Interview With Liu Yong, Director Of Commodities Planning For Men'S Clothing

As the first graduate of art design major after the resumption of college entrance examination, Liu Yong It has witnessed and witnessed the ups and down of China's garment industry since 80s and 90s. Unlike most fashion designers' artistic fads, Liu Yong, who grew up in the military compound, had a simple and rigorous temperament, and a serious tone of speech could not help but feel a little lovable. In the past thirty years, his thinking of clothing has not only limited to the design itself, but also has more thinking and experience for Chinese clothing brands, especially his perennial men's clothing brand operation. Today, let's listen. K-boxing Liu Yong, director of commodities planning, the heart of men's clothing.

Reporter: We used to be popular with such a saying, "buy expensive, not buy the right". This sentence also reflects the consumption mentality and shopping idea of the past consumers. So what do you think of the change of domestic consumers' shopping idea in recent years?

Liu: when the brand is integrated into our society, consumers may be more blind, and think that big brands (or expensive) are valuable. Now, with the gradual maturity of people's shopping concept, he will consider his living environment and occasions, and compare himself with the brands he contacted, so he will have their own choices. When consumers choose their favorite products, they will see what are necessities and non essentials. Some occasions require a certain style, and they will choose their own corresponding brand. For example, if you need to wear formal clothes or business, he may choose a suit that suits him or a typical business suit. If you are on holiday or on weekend, you may choose casual clothes. They are paying more and more attention to the inner things of brands, such as the comfort of materials, edition, color of clothes and so on.

Reporter: in recent years, the convergence of domestic clothing brands is becoming more and more obvious, which has a great impact on the clothing brand, and even to a certain extent, led to the domestic market. Men's wear brand Sales fell. We all say the right medicine, so how do you see the cause of the convergence of clothing?

Liu: in fact, the phenomenon of similar clothing in our country has always existed, including some small and medium-sized brands imitate big brands, and even some new brand areas imitate some old brands. At the same time, there are still some phenomena in China, such as the integration of design, production, research and development, and sales. Their scope of R & D is very narrow and needs some social strength to supplement and support, which forms the current fashionable topic "buyer". Buyers can also pick the same products, because these social design forces will throw a garment into many enterprises when supplying styles. This is also a phenomenon, so there will be similarities. Such a similarity, we can not say that it is not good, nor can it be said that it is completely right. In view of this situation, enterprises must have their own brand elites, such as how to integrate these brands into their logo design, including the logo symbols and logo elements of their brands.

Reporter: in addition to the influence of convergence, there are various reasons leading to the weakness of the domestic clothing market, many of which even go to the most difficult bottleneck. In the face of these problems, how do men's clothing brands respond?

Liu: for the future market situation and the present situation of men's clothing, from my personal point of view, in the stage of gradual decline of the market, through the baptism of the market, some enterprises with stronger skills and stronger strength have been settled down. Therefore, it is now in a period of great ebb and the most important thing is the practice of internal strength. For example, our in-depth study of products requires our attendant efforts, especially designers, including clothing layout and production. That is to say, from the design point of view, what kind of clothing design is most suitable for us to study. From the technology point of view, what kind of clothing version is most suitable for its own clothing brand, we also need to study. What kind of clothing is suitable for consumers to wear, including quality and so on. In fact, if a product wants consumers to like it, it can not do without the beauty of clothing, the comfort of clothing, the quality of clothing, and the price factors. If these elements can be studied and perfected, once the market is restored, enterprises will be able to move forward with great strides.

Reporter: international brands often attach great importance to brand image, and there are many places worth learning from local brands. What good suggestions do you have for shaping the brand image? Do you think the most important thing is the product, service or brand image?

Liu: we observe some brands abroad, especially the successful brands. We can see that their brand culture is very rich. Unlike many of our brands nowadays, our consumers feel very impetuous and shallow, which requires the accumulation and accumulation of brand culture. So we make a brand, not a year or two to make money. Foreign countries are always holding the idea of going on forever or for a long time, decades or even hundreds of years. They have deep cultural accumulation, so some foreign brands are particularly good. They rely on the accumulation and accumulation of culture, including their own brand ideas, which they want to convey to consumers. They want consumers to know what they are selling, not only clothes, but also ideas. Most of the brands in our country are at the stage of selling products. In fact, selling ideas and selling products are two different concepts. Therefore, if we want to learn from such a good practice abroad, we must start quietly from the bottom of our hearts. Enterprises should dig deeper into their brand culture and know what they are involved in and what they are selling. In fact, if the real product is integrated into the culture, its value is very high.

Reporter: now many clothing brands are expanding, making many kinds of clothing, including men's wear, women's wear, children's wear, household clothes and so on, but some brands like Britain and Japan still insist on their principles. What do you think of this persistence?

Liu: why foreign countries do a brand will do very well, which is related to their consumption concept, and has a historical relationship with their industry consumption phenomenon and consumption situation. Our own fashion is quite different from that abroad. I don't think it's called differentiation. I think it's different. Like Japan, they usually wear a uniform suit in the workplace. They wear comfortable when they are in leisure, and are more athletic when they exercise. Italy is also, in the street, they basically wear suits, including casual wear is also a suit suit. In foreign countries, they have formed a code of dress, what clothes to wear, what places and clothes to wear and what clothes they wear. They have an unwritten code of conduct, which has led to the formation of this fashion phenomenon. At present, consumers are more rational. They will pay attention to brands in all directions. They may also pay attention to the details of products, and may also be concerned about the brand image. Therefore, as a brand operator or decision maker, especially a designer, we need to make a detailed study of the various elements of the brand from a comprehensive perspective. It can not be said that it is inappropriate for domestic brands to involve many fields, nor can it be said that making a brand abroad is entirely correct. I believe that the brand has its own development path and strategic planning, the future market is very extensive, the future space is also very large, and consumer demand is also very broad. If you can do it well on a brand, and then slowly involve other categories, you can make it very elaborate. Why not? I think that as long as it exists, it is reasonable.