The Soul Of A Brand Is The Embodiment Of Many Factors, And The Core Value Of Chinese Brand Should Be Set Up.

In the 2012, in October 30th, the first China (Shenzhen) brand chain Summit Forum held how to give the brand "soul" high-end forum.

First, we need to understand the current situation of Chinese brands in order to develop Chinese brands.

Bian Xiangyang, a brand research expert, presented his research findings on the development of Chinese brands to guests at the forum.

Chinese brands face the world

The difficulties we have brought, though we have gone through hundreds of years' road in thirty years, but the polarization of consumption concept and consumption behavior in the past simply pursued goods, and the influx of foreign brands in recent years has impacted on the development of domestic brands, but also made the development scale of domestic brands aggressive and neglected brand building.

Bian Xiangyang reminds you of brand leaders: Chinese products still have Chinese products and brand characteristics.

In the current economic downturn, the pace of slow development, to carefully consider their strengths and weaknesses, to further consolidate the current position, smoothly through the difficulties ahead.

Of course, the ultimate competitiveness of a brand lies in its culture. In order to inherit Chinese culture and establish the core value of Chinese brands, it is necessary to have sufficient strength to suppress foreign cultures, or to turn foreign cultures into their own.

Pierre, President of the Asia Pacific region of the multi American group, elaborated the soul of the brand in detail.

As a company with a history of 170 years, the multi American group has always had a luxurious image.

How to identify and create an image, Pierre believes that the most important is the leader of the brand and the decision maker of the enterprise. Secondly, the brand customer group determines the brand positioning and image. Only by defining the age of the customer group can we determine the characteristic product of the brand.

Of course, the display of brand image also includes the company team, both internal staff and branch employees must maintain their image from the perspective of maintaining brand image.

Advertising, the biggest part of this investment, was put in the final exposition by Pierre.

Chinese consumers believe in celebrity effect. Therefore, the indispensable element in advertising films is celebrities. At the same time, by imperceptibly, the product image is implanted into consumers' minds. The focus of advertising films is to promote product image rather than product price.

At present, China has become the second largest luxury consumer country after the United States, and the development of the national luxury brand is bound to be on the agenda.

Wu Fenghua, chairman of TTF group, elaborated on the development of Chinese luxury brands with the development of TTF.

TTF from the jewelry industry first revealed its brand positioning: pursuing the ultimate craftsmen spirit, and building advanced jewelry from generation to generation.

This must coincide with the positioning of internationally renowned luxury brands such as watches and clocks and tailor-made garments.

How did this brand positioning come into being? Wu Fenghua pointed out three points: first, the spirit of craftsmen, why put it in the front? All luxury brands are emphasizing manual work.

Second pure genes, Chinese luxury brands must have Chinese genes.

It should be the best and the best for a particular category. It can not be followed. For example, LV represents travel, a spirit, not a bag.

Third the history of the brand is real, not fabricated.

So how to create luxury brands? First, we must have excellent quality, hand made and artisan spirit.

Second is excellent design, design is the soul of the brand, no design can not create luxury brands.

Luxury brands must be artistic rather than commercial.

Finally, Wu Fenghua summed up the direction of China's luxury brand building. Products must be localized, design should have individuality, and integration of eastern and Western cultures should be achieved.