Imagination Further

Two years ago, Chen Guoqiang put forward the lack of business imagination of Chinese brands, which may be the short board of Chinese brands in the retail market for a long time.

But in the past few years, under the pressure of competition upgrading, the imagination of Chinese enterprises is slowly showing.

Referring to the business imagination and creativity of Chinese clothing, we can not help but mention the Internet. This marketing channel, which emerged from PPG and Taobao from "official" and "folk" at the same time, has become the most popular clothing retail keyword in the financial crisis.

Perhaps the emergence and emergence of net sales are just in time: in the financial crisis, with the economic situation changing, more and more consumers are buying consumers, and more rational.

Therefore, they will have more self analysis on the marketing promotion activities of all kinds of clothing brands.

"We have noticed that a phenomenon has been happening: consumption is continuing, but it is just different. Now consumers are more concerned about value. They become smart Taobao people and spend their money in places most needed." at the 2009 Chinese clothing forum, He Jianxin said, "online shopping is becoming more and more important. If we can search all the prices and compare them very easily, this will enable consumers to make better decisions."

According to the data provided by him at that time, customers choose to buy products online, ranking first in costumes, and selling 266 clothes per minute on Taobao online.

"Convert 140 million clothes a year.

This is the advent of a revolution.

He Jianxin said.

And the greater significance of the Internet era is the explosion of vision and innovative thinking, which has inspired the potential of Chinese clothing's business imagination. Later, in the business world, more "revolutionary" significance appears.

More than a year ago, when Tony Stark flew into the Chinese audience wearing his red metal armor, no one would link the Hollywood blockbuster with Chinese clothing.

But when stark returned to the screen in May this year, the Chinese audience was surprised to find that Semir had come together with "Iron Man 2". Before the movie theater was broadcast, Semir advertising with movie flowers was inserted, and Semir's Logo appeared in the official website of the movie a few months ago.

At the official Chinese Premiere of Iron Man 2, Zhejiang

As for cooperation with Chinese clothing enterprises, "Fries pformed the original superhero style into a ready-made garment series".

"Great," said the famous designer who once designed costumes for many Hollywood films, such as the terminator of the devil and the 4 of the treasure army. "Semir has a lot of enthusiasm for this movie and the shape of the movie, so I also get a lot of inspiration.

Semir is interested in some designs, and let me look at these designs again, and find that they can be the inspiration for street fashion.

In contrast, these designs can actually be pformed into street wear with solid clothing.

After the cooperation, "Semir is about to produce a series of costumes inspired by black spiders and Tony Stark's clothes".

"The main message that Semir wants to convey is to extend the movie costumes to the garment design", while the film company hopes to make more ordinary people feel the fashionable charm of the movie costumes.

Qiu Qiang, President of Semir, said that Semir's cooperation with "Iron Man 2" mainly focused on the spirit shown in iron man, that is, the ordinary people can be heroes by hi-tech clothes and equipment, and this coincides with Semir's attitude of "wear what, tide me," because "we hope that the fashionable young people can become more confident and become a new themselves after wearing our clothes."

In fact, the cross-border integration of Chinese clothing culture and American film culture has appeared a year ago.

Since last April, Metersbonwe has opened Transformers area in more than 2000 stores nationwide, launching the first batch of Transformers animation products.

This stems from Metersbonwe's placement shot in the summer blockbuster blockbuster "Transformers 2".

Cooperation with Hollywood blockbusters is customary for Nike, Pepsi Cola, BMW, Samsung and other internationally renowned enterprises.

By the end of 2008, after many rounds of negotiations, the Transformers 2 producer Paramount Pictures announced that the United States had won the copyright of Transformers and became the sole brand partner of Transformers series clothing. It can use its font, logo, character and other images in clothing products.

In addition, the "Meters/bonwe" brand picture will also be implanted in the film "Transformers 2".

According to media reports, after the signing of the contract, the American Hasbro Inc, who was known to the Chinese audience for bringing Transformers toys to China 20 years ago, also proposed that Transformers toys should be sold in stores in the United States.

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And the United States may be more direct harvest. "The movie shows, in this wave, we take advantage of the marketing, the overall growth rate is as high as 40%", a company spokesman said, "we sold a shop in Shanghai, a week sales volume reached 10 thousand pieces, so that the average 1 minutes to sell two T-shirts, the number is very amazing."

Analysts say that from the external environment, the economic downturn caused by the global financial crisis has brought some negative effects to Chinese garment enterprises. Stimulating demand has become a common problem faced by enterprises. At the same time, with the expansion of international clothing in the domestic market as far as possible, the original marketing mode has gradually lost its power; the homogenization of Chinese brand development is very serious, and the brand lacks core competitiveness, especially in terms of brand bargaining power and foreign brands.

Such as the United States, Semir and other Chinese brands to bridge these gaps, try to cooperate with different carriers and cultures. This is a great step forward for Chinese clothing business intelligence.