Brand, carrying "value atom" power

"To create their own brand new advantage is to improve the market an important symbol of the right to speak," the textile industry has long put forward the importance of brand building. Over the past five years, industry enterprises continue to force to brand building as the fundamental strategic development goals are more and more clear, as the China Textile Industry Federation, Sun Ruizhe pointed out that the financial manufacturing, fashion, science and technology three elements in one brand building , Is becoming China's textile industry's most important "value atom".

 The whole industry chain brand system is forming

Five years ago, talking about the brand, talk to the popular, surfaced in the minds of people must be some well-known clothing home textile brand, did not and fiber, fabric and other textile products linked. However, five years later, China's fiber trends, Ningbo Weiyi, Xin Shen and other fiber, fabric brand awareness is getting higher and higher.

In order to enhance the overall competitiveness of the "China Fiber" brand, guide the chemical fiber enterprises to focus on brand building, from 2012 onwards, China Chemical Fiber Industry Association, a number of units, innovation launched the "China fiber fashion trends release" activities. Over the past five years, the selected fiber brand of 94, of which about 50% of the enterprises in the corporate brand on the basis of the establishment of the product's own brand, and the industry has been unanimously approved and downstream and end users of the wide acclaim, such as Sheng Rainbow Group's different color yarn, Xinxiang Chemical Fiber Symphony silk, Shandong Yingli Ying Xaer, the new Mita Da Li-lun and so on.

Look at the fabric business, Ningbo Weiyi, the new Shen Group, with China International Fashion Week and other international arena, together with internationally renowned designers for many years the innovative launch of the fabric is a fashion show, and further started his own fabric brand.

Since the 18th century, the whole industry brand awareness to further improve the whole industry chain brand system is taking shape. At present, China's original clothing brand echelon basically formed, according to the China Business Information Center National large-scale retail enterprise statistics, the domestic market active domestic and foreign clothing textile brand about 4000, of which domestic brands 3500, independent brands are the main consumer market The The industry has "more than 300 well-known trademarks in China."

At the same time, the globalization of the brand enterprises to speed up the process of overseas investment in multi-regional, multi-industry and multi-form to accelerate the trend, some conditional clothing brand began to use the capital market, through mergers and acquisitions, joint ventures and equity integration of international resources. Through the 45th anniversary of the Shandong Ruyi Technology Group, has just changed its name to Shandong Ruyi Technology Fashion Group, marking the wish will be fully into the development of science and technology textile and fashion brand new journey. After years of hard work, Ruyi Group has more than 30 international well-known clothing brand, 5,000 brand clothing retail stores.

Nowadays, the brand structure of multi-party co-built by national policy support, industry coordination, enterprise cultivation management and social institution participation is basically formed. The brand value system composed of quality, innovation, rapid response, social responsibility and brand culture is widely recognized and Practice.

Brand cultivation and evaluation system is improving

At the beginning of 2016, a consumer outreach news in the country set off an uproar. In June of that year, the General Office of the State Council issued "a number of opinions on carrying out the" three products "of the consumer goods industry to create a good market environment," the deployment of consumer goods industry to increase varieties, quality, brand "three products" special action. At the same time, for the focus on their own brand development short board, approved by the State Council, since 2017, will be held every year on May 10 as "China Brand Day." From the national level, bigger and stronger Chinese brands have gained unprecedented attention.

Seven wolves show the costume design inspired by the Miao, Tibetan embroidery, passing a different fashion men.

 China Textile Industry Federation, vice president of the brand office, director of the Office of China Textile Industry Association Yang Zhaowei in the interpretation of "three products" strategy in the textile and garment industry to promote the implementation of the brand that is still the industry's short board, China is currently facing The biggest problem is the lack of strong brand, for this industry will be "three products" strategy included in the "textile industry development plan (2016 - 2020)", proposed to vigorously implement the "three products" strategy.

In fact, China Textile Industry Federation has always attached great importance to industry brand building. As early as 2011, the industry put forward to create its own brand new advantages, improve the market right to speak, and in that year set up the China Textile and Apparel Brand Strategy Promotion Committee and the China Textile Industry Federation brand office, from 2012 to date, Published "China Textile Industry Brand Development Report", summed up the new trend of textile and apparel brand development, new trends, and for the next step in the development of the direction and recommendations to lead the textile and garment industry brand building a lot of strong exploration.

In order to cultivate a group of strong market influence and international competitiveness of the advantages of clothing textile brand enterprises, from 2012 onwards, the Ministry of Industry and Information Technology joint China Textile Industry Federation in the garment textile industry to carry out self-brand building investigation work, Continue to tap the ability to absorb innovation, with the development of vitality and potential advantages of the brand. Has identified 120 "focus on tracking the cultivation of clothing textile independent brand enterprises." According to the 120 clothing home textiles own brand business data show that in terms of operating performance, these textile and garment enterprises in 2016 the main income reached an average of 2 billion yuan, an increase of 5.6%, the average profit margin of 11.07%, far superior to the industry Average.

Over the past five years, a total of 50 textile and garment brands to obtain the Ministry of Industry and Information Technology issued by the brand training model of the title. By the Ministry of Industry and Information Technology, China Textile Industry Federation, China Garment Association and other agencies that issued the "2016 textile and apparel brand value of the top 50", there are six companies with annual sales of more than 10 billion yuan. For two consecutive years, the value of 23 corporate brands increased by an average of 26.3%, 8 companies more than 50%. From these aspects can also be seen, the brand enterprises in the transformation and upgrading of the effectiveness of significant.

Brand development closer to the market

In recent years, China's textile industry brand and scientific and technological innovation are more and more closely linked. On the one hand, enterprises in the scientific research on the investment gradually increased; the other hand, the intelligence is still the current and future for a long period of important direction of scientific and technological progress, some traditional garment enterprises began to explore intelligent transformation. Red Collar Group in the intelligent road on the successful transformation, but also formed a unique model, with 150% annual profit growth shocked the entire garment industry. And all this thanks to the founder Zhang agent with information technology to solve the suit custom large-scale production problems.

In the process of exploring the model innovation, the industry brand not only increased the demand for consumer research, but also on the basis of the development of Internet technology to explore more possibilities. Brand for the sharing of economic, social and economic, IP cross-border cooperation and other models have explored the results show. For example, Luo Lai, Fu Anna and other textile enterprises to the concept of home, the product from a simple home textile products extended to furniture, home, furnishings and other fields, broaden the consumer concerns.

In the operation of the capital market, the development of industry brands the same wind and water. In addition, with the new three board business to accelerate the advance, companies began to choose the new three board as a fast way to dock the capital market, landing the enthusiasm of the new board increased. Enterprise mergers and acquisitions are increasingly active, and promote the optimization of brand resources and internationalization. At the same time, the brand's cross-border business has become the norm, changing the corporate brand connotation and extension.