Jiang Hengjie, Wu Jianmin, Speech Service Enterprise: Brand Building Culture First

2010 is the last year of the "11th Five-Year" plan. It is also a year to determine the 12th Five-Year plan. It stands at a new starting point. This year is the starting line to create a strong garment country, and the whole industry is also facing new challenges. Today, as value innovation has become more and more common, how can the clothing industry find opportunities for the development of its own brand will not only determine the direction of the development of its own enterprises, but also whether the Chinese garment industry can enter the world smoothly. clothing The key to the ranks of powerful nations.

A few days ago, I believe that 2010 will be an important turning point in China's garment industry. China should be the executive vice president of the China Apparel Association in the global textile and garment industry. Jiang Heng Jie President, led the clothing association four people, in early August, came to Shandong sulang clothing and apparel Limited by Share Ltd, on-site inspection of the brand building and technological innovation, and the current situation of the development of the success of the model. It is noteworthy that a Chinese garment industry foresight industry leader, a Chinese clothing industry dreamer, in order to achieve the same purpose of China's clothing power, held a long discussion to discuss the future development of China's garment industry.

　　 brand Core competitiveness is the key.

When Jiang Hengjie visited Shu Lang, he was impressed by the profound roots of the Confucian culture and his cultural connotation. Jiang Hengjie pointed out that in today's brand building, enterprises with dominant styles, channels with self control and strong brand attractiveness and reputation can establish their own unique style, including enterprise positioning, brand culture, product style shaping and so on. Through product, channel, service and other means, the brand culture can be conveyed to consumers, recognized and accepted by the market and consumers, and condensed into their own consumer groups, which truly has the core competitiveness of brand enterprises.

Wu Jianmin believes that the most important thing for a brand enterprise is to establish a brand language that is universally applicable. Many people think that the national is the world, but in Wu Jianmin's view, the world is the world, and the nation must integrate into the world to become the world. The difference and sharing of culture is a complex concept of time and space. Based on this, Shu Lang, with a strong cultural background, always pays attention to integrating the world language to interpret Chinese fashion on the road of brand building. He extends Chinese culture and Oriental Aesthetics in a broader perspective and dimension, and endeavours to create a sunny and healthy lifestyle for the whole human race, so as to advocate the promotion of sunny and healthy life.

Cultural innovation to realize the dream of 2020 great powers

At the same time, the domestic garment industry strives to make breakthroughs in this year as a turning point. The garment industry has constantly put forward the idea that China should move forward from a big garment country to a strong garment country. However, in the process of concrete implementation, China's fashion culture lacks the international discourse power.

In view of this problem, Jiang Hengjie believes that in London, Milan, New York, Tokyo and other world fashion centers, Chinese clothing should be accompanied by the improvement of national status and reputation and establish a permanent fashion style rather than a flash in the pan. The influence of Chinese clothing brands should be radiated around the world, creating a brand name that is recognized worldwide, leaving behind a story, connotation and touching brand culture and expressing it to consumers through the market. In this way, Chinese garment enterprises will have a strong global market control power, play a certain influence on the global market of garment market, and further enhance their ability to resist risks.

At the same time, the clothing industry should vigorously implement the brand innovation strategy, enhance the added value of the brand, build the brand ecosystem with the core of globalization, focus on cultural innovation, focus on the development of creative industries, take value innovation as the core, comprehensively improve the contribution rate of the brand, and take the development of differentiation as the core to realize the spanfer of brand strategy; finally, take resource integration as the core, and thoroughly realize brand innovation.

In Wu Jianmin's view, the brand is rigid, is the accumulation of culture, is the history can not be modified things, history can never be turned back, because time is one-dimensional, the value of the brand is reflected in the concept of time and space in the non replaces. In order to occupy a certain number of seats in the world, Chinese clothing enterprises must go out in a timely manner, and have to have a certain "foreign" trend of thought and the spirit of taking it. Without the courage to take it, Chinese clothing industry is difficult to go out of the world smoothly. Chinese garment enterprises should open their arms, strengthen exchanges and study, coexist together and flourish, and will win a place in the world clothing industry.

Clothing is always a jumping fashion note, belongs to the spiritual consumption of the cultural field, there will be much room to dig. The consumption potential of the 1 billion 300 million population in the next five years or even ten years will not be underestimated. This is a consumption trend and a consumption structure problem.

Jiang Hengjie hoped that he would maintain a good momentum of development so that enterprises could maintain their vigorous vitality and follow the existing brand culture. "China's clothing industry is a cultural industry and a smart industry. Only wisdom can develop greatly. At present, Chinese clothing enterprises must carefully clarify their thinking and operate steadily so as to make full preparations for realizing the dream of the 2020 powers.