Chen Dapeng: The Miracle, Labor Pains And Soft Power Of China'S Clothing Industry

In December 31, 2010, this is a very special day, like the origin of a certain meaning, looking back at the prospect of "11th Five-Year" and looking forward to the dream of 12th Five-Year.

Five years, a lot of things will happen, will change many states, will generate a lot of new forces, will produce many changes, of course, there will be continuity, precipitation, silence and sublimation.

Five years, very short and very long.

"It is undeniable that in the past five years, for the garment industry, it is thirty years since reform and opening up, facing the most complicated environment, and experiencing the most problems and difficulties for five years."

From the trade friction after the integration of global textile trade in 2005, the man-made or natural forces caused a series of damage to the earth, and then to the "financial storm" that just happened.

But at the end of the film, it falls clearly in Chen Dapeng's second sentence: "although we have encountered many problems and difficulties, I think the five years are the fastest growing five years in China's clothing industry."

At the beginning of this year, Chen Dapeng was relieved to say that a disaster (financial crisis) is not a bad thing. It can precipitate us and face the future in a more rational way. We may find opportunities that we have neglected before.

In a flash, once a year is over, crossing the new year, and greeting "12th Five-Year", Chen Dapeng is still very gratified.

After five years, the more difficulties, the quicker the progress.

"Over the past five years, we have trained a lot, think a lot, explore a lot, and of course get a lot of harvest. The overall quality of the industry has obviously improved and industrial upgrading is accelerating."

Chen Dapeng said: "the most important thing is that these five years are the fastest growing five years for China's independent brands."

Chen Dapeng's words will remind a lot of people, especially the speed of Chinese clothing brand construction. There are many obvious changes that are visible and tangible.

For example, in the cultural construction, more brand entrepreneurs have begun to recognize culture from 5 years ago, and gradually dig into culture, segmentation culture and fusion culture, which is undoubtedly a speeding leap from thought to action.

In the construction of terminal service system, from 5 years ago, we realized the importance of detail service. Until now, more brands have abandoned the "service latent rules" which are homogenized by the same origin, and personalized service has been gradually positioned according to the brand style. It is a change of thinking from concept to practical application.

In the implementation of social responsibility, 5 years ago, "social responsibility" is still a new term in the industry. After 5 years, it has become the great majority of the brand's foundation in the past century.

Recently, there has been a very interesting phenomenon, just like the popularity of young people as young people in the past.

Although the collage of "post-90 brand", "00 after brand" and "05 after brand" is not very strict, but because of the personified fashion sense and witty taste, it has painted a number of Chinese brands with lace and romance.

...

There are many changes. It is by no means an article that can be clearly stated. In Chen Dapeng's words, this is only a microcosm of the brand building development track. If we look at an industry, the development and changes of various industrial clusters, the development of foreign trade processing industry, and the emergence of a number of brand-new brand teams after the crisis are all the fruits of the "special" environment created in the past five years.

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Changing the pain at the moment of pformation, "quick response" from consciousness.

"Rapid development can not evade the problems faced by the reality. They are all problems that are intertwined with the old and new ones, or the throes of industrial pformation."

Chen Dapeng said frankly.

In fact, during the whole year of 2010, it is precisely these "labor pains" problems that are more intensive. Production costs increase, recruitment difficulties and so on are all breeding problems in a completely out of fashion fashion, but they may become the executioners who destroy fashion.

"There are indeed these problems, but if some people are pessimistic about the disappearance of competitiveness, I strongly oppose this one-sided view. The clothing industry is a traditional industry, but not an antique industry, but a closely related industry of the people's livelihood. It is a very important cultural and creative industry, a modern urban industry, and a high-tech industry."

Chen Dapeng said.

In the five years of 11th Five-Year, the most striking of all the difficulties and problems is the global financial turmoil. Objectively speaking, most of the changes in the industrial structure today are mainly affected by the financial crisis.

"The financial crisis that has lasted for nearly three years has an impact on industrial development, but it is not all bad. As far as brand building is concerned, the impact of the financial crisis on the brand is not great. Even overall, the brand growth rate is even better than before the crisis. This is the power of domestic demand pulling, which is accompanied by human reproduction and will make fashion brands sustainable."

Of course, we must face up to the "pain problem" in reality. In the future, can we gradually reduce pain and diminish inflammation through the layout of the advantages of industrial pfer, the form and structural adjustment of large garment factories, and so on?

From the perspective of the overall industry, Chen Dapeng put forward many constructive problems: "the changes in industrial factors have brought about changes in the industrial form. Before the five provinces in the coastal areas, clothing production accounts for over 80% of the total in the future. Will there be such a large volume in the future?" then, should thousands of factories in the coastal areas be adjusted? What should the coastal industry do in the future? What should the central region do? These are all changes in form, that is to say, our comparative advantages and late development advantages are far from being realized.

This is a way to solve the pains from the perspective of industry, and it seems that the time has come to change rapidly from the perspective of personal brand building.

"The brand concept here refers to the brand concept in the industry category. For example, there are a large number of small and medium-sized enterprises in Italy, each of which can achieve the ultimate goal. Why? Because they divide the brand very fine, making clothes is a brand, making buttons, sewing thread is also a brand, everyone talks about brands in the industry category, brands are stars, stars are distributed in the entire industrial chain, and the fashion industry chain will be promoted as a whole."

Chen Dapeng gave a very vivid example of the movie "the founding of the Republic". The relationship between the all star system and the leading stars in the fashion industry is to create the star brand of the entire industrial chain, and help more and more "leading actors" rush to the world.

It takes time to build star brands that rush to the world, but at present there are a number of new teams, but they are "from outside to inside".

The impact of the financial crisis and the RMB exchange rate changes and other objective reasons, in the past two years, a large number of foreign trade processing enterprises almost at the same time struggling to start the domestic brand, so the new problem has emerged.

"Many foreign trade processing enterprises have asked me about the pformation. I agree and support the spirit and direction of foreign trade enterprises to do their own brands, but before we do it, we must consider several issues carefully. Do operators understand the domestic market? Are you able to keep up with the team building of your product R & D and terminal services? If you do not think clearly, it will be difficult to prepare for a definite goal, then you may invest tens of millions of dollars to catch up."

Chen Dapeng said objectively.

However, since foreign trade has become a trend, or is about to become a brand new force in China's brand building, how to take a good pition stage has become very realistic and urgent. To tell the truth, this is not only a matter for foreign trade to sell domestically, but also for a relatively mature domestic brand.

"To do foreign trade and domestic sales is the two system. I think the pformation of foreign trade enterprises can take two steps. With the experience and foundation of cooperation with international brands for many years, we must first cooperate with domestic mature fashion brands, and when we have the conditions, we should make our own brand pformation."

The pformation mode put forward by Chen Dapeng is also an inspiration for the domestic brands after the crisis. If the advantages are complementing each other or complementing each other, the cooperation between foreign enterprises and domestic brands may indeed be the best shortcut to create the "world star brand".

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A word in the next five years -- soft power

Coming into the 2011, the meaning and connotation of this year are many: "the beginning of the post crisis era", "the first year of the 12th Five-Year plan", "the first year of pformation and upgrading of the fashion industry", and even the "year of wisdom in China". In short, the coming year is of great significance to China's clothing industry.

At this juncture, looking forward to "12th Five-Year" is the direction and goal that an industry needs to determine. It is also a "reassurance" that many brands, enterprises and industrial clusters must eat ahead of time.

For the future direction of the garment industry in the next five years, Chen Dapeng's speech is concise but very loud.

"We have extracted a brand value in the past five years, that is, the four in one brand values of quality, innovation, rapid response and social responsibility put forward by President Du Yuzhou.

Then, in 12th Five-Year or even 13th Five-Year, we think the two most important directions are: scientific and technological progress and cultural creation, which are the two supporting points of brand strategy. The driving force of science and technology and the power of cultural generation are the fundamental driving force for brand building.

Although scientific and technological progress is easy to understand, in today's rapidly changing information era, the "technology" has become very broad and broad. What business operators need to grasp is no longer the high-tech or new technology in the traditional sense. As Chen Dapeng said, today's technology also involves the integration of industrialization and information technology, Internet Internet of things links and so on, and these will definitely revolutionize the future industrial development.

Cultural creativity is more broad and sensual. Compared with developing technology, creating culture has no frame to bind.

"Technology is easy to learn, culture is not easy to learn, and innovation system is harder to learn."

Chen Dapeng said.

He admits that nowadays, many enterprises have made rapid progress in the construction of cultural and creative ideas, but they are still in the following stage.

"Sometimes people talk about brand stories and brand culture, but they are like two skins in terms of real products, and it's always hard to tell the true brand spirit and soul."

Therefore, Chen Dapeng always believed that in the future, the construction and improvement of brand culture creativity is the most urgent and arduous.

The word "imprint" is very important. Brand culture does not stack up the story, but rather has its own "brand imprint".

"This impression comes from the in-depth analysis of the brand's in-depth understanding of consumer lifestyles, the constant adaptation to the upgrading of consumption structure, and the continuous satisfaction of different aesthetic experiences of different cultures. On the basis of this, we also need to absorb the ability of the world's multiculturalism, to grasp the international trend of popularity, and more importantly, the ability to innovate and develop Chinese traditional culture."

Chen Dapeng emphasized the problem of "innovation and development of Chinese traditional culture". In fact, this is exactly the core issue of building "China Star brand" towards international.

"This is a great article..."

Chen Dapeng's summary of the future brand culture construction is meaningful.

And brand building does not only need an article, Chen Dapeng said: "scientific and technological progress, cultural creation, brand building, but also have a global vision and thinking, the ability to integrate all kinds of resources..."

Thousands of words are combined into one key word. Chen Dapeng is quite firm: soft power.

So, for the industry, in the next five years and ten years, the core of the same thing that every brand and every industry cluster should do is to build and enhance soft power.