What is the brand heritage?

Many people who come back to the West have talked about their shopping experience: Regardless of which country's big shopping malls, as long as they encounter discounts, most of the people who line up to purchase famous watches, famous jewelry and famous brand bags are Chinese. Therefore, in the eyes of Westerners, the first impression of the Chinese is: shopaholics. Some famous store owners once revealed to their Chinese friends. After the financial turmoil, if they did not rely on the support of Chinese tourists, their performance would be very bad. Some of the more than 50% of luxury store sales are earned from Chinese tourists.

Is the Chinese really a shopaholic? From a certain point of view, especially from the consumption model of travel abroad, Chinese people do have a tendency to shop first. According to statistics from the New York City Tourism Bureau, a survey conducted in recent years shows that 91% of Chinese tourists think that shopping is their first mission to New York, far more than scenic attractions, cultural reception or food tasting.

In fact, shopping in a tourist destination is a normal thing. Everyone has the habit of returning gifts in different places. But if this kind of shopping is seen as an opportunity to watch and learn, and put this experience into the attempt to create a brand, then that kind of shopping makes more sense.

Of course, the facts can not be avoided, but also make people think: China's market is so big, domestic brands are everywhere, how does not appear foreign tourists competing for the scene? How can we make the cultural characteristics and spiritual content of Chinese brands attractive at home and abroad? How to create a brand with Chinese cultural heritage?

Accelerate the integration with cultural and creative industries

After decades of development, the achievements of Chinese brands have attracted attention. However, we cannot fail to see that in the process of rapid development, we still lack our own core competitiveness. According to recent media reports, some brands are rushing to buy or lease “foreign brands” in order to “gold plate” their own products. This brand of shortcuts covers various categories such as clothing and handbags. In fact, nurturing brands is not an easy task, but this is not the best policy because brands lack the brand's own core values ​​and innovative spirit and are bound to be controlled by others. Some insiders questioned whether Chinese brands will benefit or whether they will benefit from foreign brands. It remains to be seen.

Regardless of the effectiveness of “gold plating”, it is undeniable that more and more consumers nowadays have gone from pursuing the use value of clothing to paying attention to the intrinsic value behind clothing, the cultural connotation and culture of people’s clothing brands. The demand for creativity is growing. The apparel market is no longer the time to "make money with eyes closed." Accelerating the promotion of brand cultural heritage and cultural creativity has become an inevitable trend in the transition from the garment industry to the fashion industry.

Throughout the brands that have been enduring in the market, there are brand history of decades and hundreds of years. Of course, this is not necessarily a brand with a history of competitiveness. However, this also shows that the cultural accumulation of these decades or even hundreds of years has achieved the historical connotation of the brand.

How to let the product have cultural connotation? This topic has always been mentioned. In summary, any effort made for a brand needs to be persistent and meticulous. To enhance the brand's cultural creativity, we must first agree with the culture given, and we must also have the courage to break the traditional creativity. Take the Chanel brand that the Chinese are passionate about, Chanel fashion always has an elegant, concise, and exquisite style. She is good at breaking through traditions. In the early 1940s, she successfully pushed the “five tie” ladies to simple and comfortable. The earliest modern casual wear. In addition, whether it is a sportswear with a strong male element, a two-piece tweed tweed, a costume jewelry that breaks old values, or a camellia totem with a feminine color, Chanel is often Challenge the new fashion created by the old system. In other words, the combination of brand and culture and creativity cannot be simply creative and creative. It is necessary to interpret and analyze the elements based on a full understanding of the aesthetic components contained in the elements of culture and creativity, so as to design unique apparel products. This actually requires designers to pay more attention to understanding and mastering the knowledge of the history and culture of the country and the world, as well as Chinese and foreign design history and Chinese and foreign aesthetics.

In fact, some self-owned brands have already been rich in cultural creativity. However, there are still some misunderstandings in the design of some brands, and it is reasonable to think that the elements of ancient China should be used in fashion design. In fact, this is just a misunderstanding of culture. Culture is not a tradition and it is not an ancient use. The true creative idea with cultural connotation is the fusion of the essence of extracting culture and modern demands, making it transcend time and space and natural.

Of course, the creation of a brand with international influence, non-clothing companies can complete their own efforts. This is actually related to the economic strength of the entire country and its cultural influence in the world. Western culture has been infiltrating China for a long time. Its influence on China and the world is deeply rooted. For example, from a linguistic point of view, English has undoubtedly occupied the dominant position in the world. In terms of cultural communication, Chinese language in China is no longer comparable to English. For another example, the position of Chinese universities in the world rankings is also far behind the ranks of universities in countries such as Britain and the United States. The facts such as this, in fact, reflect the importance of a country's entire cultural heritage and spiritual charm in shaping the brand.

As Professor Robert Mundell, the world brand laboratory, said, branding is both a culture and a concrete manifestation of a country’s soft power. Last year, there were a total of 26 countries in the "World Top 500 Brands" list. Judging from the distribution of the number of brands, the United States ranks first in the 231 of the top 500, while the United States is also the country with the strongest soft power; France and Japan rank second and third respectively with 44 brands and 43 brands. Obviously, the soft power of these two countries is also ranked first in the world. China has only 23 brands selected, less than the UK, and ranks fifth in parallel with Germany. This is not commensurate with the second-largest economy in the world. It also does not match the ancient great power with a history of 5,000 years. Therefore, it is recommended that the Chinese government upgrade its brand strategy to the height of its national strategy. Professor Stephen Woolgar of the Oxford School of Business at Oxford, England, believes that more than 90% of European and American citizens cannot even name a Chinese brand. This is precisely the opportunity for Chinese brands to go global. Other Asian countries and industries, such as Japanese cars and Korean electronics, have provided successful examples of global expansion. The author believes that Chinese brands have the strength to show their own spiritual charm and have the ability to win the respect and pursuit of the world's people, only to take the opportunity.

Integrity is the premise of building a brand

It is worth mentioning that it is indispensable to create brand heritage. According to relevant data surveys, 45% of companies believe that the domestic apparel industry integrity system is not perfect, many products stand up to the "foreign brand" quality standards, in fact, domestic raw materials, and the high price is serious, making the entire industry development uneven Not homogeneous.

Quality problems are common in China. For example, there have been controversial milk powder incidents in recent days. Regardless of how official officials emphasize the quality of domestic milk powder, people's confidence in milk powder quality standards is still insufficient. It's really freezing, not a cold day. For the time being, regardless of the milk powder incident, there are not a few companies that have made brands because of quality problems. Imagine that the brands that the domestic people do not believe can make foreigners scramble to buy? It is undeniable that the current outbreak of brand integrity crisis is related to improper monitoring and punishment by relevant government departments, but the root cause of the problem lies in the company itself. The word "good faith" is not only an article written on the surface, but it is an actual action that is actually engraved in the connotation of the brand.

According to industry insiders, building an honest, trustworthy and socially responsible brand image is a booster for value preservation and value-added. Only the brands that are trusted by consumers can last long. Only by continuously strengthening their credit awareness, can the company earnestly and sincerely believe in others, and strictly implement production, sales, communication and service in order to obtain consumption. The trust and loyalty of the person. Brand equity consists of five parts: brand awareness, brand awareness, brand association, brand loyalty, and other brand-specific assets. Among them, reputation, awareness, association, and loyalty are based on consumer evaluation indicators. Integrity management has enhanced the effectiveness of these four aspects, thereby promoting the brand to achieve value-added goals.

All in all, as some experts put it, creating a brand with international influence will require a long period of time. It requires not only the entire international and domestic environment, but also fundamentally needs the technology and brand with core competitiveness. Spirit, high-end design talents, professional management system and other objective factors. From the perspective of consumers, it depends on whether the brand provides value to consumers. The most important thing is to perfect China's quality chain and create honest products so that Chinese manufacturing and Chinese brands can win respect. Brands need to be refined and need to be in every possible way. To achieve an international brand requires time and patience.