Jin BA'S Men'S Uniform: Thinking And Solving About Jacket Fashion

Jim Collins once said, "good leaders know how to provide answers, and great leaders know how to ask right questions."

And the vice president of Jin BA's men's clothing has told the author that since he joined the "power tyrant" in 2006, he still has only one question to ponder over with the growing brand: what is jacket?

In fact, in the 4 years from 2006 to 2010, it is the 4 year of finding the answer to this question, whether it's a strong fighter or a continuous advance.

In the past 4 years, the strong power has not only realized the double harvest of brand value and market share, but also realized the strategy of "going out of the river into the sea" from Jinjiang, which is rooted in the commercial city of Fujian Province to Shanghai, which is located in the economic highland. It is through the establishment of the national jacket laboratory, the revision of the national standard of jacket, the development of a Chinese jacket, and a series of actions that will benefit the whole industry and undertake the important task of leading the development of China's jacket industry.

Of course, in the past 4 years, as a growing brand manager, Lian Jin is also trying to think deeply about a clothing category.

In his own words, "basically graduated, but still need to take a postgraduate entrance examination."

One word difference

Just as culture is the most influential competitive factor in a country, the real competitiveness of a brand is also immaterial.

And what is the biggest non-material competitiveness of the company? Of course, it is "jacket".

As a typical representative of the clothing industry in China, the strong leader has introduced the positioning theory since 2002, and for a long time, it is also the only Chinese clothing enterprise that pursues the positioning theory.

And the primary achievement of firmly carrying out the positioning theory is that it has creatively accomplished the change from "jacket" to "jacket". As a foreign clothing category, the plation of the word "Jacket" has always been based on the "jacket" standard. Nowadays, under the impetus of the Chinese clothing enterprises such as "power driven", "jacket" has increasingly become the standard expression.

The jacket was first replaced by the "jacket" in the official standard version of the jacket national standard approved in December 2, 2010.

Lian Jin said that they not only formed a consensus in the whole brand system of the strong man's men's clothing, but also spared no effort to cooperate with other jacket brands, and continued to standardize all media communication channels, trying to change the established cognitive tradition of everyone.

"In my opinion, compared to" folder "," eggplant "is more appropriate from the perspective of clothing category.

In the past western concepts, jackets refer to jacket with short sleeves, tight cuffs and tight hem. In China jacket, it is obvious that the jacket is shorter, with a loose chest and all long sleeves except Western-style clothes, windbreaker, cotton padded clothes and shirts.

In the view of Lian Jin, it is not that the strong fighter is a good teacher, but because the imported jacket has been introduced into China since the beginning of reform and opening up. Its unique inner character has already fully integrated into the era of change and development, and has become the spiritual coat of every Chinese who is dreaming of creating wealth.

Abandoning "jacket" to choose "jacket" is more likely to be a metaphor for a clothing category.

In order to reach a consensus between Chinese jacket enterprises and consumer groups, we hope that the jacket can not only represent "the dream of Chinese wealth creation like grassland, but also add content or meaning, which is fashion, creativity, taste, individuality and experience".

The word "eggplant" not only illustrates the spiritual characteristics of jackets, but also shows the possibility of jackets as a fashion creative industry.

"When we talk about the westward movement of the United States, the cowboy dress is always on the mind. Jeans, as a spiritual totem, become the endorsement of the American dream.

For China's reform and opening up, it is natural to choose a clothing category as an endorsement, because it releases the spirit core of our era: hard work, enterprising, creating wealth and self strengthening.

It can be said, "jacket is a style, jacket is a kind of temperament, jacket is a kind of belief, is the best endorsement of Chinese dream, it needs a more Chinese culture writing."

In order to complete this change, in the 4 years of joining the "power driven company", we have integrated the jackets totem dream and the innovation and improvement of the brand vigorously, and through a series of internal and external brand communication strategies, we successfully gave the jackets a special symbolic meaning.

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A symbol

In 2010, the brand was founded by 30th anniversary.

For the 30 years of development and pformation of enterprises, they even say that they have a unique brand evolution theory in the power company.

Lian Jin believes that as the first batch of private enterprises after China's reform and opening up, the strong fighter has been able to go all the way to today and achieve brilliant results. That is because the strong fighter always sticks to a very important value. This is the sense of mission that the leader has been leading and representing the first brand in the industry for a long time.

In the three era of brand change theory, the first 20 years of reform and opening up to 2000 were described as the "product era". At this time, the era of reform and opening up liberated the market from the shackles and generated naturally.

In this era, market supply is less than demand, so long as there are products to sell, the market will be in short supply.

So the competition in this era is in factories.

In the second era, commodities enter the "brand age", where competition is located in the market. With the reversal of the role of market supply and demand, the mode of simple production and selling has been eliminated by the times.

In this era, the market economy has gradually entered the right track, and the value rule of commodity economy begins to control the market, and the market needs to decide production.

Therefore, this era needs brand, and needs to shape corporate image and brand image, and attract consumers through corporate image and brand image.

However, in the current "third pioneering era", what kind of situation is it?

Competition in the mental age lies in the mind.

What kind of value does a brand bring to consumers? What is the most important part of brand development in the impression of consumers?

Because today's media flooding, information explosion, network miscellaneous, how to seize the consumer's attention in the overwhelming brand, has become a bottleneck for the development of enterprises under the market economy.

In the age of mind, how to quickly occupy the mental resources of consumers and how to seize the minds of consumers become the key to brand development.

Because the brand development to this stage, the era of purely selling goods has gone forever.

Because in every industry there is a "two dollar principle", specifically to a certain industry, there may be only two brands left for consumers.

For example, KFC and McDonald's, Pepsi Cola and Coca-Cola, Nike and Adidas, Baidu and Google and so on.

The development of each industry to the late stage makes it possible for consumers to really remember only a handful of the best brands.

Just like in carbonated soda industry, what brands can't be counted after Pepsi Cola and Coca-Cola?

In the words of continuous words, "brand is in fact an instant Association. A truly strong brand always represents a word or a concept.

When speaking of a word, you can think of a brand, and the business is successful.

As for the target group of brands, there is a special term for "powerful people": "a group with a spirit of jackets".

As the backbone of today's society, the rich people need to recognize their identity after becoming rich. But when they start their business, they are always busy with their work, busy with their struggles, and have no time to take care of their clothing collocation.

The products and services of the brand are just able to make the group get the social approval.

"With the development of society, this group of rich people will also gradually reflect the younger age. Therefore, there are two important values of the strong fighter, that is, our products are of the leading style and with rich experience in the edition. On the basis of the 30 year version design experience, we constantly add factors of fashion and popularity, so that our country is always on the trend of the times.

With the support of these two values, RBA will not only lose the old customers, but also attract the younger generation to create new rich entrepreneurs. This is a very important point that RB takes.

Strong fighter is now in a very important and mature stage.

At this stage, it takes its core consumer group as "the main body of wealth creation", which is the people who start their own businesses since reform and opening up.

This group of people in the process of entrepreneurship, can feel power in the power of strong, and at this time, the characteristics of the strong brand is also reflected.

It is precisely because of this that even wearing a jacket that is worn on people is, in a sense, a spirit of the times.

Just as the very important quality of Chinese people is fighting hard, diligently and striving for self-improvement, and driving force can represent the unique quality of Chinese people. It can always bring a sense of struggle, masculinity and domineering power to these rich subjects, and this feeling is also the main driving force for them.

There is something deep in mind now, that is, "it represents the jacket".

Today's strong fighter has become a synonym for the jacket, and even a symbol.

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A field of vision

Jeffrey Garten, a professor at Yale University, asserts that the global economic center is tilting to the East. Two international financial centres in London and New York will face new challenges.

He also named the new competitor "Shangkang", that is, Shanghai + Hongkong.

The whole world talks about the Chinese model in the post financial crisis, and Shanghai is the most important word in this model, because it can measure the water temperature of China and the world.

As a result, in 2007, it began its strategic pfer of "going out of the river to the sea".

The move is also considered to be the only way for China to realize the dream of the world.

In 2007, the strong fighter moved from Jinjiang to Shanghai. After two years of water trial pition, it finally purchased a building on the Suzhou River, the birthplace of China's private economy in May 2009, and built its headquarters in Shanghai.

"Therefore, it is not the question of not coming to Shanghai, but the problem of taking root in Shanghai. From this we can see that a private enterprise is determined to move from domestic brand to international brand."

Everything is changing.

Lian Jin said that Shanghai's headquarters had moved to Taiwan for a year, and the evaluation of one word was that the bones were strong and had the strength and strength to compete with international brands.

The first is the change of vision, from the original family perspective to the international perspective.

Today, the management team of the company has undergone metamorphosis, and the management team is gradually moving towards internationalization.

Followed by the gradual integration of business management with international practice, the continuous infusion of high-level fresh blood in the powerful Ba gives a new international perspective to the company.

At the same time, as a leading brand in the industry, in the past few years, the company has been expanding its vision and ambitions by creating a national jacket laboratory, drawing up the national standard for jacket and establishing a color research and development base for jacket. At the same time, it has contributed to the country, and has seen the dawn of standardization and technology upgrading in the whole industry chain.

"Moving into Shanghai is the vane of building up a century brand." of course, it takes a lot of factors to build a 100 year brand. But I think 30 years as a time point is very important. Why? Because Chinese people often say that thirty years, Hedong, thirty years Hexi, it takes 30 years as the boundary, though it is a mantra, but it is rich in philosophy.

The Chinese have always had an inland mentality, especially after the entry of people into the customs. The whole continent is an inland mentality. The Chinese do not have a marine culture. What is the real attitude towards the sea? It is a challenge and occupation.

"Therefore, when we first arrived in Shanghai, President Hong Zhongxin mentioned in his speech that" land ends here, and the sea begins here. "

Jinjiang people are born with marine culture.

Zheng He's voyage to the west is not for the purpose of occupation. It shows off its national power and speaks for itself.

What is the real marine culture? It is like Zheng Chenggong and Zheng Zhilong, who challenge the ocean.

"Why does this area of Shanghai bring together so many people? It's very simple, because this is the great Shanghai.

In fact, the word Shanghai is very interesting. It is not just a noun or a regional noun. It is a verb. You understand Shanghai as a verb.

If you think of it as a noun, you are wrong, because Shanghai is more symbolic than the symbolic meaning of going out, and the real meaning and value of Shanghai is here.

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Accumulation

In Lian Jin's view, the history of Chinese costumes has been extensively and thoroughly discussed in addition to Shen Congwen's ancient Chinese costume research, which has not been done in modern times.

Because the history of clothing is an aesthetic concept, which is reflected in the way of life and closely related to social, economic and political forms.

French sociologist Pierre Bourdieu said that taste is a kind of guidance, guiding people to find their place in society and choose products that are suitable for them.

So clothing always has the so-called ethnic and temperament attributes.

"Do not belittle this. The central leadership condolences to the countryside. When you go to the Wenchuan earthquake scene, you must wear jackets. They can't wear a suit and tie.

Only when you have a thorough understanding of the historical accumulation and aesthetic accumulation of clothing can you discover that there are so many things to be excavated that you will really feel it.

Moreover, even at the highland of power fighter, there are many thoughts and explorations.

The popularity and popularity of this kind of jacket in China is closely related to Chinese culture.

The Chinese do not simply absorb the category of jacket. It reflects a cultural psychological structure. It is the ontology of history, the practice of history and the accumulation of history.

Why do we need to understand this? Why do we need to understand this? Why don't we even explain that because the Chinese cultural psychological structure is actually emotional noumenon, which is Li Zehou's emotional ontology, Li Zehou has a very important point, namely, practical aesthetics.

Beauty is the accumulation of practice and the accumulation of history. Beauty is accumulated.

This shows that Chinese clothing has its own unique deposits, such as the Chinese tunic suit. Every detail of it has Chinese cultural elements in it. For example, the four pockets outside its clothes represent "four dimensions, that is, propriety, righteousness, honesty and shame".

When clothing becomes a historical accumulation, you will find that jacket as a foreign thing has become Sinicization.

This reflects the cultural psychological structure, that is, the inclusion and blending of Confucianism.

Another example is Buddhism. It is a native India religion. It came to China to become Zen. So Chinese culture can absorb this kind of clothing. It has its historical roots.

Back to the jacket, though jacket is a fashion from France, but as a Chinese jacket brand enterprise that grew up 30 years after reform and opening up, it has given Chinese jacket more features, making the jacket between formal dress and casual clothes become the spiritual coat of a generation of Chinese people who are solid, enterprising, rich and self reliant.

This is a process of constant tolerance and evolution, which is similar to the history of cowboys.

Cowboy was first dressed by gold rush workers. It was a very labor and natural garment. But with the development of economy, cowboys became a very fashionable thing.

In fact, even the understanding of jacket is three-dimensional and deep.

"Now I want to make clear the history of jackets.

For example, France has the first law called "

And when this wave of change, revolution and innovation crossed the ocean and surged in the United States, it quickly integrated with the rebellious trend of thought in the American continent. After Bob Dylon, Marlon Barndo, Jackson, Elvis, Alan Ginsberg, Jack Kruyak and other American movie stars, pop stars, "Beat Generation" Poets and writers, jackets began to spread all over the world.

Jacket, especially the most popular leather jacket at the time, together with jeans and Harley motorcycles, has created the most revolutionary fashion trend for the world.

Until 1980s, when acting as a representative product of western fashion trends, jackets began to hit the young generation that had just opened their doors.

But in contrast to the development path of jacket in the west, the domestic jackets enterprises mainly rely on the brands such as the powerful and the seven wolves (002029). In the constant exploration and practice, they successfully terminated the monotonicity of the jacket, and eventually led the jacket to a more distinctive way of development, making it the spiritual coat of the Chinese who is pragmatic and full of enthusiasm, becoming the mainstream of Chinese leisure fashion.

From the jacket of history, culture and social politics, he talked in a simple way, but he talked deeply about it. But when it came to his feelings about the clothes he placed on the jacket, he went deep into it and couldn't get out of it. After all, in his field, he was full of affection and fell in love with him.