在全球时尚产业格局深度调整与中国消费市场持续重构的双重背景下，中国服装品牌正面临从"制造出 海"到"品牌出海"的历史性机遇。 战略核心一：心智占位 以差异化概念赢得人心之战 本文基于东极定位创始人、民族品牌定位专家王博在范德安四十周年艺术展论坛上的核心洞见，系统阐 述其服务于飞鹤、猫人、玲珑轮胎、范德安、三棵树、背背佳等众多领军企业的实践智慧，提炼出中国 服装企业构建强势民族品牌的三大核心战略建议，旨在提供一套打造民族品牌的系统性方法论，助力中 国服装行业突破外资品牌势能压制，确立全球市场竞争的话语权。 时代契机 服装产业民族品牌崛起正逢其时 2025年7月13日，全球高端时尚泳装标杆品牌范德安，在上海愚园路成功举办四十周年限定艺术展。在 同期举办的高峰论坛上，范德安战略定位顾问、民族品牌定位专家王博应邀出席并发表主旨分享，深入 解读了中国服装企业在新时代打造民族品牌的战略路径。 王博指出，经过数十年发展，中国已经拥有全球最完备、最高效的服装供应链体系，并拥有规模最大、 层次最丰富的消费市场。然而，与强大的制造能力和旺盛的消费需求不相匹配的是，中国服装企业在全 球价值链中仍多处于中下游，品牌溢价与文化影响力与 ...

Core Insights - The article highlights the resilience and success of Dongji, a consulting firm specializing in brand positioning, amidst challenging market conditions faced by many companies and consulting firms [1][3][15] Group 1: Company Performance - Dongji has positioned itself as the most expensive consulting firm in China, with project fees ranging from 6 million to 9 million yuan, and a quoted price of 12 million yuan for its services [1][3] - The firm has successfully assisted well-known brands such as Feihe, Catman, and Linglong Tire, demonstrating its capability to create impactful brand concepts and growth miracles [1][3][15] - Dongji's focus on brand positioning has led to significant client successes, such as Feihe's revenue growth from 3 billion to 20 billion yuan, establishing it as a market leader [3][9] Group 2: Market Trends - The consulting industry is witnessing a trend where many firms are shifting towards comprehensive brand management, moving away from pure positioning consulting, which has made firms like Dongji particularly rare [5][6] - The demand for specialized consulting services is increasing among medium to large enterprises, as they seek expertise in specific areas rather than relying on a single firm for all needs [10][11] Group 3: Strategic Approach - Dongji emphasizes the importance of maintaining a professional focus on brand positioning, which is seen as a key differentiator in a crowded market [3][6] - The firm combines classic positioning theories with strategic insights, aiming to capture the mental high ground in the industry and promote national pride through brand development [6][15] - Dongji's philosophy of empowering clients rather than fostering dependency has resonated well with its clientele, leading to successful collaborations and enhanced brand identities [13][14] Group 4: Case Studies - In the case of Catman, Dongji advised the brand to emphasize its technological advancements, resulting in a revenue increase from 6.9 billion to 16.9 billion yuan over three years [9][10] - For the brand Beibeijia, Dongji redefined its positioning from a corrective tool to a fashionable product, aligning with the growing beauty market and enhancing its brand appeal [15]