Shimada Koji: China Will Produce The Local Luxury Clothing Brand.

What is brand?

Can a name be called a brand?

Shimada Koji made the opening remarks with such questions.

As a senior Japanese brand expert, Mr. Dao Tian's understanding of brand has gone beyond the stage of sensibility, theory summarization and regress to sensibility. Therefore, listening to his brand name is always justified.

Brand is not just a marketing tool.

"Brand actually involves the relationship between people.

In a simile: a shop is a person's face, a body is a commodity, a left hand is a service to the customer, a right hand is a sale and a management, and the left and right feet are advertising and a network, and the most important is the head, which is the general idea of the operator's thought and brand.

Brands run fast and run slowly, and their hands, feet and heads need to cooperate with each other to run faster. The most important factors of these brands are not the same.

Shimada Koji answered the first question of brand elements.

In his view, brand is a kind of comprehensive quality, a dream combination of various elements, a pulse of living pulse, rather than a hemiplegia with necrotic nerve ending.

The general principle of the brand is analyzed, and Mr. Tian Tian refines the unique industry characteristics of the clothing brand.

"Every clothing brand has a heart. Brand positioning determines the sales method. Every brand should ask itself:" what kind of customers do I have to face?

Is it a public or a specific group?

This is the main feature of the clothing brand, because clothing is closely related to the shape, internal accomplishment and social status of the consumers. Customers are tall, short, fat and thin, with the distinction of hot girls and ladies. There is a gap between Xi Li Ge and the two generation.

These are the first concerns of the big managers of clothing brands.

In addition, for clothing enterprises, brand is not just a marketing tool, its real significance is how to contact with customers.

For example, if you just advertise blindly, sales performance may surge temporarily, but customers will soon be fed up with it.

Nowadays, consumers are very individualized. If brand advertising is not loud enough, they will think that the brand does not exist; if they advertise for their lives, they will think that the brand is not pure motives.

Mr. Dao Tian takes the two luxury brands of LV and GUCCI as an example. "Why can they develop for a long time?

It is mainly because they choose excellent customers, advertise for them, serve them, and brand performance will continue to grow - they use their brains to use their hearts.

Small and medium-sized brands should compete in small circles.

For the question of how to accurately locate the medium and small clothing brands, Mr. Dao Tian has come up with a survey chart, which shows the sphere of influence of the size and clothing brands represented by big circles and small circles.

"The customers of big brands will be very accurate, with high, middle and low end sharing very clearly.

The economic capacity and quantity of the customer layer are also carefully considered, so that we can have a definite purpose in propaganda.

Mr. Dao Tian combined with charts and charts carefully analyzed, "small and medium-sized clothing enterprises are not strong in economic strength and customers are not many, so do not blindly compete with big brands.

For example, there are dozens of brands with main leisure styles, and the competition in this circle is fierce.

In that case, why not shift the strategy to another circle?

For example, professional women's clothing, assuming that only three brands are more famous, then the competition will be smaller. If you join in, you will have a lower price and a little difference in style.

In an interview with Tao Tian, it has been emphasized that small and medium-sized garment enterprises must identify this point and not compete in a big circle at any time.

China's small and medium-sized brand clothing market is still very large, we must carefully enter the Red Sea and find our blue ocean.

Speaking of which brand of clothing is the most impressive in China, ONLY and VeraModa first developed rapidly in China, and then listed three brands of pure Chinese blood: Lady house, nwei and JNBY.

Learn from others' experience

Japan is a big country of luxury consumption, and there are many experiences that Chinese counterparts can learn from.

For example, the customer service level of Japanese enterprises is recognized worldwide.

"The brand education of employees is very strict. The guide is not only very familiar with the products, but also polite in all aspects of speech and behavior, and also takes the role of" fashion director "and" fashion consultant ".

China is not doing enough in this respect at present. "

Mr. Dao Tian also gave a counterexample to a Japanese brand: "TOYOTA" is a famous brand in the world, but "TOYOTA brake door" also reminds us that making a brand is not just once and for all.

"The bigger the enterprise, the more distant the relationship between the top and bottom is, and the middle is separated by many layers. The message may be distorted in the process of pmission.

So communication is very important.

Many enterprises in China should submit reports to their superiors every week, because the front-line staff report the situation to the boss, so the boss can know the following situation.

After investigation, many Chinese shop heads are also working hard to write reports, and some even take 3 hours to write a report, but they do not really know the following.

In fact, as a store manager, he must master the first-hand information of a shop, and write a report is not an end, but a key point should be recorded. "

Mr. Tian also made specific suggestions: "China is now learning many countries' experience, but countries have many different experiences and are not able to learn at once. If they feel this good, then they will not learn well either.

You should find a person who is most helpful to you now and learn to learn something else. "

To deal with the negative news of the brand, Mr. Dao Tian also introduced the experience of Japanese counterparts.

"Japanese enterprises have a set of crisis management mechanisms, there is a management process manual, high-level, middle and terminal how to do this situation, there will be detailed plans.

Every manager should know what he knows and how to deal with it.

The brand must have such a whole norm, so that we can develop steadily.

The time has come for China to become a luxury brand.

Fashion fashions are closely related to the times. For example, the BURBERRY windbreaker was born in the British Army's senior uniform during the first World War.

In twenty-first Century, known as "China's century", Mr. Dao Tian feels that under such a background, China is likely to have local luxury brands, for three reasons:

First of all, the Olympic Games and World Expo's backdrop will surely lead to great progress in Chinese brands. Secondly, in China, more and more rich people earn more than 30 million yen a year. Before GDP was Japan's leading China, and now China is leading Japan. The pformation of the great economic situation has laid the foundation for the growth of Chinese brands. Thirdly, China's population growth rate is decreasing, and China's economic development will be faster by 2025.

According to Dao Tian, luxury brands in China are likely to appear in all industries, but according to the general rule, they will be born in the fashion industry, followed by the home decoration industry.

Mr. Dao Tian said he took part in three exhibitions in March and tried to introduce Japanese products to China.

But in the exhibition, he found that Chinese preferences are closer to those in Europe than in a strip of water. It will be hard to sell Japanese products directly.

He also found that cooperation with Chinese designers is a good way, such as this time working with CHIC, a Chinese designer, to combine Japanese fabrics and crafts with Chinese design, and the effect is better than that of Xie Jiaqi.

(thanks to Miss Li for the plation of the interview).

Put forward:

Brand is actually a relationship between people.

In a simile: a shop is a person's face, a body is a commodity, a left hand is a service to the customer, a right hand is a sale and a management, and the left and right feet are advertising and a network, and the most important is the head, which is the general idea of the operator's thought and brand.