China Fashion Convention: Culture Has The Right To Fashion Discourse.

 
< p > < strong > cultural confidence is the basis for establishing the right to speak. < /strong > /p >
< p > to talk about how to establish cultural self-confidence and let oneself have "a href=" http://www.91se91.com/news/index_h.asp "fashion discourse power < /a >" Zhang Rongming, chairman of Beijing AI Underwear Co., Ltd. "said:" because of our yearning for and longing for western culture, we are so keen on buying Western clothing brands. If we have confidence and confidence in Chinese culture and clothing, we will buy more Chinese brands. This is the embodiment of cultural confidence in the field of clothing. Is China's cultural value unworthy of Chinese confidence? In the long run, it is bound to happen. With the improvement of comprehensive national strength, confidence will be established. For thousands of years in the history of China, we have the confidence of a great country, but this self-confidence has been defeated by western culture, military technology and technology for one hundred years. So now it is a process of re establishing national cultural self-confidence. The rejuvenation of the Chinese nation should be said to have completed the 60%-70%. I read a report that we have a few steps away from the rise of the Chinese nation and the revival of the Chinese nation. The answer may be the last few steps, and the last few steps may be particularly difficult. So now the clothing industry insiders should consciously pursue their own cultural confidence from their own businesses. Have confidence in your brand, make the best of yourself, the best product, the best design, the best brand. When we have enough confidence, we can influence consumers. We need to know that consumers still want China to be strong. I hope our country's brand is worth being proud of, and of course, it needs a process. Zhang Rongming also talked about the fact that western culture is still playing a dominant role. This is a game process. It is a long and arduous task to make Chinese culture strong. < /p >
< p > self confidence, first of all, we need to understand our culture and innovate on the basis of understanding. As the most representative producer of silk products in China, Li Jianhua, President of Hangzhou Wan Shi Li group, talked about China's clothing culture. "China's culture and the world's culture, royal culture is a very important thread. We saw the Dragon robes worn by emperors, sleeping nets and hats, all made of silk. Silk is indispensable in Chinese royal culture. The Royal goods of the West are basically the same as those of the Chinese royal family, and they are also silk. Silk was a luxury in Europe before 2000. In the eyes of Europeans, silk is not only a commodity, but also represents China and represents the culture of the Chinese nation. Cultural competitiveness and creativity are the power of a nation. I think silk is such a cultural force. I hope that our generation will not forget the silk culture. When learning western civilization, do not forget the broad and profound culture of China. The clothing of our ancestors is a cultural costume, but in the past 100 years of development, we have gradually forgotten this kind of culture. What kind of cultural connotation should Chinese clothing contain? It can be recognized by the world as a Chinese garment. This is a problem that our costumes need to think more about. Li Jianhua also thinks silk is a carrier, which can carry culture and carry a lot of things. Silk is a unique material and unique cultural symbol of China. Of course, < a href= "http://www.91se91.com/news/index_f.asp > > silk > /a" itself also needs innovation and creation. {page_break} < /p >
< p > < strong > brand management and brand value < /strong > /p >
< p > when establishing cultural self-confidence, only by running a good brand can we create valuable brand. China's clothing brand can truly be recognized by the world. To understand their consumers and accurate positioning is the most important part of brand management. Zheng Zheng, deputy general manager of Shanghai daily Broadcasting Industry Co., Ltd. divided the Chinese market into several levels according to the understanding of his company. He said: "according to the average daily price of products, the Chinese clothing market is roughly divided into layers, of which 9600 yuan or more are called luxury brands, and the luxury brands are dominated by international brands. The 4800 to 9600 level is called quasi luxury, which includes international second line and individual international dress. From 2400 to 4800, it is a boutique brand. In the domestic market, Chinese original brands are mostly distributed in this area. Meanwhile, designer brand and Korean brand also pay close attention to this price range. 1200 to 2400 is a small boutique market, 1200 of which is called the mass circulation brand, and the brands that are familiar to the department stores are basically at this price, and 600 is the brand that specializes in circulation. < /p >
< p > how to build the enterprise's continuous cultural shaping and the ability to design innovation, Zheng Zheng talked about the experience of his own enterprises in practice. He said: "we have created a relatively loose organizational culture in the company. We emphasize the core position of the design director for the design innovation, and at the same time we have established close cooperation with the consulting companies abroad. The number of cards sold in one year will not exceed 200, and basically we should buy technology reference and fabric, not copy. Our principle is to insist on originality. Many companies will give a very clear and complete plan when they plan commodities, but our designers are unwilling to do so. Our approach is that, for example, we plan to sell 180 products this quarter, and the product department will have to complete 126. The 126 must be guaranteed, and the new product group will be open to designers. This allows our design to be constantly innovating. < /p >
Chen Fuguo, chairman of P MetaThink consulting company, also talked about the methodology of establishing brand in Western counterparts. He believes that to make a brand, we must understand where the brand comes from. If a brand does not find the point of communication with consumers at the level of value, there is no way to support it. As a brand, there must be a unique "a href=" http://www.91se91.com/news/index_cj.asp "value" /a. In addition, we should use culture and traditional elements to inject the value of brand. In this regard, we must pay attention to modern consumers and pay attention to their understanding and need for tradition. If we just stay in the blind intoxication and optimism about the things handed down by the ancient ancestors, it is hard to do well. And turn passion into creativity. Many Chinese enterprises have been keeping innovation in a very abstract and empty concept. The distance from a concept to the expression of this concept is very, very large. < /p >