Ruyi 2012 China Fashion Forum: From Fission To Reconstruction

All the present are history, all progress is a break from the past, from disorder to order, in the future construction of the future. In 2012, the three major world economic engines will face and overcome the challenges that are different but closely related, especially in the ecosystem of clothing brands, which need to be redesigned and rebuilt. The old order, thinking and mode began to be broken and gradually disintegrated, and the new structure, state and rules were emerging and emerging.

In 2012, when the new structure was born and the new rules came into being, the seventeenth China Fashion Forum held the theme of "building a Chinese clothing brand under the world pattern".

March 27th - 29, Ruyi 2012 China clothing The forum is still being opened at Beijing China hotel. Nearly 100 domestic and foreign experts, more than 500 clothing business leaders and design elites will be gathered here to share the essential thinking and value of fashion, brand and market, gather ideas and basic practice in different fields, locate the Chinese coordinates in the world fashion pattern, look for the growth direction and world value of Chinese clothing, explore the endogenous driving force of the development of clothing brand, and present the most wonderful brand self.

"This forum is intended to analyze the global economy and culture. fashion The spanformation that is taking place is the cornerstone of the old order. It explores the coordinates, roles and values of Chinese clothing under the new fashion order of the world, and traces back to the continuous construction of the logic and order of Chinese clothing brand management. The organizers of the forum said.

A brain "SPA"

The world is on the road of "fission", and the old order, thinking and mode are beginning to be broken. The new structure, state and rules are being born, and social values are gradually introspection and present the trend of regression.

As always, the opening ceremony of the March 27th evening forum and the fourth China special fashion show awards ceremony are the two consecutive days of "brain SPA".

Around the theme of "moving towards the new world order", distinguished guests will talk about their insights and insights into the new era of creativity, culture, heritage and environment.

As the pioneers in various fields, what kind of solutions and plans will they propose to deal with the changes and challenges of the global economy? As a pioneer of China's smart industry, how will China's clothing brands take the opportunity to rebuild the world economic order and present the brand value and realize the release of brand energy? How should Chinese clothing in the new fashion of the world fashion define its role, value, status and direction? These answers will be announced at the 2012 China Fashion Forum.

The three summit dialogue will be held at the annual dialogue conference. The annual dialogue conference, through the interaction of different ideas in the same field, reveals the most direct experience of brand wisdom and brings the most pioneering experience. It has a direct, profound and beneficial inspiration and Reflection on the construction of Chinese clothing brand with the interpretation, interpretation and extension of different dimensions and dimensions.

In the first peak dialogue, the famous architect Zhang Yonghe and the representative of China's excellent designers will reconsider the spirit of design: what is the biggest resource of China's clothing industry? How can we remove the crux of the lack of creativity in the Chinese design industry after the cultural dating and traditional hard going? No matter how developed the technology is and how people's life style is changing, all the outstanding designs will continue to trigger our driving force towards the future with its genetic genes. So where is the gene that Chinese design can inherit? What spirit and value should she have to communicate with people? As an operator, we must learn to think like a designer, reorganize order, and start the brand's self.

The world's fashion designer Mr.YohjiYamamoto (Mr. Yamamoto Teruji) will appear at the second summit dialogue. He will talk about the relationship between clothing, human and business value. brand Representatives will discuss the business of pinnacle brands in the third peak dialogue.

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Design needs context

When the big international hits China market Chinese mainland has become an international arena. Chinese designers and brands are beginning to get entangled: what is the significance of Oriental Culture in the future of Chinese design and even the future of the world? How far does the western fashion language affect the Chinese design of the local market? Is it an opportunity or a challenge for Chinese design? Why do international brands play the role of Chinese elements like a duck to water and start to pry the Chinese market? While good Chinese design can only be regarded as a small group in the international stage, while the weaker ones often face the embarrassing situation that the use of Western vocabulary is regarded as nothing new, and the eastern language is also regarded as a lack of creativity to show off the Chinese concept. When

Yamamoto Teruji, Wakubo Rei and Lssey Miyake, who are well-known Japanese designers, are well known in the world. His works are respected not only by the world, but also by national characteristics. We are thinking not only that East China, however, has no such heavyweight master in the world, but will also think about how Japanese designers have brought the eastern culture to the world and won the same recognition.

Good designers need the ability to nourish themselves from a variety of civilizations. The global village created by modern information technology has made this kind of interaction across the region and history become the best help for the development of the design itself. Extensive and profound oriental civilization is showing its unique charm of Zen and its consolation meaning different from western realism aesthetics. In fact, the most popular trend of thought today, such as natural environmental protection, is the core of "harmony between man and nature" in Laozhuang philosophy that lasted thousands of years in China.

However, for local designers, this does not mean complete good. Because it is far from enough to have the advantage of "close proximity", you have to take the unified spanport system -- the global fashion context. That is to say, no matter what kind of cultural landscape and historical gene, we must get the recognition of international fashion through the spanformation of universal design language.

The so-called global fashion Context, in fact, is attached to a strong mainstream culture. The influence of mainstream culture, based on the economy, takes all kinds of cultural phenomena such as movies, music, football, social networking and other cultural phenomena as the channel to control the public's aesthetic and even human's psychology and behavior.

Over the past 30 years of reform and opening up, although China has been expanding its international influence through large-scale international activities such as "Olympic Games" and "World Expo", based on the basic facts of economic strength and comprehensive national strength, we are still in a long period of time and will continue to be in the cultural and fashion outlet. Whether it is fashion design, or architecture or landscape design, its evaluation criteria for creative innovation are still based on Western fashion value system.

So if you want to get international fashion In recognition of Chinese design, I am afraid we must first learn and respect the existing rules of the game. It can not be denied that the systematic development and utilization of cultural elements designed by the West for years has a stronger control over the sense of gravity and the spirit of crossing the region. Without the formation of its own methodology system, Chinese design divorced from the global context is easy to fall into the simple abuse of some kind of Chinese elements, lack of systematic and deep cultural value development, and lack of panoramic presentation based on a characteristic culture, which is regarded as "showing off the concept of lack of creativity".

But respect does not mean lack of independence. What can be seen clearly is that the fashion brand from the western world is interpreting the Chinese culture in their eyes, especially in the high-end consumption field, even affecting the Chinese young generation's cognition of the local culture. When the whole world is "stealing" the eastern culture, if it is just chasing after the fashion of the Western paradigm, lacking the awakening and understanding of the self foundation, Chinese design will easily get involved in the whirlpool of the western mainstream culture, which will be denounced as "no new imitation".

Ruyi 2012: the view of the China Fashion Forum: in the future, the truly powerful Chinese design should be based on the traditional and modern aesthetics, the integration of eastern and Western trends of thought, and the understanding and interpretation of Chinese culture. It is not the symbolic details that appear on the product, but the Chinese culture that uses the language of the world, and it can and is recognized and pursued by the world as a philosophy of life in the East. Otherwise, Chinese design is not only difficult to compete in the international fashion system, but also more severe and cruel. It may lose the right to interpret the local culture.

Chinese design has been deep in the "use of Western vocabulary is regarded as plagiarism, while the use of Oriental traditional vocabulary is regarded as an embarrassing dilemma to show off the concept of China", like a small bee in that glass bottle, can see the light, but can not find a way out. Where to design? Not only designers, but also the focus of brand thinking. What is the future of Chinese costume design? What kind of unique cognition and brand should be built? Where can new creative inspiration be found? How can we express modern values with traditional elements? How can we express Chinese Philosophy in a world language? In the final analysis, the conflict between tradition and modernity, East and West lies in the difference between the internal order of culture. As a brand and designer, how to eliminate and integrate cultural conflicts between new and old, East and West?

Hong Huang, a publisher of ILOOK, a famous fashion designer, miss Ye Mingzi, a senior media designer, and Li Mengxia, director of the city version of the weekend pictorial, will be the representatives of China's top designers.

Describe the power of beauty.

A good clothing brand must have the aesthetic power to create people's hearts. Whether architecture, music, film, literature... They all present different aesthetic tendencies. Even the most serious politics presents the confrontation of the aesthetic ideas of all classes. The application of aesthetics promotes the evolution of brand.

In the second parallel meeting called "aesthetic productivity", Mr. Huang Yongsong, the founder of Han Sheng, Wu Xingguo, art director of Taiwan contemporary legend theatre, and Professor Zhang Jiping, Professor of Fudan University in Shanghai, will discuss how the brand can be directly presented and spanmitted to the customers through the beautiful language, so as to find a profound connection between aesthetics and human beings.

Beauty is the power that moves the mind through the direct feeling of the body. It is nurtured in every aspect of life. Architecture, music, film, literature... Every field of human life presents different aesthetic tendencies, and even the most serious politics presents the confrontation of the aesthetic ideas of all strata. From hearing to vision, from plane to image, from traditional crafts to contemporary art, the power of aesthetics goes on and on, traversing culture and art, and thinking about the meaning of life and life. We need to think about how to confirm the aesthetic gene of clothing brand and spanform it into productivity and create brand value through the aesthetic taste of consumers.

After understanding the relationship between brand building and aesthetic cultivation, China Fashion Forum suggests that the increasingly fashionable fashion crossover is not equal to the aesthetic productivity. The emergence of aesthetic productivity is not a physical process of simple "mixed up" of several artistic elements. It is a chemical process that makes the concrete form of different moving hearts fermented by the spirit of the times and brand personality to produce unique cultural details.

It is not difficult to stack up the elements of beauty, but it is difficult to integrate all the beauty into a harmonious and wonderful artistic atmosphere, which is separated from the exclusiveness in the same space. From this point of view, brand building is a great humanistic spirit project that constantly spanforms aesthetic genes into productive forces.

It is concerned not only with the variety of art forms, but also with the contemporary aesthetic order which is interlaced by time and space and social life, because the latter is the enzyme that finds the most suitable aesthetic expression and completes the fermentation of aesthetic productivity. In other words, only when there is a real interaction with the aesthetic taste of consumers, can the brand's ability to think about aesthetics spanform into the productivity that releases brand value.

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It is not only related to the field of product design, but also involves brand DNA, which is composed of all elements such as corporate culture, brand marketing, organization and management, because even a small switch on the wall is the embodiment of brand aesthetic taste and taste. That is to say, only when an aesthetic tendency runs through the brand, can it become the productivity of shaping the brand's temperament, so that the combination of different artistic elements has a specific internal logic, and there will be no "abrupt", "jumping off" or even "neither fish nor fowl".

It is not the "fetch ism" of the request, but the realization and precipitation after putting all of oneself into it. Because only through clothing, culture, life and art can the brand build a new platform for cultural and artistic communication, can the creative force be further explored in the field of contemporary art and humanistic thinking in the way of continuous development, so that the ultimate pursuit of beauty can become an endogenous driving force through the brand. Andy Hertzfeeld, the first member of the Mac team, might be a note: "our goal is never to beat our competitors or make a profit, but to make the best products, even better than the best."

Ruyi 2012 China clothing forum holds that aesthetics is nurtured in life and impulses the mind by direct feeling of the body. We may not be artists, but we must be savours of taste connoisseurs. Whether architecture, music, film, literature... They all present different aesthetic tendencies. Even the most serious politics presents the confrontation of the aesthetic ideas of all classes. A good clothing brand must have the aesthetic power to create people's hearts. Aesthetics is not a superficial decoration, but a deep connection with people, so that the real value can be passed to the customers. We need to think about how to confirm the aesthetic gene of clothing brand and spanform it into productivity and create brand value through the aesthetic taste of consumers.

Demand and consumption

Economists have issued a warning: "next ten years: the age of consumer collapse". What are the structural factors that inhibit the development of consumption potential? In the era of hate consumption, what aspects do we need to start in order to effectively activate people's consumption demand? What are the new characteristics of Chinese consumption? How far has the Internet changed the living conditions of people? What can be the internal driving force for sustainable growth of Chinese clothing brands? In the face of uncertain future, how do clothing brands need to grasp the determinant factors and achieve the sustainable construction of brand operation logic and order? This is the topic of third parallel meetings.

When the demographic dividend and export advantage are no longer in place, expanding domestic demand and stimulating consumption has become the most important topic of the retail industry in 2011. And the increase in the tax threshold to 3500 yuan, thereby increasing the wallet income, has also solved the urgent need for many enterprises to raise their costs.

According to statistics, clothing prices rose by around 20% in 2011. In the first three quarters of 2011, the total retail sales of social consumer goods increased by about 17%. According to this growth rate, the total retail sales of social consumer goods will double after five years.

However, such an upward trend has not been developed in the direction of enterprises' expectation, and the consumption potential of "increasing income" has not been spanformed into the ultimate "purchasing power". According to the China Federation of Commerce, the growth rate of the fourth quarter retail sales has slowed down significantly, which has dropped by nearly 10 percentage points over the first, second quarter of 2011.

The real mirror of the "anti U" curve is the 2011 consumer market.

On the other hand, the soaring price of the tag is a discount sale of four cigarettes. On the one hand, Taobao and other electricity providers have begun to create the "Festival" trend. On the other hand, 24 vouchers and other group buying websites have repeatedly heard bankruptcy. On the one hand is the luxury brand's attack on the mainland of China in the mainland. On the other hand, it is the reflection and criticism of "flaunt rich consumption" caused by "Jocie Guo".

This year, the fast fashion brand that once opened the fast selling mode of China's clothing market has repeatedly burst out the "quality gate". This year, the rapid rise of fan and Lining experienced a bottleneck after experiencing the shock of top management. This year, the Department Store giant Pacific department store in Beijing closed two stores, making the contradiction between the traditional retail mode and the new consumption relationship surfaced.

Why is there a "reverse U" curve that backfires? What kind of pattern is behind the consumption chaos?

The new consumption logic is no longer a simple commodity spanaction, but how to get more added value from consumption.

Consumers refused to justification for shifting the pressure of rising brand costs, so the abacus of brand price increases ended in discounts.

The combination of mobile Internet and two-dimensional code technology makes it possible to buy prices at any time and anywhere. Consumers are changing from cheap to heavy quality and service. The group buying and quick sale mode is becoming more critical. Taobao's new policy to improve the access threshold, no matter whether the specific measures are safe, releases the signal of the reconstruction of consumer order, which is the core of e-commerce to improve commodity quality and shopping service.

In reality channels, the reconstruction of consumption order stirs up the competition and alternation among different formats. Senior people in the industry think: "consumer demand is a kind of sometimes vague and sometimes clear desire, under the influence of environmental factors will change." The shopping center, which integrates leisure and entertainment and has a clear style of positioning, starts to shake the traditional department store consumption pattern because it meets the requirements of the 80's on individuality, quality and service.

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The new generation of consumer groups began to exert their strength. They peel off the shells on the surface of the brand and explore the true meaning and value of consumption.

The expansion of the scale and the original brand logic of the big market are falling behind in the face of "tired of consumption". Even if there are brands with strong endorsement advantages and certain humanistic sentimental values such as van Lining and Mr Lining, blind expansion of the product line will also encounter Waterloo. The only way to mobilize the consumption factors under the "tired of consumption" mood is to make your products and services value for money. In the new brand growth logic, precise professional and focused, interactive human interaction, emotional bearing of role identity, and complementary terminal services can not be reduced.

Ruyi 2012 China clothing forum opinion: we are in the era of multicultural links and symbiosis. People's lifestyle and values have also undergone hormonal changes and even subversion. The new generation of consumer groups began to exert force, they peel off the shell that is attached to the brand surface, and explore the true meaning and value of consumption. Chinese garment enterprises need to grasp the structural factors that inhibit the consumption potential, and effectively activate the consumption demand of the people in the era of hate consumption, understand the new characteristics of Chinese consumption, find the endogenous driving force to support the sustainable growth of Chinese clothing, and effectively grasp the determinant factors before the uncertain future, so as to achieve the continuous construction of the logic and order of brand management.

To meet the high cost Era

In 2011, the world economic growth slowed down, the appreciation of the renminbi, the fluctuating price of raw materials such as cotton, and the rise of labor and energy costs caused the Chinese textile and garment enterprises to experience the arrival of the high cost era.

In fact, the high cost is not just the textile and garment industry. Xu Jie, an expert in economics at National School of Administration, said, "from 12th Five-Year, China's economic development has entered the era of high cost."

The adjustment of labor relations and the improvement of the salary system will continue to promote the increase of labor costs. The rationale of the basic resource price system, such as crude oil, coal and electricity, water resources, will further aggravate the rise of the cost of resources and energy for enterprises. The increase in the price of commercial rents and the increase in spanport prices have pushed up the cost of business operation of enterprises, and the tightening policies such as interest rates and reserve requirements have increased the use cost of capital elements of enterprises. The construction of a "resource and environment friendly society" has increased the low carbon emission cost of enterprises. In short, China's "low investment and high growth" era is gone forever.

However, the arrival of high cost era does not necessarily mean the advent of "severe winter". On the contrary, to some extent, this shows that China's economy has developed to a higher level.

The emergence of Lewis's turning point (that is, the turning point of surplus labor to shortage) reflects that there is no more abundant labor force in rural areas and the high GDP growth is spanforming into high labor value; the rising cost of raw materials reflects the overall upgrading of the industrial chain and the support capability brought by the rapid development of industry; the rise of business cost reflects the possibility of the diversification of business elements matching and the possibility of further integration to release more value space; the increase of low carbon costs indicates that China's economy is changing from the extensive mode of "high energy consumption and high pollution" to the "low energy consumption and low pollution" intensive development mode.

Economist Mao Yushi also said in his blog that low cost economy is a necessary process for a country's economic development, and the economic status and human value and quality of life brought by high cost are the characteristics of the rational economic era. China's economic development should enter into a more rational and rational stage of operation.

The "high cost era" has inevitably come, and the labor pains from "low cost" to "high cost" will continue to affect the development of China's economy and society in the coming period. Clothing enterprises can not be an exception. The only way to alleviate the pain is to speed up spanformation. This is not a question of independent will, but a harsh reality.

In 2011, "price increase" became the key word in the clothing industry. However, the price increase did not pass the cost pressure. This is because the high cost pressure has exceeded the affordability of simple price increases. In other words, consumers will not pay for 20%~30%'s rising prices. They need to get the added value of the corresponding products and services instead of being a high cost bearer.

From the point of view of economic development, the direction of high cost should not and can not be high prices. Raising prices is actually an instinctive resistance of enterprises to "high cost". High cost is always high efficiency. It is not a passive defense that a brand enterprise should deal with in a clever way. Instead, it takes the initiative to attack. In the shuffle of high cost, relying on the contribution rate of technology and brand, using asymmetric strategy, the challenger can catch up with the leader.

In the process of R & D, we should strengthen product innovation, adjust product mix, lock in costs and digestion costs with high value-added products, and expand profit margins. In the process of production, we should improve the degree of mechanization, reduce labor costs, and improve the competitive advantage of the average labor time (i.e. general commodity prices) with the increase of labor productivity. In the operation process, we should improve the management and management with the help of the latest information technology, enhance the ability of rapid response, and form the core competitiveness with efficient resource integration and optimization. In the brand building process, we should break through the inherent thinking and build a three-dimensional, networked and interactive marketing and communication system, so as to influence the brand charm of lifestyle and realize the advantage of differentiation.

Ruyi 2012 China Fashion Forum has set up a parallel meeting on the topic of "brand building in the era of high cost". It invited Mr. Yang Shitou, chairman of Chi cube, Mr. Chen Fuguo, general manager of Interbrand company, Mr. Yang Xilun, chairman and chief brand architect of CEO brand management company, and Jiang Qingyun, Professor of marketing department, School of management, Fudan University.

Ruyi 2012 China clothing forum Views: with the rising prices of raw materials, manpower and logistics, the order of China's apparel industry chain has been deconstructed, and China has entered the era of "high cost". "Inflation is like a tiger. If it is released, it will be difficult to shut it in again." When the tiger has already come out, Chinese clothing enterprises must make consumers understand and accept the relationship and performance between brand price and value while adjusting the price of international brands.

Ruyi 2012 China Fashion Forum is about to open. We are looking forward to a collision of ideas. We will clear our minds and regain confidence and start again with the guidance of many thinkers.