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.

我們是一個(gè)專家，但我并不是萬(wàn)能的，剛才你稱我為專家，我非常感謝，何為專家?我們?cè)谀硞€(gè)領(lǐng)域上一定是專業(yè)的，我想發(fā)揮我的專業(yè)支持這個(gè)品牌，我是市場(chǎng)品牌連鎖專家，我在這個(gè)方面捕捉品牌這個(gè)方面的不足，然后想辦法讓品牌的優(yōu)勢(shì)發(fā)揮的更好，所以在過(guò)往合作過(guò)程當(dāng)中還是跟品牌合作商一塊兒，特別我的經(jīng)驗(yàn)是什么呢?在行業(yè)中比較難合作的就是設(shè)計(jì)品牌的老板，就是設(shè)計(jì)師，比較難跟他們合作，我對(duì)設(shè)計(jì)品牌首先我應(yīng)該專注品牌設(shè)計(jì)，不應(yīng)該認(rèn)為我是營(yíng)銷專家，把我們做品牌一套強(qiáng)加給我們的設(shè)計(jì)師老板，這肯定不會(huì)有好的效果，我的責(zé)任就是想把他的設(shè)計(jì)能夠跟上市場(chǎng)，能夠通過(guò)我的推動(dòng)把這個(gè)設(shè)計(jì)讓更多的人接受，讓他的設(shè)計(jì)更有價(jià)值，這個(gè)設(shè)計(jì)我覺得還是非常有效果的。

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：有兩塊，最近做的比較多的我們作為一個(gè)橋梁讓國(guó)際品牌有效跟我們國(guó)內(nèi)品牌合作，最近一兩年，剛才我提到了因?yàn)楝F(xiàn)在更多的國(guó)外品牌有欲望想進(jìn)入中國(guó)市場(chǎng)，我們中國(guó)企業(yè)也希望能夠代理或者是跟國(guó)外品牌合作，以前大家的理解不一樣，這個(gè)機(jī)會(huì)很少，最近兩年這個(gè)機(jī)會(huì)很多了，但是在前期很多的國(guó)際品牌跟中國(guó)品牌在合作過(guò)程當(dāng)中，我們發(fā)現(xiàn)了很多不適應(yīng)，發(fā)現(xiàn)了跟國(guó)際品牌合作并不好，其中一個(gè)國(guó)際品牌管理的角色就是讓中國(guó)企業(yè)能夠更有效的跟外國(guó)品牌合作，通過(guò)一些溝通，理解，策劃，讓這個(gè)品牌能夠盡快在我們中國(guó)落地去發(fā)展，另外第二個(gè)也是我們慢慢去考慮去做的，或者是協(xié)助我們品牌進(jìn)入國(guó)際的市場(chǎng)，這個(gè)也可能是我們的一起做品牌的朋友的期望，我曾經(jīng)看到我們十二五規(guī)劃里面其中有一塊是我們中國(guó)要打造國(guó)際品牌，我相信我們

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：我想其實(shí)我們用什么方法呢是決定于我們消費(fèi)者的成熟程度，怎么說(shuō)呢，很清楚把我們服裝品牌分成三個(gè)階段的，第一個(gè)階段是什么呢，就是可能大概七八年前，十年前消費(fèi)者對(duì)于外國(guó)品牌認(rèn)識(shí)就是一個(gè)揚(yáng)名，沾國(guó)外名，我就認(rèn)為那個(gè)時(shí)候肯定是注冊(cè)一個(gè)品牌，我就開始做，再過(guò)一個(gè)階段，消費(fèi)者發(fā)現(xiàn)了并不是注冊(cè)品牌了，他更多關(guān)注這個(gè)品牌的一些內(nèi)涵，一些背景，所以這個(gè)時(shí)候真的會(huì)代理一些品牌，但是在這個(gè)代理過(guò)程當(dāng)中我們可能只是代理他的名字，但是很多的操作模式依然還是我們這個(gè)本土模式在操作，沒有帶一點(diǎn)品牌的影子，當(dāng)然還是能夠接受，有一些洋人來(lái)演講可以接受了，甚至這個(gè)品牌在外國(guó)有了可以接受了，我想最近幾年中國(guó)消費(fèi)者嘗試著走，他真的知道什么品牌是外國(guó)的，外國(guó)品牌應(yīng)該是什么樣的，他已經(jīng)能夠感受模式設(shè)計(jì)，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：我想我們中國(guó)的品牌未來(lái)發(fā)展?jié)摿σ廊皇亲畲蟮?，我們?duì)品牌的要求也越來(lái)越高，原因是什么呢，原因是我們中國(guó)的消費(fèi)者是比以前更加的成熟，而且我們外來(lái)競(jìng)爭(zhēng)也是越來(lái)越多，下一個(gè)階段品牌要成功的話，真的不能夠光是靠一個(gè)點(diǎn)子，一個(gè)表演或者是一個(gè)活動(dòng)，就指望這個(gè)品牌能夠做得非常成功，第二個(gè)觀點(diǎn)是什么呢，做品牌的時(shí)間，因?yàn)閯偛盼乙部吹搅诉@次展覽會(huì)看到很多新的品牌出現(xiàn)了，有一個(gè)這樣的看法是什么呢?如果你真的要做一個(gè)品牌的話，不是短期能夠成功的項(xiàng)目，過(guò)往可能十年前你做品牌不要半年一年你就能夠看到成果，但是現(xiàn)在做品牌兩三年的時(shí)間才能初步看到效果，這個(gè)是我們市場(chǎng)慢慢成熟的原因，而且你打算做品牌，或者你是新品牌的話，我會(huì)建議你計(jì)劃準(zhǔn)備時(shí)間越長(zhǎng)，你的品牌未來(lái)生命力越長(zhǎng)，如果我們的計(jì)劃準(zhǔn)備時(shí)間越

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.