Yang Da Jun Discusses China'S Clothing Brand Construction And International Gap

There is a big gap between the brand building and the international market. Now China is the first generation to do the big clothing, so it is normal for a brand to go through several generations.

Yang pointed out that many enterprises in Fujian, for example, are selling clothes, not making brands, because selling clothes only needs advertising and spokesmen, the construction of channels, and selling products to consumers at the fastest speed, OK is OK.

The brand is a representative of life style, a symbol of ideology and a manifestation of values.

But in China, we have no way to use social class to measure which brand represents the lifestyle of any group of people. The brand of Fujian can not represent any way of life.

At the same time, Yang Dayun said that compared with the international market, China's clothing industry is still a preliminary stage of growth. It is not mature. From the reform and opening up to the present 20 years, China's clothing industry has begun to pay attention to brand building and pay attention to the real needs of consumers from the extensive development.

For many garment enterprises have chosen to list, in the clothing industry, listing is not the best choice of development path.

"In other industries, people may have told you that financing the market is more conducive to brand development, but not necessarily in the clothing industry, such as Armani. It is a very good company but it refuses to go public, and it also does very well.

We also see that LV is a good thing to help many brands grow quickly through listing and financing.

He believes that listing is not a final conclusion for an enterprise, but it needs to be listed on a large scale because of its high homogeneity and large scale operation, because it needs capital, such as sporting goods. It is a highly homogenous industry.

What is the development stage of China's clothing industry compared with that of the international market? How big is the difference? The problem is very large. Compared with the international market, China's clothing industry is still a preliminary stage of growth. It is not mature. From the reform and opening up to the present more than 20 years, China's clothing industry has been developing from extensive development to the construction of brand and paying attention to the real demand of consumers.

The brand of the United States just now said that Anna Sui was the last one, but the fact is not exactly the same. All the brands in the United States, such as POLO, CK, including Anna Sui, were born in 70s, and all the brands were born between 1965 and 1978. The birth of the US brand also has its historical reason, because the United States after the Second World War, the second population peak period, these people from the United States after World War II rebellion, sexual liberation and so on, until the second generation began to rational regression, after the US economy has 80 years of rapid growth, these people as the brand of soil, they carried the famous brand growth of the United States, this is a specific historical condition and specific economic environment born. The most difficult point to break through is that there is a very big gap between Chinese brands, brands and consumers, and consumers' acceptance of brands, which is very different from that of western countries.

Let's turn around and say that brands like Italy, like Versace, have a hundred years of brand names. Now the brand in Italy's real fashion is Armani and tinned Kaba. These famous designers are all alive now. The birth of these brands was also born in Italy from 60s to 70s after World War II.

Let's look at France, France and Europe. The brands will be even more distant. They also have the first generation and the second generation. Their first generation, like Chanel and DIOR, has been stable in the global brand position, but their status can not be compared with Chanel and DIOR.

我们再看日本，像高田贤三等，这些设计师是在60年代诞生的，中国的服装企业要崛起，他们一定需要一个着落点，这个着落点是80年代和90年代，就跟QQ和腾讯的网民一样，因为这代人他们对时尚和对流行和对新生活，新鲜刺激的追求会给我们的品牌提供一个成长的空间，因为每代人代表着一个文化的时代，而服装是文化和时代的特别的表现，比如你看黄军装，一看就是那个时代的，你再倒退两年穿雅阁里，我们会觉得你又是领域一个样子，不管怎么样，服装是一个时代历史的痕迹，而且它是消费者所追求的，我认为中国的服装企业未来的诞生是80年代到90年代，但是80年代到90年代，这个时间中国是用多长时间才能产生像SARA，HM这样的产品，这样的机会会来临，在未来的5-10年，中国的服装品牌会因为消费者的支撑，经济环境的改善市场需求的增加，我觉得这些品牌

The future will come.

Pay great attention to brand building. Do they really make sense for brand building? In fact, many enterprises in China are selling clothes, not making brands, because selling clothes only needs advertising and spokesperson, the construction of channels, and selling products to consumers at the fastest speed. But what is the brand? Brand is a symbol of life style, a symbol of ideology, and a manifestation of values. For example, we see that POLO in the US is sold to wealthy families. After 50 years of retirement, life becomes rich and leisurely, and we see that he is all sports and leisure, which satisfies the needs of this person. Many clothing enterprises in China are aware of brand problems.

But in China, we have no way to use social class to measure which brand represents the lifestyle of any group of people. The brand of Fujian can not represent any way of life.