2019 China Clothing Convention Parallel Meeting Two: Brand Younger: Path And Method

2019 China clothing convention parallel meeting Two

Brand younger: path and method

Sharing guests :

INXX co founder  Liu can

MM GM brand manager  Dong Jun

Shao Feichun, general manager of Semir Agel Ecommerce Ltd, Zhejiang

Host :

Li Xuefei, deputy director of Brand Development Department of China Apparel Association

Li Xuefei: The theme of this competition is "brand youthful, path and method". When it comes to brand younger, the definition of younger age is not just confined to age. Our definition of younger age is more concerned about the mentality. Many brands are now concerned about how to take the mentality of young people or the brand to better grasp the mentality of consumers. This is a very important direction for us now. The three brands we are invited today are very successful brands in this respect.

Liu Kunneng: Over the past two years, the trend of the whole trend has changed significantly. I can not say that you can feel that the first is that the scale is changing and the scale is obviously different. Second, the growth rate is changing, and its growth rate must be faster than the traditional traditional industries and traditional costumes. The third is the change of population. This change is also quite obvious. In the past two years, the change of our main consumption crowd has been a distinct feature after the original 70, 80 to 90, 95 and 00. The frequency of consumption after 95 and 00 is higher than that after 70 and 60. What's the reason? Obviously, this group of people do not need to consider buying a house, because their parents have already prepared several Suites for them, and they do not need to consider saving money. This is not a question for them to think about. Maybe after 70 and 60, they will think that I want to make money and save money. I want to buy a house. Now the young people do not need to consider. What he should consider is that I should find more of my own way of life. As parents after 95 and 00, they think that if children do not ask for money, they are very independent. Their mental state changes, resulting in higher consumption frequency and stronger consumption ability. So their way of life basically is buying and selling, not buying or buying that.

Over the past two years, we have seen several changes in trend, one of which is shoe culture becoming hotter. Young people may also wear leather shoes before, but now they find that young people wear fewer and fewer leather shoes, often a pair of sneakers, often a pair of AJ. There are several platforms out there, such as the "poisonous" platform that we had in the last year to this year, and the "fried" shoes, and so on, which brought an unlimited market. Young people found a new consumption of their products in this area. Shoes were not bought to wear, they could also be fry, and they could be displayed at home as well. The consumption concept of the whole trend of consumption would change and his categories would become more and more.

In the first half of this year, there was an incident that everyone rushed to buy Uniforms of uniforms. Its original value was not expensive, but through the characterization of the trend master, it became a tidal play and turned into a work of art. Nowadays, young people are collecting tidal waves and shoes. It also has the value of a price increase, so the lifestyle of the young group is obviously different from his consumption concept with those of the 1980s and 70.

Now we are talking about the escalation of consumption and the demotion of consumption. This is also a big controversy. Because it is more and more popular, we think it is in the consumer demotion. I think it can not be measured by price, or from the value measurement. From the perspective of per capita consumption level, our consumption power and consumption concept are changing. The crowd with more and more coverage is going to the lower market, people who have not been covered by mobile terminals before, even by a group of people cut off by Taobao at a low price, so the whole consumption is changing. Is he because of higher prices or lower prices? But his consumption philosophy is changing, so there are some points for thinking about young people brought by the upgrading of consumption. I have made some simple lists here.

First of all, lifestyle. This summer's hottest program is the summer of the band. This is not the band that young people are pursuing now. No matter what old bands we saw before, or the new bands, he usually brings back memories of summer after 80, 70 or 60, for rock and roll, and for inner cries.

People used to think that this is an underground culture. It is a culture of the rich and the poor. It can not be accepted by the mainstream culture. But why can it be accepted now? Because this group of people can make decisions. After 80 or 90 years of playing these things, they can dominate the inheritance of the culture. So Ma Dong did this program very well. It represents the voice of a group of people. So the mainstream consumer group's cultural level is also changing.

Another is that our pursuit of knowledge is getting higher and higher. People may like to see some free things before. Now some paying things are also good. Our knowledge planet is very good and very popular. We are willing to spend money on doing something valuable and knowledgeable, which is also a change in knowledge.

There are also changes in his life scene, with IP, anime, and all kinds of life scenes and lifestyle of young people are changing.

There are also ways to realize personal value realisation. Sooner or later, people may think that I need to take a step by step, but not now. Now I can make a personal brand from university. In the past two years, when the WeChat public number was promoted, there was a phrase called "everyone is a small brand". The public number was a large number of media. The content media made a good number. In the past two years, I found that I didn't need too much content. I just want to bring some attribute or a certain feature. That's fast hand, jitter, little red book, and UP master of B station. Everyone can enlarge their advantages indefinitely, and his value will become higher and higher, so the passageway of personal value will be faster.

It also brings a worry. I was thinking about it that day. Young people earn too much money. He is often not very pragmatic. He doesn't know what kind of drawbacks this way will bring to the future development, but now is the case.

In addition, social expansion and weakening relationship. Now we can say hello and add a WeChat. When we meet with a suitable situation, we can chat very close. This relationship does not need to be established through deep level. So we can see that social networking providers are developing very fast now, and this is also the way young people are changing.

There is also a prominent culture behind the metaphor. Now if you want to teach your dogma after 95 and 00, he will tell you that I don't care about these things. Don't tell me, I know more than you do. Now that I am teaching my child, he is only in grade one, and I can not educate him. He says you don't understand this because he knows and knows something different from you. So in fact, there should be no way of education between the brand and the young people. It's not that I want to tell you what I am. He needs the co construction and participation between the users and the brand. We have an equal relationship between them. You don't want to educate me, it's meaningless. Young people's brand recognition is that we have to take part in it and build together for the brand. This is what they want. So it is obvious that you will find that the users of the original platform are not in this direction, whether it is the jitter or the little red book. It is playing with users constantly, such as little red books, and he keeps planting grass. He has discovered a new business mode, which is constantly changing through this way. Including the UP master in B station, also called content creator, his brain hole is infinite. You can't imagine that he can play this value very valuable, and the commercial value he brings is also very limitless. Young people are more equal for us both. I don't need to get up and down with you. This is also a highlight of post figurative culture.

Another is the fragmentation of the circle. Maybe everyone has many groups on the phone now, but each group has different characteristics. Some of them may be eating, some are watching movies, and each group is different. You will find that your circle is becoming more and more complex, and it is becoming more and more fragmented. A friend recommended me to read a book called nomad, which depicts the characteristics of young people's change, and young people will become more diversified. Now there are slash youth or multi-layered occupation, he will become more diversified, not just the main body, the more excellent people will have more levels of existence, he may play this role today, tomorrow is another role, so this is another change, the circle is more fragmented.

How do we recognize the characteristics of these young people from the perspective of brand? We think we should look at it from three angles.

The first is quality life to capricious self satisfaction. Why is the consumption power of big cards declining now? Why do big brands cooperate with Chao brand? For example, LV and supreme cooperate, including they also buy some tide cards, that is, they find that young people's pursuit of quality of life is not in the unit price, but that he is worth something. For example, when LV and Supreme jointly sell, they queued for hours to buy that thing. Actually, that thing was not expensive, maybe one thousand or two thousand yuan, but everyone would be willing to buy it. Also, when Nike or ADI sell a pair of shoes, everyone queues up all night. These things are not expensive. He thinks that quality life is something he accepts and recognes inside. Another is self willed, what I want, what I want, what I want to do, his pursuit of more is the display of self characteristics, so this is from quality to capricious self satisfaction. Now many people start from grass planting, starting from the circle, starting from the brand and culture, starting from the content, cut into the consumer or the user's mind, this is what he recognizes.

The second is interest in finding dynamic self. You may see that I was just a temporary thing, but not now. Now, many things need to be planted for a long time. What comes from grass? Some come from stars, some from opinion leaders, and some from friends. There is always one person around us who knows more deeply in a certain field, an industry or a certain knowledge point, so it will find that in the middle growing grass, they first change from interest to self dynamics, which is changing.

The third is alone and not alone in flowing symbiosis. Before the social scene, we need to meet. Now the social scene can be solved by mobile terminals. You will find that young people are becoming more and more reluctant to go out, especially junior middle school students, senior high school students and college students. When you are new year's Eve, you say you take him to relatives, he has no interest in going out to meet his friends and is not interested. Through social interaction, he realizes his own circle reconstruction. He is not alone. He is very rich. He builds social contacts through different circles. And he pays more attention to the comfortable feeling between them. What I want is not deliberate comfort, but what I want is real comfort. So between brands and consumers, we are more in the experience itself, between consumers and brands to resonate. This is what we know about them now.

What should we do as a brand name? Today's theme is also to talk about the younger brand. As a brand side, we can do it from three aspects: the first is to build a life together, that is, I should say that there should be symbiotic mobility. The second is self motivation. The third is relationship appreciation.

Often, young people's lifestyle is mainly honors and resonates. There is a saying in our tide card. We are the hangers. We should have common qualities. If you are not the person hanging on this line, you will have difficulty in playing, and you will never get into his circle. I have a friend who shared with me last time. He bought a piece of our clothes and put it in his home for his son. He forgot to give his son. One day, his son found it. His son said, "Dad, you can still know something about the trend." he said his son had changed his attitude towards him. His son said that the brand was not bad in the tidal current circle. Usually his son did not take the initiative to speak to him, because his son was a student who had just started college. There was not much word between his father and his son. He said that because he bought this dress for his son, his son spoke to him many days that day. He thought his father understood his pursuit of the trend. This is how we should form a chord from the integration of life style. Whether parents or brands are the same, how do you know children, and how the brand understands young people is the same.

The other is to form our KOL, KOC, who have the right to speak to form traffic, and he can automatically stimulate cognition. You will find that many stores today are shared by a person or a short video on the line. Then they bring some cognition of the crowd, and then form a benign business change. It will start from a very small scale, so this will stimulate their interest. Last year, the way to catch up on the bottom of the sea was actually a video of several net red people. They actually did not launch this activity. Instead, the users found some methods of fishing in the sea, took a short video uploaded, and other users were crazy behind the scenes, causing a wave of upsurge. This is not the effect that a brand advertisement can achieve. This is the user's spontaneity, because of interest and learning. Therefore, if there is such a relationship between the brand and the users, we can learn from each other and cultivate interest in each other. In fact, the distance between the brand and the user will become closer, and it will also be easy to generate interest in the brand with the users.

Another thing is relationship appreciation. It's easy to build a social relationship now. But if you want him to agree with you, it's really hard. He needs a brand value culture or a certain point of recognition for you, otherwise he can hardly agree with you. So we must constantly focus on what we need to create. The experience that this brings to our users is not only present, but also predictable in the future. It may need to anticipate the needs of users' consumption experience. This demand is still ahead of us. We should judge ahead, not only to solve the current problems. Of course, the trend is the present, but we need to anticipate the future. This is a key point. So, in order to build these things with users, I just mentioned that for example, a friend opened a coffee shop. At first, we thought the coffee shop business should not be very good, because he could not make coffee, but I didn't expect his coffee shop to queue in a few months. It's normal to pay for a line like Starbucks, but it's hard to queue up like an ordinary shop like him. What kind of thing did he do? He is a tide lover. He puts all the beauty and fun in the shop. Many consumers except coffee, mostly enjoy the tide. In fact, it was the same for him to display and display in the shop, but because of this, he became a net red shop. His coffee is not very hard to drink, so everyone would like to go. He has seized these people's hearts, who are willing to spend money for this tide. In this case, he found some points by crossing the boundary, and the original form became another form.

There is also the same brand, I just talked about big brands, fashion brands, sophisticated brands, including UNIQLO and KAWS joint T-shirts, that dress is also 100 yuan, and then fry up to more than 200 yuan, we are crazy to grab it, it is a culture, the cross-border it brings a kind of interest, can be tried, it also brings the crowd and the brand between the degree of adhesion, this is a brand to think.

First of all, we should start from the joint development of users. We need to stimulate users' interest and awareness of brands. The second thing is to stimulate ourselves. This is not just about telling him that there should be some resonance between him and users, so that users can spontaneously spread them. The best thing is to let users spread for brands. The third is to realize value added. It brings the increment of the relationship with the users. So how can the younger people think about the relationship between the brand and the users?

I also briefly talk about INXX, INXX is a high-class and street trend brand, we founded in 2013, when we first started, we did a fashion brand collection shop. Our dream and idea is to put some good brands in the whole country and the world in our store. We think it is bringing a kind of trend of life communication. The first is from the industry to do it, the second is from the user to do, and the user has launched a lot of activities, we will do some Parrty with the user, sell some limited amount of money, do some skateboarding competitions in the shop, there will be coffee in the shop, become the way of communication, our internal is also constantly talking about, with the trend of friends in the mode of doing. We also have some cooperation with culture and art to make some fusion of traditional culture, including illustration art, Zen culture and Buddhism culture. We have done a lot in cross-border activities. We feel that cross-border can create many topics.

From the cognition of Chao brand, I also sum up myself. First, from the product strength, the product strength must be present. It must be a good thing. It must have been carefully selected. Another is the content side. It must come from the user's inner needs. We can really catch the user's point. This is something we need to do with our heart. The other is to choose the brand channel and method that is suitable for the power, which is a way to communicate with the users. As a young brand, first of all, we need to understand the mentality of young users. We can see that many brands are moving in this direction. They are not only making clothes, but also doing the tidal waves around the clothing. They can clearly feel the whole trend is changing, because the strength of the light consumer groups is changing, so this trend is changing. Therefore, we must recognize the way of young people's consumption and the cultural characteristics of their lives, so that we can grasp the brand and catch the characteristics of young users. So the product is the first dimension. You will find that there are many products that you can't imagine now. There is another logic in the market, that is, to innovate on the original product, make minor changes in the original big category, and then make the product become a very explosive single product. This practice is very special. There's also the content side. You are actually doing something that users think is valuable. They think these things are not low in the whole country. Every brand has its own user base. If you are a user, do you want to stick to your brand? You must insist on brand content. Then there is the lifestyle of the brand channel. You have to choose the circle. Now the circle is very important. Why is the tide card very narrow in the first two years? Because these people do not care about the people outside, he despises him. His despise is a feeling of inner pull. It is a very closed culture, which can be thought from these dimensions.

INXX is just in this wave of growth, hip-hop, hip-hop and other trends of street things slowly up, with this opportunity to drive up. We are doing online and offline now. There are more than 300 shops under the line. In the circle of street culture and trend culture, we still go ahead. In the future, we also want to dress mainly and dress and tide, continue to extend and diffract, and constantly create a new way of life.

Brand needs thickness and time, and we can clearly perceive whether it is Italy brand, French brand or American tide brand. Time and thickness are essential for brands, but in the mobile Internet era, the speed of brand building is faster than that of the original. Soon, a brand can be built, and the establishment of these brands is more than you can imagine. Whether it is trembling or many brands built by Taobao, its sales volume and brand influence are very high, so in fact, you can find clear brand positioning and crowd circles. You can easily reach their inner products and contents, and the time of brand building will be shorter. We must never say in a high voice that I tell you how to educate young people. It should be a parallel relationship. We are equal. We do not need to educate them. We are more likely to let them participate in our brand, voice for our brand, and they will even become the best communicators and spokesmen of our brands. Therefore, in this era of fragmentation, dispersed traffic and dispersed channels, there is no single way to play or a game to be successful. This is also a reflection of brand making.

In brand communication, we have to find each other again. Just now, it is very important to say that the user agrees with the value. If he breaks up the value direction of the brand, the user will leave you. Our company is also playing a few jutting numbers. If our contents take advertising attributes, the powder will be very serious. Users will be willing to stand on your platform and speak for you, because you have done a lot of content in front of you, including the persistence of brand power behind you. So I believe that in the process of brand growth, young consumers will drive and bring a wave of brand opportunities. The brand is also changing over the past two years. Although today's entire apparel industry will be somewhat affected by the economic environment, this fluctuation is a historical process. After this change, there may be more and better brands. We hope that INXX will be one of the future.

Dong Jun: Hello, everyone. I am Dong Jun, Eve brand of MM, and we are a woman dress brand. Liu Kun can speak very well in front of us. Neither Shaozhu and Semir have anything to say. But we are doing women's clothing, but also have some of their own characteristics. We put forward a concept called "Z generation", which is also a content I mentioned in the Chinese brand chain conference.

This is a brief introduction of our company. Now it's mainly about women's clothing. This year we will try to introduce a men's clothing.

This is a portrait of the Z generation. First of all, it is self enclosed and very private. I have a little nephew in 1994. Usually I go to his home, we play mahjong and chat, and he stays alone. I asked my cousin, how do I say this kid doesn't usually go out? We are also afraid of his depression. He always plays with a cell phone. I learned later that, as Liu Kun can say, his spiritual world is richer than yours. Things that satisfy his spiritual world are all kinds of social software. He wanders in and is very comfortable. He doesn't want to go out. He is not depressed at all. Instead, we choose too many faces now. Instead, we are depressed and don't know what to choose.

How to win the attention of the Z generation is very important to the brand. No matter how the marketing is done, our product will always be the first. When your product is not good enough, you will say that there are more stories and more legendary things. There is also a coffee shop in Shanghai. This coffee shop also needs to line up. We thought it was done by a catering group. Actually, it was not. The couple had no fashion at all. They could make a very hot coffee shop. In Shenzhen, there is a very popular restaurant brand tea, which is created after 90. Brand should be the focus of Z generation. Your commodity power is very important. They are not only for fun, but also for things that are worth more than money.

This is what our company has been trying to integrate into the past two years, because we used to make costumes only. We thought that we should sell the products well, at the very least, we should take a discount with the department stores and do some marketing and sales promotion activities. At that time, the marketing and sales promotion activities seemed to be very low-grade, that is, how much they would be reduced. So we also did a lot of film and television drama implantation, IP cross-border and marketing cooperation, as well as star and supermodel short-term burst point traffic, which is mainly for e-commerce platform services.

Over the past few years, we have seen the success of film and television drama implantation. We made several plays, the first one is "Sansheng III ten li peach blossom", and the most joyful Ode to the industry. At that time, we also picked up a treasure. Their group was looking for implant workers everywhere. Many people didn't want to do it. Later, they found us. We went to cooperate with them. The scenes of people wearing clothes were very consistent with the scenes that need to be deduced by our company's brand, and each brand found its target audience, and the play was also very popular. In addition, Chen Yao's starring "pretty good", almost all of her clothes are MM Mai brand, so after the broadcast, MM Mai lemon sales rose sharply. Now we watch movies and TV dramas, which are rarely seen from TV, mainly through mobile Internet, with iPaD in hand. When cooking, they will see and wash clothes. Now I see everyone playing cell phones in the subway, not watching headlines or watching movies and TV plays. The implantation of these films and TV plays is a great marketing tool for women's clothing category. The investment in this area is actually not big, which is much cheaper than asking a star to endorse, because you and he are profit sharing, you don't need to invest a lot at first, but you must find something about your brand appeal. What is your brand originally deductive, you have to find the role of this suitable drama group to deduce it for you.

Our brand has done some cross-border cooperation in IP, which has been successful and unsuccessful. The relative success is that we made angry birds for our brand at that time, and the style of cooperation between Eve and the Imperial Palace, which also had a fever. This year we also cooperate with Disney and many other brands. I think that all kinds of IP cross-border cooperation is very good, but first of all, we need to build your own product strength. The second is that every IP has its own heat and time. If you want to sign a contract with him, you can make the story more complete later on, which is to maximize the effect of the IP activity. You can't just say one point and do it without spreading it. For example, if we cooperate with Disney, we will eventually build our own brand into a IP through the traffic cooperation of Disney IP.

This is the MM Mai brand, which has done many cross-border cooperation in different industries in the past two years. Now there are too many clothing brands, and everyone is complaining about the difficult business of clothing. Li Nan of Longhu asked me in Shanghai that day. What do you think of this year's clothing market? At that time, we were having a meal. I said, you see that 10 people in the restaurant here do not have the same clothes, which means good deeds. If 5 of these 10 people wear the same clothes, the clothing of this era is hard to make. Everyone needs so much, we should not be difficult to make clothes. It's hard for you to do it yourself. You don't change according to customers. You can't do it. You only want to eat old ones.

Why is MM lemon now relatively successful? We did the activities of worship and yellow cars at that time, because we found that our guests were general office workers who chose the last mile after they got down the subway. And many young people go out to play. They like to ride together in Hangzhou. Especially in such a city of West Lake, riding a ride on the edge of the city is very comfortable, so we launched a cross-border marketing campaign with the city.

We have also worked with Lele tea, which may not be familiar in Shenzhen, but in eastern China, it is more popular than tea. We have done two seasons of cooperation. The result is very good. This year, we made deep cooperation and launched a joint name. This joint name is also learning the U T of UNIQLO, which is to do all kinds of joint names. The price is relatively low and the quality is good, that is, it detonated a point.

We made the cooperation between superstars and superstars, and it took a lot of money to get great benefits. Now the star brokerage companies are also changing. They are also piecemeal. If they take one out alone, they will sign millions of contracts at once, and few companies sign, so they disperse all kinds of activities of stars, and the price can be accepted by others. Sometimes you sign a star, and you do a few activities under the line, you do not need so much, because every activity besides star fees, the greater cost is in other aspects. So some things are not known, brokers are also smart, and now they are completely broken up, just like buffet, they choose by themselves.

This is the first implantation of our program, called the new clothes of the goddess. When the program found us, we were also at a loss. Many enterprises did not know how to do this variety show, which was the first season in 2014. I don't know if anyone here has seen it. This program is very hot. I had a show in the first season. At that time, I also tasted the taste of being a little star. I went to Hongqiao railway station for a business trip. A security inspector saw me and said you were the man in the new clothes of the goddess. I said you made a mistake. This program is the first show of variety show, which is a new change in the era of a variety show. Now all kinds of media activities become very fast. The first season of the goddess's new clothes is very popular. The second season is OK, but no one has seen it in the third season. Like the good voice of China, there are so many sessions now. I believe that the first two years of this year are still waiting for the summer holidays to catch up with the national day. And now I watch the TV play on the Internet, I also like to use the speed of the double speed, the disliked person, the role which does not like, twice the speed, 3 times broadcast in the past, moreover we basically see the Barrage now, now the director is also very difficult, moreover let us make the clothing.

Eve Li provided the costumes for "Ode to joy" and "ten generations of peach blossom".

What should we do to make the brand now? I don't think marketing can be done in the office, except for goods. At the meeting of the China Chain Store Association, I put forward that our future parallel forum will sit next to us. It is not always our industry. We are going to open our own meeting. We should let consumers participate in it. We can organize a dialogue between consumers and us, let him know what we are doing and what we are planning. This is what the Chinese chain store association and the China clothing association should consider as a management organization. I have always asked for our brand and marketing department. MM brand is not made, clothes can be made by everyone, the supply chain is not so mysterious, and the head is everything. I have always said that the brand is played out, this play is to drive our customers to participate in, let him know your brand culture. If you do it yourself, all kinds of marketing programs you think of are divorced from their real life, without a scenario, without their way of life to deduce, this marketing activity has no meaning.

The theme of our activity in 2017 was called "confession". It was our first store in Shanghai. It was in May 1st in the city of Mei Luo. We said that we should do a quick activity. They said that I should take a name. We used white shirts as the theme, all kinds of white shirts, and there were so many designs. I just wanted to extend this activity to 520. I said the name was "confession", with parents and children's confession, children's and father's confession, lovers' confession, and the relationship between colleagues and colleagues. We provide a white cloth bag, do not promote the promotion of category in the venue, do the promotion of brand culture, let users paint what they want to declare in the white cloth bag, and then take away, the effect is very good, people of all ages and all kinds of relationships have to confess, some words can not come out, draw it out. It's like we have something to say with our loved ones, write a few sentences, or send a text message.

In 2018, we did an activity called "single reading". This is our cooperation with a stationery brand in Denmark. In 2019, the theme of our brand marketing flash is called "state". Why do we need to take this name? It's your state. We are going to show you all the year round. We want to let users enter this brand, brand and small and play together, this is the brand.

Basically, what I want to say is this. Just now, Liu Kun can speak very well. We are in Hangzhou with INXX company. I have a lot of communication with their other partners. I am a 70, in the company, any decision I make after 90, this is very important. When they want to sign for my copywriting, I can see it on the side, I will see it more, because it is a traditional thing, not that it is not good, I want to consider whether this thing is suitable for us now, is it suitable for our consumers, when they take a copy, I can not understand, I did not hesitate to implement, basically the result is right, this is my experience for everyone. On that day, I was looking at the headlines, Huang academician, the first generation of nuclear submarine commended by the state. When he was the chief designer, he was just 30, and took a group of people to be the first generation of China's nuclear submarines. He said at the time he thought it was wrong, but then he was young and had no worries. He said that if I were to be the chief designer at that age, it would be totally impossible at that time, because your experience would definitely stop you from thinking about that. I am also the same now, the decision of things, after 90 to show me, our company's marketing department director is in 1993, many programs are they do, when he showed me, I see and put it on the edge, I do not understand, do not hesitate to carry out, and finally is exactly the right, so boldly let go.

In addition, I hope that the brand can also do cross-border cooperation, rather than forming a barrier. After the launch of MM Mai lemon, there are many similar brands launched in recent years. We feel that this method is very good, and also follow suit. After several meetings, I met them. I suggested that we are a competitive brand. Next year our flash activities will be done by our two competing brands. Anyway, I will not compete. We do not necessarily cross the border to other industries, which sometimes has a little risk. In fact, we find a suitable menswear company, even we and INXX can cross everything. I wanted to do it with the crow, and their boss thought it was good. MM lemon is very elegant, the crow is very exaggerated, this is a strong contrast, you can attract customers, if I also do with a plain brand, this is not called cross-border, the so-called crossover must have a burst point in it. That day there is another brand of beef hotpot called Zuo Ting right hospital, and I want to cross the border with me. I was muddled. I said, how do you cook beef chafing dish? I can't think of anything. I asked our young people to think that they thought a plan very well. Their idea was like eating the same propaganda mode of the sea bottom. After seeing it, I was very happy. This is really something young people play.

Today, my sharing is here. I hope that the industry is willing to work together to cross the border. We can do it together, make a burst point, make brand awareness, and influence the consumers of our era.

Shao Feichun: Hello everyone! First of all, I would like to thank the Chinese clothing association for giving me this opportunity to make an exchange with you today. Just now Liu Zonghe and Dong Zong shared very well. The two most important words they talked about were 90 and 00, and Dong Zongjiang was more extreme. What we didn't understand is right. We can see clearly is wrong. From such a process, how should we understand the garment industry in such a constantly changing era?

I was a completely outsider of clothing 10 years ago. At that time, I was a pure Internet person. At that time, I was doing a Internet Co. In 2012, by chance, I entered Semir and began to enter the traditional clothing industry. Before I entered the clothing industry, I was impressed by the fashion industry. In fact, it was similar to fashion week. At that time, we saw that all kinds of big shows were very tall. They were very good models wearing beautiful clothes. This is my impression of the clothing industry before I entered the garment industry. After entering the clothing industry in 2012, I ran a large number of factories and ran a lot of brands. I found that the clothing industry was totally different from my original imagination. I don't know how many of you here are factories. I believe you will realize that our industry is still very bitter in clothing factories. Whether it is the management of workers or fabrics and raw materials, we will see that what we do is not much related to the tall stuff that was originally imagined in fashion. So at this time I was thinking, as a pure Internet personage, I entered the very traditional clothing industry, what should I do?

In fact, when I enter the industry, I have a very big starting point. When I was in the Internet industry, I was always thinking that the Internet brings a lot of things to traditional industries. You will find that people in the Internet industry look at traditional industries. They feel as if they are very antique. When we say two traditional words, we will think of something old, conservative and so on. Similarly, when people in traditional industries look at the Internet, they feel as if they are doing something right. But after I entered the traditional industry, I found that this may not be the case. With the development of the Internet today, even today's Tencent, Ali's flat organization and dynamic organization, all these things add up are not divorced from the management system put forward by IBM 30 years ago. It has only one thing changed, that is, the younger generation of this generation has changed, his educational level has changed, his mind has changed, so in the process, we find that the logic underlying it is interlinked. So after I entered Semir, in the past seven or eight years, I said I was doing one thing, that is, to practice a theory of the 2.5 industry.

The 2.5 industry is actually very well understood. I originally defined the Internet as the third industry. The definition of traditional industries is the real estate industry. I think I should find a joint point in the middle, which is called the 2.5 industry. After entering Semir, I started to create Semir electric business. Since 2012, Semir's sales volume has exceeded 10 billion this year. Semir electric business is very good to explain the combination point between the second industry and the third industry. I have entered a completely traditional industry from an Internet user. The combination of the two has created a Semir electricity supplier, and then formed such a business. So today I share with you the theme of a 2.5 industry practice.

We have talked about the Internet and traditional industries. I believe that in the past 5 to 10 years, we have heard too much about this. Whether we are talking about floods or wild animals, or we are going to embrace changes, all these concepts, all attempts, we must find the logic behind it, because we do not find the logic behind it. I believe that many of our traditional industries are the owners of our factories or our brands. As Han Han said, we have listened to so many Internet knowledge. We have heard so many good concepts, but we still can not do well in our own brand. Why? Because we are in many concepts, we just stay at the conceptual level, and do not see what the logic behind it is.

The whole traditional industry combined with the Internet, it changes two points. We say that any surplus value is actually a perceived value minus the total cost of the industrial chain. After the Internet comes in, it can change two points, one is to improve the perceived value. Why is the price war of household appliances easy to fight? Because its product performance is the same, compared to whose price is low. But clothes are different. We also have a T-shirt with thousands of dollars and dozens of dollars. Now there are 9 T-shirts and 9 packages of T-shirts on Taobao. In such a process, you will find that the same thing has a very great difference in perceived value. After the Internet enters clothing, it makes the perceived value change greatly. Just now Liu talked about the tide card of INXX. Why is it the tide? It is actually the expansion of things brought about by the Internet propagation. How can we make the perceived value at this time? The bigger the thing is, the greater the final surplus value will be. On the second hand, the whole industry chain in garment industry is very long. I used to think that making a dress is very simple, but after entering the industry, I found that a garment, even a very simple dress, from fabric to accessories, supply chain, dozens of processes, can eventually form a garment. It is actually quite complicated. In such a complex process, the efficiency of its industrial chain is very important. Friends from factories should know that now the factory management is still more advanced than that after UNIQLO or Nike. Most of the factory management is still in a relatively primitive stage. I believe that whether it is systematic or internal management is so, even if we see thousands of factories, its management is still in the early stage, at this time the efficiency of its entire industrial chain is very low. Including brand, its biggest injury is inventory. In the past 10 years, most of the brands that are out of question are out of stock. Let's see what is the problem of inventory. In fact, inventory is a big problem in terms of industrial chain planning and actual mismatch. Originally you want to produce 10 clothes, sell 9, and leave one. The final result is that you produce 10 pieces, sell 7 pieces, and leave 3 pieces, or even sell only 2 pieces, give birth to 8 pieces of stock, or you sell 8 clothes, but originally planned 10 clothes, actually only produced 5 clothes. So in this process, the efficiency of your industrial chain is very important. The Internet can make your whole industry chain more efficient. At the very beginning, when we did garment development, it was very difficult for us to know the real demand of a consumer before. When I first came to the clothing industry, they told me that when they asked for clothes, they asked a bunch of consumers to talk with them in a blind room. Consumers could not see us. We could see them and get consumers' information through such interviews. The result is very poor. But today, with the Internet, we want to understand the idea of any consumer. If you open a brand on Taobao, you will see hundreds of comments below. Basically, it is not so complicated. You basically know what these consumers are thinking. So at this time, I think the whole Internet brings about the remodeling of both ends of perceived value and industrial chain. Eventually, there will be a change in the relationship between enterprises and consumers. One is the change in the relationship between products and services, and the other is the relationship between upstream and downstream.

Look at it briefly.

First, changes in consumer and business management. I remember that from 2000 to 2010, the most common word in Chinese management theory was to regard customers as God. In many factories, we see "customers are God". In many brands, we also say "customers are God". At that time, this is a nonsense. How many of you really regard customers as God? Why do I serve this God well today? Actually not. In the past, when information was not equal, consumers' right to speak was very low, and his participation was very low, so consumers were God, but in fact they were false. Just like you used to be in a shop and a customer came to make trouble, you didn't care about him at all. You had no trouble in making trouble. The security guard took him away, and after an hour, my business did. But today you will find that consumers really become God. We know that if we are an electric supplier, if one of our consumers is not happy, they will put up a big character post in your shop and say, "Semir's clothes are too bad". At that time, I called security no longer available, and the consumer's comments were unacceptable. At that time, consumers really had the right to speak. So in this process, the right to acquire the surplus value of consumers will be bigger and bigger. what do you mean? Just now, Liu said that there is a lot of spelling. It is undeniable that after the whole Internet business gets up, the consumption of Chinese consumers will enjoy more and more enjoyment. Ladies and gentlemen, you really can't imagine today that you have 9 pieces of 9 packages, 19 packages of 9 packages, and 29 pieces of 9 packages on Taobao. We thought it was not good to have a lot of spells, but today it really meets the needs of a large number of people. We think that a rural or a very low level city can't buy a large screen TV. Now it has been realized. 388 or 488 will be able to buy a large screen TV. At this time, you will find that the consumer surplus value is greater, so it is more affordable from the consumer's perspective. The same amount of money online today is totally different from what it wasn't 10 years ago. When I entered the clothing industry 10 years ago, I was told that you bought a piece of clothing in the shopping mall. The price increased by 10 times. I bought a dress for 1000 yuan, the cost of it might be only 100 yuan, and the consumer was slaughtered. So at this time, I realized that the relationship between the consumer and the brand in the whole industry chain has changed a lot, and the requirements of this generation of consumers are different. The mission of Semir electric business is called "praise the life with fashion". In the past, it was hard for us to say this sentence, because at that time, whether we were rich or not, we got rich, the first thing was to buy a LV bag first and buy a Hermes belt, which means I had money and represented my fashion. Today, I don't think that after 90 or 00, he will begin to have the ability to appreciate beauty. He knows how I can get a better clothes to wear. So I think all of our colleagues in the clothing industry are very hard to say now. But when we want to fly to New York in Shanghai Pudong Airport, we feel like flying from the developed countries of the first world to the backward countries in the third world. Our hardware conditions are very good in the whole world, but what about our software? Whether it is our spiritual value or our dress, it is actually a very important manifestation of human spirit. Girls have a deeper understanding in this respect. If you dress well today and dress well, you will feel very good. If you are not dressed today, you will feel that walking on the road is not very natural. This is the spiritual needs of people from inside to outside. So though we make clothes very hard, but we are really changing the ability of this country, in fashion and soft power, so we have a word called "praise life with fashion". We can let consumers buy our clothes and make their mood better, so this time the relationship between consumers and enterprises is changing.

Second, changes in products and services. This is very easy to understand. In the past, we talked about a product that is this dress. Now this product is no longer this dress, it is so much behind the clothes.

Third, upstream and downstream reconstruction. I believe that what you hear most now is called centralization. Why can this thing become possible in the Internet era? It is because the means of communication between us have changed, so today you will find that our fabric suppliers, factories, brands, and brand related service providers can do something around the middle consumer.

This is the biggest change of the three elements under the background of the 2.5 industry.

So I just said, in the past 8 years, I am doing more practice. Our practice carrier is Semir electric business. In the Semir electricity supplier, we aim at these three kinds of changes, the first is to reshape the relationship between consumers and brands. The value of Semir's electricity supplier is to create a better life for our customers and employees. This is the values we have practiced in the past 8 years. The second is to reshape the relationship between products and services. Our mission is to praise life with fashion. The third is to reshape the relationship between upstream and downstream. Semir's vision is to become China's largest fashion content operation platform. This is what I have talked about in the past 8 years, which seems to be more theoretical. I can practice it in an enterprise, and can create it from scratch, basically based on such a value and framework.

Look at it briefly. :

first , It is to create a better life for our customers and employees. At present, the most serious problem in business management is the problem that young employees are difficult to control after 90 and 00. I strongly agree with what Mr. Tung said just now. After 90 and 00, it is really a higher level than our generation, because whether they are thinking, education or the level of energy that they contact with new things is much higher than that of our generation, so they must be in the future. Everyone wants to be difficult after 90 and 00. What should we do? To give you a simple example, our new park has just been built in the past few years. The area of the new park is about 60 thousand square meters. We have produced nearly half of the area and built an activity center similar to the staff. We have been saying that 90 years do not seem to work as hard or as hard as before. The average age of our employees is 26 years old. What do you need to solve first if you want these young people to work hard in the company? Many of them come here to work. Can he work here to feel a good life? So we took nearly half of the area to make such facilities. At that time, many people said there was no need for them. I said it must be necessary. Today, you must let employees really do this business as their own business. We must create a good life for him, and this is not on the wall. You have to practice it. When our employees move past, he can feel that the company is really creating a good life for him. So now many of our employees arrive at the company from seven or eight in the morning and work overtime at eleven to two in the evening. There are gymnasiums, reading rooms and cinemas throughout the day. He stays here all day and sleeps in the dorm at night. That is to say, we need to create value for our employees.

The same is true for customers. Before customers bought a good thing, he had eaten a dumb loss. He could only say that he would not go to you next time, but at that time he chose the noodles very small and had to go next time. But today is different. There are many choices today. You are not good. I will never come, and I would like to comment on you online. This time, great changes have taken place in our relationship.

The second is the maximization of user experience. User experience is now talking about topics like new retail and digitalization. I don't want to talk about it every time, but I can't help but say that nowadays many brands are dying in the process of doing new retail. What do you think of new retail? New retail means new ways to make consumers experience better. Last time someone told me that some of the clothing brand shops are running treadmills, so that consumers can go running in their stores when they go shopping. I say this is not neuropathy. I run to your shop to buy a piece of clothing. What am I going to do? So the logic itself is problematic. Some shops sell coffee, and now there are coffee shops in big shopping centers. Why do you run into your clothing store for coffee? These can only be acts of art, can not bring value to customers. That day, when we discussed internally, we talked about how to innovate. When a colleague said that in balbara's shop, if we put an old bookshelf and let our consumers circulate his old books in this place, you would bring more of them to you, and you would take them directly, when our colleagues also said that we should make a APP. I said later, we don't have to do anything at all. We put a bookshelf there, because books are not very valuable things, but you can't throw them away and put them in the home. It's nearly 4000 stores in the country. If we can make this thing a red dot card, we really create value for the society and create value for customers. When the next customer says I want to go to balbala store, I can bring my book away. When another kid wandered around here, he saw the books he needed, and he could take them away, which made the residual assets of the society well circulated, creating value for the society and creating value for consumers. At that time, this thing became very valuable. So the point I am expressing is that all our new retailers must stand at the value of consumers and create value for consumers in order to bring value to the brand. Just for innovation, it is death. This is a concept of user experience.

Here we see the maximization of the whole chain as we speak. Let me give you two examples. The first is Semir electric business park. Many people feel that they have done too extravagant after seeing it. We have made nearly 20 thousand party activity centers for their employees. But the cost of our park's decoration is actually the same as that of Semir's renovation in Shanghai and Wenzhou, because we have a budget and all our budgets are strictly controlled. We are actually the same cost. But why do we make something different? In fact, when I was doing the renovation of the park, I spent the most money on the best designer. As we all know, today's decoration materials are no longer a problem. We may go to some friends' homes. Maybe he is very rich. But seeing that his decoration is a rich flavor of rural entrepreneurs. He spends a lot of money that you can't feel the beauty. Actually, he doesn't pay much attention to the design. We often spend money on materials, but we don't want to spend money on design. For example, my home decoration needs to spend more than ten million to invite a designer. You may think it's not worth it. Buying a toilet 300 thousand is probably worth it. This is actually a question of philosophy. While we were in the park, we invited the best designers in design, and I participated in the whole design process. Design I spend 300 thousand, 1 million, it is a relatively fixed cost, because our design is very good, so our entire park to everyone's feeling is very good, this is actually the total cost minimum.

Including the fashion partners we are working on, we launched fashion partners in 2016. The original stars were all endorsements. From 2016, we were no longer a form of endorsement with stars, not how much money we paid him a year, but because he became a stockholder of our product line. The sale of products could be divided into two parts, and the relationship was reshaped.

Sum up my practice in Semir electric business practice. At the beginning, Semir Electric is different from many other brands. Many people will ask me the two question: Why did Semir electric business grow up so rapidly in the past 7 years? I said the first sentence, we caught up with a good era, because the past seven or eight years were the era of rapid development of China's Internet, and we grew up in a good era. Others will ask the second sentence, why is the same in a good era, some brands of electricity providers did not do it, Semir electricity providers to do it, I said the second sentence is that Semir from the beginning of the positioning of the electricity supplier is not only located in a channel, electronic business platform, I think our board of directors is still more bold, I went to Semir electric business is from scratch, after we finished, the board of Directors voted for us 300 million, then headquarters in Shanghai, I said the electricity supplier to be placed in Hangzhou. In this process, from the very beginning, the positioning is very high. I said that Semir electricity supplier is not a channel of Semir group, or a subsidiary company. Semir electric business is an engine of Semir group's strategic transformation. I think different positioning will lead to different logic behind all the things we do.

Semir electric business last year sales of 7 billion 600 million, this year will reach 10 billion, many people say that our current sales account for Semir group's 1/3, is very great, I said Semir electric business to Semir group's biggest value is definitely not this 10 billion, Semir electric business to Semir group's biggest value is in the past 8 years, the electricity supplier let the car with the Barbara brand, with new generation of consumers has maintained good interaction and communication. This is what some of our brands are not keeping up with in the process and slowly getting old. Barak and other brands make you think Semir is still a very young brand. Now I hear more and more friends around me say that Semir's clothes are different. This is also the brand of Semir. This is what we have been trying to produce over the past few years. So in this process, we have kept up with the downstream to consumers. The whole chain has undergone great changes. This is also the most I think about myself in the past 7 years, in the process of practicing such an industry. I also try to make mistakes in the process, constantly make mistakes, and constantly sum up, and then form such a thing. I hope these things can also be used for reference to our traditional clothing industry partners. In this process, Semir, bala

Finally, I want to talk about a concern for the future. For now, the Internet LED industry, such as Ali, Tencent, Didi, and so on, is the most easily transformed by Internet industry. It has reached the final stage, including the original home nail to the last proved to be a failure. Basically, the transformation of the Internet has been completed, and the rest is actually the most difficult, in fact, these traditional industries. Everyone knows how to make clothes. It's easy for us to say, but it's hard to do. One button and one thread is needed for clothing.

The most difficult thing is also our biggest opportunity. It's not like an Internet user like me can do it for six months. We have to spend a very long time. I have worked in this industry for 8 years. I still feel that I am a layman in clothes. Every time I go to see the factory, I feel very ignorant of those processes. This is something I need to accumulate, not through the Internet. This is precisely the advantage of our traditional industries. If we can digitally make the traditional industries plug in this wing, we can really take the lead in the next wave of the industrial Internet, and we can become the biggest beneficiary of the industry.

Finally, what I want to say is that we hope that all the garment industry colleagues can work together. We are doing a very tall thing. Just like what Xi said, people yearn for the pursuit of a better life. What we do is to satisfy people's yearning for a beautiful and beautiful life. We work together.