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    Du Yuzhou: During The "13Th Five-Year" Period, China'S Clothing Brand Will Be Widely Recognized And Recognized Worldwide.

    2011/4/6 16:18:00 137

    Du Yuzhou'S World Awareness During The "13Th Five-Year" Period

      

    Du Yuzhou

    :各位中國服裝,著名品牌的掌門人,今天這個論壇對我們服裝行業品牌建設,是很重要的,今天上午張德江總理參觀了我們博覽會,看了四個男裝,四個休閑裝,還有七八個女裝,都是中國的名牌,是我們獲獎的一些品牌,從大企業,到設計師企業都有,他的感觸很深,他前面參觀我們服裝博覽會,今年特意看了我們品牌建設,一個感覺到,通過服裝的變化,在北京盡管交通部不方便,那么遠,他沒想到有這么多人,都不是看熱鬧的,都是做企業的,做銷售的,那么這次看中國品牌,沒有時間看國外品牌,我們也給他們匯報了,國內占65%,國外占35%,而且這是法國的,意大利的,德國的,美國的都來了很多著名的品牌,都是來的一些中小企業,都是比較大的品牌,亞洲,韓國、日本、臺灣地區都來了,香港也來了,國外品牌到中國以后,你像美國代表團,沒想到

    The development of the industry is very prosperous. He said that the 1 billion 300 million of us have raised the standard of living and raised the demand for clothes. We should have different lifestyles and different styles, including audiences, including many people who go along with them, including the press. People are dressed differently. We are a big producing country and a big consumer country. But the development and development of the brand, though we have made achievements, we still lack the internationally famous brand. We have become a strong textile country. We must develop our brand and national brand. Now we propose to speed up brand building and quality, technology, design, management, marketing, and at the same time, we also regard social responsibility as an important part of brand building. After that, the development of Chinese brands was so good. I didn't expect that we would have to work hard and not go far enough, because Vice Premier Zhang Dejiang saw the Chinese clothing after seeing it.


    So today's forum, we have no time to make speeches. We have reached a critical stage in developing China's own brands. It should be said that the development of Chinese brands is now at a stage of prosperity. Our last forum said that our brands are mushrooming, not in the past. We are always staring at a few big brands. When will we have an international brand and now we are going to land. If you want to have an international brand, we should first look at how the brand is born. So in recent years, our industry has been advocating and researching.

    Brand ecology

    ,昨天IPONE我們研究品牌,研究很多,我們也跟他講,我們行業品牌是注重品牌生態,他說你這個觀點是對的,我們不僅看大牌子,還要看草根企業,我們哪個不是草根起家的,除非是國有大企業轉制的,但是我們大部分是草根企業發展而來,為什么我們草根企業能夠成為大品牌,因為中國已經具備品牌成長的環境,我們叫生態,不僅要有大樹,也有萬物,也有小草,只要我們細心經營,維護一個良好的生態環境,我們自己的品牌,像中央“十二五”規劃建議提出的,要具有核心技術,有自主品牌的大中型企業,一定會成長起來,而且會走向世界,對于品牌來講,有各種各樣的實踐經驗,我們學者在總結,企業家在交流,我想我們每年一度的品牌論壇,最重要的是不斷的把品牌建設落實到我們產業的發展過程以來。


      從實際出發,來推動務實的品牌建設,技巧問題很重要,現在我們展覽會看出來,現在一種叫做快時尚發展文化,那也是品牌建設,它針對中低消費人群,快變化,價格不高,我們也有精品,也有走奢侈品品牌的,現在都有了,不僅奢侈品品牌服裝,還有奢侈品品牌的配飾,首飾,鞋,包,這說明我們的品牌建設呢,已經真正的進入了對中國人民生活方式的理解和適應上,所以我們品牌建設,目前來看,最大從行業人員兩大目標,第一個目標就是,要不斷的詩經中國各族人民過上美好生活的新期待,我們如何體驗這個新期待,如何和消費者心理溝通,心靈溝通,也就是說,我們品牌建設靈感,要來自于消費者生活方式的變化上,生活方式的進步上,同時,還有一條,我們的靈感,還要來自于技術,技術進步,全球化的發展,給我們的生產方式,交換方式,帶來

    This change has further expanded and deepened our brand's ecological understanding.


    Conditions are the conditions of our times and the conditions of the times. I think we should study technology ecology, technology is a way of expression of human freedom and human freedom, and it is a way of expression of human free will. Technology is an extension of human's creative thinking. In the age of hand grinding, technology is the age of feudal masters, economy and feudal life, and the age of mechanization of steam power. It has created the era of free capitalism in which capitalist production is the main body, and has also formed the life style of the capitalist era. Modern pnational production, modern information technology, and computer technology are developing in the era of high and new technology. Modern civilization has also emerged, and the age of multicultural symbiosis in the world is inseparable from modern technology. First of all, as an industry, as a consumer goods production industry, we must pay attention to the change of lifestyle, but it is not an abstract concern, but also a concern of certain conditions.


    However, there are some traditional technologies that still have high value, but this is not to restore the past to the past, but to excavate traditional consciousness from the past.

    Traditional technology

    Traditional culture plays a modern value. It is a process of scaling up the development of technology and standardizing the way of human production. An adjustment is made. That is to say, we are now competing today until today, and we do not fully realize the creation and development of our human freedom. There are still some handicraft technologies. However, handicraft is not restored to the original culture, but a new spirit that creates the new spirit of the age and a new atmosphere of traditional culture. This is a result of our hand-painted, hand embroidered and typesetting printing, which can also realize the value of mass production.

    From production technology to management technology to marketing technology, we have changed the way of human existence, the change of living space, the change of concepts, the trend of change, and the trend of popularity in France, then in the developed regions of Asia. Then we went to Beijing, Shanghai, China, and then to China's second tier cities. Not Paris's performance, Paris's fashion week, our brand can be seen at any time. We can not only see surprises, but also see why there are changes in today's world. This is not only the improvement of knowledge, but also the level of technology.


      今天我們的品牌給張德江副總理介紹了,很多屬于材料,絲和絨的繪法,化纖仿真的效果,還有很多發生民族文化的傳統,而且還非常具有現代感,我們這些企業和設計師介紹的,這些介紹,這些表現,都不是特意貝殼,準備出來的,都是臨場發揮的,很自然的,說明他們品牌發展是融入到現代技術生態環境里,無論是制作過程還是營銷過程,還是對消費者的掌握,怎么適應消費的生活方式,也是要新的技術,所謂預測,我去美國了解(潔西派林)品牌,很大的隊伍,要了解去年金融危機剛剛走出國體,世界的變化,藝術的變化,人們對服裝追求的微妙的變化,包括30年代金融危機過后,他們也研究當時服裝的特點,那么就研究,這次金融危機以后可能帶來的變化,因為西方國家從借債消費,改變了消費方式,到了加重理性消費,那么這個呢,就會給服裝材料的

    選擇,樣式的出新,都是一個新的,包括奧巴馬夫人對美國時尚的影響,都做了調查,因為奧巴馬夫人在美國銷售時尚方面影響很大,那么他們要到不僅是美國自己的城市,要到歐洲的中心城市,要到特別提到了,要到中國,看看中國上海,要到日本東京,來看看消費趨勢的變化,因為它是全球性的連鎖商業,他做出了一個八開紙,大概有兩公分厚的那么一個材料,來預知一年以后,服裝的變化,然后呢給他的設計團隊,他的設計團隊的負責人給我們講,拿到了市場預測的這本書以后,他說這是我們設計隊伍的天書,你有設計能力,不等于你能掌握未來的趨勢,你掌控了很多設計的語言,設計的思維,但是,你做出來的東西,如果不會預知的話,只能表現自己,但是我們品牌是表現你對消費者的了解,你對消費者心理的溝通,表現自己可以畫一張畫,服裝不行,一

    It must be worn.


    Here I talk about the second issue of brand, cultural ecology.

    文化它是生產力,生產關系,經濟基礎的反映,它又不是簡單的因果關系,它有一個歷史的因素,一個歷史的傳承,所謂文化傳統,文化傳統是一個歷史的長河,它是在不斷的積累和互相影響中,發展起來的,中國的文化當然是中華民族在這塊土地上,逐步積累起來的,但是在我們民族文化的元素里,有大量的,不同時期的多民族營養,那么直到今天,我們的品牌創建,在文化創建方面,都很注重吸收現代文化的元素,發達經濟必然有發達的生活方式,我們不能一貫埋怨消費者,崇洋媚外,原因就是我們還沒有表達他的追求,你只表達了他現在某些不足的方面或者說我們簡單理解傳統,我看手繡,我看這次展覽會一個印度的品牌,在全世界賣,就是一個紗巾,他隨著巴黎的展臺,參加了我們的展覽會,有了很多巴黎的文化,他的手繡,文化是一種現代感,我們一說

    Hand embroidery means that I am a traditional, traditional craft is traditional, not traditional, almost ancient replica, no modern sense, your handicrafts do not express the modern value, this is also culture.

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      如果大家再回去看展覽館,看看中國的品牌,當然是生機勃勃,你再看一看歐洲的幾個老的這種品牌,再看看亞洲的幾個新興國家和地區的品牌,我們通行的人就說,不用說具體,就眼睛一看,就覺得味道不一樣,文化的味道不一樣,童裝也是這樣,這次法國來的童裝,我們童裝發展也是在國際上發展,但是感覺還是不一樣,你所有服裝放在一起,一個品牌所有服裝放在一起,我們要看到你的個性是什么,什么叫個性,如果千篇一律沒有個性,那就沒有品牌,就是你風格,要有一個統一的風格,我們說現代藝術,后現代藝術講意味,我們講品位,他講意味,意味不是用具體東西來直接表現的,它是包含在你這個產品,每個個別產品都有它的因素,我們都呼喚民族品牌不是要保守民族文化的意識,而是開放的民族文化的意識,我們在講品牌文化生態的時候,首先

    要有民族的自信,一味的抄別人的,跟著別人跑,也得不到國際上的尊重,我們很多朋友從我們開始搞服裝服飾博覽會,就接觸海外的,就一直在搞論壇,我們跟著別人走,抄別人的,我們覺得很好,國外這些品牌,他不以為然,因為我們覺得很像,你在那個文化圈里,人家知道你有些是有隔閡的,有距離的,相反,國外的大師,1993年的馬蘭帝諾,他在表演,他就用中國的大花被,在我們舞臺上表演,他說這就是中國的文化,這就是說我們深在廬山,并不一定熟悉廬山,中國的國際化,各民族看中中國的是什么,我們也不一定特別清楚,但我們不能說,他看到了本質,中國把大花被作為衣服的話不是很多,但是這種紋樣,這種色彩結構文化可以起作用,就涉及到文化的深層,我們的品牌創新,既要技術的,又要文化的,特別是藝術的,所以剛才張德江副總理特別

    Emphasizing several times, we need to improve the design level and design. We also specially report on our brand building, pay attention to the ecology of an industry, the industrial chain, the fashion creation foundation from fiber to fabric weaving, and if our brand enterprises do not go deep into the fabric innovation, your personality will be difficult to play, because the individuality made by everyone is difficult.


      我舉一個例子,我們江蘇有一個叫范家的亞麻廠,它幾乎給國際上,歐洲的,美國的,歐洲的比如阿瑪尼,每年來訂貨,我關心是他怎么訂貨,他的采購帶來三個設計師,在這個企業里大干三天,搞樣品鑒定搞得亂七八糟,最后確定,他要定的產品,他的設計要求,提供給企業,然后廠長又給我看了,也是P,他定了家紡的面料,他說我實在不理解,他說跟我們過去農村的沒有區別,這就是我們對文化生態沒有掌握,我們的名牌都是到歐洲定亞麻面料,你有沒有推銷過,我有推銷過,推銷過沒有看中,我說你推銷什么樣的產品呢,是不是你現在給我看的一塊一塊的樣布,那個樣布我們企業看不上,但是國外大牌定的樣品,很有視覺沖擊力的,所以我們要把服裝品牌到那個企業去,去看一看,這個創造一定是一個產業的創造,你一個新的技術,要使你振奮,搞技

    The people who engage in business, those who engage in economy and those who engage in politics should be inspired by the emergence of new technologies, because they involve in our production and involve our national strength, and involve in the comprehensive competitiveness. This is even more necessary for us to make brands, because it brings new performances. Therefore, this technological ecology, cultural ecology, industrial ecology and so called ecology are not so intentional to say a new term, but to say that we are making brands, and we are committed to developing China's own brands, because they represent our nation, and in the development of the modern world, they are an ID card that is committed to the forests of all nations in the world.


      我們有很多企業,是做大眾消費的品牌,有的做中低收入的品牌,有的做16歲到25歲的品牌,當然說中國現在是奢侈品消費最大的市場,于是我們有很多致力于奢侈品品牌,那么前不久報紙上登了,我們的部門領導,我們奢侈品在國外賣得很便宜,在中國賣得很貴,于是錢都外流了,那么對這樣一個現象,我們的品牌創造者,或者我們有創造奢侈品品牌的企業,怎么想呢,我想這里還是回到我們對奢侈品生活方式的深入,它的技術,它的文化,我們不知道奢侈品生活什么樣,你就看看畫報,奢侈品就那樣的,你舊照著做,改改樣子,賣不出去,這不是一個生態的問題,那么現在中國的質量是我們的基礎,品牌建設的基礎,類似的質量,中國制造,紡織機械,在中國上賣,人家說你要降價,因為中國制造,瑞納總裁講了,我瑞納的制造在中國還壓百分點,我們在

    同類產品不同生產企業之間,存在著很大差異,那就是說你中國制造的形象,是質量不如人家,你有幾個好不行,就像我們的火腿腸,不見得所有的火腿腸都用了瘦肉精,但是一個火腿腸的分廠,加了瘦肉精,你這個火腿腸就賣不出去了,這就是品牌生態,因此我們的品牌,我們行業協會提出,不僅在質量上,創新上,快速反映上你做得很好,還不夠,還有一個社會責任,我們說的社會責任不僅僅是你對社會的制造,而且包括我們對勞動,對消費者,對市場秩序,對于公共義務,你的承擔,你是擔當者,我們大牌子,對中小牌子,對草根企業,承擔的什么樣的社會責任,現在是社會化的生產階段,不可能一個品牌全包攬全部,因此就是我們的中國服裝品牌,需要有一個團隊的意識,不是富人俱樂部,也不是大牌子俱樂部,而是一個民族的自信,是競爭,品牌是競爭

    The result.


      改革開放30年,現在品牌發展到今天這樣,我們首先歸功于中央確定的市場化發展方向,沒有市場化,沒有今天的品牌,靠政府計劃,靠政府的愿望是實現不了品牌大國,那么我們就要分析,在市場化前提下,怎么樣體現我們的核心價值體系,就是以愛國主義為核心的民族精神,以改革創新為核心的時代精神,我希望我們的論壇,不僅對已經具備一定成就的企業產生啟發,產生推動力,而且對廣大的中小企業,都有一個很好的引導,我們現在的品牌企業,相當多的產品是由中小企業生產加工的,我們有沒有考慮,你這個供應鏈,有沒有品牌價值,公共服務是需要大家支持的,為了促進紡織行業由大變強,我們一方面爭取國家的政策,一方面發揮行業的內生動力,圍繞著科技和教育的進步,我們紡織工業的紡織機關,科技教育基金到現在已經達到了7000萬,這是我

    We have reached 6 million of this amount in a year, which can reward our scientific progress, education and teachers. Recently, a number of enterprises have already committed themselves. This is a special approval of the State Council. Our textile industry, I recently came to several enterprises, and the enterprises present here are builders of the industry, taking on the social responsibility of the industry, that is, we should use the endogenous driving force to strengthen public construction.


    This year, for the first time, we have the possibility to set up ten basic research projects, so that our scientific research can go up to the theoretical level and make it faster to pform into real productive forces. In the past, we couldn't win the project, because now the development of new industries has been very loud everywhere, that is, you don't have many projects. You are making high-tech parts for people to process computer parts. You can get tens of millions of development costs. But in our industry, we need to solve material problems, solve technological problems, and solve the problems of green, low carbon and recycling.

    有大量的高新技術在里面,但是我們也很難,能擠到那個行業里,我昨天遇到一個大的牌子企業,他也說,我們這樣的企業,你獎勵我兩千萬,我不要白不要,但是我的發展要靠這個是發展不起來的,他的投入遠遠大于,按數量講是夠大的,我們品牌也一樣,前天我們張德江副總理參觀我們的服裝展覽會,我就建議說,我說政府要支持我們的公共服務平臺建設,智力水平的提高,水漲船高,我們大牌子搞發布會,五六百萬,有的上千萬,你幾十個牌子,不如讓公共服務網站搞,都有品牌意識,那么現在我們行業自己在做這個東西,我們也希望行業的進步能引起國家各部門的重視,特別是銀行的重視,每次抽緊銀根都是我們中小企業帶來非常大的困難,因為流通過剩的時候,往往錢跑到房地產,跑到了股票市場,而在收錢的時候呢,往往是收到了我們生產企業的流動

    What does this mean? It shows that our industry is changing from strength to strength.

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      品牌建設是向全社會宣傳中國紡織工業,服裝工業,強國建設,是對中國現代經濟具有重大意義,對中國現代文化的發展,社會的和諧,具有重大的意義,是最具有國際競爭力的行業,那么我們也得到了支持,那還是內生動力,所以我希望呢,我們的服裝品牌建設在現在的基礎上,能夠在“十二五”期間大踏步前進,到“十三五”的時候,就是2016年到2020年的時候,我們有大批的品牌,不僅是中國廣大消費者認同,而且具有世界的認知度,2010年我們服裝企業的規模以上是19000多戶,7.9%的企業,1400多戶企業,資產占全行業的8%多,銷售占全行業的11%多,利潤占全行業的47%,從業人數也只占行業的9%,它的附加值是哪來的,一個是技術,一個是品牌,就是我們“十一五”期間,在全行業深入人心的品牌貢獻力和科技貢獻力。


    We also put forward a large number of large number of demonstrative enterprise brands, to have a large number of regional brands, to make our brand value account for half of the value added of the whole industry, half of the technology and half of the brand, these two values can not be separated from each other, but obviously, the technology is the same, the product quality is the same, the effect of the same product quality will be doubled, some are two times, the same product of an enterprise is exported to domestic market, I recently analyzed the sales value and export products, and the result of my analysis is that the overall price of our brand domestic products is 2.7 times that of the export products, because our brand export is still too small, which is our potential. We are formulating the "12th Five-Year plan", which is also on the brand outline.

    So I think we have so many brands in our forums, some of them are big brands in the country, some of them are also influential internationally. I hope you can bring the whole industry to the lead. We really need to be strong in technology, brand power, low carbon green, recycling power, and powerful people. I believe we will be able to achieve this on time, thank you.

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