Du Yuzhou: Reconstruction Of World Economic Order Is The Opportunity For China's Garment Industry To Go Out.

March 27-29, Ruyi 2012 China Fashion Forum The Grand Hotel of China is held in Beijing. The theme of this forum is to build a Chinese clothing brand under the world pattern. On the morning of 28, Mr. Du Yuzhou, President of the China clothing association, delivered the keynote speech at the TED keynote speech.

President of China clothing association Du Yuzhou Sir,

　　各位中國服裝，著名品牌的掌門人，今天這個論壇對我們服裝行業(yè)品牌建設(shè)，是很重要的，今天上午張德江總理參觀了我們博覽會，看了四個男裝，四個休閑裝，還有七八個女裝，都是中國的名牌，是我們獲獎的一些品牌，從大企業(yè)，到設(shè)計師企業(yè)都有，他的感觸很深，他前面參觀我們服裝博覽會，今年特意看了我們品牌建設(shè)，一個感覺到，通過服裝的變化，在北京交互那么交通部方便，那么遠，他沒想到有這么多人，都不是看熱鬧的，都是做企業(yè)的，做銷售的，那么這次看中國品牌，沒有時間看國外品牌，我們也給他們匯報了，國內(nèi)占65%，國外占35%，而且這是法國的，意大利的，德國的，美國的都來了很多著名的品牌，都是來的一些中小企業(yè)，都是比較大的品牌，亞洲，韓國、日本、臺灣地區(qū)都來了，香港也來了，國外品牌到中國以后，你像美國代表團，沒 After thinking about it, the development of Chinese brands is so good. I didn't expect that we would have to work hard and be left behind without efforts.

The development of China's clothing industry is very prosperous. He said that the 1 billion 300 million of us have raised their living standards and have higher requirements for clothing. They want different lifestyles, and they want different styles, including audiences, including many people who go along with them, including people in the press. They are dressed differently. We are a big producer and a big consumer country. But the development and development of brands, though we have made achievements, we still lack the internationally famous brands. We have become a strong textile country. We must develop our brand and national brand. Now we propose to speed up brand building and quality, technology, design, management, marketing, and at the same time, we also regard social responsibility as an important part of brand building. Vice Premier Zhang Dejiang saw it and felt it.

So today's forum, we have no time to make speeches. We have reached the goal of developing China's independence. brand ，一個關(guān)鍵的時期，應(yīng)該說中國品牌發(fā)展現(xiàn)在處于一個興旺的階段，我們上屆論壇講到，我們的品牌像雨后春筍般，不是過去想的，我們老是盯著幾個大牌，我們什么時候有國際大牌，現(xiàn)在開始落地了，你要想有國際大牌，先要看品牌怎么生的，所以這幾年，我們行業(yè)一直倡導(dǎo)，要研究品牌生態(tài)，昨天IPONE我們研究品牌，研究很多，我們也跟他講，我們行業(yè)品牌是注重品牌生態(tài)，他說你這個觀點是對的，我們不僅看大牌子，還要看草根企業(yè)，我們哪個不是草根起家的，除非是國有大企業(yè)轉(zhuǎn)制的，但是我們大部分是草根企業(yè)發(fā)展而來，為什么我們草根企業(yè)能夠成為大品牌，因為中國已經(jīng)具備品牌成長的環(huán)境，我們叫生態(tài)，不僅要有大樹，也有萬物，也有小草，只要我們細心經(jīng)營，維護一個良好的生態(tài)環(huán)境，我們自己的品牌，像中央“十二五”規(guī)劃建議提出的，要具有 The core technology, large and medium-sized enterprises with independent brands will grow up and will go global. Eleven

All kinds of practical experience, our scholars summarize, entrepreneurs exchange, I think our annual brand forum, the most important thing is to constantly put the brand building into the development process of our industry, and start from the actual situation, to promote the practical brand building. The technology problem is very important. Now we see that the exhibition is called "fast fashion development culture", which is also the brand building. It aims at the middle and low consumption groups, changes rapidly, and the price is not high. We also have boutique, and also have luxury brands. Now there are not only luxury brand clothing, but also luxury brand accessories, jewelry, shoes and bags, which shows that our brand building has really entered into the understanding and adaptation of the Chinese people's lifestyle. For brands, there are all kinds of

So our brand building is, at the present time, the two largest target from the industry. The first goal is to constantly see the new expectations of Book of Songs and Chinese people of all nationalities in a better life. How do we experience this new expectation, how to communicate with consumers and communicate with the mind? That is to say, the inspiration for our brand building comes from the changes in the lifestyle of consumers and the progress of lifestyle. At the same time, we also have inspiration from technology, technological progress, globalization, and the changes brought about by our mode of production, the way of exchange, and so on, so that our brand's ecological understanding is further expanded and deepened.

　　首先，我們作為一個產(chǎn)業(yè)，作為一個生活消費品生產(chǎn)產(chǎn)業(yè)，我們當(dāng)然要關(guān)注生活方式的改變，但是不是抽象的關(guān)注，也是一定條件的關(guān)注，這個條件，就是我們這個時代的條件，時代什么條件呢，我覺得我們要研究一下，技術(shù)生態(tài)，技術(shù)是人類自由，人類自由的一種表達方式，是人類自由意志的一種表達方式，技術(shù)呢，是人類思維創(chuàng)造力的一種延長，手推磨時代，產(chǎn)生的是封建主人、經(jīng)濟，和封建時代的生活方式，蒸汽動力的機械化時代，它創(chuàng)造了資本主義生產(chǎn)為主體的自由資本主義時代，也形成了資本主義時代的生活方式，現(xiàn)代跨國生產(chǎn)，現(xiàn)代信息化，計算機技術(shù)為中心的高新技術(shù)發(fā)展的時代，也產(chǎn)生了現(xiàn)代的文明，世界多元文化共生的時代，這是和現(xiàn)代技術(shù)分不開的，但是呢，確實有些傳統(tǒng)的技術(shù)，現(xiàn)在還有很高的價值，但是這不是讓人們恢復(fù)到過去，而 It is the traditional consciousness, traditional crafts and traditional culture excavated from the past, which play a modern value. It is a process of scaling up the development of technology, standardizing the way of restricting human production, and adjusting one another. That is to say, the development of our competition today does not fully realize the creation and development of our human freedom, so there must be some handicraft technology.

But handicraft is not to restore to the original culture, but to create a new spirit of the new era, a new atmosphere of traditional culture, which is bound to our hand-painted, hand embroidery, typesetting printing can also achieve the value of production. 我們從生產(chǎn)技術(shù)，到管理技術(shù)，到營銷技術(shù)，這已經(jīng)是人類生存方式的改變，生存空間的改變，時間的改變，概念的改變，流行趨勢再也不是先在法國，再大歐洲，后來到亞洲的發(fā)達地區(qū)，然后到中國的上海北京，然后再到中國的二線城市，不是，巴黎的表演，巴黎的時裝周，我們品牌，隨時可以看到，我們不僅看到驚喜，更是看到為什么有今天的變化，這不僅是認(rèn)識的提高，更是技術(shù)水平帶來的，網(wǎng)絡(luò)社會，那么現(xiàn)在我們的品牌，凡是在市場上叫得響的，具有品牌價值的物質(zhì)基礎(chǔ)就是你的材料，今天我們的品牌給張德江副總理介紹了，很多屬于材料，絲和絨的繪法，化纖仿真的效果，還有很多發(fā)生民族文化的傳統(tǒng)，而且還非常具有現(xiàn)代感，我們這些企業(yè)和設(shè)計師介紹的，這些介紹，這些表現(xiàn)，都不是特意貝殼，準(zhǔn)備出來的，都是臨場發(fā)揮的，很自然的，說明他們 Brand development is integrated into the modern technology environment. Whether it is the production process or marketing process, or how to master the consumer and how to adapt to the lifestyle of consumption, it is also a new technology. {page_break}

　　所謂預(yù)測，我去美國了解(潔西派林)品牌，很大的隊伍，要了解去年金融危機剛剛走出國體，世界的變化，藝術(shù)的變化，人們對服裝追求的微妙的變化，包括30年代金融危機過后，他們也研究當(dāng)時服裝的特點，那么就研究，這次金融危機以后可能帶來的變化，因為西方國家從借債消費，改變了消費方式，到了加重理性消費，那么這個呢，就會給服裝材料的選擇，樣式的出新，都是一個新的，包括奧巴馬夫人對美國時尚的影響，都做了調(diào)查，因為奧巴馬夫人在美國銷售時尚方面影響很大，那么他們要到不僅是美國自己的城市，要到歐洲的中心城市，要到特別提到了，要到中國，看看中國上海，要到日本東京，來看看消費趨勢的變化，因為它是全球性的連鎖商業(yè)，他做出了一個八開紙，大概有兩公分厚的那么一個材料，來預(yù)知一年以后，服裝的變化，然后呢給他的 The design team, the head of his design team, told us that after getting the book of market prediction, he said that this is our design team's book of heaven, you have the design ability, does not mean that you can grasp the future trend, you control a lot of design language, the design thinking, but what you have done, if you can not predict, can only express itself, but our brand is to show your understanding of consumers, you communicate with consumers, you can draw a picture, clothes can not, must wear.

Here I talk about the second issue of brand, cultural ecology. Culture is a reflection of productivity, production relations and economic foundation. It is not a simple causal relationship. It has a historical factor. A historical heritage, the so-called cultural tradition, and cultural tradition are a long river of history. It develops in the process of continuous accumulation and mutual influence. Chinese culture is, of course, accumulated gradually by the Chinese nation on this land. However, in the elements of our national culture, there are a large number of multiethnic nutrition in different periods.

In the developed way of life, we can not always complain about consumers and worship foreigners. The reason is that we have not yet expressed his pursuit. You have only expressed some shortcomings in his current situation, or we simply understand the tradition. I see hand embroidery. I think this exhibition is a brand of India, which is sold in the whole world. It is a scarf. With the booth of Paris, he participated in our exhibition. With many cultures of Paris, his hand embroidery and culture are modern. When we talk about hand embroidery, we say that I am traditional. The traditional process is traditional, not traditional, almost ancient replica, no modern sense, and your handicrafts do not express the modern value. This is also culture. So far, our brand creation, in terms of cultural creation, has attached great importance to absorbing the elements of modern culture, and the developed economy is bound to have.

If you go back to the exhibition hall to see the brand of China, of course, it is full of vitality. Let's take a look at some of the old brands in Europe. Let's take a look at the brand names of several emerging Asian countries and regions. We need to say that without looking at the details, we can see that the taste is different and the flavor of the culture is different. Children's clothing is also the same. The children's clothing in France is also developing internationally. But it still feels different. All your clothes are put together, and all the clothes of a brand are put together. We need to see what your personality is and what personality is. If there is no individuality, then there is no brand, that is, your style must have a unified style.

In your product, every individual product has its own factors. We all call for national brands not to preserve the sense of national culture, but to open up the consciousness of national culture. When we talk about the brand culture ecology, we must first have national self-confidence, blindly copy others, run after others, and do not get the respect of the international community. Many of our friends have started our clothing and clothing exhibitions, and we have been engaged in forums for overseas contacts. We follow others and copy others. We feel very good. These brands abroad, he disagrees, because we feel very much like that. In that cultural circle, you know that some of you have some estrangement and distance. We say modern art, postmodern art means meaning, we speak of taste, he means meaning, meaning is not expressed directly by specific things, it is. {page_break}

　　相反，國外的大師，1993年的馬蘭帝諾，他在表演，他就用中國的大花被，在我們舞臺上表演，他說這就是中國的文化，這就是說我們深在廬山，并不一定熟悉廬山，中國的國際化，各民族看中中國的是什么，我們也不一定特別清楚，但我們不能說，他看到了本質(zhì)，中國把大花被作為衣服的話不是很多，但是這種紋樣，這種色彩結(jié)構(gòu)文化可以起作用，就涉及到文化的深層，我們的品牌創(chuàng)新，既要技術(shù)的，又要文化的，特別是藝術(shù)的，所以剛才張德江副總理特別強調(diào)幾次，我們要提高設(shè)計水平，設(shè)計，我們也特別匯報我們品牌建設(shè)，注重一個產(chǎn)業(yè)的生態(tài)，產(chǎn)業(yè)鏈，從纖維帶來的時尚創(chuàng)造基礎(chǔ)，到面料織造，我們的品牌企業(yè)如果不深入到面料創(chuàng)新里面，你的個性難以發(fā)揮，因為大家的面料做出的個性，那是比較難的。

Three designers were brought to work in this enterprise for three days, and the sample identification was made in a mess. Finally, I decided that the product he ordered would be provided to the enterprise. Then the director of the factory gave me a look. It was also P. He made a home textile material. He said I really didn't understand it. He said there was no difference between us and the rural areas in the past. This is that we did not have a grasp of the cultural ecology. Our famous brands were all made to Europe. Let me give you an example. We have a flax mill called fan Jia in Jiangsu. It orders almost every year for international, European, American, European, such as Armani. I care about how he orders, his purchase.

But the samples from abroad are very visual impact, so we have to take the clothing brand to that enterprise and take a look. This creation must be the creation of an industry. You, a new technology, who will cheer you up, engage in technology, engage in economic activities, and engage in politics, will be inspired by the emergence of new technology, because it involves our production, involves our national strength, involves the comprehensive competitiveness, and we need to brand more, because it brings new performance.

The ecology, the industrial ecology, and the so-called ecology are not so intentional to talk about a new term, but to tell us that we should make a brand name and devote ourselves to the development of China's own brand, because it represents our nation. In the modern world, it is an ID card that is committed to the world's ethnic groups. We have many enterprises that are mass consumer brands, some of them are low income brands, some are 16 to 25 years old, and of course China is now the largest market for luxury goods, so we have a lot of commitment to luxury brands. Before that, our department leaders, our luxury goods sold abroad were very cheap, and sold very expensive in China, so the money went out. So, this technology ecology, culture. {page_break}

　　那么對這樣一個現(xiàn)象，我們的品牌創(chuàng)造者，或者我們有創(chuàng)造奢侈品品牌的企業(yè)，怎么想呢，我想這里還是回到我們對奢侈品生活方式的深入，它的技術(shù)，它的文化，我們不知道奢侈品生活什么樣，你就看看畫報，奢侈品就那樣的，你舊照著做，改改樣子，賣不出去，這不是一個生態(tài)的問題，那么現(xiàn)在中國的質(zhì)量是我們的基礎(chǔ)，品牌建設(shè)的基礎(chǔ)，類似的質(zhì)量，中國制造，紡織機械，在中國上賣，人家說你要降價，因為中國制造，瑞納總裁講了，我瑞納的制造在中國還壓百分點，我們在同類產(chǎn)品不同生產(chǎn)企業(yè)之間，存在著很大差異，那就是說你中國制造的形象，是質(zhì)量不如人家，你有幾個好不行，就像我們的火腿腸，不見得所有的火腿腸都用了瘦肉精，但是一個火腿腸的分廠，加了瘦肉精，你這個火腿腸就賣不出去了，這就是品牌生態(tài)。

　　因此我們的品牌，我們行業(yè)協(xié)會提出，不僅在質(zhì)量上，創(chuàng)新上，快速反映上你做得很好，還不夠，還有一個社會責(zé)任，我們說的社會責(zé)任不僅僅是你對社會的制造，而且包括我們對勞動，對消費者，對市場秩序，對于公共義務(wù)，你的承擔(dān)，你是擔(dān)當(dāng)者，我們大牌子，對中小牌子，對草根企業(yè)，承擔(dān)的什么樣的社會責(zé)任，現(xiàn)在是社會化的生產(chǎn)階段，不可能一個品牌全包攬全部，因此就是我們的中國服裝品牌，需要有一個團隊的意識，不是富人俱樂部，也不是大牌子俱樂部，而是一個民族的自信，是競爭，品牌是競爭的結(jié)果我們，改革開放30年，現(xiàn)在品牌發(fā)展到今天這樣，我們首先歸功于中央確定的市場化發(fā)展方向，沒有市場化，沒有今天的品牌，靠政府計劃，靠政府的愿望是實現(xiàn)不了品牌大國，那么我們就要分析，在市場化前提下，怎么樣體現(xiàn)我們的核心價值體 It is the spirit of the age with patriotism as the core and reform and innovation as the core.

　　我希望我們的論壇，不僅對已經(jīng)具備一定成就的企業(yè)產(chǎn)生啟發(fā)，產(chǎn)生推動力，而且對廣大的中小企業(yè)，都有一個很好的引導(dǎo)，我們現(xiàn)在的品牌企業(yè)，相當(dāng)多的產(chǎn)品是由中小企業(yè)生產(chǎn)加工的，我們有沒有考慮，你這個供應(yīng)鏈，有沒有品牌價值，公共服務(wù)是需要大家支持的，為了促進紡織行業(yè)由大變強，我們一方面爭取國家的政策，一方面發(fā)揮行業(yè)的內(nèi)生動力，圍繞著科技和教育的進步，我們紡織工業(yè)的紡織機關(guān)，科技教育基金到現(xiàn)在已經(jīng)達到了7000萬，這是我們一年目前已經(jīng)達到有600萬這樣數(shù)額的，可以獎勵我們的科學(xué)進步，教育和教師，最近還有一批企業(yè)都已經(jīng)承諾了，這個是國務(wù)院特批的，我們紡織行業(yè)，我最近到幾個企業(yè)，在座的企業(yè)都是積極的建筑者，承擔(dān)行業(yè)的社會責(zé)任，就是我們用發(fā)揮內(nèi)生的動力。

To strengthen public construction, we have the possibility to set up ten basic research projects for the first time this year, so that our scientific research can be tackled to the theoretical level, and it can be transformed into real productivity faster. We won't win any projects in the past, because the development of new industries now is very loud everywhere, that is, you do not have many projects. You are the high-tech parts that are processed to computers, and all of them can be developed into new and high technology. All of them can get tens of millions of development costs. But in our industry, we need to solve material problems, solve technological problems, and solve the problems of green, low carbon and recycling. There are a lot of new technologies in it.

But it's hard for us to squeeze into that industry. I met a big brand enterprise yesterday. He also said that you reward me twenty million, and I don't want to be white, but my development depends on this development. His investment is far greater than that. According to the quantity, it is enough. Our brand is the same. The Vice Premier Zhang Dejiang visited our clothing exhibition the day before yesterday. I suggested that I should say that the government should support our public service platform construction and raise its intelligence level.

Now, our industry is doing this thing. We also hope that the progress of the industry can arouse the attention of all sectors of the state, especially the attention of banks. Every time we squeeze money, it is very difficult for our small and medium-sized enterprises. Because when the surplus is in circulation, they often run to the real estate market and run to the stock market, and when they collect money, they often receive liquidity from our production enterprises.

What does this mean? It shows that our industry is changing from strength to strength. Brand building is to promote China's textile industry, garment industry and power building to the whole society. It is of great significance to China's modern economy, and is of great significance to the development of modern Chinese culture and social harmony. It is also the most competitive industry. Then we have been supported. That is endogenous driving force. So, I hope that our clothing brand building will be able to stride forward during the "12th Five-Year" period. To 13th Five-Year, it will be 2016 to 2020. We have a large number of brands, not only the recognition of China's vast numbers of consumers, but also the recognition of the world.

　　2010年我們服裝企業(yè)的規(guī)模以上是19000多戶，7.9%的企業(yè)，1400多戶企業(yè)，資產(chǎn)占全行業(yè)的8%多，銷售占全行業(yè)的11%多，利潤占全行業(yè)的47%，從業(yè)人數(shù)也只占行業(yè)的9%，它的附加值是哪來的，一個是技術(shù)，一個是品牌，就是我們“十一五”期間，在全行業(yè)深入人心的品牌貢獻力和科技貢獻力，我們在制定“十二五”規(guī)劃，同樣在品牌綱要上，我們同樣提出來，要大批的，要有大批的示范性的企業(yè)品牌，要有一大批區(qū)域品牌，要使我們的品牌價值占到全行業(yè)附加值的一半左右，一半科技，一半品牌，這兩個價值不能決然分開，但是很明顯，技術(shù)都一樣，產(chǎn)品質(zhì)量都一樣的企業(yè)，效應(yīng)會差一倍，有的是兩倍，一個企業(yè)同樣的產(chǎn)品，出口內(nèi)銷，我最近分析了一下，銷售產(chǎn)值和出口產(chǎn)品，我分析的結(jié)果呢，就是總體上看，我們的品牌內(nèi)銷產(chǎn)品的價格，是外銷產(chǎn)品的2.7倍，原因 Is our brand export or too little? That's our potential. So I think we have so many brands in our forums, some of them are big brands in the country, some of them are also influential internationally. I hope you can bring the whole industry to the lead. We really need to be strong in technology, brand power, low carbon green, recycling power, and powerful people. I believe we will be able to achieve this on time, thank you.