Voice: Creative Convergence Energy

Toffler, a famous American futurist, pointed out who occupied it.

For Chinese textiles

Dialogue guests

Evergreen: President of Beijing garment and Textile Industry Association

Li Zhixin: President of Guangzhou Garment Industry Association

Zhao Weiguo: Dean and Professor, Department of fashion design, Zhejiang Sci-Tech University

Zhao Qian: Director of China Fashion Council

Li Kailuo: President of Bi LAN International Investment Consulting Co., Ltd.

Shi Jie: general manager and creative director of Hangzhou Jesse Fashion Co., Ltd.

Fu Luyong: Vice President, World Trade Center, Shanghai

Question 1

With the pformation and upgrading of China's textile and garment industry and the maturity and development of the creative industry, the added value of the brand generated by creativity needs no more.

Although everyone is talking about creativity, many people do not have a good understanding of it. What is the core of creativity?

Li Zhixin: China has developed into an era of modern creativity. It is changing from the role of followers to the role of leaders. Creativity is at the top end.

If the world is flat, creativity is a mountain with high uplift, overlooking everything in a flat world.

The essence of the new economy in the United States is knowledge and creativity. The new economy is the knowledge economy, and the creative economy is the core and driving force of the knowledge economy. The Americans have issued the declaration that "the capital age has passed, the creative age has arrived".

Creative industry is a combination of cultural awareness and creative commodity production. It includes fashion, product design, performing arts, film and television, art, music, architecture, advertising, computer software development, animation production and other industries.

Zhao Weiguo: as an industry, creativity has been greatly developed and enlarged in the 70s.

The most important function of the creative industry is to promote the upgrading of products, and to maximize the commercial value on the business platform. This is the core feature and goal of the creative industry, or an important indicator of how much contribution can be made to the industry and the society.

Li Kailuo: the most important core of any creativity comes from business innovation.

I would like to tell you a case: if you go to a shopping mall and go in to pick up things or not, do you think it is possible? Some people say it is impossible.

But this kind of shop is in Japan, the name is "test shop".

It only requires you to pay a little membership fee and very little money, but you have to leave your records.

For example, if you see any product in the store, you can take it away, but you have to write the experience of the product every time you take it, and send it back to the store regularly.

The more you send, the more points you will get, the more you will get later.

What does the store make money? Actually, it's very simple. All trial products providers pay the store.

Whether it can be tested is the most important way to make customers contact and experience new products.

Imagine that if you didn't experience the visual effects brought by apple, you would never give up the IBM that you are using now.

The test shop is actually doing marketing.

Fu Luyong: I think the core of Chinese creative industry is design, which relies on a group of designers to exert their group creation effect.

And if the designer wants to be creative, the problem must be solved, not to worry about paying rent, that is the designer's creative energy.

In addition, China's creativity is, in a sense, more of a learning process, and the creation of creative industries needs services.

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Question 2

As a huge new economic growth point, the creative industry has a higher profit margin.

What economic value does creativity have?

Li Zhixin: in today's world, creative industry is not only a concept, but a huge direct economic benefit.

John Hawkins pointed out in the book "creative economy" that the world's creative economy is now creating $22 billion worth of output every day and increasing by 5%.

In some countries, the growth rate is faster, for example, the growth rate in Britain is 12%, and the United States is 14%.

The faster the growth of a country's creative industry, the more developed the country, the faster the economy will develop.

Many creative industries marketing services in developed countries have attracted worldwide attention and formed a huge economic trend.

Internationally, Britain, the United States, Australia, South Korea, Denmark, Holland and Singapore are all examples of creative industries. They all have their own development characteristics and huge economic benefits.

In the United States, the creative economy is the core of supporting its economy, and it is also an important manifestation of its economy.

Li Kailuo: let me talk about such a data: the price of IPOD's products in the market is 499 dollars, but in fact, its average cost is 260 dollars.

The most important component of the 260 dollars is the display screen. The display is Korean, and the cost of assembly in China is US $11.2.

And when we do apparel products, it is calculated by penny to do OEM for foreign countries. This is a very painful comparison.

Relatively speaking, Foxconn has taken a lot.

Let me tell you another example.

Lady Gaga this pop singer has been named one of the 100 most creative businesses in the world by a magazine from a foreign company, more than "apple" and even more than Japan's Nissan.

Commercial advertising involves Chanel, an earphone, laptop, or bread, salad dressing can be placed in Lady Gaga MV, of course, biscuits, Lady Gaga limited lipstick and so on.

This allows us to re understand a pop singer who has actually become a brand and has become an industrial chain.

You can not like her, you can choose not to listen to her songs, but her business is quietly around you.

Question 3

There is a problem that must be valued: your product's creativity is good, and it can also be pformed into goods to achieve the business value of creativity.

How can the product's creativity be commercially landed?

Zhao Weiguo: many bosses who make clothes have such an experience. Before making high-end brands, they actually buy some expensive fabrics and make their value higher.

Now, the commercial value is reflected by the rapid flow. "Fast fashion" can be reflected in the consumer, which is the content of value.

Products are the ultimate objects of value.

From meeting the needs of consumption to meeting the needs of consumers in depth, and then exploring new demands to create new consumption desires, including the realization of creative commercial value, I think the product is an important carrier.

In fact, the creative industry is also a national strategy. The strategies adopted at different stages are different, which is very important for the progress of China's fashion industry.

Some enterprises have a scale of 300~500 yuan, some are 3000~5000 yuan scale, they are different from the weapons needed by billions or billions of dollars.

So we must not imitate, but according to their actual situation, we should do our best to find a way that suits us.

I always believe that business provides you with a platform and business innovation will provide opportunities.

Creativity must be based on this platform to embody thinking and bring benefits.

Zhao Qian: actually, French Paris is not only a part of France, but a symbol of the international world.

In recent years, in 2006, Jifen brand was invited to take part in the fashion week in Paris. In 2007, Marc carried the brand "useless" into Paris's advanced week. In 2008, Chinese designer brand MOUSE JI entered our commercial circulation channel in Paris under our promotion. In early 2010, Xia Zi Chen joined the French High Fashion Association and became the only Chinese member in the association.

In October 1st, the fashion week in Paris will be held in October 1st this year. We and the China clothing association hope to promote the designers and brands with contemporary Chinese creative representatives, and the most important key word is business.

In the whole industry chain of creative industry, if there is no final commercial landing, all creativity will remain in the invisible stage of assets.

Shi Jie: creativity creates business value. This is the purpose and the fundamental.

However, creativity has more value than commercial value, that is, the value of culture. I think this is the highest pursuit of creativity.

In fact, commercial value is the purpose, and the ultimate pursuit is the value of culture, because culture will be more inspiring.

When we talk about selling goods and brands, we must use the brand culture to guide consumers in the future.

In building a cultural industry, consumers must understand the brand and touch the brand.

When I design, there will be business considerations, but I will not go to business alone.

I think it's most important to express what I want to express.

Of course, we have to go far through commerce.

Question 4

Creative industries cannot be separated from the support of relevant industries and government departments.

So, what role do industry associations and governments play in promoting the development of creative industries? What jobs do they need to do?

Evergreen: fashion creativity is the link between government and enterprises.

The association should use and organize resources to build a platform for services, and create a good external environment for the development of the industry.

Trade associations are mainly engaged in the following aspects: first, make full use of the professional resources of the country. China's trade associations, whether it is the China Textile Industry Association and the following professional associations, have made great achievements in leading the industry development and building service platforms over the years. The second is to actively support the government departments, because the work of the association is inseparable from the government.

Fu Luyong: I find that many governments are directly interested in the development of creative industries because they are very fond of creative industries.

But I think the government should purchase the products of creative industries after the formulation of industrial policies, rather than create the creative industry itself.

Procurement service is what the government must do. Only when government procurement services are available, can such services continue to deepen and improve.