Focus Ability And Quantitative Change -- Ruyi 2011 China Fashion Forum Creates Noah'S Ark Of Chinese Brand

What is the brand today? What is the brand concept? How far is the Chinese brand from the world brand? What is the level of understanding of the brand? What is the application of "Internet of things", "cloud computing" and "new media" in the operation of the brand?

Facing the 2011, China Clothing market Although there is room for growth, but it is difficult to judge the market changes, which direction will the market balance be swinging? Under the existing traditional sales pattern, the emergence of new media marketing channels, the establishment of new consumption concepts and habits, and the wrestling of resources controlled by the clothing brands nowadays, we have to re-examine the market.

The construction of China's clothing brand strength should come from the new brand concept of entrepreneurs and the judgement, mastery and Transcendence of the new market mode. Therefore, how to build the brand and how to manage it? How to redistribute the value in the brand supply chain? How to explore the leading brand practice? These are urgent problems to be solved.

Focus on the present and face the future. At such an important moment, hosted by China Fashion Association, Shandong Ruyi Group Co organized, Beijing Sheng Shijia International Culture Development Co., Ltd., and also received the invitation of the "parallel 2011" Chinese clothing forum "invited by excellent entrepreneurs and the elite and masters of all sectors of society to discuss, debate and exchange the important topic of" building brand strength ". Building a new environment, practicing new relations, reaching new consensus and setting new momentum. "Ruyi 2011 China Fashion Forum" and all sides jointly build Noah's ark, a strong Chinese clothing brand.

Exploring the true meaning of brand through "capability"

In conjunction with business practices, the five most important abilities of brand building at present include: comprehensive quality, management, R & D, marketing and brand influence.

To explore the true meaning of the brand, many people of insight begin to attach importance to the "candle" function of the word "power" to the progress of the industry.

In philosophy, "force" can be defined as something that helps achieve the goal. It is a force through understanding the rule. Therefore, from the perspective of building brand strength, we need to dismantle its inner meaning. It requires the brand to have strong internal strength, to make good use of the collaboration power of public resources, to spanmit the aesthetic interest to the ultimate consumer group, and to respond to the explosive force of unexpected events and environmental changes.

After the financial crisis, China's strong position in the world economy will probably remind us of the surprising change of fashion culture discourse right, which is guided by the economic base. However, the potential law of history tells us that there is no clear boundary between quantitative change and qualitative change.

The process of spanforming all kinds of wrestling into "strength" needs a lot of forerunners. brand The real knowledge and practice. China's road to world brand building is still long. One of the common points is that there are a large number of loyal followers of brands. The brand building of Chinese enterprises may first cultivate brand loyalty with affinity.

In the new interactive relationship, the first thing is to locate the brand core value in the Chinese clothing brand's affinity. In the different era background, different market pattern and different competition environment, the development of the enterprise can not be separated from the real problems such as brand management, product positioning, product structure strategy and so on.

In 2011, Chinese costumes competed from cost competition to value competition, and brand strategy was the top priority. Brand is the core of value creation in garment industry, and system innovation is the core of value innovation. Brand innovation is not only born in the sales terminal, but also can be achieved in every link of the value chain. The brand must identify the location, segment the market, focus, specialize and pursue excellence. value chain Brand ecosystem square. At the same time, powerful brands can go to the world in a timely manner, so as to achieve a new pattern of overall upgrading and partial breakthroughs in the industry. In this respect, marketing capability is the key, integrating domestic and foreign resource channels to enhance brand value, leading marketing capabilities to R & D capabilities, creating market impact capabilities, and internal management capabilities.

Setting up brand new values and creating cultural creativity is a more urgent and arduous task. As the spirit and soul of the brand, culture comes from the in-depth understanding of the target consumers, the constant adaptation to the upgrading and change of consumption, and the continuous satisfaction of the pursuit of multicultural aesthetic experience.

In the next five or even ten years, we must build on soft power as the basic point. The new value competition begins with the change of international clothing value concept, and starts from the international thinking mode, including the analysis of brand experience, the trend of international garment industry, the market strategy of Chinese enterprises, the development of entrepreneurs and enterprises. In fact, it includes substantive issues such as brand management, product positioning, product structure strategy, and then establishing terminal mode for entrepreneurs.

Chinese brands have entered a comprehensive system construction and construction from frontiers to terminals, and the brand management is the ultimate expression of the complete industrial chain from originality, development to terminal. In order to build up the international value clothing brand, the five abilities of brand building need to be improved to the international operation ability. We can make up for the shortage quickly through exchanges with advanced international experience, and we must enhance the comprehensive ability of brand building by integrating the four aspects of quality, innovation, quick response and social responsibility.

Double line quantitative change of market and product

China's clothing market and products are in the accumulation of quantitative change. Under the catalysis of brand forging power, it will eventually bring new growth and explosive force.

Observing the world economic pattern, China's economy has become the world's second largest economy by accident. China has changed from "world factory" to "global market", and the clothing consumption market has doubled in geometric series.

It will be a great winner in the fashion industry in the future. As time goes on, over the next 5 years, China's clothing power will play a big game on the platform of China and the world's fashion forces. In the next 10 years, China's clothing culture will be on the same page with the world's mainstream culture on the world fashion platform. In 20 years, China's clothing industry will become one of the mainstream of the world, and the world's fashion industry will also have a three faced situation. The eastern fashion, the Americas fashion and Europe together constitute the three largest fashion culture in the world. After 30 years, China will have the largest international brand in the world. Our brand, culture and values will be appreciated by the world. Chen Xiaosui, a lecturer in costume design department, School of art and design, Shenzhen University, looks at China.

"China is not only the largest mass clothing consumer market, but also the most potential high-end fashion market. Fashion diversification is the stage for all kinds of fashion brands to show their charm." Focusing on the development path of reality, Professor Gu Qingliang of Donghua University proposed that China is a big market besides the world market. The former space is large, but the fluctuation is large and the competition is intense. Although the per capita base is not high, the growth of the latter is fast. Even if the domestic demand is still growing in two figures in the financial crisis, it will be a broad exercise field for the brand strategy of China's clothing industry.

It is believed that the focus of the future of Chinese clothing brands should first be placed on the mainland of China, as well as by Jiang Lei, a professor at Beijing Institute Of Fashion Technology. "Although many people have been entangled in the fact that Chinese clothing brands can not rush out of the country, I have always thought that only a large number of Chinese independent brands survive well in the domestic market. When the Chinese economy (per capita GDP) is really strong, there will naturally be top-ranking independent brands going abroad. China's market is very large, and it is not easy to do well.

Obviously, many people have captured this information. Not only foreign brands have been stationed in the Chinese market, they have opened flagship stores in China, and they have begun to fight for resources. Many domestic foreign trade enterprises are also turning around, opening up the domestic market and starting to design and brand. Their accession will make the market competition of Chinese clothing brand more intense, and many enterprises and brands may be eliminated.

At the same time, China's local brands are also accelerating their demands on international standards. Many brands have begun to build their own multi brand corps, expand their product structure, and forge their own "multi-level brand and profit contribution sequence ladder".

China's clothing market and products are in the accumulation of quantitative change. Under the catalysis of brand forging power, it will eventually bring new growth and explosive force.

Brand and power play the CFF sixteenth movement.

Building brand strength and finding the source of brand energy is undoubtedly a practical issue for Chinese brands. The dictionary says: construction, that is, the establishment of omnibearing, multi angle and deep level. Therefore, China's clothing enterprises should take the time to take the opportunity and add new initiatives to keep pace with the times and pay attention to new social values and different nourishment points on the basis of their own superior conditions. Our industry development orientation is moving towards a compound and organic direction. With the different nurturing points of technology, innovation, design, capital operation and so on, our industry will absorb more energy and splits and progress like organic organisms. These nutritious points have already played a significant role in promoting the development of the garment industry. For example, the powerful role of technological progress and capital assistance has long been shown in the process of product innovation and international market development. And these nurturing points will interact and promote each other, exchanging resources and coexisting with each other. And a good development and competition mechanism can promote the healthy growth and improvement of this industrial system.

Aiming at these new values and nurturing points, the 2011 China clothing forum has broken down into eight topics under the theme of "building brand strength": brand management and brand management; brand + cross border innovation; brand + storytelling power; brand + design productivity; brand + future power; new media marketing, new luxury and brand super power and aesthetic achievement brand under new consumerism, inviting many top experts from master of management to design master, as well as aesthetics and literary master, including: American brand management master Martin Brandt, Blue Ocean Strategy Regional Center, vice president of international market and operations Mr.

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　　Ting、臺(tái)灣著名導(dǎo)演編劇徐立功、中國(guó)香港著名設(shè)計(jì)師陳幼堅(jiān)、營(yíng)銷界泰斗盧泰宏、小智研發(fā)創(chuàng)辦人黃謙智、臺(tái)灣當(dāng)代藝術(shù)空間發(fā)展的代表性人物莊普、著名作家評(píng)論家馬國(guó)光，同時(shí)曾和服裝企業(yè)家們交流過但又感到意尤未盡的美學(xué)、國(guó)學(xué)大師辛意云和《漢聲》雜志創(chuàng)始人、設(shè)計(jì)家黃永松先生將再次蒞臨論壇現(xiàn)場(chǎng)暢談交流，更值得一提的是著名品牌“優(yōu)衣庫(kù)”(Uniqlo)的首席執(zhí)行官柳井正先生將出席本屆論壇，與時(shí)裝品牌經(jīng)營(yíng)者們一同整合各自領(lǐng)域的優(yōu)勢(shì)資源，從不同角度發(fā)現(xiàn)更多可供參考和探索的新模式新環(huán)節(jié)，集思廣益，從大家的智慧中產(chǎn)生集合效應(yīng)，整體思考構(gòu)建品牌力量，在2011年這個(gè)產(chǎn)業(yè)轉(zhuǎn)型升級(jí)的節(jié)點(diǎn)上，共同思索真正可持續(xù)發(fā)展的品牌建設(shè)體系與模式，并詳盡分析和探索構(gòu)建品牌力量的未來(lái)趨勢(shì)及核心動(dòng)力，為中國(guó)服裝品牌的發(fā)展進(jìn)行有力的探索。

To build a new environment and practice a new relationship, the league has become a new consensus and a new impetus. "Ruyi 2011 China Fashion Forum" let us work together to create a strong Noah Ark for China's clothing brand.