2014 China Fashion Forum Opening Ceremony

Wang Jun: respected President Du Yuzhou, respected entrepreneurs, friends in the news business, good morning, everyone!

Thank you very much for your busy schedule. Ruyi .2014 the scene of China Fashion Forum. It should be said that the 2014 forum is the nineteenth year of the China Fashion Forum. It should be said that in the 19 years, with the help and support of all of you, China garment forum and China's garment enterprises explored and worked out China together. Clothing brand The development of brand mode, its brand aesthetics, the culture we care about, and the business we are concerned about. Of course, in 2013, let us feel an unusual year, let us see that China has changed, the world has changed, so that we have to make some new arrangements and ideas. So our theme this year is transformation: Rebuilding consumption links. Let's re-examine the market and let us build new connections with consumers with new technologies, new culture and new products and brands.

First of all, let me introduce the leaders and guests present here.

First of all, I would like to invite Mr. Chen Dapeng, executive vice president of China Fashion Association, China Fashion Forum.

　　 Da Peng Chen Distinguished President Du Yuzhou, distinguished guests, colleagues in the industry, friends of the press, good morning, everyone!

Welcome to the.2014 fashion forum. As the annual ideological summit of China's garment industry, China garment forum has been striving to stand at the forefront of the industry, focusing on the concerns of garment enterprises and brands, exchanging and discussing the changes in the industry, the wave of the times, and the experience of innovation, triggering new ideas, giving birth to new ideas, providing fresh and valuable ideas, methods and suggestions for garment enterprises. The theme of this year's forum is transformation: Rebuilding consumption links. This theme is a refinement of the nature of the industry in the context of the transformation and adjustment of China's garment industry into a new economic era. Because for a basic consumer goods industry such as garment industry, whether technological progress, industrial upgrading or business transformation, mode innovation will ultimately lead to the ultimate consumption and consumers. This is exactly the origin and core of all the choices we have to deal with.

Over the next two days, the forum will focus on consumption as a key word, inviting experts and scholars from inside and outside the industry to analyze the changes in consumer lifestyles and consumer behavior, and to understand the new consumption trend and retail mode in the Internet age, to find new opportunities and new spaces in social transformation, and to explore the innovation of business mode and the transformation of brand strategy.

Here, I represent. China Apparel Association On behalf of the organizers of the China Fashion Forum, I would like to thank all the speakers of this forum for your valuable research and practical experience, and to share your views and thoughts with us. I would also like to extend my special thanks to Shandong Ruyi group and Mr. Qiu Yafu. Over the past five years, Shandong Ruyi group has fully supported the development of China Fashion Forum with the responsibility of the industry. It is with their support that we can get together today to exchange and look forward to the industry today and tomorrow. Sincerely hope that all these two days' forum will benefit all participants. Thank you very much. Thank you!

Wang Jun: Thank you! I really appreciate the five years of Ruyi group's dedication and wholehearted support and help to China Fashion Forum. Here, let's take a look at the past years of Ruyi forum, and what changes and growth have happened in the past. Let's look at the big screen together and express our respect and thanks to Ruyi group in this way.

OK, let's use the most sincere applause to thank Ruyi for our strong support, and wish you good development. Today, Mr. Yau Yau asked me to convey my greetings to you. Because he has something urgent to rush to Pakistan, so we can not come here today, let's applaud and thank you.

Next, today's chairman's annual viewpoint is released. First of all, Mr. Chen Yongbin, general manager of Zhengzhou leading show Clothing Co., Ltd., has issued an annual view on behalf of the presidium. Mr. Chen Yongbin is invited.

Chen Yongbin: respected duo, distinguished colleagues and distinguished guests, I am very glad to talk about my experience of the entire costume in 2013, the current situation of clothes, my simple opinions and thoughts.

So the current fashion situation is very grim, because these two days leaders, Minister Du and Wang Chang said that this is a challenging era for the clothing industry, but it is also the era of heroes. It is also the time for our garment industry colleagues to achieve breakthroughs, upgrading, transformation and upgrading. The current market situation is bound to be complex and changeable, the impact of the macroeconomic situation, changes in formats, the vigorous development of the Internet business, the impact of upgrading the traditional channels is also great. All these bring great challenges to the current fashion enterprises and traditional operation thinking.

In this situation, it is surely innovation and change that we all need to think about. Then, we must use innovation and change mindset to face all aspects of brand and enterprise operation. Whether it is format or channel layout, department stores, shopping centers, clubs, electricity providers, O2O, including the rise of buyer shops, all of which require us to re think about the layout of the channel. The impact on the electricity supplier should also be dealt with. How to build the system of the electricity supplier and how to set up the O2O need us to think with the mentality of innovation and change. But I think more importantly, as an entrepreneur, in many ways, it must be done very well, because "fixing" is the most important magic weapon for us to deal with crises and meet challenges.

In this era of reform and innovation, how to achieve "determination"? I will talk about some simple thinking. First of all, we should be more clear and clear about the positioning of the brand, then positioning, I think at this stage, in today's more challenging and changing era, then it is very important for the brand of the enterprise. For the highlight of brand personality, the construction of the uniqueness of business mode is more thinking than we did in the past when we think about the positioning of enterprises and brands. So for those traditional channels, all of you here are dominated by traditional channels. At this stage, we need to think more clearly about our brand positioning. Where are our enterprises located?

Because now the industry segmentation, industrial segmentation is an inevitable trend. In every subdivision market, in today's increasingly competitive situation, industrial segmentation will become more and more obvious, which is a very good opportunity for many enterprises, because his industrial concentration is also improving. But in the process of carrying out the Trout system in recent years, we found that practice positioning is very complicated, so today I am thinking about it, hoping to do more exchanges and communication with you. How to locate the clothing brand is rather complicated, which requires more thinking. Of course, this is what we need to face.

At the same time, for online sales, it may be more necessary than traditional offline sales and online sales. Online consumption is more subdivided from its consumption particularity, and the market concentration is higher in each subdivision category. From this trend, positioning is more important to online sales. So I think this is about brand positioning and enterprise positioning.

So the second "fixed", the current electricity supplier booming, the Internet booming, so we must further strengthen the offline channel products and services. Because we recently studied enterprise electricity providers, including other electricity providers, are also thinking a lot of things. We and our team of experts, including a recent Japanese team, are doing business models for us. Many of our traditional businesses are badly hit by the electricity supplier. The core is not in the good development of the electricity supplier, but our traditional offline brands are not well done in many places, there are many places to upgrade, and many details are not in place. Therefore, in the impact of the electricity supplier, how to do well the product service under the line is a problem that needs more consideration. As for last year, there are some deep connections and deep interaction among customers, so the products and services under the line are doing well. These brands still have a good growth last year. This is an example. So this is the second "fix". {page_break}

Third, I think that at this stage, the era of crossing the river by feeling the stones has passed. We need to plan our thinking with the idea of top-level design. At present, the state also puts forward the top-level design. Recently, our enterprise is studying the book "winning the top level design", based on the understanding of the target market in the future, the understanding of the needs of users, the understanding of the competition pattern, through the systematic analysis, set the business concept and ultimate goal, and do well the ideal products of consumers, so as to make their products according to their goals. Of course, the theme of our two days and the reconstruction of consumption connections are actually the starting point of top-level design.

Finally, in the current situation, it is very serious. Therefore, entrepreneurs should make good judgments and make no mistakes in making any decisions. How to make a good decision? Every decision is correct. We need our entrepreneurs to practice well. I feel that every one of us can do his own discipline and practice in various ways and make every decision well. Then our enterprises will continue to break through and grow in crisis. Finally, I wish all my colleagues to achieve breakthroughs and growth in this era of change. Thank you!

Wang Jun: Thank you, Mr. Chen Yongbin. Next, I would like to invite Mao Jihong, chairman of Guangzhou exceptional Garments Co., Ltd. to speak. First of all, welcome Mao to come to the stage. Mr. Mao Jihong is welcome.

Mao Jihong: back to the 27 and 28 March of each year, I lost one year. I would like to thank all of our Bureau members first, and thank our brothers, who chose me as the rotating chairman this year when I was away, let me have the opportunity to share with you some of the things I experienced in 2013, and I can share with you a lot of my thoughts this year.

First of all, in fact, I am particularly obsessed with the stage of China's clothing forum. Because, in the China clothing association to the China clothing forum, I have been absent for the first time since last year. As you can imagine, I hope that the hall of knowledge and wisdom can bring power to each of our costumes, and know what its strength and all its expectations are. Actually, I was still preparing my last draft at two o'clock last night, because my speeches changed every day. Just like our daily screen is refreshing.

First of all, we first broadcast a video from Phoenix to share with you. Then there is a section I was in NetEase. Last year, when I lost contact with the film, a documentary film was taken to see what I might have done last year. Thank you!

(video playback... )

I think in the past 2013, just like the film just now, we can see that there are many, very many changes. I think every one of us will feel that this past 2013 is a very memorable 2013. It is also a wonderful 2013. It is also a thrilling 2013. On this day, from the eighteen to the third plenary session, from anti-corruption to anti luxury, we visited from the chairman and first lady, and China's first national brand was concerned, from apple to Google glasses, from B2C to O2O. Finally, from Cock wire to high, big and upper. This year is an era of self media. Maybe everyone, in fact, our life started with smart phones in 2007. In fact, our world has quietly entered the media era, everyone is the media. The people of the whole country, and the people all over the world, are crazy. That is crazy in this year, we are refreshing their information, every day is refreshing our understanding of the world. It constantly promotes our own cognition of all things, our values. It is also subverting all our inherent systems, as well as our own habits.

In the past, we felt very safe way to make money, or our way of life, we would be subverted by what we did not know at all. We ourselves mistakenly believe that the cheese that we can lie there is taken away by others. In fact, I remember a book I sent to Wang Jun three years ago. This is an incredible era. In fact, in this era, we must go back to whether we are being overturned by others. Can we really give others more value? What is the relationship between us and consumers in a more open mindset? Are we really what they need? If those cock can arbitrarily subvert you, do you have any value?

Like our sky, it's full of fog and haze. We came to the 2014, in fact, the whole industry and the whole market are full of fog. Is that what we should do? In fact, I want to give you a sentence. This sentence may be in Jin Yong's sunflower collection. If you want to succeed, you must first come from the palace. Why do you want to be a palace? Because we have to subvert ourselves first. Otherwise, you will be subverted by all the forces that you seem completely totally unconscious of. In fact, no matter how it changes in this era, as we see fog, everyone has a lot of panic. Whether I go to Europe or come back to the United States, many people are asking, what do we do behind it? Actually, many people think Ma Yun has overturned traditional business and he will not be overturned by others. Then Ma Huateng overturned him, and another horse would subvert Ma Huateng.

In fact, the subversion of all this may mean that we must return to a particularly real phenomenon. In fact, all things change, just like we do today, we must return to the China clothing forum. At this time of year, we come back. When this meeting is over, we have to go back to our posts and have to go home to make clothes. But at this time, the attitude of making clothes is totally different from that of making clothes in the past. You have to find the value that belongs to you, really want to do some clothes that can make others moved, really do a good job of clothes, we have to do some clothes that people really think you deserve. {page_break}

Learn from the enemy with an open mind, learn from your opponents, learn from customers, and really provide the value they need. Luckily, my luck may be better. In the first five years, I prepared a platform that I would like to share with the public, and began to prepare the party. In the past two years in 2012 and two years in 2013, we ushered in 2 million of the guests. In 2013, we won 2 million 500 thousand guests. Especially in 2013, under the impact of electronic commerce and the decline of the whole line, we maintained a two digit growth. I saw the hope of communicating with consumers and saw a real communication mode that could bring consumers a value. In fact, what you may see is just the result. Let's see how many activities we did last year. We did 200 activities in the past two years and made 30 exhibitions. In fact, these activities and exhibitions are public. I want to get an experience from the process of Fang Fang. You have to think for others first. You should not think of what you want first, and what you need to give first, then you may get more.

Back to the ultimate origin of an enterprise, as we do now, the exception is in last year's time, the theme of this year is to return to the original point. Let's go back to the most profound thing we do in clothes, and let's go back to the thing we do the most profound brand, which will not be taken away by others. This is what we must believe in ourselves, our consumers, our creativity, and we believe that we have the ability to cope with this era of upheaval. Of course, the final premise is to let go of the upheaval and embrace all the changes. I think, in the end, you may get a better future than you think. Thank you!

Wang Jun: Thank you Mao for bringing us. Through the feelings of the exception and the side, let us see this year after 2013, and we go out in 2014. I feel deep to myself and go bravely towards the market. Just now, the two presidency chairman talked about some ideas. Chen put forward the positioning and top-level design. Mao told his views on the essence of making clothes. I think China needs these companies that make good clothes. Let's continue to do our brand well. Next, let's review the Chinese market together. Next, let's applause to invite Mr. Tian Suning, chairman and founder partner of China broadband capital industry fund, and applaud Mr. Tian Suning.

Tian Suning: Thank you, Madam President. Thank you!

Just now, the honored guests have said that today's cell phones, every technology innovation today, believe that our lives are inseparable. Let's take a look at the past nouns, mobile communications, wireless networks, cloud computing, big data, like a force, not only changing the technology business, but also changing the lives of each of us. Let me share with you. I think in the past ten years, technological innovation, because of the simple Moore's law, has started four very core forces, enabling technology to extend from a technology dominated field to everyone's life. The four force, the first power, has been talked about. It's mobile communication. Let's take a look at today's mobile phones. Some people say that they have become an independent part of our body organs. Someone has done an investigation. If you lose your cell phone, you will react faster to the phone than you want to find it. We only see a mobile phone today, and we can wear it today. Computing from the past computer room to the present social computing is that every aspect of society has the ability to compute, and data can be obtained through computation. This is a very important force, that is, ubiquitous mobile devices, and become a very important source of power in this society.

The second force is the ubiquitous wireless network that we rely on every day. In the past, the data we received was still very complex. Today, because 3G and 4G have WiFi, each of us, every device can be associated with the background. The third power, as we all know, is a more popular term, cloud computing. Let me explain to you again what cloud computing is. The most important thing in cloud computing is the unprecedented development of computing power. In the past, we calculated in front of the computer. Cloud computing is a large-scale information power plant, which can gather large amounts of computation and store large amounts of data. The change in technology has also undergone a dramatic change in the past ten years. In the past, we had never imagined that we could link millions of servers, and there were dozens of times more computing power than the past supercomputing. The ability of cloud computing to store all our knowledge.

The fourth force, what is all the power for? It solves the problem of big data. I will explain to you what big data is. Today we see the transformation of these four technological forces, the ubiquitous mobile devices, the ubiquitous network and the processing of data. I think the development of these forces and the transformation of the society, the transformation of the core of society, we have been producing in the industrial revolution and consuming energy as the core of the society, and gradually come into the production of knowledge, and the advent of the personalized era. So I think this big change, whether online business, or today's Internet finance, and the Internet of finance, all these four forces are driving.

Our understanding of nature, or our understanding of ourselves, and our understanding of the future of our business are inseparable from our data. Some people say that our knowledge comes from data, data is processed, and information is generated, and information is generated through analysis, and knowledge is once again exchanged and collided to produce wisdom. So the source of our wisdom, the source of judgement, depends on where the data comes from. How much data is there? We have been dealing with simple data since 80s, that is, transactional data. In the past, the birth of computers has changed a lot of businesses and produced chain stores. What is it? It records the transactional data. But most of the composition of the world is not transactional data, and more of our data are non structural data. Our emotions, we read an article, we published a variety of content, these data is no structure. The greatness of the Internet is through social networks, such as micro-blog and WeChat, from transactional data to alternating data.

For example, transactional data recorded an event that the plane flew from Beijing to Shanghai. But in the exchange data, you can see that you have come to Beijing to participate in our China clothing forum. What feelings do I have in the course of my forum? I can communicate with you online. In the past ten years or so, a new data type has been generated in the past years, and the data type is called AC data. The generation of this type of data enables us to understand ourselves better. Its record is a description of your whole behavior.

In the past three years or so, we have discovered another very important data. We call observational data. What is Google eyeglasses? If Google's search is to tell you that behavior is an exchange type behavior, while Google glasses always see what you see, what is the source of this data? It is a continuous, continuous, very objective data, which we call monitoring data. The four force deals with three new sources of data. Because our knowledge of the world is only related to transactional data, and the communication data and observational data have not been designed for the past hundred years.

The emergence and synthesis of these three kinds of data, our human understanding of nature, and the abundance of data are unprecedented. Let's talk about a metaphor. If in the past computer era, transaction data, the observable data is unpredictable, but the real world needs line type things, and also needs non linear things. Just like our left brain and right brain, we can only understand the world, understand ourselves and predict the future when we have enough data sources and large data sources. So I think that because of the emergence of these three data types and the emergence of four kinds of technical forces, the whole human society is entering a new era.

There has never been such a technological force as today's future that makes this machine, we create such a machine, able to record the world more powerful than our human brain. Our past prediction of the future is based on the prediction of causality. Today, due to the generation of large amounts of data, we can not only know the future more profoundly, but also more importantly, we can understand your needs in a personalized way. I think in the future, there will be great changes in the calculation of the enterprise. In the office conditions, with all kinds of Microsoft interface, e-mail system, all the calculation of the enterprise, the past is simple, the purpose is the business process problem, but the core of the enterprise, in the past, the computer has not been well solved. Now, the key is to know where my customers are, can I design personalized products for my customers?

Therefore, our most critical competitiveness, product design and marketing is a very crude method. Advertising, I don't know what the effect of advertising is. Is my product really related to customers? When envisaging future enterprises, I can not only understand the sales volume of the store, who sold it, what color they sell, but also how long it has been sold, how long my product has been used, and what kind of scene it is using can be recorded. I think at this time enterprise data, this enterprise brings a kind of intelligence quotient. {page_break}

I was thinking, in the era of big data, our enterprises, like people, do not have much IQ, which is a reactive type. In the era of big data, if every enterprise applies mobile communication well, it may be a cell phone, maybe a bracelet, or a dress that can transmit these data all the time. Our enterprises later have the ability of storing and computing big data. I think in the future era, enterprises will start to have IQ and IQ of enterprises. This intelligence quotient is your second brain. It can help you understand your customers, discover your customers' needs, and establish a long-term relationship between you and your customers. We see that this new type of enterprise is coming. As an investor in technology, I see unprecedented technological opportunities. And what will happen at the end of this transformation? The whole enterprise knows its own knowledge and the customer has never seen an unprecedented step.

I would like to share with you from a historical point of view. If we use the analogy of the industrial revolution, the industrial revolution will keep us physically stretched, but the technological revolution will extend our wisdom. 120 years ago, the invention of electric power, the emergence of petro chemical industry, the transportation network, the telegraph network, the emergence of automobiles, aircraft and transportation tools appeared. These four tools came to mankind at the greatest time of the industrial revolution, from our agricultural civilization to industrial civilization, the most brilliant course in human history. Our mobile phones are very much like industrial revolution cars or mobile phones. Cars and airplanes have brought us to an impossible distance, and mobile phones have brought us to mental hospitals. Big data is very much like the petrochemical industry. Our power in the past is very much like today's cloud computing.

So I share this with you and start a great revolution in the competition of enterprises, the form of organization of enterprises. And this change has just begun. Thank you!

Wang Jun: Thank you, Mr. Tian Suning. Next, we applaud you to speak to Mr. Chen Yonggang, global director of McKinsey and global director. Yes, please, Mr. Chen.

Chen Yonggang: Thank you. I feel very honored to come to this conference. There is a saying that the west is more popular. It is the only thing we learn from history. We never learn anything from history. We never remember the lessons and lessons of history. Today I share with you some of the trends in China's economy and the Internet age. What kind of development trend may there be? This trend is more based on the changes that have taken place in other countries or in the earlier period of China's history. I try to learn something from the historical changes.

What is the core of this change? First, I would like to say that we are now facing a very serious macroeconomic situation. One is to stimulate consumption, the other is to push consumption up. Now, especially when public funds are suppressed, because I am more involved in the discussion of retail enterprises, I can say that there is a lot of sadness in the retail business. But garment enterprises are also facing great challenges. Let's look at the situation in Japan. Because of investment, he is not as high as China's investment, so the proportion of his consumption in the whole GDP is very low. Japan accounts for more GDP50%. After 90%, the proportion has increased, but the household savings rate has a very obvious decline from 20% to 2%-3%. So we can learn something from the middle of history. In Japan, on the one hand, the economy faces great challenges. After 90s, Japanese mainstream consumers began to become a generation after World War II, especially after the 60s and 70s Tokyo Olympic Games. Those people, born under their red flag, grow in honeypot. This generation is more confident. From the accumulation of wealth, many parents buy their house for them. Many people live with their parents, so the psychology of consumers is quite different.

Therefore, after the second generation of Tokyo Olympic Games, they become mainstream consumers, and their attitude towards consumption is actually quite different from psychology. It is different from the previous generation of Tokyo Olympic Games. China now has second sets of reform and opening up, and gradually become the main trend of consumption. In 90s, 1985, after 1990, the consumption concept is different. I was born in 70s. In the first ten years of my life, I didn't eat much meat. So for the people born in 70s and those born in 90s, the consumption concept must be different. So we are the stage of consumption. At the same time, we feel that we are the stage of mainstream consumption in the future. In the long run, China will show the situation in other countries and any society in history. We will see that consumption has a better formula.

For enterprises, what does the future mean? We look at the history of the development of consumer enterprises in the United States in the past. In the United States, it also experienced an annual growth of 10%-20%. In the developed countries, the growth of enterprises is very slow. The United States grew by 12% every year from 1967 to 1985. This is a very fast growth rate. By the following period, during the period of change and growth, their growth rate was obviously slowed down, from double-digit to single digit growth. But as he goes back, he has a very positive development in the change of profits. Therefore, we also feel that in the difficult period of macroeconomic or our entire transformation period, it also indicates the beginning of the whole business sector and optimizing the growth and development period. So moving forward, our material base may be more transformed into the quality of enterprise operation and the level of enterprise operation instead of the growth rate of enterprises. But we believe that there is still room for the valuation of Chinese enterprises. At present, our market is still very fragmented, and the prospect of integration is still very good. {page_break}

Then we still want to talk about high technology, though I have no high-tech background. Internet thinking, many people think that the Internet is wrong thinking, in fact, Internet thinking is very important. Internet thinking is related to the market we are facing now, and how consumers relate to them. This is what I told them when I was discussing with Internet companies. Internet, we can say it is four modernizations, value transparency, time fragmentation, demand individuation, emotional association.

First, we feel that the most important thing in the Internet is the process of value transparency. Because there are so many new technologies in the Internet, how can we view the impact of this technology as a traditional enterprise under the new technology? I have a very good analogy. In traditional enterprises or traditional markets, the PC in front of me, a small screen, can be seen only by me at the moment. Then the Internet is a projector, magnifying the PC on many screens. But in the final analysis, the content of the projection is invariable. It puts the content you see and the contents of the small scope into the whole society, but the content itself is unchanged. Including us doing a lot of consumer surveys, we feel that everyone is talking about online and offline, how much online and how much offline it is. This is an idea of self intoxication from the enterprise. For consumers, consumers are not very concerned about whether you are above or below the line.

When consumers buy things, they are more of a value pursuit. So we think this is very important for all our enterprises to consider the starting point of the Internet. The content of the projection has not changed, and the small range of communication has become a broader market. So it has strengthened the appeal of value sense to a greater extent. In fact, many enterprises, the original sense of value is not strong, many enterprises in history, especially many retail enterprises, in the final analysis, a lot of value is caused by the natural monopoly of the site. Then the value of natural monopoly is not sustainable value, so we feel that the most important point of the Internet is to force every enterprise to consider more urgently what kind of value do I give consumers.

Then, second, time is broken. We think that for many entities of enterprises, including our clothing enterprises, in fact, is a very good development trend. So what is the meaning of this time fragmentation? When in PC e-commerce, for example, Taobao, Alibaba, I will basically stay there for half an hour to an hour, and I see a lot of goods. I originally wanted to buy a sheet, and suddenly saw the trash bin nearby was good, and I bought two trash cans. That's why many people go to the platform, because once the platform is built, he creates the surplus value of the flow. But in fact, some changes have taken place now. This change is the same as what we see online.

Ten years ago, everyone went to the hypermarket, basically an hour to two hours, but now in the first and second tier cities, when consumers enter a shopping mall, they buy things they want, and come out immediately, because his life has become very rich, and shopping is not his main way of life. Now, when you enter a shopping website, you will be waiting for a long time. Now, when you enter a shopping website, because he is waiting for a car, or at other times, you can do this action at the time of debris, so his purpose is stronger. So in such a situation, there are very strong professional value of such websites, shopping websites, in fact, the attractiveness of the consumer will exceed our historical platform website. It's not that platform based websites don't exist, but they want to have a professional and concise shopping experience.

So third, I believe that our clothing enterprises talk about more, personalized demand, then this, our front desk, backstage two aspects. Front desk, from a clothing enterprise, the future may not just sell clothes. As our guest today has talked about, it is more of an attitude towards life. If the brand cost of living attitude is high in history, the cost of the Internet will be reduced if technology is used. Therefore, in the context of demand individualization, clothing companies should position themselves as fashion and dress managers instead of retailers. {page_break}

When we talk about personalization, we inevitably talk about how I can be low cost or relatively low cost to achieve individuation. So the backstage must cooperate with the front desk, so the establishment of the flexible supply chain is very important to the establishment of the flexible supply chain for most brands. This is a traditional Chinese enterprise rather neglected, although we are a big producer of clothing, but unfortunately, most of our enterprises are not doing well in the flexible supply chain. So the importance of this work is very high. Next, let's talk about the mass organization of emotions. In fact, if retail was a place to distribute, the location was king and the channel was king. Going forward, more importantly, how to infiltrate a consumer's emotional occasion and print our business onto the emotional occasion of consumers. Therefore, the "four modernizations" and the transparency of value are the most fundamental. The fragmentation of time is a very important trend to move forward after mobile morning development. Demand individuation should promote us to consider the establishment of business backstage system, emotional association, and push us to consider the whole development strategy from store to digital communication, and how to connect closely with consumers.

To sum up, we feel that this market change really is that we have to go back to the origin, so we put forward a comparison of consumer demand as an outline. As the old saying goes, "every month," after 70 months, friends know that this is what our country used to say. As a very simple entrepreneur, our fashion enterprises do things very plainly, but the feeling of fashion is not necessarily very simple. But as an entrepreneur, how to consider the complicated situation and find the nature of change in all the changes? We should pay attention to changes, but do not follow the changes, or do not be led by changes in the nose. Instead, we should combine the core competitive advantages of enterprises or our competitive core competencies with the Internet. Finally, we will be able to keep up with the changes. It is urgent, but not impetuous, to take our enterprises to a new era of Internet development. Thank you!

Wang Jun: Thank you, Mr. Chen Yonggang. Just now he talked about not being so anxious to do his own business, regardless of online or offline, consumer choice is value. In the era of Internet and big data, values are constantly changing. But how can we make our brand the first choice among consumers in many market competitions? Become a valuable brand. Next, I would like to invite Mr. Xie Weishan, a partner of Trout company in China, to share his wisdom with Mr. Xie Weishan.

Xie Weishan: I am very pleased to be able to come to the China clothing forum to share my position in this field. So I just agree with Mr. Chen Yonggang's theme just now, that is to change everything. But the world is indeed changing. Just now, Mr. Tian Suning said that the industrial revolution, the Internet technology, and the changes in the major technologies did make our entire entrepreneurs in a complicated way. So how can we find such a root in this change? In fact, I think the wisdom of our ancient Chinese people, like Zhouyi and Zhouyi, is actually found unchanged in transformation. This is easy, one is compiled meaning, the other is invariable meaning. So finding constant in change is an important point for an enterprise.

Positioning is usually very different from the positioning of entrepreneurs. We usually regard positioning as a concept of physics, such as which product I decide, which price I set, which market do I set? Actually, this is different from the theory of positioning. Mr. Trout, who invented the theory of location, is telling us from a completely new perspective how to find a motionless point. What is this immovable point? Actually, it is our consumer. All things are changing, but human nature is the same. So positioning is actually from the perspective of customers to see the enterprise, from the perspective of human nature to determine the future of the enterprise. So it is more psychological than the concept of force. Therefore, we need to know that it takes the theory of psychological discipline as the basis of its discipline, and integrates psychology into marketing and into the field of strategy. Our position, all the management tools, in fact, the application of psychology is very few. So what are all the tools of management now? For example, the clothing industry, we are talking about design, fabric, logistics, talent, regiment, and even after the Internet comes out, how do we add the Internet? There are three ways to solve this problem. First, everything we do is just a process. If you don't have customers to pay, everything is cost. So the positioning is that our existing tools are perfecting a process, but we have not grasped the result. This is the first difference.

The second difference is that all our efforts can be done equally by your opponent. If you use this color, you can use this type of plate to copy others, so it can be duplicated. So you master customers, customers can not be copied, this is the second difference. The third difference is that all our efforts at present are very difficult and hard to sustain. It is changing. So a new technology comes to you. You are like Ma Yun. You will be overthrown by Ma Huateng. Ma Huateng may be overthrown by others later. Human nature is very difficult to change, we learned psychology, we know that psychology of human psychology is actually very stubborn, so once you set it on this thing, it is very difficult to change.

For example, in 2012, in the history of consumer goods in China, there was a unique marketing case that never happened in the world. It's the company that has spent 17 years and 30 billion to build the brand. Wang Laoji's brand has been taken back. Such a strong brand, it is China's first brand, worth 100 billion. This brand became a rival of JDB organization overnight. While the brand of JDB is unknown, nobody knows how to locate consumers. Well, after two years of hard work, we can see that the market share of GDB is as high as 65%, so the battle between GDB and Wong Lo Kat has been finished, so whoever can hold the customer will win the competition. We have no need to make any adjustments in the enterprise side to grasp the customers, so Confucius has a saying that one word can prosper the state and one word can kill the state. Today, we bring you into a brand new field. How to make the brand the first choice for customers? This topic is a field that has never been touched by the tools of management before. So I'll take you to feel it. {page_break}

First of all, I want to give you a question. The brand of Chinese sportswear has come to a low level two years ago after a round of climax. Then, in 2013, the actual aftermath was not extinguished, and in 2013, on the basis of closing 5000 homes the year before last, there were 2000 more last year. Did they design problems? Is there any problem with the management team? Or is their advertising less? You will find that they are not. What's wrong with it? It's related to today's positioning. They are not positioning themselves well. So in such cases, they will suddenly appear this kind of suspension. Why is there a stop? How can customers choose the brand? Let's take a look at an example outside the industry to see how to change customers.

For example, we may all buy cars. Let's see what the car brand is to attract you. If I give you a choice, I believe that different people will be different when buying a car. Men, women, old, few, extroverted, introverted, have different choices. If we need to buy a good car, what kind of car will we buy? We will buy BMW. If we say a good car, which car will we buy? If we all feel that life is more important than anything, what kind of car will we buy? Yes, we will buy Volvo. Because Volvo represents safety in our brains. But in fact, let's see if this is the case. The United States has a crash data, BMW ranked first, Audi ranked second, Infiniti third.

Let's look at another data, which will directly affect the premium rate of our premium. This data is the most reliable. The first place was Mercedes Benz E department, second BMW 7, earthquake name, Lexus, fourth Mercedes Benz C, and fifth Volvo. In this case, we encounter a very crucial problem. Is the customer's feeling more important, or is our product more important? Which one is more important, so we have come to the conclusion that the customer's feeling is more important than the product. In fact, we do not have specific methods, systematic tools, and no theoretical knowledge about how to manipulate customers' feelings. If we do not learn the theory of location, I have read all the works of theoretical studies, and no one book can help you. The brand of JDB is also the brand we have been coaching for more than 10 years. He has been building his own unique seedling for more than 10 years because of his unique positioning.

Here today, I talk about why the Chinese sportswear brand has "shut shop tide". If we buy the brand of sportswear, which brand will we buy? I believe that two of the brands will come out in your head, Nike and Adi, so if Anta, XTEP, 361 and so on are domestic brands, if we can not re define Nike and Adi at the cognitive end of our customers, our national brand will never die. JDB is redefining Wang Laoji in our brain. So what is positioning? Positioning is determining the position of the opponent and deciding your position. This is called positioning. Therefore, there is no first, there are second. Positioning itself does not have sea Huai, positioning is like stone scissors cloth, no good or bad points. What do you want to see from your opponent? Your opponent has scissors and your fist is good. So what is Mr. Trout's classic interpretation of positioning? He says that the essence of business competition is not product competition, but competition of cognition. That is, you have to compete for the feeling of customers, take everything as the core, so that you can expand your design and develop your style.

So how to attract customers? Here is a very small tool for us. We must occupy the mind with one word. When a customer thinks of this product, he should think of your brand immediately. For example, sports brand, we will think of Nike and Adi, this is the word to occupy the brain. For example, air conditioning and microwave oven, which brand do we think of? We will go to GREE. This is what an enterprise needs to do. You have to do it. Next, we will think of Head and Shoulders, we will think of dandruff. No matter how much money our company has made, all your money is called pocket money for the value of your brand. For example, when the auspicious razor blade occupied the resource of razor in our brain, how valuable was the enterprise? In 2005, P & G bought Geely and gave it $57 billion, so the money earned on the auspicious razor blade was not important, it was all pocket money. So the business is going to grab your brand. Let's take a look at Japan's decline as a once big country. In fact, Japan has a problem with its brand building. SONY, for example, is the same way to build their brand. But in Japan, there is a very different company, Nintendo. Let's look at their differences.

Over the past ten years, SONY's net profit is higher than Nintendo's. We look at the past three years, SONY every year is a huge loss, Nintendo every year is profitable. How do businesses achieve sustainable development? You have to connect the minds of customers. Back to the ancient wisdom of our Chinese people, what is the most simple way to win the hearts of the people? So every entrepreneur has to think about a question after he goes back. What words do I occupy in the eyes of the customers? This problem does not think clearly, and the competitiveness of our enterprises is very difficult to sustain. Our brand is a flash in the pan. We look at an old brand, Burberry, their development has been twists and turns, we see his strategy transformation, is its fixed sea god needle is not moved. The enterprise set the sea god needle but once it moved, it immediately had problems. Let's take a look. Burberry's competitors, Babori's competitors, one is LV, the other is PPR. The two groups are much larger than Burberry, LV is 12 times that of PPR, and PPR is 16 times that of it. In the year of 2006, the luxury goods in the world are growing rapidly. We see that LV grows 30%. We see Burberry, its growth is only 2%, so it is much smaller than its competitors.

First of all, his strategy is to do everything. Burberry's main product is windbreaker, but it contains a lot of products, different styles of franchised stores, dealers are brand empowerers, so the brand businesses are different. So he didn't realize his position in the consumer's mind, which made his operation flat and began to do everything, so the situation appeared before. 2006 was an unusual year for Burberry, because it was the 150th anniversary celebration, but this celebration was very bad. For a 150 year enterprise, it can not get a reasonable growth. This year, they ushered in their new CEO, Angela A Lun, unswervingly told Burberry, making windbreaker is very difficult. She made a lot of adjustments. First of all, we see that in 2011, it is the fourth fastest growing brand in the world. We look at its financial indicators. In 2012, luxury goods met with a cold spell, but Burberry grew against the trend. She is currently employed by CEO, the world's largest company, Apple Corp. What is strategy? Are we capable of changing everything? Are we changing the direction of the business because of the needs of our customers? So we find that the angle of view of our business will be totally different.

If you want to know more about the positioning theory, you can also see Sun Tzu's art of war. So in today's such a competitive competition, as a clothing brand, when we are in any walking street, in any department store, our competitors are all jostling with each other, and when they are all guns and guns, how can we really win? We can get the customers, and the competitors will be dealt with by you. So, if you go to a discount, engage in sales promotion, compare with membership system, do group purchase, do not catch the main points. What are the main points? Let's sum up today's knowledge. The two point is that the essence of business competition is not the competition of products, but the competition of customers' cognition. We need to do that. OK, thanks for sharing. Thank you!

Wang Jun: Thank you again, Mr. Xie Weishan. Next, we applauded the mint glutinous rice onion, Chinese designer shop investor, and MS. Hong Huang, publisher of I LOOK magazine. Mrs. Hong Huang, applause please!

Hong Huang: Thank you for the organizers of the conference. Thank you for your leadership. I am very honored to share with you some small stories here today. After talking about the brand building for a long time, I seem to be a bit of a celebrity, but my brand building consciousness is very poor. So people often ask, how can I introduce you? Are you a magazine or a boss or something? Actually, I always write for myself. It's telling stories. So I came here today and nothing else to tell you three little stories. But it all helps me to be very enlightened about brand building.

In the first story, on the plane to Paris, I met the manager of a public relations company, the president of a famous foreign public relations company. After I saw him, I asked him how he was doing business. He said, "business is bad. Our income has been a problem for a while, but it is much better now." I said, where did you turn? He said, there are many large companies in your industry that have begun to hire us to do brand building and brand positioning for them. Then I was a little surprised. I said, are you not a public relations company? How can you do such a thing? He said it doesn't matter, because we have done it for foreign companies, so we can make arrangements everywhere to make up all the income from luxuries. Then I suddenly realized that the boss in my industry is spending a lot of money to invite foreign public relations companies to help them build brands, or to help their brands find a new location.

I didn't say much after listening to it, but today, because I may have some brand owners here, my personal concept and brand establishment may not be a matter of public relations companies, but should be done by the boss himself. This is a must be rational and emotional, IQ and EQ together, must have a little passion, a little sense, a little market analysis, product positioning, but more is his own statement. So, I want to tell you two other stories. {page_break}

Recently, some of you may know that some people do not know that Hermes is going to open a big flagship store in Shanghai. Then I am very fortunate to be invited to Paris to interview Hermes CEO. He was 43 years old, his last nephew of CEO. This family company, if brand building is concerned, I think this family company can really do very well. Then I would like to share with you my interview with him. So when I interviewed him, I asked him about his brand building. He said, first of all, we never used consultants, very few.

He said, because of this set of us, as family businesses, it is difficult for us to explain to others. Because everyone will use all kinds of data analysis to tell us that these practices are wrong. After listening to it for a long time, we ourselves feel depressed. We simply don't invite it, and spend a lot of money to save it. As long as we know what we are doing, we can do it. Second, the internal structure of his company did not have a marketing department. I did not believe it after hearing it. I said, "which department did we invite?" he said these are communication experts. They are subpoenaed. They tell us how to convey what we want to convey to consumers in the most popular, easiest and most emotional way. They are not market participants.

Then I asked him a question that should not be asked at the time, but I still have to ask. I say that you sell bags of hunger sales, this sales policy is very successful, he looked at me for a long time, he said, Harvard Business School, also take them as a case of hunger sales. He said, "I tell you, you don't believe it. You all think that we actually have a warehouse bag waiting there, but I just don't let it go. I just want you to line up." He, the story of this bag, is actually what we say. But you may have become a legend. He told me that I told you a data that the bag came out in 1981. After the package came out, it sold 10 on our shelves, and it was sold in 1985, and it was closed in 1985.

At that time, because the bag was designed by my uncle himself, he was not willing to take the good product off the shelf, so he left the bag on top. Then, at last, the bag was on fire, which was not a very good plan. This is a kind of persistence. This is what we think we are particularly fond of. Although we have not yet been recognized by consumers, we feel proud of ourselves and feel good about it. We should insist that we should put it on that cupboard. Because all the retail outlets are now talking about SKU, they are talking about the sale of square meters. This package will sell less than 10 in one year, and in 5 years' time, it should be a bag in any retailing place.

He said, I know business, I know, but I am a family business, so I love how to do it. So this is an advantage of family businesses. I can persist in something that can not be persisted if it is entirely a public company. He said, this is why I, my whole family, need to make such a great effort to protect the family business. After listening to what he said, I believed him very much. For example, if you do not have a marketing department, how do you plan your market? He said, "every time we are a dedication, we are going to launch a product. So what is the good of this product? What is its value? What is it like? We have a group of people who want to locate this first."

But then there is no promotion. Because I am a media person, I know that you want to be a media. In China, especially our small magazines, local magazines are still alive, because they are all big foreign magazines. Like our small magazines, it becomes a big brand to grab the position, who wants the first position, second to third positions, forcing you to get it out, I want to cover your cover. Anyway, we are often confused by customers. In the end, I sometimes have to say that I should give up my interests. I remember once there was a client who was one of the big groups. In 2006, we did not make these big international brands. We focused our attention on Chinese design and Chinese fashion designers.

When we made this choice in 2006, all our customers ran away, the first one was cosmetic clients, and at that time we lost half of our revenue. Then, I felt that it could not be done. Then, after that, we went a lot. Like LV, PPR, there were only three left in the end, and we were invested in Chanel. One was Hermes and the other was Prada. They say that creativity is something in our DNA. If your little magazine has given up such a big market to think about China's creativity, then we will support you. If you fail in two years, this is not much money. So we basically have three years, we rely entirely on support from three enterprises.

I have just heard about the story of Hermes, and I have never heard such a story in the Chinese brand, so I have been wondering, what can I learn from the brand in China? But recently, I am very happy because I am not yet 30 years old with a designer, her brand is Fei Ketu. She is not the same as any other designer I know. She and her husband and her husband make men's clothing lines called Zhengyi (young), who do public service every week, or have a weekend every Sunday, and have a Sunday to do public service. She told me that my clothing brand is about dedication, and about giving people warmth, these two words are crucial to me. But I haven't figured it out yet. How can I express it in a costume? But I have to do it. I want to express these two words every single season, this simplicity, dedication and warmth.

This gives me a lot of hope for the next generation, because I think this is the birth of a brand. This is a designer with special brand awareness. She combined the platform with her life. She did not invite a public relations company. She could not invite a public relations company to plan her brand according to the market. I want to say that the building of this brand, your boss, may have something to do with what you think in your mind. It has nothing to do with a public relations company. He can help you carry out it, but he can't help you think. I see that some young designers in China will come up with some excellent brands. Thank you!

Wang Jun: Thank you, Mr. Hong Huang. With a very short story, she wants to use this story to express her soul of brand building and the origin of brand. Just now, these experts, who are very experienced in business and economics, or even in business theory, are talking about business data, talking about big data and talking about Internet thinking. She is still talking about building brand from such an angle. I think this is not the same thing, it is also indispensable for Chinese clothing. Thanks again for sharing with Professor Hong Huang. {page_break}

Well, this morning, we hope from different angles, from various angles, from the perspective of changes in this era, society, people's cognition, economy, technology, data and culture, we can give you a good feeling and a look at the changes in the Chinese market, so as to polish our eyes and judge what the real Chinese market should be, so as to facilitate a comprehensive and in-depth overview of China's market and consumption changes in these two days. Next, I applauded Mr. Du Yuzhou, honorary president of China Textile Industry Federation and honorary president of China clothing association.

Du Yuzhou: This is the nineteenth forum. This forum also records a process of upgrading China's garment industry. In contemporary China, therefore, we have summed up the establishment of a beautiful, strong, democratic, civilized and harmonious socialist country called "beautiful China". So, our clothing industry, clothing production, clothing consumption, clothing market, has become a beautiful landscape construction of beautiful China. And the development of supporting this scenic line is the rise and growth of China's own brand, clothing brand and fashion designer brand. This is the main vitality and driving force for the development of China's garment industry.

I would like to talk about my own feelings in today's keynote speech. I want to talk about brand building and consumption orientation. In other words, industrial upgrading and consumption orientation. Because the brand has already symbolized us, marking a more concentrated expression of our industrial upgrading. It is also the most concentrated requirement of the Chinese public's hope for our industry. When will China's brand go to the world?

After the new century, China's brand development is very fast. The information provided by the annual speaker and the train of thought provided also show that the demand in the growth process of our industry is constantly improving. As for this topic, I would like to first tell you that there are several big figures in the industry to reflect the development of the whole fiber industry from the perspective of clothing. Because clothing we call it a leading industry, whether domestic or export, through clothing to show international competitiveness.

In 2000, the total amount of fiber processing in China's textile industry was 13 million 600 thousand tons, which accounted for 25% of the world's total processing. In 2005, it was 25 million 900 thousand tons, accounting for 38.64% of the world's total. In 2010, at the end of 11th Five-Year, we were 41 million 300 thousand tons, accounting for 21% of the world's total. Our total processing capacity is 48 million 500 thousand tons, which accounts for about 55% of the world's total. In the past 13 years, the total amount of fiber processing in China has been expanding in the world. In 2000 -2013, the world's total processing volume increased by 33 million 830 thousand tons, and China's processing increased by 3490 tons. That is to say, after deducting China's growth, the world dropped by about 1000000 tons, that is, fiber processing outside China was declining. Well, I think our brand forum will illustrate another problem. Unlike some people in the society, China's labor force is cheap, so we have done so much more than primary processing and low level processing. It is also a basis for us to improve. In fact, this is a misunderstanding.

I'll give you another number. In 2000, exports of textiles and clothing amounted to 53 billion US dollars, accounting for 17% of the world's total exports. In 2005, 117 billion 500 million US dollars accounted for 24% of world exports. In 2010, our total exports amounted to US $212 billion, accounting for 34.28% of the world's total exports. In 2013, exports amounted to US $292 billion. Because the world has not yet come out, we can only say that in 2012, 2012 was 262 billion 500 million dollars, accounting for 35% of the world. So, the clothing and clothing exports here, which accounted for 18.2% of the world in 2000, accounted for 26.72012 years in the world in 2005, accounting for 37.76% of the world. Our share is growing all the time. If we do not improve, can we sustain this growth?

Then give a figure, we will use above scale clothing enterprises, clothing enterprises above Designated Size, before 2000, the daily sales of more than 5 million, after 2011, our scale up to 20 million sales. In 2000, our enterprises accounted for more than 33.25% of the total sales value of the total export volume, accounting for 1/3 of the total sales volume of the total textile and apparel industry. The total output value of garments was 58.46% of the total sales value of garments exported in 2000, and the clothing was still dominated by processing, accounting for 58%. By the end of last 2013, the proportion of clothing exports accounted for over 58.26 of our sales volume dropped from 26% to fully reflect domestic sales. This is achieved when our clothing exports continue to grow. It is not that we have exported.

Then the export itself changes, we say that after the 2008 financial crisis, in 2013, compared with 2008, the export volume of our clothing increased by 48.5%, that is, in the first three years of 12th Five-Year, this is also five years, and 2008 is just after the financial crisis. So the number increased by only 6%. The increase is mainly about money. This also shows that our value increase is the main thing. If the ratio is 2012, then the number is down by 2.2% and the amount is 33%, so in 2013, we have increased in volume, and this amount has increased. This reflects the international competitiveness of China's clothing industry. So the total export volume of Enterprises above Designated Size accounts for less than half of the total export volume of the whole industry. Mainly export enterprises under the scale. The above scale brand enterprises are mainly domestic sales.

Then, the competitiveness of China's garment industry is inseparable from the progress of our entire industrial chain. When we talk about clothes, I design, my brand advertising, my store is doing well, and the business model is doing well. This is a fact. But without China's textile industry chain and the progress of the supply chain, we all use imported fabrics to meet the higher demands of consumers both at home and abroad. Let me talk about the textile industry. From textile yarns to fabric knitted fabrics, we also take export proportion. For the above scale enterprises, the textile industry accounted for less than 1/3 of exports in 2000. By 2013, the proportion of exports had dropped to 11.2%. In recent years, the growth rate of textile export has gradually accelerated in recent ten years. Because we have some clothing transferred to Vietnam and Kampuchea, that is, all the added value is relatively low. But our fabric is sold, and we need to use Chinese fabrics.

Finally, with one figure, investment in our industry will accommodate employment. In 2000, one hundred million of total assets held 754 jobs, and in the 120 year, one hundred million of the investment had dropped to 275. From the sales revenue per capita, 2012, the whole industry was 568000 yuan, of which the textile industry was 650 thousand yuan, the clothing was 380 thousand yuan, and the chemical fiber was 1 million 50 thousand yuan. Therefore, chemical fiber will reflect the intensity of our industry. It is a manifestation of human transformation of nature and solving the problem of dressing. The clothing of the whole world is also meeting the needs of human clothing through the growth of chemical fibers and chemical fibers. At present, the proportion of chemical fiber in China is higher than that in the world. China exports so much that it is inseparable from the development of our chemical fiber. China's chemical fiber, from 2000 to 1360 tons, is the total fiber and chemical fiber is 6 million 940 thousand tons. Last year, we reached 39 million 900 thousand tons, an increase of 4.75 times. Compared with the world's output increase, the world's chemical fiber production has dropped by 43.67%, China is a large country of chemical fiber, now accounts for 60% of the world's longitudinal, such as theory has accounted for about 70%.

Why is this so? Because we have technological progress, large capacity, low cost, and new technology. Therefore, a large number of women's clothing is made of chemical fiber. These are the prerequisites for our beautiful landscape. Behind it is China's clothing and textile industry, that is to say, the upgrading of the fiber industry is not only expanding but also upgrading. Now, at this time of our forum, we were the tenth year of the year award, showing that the Chinese brand has been on the road for ten years. China has not only received the attention of the international market, but also the brand of China and the potential of Chinese enterprises. So there are more and more partners in China's enterprises. Now, we have encountered a new starting point, that is, after the eighteen big industries, our industrial upgrading has to be speeded up. The industrial upgrading of China's textile industry began in 2000. That is, we formally announced that we should build a strong textile power from a large textile country. In 1997, we once mentioned that the clothing industry should take the famous brand strategy. At the beginning of 11th Five-Year, we put forward the two contribution rates of brand, science and technology, the contribution rate of brand and the contribution rate of science and technology. At the time of "12th Five-Year", we formally identified the goal of a powerful country as a powerful textile and technological power, a strong textile brand, and a strong textile power. Textile talents are strong in these four areas. This work is now under way. {page_break}

In these fields, I think our brand building is a combination of technology and talent. So the brand I mentioned today is special about the promotion of brand development. Now we need to re understand the relationship between production and consumption, brand building and consumption orientation. In the past, we often talked about market orientation, yes, but the market does not mean that you have mastered the consumer. We often follow the wrong way. That is to say, the market predicted by others in the first year is produced in that year. After we have seen it, we should follow it. This market orientation, we are lagging behind. Because we have not grasped that the root of market orientation is consumption orientation, that is to say, we do not predict and produce products after others' predictions. Here, I want to talk about four small points.

The first is that we really need to re build this brand from the metaphysics to the essence of industry, the relationship between production and consumption, and clothing as a product of human civilization. It is a direct manifestation of material and cultural life in the age of mankind, and can be seen through clothing. It is also an important symbol of productivity in this era. Now, the construction of our beautiful China has brought tremendous opportunities for the development of China's garment industry, and has also brought unprecedented impetus to industrial upgrading. This provincial level also includes the driving force of our brand building. It is self-evident that production is the object of consumption and the way of consumption is the driving force of consumption. This is what our brand enterprises consider every day. However, we should not regard production as the starting point and consumption as the focal point. If we understand this way, we will have problems. Consumption is also directly produced. Consumption creates the purpose and power of production. Consumption provides the internal and imagined objects for production. As we said last time, your brand, consumers like, must be the prince charming in the eyes of consumers, but consumers can not draw a picture of what this prince charming is like.

Because consumption causes certain demands on producers, the quality formed initially in production behavior has reached the perfect degree through repeated demands, so it can be said that consumption creates producers. The so-called repeat purchase, your brand does not repeat the purchase, consumers do not like to buy, buy once finished, then the brand is also marginalized, you will disappear. Therefore, because of the continuous demand of consumers, the quality of producers has been improved from the beginning to the perfect degree, that is to say, our brands have certain vitality.

It can be said that consumption creates producers, production also creates consumers, and creates consumers in two senses. First, the reproduction of nature is the same as life. Second, the elements of consumption and production materials can produce garments. Then the production through three links, first, the clothing you produce to the consumer, second, the consumer has the perception to the clothing, can produce the power to the clothing, is he needs not to need, the demand. Third, you produce, so there is perception, because you gave the producers a mode of production, that is to say, we produce not only things, second is consumption, and third is the driving force of production consumption. Therefore, we now have two tendencies, one is the consumption pull, the most important is the consumption pull, the consumption can not pull. Now the market is not so fast rising, it is not the market consumption can not be? In fact, reflect on our own, our understanding of consumption, the consumption of mining, consumption to provide the production is an internal, subjective situation of the image. And production to consumption is external, objective material that has left consumers. In this case, we have to solve one problem: how to decipher the needs of consumers into production design. The relationship between production and consumption is interdependent and interrelated. How can we create consumption? Our production has mastered many skills, modern technology and good design talent, but you can't find the things inside the consumer, you are still blind, follow, or even misled by social psychology and social trend of thought.

There is a distance between your internal needs and social psychology, so we need to find the needs of consumer psychology. So it must be individuality, so that we need to design both the representatives of production and the representatives of consumption. If you want to represent consumers, not consumers or individuals, it is difficult for you to grasp individual groups, rather than analyzing individuals from group households. Therefore, a consumer's brand to him admires that people's temperament can be read, and only those who are right can persist in it and cherish it. What is temperament? Temperament is the product of human history, an epochal thing of human history and culture. At the same time, the quality of living environment determines his temperament. His banner is absolutely his choice of clothes and aesthetics. Then we can not just start from the form of creativity.

This brings me to the second question. Why is it the best practice for Chinese brand development? Motivation is demand driven by consumers' consumption and consumption. We do not talk about other economics, employment rate, income growth, these are very important, especially urbanization, for our consumption promotion is particularly large. I think, in this beautiful China, I want to talk about three sides. That is, the relationship between man and nature, the relationship between man and society, and the relationship between man and technology. In these three fields, we will explore the influence of your service people, his temperament and his internal needs. A big environment of the times is the new technological revolution and economic globalization. I talked a lot in the morning. In the Internet era, the big data era is brought about by the new technological revolution. This is only in this respect, and there are still many aspects of quality. Now the microcosmic research has come to the origin of human life. The macro world, what speed, what statistics, changes, then thinking science, is also human thinking, which is also the object of scientific research, there are new discoveries.

In these three fields, the relationship between man and nature is a historical development. What we call natural beauty, in the historical process of the development of human civilization, is accompanied by a series of major changes in the relationship between man and nature, from the efforts of nature to the masters of nature, from fear to nature, from transforming nature to protecting nature, from ignoring nature to rebuilding nature. This series of changes has finally made people realize that human beings and nature must live in harmony. Nowadays, natural aesthetics has been deeply rooted in people's feelings and feelings. Building ecological civilization has become the practical basis for the establishment of beautiful China and the emotional cornerstone of clothing production and consumption. The clothing industry not only needs to create inspiration in the close relationship between man and nature, but also saves resources, reduces pollution, lives safely, and creates an eco-friendly environment as a value concept for building a new industrial chain.

Now people are still transforming nature. Chemical fiber is the solution to transform nature. We solve the problem of energy. We need to protect nature and protect nature. So the relationship between man and nature is constantly self adjusting. So we used to talk about some of the colors, how the shape, are seen from the form. Dig deeper and accumulate in history. The second relationship is the relationship between man and society, and man is the sum of society. The beauty of life is social beauty. Social beauty is the core driving force of clothing industry or brand upgrading. If natural beauty is the premise, cornerstone, this is the core power, and beauty is the soul of life and also created for life. The great enrichment of material products and spiritual products is a concentrated expression of people's good life. China's economic and social development has entered the stage of building a well-off society in an all-round way from the stage of solving the food and clothing problem, laying a solid foundation for the creation of the beauty of life, and it is the condition for us to talk about many problems today. Schiller, a German anthropologist, said that every form of life can be taken care of, and beauty is also life. We can also perceive it. In short, beauty is both our state and our action. The creation of clothing, as a state of existence of human life, is to explain the accumulation of social history through the search for the situation. The so-called social and historical accumulation here is reflected in the human personality. So that the form itself has life power and passion.

I say this is that I feel that our clothing creation, brand creation, from form to state, to reflect its life force and passion. At the time of our worst costume, when we were in the early nine world, we were A and H, and now we have many forms. Our boss chooses designers and seldom analyzes them from this angle. In fact, we say that the functional beauty of clothing is the beauty of life, business entertainment, entertainment and repair, simplicity, simplicity and lack of pursuit of living conditions. Then, when design becomes the basic requirement of every aspect of life, it is the inherent requirement of aesthetic experience.

Now, what should not be designed? The product should be designed, the work should be designed, and the more information age, the more we have to design, because there are too many risks and too many pitfalls. The garment industry should get rid of the same kind of production in the past as soon as possible, ignore the aesthetic differences of perceptual individuals, and pursue the extensive production and marketing methods of scale production and scale marketing unilaterally. We should set up a new concept of production with high sensibility, high technology, high socialization, and quality, innovation, quick response and thinking as soon as possible. {page_break}

The brand must be recognized, the source of cognition is not blown out, not your propaganda skills, skills have a certain role, the essence of life is quality, quality. We are now experiencing the biggest change from the fashion contest to the release of our brand business. The most sense of the times is the upgrading of our quality and technological change. Innovation is also a demand of human beings, and people's needs are changing rapidly. Especially in modern times, rapid response is the result of informatization, and the factors that influence people's thinking come and go at any time. Therefore, a message, a point, may also produce changes in a person's consumption. Therefore, the rapid response is not the change of the overall situation, but the change of the individual situation. Its universality is a connotation rather than a manifestation of the situation.

Therefore, when we talk about innovation, we need to innovate in function. This is the change of life, the change of pace of life, the change of content of life, the change of the quality of life, the change of situation, that is inevitable. So, including marketing mode, that is, is it convenient for you to produce to consumers? Is it fast? Is it low cost? This is the most important part of consumer recognition. In business, there were two sentences in past political economics: War is robbery and business is deception. There are two sentences in Marx's Das Kapital. Business is the result of social progress, but business is easy to produce because he wants to bring the value of producers and the value of consumers to him. We must be honest, business age, business civilization, have reasonable profits, but there must be no deception, no fraud. Therefore, in the laws of various countries, the most important thing in the laws of market economy is to prevent fraud. Then we must keep away from fraud, which is not explained.

It is a rule of human development that people seek self perfection in the relationship with society. People constantly improve, that is, in this social relationship, social life, in life, constantly to achieve good wishes, or exercise themselves, mature their own aesthetic feeling. The American scholar said that truth, goodness, beauty and beauty are the unity of truth and goodness. The so-called truth is objective law, goodness is subjective desire, and when subjective desire and objective law are unified, it is called beauty, truth, goodness and beauty. We seek truth, seek beauty, seek good, in fact, internal relations. I think many successful enterprises, brands, when speaking of many specific experiences, all relate to this, true, good, and beautiful.

The third point is followed by the fourth point of view, in the relationship between people and technology, to study the change of consumer orientation and consumption. The beauty of technology is an epochal symbol of the upgrading of the garment industry, and an epochal symbol of our brand value. In different times, the age of hand grinding is dominated by the age of handicraft, and the products of modern automation and digital age are not the same. Although there are many handcrafts in it, it is a wonderful memory of childhood. Childhood is beautiful, but adults can never go back to childhood. We can not go back to history, you can only play the culture of historical accumulation, modern culture is the isolation of history and culture.

The history of human civilization is a history of technology. All kinds of time differences do not lie in the production of what, but in how to produce and what labor data to be produced. Labor information is not only a measuring device for human labor, but also an indicator of social relations conducted by human labor. Nowadays, brands all talk about relationships, a product of social relations, and the brand is the meaning of superstructure. It is the actual consumption function and the use value of our products. It is a manifestation of value. Carrier is a product, no carrier, no brand name, virtual brand, can not solve the problem of eating clothes. Technology is the way to achieve human freedom. What is freedom for human beings to strive for freedom? That is, your subjective purpose and objective law are able to meet the goal.

Beauty, then, is the definition of freedom. Then I think we should analyze the expression of the free form of consumers. We are not satisfied with everyone, but your consumers, you need to know. Technology has become the foundation of social existence, affecting people's aesthetic concept. Technology is the epochal symbol of beautiful China. In contemporary China, new fiber materials are being developed. I just said chemical fibers. In fact, many of our functional fibers, spun bacteria, UV resistant, soft, warm and cool, we all solve from fiber. Now it has entered the molecular level. Now waterless printing and dyeing, digital printing is a kind of technology. Now the progress of technology has brought about changes in materials, and also brought changes in design inspiration.

New fabrics and accessories, new intelligent production lines, Internet production and consumption, rapid reflection of supply chain, complex situation, and cross culture all are changing our industry, and some enterprises have already felt it. It shows everywhere the new trend of industrial development in the new scientific and technological revolution and the era of economic globalization. Modern technology has not only brought about tremendous changes in the mode of production and exchange, but also brought about the high consumption of the masses and the aestheticization of everyday life, so that art can return to life and let aesthetics return to the public. This is a great change in the lifestyle and aesthetic changes brought about by modern technology.

In this connection, we connect with our current brand building. There are many unopened areas, especially how to explore the psychology of your consumers through social psychology, social thoughts and public opinions. What is your consumer's internal needs? In some people's clothes, a lot of clothes have not been worn and never experienced. So it can be said that human beings are self developing in the relationship with technology. The development of clothing should be placed in the development of human beings, and the development of human life. In these three aspects, the last three points, people and nature, natural beauty, people and society and life beauty, technology beauty, our clothing enterprises must have the consciousness of technological consciousness and technological beauty.

In us Clothing brand In front of enterprises, most clothing brand enterprises are also very pale. In the history of human civilization, the production of living materials has never ceased to acquire new creation from the latest development of scientific and technological progress and from the latest development of human culture. At the same time, it is the traditional industry that constantly transforms people's pursuit of a better life into a new driving force for scientific and technological progress. Let's review the laws of human history and human history. The most basic thing is that human beings must first eat, drink, live and wear before they can be governed by politics, art, philosophy, religion and so on. Therefore, the life of a nation, or an era, is based on the life of people, and the concept of people's beauty arises on this basis.

When the social consciousness develops to a very advanced stage, we must not forget this foundation. It is the role of foundation and the requirement of foundation. Our clothing not only solves people's condition, but also solves the problem of human's vitality. The pursuit of a better life and the upgrading of traditional industries will never cease. The arguments for ceasing, the arrogant argument and the inaction are wrong. It is wrong, because it is neither consistent with the reality of human civilization, nor does it violate the essential requirement of human existence. The essence of human existence is the most fundamental problem. People advocate scientific and technological progress and show the style of the times with the beauty of technology, which does not mean that they should be slaves of their own development technology. In accordance with the laws of beauty, human beings create inner requirements, which will inevitably lead people to explore new life forms and create new ways of existence for life in the ubiquitous situation of science and technology.

In this great era, we have created and nurtured our industry and cultivated a large number of our brands, clothing brands and designer brands. At the same time, we should say that many of our costumes, pioneers and entrepreneurs of our brand enterprises are writing our great times with their hard work. We are full of confidence in realizing the future. Our aim is to achieve, and we will achieve it!

Wang Jun: Well, thank you again for your speech. Thank you! This morning's meeting will come to an end.