Interview With SIUF, Art Director Of China International Underwear Culture Week, Lan Yuping

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< p > "competition in the future is cultural competition. Whoever grasps the details behind every cultural sector will have the initiative to compete." China (Shenzhen) international brand underwear exhibition has been taking root for ten years. It has been influential in the domestic and international underwear circles. Through differentiated operation, the platform itself is doing "a href=" http://sjfzxm.com/news/index_s.asp "brand > /a". Everyone is talking about brand, but everyone is different, especially in the underwear industry. What is the best way to represent the current unpredictable form? What kind of culture can be endorsed by China? What is the origin of Chinese underwear? Four years in charge of China's international underwear culture week impression strategy, the pioneer of China's interior brand planning, the founder of Orlando's international brand planning, a blue jade Ping /a", and the team's recruitment again, for the 2014 "China international underwear culture week" to carry out a comprehensive cultural impression planning, and put forward the planning idea of "from the heart to the whole, more pleasing to the world", to trace the origin of Chinese underwear, to find the soul for Chinese underwear, and to upgrade the chip for Chinese underwear culture week by adding the core elements of Chinese culture, adding new ideas and spirit to the platform. This year, when the platform culture impression strategy is put forward for 5 years, what carrier will be used? This exquisite platform brand planning is bound to let underwear culture week pry the international underwear platform, let the world underwear look at China! < /p >
< p > < strong > underwear industry: on the road of dream, culture is wings > /strong > /p >
Less than thirty years after reform and opening up, P has made remarkable achievements in economic construction. At the same time, utilitarianism, money supremacy and other concepts are rampant. Material wealth and spiritual poverty are widespread. Against this background, the "China dream" proposal has ignited the passion of Chinese people to pursue their dreams and has become a common pursuit of value among contemporary Chinese. The "China dream" is a dream of rich countries and powerful nations, hoping to expand China's influence to the world. And China's underwear enterprises also have a magnificent dream -- hatching China's world brand, making China's underwear go to the world! < /p >
< p > the Chinese government passed the "first lady" brand event, knocking the drum of Chinese national brand to the world, pushing the Chinese national brand to a new height, and the brand consciousness of Chinese enterprises is more active in this trend. This confirms the fact that Chinese brands will rise. The trend of this trend is that China's international underwear culture week's Brand Strategist, Lan Yu Ping, has made a vivid analogy. "China's underwear industry has been rooted, accumulated and precipitated for more than 20 years, just like a pot of old soup, which has all kinds of materials and keeps on heating up. Now it has reached eighty or ninety degrees, emitting attractive fragrance and adding a fire to start the pot. But this fire must be strong, focus, fierce and sustainable. "/p".
< p > today's era is becoming a cultural age, namely, the era of cultural rejuvenation. After the resource competition and capital competition, global competition has further evolved into cultural competition. When the state attaches great importance to improving the national cultural soft power and tries to demonstrate the unique charm of Chinese culture, the underwear industry also realizes that culture is the soul of enterprises and the wings of enterprises flying to the world. China international underwear culture week takes the concept of "China's world" as the platform concept and "culture makes underwear more wonderful" as its core values, and advocates the significance of culture to underwear and the significance of brand. Lan Yuping believes that cultural representation is a concept, but also a heritage, the inheritance of the brand, the inheritance of value. "We have been doing things in China and the world. If China wants to get out of China, the world's entry into China must be integrated with Chinese culture. The vast history gives us the most authoritative representative of the Chinese culture left behind by China. < /p >
< p > since the sixth exhibition, the theme image of blue jade Ping for "a href=" http://sjfzxm.com/news/index_s.asp "China international underwear culture week < /a" has left a deep impression on the industry: such as the "blue and white China" of "China's world" in 2011, the paper cutting culture of "culture, communication and impression" in 2012, "the lip print" in 2013, and the "big tolerance" of ink and wash in 2013. LAN Yuping creatively integrates Chinese cultural elements, such as blue and white porcelain, paper cutting, ink and ink, and so on. With the finishing touch, it gives the lingerie image the charm, achieves the unity of form and spirit, and lets the world appreciate the great charm of Chinese underwear and cultural fusion. < /p >
This year, Lan Yu Ping was once again invited to plan for the current China international underwear culture week to plan a comprehensive cultural impression plan for the planned SIUF2014 China (Shenzhen) international brand underwear exhibition, P. Under the planning concept of "being born with the heart and enjoying the whole world", we have excavated the classic costume, the belly dresses, which is the most representative of the development of underwear culture in Chinese history. "Belly bag" is the best representative of Chinese underwear, and is the embryonic form and cultural root of Chinese underwear. Each dynasty has its unique interpretation. Lan Yuping put forward an innovative idea: to make a belly pocket that carries Chinese culture. {page_break} < /p >
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< p > < strong > < a > href= > http://sjfzxm.com/news/index_s.asp > underwear > /a > cultural return journey.
< p > at present, the Orlando team is elaborately interpreting the theme image of China international underwear culture week. The core elements are "belly bag", "face mask", "face changing", "flying sky" and "culture of men and women", highlighting the cultural concept of "interaction", "blending" and "integration". Boldly integrate the Chinese underwear culture with the essence of Chinese culture, hoping to bring Chinese underwear into the world with the help of Chinese culture through the platform of lingerie culture week and offer a splendid cultural feast for underwear from all over the world. Lan Yuping is full of confidence in China's underwear culture and is proud of his words. "I hope this theme image will always be printed in their minds!" < /p >
< p > he said that the carefully designed belly pocket for this cultural week is rich in cultural implications. The history of Chinese underwear has a long history, and its origin can be traced back to the beginning of chaos. Nu Wa and Fu Xi brother and sister two people intermarry after flooding the flood. They have children and have created the first clothing of human beings. The purpose is to cover up the shame of the human body. The belly pocket becomes the symbol of human civilization and the beginning of the culture of men and women. The totem ornamentation of ancient Chinese women's underwear is rich in variety of themes. It displays the elements of landscape, mascot, fairy tale, opera and other elements in a small way, and advocates the concept of equality, harmony and harmony. Lan Yuping said that the use of the belly button reflects the concept of underwear culture week returning to nature and returning to Oriental beauty. The belly pocket symbolizes the sense of return and root seeking of Chinese underwear culture, so that the belly culture can be extended and developed to show the greatness of Chinese clothing to the world. < /p >
In the overall image, P also boldly integrates the essence of Chinese culture, Facebook, with "Dou Er Deng" and "Peking Opera" as a prototype. About the original intention of the design, Lan Yu Ping came to us. "The use of these Facebook elements is profound. Dou Dun's face is a typical example of man's image. Hua Dan facial mask is a warm and cheerful woman, who is full of wisdom, and portrays a beautiful woman image. Among them, the image of Hua Dan Mu is specially designed, expressing the communication and love between women. The use of Facebook is not only a tribute to the essence of Chinese culture, but also the charm of culture and communication between men and women. The combination of a belly bag and a Facebook is a platform for the integration of the enterprise. The goal is to go to the world. < /p >
< p > besides, the belly button is also integrated into the classic artistic image of Dunhuang flying apsaras. Dunhuang flying sky is a complex of many cultures, which is jointly bred by India culture, western culture and Central Plains culture. Flying heaven means flying in the sky. In the image planning, the flying posture of underwear and long skirt is light, integrating the image of the mermaid in the west, freely extending the body in the clouds, showing the feminine body's beauty and sensuality. "The design of this flying pattern is a combination of Chinese and Western cultures. It shows that the underwear culture is like a flying apsaras. It is a combination of various cultures. It is wonderful because it intermingled with different cultures. At the same time, it also shows the beauty of women's body, and women who wear underwear can stretch their soft posture. The whole creativity is ingenious. "I put in many cultural elements of China for five thousand years, hoping to trace back the underwear culture with Chinese culture and use the belly pocket to represent the Chinese underwear". This belly pocket reflects the charm and vitality of Chinese excellent traditional culture. < /p >
< p > < strong > look for the way of brand development. Cultural week is platform < /strong > /p >
Less than P, how can the Shenzhen lingerie exhibition take a place in the ever-changing world trend? "Lan Yu Ping" combined with China's unique skills to "change face", put forward that "changeless should be changed forever, and never change from its ancestor". He pointed out that the change in underwear platform is mainly due to potential changes and changes in operation. Changes mainly refer to social, market, industry, technology, trend, consumer groups and many other changes. The change of operation mainly refers to the breakthrough and innovation in the field of business, means of communication, allocation of resources, and management mode. And the platform's path remains unchanged. The platform's soul, platform culture, values and development concept will not change. "The purpose of settling down is to serve better and deeper. The platform serves the country, industry, enterprise, brand and staff. The vision and values of this service can never change!" < /p >
< p >, therefore, China international underwear culture week's proposition is "homeopathy, change of spirit, invariable change of mind." Lan Yuping said that in the cultural shaping strategy of the whole cultural week, the dominant idea of the concept of cultural development in 2014 was "being more dependent on the mind and being more Vientiane". "Being born, that is collision and communication, is the exchange of platforms, the exchange of products, and the exchange of ideas. From the heart, that is, the platform and the heart of the enterprise, they all want to go to the world. The platform pushes the enterprise to the world, and the enterprise wants to push the brand to the world through the platform. With the heart and dream, the underwear industry can flourish. He hopes to tell the underwear enterprises through his belly pocket that he should wear underwear that carries Chinese culture, develop products with different cultural elements, and attract the world's underwear industry with the splendid culture of China. < /p >
< p > China's international underwear culture week's core values "culture makes underwear more wonderful" points out the focus of the underwear industry on the future brand. Blue jade Ping emphasizes that underwear industry must form brand awareness and push the brand with cultural concept. "Many underwear exhibitions are just producing products. In other words, they do not have brand awareness, but are just doing platform products. We exchange these things with the world and enhance the added value through culture. Enterprises can learn things through platform exchange and ideological collision to underwear exhibition. This is the core. He believed that enterprises should concentrate on their hearts and settle down to build underwear brand. In brand building, we should grasp the characteristics, such as product, image, mode and so on, so that the culture that the brand carries can be visualized, symbolized and impressionized. China's international underwear culture week is a platform to focus on services, promote exchanges between Chinese enterprises and the world, promote Chinese brands to the world, and realize the world dream of Chinese underwear. < /p >