Chen Dapeng: Clothing Brand Needs Cultural Creation Value

　　 Garment industry Facing the challenge and temper of the global financial turmoil, it is more clear that the clothing industry is not just a labor-intensive industry, but a city industry. fashion Industries, cultural and creative industries and industries closely integrated with new and high technologies.

At the Forum on the development of Chinese clothing brand in Shishi, Quanzhou, China Apparel Association Executive vice president Chen Dapeng, associate professor of Beijing Institute Of Fashion Technology, Beijing Institute Of Fashion Technology, Zhao Weiguo, director of fashion design department of Zhejiang Sci-Tech University, and other elites, with a brand-new vision, deconstruct the development elements and trends of Chinese clothing brands in the coming years, and expand the new thinking and new vision for the future development of Quanzhou garment enterprises.

　　 Chen Dapeng:

Clothes must get rid of the shadow of others.

Chen Dapeng, executive vice president of the China clothing association, said that the country that is most conducive to the development of the garment industry today is China, because China has the most mature and complete industrial chain with abundant labor resources, and the country has great potential for economic development. He said: "clothing is a sustainable industry, good brands can survive for hundreds of years, and the future of China's clothing industry is still very promising."

He said that changes in the elements of the garment industry will affect the changes in the industrial form. In the future, the garment industry will be a growth industry combining modern urban industries, fashion industries, cultural and creative industries and high-tech industries. How to grasp industrial elements and seize opportunities for transformation is the only way to enter the new development space. "Relying solely on labor cost advantages to cope with fierce competition in the international market is not going to last long, and it does not mean that the promotion of labor costs is rigid, and the constraints of resources and environment also have a great impact."

He believes that what enterprises need to do is to change the way of development, use culture to create value, increase the added value of products, complete the brand contribution, and achieve sustainable development. He said: "the brand concept of clothing industry is the whole industry rather than a single terminal brand. Manufacturers, suppliers, strong product R & D capabilities, high value-added products and cooperation with market terminal brands can further promote the development of industrial brand, that is, clothing is brand, button is brand, machine can also be a brand."

He predicted that the all star lineup of the industrial chain will improve the quality of the industry as a whole and rely on some strong brands to rush to the world. This is the direction of the future development of the textile and garment industry. He said, "now, many foreign trade processing enterprises are transforming, but the transformation is just to turn the international market to the domestic market and plan to make brand promotion. But foreign trade and domestic sales are two separate systems. To complete the transformation, we must rely on two steps to enhance product research and development, and then use the experience of cooperation with international brands, cooperate with domestic brands again, accumulate experience in internal efforts, and then begin to make brand promotion.

China's textile and garment industry follows the strategy. How to get rid of other people's shadow and walk out of their own way from product development, fashion trend and brand connotation, the key lies in the industrialization of quality, innovation and rapid response. The application of information technology is to take the emphasis of industrialization. With the global vision and innovative thinking, integrating resources such as funds and manpower, and developing new business models, we can further build the soft power of enterprises, adjust the transformation and enhance the competitiveness of enterprises. {page_break}

　　 Zou you:

The international trend should be localized.

"Clothing is the core of fashion industry, the dominant content of fashion, and occupies a large proportion in fashion industry." Zou You, an associate professor of Beijing Institute Of Fashion Technology, said that the popularity of clothing is fast and diversified, leading to popular trends and directly affecting other industries.

He describes Paris, New York, London, Milan and Tokyo as the five largest fashion centers in the world. Their fashion culture and fashion industry all take clothing as a pillar while being supported by other fashion industries. After hundreds of years of transformation in twentieth Century, the clothing industry has been proved by history to be the most mature fashion industry with the most popular guiding ability and the most influential influence. Therefore, the development of fashion industry needs to be based on clothing, combined with other related industries, and make overall arrangements to improve the image and level of the whole fashion industry.

In recent years, the trend of clothing diversification from brand to style is certainly good, but there are drawbacks in following the trend of international brand. The arrival of so many brands not only adds to the international demeanor, but also gives consumers more choices, but sometimes it seems to be chaotic in individuals. He said that brand designers should avoid any possibility that they had seen before, including the imitation of international brands.

He believes that there are many brands in the country, and different brands have different positioning. If we blindly follow the international brand line and ignore the shaping of the brand connotation, we should put the cart before the horse, and the emphasis on localization is very important. The international fashion authority figures are now generally concerned about China. If we want to bring a designer or a brand to the world fashion circle, we must consider it. If Chinese designers want to get international recognition, they can't just put others' chew things on the table, so they will be despised only.

When a brand is facing the Chinese market, how to interpret the fashion trend and how to define the brand positioning? Among them, the designer only completes the detailed work within the brand framework, and the brand positioning and the trend trend must rely on brand managers. He said.

China's market has its own particularity. Its traditional context and aesthetic characteristics are quite different from those of other countries. It can not impose Italy's sexy, American freedom and French romanticism on Chinese consumers. Imitating the judgments made by them is inaccurate and will only lead to lost products. This requires Chinese clothing brands to be localized and upgraded in color modeling and structural language, so as to achieve the qualitative leap created by China.

　　 Zhao Weiguo:

Build a controlled R & D system

In the development of clothing brand, this problem is often encountered. That is, the design idea of brand designers is different from the brand positioning of enterprises. The development of agents is not consistent with the business planning of enterprises, especially in the middle and later stages of brand development. This problem is increasingly highlighted. How to better solve the problem depends on R & D and planning.

Zhao Weiguo, director of the Department of fashion design, Zhejiang Sci-Tech University, pointed out that there is a problem in the development of China's clothing brand, that is, the past brand development. The growth of performance depends largely on the expansion of the channel scale and the laying of the network, resulting in the dependence on the single product and the dependence on the cost. After the financial crisis, the cost of labor and raw materials has increased a lot, which has brought hidden dangers to those enterprises which rely on primitive expansion.

He analyzed that the key to eliminate this hidden danger lies in the understanding of the consumer market and the assurance of its own market. Only by achieving the first two points can we truly identify our brand positioning and development ideas. In addition, we should further establish a R & D system characterized by retailing, control the evaluation system of different nodes, and create a R & D system with control mechanism.

If brand development really depends on designers, there must be management. At present, domestic enterprises are generally in a stage of development with design but no management, no management, no method, but little efficiency. And an advanced brand enterprise, design management should be built on the basis of planning.

"When a brand develops to a certain stage, it is not only the scale, or the performance and market share, but the brand competitiveness and brand concern, how to view whether the brand keeps the brand fresh and how to determine whether the brand keeps the market force. He said.

From the past cognition, design can only be qualitative but not quantitative, but in fact, designers can be quantitative, especially in the commercial operation of the brand, it is very important to turn qualitative into quantitative. With vertical design system, depending on different management systems and management modes, we can truly become brand planning.

And commodity planning is equally important, changing the way of planning based on sales performance of single products. We should know that planning tomorrow with experience and looking at insurance is very risky. Real commodity planning should be based on the needs of consumers and the brand positioning of enterprises.