Brand Building Is To Change The Way Of Development And Use Culture To Create Value.

In the future, China's clothing industry must shake off the shadow of others from product research and development, fashion trends and brand connotation.

In 2011, the international monetary economic organization lowered the forecast of economic growth in 2012 as a whole, and the uncertainties increased. There was no fundamental impetus for the recovery of market demand, and there was no sign of substantial improvement in the market.

Entering the 2012, the whole industry has a very strong pessimism.

"The country that is most conducive to the development of the garment industry today 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 "

It 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 pformation 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.

China's clothing industry should start from product research and development.

The key to get rid of other people's shadow and get out of their own path 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 pformation and enhance the competitiveness of enterprises."

Chen Dapeng said.

"In recent years, Chinese clothing has evolved from

It is good to diversify the style, but it is also harmful to follow the international trend.

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.