Yu Dan: Good Clothing Is A Tacit Understanding Between A Person And A Brand.

Just now, I heard the two international experts sharing the proposal and experience of the industry. I am also very enlightened because I am a layman, because he has provided a kind of reference value system for the eyes and provided a rule. Therefore, their two statements and my own summing up are very valuable to us from four aspects.

First, he fully affirmed the development of China's garment industry in recent years and our potential in the international perspective. This is a kind of international market coordinates.

Second, from their own point of view, they have reported to you the latest developments in the world.

The standard is the rich case, and the two speakers have presented us with many rich and brilliant cases in their international perspective. Each case carries an innovative way. We can see that some of these cases may have broken the concept of our original clothing industry. He takes social responsibility as his foothold. He can take the concept of environmental protection and earn no money as his recognition system. This is what we call the so-called brand added value, and some of them sell the consumer's multiple sensory experience with the selling point of the shop. This way of thinking is refreshing for us, because he provides a variety of perspectives, so the case is more direct for us. Third

The last point is, I think, in the process of the summary of the two speakers, what is innovation? I think there is no taboo in thinking, there are rules in innovation, and true innovation means innovation under rules. It must not be a disorderly industry leader.

What is effective innovation? We have just seen the criteria for evaluating innovation, such as its operability, commercial value and attractiveness. It should provide templates for our Chinese garment industry. We introduce our own clothing system according to these four aspects and introduce our own business management. I believe this is valuable for everyone.

Just now, as the chairman of this unit, I would like to summarize the experience I heard just now.

Now I will briefly give my keynote speech about the establishment of our Chinese brand.

I would like to say that in 2010, at a grand gathering like ours, what exactly does the clothing brand mean? That is to say, why should our customers consume clothing today? I think the function of clothing today is to identify people in clothing. Clothing is actually a way of life. Clothing is a way to identify itself. People do not choose clothes in the market, but they complete self recognition in clothing.

今天这个时代，机遇越来越多，压力越来越大，人心对于自我的确认越来越迷糊，按照中国古人来讲40岁应该是不惑之年，但是那是在一个小农经济农业文明的时代，40岁的人看到自己的土地甚至快看到自己的孙子了，有生之年看得到劲头而今天我们消费服装的力量，比如说40岁，50岁，60岁这样一个强有力的消费层却是一个大获之年，因为20岁，30岁连迷惑的资格都没有，大家迷惑总归有点空闲的时间、金钱能够去看一看身边人的反差才会陷入迷惑，其实现代人的迷惑不简单在于我是选什么地方买房子，选什么样的职业跳槽，选择孩子要上学的专业，不仅仅在这些大的方面，在日常的衣食住行中，每天都在完成自我确认。

We are doing our self confirmation in the simplest way.

What kind of clothes do you choose to wear as your silent business card? When you meet people, you can play a business card to see his title, but a style of clothing and its inner quality are a silent business card. A person is gorgeous, luxurious and high-profile, or a simple, simple and low-key. First you look at the details of its clothing. One is advocating environmental protection, or advocating this kind of artificial modern. What kind of material does a person prefer, and what kind of style he likes? In fact, clothing is the best card to identify a person, that is, when people are in contact with people, clothing is a social way. For example, do you choose to be a vegetarian to participate in an environmental protection, or do you choose a low-carbon lifestyle to create a healthy lifestyle in your own potential space?

The best clothing must be carried with personal brand. The best meeting is a tacit understanding between a person and a brand with a style.

That is to say, what is the best clothing? It's not the kind of shopping in the mall that is the most expensive, the most dazzling, or the most dazzling. It's not. The best clothing is that you see someone in a crowd like you see it at the same time. You know you can be a lifelong friend. If you look at the style of a clothing store in a large boutique, it's warm and intimate, extending the concept of your mind. You never imagined it, but when you know the process, everyone will bring your clothes home.

I have been thinking that the style and the home furnishing of our house have always been what we want. Are we wearing our own clothes? We choose pluralism, so people are prone to produce value faults. We find that on some occasions, some people feel that what he advertises is a simple natural value idea, which may be advocated in another occasion.

Our media has been a value fault, our business has been hesitant, for example, the clothing industry is very good at the annual theme list, but it is a very advanced topic that you will find a series of conflicts that you will find from a business to a person to continue to progress, not to do anything, to insist on the stability of your character and the diversity of the ways of presentation.

When a person can present a firm value in such a continuous way, this value has become the belief of life. If an enterprise shows the same style and idea in its different fashion shows, such a common goal will be a true symbol of an enterprise's maturity.

In today's business Kingdom, we need the stability of the brand, and also need the vitality of the brand along with the trend of the frontier, but we must carry the values.

It points to the sphere of consumption and provides the greatest freedom and extension to these people. What is good clothing? In fact, the ultimate value of human beings in this world is nothing more than human dignity and freedom. A good clothing is able to make people feel its dignity and freedom. The dignity is that he does not suffer from the clothes. He does not have to wait on the clothes himself. For example, this fabric is very easy to wrinkle. This garment is too tight. This clothing gives you a lot of restrictions. These things will make you feel that you are waiting for the costumes, and you shine on people with a false real face. This is against humanity and can not satisfy our dignity. So I say every consumer is bringing his clothes home, every business.

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On the other hand, people need the greatest freedom. Clothing is an extension of freedom. When you enter a garment, you can complete the pformation of a role. You can not decide the length of your life, but you can decide the width of your life. Where is our width? The width is how many different roles you can play in the limited time. The role is not a historical development, sometimes it is a consensus.

I don't know whether I saw the Hollywood movie that was popular about five or six years ago. It's called Mrs. Smith. Smith and her husband are a spy killer. Do you remember Mrs. Smith? What's the beauty of it? In the morning, you can wear that elegant household dress, prepare breakfast for her husband in the morning light with an extremely warm gesture, just like the morning sun gives people a special feeling of comfort and warmth. Although their cupboards are full of weapons, when her husband goes out to the morning, you feel that she has changed into a professional dress and goes out. This is her career. Despite her career as a serial killer, she has completed her professional identity in her professional attire.

Then, in the afternoon, she may see that she changed clothes for the field army's field army to the war army, and at night she wore champagne in the elegant long distance skirt, and forgot to return at the dinner party. You think there are several possibilities in a person's life. Maybe you have done a lot of crosses when you change a few lines a day.

Life is a kind of borrowed streamer. After all, life is to be crossed. Living a life is also a way to live.

I remember when I was little when I was in school, the teacher taught us the best life is a decades old working model, but what are we going to come to this world today? It is to live as many decades as possible, and clothing will help.

Because it allows you to identify a character, so you will see a person with quality. He may hang many kinds of clothes in his office. Besides his formal dress, there may be a tennis suit or golf suit, because he can play basketball and have different shoes because he can take time off. When he is in office, when he is at leisure, he completes the role in an instant.

So why do I say that people meet themselves by clothing, because you will know where your confidence is in clothing recognition? Where is your vitality? Where is your vitality in the pition of your role? I think this is the promise that we Chinese clothing should make to the people this year. Because we have gone through a simple demand for the practical functions of clothing, such as cold or beauty. Today, clothing is becoming more and more stylized. Clothing companies are more and more advocating innovation, but they should be orderly, adhere to the inherent quality, and take people as the basis. This kind of people-oriented let us truly enter the marketing era, marketing and marketing is only one word difference, but it is the two way of production.

Promotion is a kind of selling based on fixed assets, which is not to rush to the market, not to rush to demand, to do it first, to say it again.

But what is marketing? Marketing is to sell products. We first know where the lock-in population is. We know where the market potential is. We know the trend of the future. We know how to proceed step by step. We take the phased brand plan to complete the order of production. This is a modern rational and sustainable fashion.

From the big supermarket mode to the franchised store, the so-called winner today is not a simple quantity of food, but a recognition of a logo, because the brand concept of clothing itself is a brand. The branded enterprise can make a brand name product, identify the circle on the brand, and let the consumers know themselves on the brand. The best clothing is not to let a person turn into someone else. Many people say that you look at me as a makeup. I look like a star. So I want to say that when Chinese clothing comes to today, how do we recognize the brand?

If you can be confident after wearing a suit, if you wear this dress really smart, then clothing will become part of the human body, it extends to the confidence of the heart, this is a deep respect for the heart.

What is real culture? I think there is a deficiency in our cultural concept. We think too high and do too hard. Our ideas are too complicated, and we need to talk a lot about it.

I heard just now that two international personalities gave us experience to talk about the first point of innovation. What is the standard of innovation? It is operable and operable determines whether it can realize commercial value. When commercial value is presented again, it decides whether it can attract the masses. But if we have a spokesman or chairman of a conference, we can't stop using PPT to demonstrate what the concept of my clothing carries. Then he must have failed. The simple style idea is easy to see.

所以美国人在传播学上说过了一个非常简单的传播规律，叫kiss原则，是四个单词的词头，keep stupid就是你保持着一种风格传递，那种最平面化最简约甚至有点傻傻笨笨的样子这是最明智的传播，因为被一望便知，服装店是人去消费的，享受的你可以感觉到舒适自在，但是没有人去哪里拿文凭学文化，没有人进入一个服装店先要拿起一个名片你为这个民族传承了什么，你要证明自己是谁?任何消费者没有这个义务，什么是对消费者最大的尊重?就是以最简约来识别你，这种简约包括时间，包括理解，包括你殿堂店面的那种友好，在网络上我是研究传媒的，我们传媒上有一个词叫做界面友好，就是一个网络点击进去之后你要看到能够使用，一个好的专卖店也要呈现界面友好，不距人千里之外，敞开接纳，但是这绝不意味着品质的降低，什么是好的品质。

Lao Tzu said four words, called light but not brilliant. I think this quality is very good, just because it has light and does not shine is it is not dazzling, that is to say, I understand it as a kind of modern material that kind of matte light. After polishing, it is a kind of luster with rhyme. It is always in, not light, not glittering to that extent.

For consumers, I think the best quality is the four words, which are always bright, but not brilliant, but they will not be dazzling to be despised, because consumers are allowed to come in and buy in. This is the three concentric circles that we have given in the study of brand learning. The core of the group is the core group. The group of people has locked the consumption, and then expand the circle to a loose crowd. If you enter your shop, you will become your consumers, potential consumers, the most marginal consumers, and people who have heard of this brand on the word of mouth. How do we lock these three concentric circles? So I think the brand of China is just on the road. Clothes are meant to be served by people. We will not dress up in a fashion market as an international top class gathering. It is a Oscar awards evening.