The Watershed Of Brand Values: Cultural VS Wealth

It is undeniable that with the rapid development of the material productivity and ideology of the Chinese nation and the rise of the Chinese market and the fashionable east of China, the vigorous growth of Chinese fashion brands has come to infinite vitality.

From the most brilliant Beijing Olympic Games in history to the world design conference held in China, from the largest and splendid artistic event in Shanghai, World Expo, to the Guangzhou Asian Games, which is about to be held and won the international community's expectation.

All these have built a spotlight, charming and high-end platform for Chinese brand to show the world's material capital and cultural charm.

However, although the development of independent brands has become the conscious behavior of many Chinese clothing enterprises, but how to spread the charm of brand to the society, some enterprises are lost in the waves of business.

We can see that when "harmony" has become the mainstream of the fashion world, there are many enterprises that dress up to advocate the fight culture which is not consistent with brand spirit and product style. When men go to the brand shop to advertise their wardrobe every day, they find that the style of the shop is lost and there is no fashion choice.

Invest heavily in famous brand packaging, invest heavily in advertising bombing, do not want to spread the brand image, but ignore the discovery and performance of brand culture, although temporarily win eyeballs, but lose the true value of the brand.

An international luxury brand handbag, which is regarded as a symbol of noble status, has been bought by wealthy Chinese consumers in recent years. After flaunting its value, the owner of the brand is not excited. They find that many rich people do not understand the inherent cultural charm of the brand, and show the consumption behavior of wealth. The old customers of the original brand quietly start to abandon the brand because they do not want to associate with the "false nobility" lacking in culture.

To conquer people with wealth or to infect people with culture is the watershed of brand values.

The Shanghai world exposition, which is being exhibited in Shanghai and is being focused by the world, has become the stage for Chinese brands to compete for individuality and Jue Jinwa silver.

Unlike many competing "World Expo special clothes" and "World Expo designated goods" enterprises, Ordos donates a sculpture exhibition of Ordos, one of World Expo's permanent buildings, which is designed by internationally renowned artists and one of the permanent buildings in the Expo Axis (also known as the "extended space").

From the point of view, the advertising effect and wealth value of this sculpture are far less than the commercial reward of "World Expo senior licensed sponsors" and "World Expo special clothes". However, with the giant panda sculpture exhibition "harmony and harmony" and so on, it will be accompanied by Huang Pujiang becoming the eternal landmark of Shanghai World Expo. It opens up a brand-new visual aesthetic and insight into sculpture and architecture, and it is a mirror of perception for the audience.

What is the reason to doubt that the corporate culture and brand spirit of Erdos are not eternal?

The promotion of brand needs to disseminate a true culture to consumers.

The culture of connotation is far more conquering the heart than the vanity of wealth.

The booming of China's economy and culture has created a vast stage to show the innovative power of clothing brand.

It is to show the material wealth of enterprises, or to convey the fashion charm of brand culture. When we innovate the aesthetic form and innovate the mode of communication, we need to review our brand values.