CHIC2011: Exclusive Interview With Professor Wang Xiangsheng, International Fashion Brand Development Management Center

We are in 2011.

Host: perhaps they want to retain a more complete system including their own craft and culture?

Wang Xiangsheng: Yes, I want to stand on our position that China's market is very large and its sales are very high, but they know about this matter during their contact with them. They also appreciate our Chinese market, but you can imagine that they have already lived well in the local area, and they already have a certain degree of acceptance in the local market. They really do not need to risk their brands decades of brand names. Once a Frenchman told me that I really did not want to own their brands in their own hands, but they really were willing to cooperate, and the introduction of these foreign brands to our Chinese enterprises, our brand has greatly improved.

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Moderator: Professor Wang, I have known you for a long time. I know you have made many plans for many brands, and have achieved very great results. I wonder if you have any secrets.

Let me share with you, first of all, I would like to take every brand as a unique case. I will not apply a method to every brand, because after all, every brand is different. In the process of guidance, I should focus on the brand leadership of our brand, because every brand can not impose my ideas on their leaders or their bosses. Third things, I think I will think more about the advantages of the brand, and find it easy. But some shortcomings can not be changed immediately. Although there are some shortcomings, I want to help a brand. I want to find the advantages of the brand and give him an edge. Wang Xiangsheng: the secret is not ready, but there are some.

我們是一個專家，但我并不是萬能的，剛才你稱我為專家，我非常感謝，何為專家?我們在某個領域上一定是專業的，我想發揮我的專業支持這個品牌，我是市場品牌連鎖專家，我在這個方面捕捉品牌這個方面的不足，然后想辦法讓品牌的優勢發揮的更好，所以在過往合作過程當中還是跟品牌合作商一塊兒，特別我的經驗是什么呢?在行業中比較難合作的就是設計品牌的老板，就是設計師，比較難跟他們合作，我對設計品牌首先我應該專注品牌設計，不應該認為我是營銷專家，把我們做品牌一套強加給我們的設計師老板，這肯定不會有好的效果，我的責任就是想把他的設計能夠跟上市場，能夠通過我的推動把這個設計讓更多的人接受，讓他的設計更有價值，這個設計我覺得還是非常有效果的。

Moderator: Yes, we consumers can recognize these brands?

Wang Xiangsheng: Yes, because I have told many designers that it is very simple that you design your clothes and how good your ideas are. What is my cooperation with him? Let his idea make his design concept soul through marketing, and let us understand more clearly his value through our planning, and more importantly, how to appreciate this brand.

Moderator: Professor Wang, is the international fashion brand development management a new industry in China?

　　王翔生：有兩塊，最近做的比較多的我們作為一個橋梁讓國際品牌有效跟我們國內品牌合作，最近一兩年，剛才我提到了因為現在更多的國外品牌有欲望想進入中國市場，我們中國企業也希望能夠代理或者是跟國外品牌合作，以前大家的理解不一樣，這個機會很少，最近兩年這個機會很多了，但是在前期很多的國際品牌跟中國品牌在合作過程當中，我們發現了很多不適應，發現了跟國際品牌合作并不好，其中一個國際品牌管理的角色就是讓中國企業能夠更有效的跟外國品牌合作，通過一些溝通，理解，策劃，讓這個品牌能夠盡快在我們中國落地去發展，另外第二個也是我們慢慢去考慮去做的，或者是協助我們品牌進入國際的市場，這個也可能是我們的一起做品牌的朋友的期望，我曾經看到我們十二五規劃里面其中有一塊是我們中國要打造國際品牌，我相信我們

In my opinion, as long as we have entered the international market in a certain foreign country, I think our website has entered the international market in English. As for us, I think it is a good opportunity to enter the international market. First of all, after entering the world, the whole world is more concerned about China. The Chinese brand has not appreciated the brand from the past, they have even appreciated our Chinese brand. The key is whether we should prepare ourselves. I want to make a joke. If we want to enter the international market, is there a department to do this thing? If we want to enter the international market, we should consider a show or whether we want to develop in the local market. We hope to do this. The clothing industry also has the opportunity to complete this standard brand area.

Moderator: Professor Wang, before you mentioned that many Chinese entrepreneurs in the clothing industry are very eager to shape and brand themselves. Do you think that the initial stage of the survival of China's clothing industry has passed?

Wang Xiangsheng: we have really passed the stage of survival. When we first entered this industry, we entrepreneurs asked me how to make the most money, how to build my market in the second stage, and the third stage is asking what brand development strategy is like. In the past two years, I began to ask how to build my brand. China is becoming a long-term brand from China's short term behavior. This is a good thing and a current {page_break}.

Host: what do you think of the prospect of the domestic clothing brand chain? What is the gap between the international fashion brand and the chain?

When I entered the Chinese market in the more than 10 year, I was also a fashion retailer. I was a retail chain expert. I had an opportunity ten years ago when I first came into contact with our clothing brand industry. At that time, I felt that our Chinese clothing brand was too good to do, because we couldn't reach the strategic management planning mode in our chain. Through so many years of industry experts, we made some concerted efforts. Indeed, we are still making progress in this respect. I still think that in terms of chain, there are still many room for further improvement. We still consider opening shop as the main business. If we want to create a chain store for every store, and build a Chinese chain brand, we still have a lot of work to do. Wang Xiangsheng: we have made progress. In the past few years, we have made progress.

Moderator: now some clothing companies like to introduce international brands for packaging. Do you think this method is desirable, is it an innovative behavior?

Wang Xiangsheng: do you think the registered brand is an international brand or an international brand?

Host: actually, there is a big difference between these two. If you are a clothing business owner, what kind of way will you choose to build your own garment industry?

　　王翔生：我想其實我們用什么方法呢是決定于我們消費者的成熟程度，怎么說呢，很清楚把我們服裝品牌分成三個階段的，第一個階段是什么呢，就是可能大概七八年前，十年前消費者對于外國品牌認識就是一個揚名，沾國外名，我就認為那個時候肯定是注冊一個品牌，我就開始做，再過一個階段，消費者發現了并不是注冊品牌了，他更多關注這個品牌的一些內涵，一些背景，所以這個時候真的會代理一些品牌，但是在這個代理過程當中我們可能只是代理他的名字，但是很多的操作模式依然還是我們這個本土模式在操作，沒有帶一點品牌的影子，當然還是能夠接受，有一些洋人來演講可以接受了，甚至這個品牌在外國有了可以接受了，我想最近幾年中國消費者嘗試著走，他真的知道什么品牌是外國的，外國品牌應該是什么樣的，他已經能夠感受模式設計，模式

The operation is a foreign brand. We must introduce his soul and his operation into China in order to truly cooperate with the international brand.

Moderator: Professor Wang, what kind of research achievements have you made recently, or what kind of industry view can you share with our wide users of China apparel net?

　　王翔生：我想我們中國的品牌未來發展潛力依然是最大的，我們對品牌的要求也越來越高，原因是什么呢，原因是我們中國的消費者是比以前更加的成熟，而且我們外來競爭也是越來越多，下一個階段品牌要成功的話，真的不能夠光是靠一個點子，一個表演或者是一個活動，就指望這個品牌能夠做得非常成功，第二個觀點是什么呢，做品牌的時間，因為剛才我也看到了這次展覽會看到很多新的品牌出現了，有一個這樣的看法是什么呢?如果你真的要做一個品牌的話，不是短期能夠成功的項目，過往可能十年前你做品牌不要半年一年你就能夠看到成果，但是現在做品牌兩三年的時間才能初步看到效果，這個是我們市場慢慢成熟的原因，而且你打算做品牌，或者你是新品牌的話，我會建議你計劃準備時間越長，你的品牌未來生命力越長，如果我們的計劃準備時間越

To make a brand, I will give them some advice, that is, a lot of export enterprises may say that I am a garment enterprise for ten or 20 years, and I can not possibly make clothes. The problem is that they are doing clothing production, and they are not selling clothes. They are completely different concepts. So I hope they are also the simplest way to start with, that is, to understand the market first, to understand our brand retail, and then to make plans to do things, not to put money in first, and then to do some time to see the result again. This is also a way that our export enterprises like to do, which is often unsuccessful. In the past two or three years, I have given some experience and advice to export enterprises in my recent practice. Short, maybe your brand's vitality is short, including many export enterprises including Hongkong, and some non garment enterprises have already started.

Moderator: I hope that with your help, there are more and more brands going to the road of development. Dear netizens, our live broadcast is over. Thank you for your attention. Thank you, Professor Wang.