Ding Junjie: How To Treat The Localization And Internationalization Of Clothing Brand In The New Media Era?

First, how to see

From this point of view, I personally believe that if we want to be internationalized, we must first do a good job of localization. If you fail to keep good base areas and build badly, internationalization can be a nightmare.

There are too many examples, including what has just happened around us. In fact, the local market, our base area is not only a place for us to grow and grow, but also a haven for us. When you have problems and when there is a storm, the base will give you protection and nourishment.

Like Mengniu's recent problems, in fact, from the point of view of herdsmen in terms of milk sources, if they can communicate well at ordinary times, they can speak fair for them. I think it will not be as difficult as it is today.

Therefore, in the aspect of brand internationalization, we must first do well in the local market. I personally feel that I can not treat local consumers well, and I can not win the affirmation and recognition of local consumers. Internationalization is a dream word, a lie, a whimsical affair.

So first of all, we should treat the local market well and have effective communication in the local market. This is your base, your base camp, and the starting point for you to sail to the world.

Second, what is the brand? In terms of clothing brand, in fact, the brand is a kind of bias, bias will have bias, and we will have super value profit, small batch, big influence and so on.

So we all do brand in the process, must not form the prejudice in the mind of the consumer.

After listening to your speech, I strongly agree with the clothing brand. We are selling the concept.

stay

Finally, when the General Assembly invited me to come and talk about what to do in the new media age and in the Internet age, what should we pay attention to? It is hard for entrepreneurs to work hard to make a brand. They are hit by a single word or even a misunderstanding in the media. So the entrepreneur looks strong now, and the brand looks brilliant, but sometimes it can not be easily attacked. This is very true. There is a saying that straw theory is the last straw to cross the camel, and the straw is very strong.

In fact, there is another saying: straws.

I want to say a word, in the modern society, in the Internet age, in the era of a more and more powerful social media, I hope our entrepreneurs will have a lot of homework to do when they are making brands. They must learn how to make good use of the media, an entrepreneur who can not make good use of the media, not be good at the media, misunderstand the media, and even have an antagonistic attitude towards the media.

So it doesn't matter if you like the media or hate the media. The important thing is that you can't ignore the role and value of the media. I want to respond to this proposition.

Why should I say so? Many entrepreneurs have good products, strong brands, and have made great efforts in all aspects. Because of our carelessness, it is too bad to be hurt by a misunderstanding or even distortion or poor communication.

I often see some big enterprises or department leaders say a word, once an accident happens, often talk with public relations companies or their own deployment, we must do anything at all costs.

So we should spend money, do our homework well, and treat the media well.

I want to share with you a view that in recent years I have seen a slogan "details decide success or failure" on many occasions. I think this sentence is only half right. What is more important than this sentence is "strategy decides life and death".

Therefore, entrepreneurs must deal with the relationship between macro and micro, handle the relationship between detail and strategy, and handle the relationship between concept and executive power.

I agree with what an entrepreneur said just now. We are not in the blue sea or the Red Sea. We are in the sea of bitterness. But after the bitter sea, the future will be brilliant.

Take this opportunity to hope that China's garment industry will have a place in the world. We also hope that Chinese clothing brands can become the face of the Chinese people, be able to contend for the Chinese people, and have a face to face in the world to do something.

Happy new year to you all!