Brand "Wisdom" Wins

Ruyi 2011, one of China's clothing forum series reports

What is the stage of development of China's clothing industry? Has the opportunity of brand development already arrived? What magic power does the brand have? How should we do the clothing brand? What kind of brand concept should we build? In March 29th, the leaders, experts and entrepreneurs from the industry discussed these issues on the Ruyi 2011 China clothing forum.

Brand power

Du Yuzhou, President of China Fashion Association

In 2010, in China's clothing industry, there were more than 19000 Enterprises above Designated Size, accounting for 8% of the total industry, 11% of the industry, 9% of the industry, but 47% of the total industry.

Where does their added value come from? One is technology, the other is brand.

China's clothing industry is in an ascendant stage and has entered into the development of China.

The "12th Five-Year plan" proposed that a large number of large and medium-sized enterprises with core technology and independent brands should be trained.

Clothing enterprises must seize opportunities, grow up and move towards the world.

After Vice Premier Zhang Dejiang visited CHIC2011, he stressed that although China's clothing brand development has made achievements, it still lacks international famous brands.

To become a strong country in textile and clothing industry, China must develop its own national brand.

He pointed out that while speeding up brand building, China should also attach importance to quality, technology, design, management and marketing, as well as social responsibility as an important part of brand building.

In recent years, the clothing industry has been studying brand ecology.

As long as we are careful to manage and maintain a good ecological environment, the brand of clothing can grow healthfully.

Culture is an important part of the brand ecology, and it is a historical heritage.

Brand creation should focus on modern cultural elements while absorbing traditional culture.

Chinese culture contains rich elements of national culture.

Brand innovation requires both technology and cultural charm.

You can't copy others without international respect.

To do well in brand culture, we must first have national self-confidence.

In 1993, Ma Lan, the international fashion designer, got a good response from the Chinese big flower element.

We can not use China's big flower cover as a garment, but its pattern, color structure culture, especially art level, will help improve the level of costume design.

For instance,

China is a big producer and a big consumer country.

1 billion 300 million the living standard of the population has improved, and the demand for clothing is higher. It will require different lifestyles and styles.

We can't just complain that consumers love foreigners, because our enterprises can not fully express their pursuit of individuality.

If there is no personality, then there is no way to talk about brand.

Modern art and post-modern art pay attention to "meaning".

"Meaning" is not expressed directly by specific things. It includes all details and details beyond the product.

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In brand building, enterprises should also pay attention to

Brand is the embodiment of industrial creativity.

On the basis of the existing basis, the construction of Chinese clothing brand is bound to stride forward during the "12th Five-Year" period. Not only will it be recognized by the vast number of consumers in China, but it will also have a high degree of international recognition, so as to achieve the goal of "clothing power".

Winner is king.

Xia Guoxin, chairman of Shenzhen grace Industrial Co., Ltd.

Now there are more and more brands, but in the future, Chinese brands will be less and less.

Brand is bound to "cross a single timber bridge", can be left behind, is the strong.

In 12th Five-Year, it was explicitly proposed that residents' income growth should keep pace with GDP growth.

We can boldly predict that the future is the ten year of China's consumption and development. In this historical opportunity, Chinese clothing brands will make greater progress.

In fact, Chinese brands are actually not weak in terms of quality and design, including image building ability.

This is due to the opportunities brought by reform and opening up and China's huge consumer market. After more than ten years of development, many Chinese brands have grown from scratch, and now they have grown to billions or even billions.

But the era responsibility of Chinese brands has a long way to go.

According to authoritative organizations, China will replace Japan as the world's largest consumer of luxury goods in 2015.

So far, however, there are 100 luxury brands in the world without a Chinese brand.

That is to say, China, as the world's largest luxury consumer market, is all consuming foreign products.

We are faced with many challenges.

First of all, it comes from the competition of China's garment industry itself.

Many excellent domestic brands are expanding, and the future of homogeneous competition is bound to emerge.

At the same time, many foreign brands have also entered China in large numbers.

Many excellent brands abroad were born in six and 70s, and developed more than 20 years earlier than us.

Chinese enterprises have been developing rapidly in the short span of ten years, and in the next ten years, we have reason to believe that China's clothing industry will produce better, bigger and stronger brands.

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Customer innovation

Dr.Peter Ting, vice president of international market operations, Blue Ocean Strategy Regional Centre

The average selling price of each Polo brand clothing is more than 50-100 US dollars.

In fact, many of Polo's garments are made in China, with an average production cost of $three.

But once the brand "Polo" is put on, these clothes will instantly become 50 dollars, or even more than 100 dollars.

In terms of the current situation of clothing enterprises, the price of Chinese clothing brands is generally low, while French brands are relatively high.

China is the largest manufacturing plant in the world in terms of manufacturing, but France is much better in terms of design and brand ownership.

Chinese clothing should not only be made, but also create higher prices and earn more profits.

Therefore, China's garment industry must change its thinking, focus on pformation and enhance its value.

The development of Chinese clothing has also entered the "boom period".

But "prosperity" is not eternal.

Chinese garment enterprises should seize the opportunity to enter the world market in the "prosperous era" and create new market space.

We think 80s is quality, 90s is enterprise reengineering, 2000s is innovation.

Entering the second ten years of the new century, we must focus on value innovation.

Chinese clothing enterprises have come to the stage of brand creation from brand management, brand management is to retain the existing customers, brand building is to consider how to turn potential customers into our existing customers.

Value innovation is different from brand management.

We should not place too much attention on existing customers, but rather on non customers.

Although they are not your customers now, try to create new demands so that those non customers will become your customers.

There is little space for simple value improvements, because you are facing fierce competition.

If you innovate in value, you are the vanguard, and no competitor, the profit will certainly be high.

Chinese clothing enterprises must concentrate their efforts on brand creation before they can open up new markets.

For example, in the aspect of service innovation, Chinese clothing enterprises must pay attention to it. There are many high profit growth potential.

To create value, we must change our thinking and create and explore with new ideas.

I believe that Chinese clothing brands will prove to the world in the near future that the Chinese garment industry can not only produce clothes that earn one or two dollars, but also produce clothes that earn tens of dollars or even hundreds of dollars.

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Win new customers

Founder of UNIQLO Liu Jing Zheng

Just like Steve Jobs, he popularized Apple computer as personal computer, then rewrote the music industry with IPOD, and rewrote the function of mobile phone with IPHONE and IPAD with mobile processing function.

Perhaps, UNIQLO can also make such a cause. The future development of garment industry should also be "Apple type" development.

Apple actually defines its own characteristics first, and then ensures that every product can highlight its own characteristics.

All Apple products, including packaging, product design, advertising, promotion, store experience...

All highlight Apple's unique identification.

These actions are not accidental, but very deliberate. Apple is slowly accumulated inside the company.

Apple CEO Jobs asked to fully convey Apple's culture within the Apple Corp, innovation, and then ensure Apple's characteristics at every Apple's pmission point.

For example, IPad, which has never had a bold idea ahead, a sensuous design and a customer friendly store sales system, has made apple a success.

In addition, Apple has established a trust system that every customer can access, and it has become a focus of the company's daily work.

The trend that Apple Corp has given us is that if we want to win in the world and win the future, we must establish brand and win new customers in change.

The development of UNIQLO brand focuses on contemporaneity and innovation, creating the potential needs of customers.

At the same time, the good operation mode of SPA form not only achieves two aspects of high quality and low price, but also launches in the form of chain stores, so that customers can enjoy the same goods and services at any place and any shop.

In addition, UNIQLO has the best cooperative factories and partners in the world, forming a business system centered on selected, no shortage and missing goods.

It is very important whether employees can correctly sell real good products in a good environment.

To enable consumers to buy good products in excellent salesmen is to create quality brands.

Brand represents the spirit and brand value of an enterprise or an operator.

It is worthwhile for us to study which company produces and sells products.

When buying goods, customers are not only thinking about the performance and function of the commodity, but also the emotional resonance.

Changing common sense, changing clothing and changing the world can create truly excellent brands.

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Brand Totem

Mr.Martin Brandt, founder of TrueBrand brand consultancy

Recently, Starbucks proposed to change the original logo, the original mermaid has a circle, now want to remove the circle, the "coffee" two characters removed, leaving only "Starbucks".

After the announcement, Starbucks consumers strongly opposed Starbucks's practice, and even customers complained about Starbucks CEO.

The impact of brand soft power is evident.

A brand built on customer loyalty is also afraid of no business, no money to earn?

Brand is an experience.

Good brands can give consumers the corresponding experience in ideas, product services, storefronts, websites, service personnel, sales personnel and so on, and these experiences will bring strong brand reputation to the brand.

In fact, many large companies have realized the importance of this experience and realized that what people want now is not limited to products. They prefer to have a comprehensive and comprehensive experience.

For example, Starbucks will not only invite their consumers to experience the consumption atmosphere, but also actively communicate with consumers, so that consumers can integrate into Starbucks's coffee culture.

In 2004, PHILPS introduced a brand promise: the perception and simplicity of taste.

In fact, PHILPS has been committed to providing customers with a complete and comprehensive experience.

PHILPS closely combines the brand with these two concepts, simplifies the process of doing business and design, implements all activities and products, and continuously strengthens these two concepts when communicating with customers and communicating with suppliers and all stakeholders.

After the implementation of the brand strategy, from 2005 to 2011, PHILPS's brand value doubled, and in 2011, PHILPS's brand value reached 8 billion 700 million dollars.

In fact, brand awareness is created by consumers and manufacturers.

Toyota Corporation research found that if the product quality problems, brand influence will be weakened, or even disappear.

Therefore, a good brand system is a necessary point for building brand strength and enterprise success.

It is an old idea to support products through brands.

The correct idea is that the company's business will become the brand itself, and then the product will support the brand.

For example, every apple product is used to support Apple brand.

Burberry new CEO Angela Ahrendts is very smart. He made a very important effort with her intuition, sensibility and dreams, and perfected the reconstruction of the brand system.

With his efforts, in the past three to five years, the Burberry brand has demonstrated its unique soft strategy and achieved good results.

This is a good example for a garment enterprise to develop its brand.