Make Clothing Brand To Cross

　　 brand It is easier said than done to create. IB international has created a miracle of clothing brand. The brand basket model, which is the most popular in its clothing industry, has been praised by the China clothing association. It is known as the "IB phenomenon" of Shenzhen, which has successfully responded to international brands. Liu Jinping, chairman of IB International Holdings Group, said in an interview with reporters recently: "behind the brand is cultural confidence, and clothing brand also needs to cross". Culture Threshold! "

Leading fashion to cultivate local brands

Reporter: good brand is almost the dream of all enterprises. How should enterprises do it?

Liu: brand building in the field of consumer goods must be closely related to popular culture. Paris clothing can be world-famous because of its popular culture. Only those cities that can stand in the forefront of the trend can cultivate consumer brands. soil 。 The strategy of "culture based market" proposed by Shenzhen is of great significance not only for the development of cultural industry, but also for clothing, spectacles, IT, mobile phones and so on. Only in the consumer fashion can we have a strong brand in the consumer goods field of Shenzhen.

Reporter: we know that many world famous brands are processed in Shenzhen. Shenzhen How can enterprises enable domestic consumers to identify with our brands?

Liu: to make the domestic consumers agree with our brand, we need the strength of the enterprises from the details. We need to build a brand from a brand culture. Consumer trust does not come from nothing. The institutional arrangement and credit culture of enterprises are prerequisites for brand cultivation.

Reporter: internationalization is one aspect. Local brands also need to take their own characteristics. How do you view the creation of independent brands?

Liu: compared with foreign brands, we have more understanding of the market than foreign brands. advantage 。 Brand creation requires learning international experience, but it needs more bold innovation. The reason why we got the affirmation of the Ministry of commerce is that we launched the "brand basket" mode, the so-called "brand basket", and launched the 5 major brands of BUEBELLY, PULL&SHASK, KENT&CARDE and Lerario, the four major brands, namely, the formal business and the urban fashion. In just two years, the brand store has spread all over the country.

There is a place for innovative brand models.

Reporter: the manufacturing industry is becoming more and more competitive. For example, many advanced countries or regions such as the United States and Hongkong have transferred the manufacturing industry to other places. Is there any advantage for Shenzhen to make brand in the traditional manufacturing industries such as clothing?

Liu: it is not a question of superiority. It is only the advantage of brand. The manufacturing industry itself does not represent "backwardness". Brand building requires the manufacturing industry to rely on independent innovation to maintain its leading position. If only production of low value-added clothing, Shenzhen really does not have any advantages. The advantage of Shenzhen lies in designing talents and creating innovative links. Good brands combine with the domestic market, and finding new business models will make a great difference.

Reporter: how do we see the relationship between brand and market?

Liu: brand and market are not fragmented. Good brands must be accurate. market The brand that is welcomed by the market. IB opened more than more than 100 stores a year ago, and opened to 500 in two years. The most important thing is that we find the market space that foreign brands do not have. Besides quality, I think the key competition factor that influences the success or failure of China's garment industry is the channel. So we put the core market in China's two or three tier cities and find the weakest link in brand building. While establishing franchised stores, we should increase the direct battalion system, strengthen conference training, and implement standardized classification terminal operation guidance and performance appraisal system. We should do well in the best way to become the two or three tier market channel in China. I personally believe that as long as we find the market orientation and give full play to the cultural advantages of Shenzhen's creativity and design, the traditional advantageous industries represented by Shenzhen clothing are equally promising.