面掛的都是英文招牌，但店內(nèi)服裝的品牌名稱卻令人陌生。“I’m David”銷售的是城市休閑服裝，“Scofield”旨在打造一股英倫風(fēng)，“Mind Bridge”和“Gather Jewels”走的都是常青藤聯(lián)盟預(yù)科學(xué)校的學(xué)生風(fēng)格。
這些品牌看起來或許像模像樣，但它們很難與優(yōu)衣庫(Uniqlo)、Zara以及H&M抗衡，這三大外資品牌在附近都有自己的門店。
中國正力圖通過刺激消費(fèi)支出來平衡經(jīng)濟(jì)結(jié)構(gòu)，以擺脫嚴(yán)重依賴工廠及地產(chǎn)投資的增長模式，上文提及的這類品牌反映出了中國在這個過程中所面臨的挑戰(zhàn)和機(jī)遇。
中國消費(fèi)者喜歡外國商品。不論是運(yùn)動鞋、汽車、電視、手機(jī)、化妝品抑或是尿布，調(diào)查結(jié)果都是外國品牌占優(yōu)勢。
中國市場研究集團(tuán)的雷小山(Shaun Rein)表示，中國民眾相信外國品牌不會偷工減料，而且與本土品牌相比有更加深厚的品牌傳統(tǒng)。
中國的未來并非只取決于消費(fèi)品牌的發(fā)展?fàn)顩r。中國已經(jīng)開始在基建等領(lǐng)域向外輸出專業(yè)技術(shù)，并有望獲得盈利。
但消費(fèi)品領(lǐng)域的品牌建設(shè)仍然非常重要——品牌具有知識產(chǎn)權(quán)和商譽(yù)，這能帶來更高的利潤率以及更大的利潤規(guī)模。
Superbrands China的阿諾•迪班(Arnaud Debane)表示，中國本土品牌甚至已經(jīng)開始在低成本智能手機(jī)、電視機(jī)等商品化程度更高的復(fù)雜產(chǎn)品領(lǐng)域取得進(jìn)展。（中國進(jìn)出口網(wǎng)）
In the New World Department Store of CBD Chengdu China, you will find that fast fashion clothing which you can see in any second-tier cities in the United States or Europe.
Many stores’ signs are in English, but their brands are strange. "I'm David" sales urban casual clothing, "Scofield" designs to create British style, "Mind Bridge" and "Gather Jewels" go the Ivy League prep school student style.
These brands may seem big, but it is difficult for them to compete with Uniqlo, Zara and H&M, all of which have their own stores in the vicinity.
China is trying to balance economic structure by stimulating consumer spending, in order to get rid of the growth model heavily dependent on factories and real estate investment. These brands mentioned above reflect the challenges and opportunities for China in this process.
Chinese consumers prefer foreign goods. Whether sports shoes, cars, TVs, mobile phones, cosmetics or diapers, Survey results show that foreign brands dominate.
Shaun Rein from China Market Research said, Chinese people believe that foreign brands will not cut corners. Compared with local brands, they have a more solid brand tradition.
China's future is not only dependent on the development of consumer brands. China has output expertise in infrastructure and other areas and is expected to be profitable.
But brand building of consumer products is still very important - brand has intellectual property rights and goodwill, which can lead to higher profit margins and greater scale.
Arnaud Debane from Superbrands China said that China's domestic brands have made progress in low-cost smart phones, televisions and other complex products with higher-degree commercialization.
