Brand Soul Searching Man Lan Yu Ping Planning Is The Process Of Finding Soul.

< p > he has the pronoun of "brand soul searching man". He used the idea of "searching for soul, planning impression and seeking brand" to successfully practice the brand image building of Shenzhen international brand underwear exhibition and China international underwear culture week. It also completed the pformation and leap of its own toward the high end through its own brand of numerous underwear industry. In September 2012, he was invited again to China international underwear culture week to make a comprehensive cultural impression plan for the eighth international underwear culture week of Shenzhen, which is being planned in 2013 in China.

He is the pioneer of China's interior brand planning -- blue jade Ping < /p >.

A reporter interviewed Mr. Lan Yuping in Shenzhen some days ago, P.

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< p > reporter: you have instigated strategic adjustment of many underwear brands in China, especially the high-end underwear brand displayed in the market. You have made a strategic re orientation and made a deep impression on you.

So, what is the opportunity for you to undertake the brand planning of China international underwear culture week again? < /p >

< p > Blue Jade Ping: This is a long story, with emphasis on mutual recognition. I also agree with their platform values.

Specifically, the Organizing Committee in the underwear industry platform business process, looking forward to the participation of stakeholders in the industry to participate and promote, is the result of full integration of resource advantages.

Personally, I like Shenzhen very much. It is a place of "ten thousand kinds of frost free competition". It is in line with people's cultural psychology. It is the window of China's lookout world and a rhythmic city. As for Shenzhen underwear, it has been displayed in the "China's world" "underwear culture exhibition booth". It is a professional platform displayed on high-end underwear brand. Actually, I prefer the team of culture week. They are active in thinking, dare to think, and the strength of team is the prerequisite for successful cooperation of our projects.

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< p > reporter: would you like to know what you know about Shenzhen underwear exhibition? < /p >

< p > Blue Jade Ping: actually, I participated in the impression plan of the cultural plate of this platform. This is the third time. The development of the industry platform through the culture week is one of our core strategies.

In the absence of the concept of cultural week, I only know that Shenzhen underwear exhibition is a comprehensive display platform for underwear industry in the Southern China plate and the window of the world. It mainly consists of women's underwear bra. There are a group of teams with dreams and passion in the platform, as well as many social and political resources. The regional brand and operation advantages bring many underwear brands to market recognition.

A long time ago, I thought that China's interior clothing must take the high-end line, especially the underwear plate must be closely linked with bra underwear channels, and the Shenzhen lingerie exhibition can achieve this docking demand. It is a best platform for gathering time, place, and people, and then a few foresight panties enterprises have entered the exhibition, and the result is very successful.

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< p > reporter: what do you think is the commanding height of Shenzhen underwear exhibition? < /p >

< p > Blue Jade Ping: today's China, the process of economic construction is accelerating, and entering the era of brand consumption, any industry needs to show the window to the outside world, and then there will be many industries to create the external platform, and it will also form great competition. The development of a display platform can not escape three rules: big platform, big platform, strong platform, special small platform.

The positioning of Shenzhen lingerie is not a big win. It is not based on the number of exhibitors. We only choose to serve as a relatively high-end brand service platform in China's underwear industry. We must strengthen the brand with high quality service and promote the development of the industry. We are still growing up, not to be bigger, but to work hard in "special".

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< p > today's industry has given Shenzhen underwear exhibition an opportunity, that is, the era of high-end interior brand is coming, the momentum of high-quality underwear and high-quality underwear can promote the platform, so that the precise positioning of the platform can be consolidated and sustained development, and the influence of the industry will continue to expand.

Actually, the process of planning the strategic positioning of Shenzhen underwear exhibition is the process of finding the soul for the platform brand.

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< p > reporter: so, what do you think is the soul of Shenzhen underwear exhibition? < /p >

< p > Lan Yuping: I regard Shenzhen underwear exhibition as a brand in the exhibition industry. So, the soul of a brand should be authoritative, exclusive and unique.

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An open international metropolis is a window of China's world and a super immigrant city. People from all corners of the world can find the feeling that Chinese and Western cultures can be integrated naturally. From the big point of view, the Shenzhen lingerie exhibition is a special blend of Chinese fashion and world fashion compared with other exhibition platforms. This is something else relatively innate cultural cities can not have. This coincides with the "pushing Chinese brands to internationalize", making Chinese brands become the world's brand, letting Chinese fashion enter the world fashion, and letting Chinese culture influence the world's culture. We find the location of people without me, so there is a theoretical formulation like "China's world". < p > we all know that Shenzhen is a neighbor of Hongkong.

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< p > as for the concept of cultural week, we should consider it from several aspects: first, the trend. China's plan for 12th Five-Year will enter the stage of cultural industry vigorously, and culture will become the most potential industry in the future.

Secondly, Shenzhen is China's world window and has the cultural foundation of combining Chinese and Western cultures. Thirdly, Shenzhen maintains very active international exhibitions and cultural exchanges, and has fertile soil of multiculturalism, which can perfectly create an ideal platform for cultural exchange. Fourthly, we have the Canton Fair, the Shenzhen Stock Exchange and the cultural exposition to show up alternately, and more for the spread and extension of culture. Fifth, we firmly believe that only the continuity of culture can be sustained. In the future, the competition in the underwear industry must surpass brand competition and rise to cultural competition. We have the responsibility to guide the brand to think ahead the relevant cultural categories.

Of course, there are many advantages that decide that the Shenzhen lingerie exhibition is bound to be supported by culture. Therefore, we have positioned a concept of "Cultural Week", which is concerned with the related chapters of culture every year. At the same time, in order to distinguish from the single exhibition or paction of other exhibition platforms in the industry, we are not only doing the exhibition for two days a day.

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"P > culture week has been built in recent years. Every year we are making progress. We have basically formed an impression in the industry." culture makes underwear more wonderful ", which is also reflected in the industry.

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< p > reporter: what do you think Shenzhen underwear culture week should pay attention to avoid homogenization and vulgarity in the future development? What is the theme of this year? < /p >

< p > Blue Jade Ping: reject homogeneity and despise vulgarity.

For the operation of the platform, we must not plan in one step.

This year is the third ring of the culture week strategy. It is "last year," "heaven, earth, man and harmony" is "big tolerance". The main purpose is to prepare for the future industry to form a "harmonious" industry pattern, and to maximize the integration of intra industry resources.

I have a "three sex, four strokes, five links".

We also used the concept of Olympic rings in the underwear culture week, and formed a strong cultural banner in five years. As long as the platform adheres to the impression of cultural pmission, we can make a logical decision after the first five years. In the first five years, we can not be cloned by others, and we can not be deviated from the route, so we can not close. Therefore, we must "four strokes". First, we plan to serve the brand, lead and promote the industry as the aim, seize the industry trend, find the platform increment, then plan, grasp the core competition of the platform, find out the difference indicators of dislocation competition, and then make plans, take the soul as the core, and change all the time, and gradually plan the landing.

Through the construction of each year, we gradually strengthen the "three characteristics": authority, exclusiveness and uniqueness, so that the future cultural week will have more distinct characteristics.

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