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Zhuang Wei Tells How To See Chinese Elements In An International Perspective.

2010/12/18 11:16:00 57

Text: Zhuang Wei, chairman of Shanshan stock company

From the development of Shanshan for many years, it is our insistence on brand strategy that makes us very simple from the past.

Garment processing

The factory is now a diversified enterprise and a relatively large enterprise in China.

In this process, we really taste the sweetness of brand creation.

20 years ago, the founder of Shanshan introduced the brand strategy of Chinese clothing for the first time in China.

At that time, China had just stepped out of the shortage economy, and many consumers already had higher spiritual aspirations when they met their basic functional requirements. Sugi Sugichi put forward the brand strategy and achieved great success.

After 2000, it changed again.

at that time

Chinese fir

The core brand has changed from direct to franchised. In 2000, the practice of multi brand internationalization was put forward.

In fact, Shanshan now runs many brands in Italy, France, Korea and other countries.

If you insist on this way, you will get a lot of opportunities.

At the same time, our brand extension extends not only to the clothing industry, but also to the industries outside the industry. This is our expansion space.

The most important point of the success of the brand is to seize the potential demand in the specific market environment at that time, which is beyond the demand for clothes, which is the pursuit of famous brand.

At that time, the first feeling of fir was the famous brand in China, followed by the products with high quality, and the fashion sense.

At that time, Shan Shan once occupied a very high market share, which was mainly in the specific market environment at that time, and we found out the potential demand.

After 2000, Shanshan gradually moved towards multi brand internationalization, which made our reputation more and more high. At the time, clothing began to pursue differentiation and individuation. Single brand needs to be supported by multiple brands and develop together.

Shanshan timely stepped out of this step, forming the influence of brand extension.

So how can Chinese brands become international brands? There is a long way to go to achieve this.

It is often seen that there are many Chinese characteristics there, but it always stays in a very small consumer group.

For example, Tongrentang has developed in North America, but most of the consumer groups remain in the Chinese community.

In the past, we always said that to have Chinese characteristics, the nation is the world, from a certain point of view, this has some reason.

However, the biggest challenge to be an international brand is how to extract the cultural accumulation that is recognized by the whole world from the Chinese characteristics. This is the most important thing.