International Layout To Establish Chinese Garment Coordinates

March, 27-29, Ruyi 2012 Chinese clothing (000902, stock bar) forum will be opened in Beijing.

The theme of this forum is "building Chinese clothing brand under the world pattern". Based on the 30 years' development of China's garment industry, it continues to explore the coordinates, roles and values of Chinese clothing in the world under the pformation of the global economy, culture and fashion.

This year's "17 year old" clothing forum has expanded its connotation to a wider range of contents such as culture, architecture, philosophy and so on, adding more "value" to China's clothing brands.

In addition to the famous Japanese fashion designer Yamamoto Teruji, the British designer Anya Hindmarch and the channel expert Peter McGuigan of the UK, the forum also invited all circles to know the public opinion.

With the continued downturn in the European and American economies, China has become the "most important straw" in the world fashion circle. Many international brands have launched the design of Oriental elements, and many Chinese elements are on the top of T, and the "Chinoiserie Chinese style" continues to be strong.

With this strong Chinese wind, more and more Chinese designers and Chinese brands are starting to "go out" to fight for the international fashion week. Although there are some remarkable points every year, Chinese design is still difficult to mainstream.

To a certain extent, Chinese design has been deep into "using western vocabulary is regarded as plagiarism, while the use of Oriental traditional vocabulary is regarded as an embarrassing dilemma of showing off China concept". Besides, Chinese clothing enterprises have to consider more into the threshold of world fashion.

Mao Jihong, the chairman of the exception clothing company limited, believes that the world now recognizes China's values and recognizes oriental aesthetics, which is a new world language. In this context, when Chinese brands issue their own "world language", they must first realize that their body is actually a "world person" and that all cultures of the world are all equal.

Specific to most China

March 28th

Keynote speech on "new world order"

Guests: Du Yuzhou, President of China clothing association, Jane Rapley, director of the Central Academy of art and design, Saint Martin.

Focus: insight and insights into the new age with creativity, culture, heritage and environment as the order, and brand positioning and brand value establishment of Chinese brands under the new economy (310358, fund bar) order.

Annual dialogue

Guest: Japanese designer Yamamoto Teruji and architect Zhang Yonghe

Aspect: through Yamamoto Teruji's experience of Japanese fashion designers, we will discuss China.

March 29th

The future of Chinese fashion design

Guest: ILOOK publisher Hong Huang, director of city version of weekend pictorial, Li Mengxia, fashion designer Ye Mingzi, fashion photographer Chen Man.

Aspect: explore the way and future of Chinese fashion design, and how to express modern values with traditional elements, and express Chinese Philosophy in the world language.

Aesthetic productivity

Guests: Huang Yongsong, founder of Han Sheng, Wu Xingguo, art director of Taiwan contemporary legend theatre, Ding Ning, vice president of art academy, Peking University.

Aspect: how to confirm the aesthetic gene of clothing brand and pform it into productive force through the aesthetic taste of consumers.

View of Chinese brand tree pattern and strategy

Looking for self from world coordinates

Beijing News: why is this theme "building Chinese clothing brand in the world pattern"?

Wang Jun (executive vice president and Secretary General of China Fashion Forum): we have been looking for the direction of Chinese clothing development and building brand strength.

In the process of finding the direction, we need to find ourselves, we need to define the coordinates of Chinese clothing in the world pattern, in order to find ourselves.

At present, Chinese clothing brand is facing the problem of whether the culture or positioning can be accepted by the world, how to accommodate and how to find the expression of the eastern vocabulary. According to the experience and experience of Chinese fashion designers in the past few years, we must have a pattern view and a global strategic view. It is hoped that Chinese brands can have a pattern of defining themselves in the world structure at the stage of defining themselves, and find self consciousness in the world pattern, so as to find a way to continue.

The determination of themes has gone through three stages. The first stage is "crossing, fission, symbiosis", and crossing is the direction of development. We build the future in the history and find our own current coordinates. The fission is "split because of change, because of change and communication". We must constantly break up our fragmented era, reconstruct ourselves, and constantly establish our new order and new logic.

The second stage is to "reorganize the meta points and start the self", which is a new and repeated idea from the direction of deconstruction philosophy.

After re focusing, the third stage has been formed. "Building a Chinese clothing brand under the world pattern" is intended to analyze the changes that are taking place in the global economy, culture and fashion, to explore the coordinates, roles and values of Chinese clothing in the world fashion order, to trace the operation logic and order of Chinese clothing brands, to explore the endogenous driving force of the development of clothing brands, and to present the most wonderful brand self.

Face up to the next step.

Beijing News: what stage do you think Chinese clothing is in now? Can the forum solve the problems faced by this stage?

Wang Jun: China's clothing products to China's clothing brand is divided into three parts, brand awareness, brand building and brand.

From a forum point of view, it continues the thread of Chinese clothing brand.

The stage of Chinese clothing should be divided into five stages, the first stage is the product stage, the second is the brand awareness stage, that is, from unconscious to conscious stage, the third stage is the brand building stage, the fourth stage is the brand stage, and the fifth stage is the brand culture stage.

The speed and distance of the garment industry over the past thirty years has already surpassed the evolution history of fashion culture bred by the West in the past century.

Chinese clothing people did have a good cultural background and creative trend in this period. From entrepreneurs to creators, from individual brands to industrial clusters, the strength of culture almost penetrated the whole industry in this era.

但快速發展所產生的連鎖反應，也同樣留在了2012年及此后的數年中，有待服裝人探索尋找答案：我們曾經拼命地吸收文化營養;拼命地掌握豐富知識;拼命地尋找靈感創意;拼命地從理論上完成東西方文化的契合點，而當我們已經滿腹經綸的時候，當我們可以滔滔不絕談論文化、時尚、歷史和美學的時候，為什么我們的品牌依舊只能徘徊在世界時尚門檻外?為什么我們的設計師還是無法融入世界時尚的主流舞臺?2012年，中國服裝行業有一個問題必須要正視：當我們的腦子里擁有了豐富學識和文化思潮之后，下一步該怎么走?我們是否該回頭來考慮一下服裝的本質，發展是為了什么，人與服裝的關系是什么，中國服裝的自我又在哪里?今年的這個論壇，也是盡力去幫助大家尋找答案，尋找一些解決的辦法。

Garment brand

White-collar workers are global in their height and heat.

Miao Hongbing, chairman of Beijing white collar Fashion Co., Ltd.

Reporter: in the world pattern, what kind of Chinese brand can stand for a long time?

Miao Hongbing: brand with high degree of heat.

Height represents brand and its value, representing the status of consumers.

Heat refers to being recognized by the market, followed by customers and its profitability.

The two are interrelated.

Reporter: how to achieve this height and heat?

Miao Hongbing: the five driving points of brand development: artistic pursuit, innovation, market power, competition and brand ideal.

Yi Wen joins philosophical thinking into design process.

Xia Hua, chairman of Yiwen enterprise group

Interviewer: what do you think of design and designers?

Xia Hua: I think the current design is thinking from the simple form of people to its deep thinking.

In the past few years, I feel deeply. Many designers didn't read other people's lives. They didn't read their lives. They didn't read their own culture, philosophy and logic. They only emphasized skills and elements, and only drew pictures.

But now, if designers do not really go into the philosophical category to think about problems, they are always superficial designs.

I think the designer's thinking of all the craft is to really go into the process. Designers should not only read this time, but also read your culture, because you will eventually have to be with this era and the group you want to do.

You are not an artist. You can't do things in museums. You can't do as much as artists do, so that everyone can't understand them.

Designer brand

Yi Hui brand needs its own values.

Zhou Sheng, general manager of EACHWAY fashion group fashion group

Reporter: what problems do Chinese brands need to solve in terms of culture and connotation?

Zhou Sheng: companies and brands need values.

It enables you to maintain your continuity and style and guide your style with your philosophy.

Reporter: how can Chinese brands have a "better future" under the international environment?

Zhou Sheng: our competitive environment and internal structure are constantly adjusting, but obtaining the future is very difficult. First, the information of the industrial development context is not enough. We must rely on the enterprises themselves to learn and find them.

The two is how our backward countries should go beyond the first developing countries and shorten the gap.

The three is to find a way to develop in line with China's brand. It can not be separated from the environment of social existence, and how to retain itself and rely more on brand belief.

Da Yi Yan uses popular aesthetics to convey life condition.

Ding Yong, artist, design director of Da Yi Yan

Reporter: do you have any new ideas in terms of brand value?

Ding Yong: I want to convey my life to the brand, and convey my feelings to the brand through this design and storefront.

It is mainly the popularization of aesthetics and design, that is, more quality and more stories, so that consumers can easily feel it.

Reporter: what practical problems do you need to pay attention to for Chinese brands?

Ding Yong: I think China's price system is chaotic. Many things are really not worth so much money, and the brand is not there. My idea is that more people can afford to wear my clothes on the premise of company operation.

The order of consumption and the logic of brand

Guest: Professor Zheng Yefu of Peking University, founder of Shanghai Kun Kun Consulting Group, Shi Zhangqiang, etc.

Attention: the impact of changes in people's lifestyles and values on consumption in the context of multiculturalism, the impact of the new generation of consumers on consumption patterns and markets, the activation of consumer demand and the new characteristics of Chinese consumption.

Brand building in the era of high cost

Guests: Yang Shitou, chairman of Chi cube, AICI, Zhang Wu, chairman of marketing department, School of management, Fudan University, Jiang Qingyun.

Point of view: with the rising prices of raw materials, manpower and logistics, China's clothing industry has entered the era of "high cost", and the coping styles of growth enterprises are waiting.

E-commerce and new media marketing

Guests: Duan Yongzhao, chief strategist of the financial media group, Chen Shihong, author of "fission: visible future", Liang Chunxiao, vice president of Alibaba and director of Ali research center.

Aspect: explore the establishment of communication order between clothing brands and consumers through social media, and how to carry out brand management and communication management in different spaces.

Rethinking financial capital and clothing

Guest: capital operation expert, Feng Pengcheng, director of China capital operation center of foreign economic and Trade University, Mr. Mei Xin Yu, research director of international trade and Economic Cooperation Institute of Ministry of Commerce, Zhao Wenting, executive director of Yi Kai capital, Wang Wei, director of research center of China Merchants Securities (600999, stock bar).

Aspect: exploring the significance of the listing of clothing enterprises, the deep-seated reasons for IPO rejection and the strategy of capital operation.