At the end of 2006, Bo Xilai, the then Minister of Commerce, once mentioned a famous "equation". Only 100 million Chinese shirts can be exchanged for 1 Boeing aircraft.

Why can 100 million shirts be sold in the old age? Why are these 100 million shirts "more than two planes"?

There are no more than two categories of electricity providers, one is channels, such as Jingdong, the other is brands, such as customers, and brands can be 100 million clothes. It is better to say, "a company has sold 100 million pieces of" all customers ". It is impressive as Zhou Chengjian sold 100 million pieces of Metersbonwe.

In 2011, when Wang Luodan and Han Han swept the Internet and offline, the power of the brand eventually turned into the order of the user. We could finally have Chinese fast fashion brands to consume.

Whether e-commerce is a channel or a brand, there are no advantages and disadvantages. Although different ways of playing, there are different ways of doing things.

Jingdong mall is very high-profile, want to be China's online WAL-MART, and even recently, Jingdong WAL-MART capital cooperation scandal.

However, even if the annual sales volume surged to 50 billion yuan, in a sense, it was just making a bridal dress for other brands, and on this platform more foreign brands.

And the success of everyone shows that the Internet gives Chinese people the opportunity to quickly build their own fast fashion brands, and consumers will not only choose UNIQLO or ZARA.

Despite the exaggerated suspicion that the competition will bring more choices and values to consumers, I choose to do my own brand clothing when you start to go back to business in Japan. You will feel proud and proud when you see someone wearing their own brand clothes. This is the sense of honor and spiritual satisfaction that a brand can bring.

To work for others, like Jingdong or Dangdang, to rip up the face of the "top worker", or to be their own boss, to sell their products? Some people may say that this is comparable, and that the channel business can form a brand.

But in addition to being an excellent channel operator, the rising e-commerce enterprises need to contribute to the rise of Chinese brands.

Xu Xiaohui, born in Hebei, graduated from the Chinese Department of Peking University, has worked as a project manager, marketing director and assistant president in YAHOO China, Jinshan software and VCG. Currently, he founded Beijing Godot Technology Co., Ltd. and served as CEO in the field of clothing B2C.