Du Yuzhou: Reconstruction Of World Economic Order Is The Opportunity For China's Garment Industry To Go Out.

March 27-29, Ruyi 2012 China Fashion Forum The Grand Hotel of China is held in Beijing. The theme of this forum is to build a Chinese clothing brand under the world pattern. On the morning of 28, Mr. Du Yuzhou, President of the China clothing association, delivered the keynote speech at the TED keynote speech.

President of China clothing association Du Yuzhou Sir,

　　各位中国服装，著名品牌的掌门人，今天这个论坛对我们服装行业品牌建设，是很重要的，今天上午张德江总理参观了我们博览会，看了四个男装，四个休闲装，还有七八个女装，都是中国的名牌，是我们获奖的一些品牌，从大企业，到设计师企业都有，他的感触很深，他前面参观我们服装博览会，今年特意看了我们品牌建设，一个感觉到，通过服装的变化，在北京交互那么交通部方便，那么远，他没想到有这么多人，都不是看热闹的，都是做企业的，做销售的，那么这次看中国品牌，没有时间看国外品牌，我们也给他们汇报了，国内占65%，国外占35%，而且这是法国的，意大利的，德国的，美国的都来了很多著名的品牌，都是来的一些中小企业，都是比较大的品牌，亚洲，韩国、日本、台湾地区都来了，香港也来了，国外品牌到中国以后，你像美国代表团，没 After thinking about it, the development of Chinese brands is so good. I didn't expect that we would have to work hard and be left behind without efforts.

The development of China's clothing industry is very prosperous. He said that the 1 billion 300 million of us have raised their living standards and have higher requirements for clothing. They want different lifestyles, and they want different styles, including audiences, including many people who go along with them, including people in the press. They are dressed differently. We are a big producer and a big consumer country. But the development and development of brands, though we have made achievements, we still lack the internationally famous brands. We have become a strong textile country. We must develop our brand and national brand. Now we propose to speed up brand building and quality, technology, design, management, marketing, and at the same time, we also regard social responsibility as an important part of brand building. Vice Premier Zhang Dejiang saw it and felt it.

So today's forum, we have no time to make speeches. We have reached the goal of developing China's independence. brand ，一个关键的时期，应该说中国品牌发展现在处于一个兴旺的阶段，我们上届论坛讲到，我们的品牌像雨后春笋般，不是过去想的，我们老是盯着几个大牌，我们什么时候有国际大牌，现在开始落地了，你要想有国际大牌，先要看品牌怎么生的，所以这几年，我们行业一直倡导，要研究品牌生态，昨天IPONE我们研究品牌，研究很多，我们也跟他讲，我们行业品牌是注重品牌生态，他说你这个观点是对的，我们不仅看大牌子，还要看草根企业，我们哪个不是草根起家的，除非是国有大企业转制的，但是我们大部分是草根企业发展而来，为什么我们草根企业能够成为大品牌，因为中国已经具备品牌成长的环境，我们叫生态，不仅要有大树，也有万物，也有小草，只要我们细心经营，维护一个良好的生态环境，我们自己的品牌，像中央“十二五”规划建议提出的，要具有 The core technology, large and medium-sized enterprises with independent brands will grow up and will go global. Eleven

All kinds of practical experience, our scholars summarize, entrepreneurs exchange, I think our annual brand forum, the most important thing is to constantly put the brand building into the development process of our industry, and start from the actual situation, to promote the practical brand building. The technology problem is very important. Now we see that the exhibition is called "fast fashion development culture", which is also the brand building. It aims at the middle and low consumption groups, changes rapidly, and the price is not high. We also have boutique, and also have luxury brands. Now there are not only luxury brand clothing, but also luxury brand accessories, jewelry, shoes and bags, which shows that our brand building has really entered into the understanding and adaptation of the Chinese people's lifestyle. For brands, there are all kinds of

So our brand building is, at the present time, the two largest target from the industry. The first goal is to constantly see the new expectations of Book of Songs and Chinese people of all nationalities in a better life. How do we experience this new expectation, how to communicate with consumers and communicate with the mind? That is to say, the inspiration for our brand building comes from the changes in the lifestyle of consumers and the progress of lifestyle. At the same time, we also have inspiration from technology, technological progress, globalization, and the changes brought about by our mode of production, the way of exchange, and so on, so that our brand's ecological understanding is further expanded and deepened.

　　首先，我们作为一个产业，作为一个生活消费品生产产业，我们当然要关注生活方式的改变，但是不是抽象的关注，也是一定条件的关注，这个条件，就是我们这个时代的条件，时代什么条件呢，我觉得我们要研究一下，技术生态，技术是人类自由，人类自由的一种表达方式，是人类自由意志的一种表达方式，技术呢，是人类思维创造力的一种延长，手推磨时代，产生的是封建主人、经济，和封建时代的生活方式，蒸汽动力的机械化时代，它创造了资本主义生产为主体的自由资本主义时代，也形成了资本主义时代的生活方式，现代跨国生产，现代信息化，计算机技术为中心的高新技术发展的时代，也产生了现代的文明，世界多元文化共生的时代，这是和现代技术分不开的，但是呢，确实有些传统的技术，现在还有很高的价值，但是这不是让人们恢复到过去，而 It is the traditional consciousness, traditional crafts and traditional culture excavated from the past, which play a modern value. It is a process of scaling up the development of technology, standardizing the way of restricting human production, and adjusting one another. That is to say, the development of our competition today does not fully realize the creation and development of our human freedom, so there must be some handicraft technology.

But handicraft is not to restore to the original culture, but to create a new spirit of the new era, a new atmosphere of traditional culture, which is bound to our hand-painted, hand embroidery, typesetting printing can also achieve the value of production. 我们从生产技术，到管理技术，到营销技术，这已经是人类生存方式的改变，生存空间的改变，时间的改变，概念的改变，流行趋势再也不是先在法国，再大欧洲，后来到亚洲的发达地区，然后到中国的上海北京，然后再到中国的二线城市，不是，巴黎的表演，巴黎的时装周，我们品牌，随时可以看到，我们不仅看到惊喜，更是看到为什么有今天的变化，这不仅是认识的提高，更是技术水平带来的，网络社会，那么现在我们的品牌，凡是在市场上叫得响的，具有品牌价值的物质基础就是你的材料，今天我们的品牌给张德江副总理介绍了，很多属于材料，丝和绒的绘法，化纤仿真的效果，还有很多发生民族文化的传统，而且还非常具有现代感，我们这些企业和设计师介绍的，这些介绍，这些表现，都不是特意贝壳，准备出来的，都是临场发挥的，很自然的，说明他们 Brand development is integrated into the modern technology environment. Whether it is the production process or marketing process, or how to master the consumer and how to adapt to the lifestyle of consumption, it is also a new technology. {page_break}

　　所谓预测，我去美国了解(洁西派林)品牌，很大的队伍，要了解去年金融危机刚刚走出国体，世界的变化，艺术的变化，人们对服装追求的微妙的变化，包括30年代金融危机过后，他们也研究当时服装的特点，那么就研究，这次金融危机以后可能带来的变化，因为西方国家从借债消费，改变了消费方式，到了加重理性消费，那么这个呢，就会给服装材料的选择，样式的出新，都是一个新的，包括奥巴马夫人对美国时尚的影响，都做了调查，因为奥巴马夫人在美国销售时尚方面影响很大，那么他们要到不仅是美国自己的城市，要到欧洲的中心城市，要到特别提到了，要到中国，看看中国上海，要到日本东京，来看看消费趋势的变化，因为它是全球性的连锁商业，他做出了一个八开纸，大概有两公分厚的那么一个材料，来预知一年以后，服装的变化，然后呢给他的 The design team, the head of his design team, told us that after getting the book of market prediction, he said that this is our design team's book of heaven, you have the design ability, does not mean that you can grasp the future trend, you control a lot of design language, the design thinking, but what you have done, if you can not predict, can only express itself, but our brand is to show your understanding of consumers, you communicate with consumers, you can draw a picture, clothes can not, must wear.

Here I talk about the second issue of brand, cultural ecology. Culture is a reflection of productivity, production relations and economic foundation. It is not a simple causal relationship. It has a historical factor. A historical heritage, the so-called cultural tradition, and cultural tradition are a long river of history. It develops in the process of continuous accumulation and mutual influence. Chinese culture is, of course, accumulated gradually by the Chinese nation on this land. However, in the elements of our national culture, there are a large number of multiethnic nutrition in different periods.

In the developed way of life, we can not always complain about consumers and worship foreigners. The reason is that we have not yet expressed his pursuit. You have only expressed some shortcomings in his current situation, or we simply understand the tradition. I see hand embroidery. I think this exhibition is a brand of India, which is sold in the whole world. It is a scarf. With the booth of Paris, he participated in our exhibition. With many cultures of Paris, his hand embroidery and culture are modern. When we talk about hand embroidery, we say that I am traditional. The traditional process is traditional, not traditional, almost ancient replica, no modern sense, and your handicrafts do not express the modern value. This is also culture. So far, our brand creation, in terms of cultural creation, has attached great importance to absorbing the elements of modern culture, and the developed economy is bound to have.

If you go back to the exhibition hall to see the brand of China, of course, it is full of vitality. Let's take a look at some of the old brands in Europe. Let's take a look at the brand names of several emerging Asian countries and regions. We need to say that without looking at the details, we can see that the taste is different and the flavor of the culture is different. Children's clothing is also the same. The children's clothing in France is also developing internationally. But it still feels different. All your clothes are put together, and all the clothes of a brand are put together. We need to see what your personality is and what personality is. If there is no individuality, then there is no brand, that is, your style must have a unified style.

In your product, every individual product has its own factors. We all call for national brands not to preserve the sense of national culture, but to open up the consciousness of national culture. When we talk about the brand culture ecology, we must first have national self-confidence, blindly copy others, run after others, and do not get the respect of the international community. Many of our friends have started our clothing and clothing exhibitions, and we have been engaged in forums for overseas contacts. We follow others and copy others. We feel very good. These brands abroad, he disagrees, because we feel very much like that. In that cultural circle, you know that some of you have some estrangement and distance. We say modern art, postmodern art means meaning, we speak of taste, he means meaning, meaning is not expressed directly by specific things, it is. {page_break}

　　相反，国外的大师，1993年的马兰帝诺，他在表演，他就用中国的大花被，在我们舞台上表演，他说这就是中国的文化，这就是说我们深在庐山，并不一定熟悉庐山，中国的国际化，各民族看中中国的是什么，我们也不一定特别清楚，但我们不能说，他看到了本质，中国把大花被作为衣服的话不是很多，但是这种纹样，这种色彩结构文化可以起作用，就涉及到文化的深层，我们的品牌创新，既要技术的，又要文化的，特别是艺术的，所以刚才张德江副总理特别强调几次，我们要提高设计水平，设计，我们也特别汇报我们品牌建设，注重一个产业的生态，产业链，从纤维带来的时尚创造基础，到面料织造，我们的品牌企业如果不深入到面料创新里面，你的个性难以发挥，因为大家的面料做出的个性，那是比较难的。

Three designers were brought to work in this enterprise for three days, and the sample identification was made in a mess. Finally, I decided that the product he ordered would be provided to the enterprise. Then the director of the factory gave me a look. It was also P. He made a home textile material. He said I really didn't understand it. He said there was no difference between us and the rural areas in the past. This is that we did not have a grasp of the cultural ecology. Our famous brands were all made to Europe. Let me give you an example. We have a flax mill called fan Jia in Jiangsu. It orders almost every year for international, European, American, European, such as Armani. I care about how he orders, his purchase.

But the samples from abroad are very visual impact, so we have to take the clothing brand to that enterprise and take a look. This creation must be the creation of an industry. You, a new technology, who will cheer you up, engage in technology, engage in economic activities, and engage in politics, will be inspired by the emergence of new technology, because it involves our production, involves our national strength, involves the comprehensive competitiveness, and we need to brand more, because it brings new performance.

The ecology, the industrial ecology, and the so-called ecology are not so intentional to talk about a new term, but to tell us that we should make a brand name and devote ourselves to the development of China's own brand, because it represents our nation. In the modern world, it is an ID card that is committed to the world's ethnic groups. We have many enterprises that are mass consumer brands, some of them are low income brands, some are 16 to 25 years old, and of course China is now the largest market for luxury goods, so we have a lot of commitment to luxury brands. Before that, our department leaders, our luxury goods sold abroad were very cheap, and sold very expensive in China, so the money went out. So, this technology ecology, culture. {page_break}

　　那么对这样一个现象，我们的品牌创造者，或者我们有创造奢侈品品牌的企业，怎么想呢，我想这里还是回到我们对奢侈品生活方式的深入，它的技术，它的文化，我们不知道奢侈品生活什么样，你就看看画报，奢侈品就那样的，你旧照着做，改改样子，卖不出去，这不是一个生态的问题，那么现在中国的质量是我们的基础，品牌建设的基础，类似的质量，中国制造，纺织机械，在中国上卖，人家说你要降价，因为中国制造，瑞纳总裁讲了，我瑞纳的制造在中国还压百分点，我们在同类产品不同生产企业之间，存在着很大差异，那就是说你中国制造的形象，是质量不如人家，你有几个好不行，就像我们的火腿肠，不见得所有的火腿肠都用了瘦肉精，但是一个火腿肠的分厂，加了瘦肉精，你这个火腿肠就卖不出去了，这就是品牌生态。

　　因此我们的品牌，我们行业协会提出，不仅在质量上，创新上，快速反映上你做得很好，还不够，还有一个社会责任，我们说的社会责任不仅仅是你对社会的制造，而且包括我们对劳动，对消费者，对市场秩序，对于公共义务，你的承担，你是担当者，我们大牌子，对中小牌子，对草根企业，承担的什么样的社会责任，现在是社会化的生产阶段，不可能一个品牌全包揽全部，因此就是我们的中国服装品牌，需要有一个团队的意识，不是富人俱乐部，也不是大牌子俱乐部，而是一个民族的自信，是竞争，品牌是竞争的结果我们，改革开放30年，现在品牌发展到今天这样，我们首先归功于中央确定的市场化发展方向，没有市场化，没有今天的品牌，靠政府计划，靠政府的愿望是实现不了品牌大国，那么我们就要分析，在市场化前提下，怎么样体现我们的核心价值体 It is the spirit of the age with patriotism as the core and reform and innovation as the core.

　　我希望我们的论坛，不仅对已经具备一定成就的企业产生启发，产生推动力，而且对广大的中小企业，都有一个很好的引导，我们现在的品牌企业，相当多的产品是由中小企业生产加工的，我们有没有考虑，你这个供应链，有没有品牌价值，公共服务是需要大家支持的，为了促进纺织行业由大变强，我们一方面争取国家的政策，一方面发挥行业的内生动力，围绕着科技和教育的进步，我们纺织工业的纺织机关，科技教育基金到现在已经达到了7000万，这是我们一年目前已经达到有600万这样数额的，可以奖励我们的科学进步，教育和教师，最近还有一批企业都已经承诺了，这个是国务院特批的，我们纺织行业，我最近到几个企业，在座的企业都是积极的建筑者，承担行业的社会责任，就是我们用发挥内生的动力。

To strengthen public construction, we have the possibility to set up ten basic research projects for the first time this year, so that our scientific research can be tackled to the theoretical level, and it can be transformed into real productivity faster. We won't win any projects in the past, because the development of new industries now is very loud everywhere, that is, you do not have many projects. You are the high-tech parts that are processed to computers, and all of them can be developed into new and high technology. All of them can get tens of millions of development costs. But in our industry, we need to solve material problems, solve technological problems, and solve the problems of green, low carbon and recycling. There are a lot of new technologies in it.

But it's hard for us to squeeze into that industry. I met a big brand enterprise yesterday. He also said that you reward me twenty million, and I don't want to be white, but my development depends on this development. His investment is far greater than that. According to the quantity, it is enough. Our brand is the same. The Vice Premier Zhang Dejiang visited our clothing exhibition the day before yesterday. I suggested that I should say that the government should support our public service platform construction and raise its intelligence level.

Now, our industry is doing this thing. We also hope that the progress of the industry can arouse the attention of all sectors of the state, especially the attention of banks. Every time we squeeze money, it is very difficult for our small and medium-sized enterprises. Because when the surplus is in circulation, they often run to the real estate market and run to the stock market, and when they collect money, they often receive liquidity from our production enterprises.

What does this mean? It shows that our industry is changing from strength to strength. Brand building is to promote China's textile industry, garment industry and power building to the whole society. It is of great significance to China's modern economy, and is of great significance to the development of modern Chinese culture and social harmony. It is also the most competitive industry. Then we have been supported. That is endogenous driving force. So, I hope that our clothing brand building will be able to stride forward during the "12th Five-Year" period. To 13th Five-Year, it will be 2016 to 2020. We have a large number of brands, not only the recognition of China's vast numbers of consumers, but also the recognition of the world.

　　2010年我们服装企业的规模以上是19000多户，7.9%的企业，1400多户企业，资产占全行业的8%多，销售占全行业的11%多，利润占全行业的47%，从业人数也只占行业的9%，它的附加值是哪来的，一个是技术，一个是品牌，就是我们“十一五”期间，在全行业深入人心的品牌贡献力和科技贡献力，我们在制定“十二五”规划，同样在品牌纲要上，我们同样提出来，要大批的，要有大批的示范性的企业品牌，要有一大批区域品牌，要使我们的品牌价值占到全行业附加值的一半左右，一半科技，一半品牌，这两个价值不能决然分开，但是很明显，技术都一样，产品质量都一样的企业，效应会差一倍，有的是两倍，一个企业同样的产品，出口内销，我最近分析了一下，销售产值和出口产品，我分析的结果呢，就是总体上看，我们的品牌内销产品的价格，是外销产品的2.7倍，原因 Is our brand export or too little? That's our potential. So I think we have so many brands in our forums, some of them are big brands in the country, some of them are also influential internationally. I hope you can bring the whole industry to the lead. We really need to be strong in technology, brand power, low carbon green, recycling power, and powerful people. I believe we will be able to achieve this on time, thank you.