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经过二十年的高速发展,中国服饰行业的发展重点已经由制造产品转向打造强势品牌。品牌也有生命周期,如何让品牌保持持续增长成为21世纪品牌发展的热点话题。本期“商评”中,辅导过多家服饰品牌的资深专家王翔生博士从品牌成长的指导理念入题,强调了品牌“情商”的重要作用;而广州大学纺织服装学院的马达礼教授,则在多年研究广东地区服饰品牌发展情况的基础上,总结出了不同规模企业的发展诀窍,对品牌发展中的“智商”予以梳理。
After 20 years of rapid development, the focus of the development of China’s apparel industry has shifted from making products to creating strong brands. The brand also has a life cycle, how to make the brand continue to grow into the 21st century brand development hot topic. In this issue of “Commercial Evaluation”, Dr. Wang Xiangsheng, a senior expert counseling a number of apparel brands, exerted his guidance from the concept of brand growth, emphasizing the important role of the brand “EQ”; while the motor of Guangzhou University Textile and Apparel Institute Professor Li, based on years of research on the development of apparel brands in Guangdong, summed up the know-how of the development of enterprises of different scales and sorted out the “IQ ” in the brand development.