Yu Dan: Good Clothing Is A Tacit Understanding Between A Person And A Brand.

Just now, I heard the two international experts sharing the proposal and experience of the industry. I am also very enlightened because I am a layman, because he has provided a kind of reference value system for the eyes and provided a rule. Therefore, their two statements and my own summing up are very valuable to us from four aspects.

First, he fully affirmed the development of China's garment industry in recent years and our potential in the international perspective. This is a coordinate of the international market, which is an evaluation of the international perspective.

The second point is, from their own point of view, they have reported to you the latest international development trends and industry evaluation rules. It can be said that just as China's reform and opening up has taken the road, if our first thirty years provide a speed, then thirty years later, we should set up an order. If we provide the figure growth in the first thirty years, then we may have a sustainable development in the next thirty years, so the rules and trends provided by two international personalities should be the promotion of industry standard for us.

For example, how can we evaluate an enterprise? We can see that we can evaluate from three aspects: the process of an enterprise, its products and services, and the presentation of its own performance. Let us think about it. There are many garment industries that lack this internal process. Especially from its internal products, what does it represent on products? What value does it carry? This is our expansion space, so I think this is the second value, providing us with a trend and industry evaluation standard.

The standard is the rich case, and the two speakers have presented us with many rich and brilliant cases in their international perspective. Each case carries an innovative way. We can see that some of these cases may have broken the concept of our original clothing industry. He takes social responsibility as his foothold. He can take the concept of environmental protection and earn no money as his recognition system. This is what we call the so-called brand added value, and some of them sell the consumer's multiple sensory experience with the selling point of the shop. This way of thinking is refreshing for us, because he provides a variety of perspectives, so the case is more direct for us. Third

The last point is, I think, in the process of the summary of the two speakers, what is innovation? I think there is no taboo in thinking, there are rules in innovation, and true innovation means innovation under rules. It must not be a disorderly industry leader.

What is effective innovation? We have just seen the criteria for evaluating innovation, such as its operability, commercial value and attractiveness. It should provide templates for our Chinese garment industry. We introduce our own clothing system according to these four aspects and introduce our own business management. I believe this is valuable for everyone.

Just now, as the chairman of this unit, I would like to summarize the experience I heard just now.

Now I will briefly give my keynote speech about the establishment of our Chinese brand.

I would like to say that until 2010, at a grand gathering like ours,

We are doing our self confirmation in the simplest way.

For example, do you choose to be a vegetarian to participate in an environmental protection, or do you choose a low-carbon lifestyle to create a healthy lifestyle in your potential space? What kind of clothes do you choose to use as your silent business card? When you meet people, you can play a business card to see his title, but a kind of clothing.

Our media has been a value fault, our business has been hesitant, for example, the clothing industry is very good at the annual theme list, but it is a very advanced topic that you will find a series of conflicts that you will find from a business to a person to continue to progress, not to do anything, to insist on the stability of your character and the diversity of the ways of presentation.

When a person can present a firm value in such a continuous way, this value has become the belief of life. If an enterprise shows the same style and idea in its different fashion shows, such a common goal will be a true symbol of an enterprise's maturity.

In today's business Kingdom, we need the stability of the brand, and also need the vitality of the brand along with the trend of the frontier, but we must carry the values.

It points to the sphere of consumption and provides the greatest freedom and extension to these people. What is good clothing? In fact, the ultimate value of human beings in this world is nothing more than human dignity and freedom. A good clothing is able to make people feel its dignity and freedom. The dignity is that he does not suffer from the clothes. He does not have to wait on the clothes himself. For example, this fabric is very easy to wrinkle. This garment is too tight. This clothing gives you a lot of restrictions. These things will make you feel that you are waiting for the costumes, and you shine on people with a false real face. This is against humanity and can not satisfy our dignity. So I say every consumer is bringing his clothes home, every business.

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On the other hand, people need the greatest freedom. Clothing is an extension of freedom. When you enter a garment, you can complete the pformation of a role. You can not decide the length of your life, but you can decide the width of your life. Where is our width? The width is how many different roles you can play in the limited time. The role is not a historical development, sometimes it is a consensus.

I don't know whether I saw the Hollywood movie that was popular about five or six years ago. It's called Mrs. Smith. Smith and her husband are a spy killer. Do you remember Mrs. Smith? What's the beauty of it? In the morning, you can wear that elegant household dress, prepare breakfast for her husband in the morning light with an extremely warm gesture, just like the morning sun gives people a special feeling of comfort and warmth. Although their cupboards are full of weapons, when her husband goes out to the morning, you feel that she has changed into a professional dress and goes out. This is her career. Despite her career as a serial killer, she has completed her professional identity in her professional attire.

Then, in the afternoon, she may see that she changed clothes for the field army's field army to the war army, and at night she wore champagne in the elegant long distance skirt, and forgot to return at the dinner party. You think there are several possibilities in a person's life. Maybe you have done a lot of crosses when you change a few lines a day.

Life is a kind of borrowed streamer. After all, life is to be crossed. Living a life is also a way to live.

I remember when I was little when I was in school, the teacher taught us the best life is a decades old working model, but what are we going to come to this world today? It is to live as many decades as possible, and clothing will help.

Because it allows you to identify a character, so you will see a person with quality. He may hang many kinds of clothes in his office. Besides his formal dress, there may be a tennis suit or golf suit, because he can play basketball and have different shoes because he can take time off. When he is in office, when he is at leisure, he completes the role in an instant.

So why do I say that people meet themselves by clothing, because you will know where your confidence is in clothing recognition? Where is your vitality? Where is your vitality in the pition of your role? I think this is the promise that we Chinese clothing should make to the people this year. Because we have gone through a simple demand for the practical functions of clothing, such as cold or beauty. Today, clothing is becoming more and more stylized. Clothing companies are more and more advocating innovation, but they should be orderly, adhere to the inherent quality, and take people as the basis. This kind of people-oriented let us truly enter the marketing era, marketing and marketing is only one word difference, but it is the two way of production.

Promotion is a kind of selling based on fixed assets, which is not to rush to the market, not to rush to demand, to do it first, to say it again.

But what is marketing? Marketing is to sell products. We first know where the lock-in population is. We know where the market potential is. We know the trend of the future. We know how to proceed step by step. We take the phased brand plan to complete the order of production. This is a modern rational and sustainable fashion.

From the big supermarket mode to the franchised store, the so-called winner today is not a simple quantity of food, but a recognition of a logo, because the brand concept of clothing itself is a brand. The branded enterprise can make a brand name product, identify the circle on the brand, and let the consumers know themselves on the brand. The best clothing is not to let a person turn into someone else. Many people say that you look at me as a makeup. I look like a star. So I want to say that when Chinese clothing comes to today, how do we recognize the brand?

If you can be confident after wearing a suit, if you wear this dress really smart, then clothing will become part of the human body, it extends to the confidence of the heart, this is a deep respect for the heart.

What is real culture? I think there is a deficiency in our cultural concept. We think too high and do too hard. Our ideas are too complicated, and we need to talk a lot about it.

I heard just now that two international personalities gave us experience to talk about the first point of innovation. What is the standard of innovation? It is operable and operable determines whether it can realize commercial value. When commercial value is presented again, it decides whether it can attract the masses. But if we have a spokesman or chairman of a conference, we can't stop using PPT to demonstrate what the concept of my clothing carries. Then he must have failed. The simple style idea is easy to see.

所以美國人在傳播學上說過了一個非常簡單的傳播規律，叫kiss原則，是四個單詞的詞頭，keep stupid就是你保持著一種風格傳遞，那種最平面化最簡約甚至有點傻傻笨笨的樣子這是最明智的傳播，因為被一望便知，服裝店是人去消費的，享受的你可以感覺到舒適自在，但是沒有人去哪里拿文憑學文化，沒有人進入一個服裝店先要拿起一個名片你為這個民族傳承了什么，你要證明自己是誰?任何消費者沒有這個義務，什么是對消費者最大的尊重?就是以最簡約來識別你，這種簡約包括時間，包括理解，包括你殿堂店面的那種友好，在網絡上我是研究傳媒的，我們傳媒上有一個詞叫做界面友好，就是一個網絡點擊進去之后你要看到能夠使用，一個好的專賣店也要呈現界面友好，不距人千里之外，敞開接納，但是這絕不意味著品質的降低，什么是好的品質。

Lao Tzu said four words, called light but not brilliant. I think this quality is very good, just because it has light and does not shine is it is not dazzling, that is to say, I understand it as a kind of modern material that kind of matte light. After polishing, it is a kind of luster with rhyme. It is always in, not light, not glittering to that extent.

For consumers, I think the best quality is the four words, which are always bright, but not brilliant, but they will not be dazzling to be despised, because consumers are allowed to come in and buy in. This is the three concentric circles that we have given in the study of brand learning. The core of the group is the core group. The group of people has locked the consumption, and then expand the circle to a loose crowd. If you enter your shop, you will become your consumers, potential consumers, the most marginal consumers, and people who have heard of this brand on the word of mouth. How do we lock these three concentric circles? So I think the brand of China is just on the road. Clothes are meant to be served by people. We will not dress up in a fashion market as an international top class gathering. It is a Oscar awards evening.

We have been holding the clothing forum. Now we have witnessed the development of the whole China, the development of the market, the development of the brand concept, and the tacit agreement between people and clothing. I believe that people in this world, he loves art and music, likes reading a book, especially in a certain landscape, or can relate to a person's heart and soul. This is a kind of fate. I also believe that a person with relatively clear self-awareness must have deep affinity with some kind of clothing.

His search for the world is to bring everything that can enrich and extend his life back to his own life, from clothing, food and furniture to books, to music. He takes all this back to himself, because of all this, he is stronger and more self possessed and has the future.

So I say that people are learning to identify themselves in clothing. Clothing is also shaping the brand in the crowd. Clothing and brand complement each other. We are going to maintain this continuous development. Maybe our future will usher in a kind of self adherence to quality, so I think we are on this road, and wish the Chinese clothing industry better and better. Thank you!