Starting Point To Meet The Needs Of Society &Nbsp; Innovation Has Become An Important Lever Of Clothing Brand Strategy.

Brand includes product brand, enterprise brand and regional brand.

There are three famous areas in Beijing.

There are three main points in brand culture: integrity, innovation and responsibility.

Integrity is the lifeline and the bottom line.

In market competition, innovation is competitiveness.

The key to the development of an enterprise and a brand lies in the building of innovation capability.

Today, I would like to talk about innovation.

The first point is to highlight creativity in innovation.

What is innovation? Innovation means creating new things that didn't exist before.

Generally include: thinking innovation, system innovation, technological innovation, product innovation, management innovation, business innovation and so on.

Innovation can not be confined to technological innovation.

Innovation is a systematic project.

Thinking innovation is the premise, institutional innovation is the guarantee, product innovation, management innovation and business innovation, not only create economic benefits, but also pform technological innovation into economic benefits.

Innovation is an extremely rich and flexible field.

All kinds of subjects should carry out multiple styles and multi-level innovations according to their own possibilities.

We certainly hope to have epoch-making innovations, but such innovations can not be many, but a large number of local innovations at various levels and innovations in the superficial sense.

Another kind of innovation is actually "change new". Men's trousers are two legs, which can't be changed and changed into skirts.

But the trouser legs can change, the trouser legs become thin from the fat, called the thin leg trousers, and become thin on the top of the fat, called the knickers, and become thin and fat below, called bell bottoms, and so on and so on.

It looks like innovation, but it is actually changing.

Change is also necessary.

What I want to emphasize here is that we should attach importance to the innovation of cultural resources.

The added value of brand mainly depends on the use of cultural resources.

Those who engage in industry and engage in service industries and engage in cultural industries should pay attention to the use of cultural resources.

And the most important means and method of this kind of utilization is creativity.

The innovation of cultural and cultural industries is mainly reflected in creativity, so there is a theory of "creative industries".

The pformation and upgrading of Wangfujing, the tourism of Houhai and the creation of Gong and drum alley are the embodiment of creativity.

In the world, one of China's greatest advantages is its rich cultural resources.

In China's economic pformation, making full use of soft resources should be a focal point.

And the key to making full use of soft resources is creativity.

Beijing and Dongcheng District need to take the lead in this regard.

Take creativity as an important way and content in innovation, and achieve more results.

Second, the starting point and end point of innovation is to meet the needs of society.

Intuitively, innovation is the realization and promotion of self value, but its essence is to satisfy social needs in new fields and new levels.

Innovation that can not meet the needs of society is not viable, and ultimately it is difficult to succeed.

Social needs include real needs and potential needs. There are local needs and overall needs. There are immediate needs and long-term needs.

To innovate, we must first study the demand, find the demand, and figure out a way to meet the demand.

Leaving demand alone and advocating innovation will lead people into misunderstanding.

In the early 90s of last century, YADU invented the humidifier to meet the needs of people to solve the problem of air drying.

Humidifier has developed into an industry.

American apple, from rotten apple to sweet apple, is because Jobs has discovered the demand that people want to connect mobile phone and Internet more closely and meet this demand.

There is a potential demand for the development of Beijing business district, that is, the demand of shoppers for parking.

The shops on both sides of Pingan Street are hard to live, and parking is a major constraint.

Business in Wangfujing is also largely constrained by parking.

So it has almost become a commercial place for shoppers in the field, and the city has a car owner because of the inconvenience of parking, greatly reduced the number of shopping there.

There are many restrictions on parking in Beijing, and there are few places to open up places, and the fewer places are more restricted. I think it is a problem worth studying.

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The third point is to solve the relationship between innovation and inheritance.

Any innovation is based on the development of history.

Simply negating history is not what we call innovation. It is historical nihilism.

This is especially true for Beijing.

Beijing is a famous historical city in China. It is an ancient capital of culture. There are many visible cultural heritage and intangible cultural heritage left by us.

These heritages are non renewable and extremely valuable. These rich cultural resources are not the burden of innovation, but the wealth of innovation.

There are three ways to combine inheritance and innovation.

One, preserving the original cultural heritage, but giving it new functions and new meanings and new ways of operation.

For example, the Imperial Palace.

One of them is to pform and rebuild it into a new cultural heritage.

For example, the Dongcheng root Ruins Park in Beijing and the Ming Dynasty Wall Ruins Park in the east gate.

One is to make use of various traditional cultural elements, including tangible and intangible elements, to create a new main body.

For example, Gong Gu lane.

From the perspective of brand, China Time-honored Brand is a valuable cultural heritage and brand resource.

But the status of China's time-honored brand does not excite us.

At the beginning of the liberation, there were more than 12000 old brands all over the country. Before the reform and opening up, they were reduced to more than 2000. At present, these old brands are running less than 20%, 20% are on the verge of collapse, and the rest are in general operation.

Several of the well established brands in Beijing are represented by Tongrentang and Quanjude.

Now an important task is to help revitalize old brands.

The essence of the revitalization of the time-honored brand is to continue the road of innovation and to combine inheritance with innovation.

It has been a pity that old name stores have accumulated a lot of intellectual property in history.

I believe that in the integration of inheritance and innovation, Beijing, especially Dongcheng District, has already had many practical experiences, including successful experiences and lessons learned from failure.

Now we need to make a comprehensive and conscientious summary, which will have great significance for the future development.

Fourth, integration and integration is the fundamental way of innovation.

Independent innovation is not "self" innovation, but "independent" innovation, and it is the leading factor of innovation rather than the only body.

There are three ways of independent innovation: original innovation, integrated innovation, digestion and absorption, and re innovation.

Integrated innovation, digestion and absorption, and innovation are all processes of integration and integration. In fact, original innovation needs integration and integration.

This integration is primarily the integration of the main body and the integration of resources through the integration of the main body.

We should implement cross enterprise, cross boundary, cross regional and cross domain integration as required.

For example, the integration of three kinds of subjects: "government, production and learning", integration of local and foreign enterprises, Chinese and foreign enterprises, integration of academic institutions, integration of enterprises and cultural institutions, and intermediary organizations.

"The more national, the more the world".

This sentence is very popular, but it is only a partial truth, not a comprehensive truth.

Many ethnic groups are not the world, especially in the economic field.

Miao clothing is a national, but is it the world? Not necessarily.

If Beijing wants to become a world city, it can not abandon "national" and "make the world". What should we do? We must integrate and integrate Chinese and foreign cultural elements.

If integration is "one plus one is greater than three", then integration is "one plus one equals one".

This "one" is not the original I, nor is it the original one, but it has your elements, and also my elements.

This is a new one. This is innovation.

Culture is so innovative.

In Japan, drinking Chinese rice wine is a Japanese wine culture based on the combination of whisky and ice.

The three tenor concert in the world at the Imperial Palace Meridian Gate is a fusion.

The pformation of new Dongan is a convergence.

The opening ceremony of the Beijing Olympic Games is a fusion.

Every successful culture has the form or imprint of the nation, the region, the times, and the connotation of universal value.

The forms and shapes of the scroll paintings at the opening ceremony of the Olympic Games are all ethnic groups, but the prominent word "harmony" is the connotation of universal values.

Peace, harmony, harmony and harmony are the connotations of world significance.

The focal point of cultural integration and implementation of innovation is to integrate all kinds of cultures with universal values.

The fifth point is to advocate innovative thinking.

To advance innovation smoothly, we must first advocate innovative thinking and study innovation theory.

I have no research on innovation. I find out the thread of some innovative thinking from traditional culture today.

I think we should attach importance to Laozi's two sentences.

In a word, "Tao is one, life is two, and life is three, everything is born."

I call it "the two or three theory".

The saying goes: "all things in the world are born in nothing, without being born," and "whether there is life or not."

I call it "no matter".

"Two lives and three" is an important way of innovation.

Mao Zedong divided the middle peasants into three, including the upper middle peasants, the middle peasants and the lower middle peasants. They solved the problem of relying on the strength of the rural areas, put forward three magic weapons, solved the problems of the enemy and friends in the revolution, and put forward the three worlds theory in the 60s of last century to solve the international strategic problems.

Deng Xiaoping said that capitalism has plans, socialism has market, and third are identified from the two systems, and the pattern of China's economic reform is determined.

These are the innovations resulted from the two or three theory thinking.

From the perspective of ownership, there are pure public enterprises and pure private enterprises, but there is a joint-stock system which is both public and private.

This is three.

Farmers mate horses and donkeys, produce mules, and two live three.

All these are the innovations resulted from the second and third theories.

The old Beijing, the brand-new Beijing, we can only choose the new Beijing which is organically integrated, which is actually two born three.

This is how many innovations come out.

"No matter" is also an important train of thought for innovation.

"Born out of nothing" tells us that we must innovate.

But what is more important is to know the relationship between "being born or not" and "symbiotic".

Wangfujing can become Wangfujing, regardless of the result.

It is the result of visible street shops, visible positions and so on. It is also the result of invisible market relations, invisible business networks, intangible culture and intangible goodwill.

In our innovation, we must take into account both physical and intangible factors, and promote the mutual existence of things.

Only seeing tangible things, invisible things, or invisible things, can not be carried out to tangible things, they will be deviated or even fail.

Beijing is a city renovation project that has not achieved the desired results. One of the important reasons is that it is not enough to study and understand intangible things.

Taking these opportunities only to raise these two points is nothing more than to arouse the emphasis on innovative thinking.

The sixth point is to form a chain of "three self".

The so-called "three self" chain is that independent innovation must lead to independent intellectual property rights, and independent intellectual property rights must lead to independent brands.

"Independent innovation" - "independent intellectual property rights" - "independent brand" is an indispensable and complete chain.

With independent innovation, we forgot to form our own intellectual property rights, and forget the legal protection.

With independent intellectual property rights, but without independent brands, such intellectual property rights will become a wedding dress for others.

Brand and innovation are interactive relationships.

Brand building and development rely on innovation as leverage.

Innovation also depends on brand as a guarantee and supporting point.

Independent brands have at least three roles in innovation.

First, brand provides motivation and support for innovation, and also determines the direction and emphasis for innovation.

Two, brand is the platform for innovation to turn into benefit, and benefit can be achieved through brand innovation.

Three, brand is the reactor that uses others' innovation results.

With its own brand, it can not only make use of its own innovative achievements, but also make use of others' innovative achievements.

Now there is a confused understanding called "brand without borders".

This statement confused many people's minds.

The success of the Olympic Games is "sports without borders and medals belong."

Brand competition should be "market without borders and brand ownership".

Independent brand is a country's right to speak, dominate and price in the market.

We must not despise it.