Did JEANSWEST Name Hurt You?

Micro discussion on Bo theory

@ Li Daokui (PhD supervisor, School of economics and management, Tsinghua University): Tsinghua teaching building is not well known. I believe it is inexperienced. In universities, the naming of general classrooms and buildings can not be made by commercial brands, but with company names. It is more prudent to name a person (especially the late) or an alumni. So not all donations can be made.

Just change it, and explore experience for other colleges and universities. I don't think the school makes people think about that money and make a long-term advertisement. In fact, there are similar mistakes in foreign schools. The MIT case is not serious. The building of Journalism School of University of Missouri, Edgar's alma mater, is called Gannett building, which is named after the American press group. Harvard is so old that it needs to learn.

@ Liang Xiaomin (famous economist and EMBA professor of Tsinghua University): this matter is not impossible to do, the key is how to do it. I feel a bit hasty about Tsinghua's title.

@ Tang Xiaomin (Professor and doctor of literature, School of international communication, Beijing International Studies University): on the surface, he spent money. brand JEANSWEST seems to have spent money wrongly. JEANSWEST has reason to be concerned that Tsinghua University should investigate. But in fact, the brand is picked up and picked up, but the advantage is JEANSWEST. Because hanging signs is news, picking brands is news! A brand is always hanging there, people do not pay attention to it. Gerd said, "the rainbow of a quarter of an hour is nobody." So is JEANSWEST brand. After hanging and picking, someone saw it. It was wonderful.

@ Ding Jinkun (lawyer of Shanghai Da Bang law firm): Tsinghua University suffers jeanswest The donation of the company has changed the fourth teaching building to the "JEANSWEST building". On the surface, it is a conditional Gift Act, that is, a public donation named by the building. But in fact, it has the nature of advertising, because "JEANSWEST" is a commercial brand, which is for-profit, different from the naming of public welfare, such as the Run Run Shaw building. Therefore, "JEANSWEST building" is the advertising behavior of playing the edge ball. Tsinghua has not kept the ivory tower lofty, this is the essence.

@ Li Huafang (columnist): no one can discriminate against JEANSWEST. I wore JEANSWEST in a short time, and as a leading enterprise in cross-border M & A, I saw it right now. To understand this enterprise, you will find that JEANSWEST is more respectable than Tsinghua, which has bowed its head to power. Perhaps we should ask this question: is Tsinghua worthy of such a dedicated and dedicated enterprise, such as JEANSWEST, to contribute products and employment?

Media collection

The media, known as the national public apparatus, is an important mouthpiece for balancing social equity. The media's heated debate on this incident shows us the emergence of various viewpoints.

People's Daily: why is public opinion targeting JEANSWEST building?

Tsinghua suddenly appeared a "JEANSWEST building". The naming teaching building does not start today. It does not even start in China or start in Tsinghua, but the public opinion is stirred up today. It is thought that the onlookers are far more powerful than before. Two, a company that may feel more social prestige is tasked with Tsinghua. Three may reflect the most important social mentality. The soul of a university, the soul of a nation, and the spirit of a school must have a relatively quiet and independent place.

Xinhua: Tsinghua University jeanswest The building must not become "real private".

In recent days, a lot of reports from the media and the constant attention of the public have made JEANSWEST's name "a fire".

The reason why "Yifu Lou" is widely recognized is that the "persistence" which has been proved by practice besides Mr. Shao's high reputation, caters to the cultural tradition of "good mercy" and "Chongwen's heavy education" since ancient times. In contrast, the "JEANSWEST building" has a strong commercial flavour.

In fact, it is safer to say "JEANSWEST building". To find a clothing enterprise to name it, the school will not at least carry too much "moral hazard". If it is replaced by "Shuanglu building" and "Shuanghui Lou" and so on, it will be hard to say.

Guangming: the biggest beneficiary of JEANSWEST building is JEANSWEST.

The signature of an ordinary teaching building in Tsinghua University caused such a great response, which many people never expected. If the matter is premeditated, the careful planner must be JEANSWEST, because JEANSWEST is the biggest beneficiary of JEANSWEST building.

Before the incident, how many people in the country heard the name "JEANSWEST"? JEANSWEST made one of the loudest and most creative advertisements at no cost. I think this advertising creativity will surely be absorbed into future advertising textbooks, so that our advertising practitioners can learn, study and benefit.

Southern Metropolis Daily: is JEANSWEST building a win-win for education and business cooperation?

It seems that as a social person, we are actively or passively monetization and utilitarianism on the one hand, but on the other hand, we also feel that there should be a spiritual backyard besides money and utility. Our fear of "JEANSWEST building" is the exposure of this mentality.

Economic Observer: who has lost the face of JEANSWEST building?

Is it embarrassing to have a teaching building named JEANSWEST? Many schools in China have Shaw house and Yingdong building. This is all right. Are Run Run Shaw and Henry Fok not businessmen? Tsinghua University also has the hall of Roma and Hong Meng Lou. These buildings are famous for their businesses. Businessmen can, advertising companies and electronic enterprises can, can't dress enterprises, can they? {page_break}

What's wrong with clothing enterprises? There is no culture in selling clothes. Is there any technology content? Does Tsinghua University have business schools, and so many MBA and EMBA students can make better companies than JEANSWEST?

To put it plainly, mind JEANSWEST is only a cultural man's psychological arrogance.

Association voice

In the face of the heated "JEANSWEST" incident, how do the leaders of the garment industry association look at it? For this purpose, we interviewed Wang Zhuo, Secretary General of China clothing association and President of Guangdong clothing and apparel industry association, Liu Yueping.

Reporter: what do you think of the "JEANSWEST incident"?

Wang Zhuo: there is no doubt that JEANSWEST is excellent as a clothing brand. The purpose of JEANSWEST's Tsinghua building is to support education, and it is a specific measure for public welfare undertakings. Tsinghua's acceptance of JEANSWEST's naming is in line with international practices and norms.

The reason why this incident has aroused the resistance of Tsinghua students is so hot that the key reason is: mentality.

First of all, Tsinghua students' behavior shows that they think JEANSWEST's name lost Tsinghua's face. They subconsciously divided the industry into three, six and nine grades. This is not a good mentality.

Moreover, from the perspective of our apparel industry, we have not grown into an industry that makes people proud. This shows that we still have much room for improvement. We must admit that our clothing brand is not strong enough to make our students feel honored. Our efforts have not yet eliminated prejudice. It is the responsibility of our costumes to make people proud of their own clothing brands and let people enjoy the beauty of Chinese fashion.

Liu Yueping: it is a normal phenomenon for enterprises to name the buildings on the university campus. The name of JEANSWEST is also the same as Qinghua building. This is a form of expression that our clothing enterprises support the educational cause. It is worth encouraging the garment enterprises to support the public welfare undertakings.

Reporter: what do you think is the problem of JEANSWEST incident?

Wang Zhuo: I think the current social and cultural environment has caused the mentality of people nowadays. People generally believe that the high-tech industry is glorious, but there is a lack of understanding of the basic industries and a bias against the industry. The behavior of Tsinghua students illustrates the impetuous mentality of students and the ignorance of the clothing industry.

Liu Yueping: the reason why this matter has caused such a big controversy is that it has not done a good job of laying a groundwork for public opinion beforehand. There is no expectation that the sudden change of name may bring psychological impact to the students and the public.

Reporter: what do you think the cooperation between enterprises and schools should pay attention to? Are there any better ways than the naming?

Enterprise viewpoint

As the peers in the clothing industry, how do the entrepreneurs in the clothing industry view this event? Let's listen to their voices and listen to the feelings of the entrepreneurs in the clothing industry.

This is more or less painful for Chinese clothing brands. If this brand is not JEANSWEST, if it is Microsoft or other international brands, will it lead to such a big controversy? People who make brand must think about our ultimate goal. What we need is not just quantity, not just the size of the enterprise, how much assets it has, but most importantly, how much respect it can win. This is my inner feelings in this matter. It also reflects the lack of respect and lack of understanding of Chinese clothing brands.

Many comments on the outside world are unfair, and many people do not know the origin of the title. JEANSWEST can reach a consensus with Tsinghua, and the enterprise is "my good intentions". I think Yang (Yang Xun) himself never imagined that a proper act would cause such controversy. Tsinghua University can accept corporate naming behavior, and they themselves must be clear about it. This thing should allow many universities to reflect on it. The starting point of any enterprise's donation to universities is good. But how to use the money, how to win a win-win situation with the cooperation of enterprises, and get the sympathy of the public is worth considering in the way.

In addition, I think JEANSWEST should make its own voice about this matter. For example, why does JEANSWEST want to do this? Because no one knows more about the original intention and rationality of doing this than the enterprise itself, so that we can truly understand it. I believe that JEANSWEST's General Yang must have his own thinking and logic in naming the name, but without expression, the outside world can only guess, leading to this confusion of opinion guidance. I think JEANSWEST should deal with this matter together with Tsinghua University. The two parties give a more precise opinion, not simply the nameplate.

Xia Hua, chairman of Yiwen enterprise group

JEANSWEST's title is reasonable and legal. But in recent years, there has been some contradiction between the issue of student assistance, charity and behavior itself, and the values accepted by the whole society. This has violated the judgment of some people's values and led to this "JEANSWEST phenomenon".

JEANSWEST's naming event, coupled with some man-made factors in Tsinghua, has triggered controversy over the relationship between educational industrialization and business behavior. JEANSWEST is a response of education industrialization and education business in recent years. This also shows that students are inconsistent with some ideas and systems of current education. Some social phenomenon is often caused by a long point of accumulation of certain contradictions arising from the outbreak of a certain point. This may not be controversial because of JEANSWEST's naming. Lining and Adidas may also be controversial. If it is really aimed at an enterprise, it will make a mountain out of a molehill.

No matter which industry you are, whether you are traditional or high-tech, it is great to become a leading company. JEANSWEST has become a leading enterprise in the field of casual wear for decades. It is a valuable symbol worth learning. I think it is worth learning for Tsinghua students. How many students in Tsinghua can make achievements like JEANSWEST?

I think there are a few. I think they are unwise if someone accuses JEANSWEST of being in the traditional industry and criticize its naming behavior.

As long as it is consistent with the wishes of both sides, legitimate behavior should be recognized. Only when schools do something, they should solicit opinions and publicize them extensively. Tsinghua should be cautious in dealing with the following issues and balance the relationship between the two sides.

Wu Jianmin, chairman of Limited by Share Ltd

It is a good thing for enterprises (including clothing brand enterprises) to name their school buildings with enthusiasm. Because in my opinion, interaction between brand and campus culture can form a virtuous circle. In fact, JEANSWEST can name the university teaching building to a certain extent, reflecting the gradual strength of Chinese clothing brand.

Tsinghua University students and some people are disgusted with the behavior of JEANSWEST's naming teaching building because they believe that schools should be kept high and against the commercialization of schools in certain aspects. Nowadays, the commercialization of the society is too strong. Many times, the commercial smell in the society overshadowed the culture, so that the business atmosphere in Colleges and universities is too thick. In this way, the mood of the students is understandable, but it can not be blamed for naming enterprises.

The form of cooperation between enterprises and schools is varied. As far as I know, enterprises or individual naming teaching buildings are mostly aimed at new buildings, instead of changing names to the original ones. The public may understand the naming of new buildings more.

JEANSWEST's starting point is good, this is its performance in seeking brand added value and improving cultural taste, and now the clothing brand is paying more and more attention to cultural connection. The result of this backfire is that JEANSWEST's public relations and planning departments are not fully considered.

If enterprises want to associate with culture and art, they should emphasize ways and means, "spring breeze and rain is popular among the people", instead of blindly pursuing speed and efficiency, and can not be too direct and inertia thinking.

Shi Jie, general manager and design director of Hangzhou Fashion Co., Ltd.

I think JEANSWEST's naming Tsinghua building is a normal corporate behavior. Everything should be divided into two aspects. We should not focus on one aspect but ignore the other side of things. Now we are all interested in the issue of whether JEANSWEST is matched with Tsinghua University. We ignore the fact that JEANSWEST itself is a support for education.

What we should pay more attention to is whether the money of sponsorship can really be used in education. But now everyone is concerned about this problem. I think that as long as enterprises use the money for teaching, teachers and educational facilities, JEANSWEST should be affirmed. Is JEANSWEST not a respectable enterprise? JEANSWEST has been in the garment industry for so many years, and there must be a place worth learning in Tsinghua students in various aspects of management and ideology. Does Tsinghua's teaching building have to be crowning Microsoft or apple to show Tsinghua's taste?

Wang Zhuo: in fact, this naming way of cooperation is not a bad way. No matter how the mode of operation is or how to use it, there is no problem. This is international practice. It is a common way for enterprises to support education.

In many foreign universities, there are all kinds of famous buildings, which are big enough for schools. This is a kind of support for education and a good charity for public good.

I think the key to this incident is not a matter of method or mentality. Many experts and students in micro-blog think Tsinghua needs matching industries and matching brands. Is this not a kind of discrimination? As for the later education commercialization, it is a kind of explanation for this kind of behavior. Therefore, if the mindset is not straighten out, the problem can not be solved.

Of course, as the people in the clothing industry, we also need to examine ourselves. We do not grow enough to make the industry proud of ourselves. We need to make more efforts to improve and become a proud industry in the hearts of the Chinese people, and make brands that people can be proud of.

Liu Yueping: the cooperation between enterprises and colleges should pay more attention to protecting the positive image of enterprises. The society should also create a good atmosphere of public opinion, enabling enterprises capable and willing to support public welfare undertakings to support public welfare undertakings under zero pressure. As to whether there is a better way than naming, this should be a good topic for both enterprises and colleges. {page_break}

Expert theory

In the center of public opinion, JEANSWEST has not issued its own voice, but experts in the clothing industry have not been silent. They have their own opinions on this.

Tsinghua University should not do this thing, we do not comment, because this kind of thing is no longer "Chinese characteristics", and foreign business schools are basically funded through commercial sponsorship.

From the point of view of the clothing industry, JEANSWEST has issued the voice of this industry. A lot of people think that if another brand named "upscale" is named, it may not be criticized. JEANSWEST or the clothing industry does not match Tsinghua's "fine lineage". But I think this old view of the clothing industry should be changed.

From the perspective of enterprise marketing, this is a successful event marketing. For JEANSWEST, "you dismantle or not demolish, the influence is already there".

This shows that the marketing consciousness of domestic enterprises is getting stronger and stronger. From the creation of Buffett by Yang Yang and the purchase of LV by every guest, the JEANSWEST named Tsinghua University's teaching building seems to be rough, not very reasonable, but the marketing effect is very good. This is business. The reason is just like playing football matches. There may be some collision and entanglement in the process, but as long as they are not whistled by the referee, and the ball is kicked in, that is success.

Li Kailuo, an economic research expert in the famous fashion industry

This incident is not related to the nationality of the brand. I don't think it will be treated differently because of Chinese brands or foreign brands. For example, even if Armani is hung up, it may be said to be worshipping foreigners. The crux of the problem lies in the use of means and techniques.

The brand did not make corresponding planning and PR work beforehand. If there are some promotion and packaging and events in the Tsinghua brand before the enterprise, then it will be easier to accept the name.

It can not be considered that hanging a brand in a place is a brand, and it will produce influence. The promotion and publicity work in the early stage is very important. Let the public have a preparatory stage for understanding and psychological acceptance.

Wang Xiangsheng, President of IFB international fashion brand development management center

From the perspective of corporate communication, this is a matter of no doubt. It is a typical business behavior that an enterprise is willing to pay money, and the other party also accepts or violates the relevant laws and regulations.

Of course, from a school's point of view, whether or not to intervene too much in such business activities is a matter of discussion, but this has nothing to do with enterprises.

In the course of marketing planning, the enterprise may have foreseen the present situation, maybe not, but from the actual effect, the effect of brand communication has been achieved, and there are not many negative effects, because judging from the current reviews, most of them will not target brands. This matter also has certain enlightenment to the enterprise's dissemination. In the process of communication, the way to establish brand reputation in the target consumer's mind is worth exploring, especially in the way of forcibly infused brand dissemination.

Ma Chunlin, general manager of Shanghai only good (International) management organization

This is a very normal thing. In foreign countries, the commercialization of such things is more in place. I think that not only a teaching building can be named, but also a department or a professor's position.

For JEANSWEST, this is a very successful marketing. It can be named as a teaching building in the name of the brand name in the top universities in China. It has been very successful. Some people think that JEANSWEST's positioning is not high enough, but I don't think they should despise this fashion brand. Who dares to say that it can't become an internationally famous brand on a certain day? TOYOTA is not from textile. Of course, for Tsinghua University, it is safer to enter the name in the name of an entrepreneur.

Zhang Zhe, general manager of Shanghai morning brocade dress consulting company

The "JEANSWEST building" of Tsinghua University has caused a great stir, not only in society but also in schools. Why? Everyone thinks that school is a holy land and can not be tainted with commercial stink.

I think this is a prejudice and misunderstanding of business from ancient times to the present.

We must admit that entrepreneurs have become the main body of social wealth since the industrial revolution. Let us look at the world. As British East India Co executive Elihu Yale donated a number of goods and books, a newly established university was named Yale University. California Railway King Leland Standford has donated money to commemorate the death of her beloved son, and has set up a Stanford University. The medical research institute donated by the controversial oil king John Rockefeller has become the focus of medical research today Rockefeller University. The world-famous Nobel prize is named after the arms manufacturer Alfred Bernard Nobel.

The same is Tsinghua campus, why can you accept "Hongmeng Lou" and "Zheng Yutong building", but can not accept the "JEANSWEST building"? Peking University has "HSBC", Shanghai Jiaotong University has "An Tai", is everyone not too calm? Some people think that different industries represent different images, multinational companies and hi-tech can qualify for being elegant, JEANSWEST is a popular clothing brand, and does not match the image of the University. This is a big mistake. Public universities should be more populist and should take the priority of their own brands.

Zhang Jihuai, Professor of marketing, Jinan University

Corporate sponsorship school is a normal thing. There are such practices at home and abroad, which is a good thing for the development of schools and society. This JEANSWEST's naming of Tsinghua teaching building is a matter of no doubt. It will cause public concern and students' aversion. I think there are several reasons for it. The main reason is that JEANSWEST is a brand positioning the mass consumption, and the price of products is relatively low. This may not be consistent with Tsinghua's students' psychological orientation to Tsinghua University. After all, as the highest school in the country, Tsinghua University has a very high status in the minds of students, and they have come in for a long time. Of course, some people think that Chanel and LV may not be such a big controversy, but I don't think so. College students are not necessarily interested in such an international luxury brand.

Beijing fashion charm brand planning agency planning director Gong Fu Fu

Micro discussion on Bo theory

@ Li Daokui (PhD supervisor, School of economics and management, Tsinghua University): Tsinghua teaching building is not well known. I believe it is inexperienced. In universities, the naming of general classrooms and buildings can not be made by commercial brands, but with company names. It is more prudent to name a person (especially the late) or an alumni. So not all donations can be made.

Just change it, and explore experience for other colleges and universities. I don't think the school makes people think about that money and make a long-term advertisement. In fact, there are similar mistakes in foreign schools. The MIT case is not serious. The building of Journalism School of University of Missouri, Edgar's alma mater, is called Gannett building, which is named after the American press group. Harvard is so old that it needs to learn.

@ Liang Xiaomin (famous economist and EMBA professor of Tsinghua University): this matter is not impossible to do, the key is how to do it. I feel a bit hasty about Tsinghua's title.

@ Tang Xiaomin (Professor and doctor of literature at Beijing International Studies University School of international communication): on the face of it, JEANSWEST's money has been picked up and its money seems to have cost money. JEANSWEST has reason to be concerned that Tsinghua University should investigate. But in fact, the brand is picked up and picked up, but the advantage is JEANSWEST. Because hanging signs is news, picking brands is news! A brand is always hanging there, people do not pay attention to it. Gerd said, "the rainbow of a quarter of an hour is nobody." So is JEANSWEST brand. After hanging and picking, someone saw it. It was wonderful.

@ Ding Jinkun (lawyer of Shanghai Da Bang law firm): Tsinghua University, which was donated by JEANSWEST, changed the fourth teaching building to "JEANSWEST building". On the surface, it was a conditional Gift Act, that is, a public donation under the condition of building. But in fact, it has the nature of advertising, because "JEANSWEST" is a commercial brand, which is for-profit, different from the naming of public welfare, such as the Run Run Shaw building. Therefore, "JEANSWEST building" is the advertising behavior of playing the edge ball. Tsinghua has not kept the ivory tower lofty, this is the essence.

@ Li Huafang (columnist): no one can discriminate against JEANSWEST. I wore JEANSWEST in a short time, and as a leading enterprise in cross-border M & A, I saw it right now. To understand this enterprise, you will find that JEANSWEST is more respectable than Tsinghua, which has bowed its head to power. Perhaps we should ask this question: is Tsinghua worthy of such a dedicated and dedicated enterprise, such as JEANSWEST, to contribute products and employment?

Media collection

The media, known as the national public apparatus, is an important mouthpiece for balancing social equity. The media's heated debate on this incident shows us the emergence of various viewpoints.

People's Daily: why is public opinion targeting JEANSWEST building?

Tsinghua suddenly appeared a "JEANSWEST building". The naming teaching building does not start today. It does not even start in China or start in Tsinghua, but the public opinion is stirred up today. It is thought that the onlookers are far more powerful than before. Two, a company that may feel more social prestige is tasked with Tsinghua. Three may reflect the most important social mentality. The soul of a university, the soul of a nation, and the spirit of a school must have a relatively quiet and independent place.

Xinhua: Tsinghua "JEANSWEST" building can not become "real private".

In recent days, a lot of reports from the media and the constant attention of the public have made JEANSWEST's name "a fire".

The reason why "Yifu Lou" is widely recognized is that the "persistence" which has been proved by practice besides Mr. Shao's high reputation, caters to the cultural tradition of "good mercy" and "Chongwen's heavy education" since ancient times. In contrast, the "JEANSWEST building" has a strong commercial flavour. {page_break}

In fact, it is safer to say "JEANSWEST building". To find a clothing enterprise to name it, the school will not at least carry too much "moral hazard". If it is replaced by "Shuanglu building" and "Shuanghui Lou" and so on, it will be hard to say.

Guangming: the biggest beneficiary of JEANSWEST building is JEANSWEST.

The signature of an ordinary teaching building in Tsinghua University caused such a great response, which many people never expected. If the matter is premeditated, the careful planner must be JEANSWEST, because JEANSWEST is the biggest beneficiary of JEANSWEST building.

Before the incident, how many people in the country heard the name "JEANSWEST"? JEANSWEST made one of the loudest and most creative advertisements at no cost. I think this advertising creativity will surely be absorbed into future advertising textbooks, so that our advertising practitioners can learn, study and benefit.

Southern Metropolis Daily: is JEANSWEST building a win-win for education and business cooperation?

It seems that as a social person, we are actively or passively monetization and utilitarianism on the one hand, but on the other hand, we also feel that there should be a spiritual backyard besides money and utility. Our fear of "JEANSWEST building" is the exposure of this mentality.

Economic Observer: who has lost the face of JEANSWEST building?

Is it embarrassing to name a teaching building JEANSWEST? Many schools in China have Shaw house and Yingdong building. This is all right. Are Run Run Shaw and Henry Fok not businessmen? Tsinghua University also has Roma Pavilion and Hong Meng Lou. These buildings are famous for their businesses. Businessmen can, advertising enterprises and electronic enterprises can, clothing enterprises can not, can they?

What's wrong with clothing enterprises? There is no culture in selling clothes. Is there any technology content? Does Tsinghua University have business schools, and so many MBA and EMBA students can make better companies than JEANSWEST?

To put it plainly, mind JEANSWEST is only a cultural man's psychological arrogance.