The Poor Culture Of Clothing Industry Leads To Brand Crisis.

He said that the reason why the brand will fail in business is bound to have its reasons. In twentieth Century, some of the big brands became no force to continue to support. The biggest reason is the cultural anaemia. Taking the statue of Florence is very great. Many people are looking at it. This is like a brand custom being looked up, and it is considered that it is born with beautiful quality.

So slowly it will forget that it is the nutrient of culture that makes it have a good figure. If you stand tall on your stage, you will forget to continue to maintain the reason why it stood tall, that is, cultural factors. Then it will become such a big guard.

What does David like this mean?

Instead, those big companies that broke down, the credit they supported was different from the current explanation of credit. At that time, it was like Mica Lan Giro who made David with his insistence on art, but we forgot that it was because of the nutrition of the culture that could support the big guard, so David would slowly deform.

Cultural anemia, the result of obesity will cause this.

In the case of cars, a few months ago, GM also apologized to everyone. What's the matter?

What has happened to such a good car company and made it come out to Chengdu to apologize to everyone? They forgot the culture they insisted on when TOYOTA was created then, and what their pursuit of culture was left behind.

The pursuit of unlimited sales volume and the profit increase every year should be increased. When he insists on raising profits and expanding sales volume, he will sacrifice his original insistence on quality. This is what director Cai constantly hopes to experience through his own film creation experience, telling you that in fact, your insistence on the work itself can keep you going.

So the car is so, so is clothing. This famous brand was also collected not long ago. Why?

Will these famous brands disappear one after another?

Because in our market, we began to focus on numbers and not on quality. I told my own car, and the good car was also far from the quality of the car I bought 15 years ago. It means that the world has been in the past 20 years or 30 years. As we pursue the infinitely large expansion and rapid expansion with the west, we begin to sacrifice the way we insist on.

That culture is the pursuit of beauty, goodness and truth.

What are the fourth ways to save?

Enterprises should set up cultural leaders, enterprises have executive officers or are called chief executives in our mainland, and there are financial executives in all kinds of supervisors. But no one is in charge of culture. Usually, we put culture together with marketing. This is wrong. The culture length is CCO.

We plated to become chief culture officer, but I don't like the word "Guan" very much, so I still call him "culture long".

The new book, published in 2009, is devoted to explaining what kind of help the cultural leader will have for a company. He has cited many examples in which he can create a brand that can breathe and live, and what kind of cultural force can sustain it, instead of making good results on the report every year.

The responsibility of the cultural leader is to look more truer and think deeper.

To let the brand be respected, that is, to be respected, and to be loved, is a very important thing that must be ignored.

We usually pay attention to a brand, which is more than the biggest. My output is the highest and my quality is the best.

But few people ask themselves if my brand will be loved. What is love?

If we decide to take away this brand today, will anyone cry?

If no one will cry, just say it's a pity. Then turning your company off is not being loved. The brand that is not loved is easily overthrown. Why did Apple Corp not overthrow it? That is, too many people love it.

The task of the cultural leader is to observe carefully the changes in the nutrient content of the culture.

The cultural changes in the next ten years must be carefully observed and understood, and how it will affect the development of enterprises.

To understand these factors of cultural change, I use it as a book to report to you, that is to say that the world is flat. Thomas frima, whose second book is called the world is ripe and flat and crowded.

We can see from this book how the culture grew, the earth was the same length, but I was born in 1950, when there were more than 2 billion 500 million people on the earth. When I made this watch, two thousand years in 2008, there were 66 million people at that time. In 2020, ten years later, there were 7 billion 570 million people on the earth.

Imagine that our room is so large that we allow people to squeeze in again. We will probably feel sweaty, or it will be difficult to breathe.

Our planet is also faced with such problems.

This curve has doubled from my birth to now, so he called it crowding.

The earth is so crowded. Let's squeeze it in and squeeze it. Is there any difficulty?

There are many problems with squeezing and squeezing. This is a child born in 2020 when he was about 10 years old, and 10 years old is probably the image of a child in my photo. This child will have two kinds of land at the same time on the ground. In one place, he will step on two kinds of land, one is completely dry, the other is rapidly flooding. The picture on the right is taken in Belgium. Why did the drainage ditch fail to go out and cause flooding in 2003?

Because of the heavy rainfall that happened in 2003, it was only thought that the climate was abnormal.

The very climate in 2020 will become a normal climate, so you will see that the children standing there are not dry or flooded.

This is called heat, because it is too crowded, so we used too much carbon dioxide, using too much carbon dioxide emissions results, we let the earth's temperature rise, the temperature rise caused the abnormal climate, the abnormal climate is will become dry or wet.

What does that mean?

Ladies and gentlemen, please look at these three words. Maybe you can't see them. The bottom right ring is K, the middle one is T, and the upper one is called Z.

What does it mean?

I was 30 years old when I was in 1980. When I was 30 years old, I had a computer on my desk, but I didn't pick up the computer as simple as I can now. It's a very heavy computer. The computer is much worse than the computing power I've got on the stage now. But how far is it?

The whole computer capacity is calculated by K.

I will be 60 years old until 2010. That is to say, I am 30 years old when I was 30 years old. The people on our table went to T. In another ten years, when I was 70 years old, he was also 30 years old when he was born in 1990. At that time, his computer was Z, K, T and Z.

It is not to say how advanced this computer is, not to report this to you. It will be 30 years apart from the two preceding reports, and the other two are 10 years apart, but there is a difference of 1 billion times between the two. From K to T, progress has been expanded or expanded 1 billion times, and from T to Z has also expanded by 1 billion times.

You can see that there are 9 zeroes on the right, and 9 zeros increase 1 billion times.

What do these 9 zeroes mean?

What is the impact on our culture?

What is the impact on our brand management?

It looks like this.

The 9 zero represents that when we communicate, when we communicate with our users, the scale and speed of processing information are 1 billion times.

So the past thirty years have improved 1 billion times, and the next ten years will progress 1 billion times. We are expanding 1 billion times in the next ten years, from the past thirty years to the present speed to the next ten years, so we must learn to control the scale and speed. If we do not, we will not know how to deal with such scenes.

Therefore, the final conclusion would like to report to you on the new cultural brand of the post financial tsunami.

The word "brand" is called BRAND in English. Its research started in 1950. Although there was such an English word before, it really began to be studied in 1950s, that is, after the two World War. Why did everyone start to study the word "brand"?

Because at that time, when TV became a household, especially in the United States, TV sets began to think of brands with TV sets. If there were no TV sets, the brand size would be too small to do too much research and expand a lot of brands, until the television became the world's brand.

But in the next ten years, communication will no longer be popular. This is what director Cai has reported to you. It is a result of clustering. Why is it a crowd? In fact, when the popularity reaches a certain level, the public is not unusual. Everyone becomes the same thing. So the same thing becomes different. Everyone in this picture is looking at something in his hand. They are holding a small screen to see that the nutrition of the brand comes from the understanding of the meticulous minority culture.

What is called meticulous small group, is a group of small group of people must understand, your product may have to start this kind of communication and this way is produced, we have been unable to be produced, do a lot of many pieces of public products, of course, but the curve is not so rising, a certain curve is so flat, this is to make a report with you.

Why is that so?

This is a chart that can see the environment and communicate product behavior. In the past fifty years, the study of brand is the first thing that focuses on the brand. The second focuses on communication, and the practice of communicating with most advertising and marketing public relations. The better the product quality, the larger the volume and the larger the market share, the better.

Slowly, companies start to focus on the following, that is, products have to have proper environment for them.

Communication should start to see each other's interaction, and we should observe each other's behavior. We can't do that before. We can't watch TV at home, we can know what his behavior is, but now we can communicate with our users through the Internet. When we communicate like this, we fully understand his behavior and choice.

So that environment and behavior affect the way of product communication, so when you start to infiltrate from below to the bottom, you certainly will not be more popular.

The brand of FMCG is the brand we used to run in the past 50 years. We hope to sell it quickly, so that the consumer products will gradually become a niche brand of the interactive community. This is the general direction of brand management. Especially after the tsunami, how can we build a new brand after the tsunami?

Lao Tzu has a saying that "good is like water". I like it very much. Water is good for all things but not for competition.

It means to run our brand like water, not everywhere, but to welcome everywhere. As long as you are not big water or not, you will be welcome. Just like the river shown in our photo, if it is a trickle, I think this is the place where the brand needs wisdom. Einstein has said that for those who cherish the culture, he will never become a vicious competition. Cherish the culture and you will live in peace with everyone, even with your opponent.

So I finally use this picture to share with you that the horizontal axis is a perceptual axis. The vertical axis is a rational axis. We run the brand, because we do not know us, so we do not respect us, because the business is very good, we respect, because we do not know that we do not love us, to know us, so deeply in love with us, there are four aspects.

The first time when we first came out, it must be very hard, because no one knows us, neither respect nor love. Even if we want to do anything, we will not respect or love it. The reason is because we do not know. If we work hard, everyone will begin to respect, but not yet love you. When others sell cheaper than you, it will change to others. Why?

Because he does not love you, if he loves you, he will not do so. What we really want to do is to respect and love this piece. It is very difficult to manage, because let others love us and ask ourselves every day, if I disappear from today, will anyone cry?

Crying people love you, because he can't bear you, so this is the thing that we brand people must really take care of seriously.

But some people take a shortcut to take a kind of love and disrespect. Do not go this way. This is the so-called popularity. Because popularity is a few months away, so it is not worth running. What is really worth running is to go up first to the right or directly to the top of the right.