Sun Ruizhe's Speech At The 2015 (Twentieth) China Fashion Forum

In the final analysis, the development and competitiveness of the country is to establish a strategic height and integrate wisdom and form orderly actions.

Where you can't walk, you can see it; you can see it if you do not see it.

After twenty years of Chinese clothing forum, this is an important source of the advanced concept and development mode of China's clothing industry.

We come for the same purpose, which is to seek the "heart law" of brand development on the root, and explore the "skills" of brand promotion in strategy.

We have been accompanied by Chinese clothing brands from scratch, from small to large, from weak to strong twenty years, this is the twenty years of earthshaking, environmental changes, technological changes, the pformation of business structure, new and old replacement, split integration, creating today's prosperity of China's clothing ecology.

In the process, someone fell down, I want to say to him: "to our passing youth, but more brands are growing up, like young people with strong physique, full of passion and vitality, explosive and plastic, but at the same time, they are eager for the society to give him a good quality and expect him to have a bright future.

So, I want to say to our clothing brand: to our brilliant youth!

The theme of this forum is "brand products directly facing consumption". How to deconstruct these three key words: direct consumption, consumption and brand?

Face to face means that we must base ourselves on the present and embrace the future. We must understand, face, adapt and control the new normal with slow, fast, structural adjustment and innovation driven.

An exciting and exciting reality is that online and offline consumption has become a new normal mode of consumption.

China has become the largest online retail market in the world. Textile and apparel account for more than 1/4 of total online shopping. In 2014, apparel online shopping reached 615 billion 300 million yuan, and household textile online shopping was 80 billion yuan.

The problem is not only the choice of online and offline business models, but also the enormous changes in the industrial ecology brought about by the vigorous development of online shopping, and the quality and credibility of online sales, which makes us face the choice of social responsibility.

The tide of the Internet is pushing forward the pformation of traditional industries with unprecedented momentum. Taking advantage of the "Internet +" draught, the Chinese garment industry will take off again.

"Internet + clothing" is in a period of great strategic opportunity, promoting the integration of mobile Internet, cloud computing, big data and Internet of things with the garment industry. We can achieve leapfrog development through horizontal integration and vertical remolding.

Are we ready?

Consumption, reflecting the cultural and social value of clothing, is consumed or wasted.

We must make a path choice, strategically speaking to cater for consumption or to guide consumption. In terms of tactics, we should passively accept the choice of consumer groups or choose the path choice of consumer groups voluntarily.

We need to further decode consumer codes, the essence of consumption is demand, then what is the driving force of demand? The milestone of 2014 is that the United States, Jingdong and Ali have been listed in the United States, marking that Internet consumption has changed from minority behavior to public behavior.

After 80 and 90, they have become the main force of consumption. They are the main drivers of China's garment industry entering the Internet age.

At present, it is not only a simple connected Internet era, but also a popular and rapidly changing consumption era.

It should be said that the era of rigid demand for clothing as a necessities of life has become a historical, fashion, functional, ecological security and other personalized and diversified.

Is becoming a new consumption feature.

Are we ready?

Brand determines

The fate of the garment industry also determines the Chinese people to a certain extent.

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The quality of life depends entirely on the mood, and the mood depends entirely on the feelings. The brand should be the disseminator of the good feeling and the promoter of the better way of life.

Brand should be expressed in its own style, but it is not advisable to vent its vogue from consumer demand. Too much brand building can not last long enough to shape its own premium capability and build a risk resisting brand.

A brand should set up a sense of belonging in a strategically important way. It belongs to the sense of belonging. It can be either tall or small. It is a kind of existence that turns fashion into "when you think of you, you are in front of you when you are in the horizon". The ultimate responsibility of the brand is to integrate fashion into the lifestyle of the consumer and sublimate the spiritual realm of the consumer.

The advantages of the apparel industry over the past twenty years have perhaps become a weakness and weakness in others' eyes.

Pay attention to responsibility and experience, learn the optimization of interaction mode, and seek a more efficient business mode.

Are we ready?

To clarify these three key words and to think clearly that "we are ready" will help us adapt ourselves to changes in consumer demand with new thinking and behavior in a complex and changeable market environment, and build new consumption relations.

Don't give up your dreams, never lose your youth.

We should take sincere hearts and industrious and simple hands to the ideal place that we have not reached in the past twenty years, and make more products that move us and move the world. Maybe we will pay more. But history and responsibility will enable us to be willing to invest in the youth and enthusiasm of generations of textile and clothing people in exchange for the eternal youth of the clothing industry. Take this opportunity to share with you a sentence: Tell me and I will forget; show me and I may;

Tell me, I will forget; do it for me, I will remember; let me do it, then I will understand.

The operation of brand relies on the practice, which is the spirit of the twenty China clothing forum.

I sincerely hope that every friend participating in the forum will be able to make some gains, and let more textile and clothing people integrate Chinese spiritual culture into modern language, express it with clothes, and share the Oriental way of life with the world.

Thank you!