Expert Interpretation: Innovation And Sustainable Development

　　 September 11, 2010, "Yalu", China's clothing brand innovation and sustainable development. Summit In Nanjing, Jiangsu, professionals from industry and government departments discussed how to achieve brand innovation and sustainable development.

　　 Brand sustainable development

Xu Kunyuan China textile industry Vice president of Association

Today we hold the "China clothing brand innovation and Sustainable Development Summit Forum", this topic is very good, because we are faced with such a task.

First, China's textile and apparel has become a global brand. We should not talk so badly about ourselves as if there is no brand in textiles. Plus Hongkong, we now import and export textile and clothing in the proportion of countries has reached 40%, while China's 1 billion 300 million people's clothing level has been significantly improved, so China's textiles and clothing, itself is a global brand, has been recognized by so many consumers, this is the brand.

Second, the implementation of China's textile and apparel industry Brand strategy Favorable conditions have been created. The first is that over the past 30 years since reform and opening up, the Chinese market has been perfected, and has gained our position in the international market. It has spread the goods in the international market, and now it can produce all kinds of international brand clothing. The second is the formation of a group of enterprises with a certain competitive strength. Without so much capital strength, it is impossible to become a brand. A large number of Chinese textile enterprises have achieved primitive accumulation and have their own brand innovation. Third, our technological energy and equipment level can be described as the world's advanced level. The fourth is the change of the people and the improvement of their living standard to pursue their own taste.

Third, why we need to implement brand strategy. First, the brand of exhibits is the embodiment of the quality of a country or a whole industry. It does not mean that the brand has become an important element in the competition among countries, regions and enterprises, and is also an important embodiment. Two, the brand is the pass of the market, and the sales volume of the brand is better in the market. The brand is an intangible asset, and it is the assembly of the added value of the product.

Fourth, the market economy is a creation and invention of human society. The market economy is not invented by economists. It is created by millions of people. The market is realized through the exchange of commodities. What is the core value of market exchange? First, it creates value for consumers. The basic logic of market economy is that we must first benefit others. First, we must make others happy. First, we must make consumers satisfied, and we must provide consumers satisfied products and services and create value for consumers. This is a core. The two is that the exchange of market economy can be said to be far away from each other. How can such people and people share division, cooperation and exchange? A very important value of the market economy is credibility and integrity. The brand is integrity and credibility, and it is valuable to consumers for a long time. Market economy has an invisible ball. Products must be given consumers' value, and there is a visible eye to supervise. The core value of the brand is also in this place.

Fifth, what is the environment of our innovative brand at home and abroad? First, the globalization of the brand. By the year 2007, the global GDP space reached 26% through export trade, so the brand globalization is a trend now. The two is the division of the value chain. As long as you make an advantage over every value chain, you can make a brand, and every value chain will form a brand if it has the advantage. The three is the internationalization of the Chinese market. Now 80% of China's garments are consumed at home, so China is the largest textile and garment market. Now all the multinational groups are competing in China. The Chinese market has great potential, so now we have won the Chinese market, that is, we won the victory in the global market. The 1 billion 300 million people in China are vastly different. Now the textile and clothing brands have undergone great changes. We can form thousands of famous brands in the popularization and personalized and fashionable brands. Now in the Japanese market and the European market, great changes have taken place. It's not that you have a brand to buy your stuff. It's mainly whether your product is suitable for me, personalized consumption and fashion functionality, so that it can satisfy consumers. Can you provide consumers with value? Because of personalized consumption, thousands of brands will emerge in China.

As an enterprise, a brand should be a hundred years' strategy for an enterprise. Instead of being big or high-end, it is a brand. Everyone must consume and everyone has a business. There is also our consumption concept. Now rich people are superstitious foreigners. Actually, many foreigners produce products made in China, and some are designed in China. Now our brand is making celebrities to advertise. If our consumption is more mature, you will not be able to buy more celebrities for advertising. The key is to develop and innovate products, and constantly meet the changing psychology of consumers. New products come out every year. We must make technological progress, technological innovation and management innovation, so that your products are full of vitality. Our enterprise must have a hundred years of factory shop concept, do not have short-sighted behavior.

To optimize the internal and external environment, people-oriented, talented people, not so many product designers, and not enough marketing talents, it is difficult for you to develop.

Enterprise brand process

Gu Zhenhua, chairman of Yalu group

In 1998, because of the excessive competition at that time, we withdrew from the jacket industry and entered the down garment industry. From the initial annual output of 400 thousand to 8 million now, our secret is to focus and keep innovating.

First of all, in research and development, we are constantly innovating, introducing the concept of fashion and leisure into down garments and converting down garments into winter casual wear.

In 2008, we put forward a new standard of filling in the industry. In the 12 years of fully entering the down jacket, we also explored the marketing mode. There are 50 direct companies in the whole country, and 100 flagship stores are set up.

In 2010, the promotion of Yalu brand is the top priority of our marketing work.

Last year, we made a terminal change in the first department store in Suzhou. Sales increased by 50%. We still have a gap with the international advanced sales terminals. But this also means that we still have room for improvement. We will continue to adhere to the positioning of experts in Yalu down clothing, and relocate the brand that links the past with the rest. We will take the high-end product line targeting 18-35 year old young fashion products. Another brand of our brand has also been operating independently in Shanghai. This is aimed at 25-50 year old mass consumer groups to implement high-end quality, low price coverage.

Last year, we set up a R & D center in Nanjing, and set up a sharing platform to share information and resources.

Our acquisition of Italy designer brand takes a look at the concept and team of brand designers. Foreign brands can help us develop a second tier shopping mall in China. Domestic women's clothing can replicate the resources of Yalu in a short time and grow rapidly. We invested 200 million yuan to build the Yalu building in Taicang. We expect to move in 2012.

We have formulated the next ten years' strategic development plan. The core of the new strategic planning is people-oriented. It is embodied in our human resources construction. We will continue to introduce talents and create more jobs and opportunities. We will create a learning oriented enterprise in Yalu, and we can continuously enrich and grow within the enterprise. I would like to lead Yalu to a better tomorrow.

Brand culture and marketing innovation

Chairman of Xia Hua Yi Wen Costume

A few days ago, our entrepreneur club lived in Lenovo for two days. Lenovo Liu always said, "Lenovo is my life", I am impressed.

Lenovo today's about 100000000000 scale includes four parts, including Lenovo's PC, Lenovo investment and Lenovo real estate. Lenovo investment and real estate are doing very well, but Lenovo's entire PC industry is still the main business.

Liu and I had a discussion. I really worry about the future of Lenovo, because after 80, they only like what they like, and they will not buy something with respect for the enterprise. Our company still has to make something amazing to the world.

I am a layman, not a professional, but I know that two kinds of people have different results in making brands. One kind of money is the goal and the brand is the means. Another brand is the goal, and money is the means.

{page_break}

We have four brands, including Yiwen and Notting Hill. If we compare our customers to flying birds, Yi Wen is the warm nest that he thinks of, so I think an entrepreneur when he decides to really do business with his heart, he is the man behind the nest.

To be an enterprise is to lead this group of people to play games. As long as everyone is involved, this game is particularly interesting. We are shouldering the role of changing the rules of the game regularly.

My first pot of gold came from innovation. When I was making blue and black suits all over the country, I began to look for different fabrics, such as lattices and so on, in foreign magazines.

The marketing of brain platinum is fool marketing. This is called compulsory marketing. It is only famous and no reputation. The real marketing is that you are touched by the casual soul. So you will remember this brand positively, and the clothing brand still needs to buy eyeballs. We should make technical marketing and do things that make others moved.

We have 680 thousand loyal VIP, and my VIP was raised by heart. Yi Wen is nothing from fame to fame. It is the reputation of salesmen. In 1999, there was a blue book brand ranking, and we ranked first from the last one in the blue book. Then I realized the brand problem. I have never seen so much money before. I am a child from the countryside. Since 2000, we really think about brand and brand culture, and really think about how to lock up every man.

Men's sensitivity to shopping malls and clothing is not high as women, but men's loyalty is relatively high. If a good guest is done, others want to rob. There are two things I do in marketing. The first element is value recognition. I will never wear many brands because I do not agree with his value. More than 10000, why do you buy a suit? We can only create a brand in China with our own services, products and values. China's brand must be made, not shouted. So I think money should be spent on customers. The first is cultural marketing, that is, value marketing, and the second is emotional marketing.

In 2000, the emotional marketing I made for the first time was "my father, my mother, Yi Wen, emotional fashion". At that time, many successful men who came to town at that time could not forget their responsibilities. They were your parents, your family, the impetuous society of that era. That was the first impetuous period I caught up with. At the opening ceremony of the emotional fashion, Zhao Zhongxiang also came. He said, "if a person is not filial to his parents, talking about" serving the people "is a castle in the air. Therefore, I am proud to say that we are the best continuity brand of Chinese cultural marketing.

Management plus capital to enhance competitiveness

Wang Yu and Jun consulting partners, capital and strategy experts

After the financial crisis in 2008, the whole situation of China has changed greatly. Here you can imagine the structure of today's whole industry 10 years ago. Can we think of today's pattern? Similarly, let's think about what the Chinese garment industry will be like in the next 10 years. Let me share with you our views.

First, by 2020, we believe that there will be one or several top luxury brand management companies in China. The reason: China has always been an exporter of luxury goods. Until the Opium War, in the past 200 years, we have the genes of luxury goods from culture. The absolute value of our economic aggregate, which can consume luxury goods is very large, and the urbanization rate is continuously improving. China's entire capital market will become the most active capital market in the world, and the largest volume.

Second, hundreds of millions of market capitalization clothing companies produce several, supplying global markets and globally distributing various resources. What we may see now is that BELLE and Bosideng are basically close. YOUNGOR's market value is about 20000000000, which is not commensurate with our industry. Now the market value of Tencent is about 300000000000. China's clothing is so large that its capitalization rate is too low.

Third, comprehensive logistics support companies will emerge. The largest clothing company in the United States is Emma, who sells 12 billion dollars a year from professional wear. Sintas has 4 billion dollars a year. Clothing is not just clothing, such as professional wear, but also involves logistical support. If I make a career dress, I will consider the possibility of forming comprehensive logistics support in the future.

Fourth, a Chinese city or city group will surely become one of the world grading clothing exhibition centers. If our previous assumptions are established, China's economic growth in the next 10 years will grow in such a way.

Fifth, a large number of brands are eliminated, killed or sealed up. We must have such a concept that the capital market will accelerate all the speed to the garment enterprises and the reform and opening up of China's private enterprises. As a garment enterprise, what they want to do after the listing is nothing more than acquisitions and their own expansion. If they expand their competitors, they will become more stressed or be eliminated, or they will die or be sealed up after being acquired. So this is bound to happen. Our market, including the entire media, does not support so many brands.

Sixth, big clothing enterprises, big channels and big commercial real estate games are gradually balanced. Now that small businesses have to enter the shopping mall, negotiations are very uncomfortable. It is precisely because the game is not balanced, so it will be integrated. There will be large enterprises. Only in this way can we achieve a real game balance. Our upstream is the basic material, and go upstream are large enterprises.

What is our current situation?

First, the scale of enterprises is small and the degree of centralization is low. Several big tycoons are showing themselves; second, the organizational capability is not enough and the enterprises generally have illusions; third, the competition is simple, there is no imagination or dare to carry out the Universiade work; fourth, the capitalization degree is low, and the capitalization consciousness is lower; fifth, there is no judgement on the quality of the resources and the value of time.

In such a case, how can we achieve our prediction for the next 10 years? For this problem, I use a sentence to break through the restrictions of consciousness and achieve leapfrogging through management and capital.

How to achieve the success of enterprises, do not go out? We must do a good job of management and capital.

First, the definition of the grand strategy and the establishment of the business model are the foundation; where is the biggest business opportunity in our time?

Second, the conditions for capital involvement outside the clothing industry are ripe. In the past few years, the clothing industry outside the clothing industry has been intervening in the clothing industry. There are a lot of small businesses, which are rolled out of their own profits. Now the conditions for big capital to enter are ripe, and it depends on how to use them.

Third, the attention and entry of the elite outside the industry. This industry must be done well. It must not be done by its own industry. It must be the operation of the industry that attracts you to enter the industry. Actually, there is a lot of work to do.

Policies and measures to promote brand

Cao Tingrui, deputy director of textile department, Department of consumer brand industries, Ministry of industry and information technology

First of all, we must seize the opportunity to give full play to our advantages and accelerate the development of our own brand of clothing. Brand is a concentrated expression of the comprehensive strength and economic strength of a country. The process of economic rise of a country is the process of brand development and growth. The economic status of the United States is based on multinational corporations and big brands. Brand reflects the strength and image of a country. The former Japanese prime minister once said that in international contacts, SONY is my left face and TOYOTA is my right face. China's textile and garment industry has certain international advantages in the field of production and processing, but it is still in a weak position in terms of design and channels, and the conditions and environment in every respect are not satisfactory. From the perspective of enterprises, many enterprises still lack the motivation to cultivate their own brands. From the market perspective, the environment for brand competition has not yet formed into an environment conducive to brand competition. The government has not formed a policy system and mechanism to promote brand development, which seriously restricts the growth of clothing brands. So there are many difficulties, but we have many advantages. Generally speaking, our advantages in clothing independent brand construction are embodied in four aspects: industrial foundation, market share, brand awareness, and consumer market.

Secondly, clear tasks, and actively form joint efforts and common development. The brand is the product of the market, the main body of the brand is the enterprise, but the government must do something. If there is not a standardized, fair, orderly and healthy market environment, the enterprise will be more excellent, the product will be better quality, and the creation of its own brand will also be difficult. We should lay emphasis on formulating development strategies, establish a joint and vertical working mechanism that we should work together to create a good market environment, cultivate a number of key brands, and achieve brand internationalization. Specifically, it includes the following aspects:

First, we should strengthen guidance, put forward policy proposals, formulate unified and effective strategies and working mechanisms, clarify the development goals of independent brands, transform ways and directions, formulate key work points and implementation plans in stages, and advocate that enterprises adhere to the advanced development concept, environmental protection, energy conservation, low carbon and green.

The two is to create an environment. Government departments should create a domestic market environment conducive to brand development, give equal treatment to both internal and external brands, protect their own brands, etc., are all places where businesses generally hope that the government can help. This is the responsibility of the government departments.

The three is to build a platform. Further strengthening and improving the public service system is an important part of promoting the construction of independent brand. Under the guidance of the government, the role of industry associations and research institutes should be brought into full play, and public service organizations should be set up to provide high-quality and efficient services for garment independent brand enterprises in such aspects as talent training, designer training and external exchanges.

Four is the key cultivation, the textile industry adjustment and cooperative planning, as well as the guiding opinions on accelerating the construction of independent brand of clothing home, have clearly proposed to foster strong influence self-help brand enterprises, choose one hundred enterprises with strong innovation ability, market coverage, high occupancy rate and strong enterprise capability, strive to form a number of international clothing and textile independent brands as soon as possible.

The five is to strengthen publicity. At present, the apparel industry has formed a number of brands and has accumulated rich experience. It is worthwhile to summarize and promote publicity. We have formulated the clothing brand construction plan and communicated with the Central Propaganda Department. After one hundred brands have been identified, we have focused on increasing publicity, while vigorously promoting the consumption of national brands and independent brands, and striving to create the whole society's attention to independent brands.

The six is financial support. We should make full use of the current capital policy and prioritize clothing independent brand projects. We have added columns to brand building and public system construction, encouraging brand enterprises to set up technology centers, logistics distribution systems, etc. as long as these items have been supported by us. This has also changed the situation that clothing brands in the past could hardly be supported by technological transformation projects. Strive for financial funds to support private brand public services.