Interpretation Of China Fashion Convention: The Path To Ascend The Brand Highland

　 Interpretation of China fashion conference five

More and more companies are focusing on "soft power", and the cultural revival of China's garment industry may be starting.

"The beauty of industry comes from the power of culture." Introduction to "culture power", chairman and CEO Yang Shitou of Chi cube group

Guest speaker

Xie Guorui Blackberry president of China

Wang Zhongjun, chairman of Huayi Huayi Brothers Media Corp

Sina vice editor in chief

He Haiming, deputy director of CCTV advertising management center

Summing up people

Zhang Rongming, chairman of Beijing AI Underwear Co., Ltd.

I believe that many people have seen Li Na's embrace of the Susan Landgren cup after winning the French Open. Wearing a picture of a Chinese brand of Chinese wind gown under the Eiffel Tower will feel that the strength of Chinese brands to rely on cultural elements can not be underestimated.

In fact, after achieving output first, export first and consumption first, China becomes the world. Clothing industry The first big country has long been universally recognized by the international world. However, it is far from being a strong garment country, and it is also a fact that the Chinese garment industry has to admit.

How to become a powerful country in garment industry is a historical proposition related to the overall situation of the industry. Clothing consumption is a kind of consumption behavior under certain production mode, life style or survival state. It naturally has certain characteristics of the times, regionalism and nationality. It embodies the aesthetic orientation, values, ways of thinking, beliefs and living customs of a region and a nation. This is the cultural attribute of clothing. Therefore, Du Yuzhou, President of the China clothing association, pointed out that in the new era, the cultural value of clothing exceeds its use value and exchange value and becomes the leading value. When people buy a piece of clothing, they tend to focus more on its cultural value and aesthetic value, and buy a spiritual enjoyment or aesthetic experience, or spend money on a symbol.

　　 However, at present, many Chinese clothing brands obviously can not do this.

In 2010, Bosideng The output value of export reached US $185 million, up 16.3% over the same period last year. On the basis of insisting on down garments as the main business, Menswear also showed a good development trend in expanding overseas markets such as Britain. But Gao Dekang, chairman of the company, still felt that his brand was lacking in culture.

"In the process of opening up the international market, we find that China's independent clothing brands are not inferior to many famous international brands in terms of product quality, fabric technology, production technology, and even better than them. However, our independent clothing brand still lacks some culture and accumulation, "Gao Dekang said." many famous international brands have decades or even hundreds of years of history, and our brand is generally not established for a long time, and there is no way to complete the process of brand culture accumulation from products to brands to international brands.

In fact, it's really too early to build up the history of Chinese brands only for twenty or thirty years. But we really need a good start to create brand culture.

"What enterprises need to do is change the way of development, make use of culture to create value, increase the added value of products, complete the brand contribution, and achieve sustainable development." Chen Dapeng, executive vice president of China Apparel Association, said.

"The growth of Chinese women's fashion industry is closely related to the unique corporate culture and brand culture." Design director He Shujun said.

Chavin is home to Shenzhen's costumes. Clothing market At present, there are more than three hundred stores in the country, which are distributed to the provincial capitals and first tier cities, including Beijing, Shanghai, Shenyang, Xi'an, Hangzhou, Chengdu and Shenzhen.

"Pure commodities only have labor value, this value is limited, and to convert commodities into brands, we need to endow commodities with intangible cultural symbols, commodities can be copied in a short time, and culture is not a day's work. It is unique, unreplicable, and endless brand power." He Shujun said.

She advocates the authenticity and freedom of the "natural inaction", and what the company needs to do is to analyze the emotional needs and aesthetic elements of the contemporary women, combine this cultural spirit with the needs of consumers, and "sell a fashionable attitude towards life", which is the top priority of the company's failure to work. {page_break}

　　 Compared with the new brand awareness, the traditional brand has also turned its attention to cultural construction.

The market war of today's clothing enterprises is, in the final analysis, a brand war and a cultural game. In order to achieve considerable development, clothing enterprises must take culture and brand building as a strategic support and traction for business development. Zhou Shaoxiong, chairman of the seven wolves, said that the construction of brand culture can not only give brand personality and characteristics, enhance brand value, but also maintain and expand the market share, and make the brand image a key to consumer recognition and loyalty.

For this reason, the seven wolves have upgraded their brand strategy several times, aiming to deeply rooted brand culture in the minds of the target consumers.

In August 21st, thousands of agents and distributors from all over the country were on the spot at the 2012 spring and summer new product ordering place of seven wolves. They will give applause to Zhang Hanyu, the company spokesperson dressed in seven wolf new clothes.

As China's movie king, Zhang Hanyu's cooperation with the seven wolves began in 2010. At that time, the seven wolves were better able to interpret the brand culture, invited Honglei Sun, Zhang Hanyu, Hu Jun, Lu Chuan, Chang Chen and other stars to join, and the advertisements from five people were attracted much attention. Just a few days, the demand of Youku in the video network station exceeded seventy thousand times.

"The depth of the seven wolves brand culture has aroused the sympathy of the audience. I am afraid this is the important reason why it has received widespread attention." The company's stakeholders said that the five stars explained the spirit of Chinese men in the new era, which is also the third improvement of the company's brand culture strategy.

"The future development of the seven wolves will represent a kind of Chinese spirit." Zhou Shaoxiong said that the reason why the seven wolves have been recognized by Chinese consumers for a long time is that the cultural connotation of the seven wolves represents the fashion experience and inner appeal of many consumers, reflecting the change and development of the mainstream spirit of the new era in China.

In fact, as the representative brand of Chinese men's wear, since its establishment, the seven wolves have been committed to building their own brand culture. From "wolf culture" to "man is more than one side", we constantly upgrade our brand culture.

"Behind the brand is culture, culture is tomorrow's economy," Zhou Shaoxiong said. "From the operational point of view, we hope to form a comprehensive docking between our products and brand culture."

Men's clothing brand Li also agrees with this statement. "A shirt is not sold well enough to sell eight thousand yuan," said Wang Liangxing, the president of the company. "Therefore, we should use creative methods to make clothes into art works and to give culture to clothing."

Under such a concept, aiming at the fast pace of life and the quality of life of modern business people, the company put forward a "simple but not simple" brand culture proposition. The company's plan is to draw on the successful mode of international mature brands, explore the dress requirements and inner emotional world of consumers, establish their own brand core values, and create cultural connotations.

"When China becomes the source of the world's brand and the brand highland of Chinese Cultural Renaissance, it will achieve a real leap from manufacturing in China to China." Famous brand expert Li Guangdou said. In fact, more and more companies are focusing on "soft power". The cultural revival of China's garment industry may be starting and attracting more attention. {page_break}

For example, the four directors of Boxill Hathaway, represented by Buffett, Bill Gate, chairman of international broadband network infrastructure and communications company Scott, are all clients of the "creation" suit of Dalian Dayang enterprise group.