Zhang Jie Analyzes The Concept Of "Community": From Silk Suit To New Luxury Road

Some people say that this is not the best time to create a brand. It is not optimistic about the international situation, the rising prices of raw materials and labor, the uneven market competition, and many unfavorable factors.

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However, some people say that this is the best time to actively create national brands. The emergence of the international trade deficit has led many international brands to focus on the Asia Pacific market, especially the Chinese market. The international luxury group aims at Chinese brands and sends out goodwill information about acquisitions and cooperation. These scenes also remind Chinese garment enterprises that China's huge consumer market will become the focus of attention in the world.

It seems that this has also become the main reason for the development of new brand strategy from the end of 2011.

The brand of China clothing group has a very Chinese name.

Zhang Jie, chairman of China's Heng Tian Group, is also quite aware of this. "The country" is the bearer of Chinese civilization for thousands of years, and the soul of the brand is a real Chinese brand in China.

The "social brand" is a "Yuquan" logo template produced by the Chinese landscape, which is made of China's Daqing green, red, white, black, yellow and clay, and is used to irrigate the five hills of Yuquan.

Every dress with the logo of the "social identity" carries the meaning of good grain and good luck.

At the same time, "Italian" is SORGERE, meaning "the rising sun", symbolizing the thriving and thriving brand, reflecting the top quality and production level of European men's clothing.

Zhang Jie said that the "community" was founded at the end of December 2011, launched with the concept of Chinese brand and Italy made.

China clothing Limited by Share Ltd's "brand" brand is based on global cooperation, selecting the top materials in Italy, making hand-made products to ensure quality.

"Raffaele", a luxury entrepreneur Umberto Angeloni in the European manufacturing company (the former CEO of the famous menswear luxury brand Brioni), said: "I have seen many fake Italy brands made in China, and now there are finally Chinese men's clothing brands that are really producing in Italy and have the highest quality in the world, which is a blessing for Chinese consumers."

Nowadays, the market competitiveness of local brands no longer win in the market with simple local resources. The brand that will be based on the clothing consumer market in the future will inevitably integrate many kinds of characteristics. One is the brand identification with a high degree of identification, and the other is the ability to cooperate with the best supply chain in the world. From this point of view, the "community" has already seen this sign.

China concept manufacturing

Located in the elegant town of 100 kilometers in the suburbs of Milan, Italy, is located in the famous European CARUSO (Caruso) factory.

Here, after hundreds of fine Italy traditional manual processes, new products of the "community" are produced.

Zhang Jie said that the fabric of the "Chu" brand is mainly selected in the world. The output is very few in the world. The average fineness is only 13.2 microns. It is the Australian superfine wool with 1/10 hair and the "Inner Mongolia white" cashmere, which is known as the "fiber diamond". It has more than 100 kinds of color and fabric combinations.

The lining is made of Chinese traditional crafts, with the dark lines of Ruyi, Jinlong and Fu characters, which express the virtues and connotations of Chinese culture.

It breaks through tradition, integrates advanced technology and modern fashion elements, and combines the dignity and luxury of European men's clothing with the humility and implicateness of Chinese men.

The "social brand" brand custom-made clothing includes a series of products, such as suits, tunic suits, jackets, shirts and hand-made sweaters, so as to create a private wardrobe as its mission. The vision not only focuses on clothing, but also pays more attention to the connotation. In the collocation of colors, texture, style, handwork, tailoring, and collars, ties, leather shoes and cufflinks, the brand will be taken into account.

Famous teachers and the new luxury road of "society"

Just like the original market planning of the "community", from the beginning of its creation, it resolutely took the route of luxury goods, and made several considerations in the choice of the designer, and eventually hired the chief designer Francesco Fiordelli (Francisco Fiordelli).

He used to be a famous fashion designer in Italy.

(Gucci) and Hugo Boss (Hugo Boss), currently the head of the Italy Fashion Association's China cooperation project.

Francisco Fiordelli said with emotion: "the perfect combination of advanced Italy design and production technology and Chinese culture has created a real Chinese brand and is made by" Chinese clothing ". It is a great honor for me to be a designer who interprets the integration of Chinese culture and Italy aesthetics.

Zhang Jie said that there were many reasons for the creation of "social brand", but more confidence in the future market and the embodiment of an enterprise's sense of social responsibility. In addition to monopoly and resource enterprises, other enterprises in China have almost no high-end brand names.

Especially in the clothing industry, because there is no high-end brand of its own, it can only be processed, make hard money, make small money, be affected by the people, and have more OEM products. It is very easy to be affected by the fluctuation of the international market.

He said that many domestic garment enterprises are in a difficult position and need to break through.

Some of our so-called clothing "well-known" brands can only linger in the middle and low levels, and get small profits through low prices.

The brand is defined as the most high-end luxury clothing brand, which embodies the core competitiveness through brand.

The most important part of the construction of the "brand" is brand value, which takes the global operation mode, such as Chinese brand and Italy production, to carry out OEM processing in Italy, and thus stands in a higher and broader position.

Only in this way can we break through from the labor intensive, energy efficient and low profit fashion management mode.

As for the future of the "community", the enterprise planning is a road of luxury development, positioning the "community" in luxury goods, in addition to commercial significance, it also embodies a society's fashion, culture and aesthetic direction.

Zhang Jie believes that as the first Chinese clothing Limited by Share Ltd to take the luxury industry as a state owned enterprise, we must let the high-end fashion, culture and aesthetic direction reflect China's influence and not allow foreigners to define what is high-end and what is fashion.

Nevertheless, we still need to realize clearly that the establishment and inheritance of top luxury brands need a long process. For the world's top luxury brands such as Dior, Chanel and Hermes, it will take hundreds of years. We can't replace them for a few years.

Chinese luxury brands are too young. Even with the passing of excellent culture, it is possible to grow into top brands. It may take generations to complete, but the "community" should be a good start.