China's Clothing Brand Needs To Be Transformed Into &Nbsp; Culture Creates Value.

China in the future clothing The industry must get rid of other people's shadow from product development, fashion trend and brand connotation.

2011, international currency Economics The organization's overall forecast for economic growth in 2012 has been downgraded, with uncertain factors increasing and market demand recovering. There is no fundamental impetus for the recovery of market demand, and there is no sign of substantial improvement in the market. Entering the 2012, the whole industry has a very strong pessimism.

　　 Cautious transformation under crisis

"The world today is most conducive to developing clothing." industry The country is China, because China has the most mature and complete industrial chain, rich labor resources, and the country has great potential for economic development. At the 2011 China clothing conference, Chen Dapeng, executive vice president of China Apparel Association, said.

He pointed out that "clothing is an industry that can continue to operate. Good brands can survive for hundreds of years. The future of China's clothing industry is still very promising."

At present, changes in the elements of the garment industry are affecting the changes in the industrial form. The future garment industry will be a growth industry combining modern urban industries, fashion industries, cultural and creative industries and high-tech industries. How to grasp industrial elements and seize opportunities for transformation is the only way to enter the new development space.

"Relying solely on labor cost advantages to cope with fierce competition in the international market is not going to last long, and it does not mean that the promotion of labor costs is rigid, and the constraints of resources and environment also have a great impact." Chen Dapeng said.

He believes that what enterprises need to do is to change the way of development, use culture to create value, increase the added value of products, complete the brand contribution, and achieve sustainable development.

In order to get rid of other people's shadow and walk out of their own way from the aspects of product research and development, fashion trend and brand connotation, the key to China's garment industry is the industrialization of quality, innovation and rapid response. The application of information technology is the key to industrialization.

"With the global vision, innovative thinking, integration of resources such as capital and manpower, and the development of new business models, we can further build the soft power of enterprises, adjust the transformation and enhance the competitiveness of enterprises." Chen Dapeng said.

Rooted in local culture

"In recent years, the trend of diversification of Chinese clothing from brand to style is certainly good, but there are drawbacks in following the trend of international brand. The arrival of so many brands not only adds to the international demeanor, but also gives consumers more choices, but sometimes it seems to be chaotic in individuals. Zou You, an associate professor of Beijing Institute Of Fashion Technology, said recently in an interview with reporters.

He believes that brand designers should avoid any possibility that they have seen before, including the imitation of international brands.

Objectively speaking, at present, many of our brands are still in the "follow suit" stage. Brand and culture are "two skins". Therefore, although some brands have many cultural elements, their market influence is not large. Therefore, the brand culture itself is not simply a superposition, but a manifestation of the soul and spirit. It comes from an in-depth understanding of the market and consumption patterns, derives from the accumulation of cultural connotations, and the unique aesthetic experience and pursuit.

There are many brands in the country, and different brands have different positioning. If we blindly follow the international brand line and ignore the shaping of their own brand connotation, we should put the cart before the horse. If Chinese designers want to get international recognition, they can't just put others' chew things on the table, so they will be despised only.

Zou You said that China's market has its own particularity, and its traditional context and aesthetic characteristics are quite different from those of other countries. It can not impose Italy's sex appeal, American freedom and French romanticism on Chinese consumers.

"This requires China's clothing brand to be localized and upgraded in terms of color modeling and structural language, so as to achieve a qualitative leap from China made to China." Zou You said.

Design management culture

In the development of clothing brand, this problem is often encountered. That is, the design idea of brand designers is different from the brand positioning of enterprises. The development of agents is not consistent with the business planning of enterprises, especially in the middle and later stages of brand development. This problem is increasingly highlighted. How to better solve the problem depends on R & D and planning.

Zhao Weiguo, director of fashion design department of Zhejiang Sci-Tech University, points out that only when these two points are understood, can we really identify our brand positioning and develop our thinking. In addition, we should further establish a R & D system characterized by retailing, control the evaluation system of different nodes, and create a R & D system with control mechanism.

In his view, brand development must be managed without relying on designers. But now domestic enterprises are generally in a stage of development with design but no management, no management, no method, but little efficiency. And an advanced brand enterprise, design management should be built on the basis of planning.

"When a brand develops to a certain stage, it is not only the scale, or the performance and market share, but the brand competitiveness and brand concern, how to view whether the brand keeps the brand fresh and how to determine whether the brand keeps the market force. Zhao Weiguo said.

From the past cognition, design can only be qualitative but not quantitative, but in fact, designers can be quantitative, especially in the commercial operation of the brand, it is very important to turn qualitative into quantitative. With vertical design system, depending on different management systems and management modes, we can truly become brand planning.

And commodity planning is equally important, changing the way of planning based on sales performance of single products. We should know that planning tomorrow with experience and looking at insurance is very risky. Real commodity planning should be based on the needs of consumers and the brand positioning of enterprises.