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Reflection On Traditional Culture Marketing Of Shoes And Clothing Enterprises

2008/7/22 14:45:00 16

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In June 20th, as the Hollywood introduced the blockbuster Kung Fu Panda in the national cinemas on schedule, even if there was a boycott of Zhao Bandi, the panda still captured the hearts of the Chinese with an irresistible gesture.

A story in Chinese martial arts movies has long been unbearable, because the whole movie is full of thick Chinese flavor from head to toe, and it attracts many spectators.

Kame Sennin's Confucianism and Taoism, freehand brushwork of bamboo and forest landscape, simple gown, short gown, exquisite carving and painting, vigorous fighting skills, and even the panda props used in the propaganda of the movie, Kung Fu Panda are all articles of Chinese elements.

So a film full of Chinese cultural value created a snowball profit value with the movie's release.

In fact, in recent years, no one has noticed the value of Chinese traditional culture, such as the traditional cultural connotation signboards of fashion enterprises in shaping and promoting clothing brands.

However, a difficult problem facing Chinese garment enterprises is how to manage the cultural essence left behind by the ancestors and bring profits to them.

China's element fashion industry

China's 5000 year history of civilization has created many elements with rich national characteristics, such as ink and wash calligraphy, pavilions, paper cuts and window screens.

On clothing elements, there are materials such as silk, techniques such as embroidery, modeling, such as Tang suit and so on.

Most famous clothing brands pay attention to the details of the costumes. In the world of Chinese culture, more and more Chinese elements appear in the T stage, and are haunted by fashionable people. These are attributed to the importance and application of Chinese elements in clothing enterprises.

Doing a national element will eventually achieve a brand, and a good brand will surely lead the garment enterprises to develop towards a healthy trend.

Qipai men's wear has always been the "Chinese collar" as its fist product, which not only conveys the Chinese elements, but also successfully molded its own clothing brand because of its characteristics.

From the first half of 2003, when the launch of the brand was launched, the sales of the collar sales accounted for 20% of the total sales in 2007. Qipai men's clothing had seen the dawn of the brand operation of national elements from the national element of the Chinese tunic suit.

Of course, if we want to make a brand with Chinese elements, it is by no means a temporary carving and decorating. It is often advocated by the idea.

In the application of Chinese elements, clothing enterprises will probably do enough ideas.

The idea of Qipai men's clothing is to build up a national ambition and create a world famous brand, and the tangible endorsement that conveyed this invisible idea was once Jet Li, a Chinese Kungfu emperor.

In addition, in the advertising slogan - "seven cards, the men's clothing in the world", it also gives people a sense of national pride and self pride.

Not only do we emphasize the application of Chinese cultural elements in clothing details and company philosophy, but also do not forget to rely on Chinese culture in the planning and promotion activities of its clothing brand.

Ordifen's 2007 "Datang Fengyi" underwear culture theme activity started from the Tang Dynasty with an open atmosphere, and even pulled out the banner of the "after the sky", which is in line with the demands of the independent and fashionable white-collar women in today's society.

It should be said that in the past ten years that we have been exploring the value of brand superiority from Chinese culture, Ordifen has been leading the fashion trend in the underwear world. Ordifen must have seen the great potential energy and value of Chinese culture. Therefore, with the application of Chinese elements, the Ordifen people valued the Korean culture with distinctive characteristics in 5000 years of civilization history, so we can see the historical and cultural shadow of the dynasties in the Ordifen's brand planning activities in recent years, such as the theme of "Qingyue elegance" in 2006, which is based on the history and culture of Qing Dynasty.

Reflection on the process of using Chinese elements in service enterprises

The mystery of Oriental culture is much more to the international market because of its Chinese elements. Because of this, large and small garment enterprises will make great efforts to make a big fuss about national culture and national elements.

These five thousand years of historical accumulation, the ancestors still left us a lot of things worth exploring and reusing, the key is what we look at the elements of national culture.

Some enterprises inherited but did not develop adaptable, so they inevitably gave the impression of being dull. Some enterprises inherited, but because of their improper development offset the connotation of the national elements themselves, they would be criticized.

Looking back at the famous clothing brands in the international market such as GUCCI and DIOR, they are always able to make good use of popular elements to grasp the fashion pulse and earn a full pot when the Chinese wind prevails.

Of course, under the background of strong brand culture, these international enterprises can be described as gold in making straw sandals, and they are selling a culture.

So how can we use the Chinese elements to play the fashion market?

The starting point of Yi Wen is a good reference.

In an interview with reporters, Ms. Yiwen, President of Xia Wen Hua, once said that they attach great importance to the use of Chinese elements in clothing, but she also said that the use of Chinese elements is not to make cheongsam or Hanfu, but to pay attention to details and integrate Chinese elements with international elements. She even affirmed that the strength of describing Yi Wen to reporters is brand culture.

In the final analysis, brand and culture should be followed by a simple sign of equality.

Looking back, the success of Kung Fu Panda has made good use of Chinese cultural characteristics as its selling point, whether it is the establishment of the keynote of film concept, the application of national elements, or the promotion of movies. Kung Fu Panda always pays attention to the core of the Chinese nation's culture.

This example of "profit for China" has stimulated people's senses more than once, such as the previous animated film "Mulan", for example, more and more attention has been paid to the application of Chinese elements in international fashion.

In China, which has always advocated "making foreign things serve China", we should really reflect on and utilize our own culture. In the aspect of clothing and clothing's guidance to the international market, we hope that Chinese clothing enterprises can well carry the traditional culture to create and popularize this banner.

A steamed bread can still cause a murder case. We hope that a panda can also evocate a trend.