CHIC2011: Exclusive Interview With Professor Wang Xiangsheng, International Fashion Brand Development Management Center

We are in 2011.

Host: perhaps they want to retain a more complete system including their own craft and culture?

Wang Xiangsheng: Yes, I want to stand on our position that China's market is very large and its sales are very high, but they know about this matter during their contact with them. They also appreciate our Chinese market, but you can imagine that they have already lived well in the local area, and they already have a certain degree of acceptance in the local market. They really do not need to risk their brands decades of brand names. Once a Frenchman told me that I really did not want to own their brands in their own hands, but they really were willing to cooperate, and the introduction of these foreign brands to our Chinese enterprises, our brand has greatly improved.

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Moderator: Professor Wang, I have known you for a long time. I know you have made many plans for many brands, and have achieved very great results. I wonder if you have any secrets.

Let me share with you, first of all, I would like to take every brand as a unique case. I will not apply a method to every brand, because after all, every brand is different. In the process of guidance, I should focus on the brand leadership of our brand, because every brand can not impose my ideas on their leaders or their bosses. Third things, I think I will think more about the advantages of the brand, and find it easy. But some shortcomings can not be changed immediately. Although there are some shortcomings, I want to help a brand. I want to find the advantages of the brand and give him an edge. Wang Xiangsheng: the secret is not ready, but there are some.

我们是一个专家，但我并不是万能的，刚才你称我为专家，我非常感谢，何为专家?我们在某个领域上一定是专业的，我想发挥我的专业支持这个品牌，我是市场品牌连锁专家，我在这个方面捕捉品牌这个方面的不足，然后想办法让品牌的优势发挥的更好，所以在过往合作过程当中还是跟品牌合作商一块儿，特别我的经验是什么呢?在行业中比较难合作的就是设计品牌的老板，就是设计师，比较难跟他们合作，我对设计品牌首先我应该专注品牌设计，不应该认为我是营销专家，把我们做品牌一套强加给我们的设计师老板，这肯定不会有好的效果，我的责任就是想把他的设计能够跟上市场，能够通过我的推动把这个设计让更多的人接受，让他的设计更有价值，这个设计我觉得还是非常有效果的。

Moderator: Yes, we consumers can recognize these brands?

Wang Xiangsheng: Yes, because I have told many designers that it is very simple that you design your clothes and how good your ideas are. What is my cooperation with him? Let his idea make his design concept soul through marketing, and let us understand more clearly his value through our planning, and more importantly, how to appreciate this brand.

Moderator: Professor Wang, is the international fashion brand development management a new industry in China?

　　王翔生：有两块，最近做的比较多的我们作为一个桥梁让国际品牌有效跟我们国内品牌合作，最近一两年，刚才我提到了因为现在更多的国外品牌有欲望想进入中国市场，我们中国企业也希望能够代理或者是跟国外品牌合作，以前大家的理解不一样，这个机会很少，最近两年这个机会很多了，但是在前期很多的国际品牌跟中国品牌在合作过程当中，我们发现了很多不适应，发现了跟国际品牌合作并不好，其中一个国际品牌管理的角色就是让中国企业能够更有效的跟外国品牌合作，通过一些沟通，理解，策划，让这个品牌能够尽快在我们中国落地去发展，另外第二个也是我们慢慢去考虑去做的，或者是协助我们品牌进入国际的市场，这个也可能是我们的一起做品牌的朋友的期望，我曾经看到我们十二五规划里面其中有一块是我们中国要打造国际品牌，我相信我们

In my opinion, as long as we have entered the international market in a certain foreign country, I think our website has entered the international market in English. As for us, I think it is a good opportunity to enter the international market. First of all, after entering the world, the whole world is more concerned about China. The Chinese brand has not appreciated the brand from the past, they have even appreciated our Chinese brand. The key is whether we should prepare ourselves. I want to make a joke. If we want to enter the international market, is there a department to do this thing? If we want to enter the international market, we should consider a show or whether we want to develop in the local market. We hope to do this. The clothing industry also has the opportunity to complete this standard brand area.

Moderator: Professor Wang, before you mentioned that many Chinese entrepreneurs in the clothing industry are very eager to shape and brand themselves. Do you think that the initial stage of the survival of China's clothing industry has passed?

Wang Xiangsheng: we have really passed the stage of survival. When we first entered this industry, we entrepreneurs asked me how to make the most money, how to build my market in the second stage, and the third stage is asking what brand development strategy is like. In the past two years, I began to ask how to build my brand. China is becoming a long-term brand from China's short term behavior. This is a good thing and a current {page_break}.

Host: what do you think of the prospect of the domestic clothing brand chain? What is the gap between the international fashion brand and the chain?

When I entered the Chinese market in the more than 10 year, I was also a fashion retailer. I was a retail chain expert. I had an opportunity ten years ago when I first came into contact with our clothing brand industry. At that time, I felt that our Chinese clothing brand was too good to do, because we couldn't reach the strategic management planning mode in our chain. Through so many years of industry experts, we made some concerted efforts. Indeed, we are still making progress in this respect. I still think that in terms of chain, there are still many room for further improvement. We still consider opening shop as the main business. If we want to create a chain store for every store, and build a Chinese chain brand, we still have a lot of work to do. Wang Xiangsheng: we have made progress. In the past few years, we have made progress.

Moderator: now some clothing companies like to introduce international brands for packaging. Do you think this method is desirable, is it an innovative behavior?

Wang Xiangsheng: do you think the registered brand is an international brand or an international brand?

Host: actually, there is a big difference between these two. If you are a clothing business owner, what kind of way will you choose to build your own garment industry?

　　王翔生：我想其实我们用什么方法呢是决定于我们消费者的成熟程度，怎么说呢，很清楚把我们服装品牌分成三个阶段的，第一个阶段是什么呢，就是可能大概七八年前，十年前消费者对于外国品牌认识就是一个扬名，沾国外名，我就认为那个时候肯定是注册一个品牌，我就开始做，再过一个阶段，消费者发现了并不是注册品牌了，他更多关注这个品牌的一些内涵，一些背景，所以这个时候真的会代理一些品牌，但是在这个代理过程当中我们可能只是代理他的名字，但是很多的操作模式依然还是我们这个本土模式在操作，没有带一点品牌的影子，当然还是能够接受，有一些洋人来演讲可以接受了，甚至这个品牌在外国有了可以接受了，我想最近几年中国消费者尝试着走，他真的知道什么品牌是外国的，外国品牌应该是什么样的，他已经能够感受模式设计，模式

The operation is a foreign brand. We must introduce his soul and his operation into China in order to truly cooperate with the international brand.

Moderator: Professor Wang, what kind of research achievements have you made recently, or what kind of industry view can you share with our wide users of China apparel net?

　　王翔生：我想我们中国的品牌未来发展潜力依然是最大的，我们对品牌的要求也越来越高，原因是什么呢，原因是我们中国的消费者是比以前更加的成熟，而且我们外来竞争也是越来越多，下一个阶段品牌要成功的话，真的不能够光是靠一个点子，一个表演或者是一个活动，就指望这个品牌能够做得非常成功，第二个观点是什么呢，做品牌的时间，因为刚才我也看到了这次展览会看到很多新的品牌出现了，有一个这样的看法是什么呢?如果你真的要做一个品牌的话，不是短期能够成功的项目，过往可能十年前你做品牌不要半年一年你就能够看到成果，但是现在做品牌两三年的时间才能初步看到效果，这个是我们市场慢慢成熟的原因，而且你打算做品牌，或者你是新品牌的话，我会建议你计划准备时间越长，你的品牌未来生命力越长，如果我们的计划准备时间越

To make a brand, I will give them some advice, that is, a lot of export enterprises may say that I am a garment enterprise for ten or 20 years, and I can not possibly make clothes. The problem is that they are doing clothing production, and they are not selling clothes. They are completely different concepts. So I hope they are also the simplest way to start with, that is, to understand the market first, to understand our brand retail, and then to make plans to do things, not to put money in first, and then to do some time to see the result again. This is also a way that our export enterprises like to do, which is often unsuccessful. In the past two or three years, I have given some experience and advice to export enterprises in my recent practice. Short, maybe your brand's vitality is short, including many export enterprises including Hongkong, and some non garment enterprises have already started.

Moderator: I hope that with your help, there are more and more brands going to the road of development. Dear netizens, our live broadcast is over. Thank you for your attention. Thank you, Professor Wang.