Du Yuzhou'S Interpretation Of The Necessity Of Clothing Brand Building

　　“十一五”期间，中国纺织工业协会把提高科技贡献率和品牌贡献率作为产业结构调整、产业升级的核心目标。面对“十二五”，甚至未来新的十年，这两个贡献率的提升依然是强国梦实现的重要手段。日前，中国纺织工业协会会长、中国服装协会会长杜钰洲再次重申了这两个贡献率的重要性，并将品牌建设作为重点内容进行了深入浅出的解读。 

    　　品牌本质再认识 

Producers and consumers jointly create

   　　 关键词：忠诚关系 

How to find the direction of independent brand development?

The first thing to solve is how to establish loyalty relationship with consumers.

Du Yuzhou emphasized that brand is the product of the relationship between commodity production and commodity consumption.

Production and consumption are unified. Production is not only the object of production and consumption, but also the consumption.

Production not only consumes all the elements, but also consumes and consumes the ability of individuals to develop in production.

He pointed out that consumption not only creates new needs for production, creates concepts, objects and driving forces for production, but also directly produces consumption.

Therefore, brand is a symbol of specific production and specific consumption, and each side can create each other and create itself as the other side because of their own realization.

Therefore, the brand is not created by the producers themselves, but is created cooperatively with the consumers.

Du Yuzhou said, in such a world, what is the close link between the specific production and consumption?

It's brand.

Brand is the link between specific production and specific consumption through market intermediaries. The strength of this bond is measured by loyalty built up by production and consumption. This loyalty is the foundation of brand value effect.

Wang Xiaofeng, chairman of the Shenzhen Fashion Exhibition Design Co., Ltd., has been deeply aware of the remarks made by President Du Yuzhou. When talking about the topics of the greatest concern in the future, she said, "I will focus my attention on the needs of consumers, including the present and future."

As for the relationship between design and consumption, she understands that designer brands may regard themselves as the protagonists, consumers are supporting roles, and commercial brands may regard consumers as the leading role and designers as supporting roles.

In fact, it can be combined into one.

  　　  现代设计的理念有一个重要的变化，就是消费者参加设计。 

It is a trend that consumers participate in the design, not just clothing, but also all consumer goods exist in the consumer's participation in the design.

The interactive relationship between production and consumption can be seen from the perspective of brand value. The foundation of the real driving brand equity is the intensity of the relationship between production and consumption.

"Both sides should be attracted. Like love, single love is not acceptable."

Du Yuzhou believes that the relationship between brands and consumers should be based on "loyalty" rather than just one side to attract the other party.

It can not be said that a big brand is a brand, and a small brand is not a brand.

Small brands are also made according to the four elements of quality, innovation, rapid response and social responsibility.

To serve 100 people, it is necessary to show loyalty to these 100 people. To serve 10 thousand people, 10 thousand people must be loyal.

Mutual loyalty - this is the correct value of the brand.

As a measurement of brand equity based on customers, "loyalty" reflects the strength and development ability of consumers and brands.

This is also the essence of changing the development mode of textile and garment industry, changing the mode of export growth, and taking the brand strategy.

　　　品牌环境再塑造 

Promoting the formation of benign ecological communities

 　　   关键词：品牌生态 

To support the rapid growth of independent brands, we must start with the good ecological environment of hardware, and brand ecology.

The so-called brand strategy is to start with the brand ecological environment and promote the brand community's ecosystem until the brand with high ecological value and high niche.

On the "brand ecology", Du Yuzhou used vivid examples to illustrate: on CHIC2010, the Korean Pavilion was first mobilized for 3 years after being mobilized.

After the meeting, the Korean Pavilion expressed its satisfaction that the customers who met at the exhibition were "beyond imagination" and left the atmosphere.

Therefore, their president and vice president suggested that Northeast Asia could not cultivate several world famous brands.

It seems that in addition to the Chinese people, "Asian brothers" want to change this situation is also very urgent.

What is missing?

It is not a good environment for producing "big international". If the environment is not in place, it is useless to have a good vision.

"No one is good at seeking power, but not good at others."

Du Yuzhou believes that it is far from enough to use support methods to prove the strength of the regional industry by relying on several big brands that get "national famous brand".

Just like the oasis built in Gobi, only a few big trees are pplanted, even if they are desperately watered and fertilized, they will not survive.

But if we rely on the snowmelt of Tianshan Mountains to form an oasis ecosystem, with grass, shrubs, flowers, trees, animal insects, and some people's survival and cultivation, it will form a vibrant ecosystem to adapt to the growth of all kinds of organisms.

It is better to improve growth conditions than to gain good crops.

Brand is the product of the relationship between social production and exchange. It is inseparable from the industrial ecological mechanism like "water".

The so-called "unique talent" is not spring, but the spring is full of flowers. More and more entrepreneurs also recognize the power of "group".

"Environmental impact on brand is too great."

This is the most profound feeling of Zhou Yan, President of Dalian Fashion Garments Co., Ltd. in the past year.

She said, "I used to think that this kind of audience is not a lot of brands, but more depends on their own strength, but now I realize that my own strength is too small."

She realized that a real entrepreneur can not just deal with problems within the system, but also integrate social resources.

 　　   现在做什么都讲“人气”。 

"Popularity is the ecological environment.

To create a good brand environment with one heart and one mind is just like human nature conservation.

Du Yuzhou stressed that the industrial restructuring and revitalization plan should increase public services, that is, we should give full play to the beneficial role of the government's industrial policies, mobilize the enthusiasm of the administration, associations, enterprises and all kinds of service organizations, and jointly create a good ecological environment for brand development.

In addition to the macro influences of the environment such as politics, economy, society, science, culture, nature and ecology, we should do well in the aspects of technological progress, cultural creativity, production organization, enterprise management, quality system, information technology, logistics network environment, training system, market development, communication at home and abroad, energy saving and emission reduction, and public planning and construction of industrial parks.

In addition, special attention should be paid to the technological and environmental cultural factors of brand building.

Du Yuzhou pointed out that Chinese clothing should take the road of brand power to adapt to the new cultural environment at home and abroad.

From the perspective of cultural creativity, we need to correctly handle the relationship between national culture and world multiculturalism, and correctly handle the relationship between tradition and innovation.

The first question is how to enhance the confidence of the national culture in the era of globalization and how to inherit and innovate the national cultural tradition in the era of globalization.

　　　品牌动力再强化 

Talent should be integrated and integrated with innovation.

 　　   关键词：人才机制 

The fundamental motive of implementing the famous brand strategy is to speed up the cultivation of high-quality talents in the country.

We should focus on talent strategy, especially from the talent mechanism.

To reform the talent mechanism, the prerequisite is to change our ideas, emancipate our minds and break the restrictions of traditional concepts in respect of knowledge, respect for talents and respect for labour.

Grumbach, chairman of the French High Fashion Association, mentioned in his conversation with Du Yuzhou that in the cooperation with Chinese enterprises, China has different positioning of designers and France: the design director of France is very authoritative, and the design director of China has no authority.

The reality is that there are few directors of Chinese enterprises and lack of creativity.

It is not that the products are few, but the unique style of the brand can not be seen.

It is also simple, but there is no difference between "simplicity" and "simplicity".

Many enterprises extend a lot of brands, but they do not know what personality and commonalities are.

Du Yuzhou analyzed that the Chinese Symphony Orchestra has made rapid progress because some symphony orchestras have implemented the art director system.

The art director has the highest authority to lead the pianists, violinists and solo masters, so he has a very high level symphony.

Improving the authority of design is in urgent need of high-quality design talents.

Many bosses may say, "I can't find such a person. I'm not equal to the market."

This is a common phenomenon, but we should jointly study how to create a platform that can promote new people.

Otherwise, everyone will dig up the wall and finally have nothing to dig.

This is the era of a single generation. The fashion industry is in such a good situation, and the international and domestic demand is so great that there is no follow-up force.

Just like Zhejiang impression industry Limited by Share Ltd chairman and art director should be Cui Jian said: "talent reserve and training is very important, because the development of the times is too fast, clothing enterprises in the past are relatively low threshold, from workers to enter the threshold is very low, the future should have high quality talent, is a talent in all fields.

If we want to innovate continuously, we need to have talents to do, and to internationalize, we need people to do it. "

Over the past 30 years since reform and opening up, China's economic development has undergone two pformations.

At present, the first pformation has been basically completed, that is, the pformation from planned economy to market economy, which is the pformation of the economic system.

Now it has entered the second pformation, and from resource input to innovation driven pformation, which is the pformation of development mode.

The implementation of Scientific Outlook on Development, the pformation of development mode and the shift of low cost labor input to innovation are the pformation from extensive development to scientific development, and the spirit of innovative spirit is needed to solve a series of difficulties faced by scientific development.

The first pformation is people-oriented, and the second pformation still relies on people oriented.

The difference is that the completion of the first pformation is more to play the spirit of the people's work hard, vigorously and vigorously, and quickly develop into a big manufacturing country in the world, a big exporter and a big consumer country. And the second pformation is to give play to the spirit of innovation, to dig up the creativity of human beings and create potential.

In the new era, adapting to the upgrading of national consumption structure, especially the higher material demand for clothing quality, the higher cultural pursuit of aesthetic experience, at the same time, is faced with more constraints on the pressure of cost increase and resources and environment, especially in the face of fierce competition and challenges in the external environment in the post crisis era. All these factors will become the driving force for China's garment industry to speed up its innovation and speed up its own brand building.

Only if we have a team of talented people with innovative thinking ahead, innovative ability and solid and steady innovation and practice, can we lead the whole industry to successfully accomplish the second pformation and realize the upgrading from a textile nation to a textile power.