Yang Da Jun: How Does China'S Clothing Brand Take The Road Of Internationalization At The Initial Stage Of Development?

"Self strengthening can be stronger", China's

Is it time for Chinese brands to truly internationalize? I don't think that's the right time to measure. We have many companies going abroad.

So let's look back and see what is called international brand? What exactly does international brand come from? Why does China not have a brand out of the world so that foreigners can understand it? First, the first gene of a brand is determined by the state. As long as you make "made in China" on your brand, going abroad means cheap and cheap.

Second, the second factor of the brand is the production area. The value of the two products made in Henan and Guangzhou is different. In the minds of consumers, Guangzhou is a fashionable place. How can Henan make a suit? Third, the brand of the enterprise itself, how you manage it, is also a very important issue.

So brand is a complex problem. There are national problems, economic problems and influence problems.

Fake foreign brands are products of an era.

When the first department store was not open, I remember looking at the sweater and the sweater that I was wearing when I was young. At that time, every girl knitted this dress for her boyfriend.

Since the reform and opening up in 80s, we have just started imitating Hongkong's Hongkong and Taiwan stars. Later, Taiwan is also worthy of our imitation. Until now, the owners of our garment enterprises are not only restricted to Hongkong and Taiwan to see the fashion trend. They go to France, New York and go to the forefront of the world to understand what fashion is.

So today, although consumers have changed a lot about the concept of foreign brands, some consumers think that the design of domestic brands has been getting smaller and smaller with international brands, and even can be said to be neck and neck.

Second, the quality of Chinese enterprises is not too big.

You may say, why do you say so? In China, the earliest brand of men's clothing is not Goldlion. The first thing to do is to wear men's clothing brand is the golden shield. The Golden Shield first opened stores and made images. It was very popular. Later, Goldlion came out and was touted. But today consumers will no longer think that wearing Goldlion is a symbol of status.

Later, Pierre Cardin was very popular in China. In fact, Pierre Cardin himself was not very much involved in the design. But because in China, Pierre Cardin was the first designer to show up in China. Today, who will think Pierre Cardin is the identity? Pierre Cardin has fallen off today.

There is another brand, Montagut, which came to China very early, so who did not cross Montagut in the early days of China?

Another Chinese knows that the foreign brand is the crocodile. The crocodile has three similar trademarks, head up, down, left and right.

These brands were once recognized as international brands in China, but all of you here, at that time, consumers buy things as long as western ones are better than native ones. In fact, they are really good.

What do you do at this time? Many enterprises began to do many foreign brand names in order to survive and develop. We all know that there are 26 Valentino lights in Zhejiang Province, and now it is gone. The brand itself is not operating well in Italy, because Valentino herself is not involved in the operation.

There is also a luxury brand in France, called "Paris", later sold, opened in China, is the agent of Li Feng company in Hongkong.

So foreign brands were born at that time.

In Japan, is it not like this? In fact, do not use the national role and vision to see the issue of foreign brands. I go to Japan several times a year. I asked my Japanese friends that we all like cars, because I saw that he drove a Lexus car, and I asked him what kind of car he would buy after he had enough money. He said that if I had the money to buy Porsche, BMW and Mercedes Benz, I said why did you not buy Lexus? He said that Lexus is not a high-end car in the eyes of the Japanese, Mercedes Benz and BMW are two.

Besides, when I went to a shopping mall in Japan, what brand of women's wear was the best seller? He said Barbary was the best seller, and Armani wasn't very good.

This shows a problem. Brands are neither foreign nor foreign. People all over the world love good things, but it is not important where they are born. Fashion is borderless.

Luxury goods in Japan, where are Japanese brands? They are all brands from Europe.

So that's what we know, the market and the consumers.

In addition, with the development of the future, many domestic enterprises are also aware of the problem. What is the fake? There is really no future. I say there are two kinds of fake, one is the brand is false, and the other is the product quality.

Another is that the brand is in English, but the quality of the product is acceptable.

In Korea and Japan, most of their new generation brands are written in English. In the mall, they see English in their eyes, and so do Korea.

What I mean is that these enterprises in the future, whether you use Italy today or Italy in the future, are not important in themselves. The key is how you can provide consumers with exactly what you want in the future.

So I think Chinese enterprises need to understand this problem in making brands.

The third problem is that fake foreign brands are not a problem. The problem is not making brands.

Whether you are fake or real, as long as you do well in your quality, quality and things, you are very popular. I very much agree with what Mr. Jobs said. He said that we do not want to attract customers by price, but discount and low discount are not what customers want. We should let customers take advantage of them and not let customers feel that we are selling cheap.

The lower your discount and the lower the price, the worse your consumer feels.

How did he do it? It was superb in design and product quality. The sense of experience made the guest feel that the product had absolute sense of experience, so that when your product bought the guest, even if the price was very high, it would feel like a bowel movement.

What I mean is that our brand problems do not matter whether you are foreign or local. The most important thing is whether you can create a sense of brand experience so that consumers can finally accept you from the bottom of your heart, and you will always have value in his mind.

Fake foreign brands lack the value of real brands. What are we lacking in domestic brands? What is missing? It's a real brand. Why do consumers like it so much? We can see that in Sanlitun, when the iPhone generation and the iPad generation began to buy, I saw two or three people fighting there that day, and those people queued at two o'clock, so that they could buy iPad machines.

There is a report in the United States that a person queues up at the flagship store at two o'clock in the evening. He bought it for iPad, and two black men robbed him in the process of going home. The two black people wanted iPad, and he gave up all their lives, and the four fingers were cut off.

The police later asked him why you would rather risk your life and not give up iPad? He said I was the first one to buy it.

What I am telling you is that the real brand must first solve several problems. The first problem is that the real brand is to lead the way of life.

You will surely ask that there is no such social class in China leading the way of life. I made a roadshow in a company some time ago when I asked him how much you earn every year. He said he was a trump fund manager, at least about ten million a year.

I asked him what kind of shirt you were wearing, and he proudly told me that it was a guest of all sincerity. I asked him what trousers you were wearing, he said Giordano, and writing was Nike.

Earn about ten million in one year, and less than one thousand yuan on the whole body.

I also go to Wall Street. To Wall Street, you can clearly see what kind of person you are wearing by wearing and using things. For example, you are wearing Armani clothes, and you must be engaged in finance. But if you are wearing a genuine product and wearing shoes on your feet, you can never remember that he is a fund manager.

Many of our enterprises want to cultivate the experience of consumers. I have a client who makes women's clothing, called nine capital. They say that the nine capital position is a highly educated intellectual woman. He told me that it was the best seller in Liupanshui.

So in China, we must know that it is impossible for the brand to follow the idea that consumers are ultimately communicating with you, and that you want to connect the Trinity.

So making a brand in China is very tiring and very hard, so it is very difficult for China to produce LV and apple so far, so it can not produce what kind of clothing is like the United States.

Second, first valuable brands are capable of mastering future trends.

What is the future trend? Bosideng may be China's largest down garment manufacturer, but it is certainly not a French brand when the world imitate the down jacket style.

When I arrived in Paris, I saw his flagship store. Every day, people at the door wanted to buy his down jacket. Its down coats were very expensive and more than 7000 cheaper.

But China can not find such a brand now.

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The third is the leading mode of design.

The fourth is the driving force of integration.

The fifth is the profit model designed.

Selling concept is not selling products. We must know that consumers do not need products. Women never buy anything in shopping malls. They never know what they need. Why do all these women buy things? Because 90% of women go shopping at random, why do they want to move her? Ask all the women, do you have much money in your home? She will tell you a lot and ask her if you have many clothes in your house. She will also say enough, but do you finally ask him if your shoes are enough? He will not say enough.

This is the experience of brand selling to consumers.

Making brand is a long-term strategic project. It is definitely not to open more stores today, four hundred tomorrow, eight hundred days after tomorrow, 500 thousand pieces this year and 1 million in the year after next. This is not the final value of the brand.

This is our understanding of brand, a brand is a management system, this system will involve the first is your brand personality, what is the brand personality? I want to understand the brand problem, I asked Hong general, why is the brand of your house called Qipai, he told me frankly that there are eight brothers in my family, I am the seventh, so it is called Qipai.

If you introduce this way, will consumers buy your products? All brands in China have a serious problem. There is no way to make up for the bruising of birth. But there is a big gap between consumers' vanity and demand, which is very difficult for many enterprises. It is very difficult for many enterprises, that is, the brand must have its own personality and must have its own dreams and aspirations.

Second, the brand must have its own concept, what is the concept? As we all know, selling clothes is not able to sell the brand, at the very least, it is a large sales company, but the brand is able to let the minds of the consumers let others remember you.

Third, the brand has its own independent style, and will not change its style because of popularity.

The fourth is to have their own claims, identities and their own specific attributes.

How should a brand be reflected? First of all, the value of the brand. This table lists the textile and garment enterprises that can be selected by Forbes's top 2000 enterprises in the world. The top second are Dior, the second is Nike, China has three companies, one is YOUNGOR, second is Bao Cun, and third is BELLE.

Nike has 18 billion 300 million dollars, Adidas has about 10000000000, so we can get a result, China has 1 billion 300 million people, but China has not produced the largest enterprise, not to talk about the most influential enterprises.

Under such circumstances, this is a good thing, which means that China has huge market space and Chinese enterprises have great opportunities for growth.

So the 2000 companies are ranked the three after last.

But one thing is that China's current market competition is very complicated, and the internationalization of the international market, and the internationalization of the domestic market. What do you mean? There are many international brands around you. You can no longer compete with me when I know the local people and others are not familiar with the local market. We should correctly understand this question.

This is the most valuable 500 in the world top 500 list. Louis Weedon is ranked number one, and Hermes and ZARA are all in the row, but we can't see which Chinese companies or brands are in.

We will definitely ask what brand is called. What benefits will the brand bring? The advantage of brand arrival is that the first is the increasing number of uses. Our survey found that if consumers liked the brand, he would buy it continuously.

What is brand? Brand is different because its product characteristics are different.

For example, underwear, women's bra, underwear is the highest degree of adhesion to customers in clothing products, love and so on, because customers repeat purchase decisions, you may ask whether it is because their brand awareness is large, is not decided, because underwear is a woman's second skin, when her body does not change much, it will not change the brand.

In addition, because your brand is famous, we ask some women, you bought a LV bag, and three unknown packages, which one do you often carry? She said it was LV's bag.

We now know that many young people buy ZARA, but it does not have any advertising fees.

In addition, the amount of payment rises, the labor force rises, and the cost of genes rises. Finally, the only way enterprises can resist it is to raise the brand value.

Last year, the year before last, as cotton prices rose, labor force rose, and the value of commodities continued to increase. However, the continuous growth of all of you here ended up with a large inventory in 2012.

The reason for this problem is that your product value has not improved, and you raise the retail price, the consumer's recognition of you is very limited.

So the problem we see is that a strong brand is a guarantee of profits. Without a good brand, just by raising prices, just by changing clothes, it is impossible to maintain the long-term profitability of enterprises.

What is the brand? What brands do you see? LV, Prada, Chanel, what is the brand? Is it really a LOGO? Is it really a representative? What is a brand? What is a brand? Is it a good brand for you? Is it a brand that you put on a quality inspection committee? You are a brand. But if you do exercise, you can think of Nike and ADI. This is the brand. When you need it, the first thing you think about is brand.

When a brand enters the consumer's mind, it is not easy for him to think of it for the first time. He needs a lot of advertising and operation costs.

Therefore, the brand is not just a LOGO and symbol.

(see photo) this is the product of LV MH. The company not only makes luxury goods but also makes wine, and the following Hennessy is also its brand. You see more than half of the top brands in China World Trade Center, and about 25% of them are their companies.

We must know that making a brand is not so simple. If it does not have huge capital to make a platform, it will be very difficult. LV will not only bring its luxury products to China, but also cosmetics, and slohan. This company should build the high-end brand of Chinese women's clothing in Zuo ya.

So this is a question we need to think about in the future.

This is the wealth source of this year's rich and the world's richest. The textile and garment industry accounts for the third in all industries. But the boss of ZARA is the first richest in Spain. The owner of Unocal is the fourth richest in Japan. But the boss of Chinese enterprises is only the last third in the rich list, so the opportunity and space are very, very large.

You may ask why in the developed countries, Unocal clothing enterprises can surpass TOYOTA and become China's first millionaire.

We must understand that the textile and garment industry is a very good industry in the traditional industry in the future, but is often more sustainable than the other industries, such as household appliances and IT.

The wonder of the world's price creation is herm Hermes, and Hermes's share prices have never fallen, and LV's share prices have hardly fallen.

Textile and clothing industry is an industry that always needs to be done with heart.

What is a brand? Brand is the value that can be immediately thought in the consumer's mind. The advantage of making a brand is that it can bring huge profits and benefits. In this way, brand is an impression and a consumer's perception.

What does brand consist of? Brand is different from product. Brand survives in people's mind, product survives in your store.

How does a brand enter the consumer's mind? It's very simple. First, to maintain first-class quality. Second, to maintain first-class design. Third, to create a completely different sense of experience for customers in the sales process. Even if you don't advertise, consumers can remember your brand, but this requires patience.

Most enterprises in Fujian do not have the patience. The biggest difference between men's wear and women's wear is that women's wear is seven points design and three points marketing. Men's wear is three points design seven points marketing.

Fujian is basically an Advertising Spokesperson plus marketing. The growth of men's clothing in Guangdong is very slow. You will surely ask why, the problem of capital chain.

Because clothing enterprises are actually short of money, why do many clothing enterprises not lack money? Because they can have triangle debts, four corner debts, fabrics and accessories can be mutually deficient. This situation is not a problem in Fujian, but it can not be moved to Guangdong. Many enterprises in Guangdong are making money hand in hand, and these enterprises undoubtedly miss the period of rapid growth of the market, so the scale is restricted.

This is what we see as a brand, not a product, and a product can not represent a brand.

If a brand can be properly managed, it can change consumer behavior.

Many people will say, how does Mr. Yang brand change consumer behavior? We traditionally think that mobile phones are for calls and contacts. Until now, do you buy iPhone phones from all of you here just to make phone calls? IPhone mobile phones have become part of your life. Entertainment, leisure, Internet, making friends and shopping have changed your life.

Therefore, if the brand can be properly managed, it will become a consumer's acceptance behavior.

Brand is built up by everything you do and everything you say, not advertising.

What you do to consumers and what they say is very, very crucial. For example, Lining, we all know that Lining is not in a good position now. In 1-10, compared with net profit last year, it has increased by 23%.

You may ask all the sports products have problems, what problems? Highly developed, with the economic growth began to speed up, Lining's brand is destined to be local, representing the local values, but Lining began to take the international route in 2003, internationalization is the beneficiary, you are also a victim, because you can not change your origin, its advertising, brand packaging, packaging its brand value and culture with foreign brands, imitating Nike and Adi, and marginalization of Lining's value.

To make clothes, one thing must be remembered. The founder gave the brand DNA, when the founder did not precipitate on the brand, the brand had no possibility of inheritance.

Dior and Chanel can inherit for more than 100 years without the DNA of their brand.

Now Lining has become a foreign country, and the soil is not up to earth. Like Anta, the earth comes home, and consumers like it very much in the three to four markets.

Brand is a clear positioning, to tell consumers who you are, you lock your market, how to say what to say, can not be swayed in the middle.

03 years ago, Lining sold all of its distribution channels to the distributors. The result of the sale was Lining's former dealer making Lining's brand "monogamy". I only made your brand and other brands didn't do it. Later Lining sold the brand and became a polygamy.

So it's hard for Lining to curry favor with that man now.

So when Lining came across a difficult market now, when all dealers wanted to share the joys and sorrows with him, what did the dealer think of me being a wife?

Let's see how to build a strong fashion brand. If a brand wants others to believe in you, it has to solve several problems.

One is uniqueness. How can you differentiate from competitors? It's hard to say that the most difficult part of Chinese clothing is the high degree of homogenization. Five years ago, I entered a department store. Many female consumers told me that as long as they read three brands, they didn't need to see fourth or fifth. Why?

Many people say that Paris and Europe are too few to travel on business because many things feel good, but in China, they are too tired to spend money, and that is, the homogenization of products is too high.

Second is to promote sex, if let consumers accept your brand, through advertising, products to allow consumers to accept.

The third is strategy and persistence. Can you do it for a long time?

If you can do these things, you will gradually develop consumers' awareness of your brand's fixation.

Brand is built by everything you do and everything you say.

What is lacking in China's brand? Lack of a very important thing. Differentiation is not what you say, but how you do it. Many bosses think that differentiation is LOGO differentiation, decoration differentiation and name differentiation. Why Western products can be recognized at a glance, but we are different because our differentiation is only expressed on VI, and is not really manifested in the value of the brand.

The first difference of Adidas is the three bars, without looking at the LOGO trademark of the collar, and seeing that the three bars will soon be known as Adidas.

But our brand is not like that.

People will ask what is the difference between Adidas and Nike? Adidas is doing fashionable sports, Nike is doing classic.

Wearing two or three pieces of Adidas can feel its promise to you, which is called brand promise.

Many of our brand promises are "anything is possible".

Like the seven card men's clothing, "men should be ruthless to themselves".

Every brand has to maintain its own personality. Anna Sui always uses rose red color. This color is a little pornographic in the West. Anna Sui designers come to me and say that people who like my brand will come in to buy things. They do not like my people to spit two mouthparts and go away. What he stresses is personality.

This is CK. CK did a lot worse in the US. CK emphasized simplicity, sexier and very good performance.

CK's underwear is the best in the world, but its advertising and ideas are all together. When many products are promoting products with consumers, consumers have no idea what you are selling.

If you sell a product, you must remember to impress the consumer.

On the surface, we have no difference between a pair of jeans and CK, but after five years' time, we find that you do research again, and the consumer's recognition of your brand is different from that of him.

This is what I told you about selling ideas, not selling products, because products can only move consumers' purse, and ideas can move consumers' hearts.

ZARA is also a fashion that everyone can afford to sell.

The final result we want to see is to build a strong brand. We must be a leader of ideas. We should have the idea not to play with our products, because these things can not sell any additional value. The key is that consumers want products, the spiritual level, plus the needs of the products themselves.

Therefore, quality is the starting point of products. When the value war is forgotten, quality is the important reason for maintaining brand delay and everlasting prosperity.

But quality alone is not enough. Use technology innovation and design innovation to keep your product up-to-date.

These shoes are Nike, and Nike's best shoes are air cushion shoes, which turn technology into consumer perception.

To create miracles and stories for your brand, every brand should have its own story.

Let's talk about a real example, for example, Hermes, when we know about the brand of Hermes, how many people know about the story of Hermes? There is a young man who has fallen down in the streets of London. He was too hungry to eat in a restaurant. The old board saw him standing at the door and greeted him, and discussed with him. You could come in for a meal, but I had a small request to use your hand to exchange a big meal in it. As a result, the young man said that owning Hermes could at least represent me as an aristocrat.

This is to let consumers remember you from the heart.

The last thing is to understand your brand concept and live on them.

In shaping the distinctive character of brand belief, each brand should have its distinctive character. We see Anna Sui, Benetton and so on, each brand has its unique personality.

Create a unique visual image and let people remember your brand.