China’s successful accession to the WTO has sent a positive signal to Chinese companies. However, in the face of all kinds of good information, we should also see that after joining the WTO, we should vigorously develop the brand economy. Only by establishing brand awareness can enterprises ensure that their products can gain a place in international competition. Many Chinese enterprises seriously lack experience in international operations, have few global brands, lack market appeal and multi-regional reach, and lack market image and corporate financial transparency. These are our weaknesses. Today is the era of brand economy. After joining the WTO, competition in various industries is not only competition within the industry, but also competition from outside the industry. What many industries in our country lack is not quality, but international brands and international business experience. We must create our own flagship products and build an international brand. China generally does not have strong brand awareness and lacks well-known brands. As a large country, many companies are still stuck in the stage of "what do you want, what do you do?" and "what do you have, what do you sell?" They blindly rely on foreign trade agency orders instead of cultivating their own brands, and are unable to face the international market. Although there are some brands that are emerging in the country, there are only a few that are truly influential. Therefore, after joining the WTO, it is imperative for enterprises to implement brand strategy. 1. How to build a brand Although building a brand has become the common knowledge of domestic enterprises, experts from Bajie, the leading network for trademark transfer in China, believe that many enterprises currently have a one-sided understanding of brand building. In the brand planning of enterprises, we must pay attention to the following: First, building a brand is a systematic project. In the past few years, enterprises all knew that famous brands are easy to sell and can be sold at high prices, but when it comes to branding, they regard the brand as a trademark, with all their efforts and thoughts. Let’s focus on how to imitate famous brands. The result of collective following the trend is that everyone is the same. Consumers only know the product but not the brand. Enterprises produce the same products as famous brands but cannot obtain the high profits of famous brand products. Second, use the personalized marketing model to create a personalized brand. Single product personalization can easily be borrowed and imitated by other companies. Once it is cloned in large numbers, the personality of the product will no longer exist. Personalized brands are different. The more obvious the brand personality is, the less likely it is to be cloned. Third, achieve breakthroughs in brand personalization 1) Brand positioning In general, positioning should be carried out from the following aspects: 1) The concept of brand: It tells the origin and history of the product, providing consumers with an understanding of the connotation of the product. understand. Products from design to packaging and related publicity are all centered around the concept of the brand. For example, when establishing a brand concept for sports and leisure clothing, a story can be defined as the contrast between strength and beauty. In this way, the product's The design is carried out to reflect the beauty of strength and the vitality of young people. The packaging of the products will also become more avant-garde or fashionable, and the promotion will also use young idols or sports to reflect it. 2) Brand style: The image of the product in the minds of consumers and the characteristics it is recognized for can be divided into formal wear, daily casual wear, casual wear, sportswear, fashion, etc. Each type can be divided into rough, traditional, avant-garde, etc. 3) The brand's service target: the people the product is suitable for wearing and the background of these people. 4) Brand design features: mainly reflecting personalization in terms of trademark, style, appearance, fabric, color, etc. 5) Brand price design: Determine the series prices of different products and different brands in the market. 6) Brand services: Provide a series of services during and after sales. 2) How to achieve product brand positioning? Brand planning of clothing companies Modern consumers pursue individuality and express themselves. The reason why ?Hanbok?is able to sell well at home and abroad is that it captures the psychology of the times and the style that consumers need to display. KOOGI is a well-known brand in "Hanbok".

The reason why it has become a well-known brand is not because the five letters "KOOGI" are closely connected with the four numbers "5001" to suggest to consumers that its clothing is very avant-garde and will not be outdated even if the time spans to 5001. Rather, it is a concept that It is because it can comprehensively use the combined means of market segmentation to position the market among the contemporary 15-20 people who have a lively, restless and even rebellious mentality, who desire to be avant-garde, trendy and strongly highlight themselves, and who always exude a youthful style. For the youth group, the brand is positioned as extremely avant-garde and alternative. At the same time, in order to reflect the personalization of clothing and avoid similarities between clothing, each KOOGI clothing is launched in small batches. Even if some styles seem to be the same, subtle differences produce different effects, such as: the position of buttons, the length of clothes, the matching of colors, etc. These marketing initiatives of KOOGI undoubtedly cater to the urgent needs of contemporary teenagers to stand out and be different, and are deeply loved by teenagers. Although KOOGI clothing is expensive. In the future, the market positioning of clothing companies should not simply stay on the basis of market segmentation with an excessive age range of 25 to 50 years old, nor should it stay on the simple occupational classification standard of "white collar" or "blue collar". We should not stop at "fashion, nature, comfort", which are abstract words that can be used by any clothing company and have nothing special about them. Instead, we should have a deeper understanding of consumption and proceed on this basis. market segmentation. For example: white-collar workers in foreign-funded enterprises and white-collar workers in domestic-funded enterprises, 25-year-old white-collar workers and 40-year-old white-collar workers. Although they all belong to the white-collar class, it is certain that their needs and understanding of clothing are different. Educated middle-aged and elderly people and uneducated middle-aged and elderly people, 50-year-old literate middle-aged and elderly people and 65-year-old literate middle-aged and elderly people, middle-aged and elderly people in cities and middle-aged and elderly people in rural areas, although they are all middle-aged and elderly people. Older people, but it is certain that their needs and understanding of clothing must be significantly different. Some people may ask, when all clothing companies without exception adopt scientific market segmentation standards and accurately grasp the individual needs of consumer groups, what advantages do companies have? You know, fashionable clothing will never be We will face a saturated market, not to mention that market segmentation is only a means of marketing. In order for clothing companies to effectively meet the increasingly renovated needs of consumer groups, they must conduct in-depth investigations and thorough understanding of this demand. This is a permanent issue for clothing companies. 3) Brand composition 1. Product own design. Brand planning of clothing companies. Product design mainly includes: 1) The brand's size series matching 2) The brand's size production quantity ratio 3) The brand's color system 4) The brand's style design 5) Selection of brand fabrics and accessories 6) Brand-like product quality requirements 8) Brand packaging 9) Brand design of various signage In this process, it is necessary to emphasize the close cooperation between the designer and the marketing department, and the designed products must be It is consistent with the brand personality and what the market needs. 2. Price positioning. Price competition is not the only means of competition for enterprises. Li Ning, a famous Chinese sportswear brand, is significantly higher in price than other domestic brands, but significantly lower than imported brands. Moreover, for young consumers with low or no income, the prices of Li Ning products are not high. Put more pressure on them. Therefore, companies can confirm the status of their products through price setting, and at the same time, they can clearly target their product consumption target groups. To achieve all of this, they must analyze the service objects before formulating appropriate products. price. 3. Brand promotion Brand image creation and promotion are important links in corporate marketing. Although there are various methods of brand promotion, in addition to product sales and word-of-mouth communication, they can be roughly summarized into two types: one is "direct sales" promotion; the other is "intermediary" promotion. "Direct sales" promotion is to promote the brand face-to-face to special consumers on the scene through social activities participated or organized by the enterprise; "intermediary" promotion mainly promotes the brand to the society through media advertisements, column comments, special reports, etc. The fashion show not only directly affects the audience face-to-face with its brand image and product style, but also provides the basis and material for the brand's intermediary promotion.

Therefore, performers must not only create a good on-site atmosphere, but also pay attention to the lighting and stage design requirements of photographers and videographers, and create conditions for the production of post-processing products such as TV films, special videotapes, and product brochures. 4. Customer service. Customer service is a very effective means of attack, and service can also create value and profits. Customers spend a relatively long time selecting clothing in stores and points of sale. Therefore, customer service plays a very important role in clothing product marketing, and it is also a good place to show your personality. Among them, in addition to the necessary basic courtesy and enthusiasm of sales staff, professional dressing knowledge and appropriate services are more critical links, because what they sell is not only products, but also the brand image and The spirit of the brand. 2. Brand extension 1. Multi-brand strategy The implementation of multi-brand strategy should be carried out in order to make full use of resources when the main brand style is outstanding. It should help companies expand their operations and improve their quality. Its implementation should follow several rules: First, the sub-brand rule. New York's "Donna" Karen launched the sub-brand "DKNY" in order to differentiate consumers at different price points. And the domestic sub-brand of "Septwolves" is "Dance with the Wolf"