Enterprises Invested Heavily In Cultural Fields To Boost Brand Building In The Past Century

When more and more clothing companies take out brand marketing tools to expand, the Quanzhou fashion industry, which has been leading the leisure and fashion industry, has entered a higher stage of exploration. It has begun to adopt cultural marketing tools to create a century oriented brand to the world.

Recently, Quanzhou clothing brands such as Qipai, Qipai and Li Lang have invested huge amounts of money in the cultural field, creating excellent corporate culture and shaping the core competitiveness of competing with international brands.

A few days ago, the Qipai group of Fujian decided to invest 5 million yuan in the first phase, and jointly set up the "Qipai group intangible cultural heritage protection and development fund" with the Academy of Fine Arts and the China Fashion Designers Association of Tsinghua University.

Qipai will also launch a Chinese original fashion festival in Beijing on the eve of the Olympic Games.

At that time, the top designers in China will be gathered to show their original costume design with the theme of national culture.

At the same time, renowned scholars Feng Jicai, ten best designer Wu Xuekai, Academy of Fine Arts President Li Dangqi of Tsinghua University and other cultural and art celebrities will also attend the venue.

In addition, the seven wolves invested 5 million yuan, jointly sponsored by the television research center of Peking University, and set up the seven wolves culture development fund of Peking University.

Zhou Shaoxiong, chairman of Fujian seven wolf industrial Limited by Share Ltd, said that cooperation with Peking University is a useful attempt to break through innovation.

The president of Peking University said that the seven wolves culture development fund of Peking University will give full play to the advantages of interdisciplinary research in Humanities and Social Sciences in Peking University, and build a better platform for academic activities, which will serve as a benchmark for China's cultural industry and fashion industry.

"Making clothes is actually doing culture.

Enterprises sell not only clothing, but taste, culture. "

Feng Jiuling, an internationally renowned trend expert, points out that the core competitiveness of clothing enterprises is the competition of technology, talent and brand from the surface, and the essence is the competition among enterprises.

Since the 80s of last century, the clothing industry in Quanzhou has launched a vigorous "brand building" campaign. The "star endorsement + advertising bombing + investment agent + franchise" mode has created a rapidly rising garment industry miracle.

After years of development, Quanzhou garment enterprises have gradually pformed from "making brand" to "doing culture".

A scholar analyzed: "seven wolves dig deeply into the group consciousness of wolf culture, take the wolf's life creed as brand culture accomplishment, convey the brand grade of the enterprise to consumers; Qipai has always been the" Chinese collar "as its fist product, which conveys the Chinese elements and has successfully molded its own characteristic brand; while using culture to run people's hearts, using team to gather wisdom, control human nature with system, and make life with brand, is the charm of the culture of the enterprise and the key factor for the success of the king.