Upgrading Of Brand Culture Into Innovation Orientation Of Service Enterprises

As the largest traditional textile and garment industry in Quanzhou, despite the brunt of the financial crisis, the vast Chinese market is still the cornerstone of confidence, including

And so on, Fujian Fujian's men's wear advantage enterprises are vigorously deploying from commodity, marketing, brand and so on, and prepare for a new round of brand wrestling.

There are many indications that China's consumer market will soon enter another rapid growth period, which will bring new growth space for the development of men's clothing industry.

This elite club

The elite of the industry, focusing on the way to explore the development of menswear brand, pointed out that under the background of pformation and the homogenization of commodities, the competition among enterprises is not only a competition of capital and business mode, but also a deeper and more fundamental competition in culture and values. Thus, the pursuit of brand culture has become the innovation orientation of enterprises.

"Today

The market war is, in the final analysis, a brand war and a cultural game.

In order to achieve considerable development, clothing enterprises must take culture and brand building as a strategic support and traction for business development.

It is pointed out that the construction of brand culture can not only give brand personality and characteristics, enhance brand value, but also maintain and expand market share, and make the brand image a key to consumers' recognition and loyalty.

He said that in the past, domestic consumers tended to Yu Chongyang, buying things that look good, fresh pictures, and general physical needs.

In fact, in those days, business was better. Anyway, it's what we like, what we sell and meet the material needs of consumers. What we do is consumer goods. Few people will think deeply about what is the brand and what is clothing.

But in recent years, with the rapid development of China's economy and the improvement of people's material living standard, they began to pursue spiritual life, began to pursue the purpose of life, and the meaning of life. Everyone is actively exploring how to live.

At that time, the idea of how to live is bound to bring new opportunities and new opportunities for consumer goods and consumer goods.

In his view, today's consumer goods market includes

All of them are developing rapidly and rapidly growing. Most brands have sneaked into learning through lifestyle, innovating, developing new directions of brand development, changing old ways of learning foreign lifestyles in the past, finding out from the history and culture of China, studying how the Chinese consumption personality came into being, and using these to decide the R & D rhythm of brand products, so as to create products with unique personality.

In the face of the hard pressed consumers, facing the market of strong hands such as Lin, "we should make clothes into artworks."

It is pointed out that we should rely on mining the psychological needs of consumers to find brand positioning so that consumers can easily identify their brand personality.

Wang Liangxing pointed out that the historical culture should be endowed with creative methods.

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"One piece.

We can't sell the plate well enough to sell 8000 yuan, so we have to make clothes as artworks, and we must have the idea of jumping out of clothes to make clothes.

He analyzed Kohler's combination of furniture and art.

"We are not mature enough in many respects, but we are striving to develop overseas.

Image. "

He said that the brand must accurately focus on the global clothing market and succeed in the world.

They all have the advantage of brand core value appeal.

In view of the current trend of homogeneity competition in men's clothing, Wang Liangxing analysis, brand is bound to innovate, must have their own DNA, and their pursuit, Li Lang has begun to take the personalized road.

"As a man with ambition, we must have dreams, and in the most difficult times, there is no future without dreams."

In modern society, fast-paced life makes it impossible for businesspeople to spend too much time on dressing and dressing, but high quality lifestyle and attitude are what they pursue.

In view of the characteristics of business people, he proposed a simple but not simple brand proposition.

Wang said: "let's become an international men's wear brand. China is the biggest market. We have confidence to do well.

European brands have been precipitated for hundreds of years, and designers are still inadequate.

The designer's "understanding" in the market is the greatest design and creativity.

He analyzed and drew on the successful mode of international mature brands to explore the requirements of consumers' dress and inner feelings, establish their own brand core values and shape their personal connotations, so as to win in the differential competition.

"With the further pull of domestic demand, clothing, food and housing are all we need, especially clothing and textiles.

In terms of clothing, food and housing, we must continue to improve, and clothing is at the top of the list, so our market potential is still very large.

Hong Zhaoshe, chairman of Fujian Qipai group, analyzed, but in today's global economic integration, there is no boundary in the market. For Chinese clothing enterprises, international competition is uninvited. Only by facing challenges can we get survival and development opportunities.

He analyzed that the brand effect is not to see who does well in the terminal and who does well in the image. In the final analysis, the core of the brand is product.

If the product does not have congenital advantages, it is impossible to rely on promotion, packaging and advertising to make a century old shop.

The most fundamental task of brand is product personalization.

However, in the process of brand marketing, many new clothing brands still stay at the low-level marketing or imitation marketing stage.

"We will use more interesting ideas and concepts to cater to the individual needs of consumers, use excellent product quality and suitable sales strategies, so that we can find the brand blue ocean in the fast changing market.

"Chinese national culture is

Fashion dictionaries have been missing for a long time. On important occasions, suits are the best choice for Chinese men, but this is also true.

Embarrassment.

However, the strong, elegant and firm national flavor of "Chinese collar" has just eliminated this embarrassment.

Hong Zhaoshe said, brand culture is very important for a clothing brand. The future of Chinese clothing is its own national elements in products and brands. Brand culture should have a good combination with specific products, closer to consumers, more fashionable and popular, not only cultural demands.

In his opinion,

The future is in the product and brand contains China's own national elements, we must fully tap the traditional Chinese culture, in order to form a clothing style with Chinese characteristics.