Culture As The Engine Of The Brand

Brand culture identity is the benchmark of brand acquisition lasting loyalty, and it is a fertile ground for brand to take root and grow.

"The rapid growth of the new star from the domestic fashion ladies industry to the industry leader is closely related to the unique corporate culture and brand culture of the company." During the 2010 Shenzhen Clothing Fair, He Shujun, chief designer of KAVON, said in an interview with reporters.

Ka Wen is the core brand of the domestic garment market in Shenzhen, and the new concept of dress is advocated: no age distinction, no nationality limit, and no restriction on body shape. There is only the understanding and cognition of the common aesthetic between the two.

In the pursuit of natural beauty, he helps people get closer to nature, makes body and mind more comfortable and free, pays attention to the design methods of clothing modeling and structure, studies the opposition and integration of natural and popular colors, and advocates the coexistence of formal beauty and inner temperament culture.

After years of careful building, the "brand" has established a high reputation and influence in the field of high-end fashion women's clothing in China. At present, there are more than three hundred stores in Beijing, including Shanghai, Shenyang, Xi'an, Hangzhou, Chengdu, Shenzhen and so on. They are also located in the first class shopping malls in China, including Beijing Zhongyou, Cuiwei, Hangzhou Yintai, Xi'an Kaiyuan, and Hangzhou Maui department stores.

"Achievement represents the past and does not mean the future." He Shujun, general manager of KAVON, said that he will focus on the strategy of building a strong brand and becoming a new generation of women's clothing classics.

In 2011, he returned to Shenzhen Trade Fair. This exhibition is no longer limited to investment negotiations. It focuses on promoting brand culture, strengthening brand proposition and deepening cultural appeal.

For this reason, He Shujun explained that pure commodities only have labor value, and this value is limited. Instead of converting commodities into brands, they need to endow commodities with intangible cultural symbols, commodities can be copied in a short time, and culture is not a day's work. It needs years of precipitation and infiltration. It is the endless brand power. It is unique and unreplicable, and it is also the core competitiveness of brands that can not stand in a changeable business battle.

The more than 500 square meter gymnasium of Cun Wen runs through the three parts of the past, the present and the future. It combines the three characteristics of the cotton and linen material, the three-dimensional cutting and the rich color.

He Shujun said that in his spirit, there was a kind of "natural inaction" in the spirit of simplicity and freedom. The subtlety of art lies in finding a spirit which contains abundant humanistic ideas from the busy life, and deduce it to make it alive and fragrant. It is enduring vitality and not rigid.

"This understanding and pursuit of art consistently runs through the early days of the origin of the works, to the present and even to the future." He Shujun said.

Art comes from life, but higher than life. Without the bare heart of life, the brilliant and strong emotion that is flaunted is also the water of no source and the tree without roots. Without life, art has become the absolute essence of no one singing, and can not be recognized and respected.

Taking the deep humanistic care spirit as the example, the multi-layered leaping life experience is filled with tireless artistic pursuits, and refine the rich life of women in the era of knowledge economy.

In the art life experience area of the cunn exhibition hall, with the theme of "artistic life, life" as the theme, through the skillful display of different situations, the prism of the different aspects of women's life is presented, and the emotional needs and aesthetic elements of contemporary women are analyzed, and art and life are perfectly integrated.

In the personal life experience area, the most classical cut elements and quick and changeable colors are used. Life is in the most original state of life. Art is condensed in natural outline and guided pursuit. Nature and individuality go hand in hand, with materiality and invisibly, every angle is the most beautiful one.

Society is always moving forward in a wonderful cycle. Every freshman is a metamorphosis and breakthrough, and the initiation again is often accompanied by traces of the beginning of the fission. The development of clothing is nothing more than that, "return" is frequently mentioned.

The exploration of the future is the eternal pursuit of human history. The future can be designed, but it always follows its own state of interpretation. The closed area design of the pavilion's future area is based on the natural cotton linen, which is always adhered to by the Kewen. The sharp ecological crisis is raised by the contrast of the bright and the dark lights. It gives people hope and strength, and explains the deep concern of the people and the unremitting consideration of the past.

There are very few products in the museum. In this regard, He Shujun, director of design, said that as a brand that has already enjoyed popularity and reputation in the market, we sell more than just the functionality of clothing. We sell a fashionable attitude towards life. Brand culture identity is the benchmark for the brand to obtain a lasting loyalty. It is a fertile ground for the brand to take root and grow, and it is its endless strength.

Ms. He Shujun is not worried about her future development, but she is also complacent. She laughs that the market is a double-edged sword. It has never been a thing for once and for all. It is very important for entrepreneurs to have market foresight and insight and understand timely and changing. "In the coming years, there will be a big reshuffle of clothing brands, and it will be inevitable for winners to take over. Only when enterprises operate in a variety of formats, do they do well in order to achieve the goal of building a solid foundation with Evergreen Foundation.

"Products can imitate, culture can not be duplicated." He Shujun said that the most important part of the future business lies in improving the system construction and cultural construction of enterprises.

She told reporters that at present, how to meet the needs of consumers has become a major issue facing brand marketing. Kwan has begun upgrading the market team and introducing a system of actual combat marketing to create a professional and innovative service team. Meanwhile, logistics lag has become a serious profit misappropriation point for domestic manufacturing and service industries. Our logistics system is also undergoing vigorous reform. Building a rigorous scientific production process and a fast and convenient supply chain system is our annual major task.

The development of He Shujun is a long way to go. But he believes that the hardships of hope are no longer bitter. The human body will be more challenging and sweet. This requires the staff to work together, have higher demands on themselves, continue to learn and improve, and become an excellent team to make efforts to achieve the goal of the future.