Building China'S Brand &Nbsp; 2011 Fashion Forum Prelude

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Entrepreneurial perspective

Chen Yiyun, President of Shenzhen poly garments Industrial Co., Ltd.: everyone has their own standards about beauty, but there are still some commonalities in true beauty.

The recognition of a public is the recognition shared by elegance and vulgarity.

For costumes, we should contact more kinds of aesthetic knowledge.

Beauty is a kind of energy. When the beauty created by your brand can bring a kind of energy to your customers, this value really exists.

As an industry person, we should let our knowledge be broader. We will move many people according to our inner feelings, rather than copying and imitating.

Hong Zilin, chairman of Hangzhou Hongye apparel Co., Ltd.: history tells us that ten years is a boundary.

Ten years ago, half of the models of success were eliminated, and the so-called management model that we called ten years ago, almost half of them have been eliminated, and this speed will be faster and faster.

We have several numbers, the telephone users from one person to one hundred million people, probably spent more than 100 years, but in the Internet age, Internet users popularized to one hundred million, it took only a few years.

The same is true for consumers. Consumption is the biggest source of goals for young people. They will not consume, but whether your mode can be their favorite.

Second, are we experts in clothing? Of course, in broad terms, we are not necessarily experts.

The future must be consumer oriented and customer oriented, so it is important for us to become experts in their real sense.

Third, when it comes to change, as our brand insists, it is called "stick to the inherent and insist on change".

Persistence means that you stick to what you are most core and best at.

"Insisting on change" is because the environment is constantly changing, so we have to change, including business models.

All previous Chinese costume forum {page_break}

Liu Xing, design director of Guangzhou conjecture Clothing Co., Ltd.: I think the growth of brand is just like the growth of human beings. What we experience at different times will reflect on the product. The brand and the consumers are growing together and experiencing together.

We are going to make a brand new, natural and environmentally-friendly brand. The range of fabrics we choose is very narrow.

But when you see and experience, you can see that you can think a lot later.

This is how we slowly follow the brand growth.

At first, what you want to express is still very simple and very obvious. When accumulating to a certain extent, being polished to a certain extent, what you express can only give off real luster, and the things you want to show will be very comfortable.

What is polished by machines is different from that of hand polished materials.

Xu Mengping, general manager of Zhejiang fan en Clothing Design Co., Ltd.: in the Internet age, you must put yourself down and embrace a new world.

In fact, a huge change has taken place in clothing, and the consumption value of the whole society has changed greatly.

This year, the market structure has changed greatly. We all feel that consumption is changing too much.

The Internet is not only involved in sales, media, but also with everyone of us. It concerns how to build your brand.

Luo Yonghui, general manager of Hsing Ho (Xiamen) Garments Co., Ltd.: we often emphasize "focusing on implementation", but if the employees do not have a consensus, then the effect will be great. I believe this will be very difficult, and this kind of execution may become a misunderstanding.

Consensus is actually any decision made by an enterprise and the embodiment of its value.

How to let employees understand and cooperate with the company's decision-making, in addition to continuous advocacy, also organized employees often go out to learn some other advanced enterprises, or some reference cases, but also do some unified training.

Why to do so is to re recognize their value and enterprise value through their own promotion.

All previous China clothing forum scene

Mao Jihong, chairman of Guangzhou exceptional Garments Co., Ltd.: when we are talking about brand value, it has two most important indexes, brand participation and brand value. Ordinate is participation, and abscissa is brand value.

From the diagonal line of this system, there are two values, one is physical value, that is, the traditional value is rigid, and the other is intangible value.

The only way to share is with individuality.

Like the Chinese brand, the biggest personality is its own national culture and national culture.

Through deep exploration, deep understanding and deep absorption of traditional culture, we can communicate with the whole world through modern means, and find common ground and common language. At the same time, we will have a common difference, common needs and common attraction. In fact, this will create a common platform.

The greatest strength of a brand is that it can make good use of all modern technology and also make good use of changes in ideology and behavior.

It can be said that whether they are "after 60", "after 70", "after 80" or "now after 90", they all have a mode of communication and communication, because technology can bring more revolution and change to us.

Wu Jianming, chairman of Napaga (Shenzhen) Garments Co., Ltd.: the positioning of a brand must be very precise, and in some areas, there must be something that represents itself.

Like Napa, her position is personality and difference.

We have always emphasized that we should do well in black and white.

Positioning accuracy is the most basic requirement, and then the deeper level is how to put the brand idea and culture into the consumer's mind, so that they can have a better understanding of the brand and make an invisible publicity.

Brand and product can not be separated, because the precise positioning of a brand requires product, design and other aspects of cooperation.

People always say that first-class enterprises sell standards, second class brands sell, and the three is selling products.

I think the second and three streams should be combined.

Wang Xiaofeng, chairman of Shenzhen costant Fashion Design Co., Ltd.: the development direction of the brand is the most important.

Brand development direction is my understanding of brand and product brand.

This should be the same concept. First, enterprise planning must be done, and enterprise planning must be the support of brand development.

Because of my mission, there must be two: one is the development of the enterprise, the other is the development of the brand.

Xie Bingzheng, chairman of Guangdong Bi Yin Le finery Co., Ltd.: Merger and reorganization of enterprises is a trend of future garment development, and no one can avoid it.

So why we should strive to build a brand is to make ourselves strong, otherwise, you will be merged or beaten.

After that, China's brand will not be so large. After market screening, there may be several strong competitors in each category.

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Shenzhen Ellassay Apparel Industrial Co chairman Xia Guoxin: several aspects of brand operation are like four legs of a table: the first leg is the product, the second leg is the image, the third leg is the channel, and the fourth leg is the service.

These four legs are indispensable and go hand in hand.

This is a concept I always agree with before.

However, customers said that these four legs should not be treated the same way. For a fashionable brand, the product leg is the most important.

I feel that what he said is reasonable. That is to say, although these four aspects can affect customers, the most important customer chooses the product -- to buy a favorite garment, which is comfortable and fashionable, and suits its taste.

In fact, enterprises should invest more energy in making products.

While emphasizing four aspects, we should pay more attention to products and make products better.

Zhou Cuiqiong, general manager of Shenzhen film Fashion Co. Ltd.: before we were doing business, now we are making a brand.

Since last year, we call it the "new ten years, new dream".

We have had a good year, and the whole world is watching China's fashion.

For the whole industry, we have to shoulder a bit of a sense of mission.

For the whole society, we hope to contribute a little.

The fashion industry has not many years of background for China. In just twenty years, actually, our learning ability is very strong, and the development of the whole Chinese society is very fast.

Therefore, today we have such a development, which is related to time, place, interests and people.

Zhou Sheng, chairman of fashion group (EACHWAY): the brand that will exist in the future must be a product that can reflect the aesthetic standards and living conditions of the Chinese at the moment.

In fact, the formation of such a product must have a brand, and the brand needs the idea.

How to do this requires us to have a clear understanding of the current brand development status, because the development time of Chinese brands is relatively short, and the development of the existing Chinese industry is more in the design state.

Chinese designer brand has two missions: one mission is that the designer should be the best designer of his part of the consumer group and the common consumer culture and aesthetic culture crowd to help them design the best products; second, you need to have enough patience and mood to help everyone improve their aesthetic consciousness.

This is their two mission.

Zhou Shaoxiong, chairman of Fujian seven wolves industrial Limited by Share Ltd, in recent years, we have found that domestic brands are trying to innovate in the process of imitation and learning, and are trying to inject a soul belonging to their own culture.

How can we express our cultural elements and pass on our way of life? As an advocate who can influence others, in fact, we are not too mature. There are, of course, some brands and some designers. They have expressed their ideas through aesthetics through artistic expression and understanding of some concepts of life, trying to apply them to the design and style of their own products, so that their products and brands are different from others.

This is a good start for Chinese brands.

Zhong Yongqiang, chairman of Jiangmen Bao FA textile and apparel Co., Ltd.: the brand's energy comes from its consumers, not the brand itself.

The reason why the brand can gather so much energy is that its values match the whole nature, and it is the same direction. This is my view on the brand.

When we define the value of a brand, we must deduce it from the fabric design, the design of the style, the manufacturing process and the sales channel. The whole process must be done around this value.

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Shandong Ruyi group was formerly the Shandong Jining wool fabric, which was founded in 1972.

Today, Ruyi group, which has 20 wholly-owned and holding subsidiaries, has become a world-renowned innovative technology textile enterprise with hundreds of patents and innovations.

The group achieved over 10 billion yuan in revenue, total assets of 7 billion 300 million yuan, thirty thousand employees, and two listed companies in China's domestic A shares and Japan's Tokyo motherboard.

At present, the group's comprehensive competitiveness ranks the top five in China's top 500 textile and apparel industry.

Its Ruyi wool textile industry ranks first in China's wool textile industry, with the top eight top competitiveness of China's apparel industry. Ruyi dyeing and printing industry is the top three in the top ten.

The company produces 20 million tons of worsted fabrics, 1 million sets of garments, 50 thousand tons of cotton yarn, 100 million meters of cotton cloth, 300 million meters of cotton dyed and dyed fabrics, 30 million knitted underwear, 20 million meters denim, 10 million sets of home textiles, and 3500 tons of high-performance spandex fiber.

In December 2007, the "Ruyi" stock of Shandong's wool textile industry was successfully listed.

At present, it has the largest domestic wool textile industry chain and the textile dyeing and printing industry chain, and its product quality, technical content and export unit price occupy the forefront of domestic production enterprises.

The group has import and export autonomy, state-level enterprise technology center and postdoctoral workstation, and has been certified by ISO9001, ISO14001 and CSC9000T.

"Ruyi" trademark is a well-known trademark in China. It has been awarded the "famous brand of China" and the "famous brand of export" which is mainly cultivated and developed by the Ministry of Commerce.

In 2009, Ruyi Wool Textile Co., Ltd. was first qualified by the world's first visual Expo PV exhibition in France. It has won the global textile fabric fashion trend for Chinese textile and fabric enterprises.

In 2010, Ruyi spinning (high efficiency short process embedded composite spinning technology) was awarded the first prize of national science and technology progress.

In the same year, Ruyi group controls Japan's clothing giant RENOWN.

For Chinese companies, this is the first acquisition of a listed company on the main board of the Tokyo stock exchange in Japan, and the object of the takeover is Brand Company, which has long occupied the first place in the Japanese apparel industry.

In 2010, Ruyi co hosted the China Fashion Forum for the first time.

In 2011, Ruyi Group Co sponsored the China Fashion Forum.