January 29, 2018, 2017 The annual work meeting of China's textile and apparel brand was held in Yuhang, Hangzhou. At the meeting, the brilliant speech made by Sun Ruizhe, president of China Textile Industry Federation, aroused widespread concern. The full text of the speech is as follows.
 

In the 2017 China textile and apparel brand annual working conference speech

Sun Ruizhe China Textile Industry Federation

January 29, 2018

Dear leaders, ladies and gentlemen, ladies and gentlemen,

good morning guys!

Today we co-culture of ancient city, silk house - Yuhang, to participate in the 2017 annual meeting of Chinese textile and apparel brands. At this point, on behalf of China National Textile and Apparel Council, I would like to express my gratitude to all of you for your support and efforts in the development of the industry.

China's economic development has entered a new era. The basic characteristics of China's economy have shifted from rapid growth to high-quality development. Under the new historical position, the textile and garment industry needs to achieve high-quality development. Science and technology, fashion and greenness are their own meanings. Strengthening brand building is the only way to go. How to carry out the brand building is an important issue worth pondering nowadays. With the theme of "innovation leading development and brand achievement value", this meeting is a good starting point for focusing on the important source of value for innovation and development as the first driving force and brand.

From the State Council's special campaign of launching the "Three-product Strategy" for consumer goods to the establishment of "China Brand Day," the brand work of the textile and apparel industry is being given higher-level and wider attention. The construction of the industry brand also ushered in unprecedented historical opportunities. Faced with the opportunities, industry enterprises have made gratifying achievements in brand building by further promoting product mix and capacity structure adjustment and continuously improving the supply capacity and innovation capability of products and services. In 2017, the Ministry of Industry and Information Technology released a list of 44 textile and apparel enterprises in the list of 44 brand cultivation and demonstration enterprises. Some companies made good progress in brand marketization and globalization. With the help of capital market forces, M & A, joint ventures and shareholdings have made the influence and recognition of corporate brands rising.

At present, the major social contradictions in our country have been transformed into the contradictions between the growing needs of a better life for the people and unbalanced development. This is a historical change that has a bearing on the overall situation and is also a macro environment for the industry to carry out brand work.

"People's growing need for a better life" is an important driving force for the industry in strengthening brand building. The advance of new urbanization and the increase of resident income have made our country form the largest middle-income group in the world. Increasingly rich connotation of resident consumption, consumer structure more diverse. Consumer demand for quality, experience and culture is rapidly rising. Satisfy the market demand, the formation of an effective supply, requiring enterprises must strengthen brand building.

The "uneven development of imbalances" fall into the brand work performance for the bottleneck we need to break through. There are mainly four aspects: First, the bottleneck of supply, product homogeneity tend to supply heavier, there is a mismatch between supply and demand, large-scale and effective supply deficiencies; second is the bottleneck of innovation, industry innovation results lower conversion rate, did not form well Practical ability to meet consumer demand; Third, cultural bottlenecks, industry enterprises on cultural resources development, application and promotion of the degree is not high, the consumer market training is not enough, to enhance the consumer experience, the establishment of emotional resonance, etc. to be strengthened; Fourth, the ecological Bottlenecks, infringement of intellectual property rights, fake and shoddy goods, credit sales and other individual phenomena have caused some damage to industrial ecology, market environment and industrial chain cooperation. Construction of social responsibility and credit system in the industry still need to be strengthened.

The core concern of brand building is brand value. In the new situation, on how to enhance the brand value, share the following four points:

First, optimize product quality, is to enhance the brand value of the cornerstone.

The core of brand value is product. At present, consumer demand is transformed from simple consumer demand represented by "affordable" into science and technology, fashion and green consumer demand represented by "technology content," "fashion style," and "green environmental protection." Degree, quality satisfaction, brand recognition is the direction of industry efforts. On the one hand, it is necessary to strengthen scientific and technological innovation, strengthen key common technologies and cutting-edge research and development, and improve the application of relevant achievements in products. We will continue to develop high-performance, multi-purpose, cost-effective and eco-friendly products to enhance product quality. On the other hand, it is necessary to reinforce the fashion design, promote the in-depth integration of textile technology and cultural creativity, deeply blend popular trends and lifestyles, continuously segment consumer needs and enhance product development and innovation capabilities.

Second, to promote mode innovation is to enhance the brand value of the port.

Scene economy, platform economy, shared economy, entertainment economy, extensive penetration, the new model has become an important port of brand value. Enterprises should rely on core resources to carry out model innovation. It is necessary to deepen the combination of technologies such as big data, AI and VR, fashion shows, e-commerce and tailored services to enhance the service experience and increase brand flow. We should deepen the cooperation between social media applications and IP and cultivate consumer groups to enhance brand stickiness. To deepen the intelligent manufacturing, promote intelligent production and operation, development of intelligent products and services, the development of C2B, sharing economy and other modes, the formation of a platform brand.

Third, establish cultural self-confidence, is to enhance the source of brand value.

To clarify the brand positioning, corporate culture as the starting point, on the one hand pay attention to the excavation, research and application of traditional cultural elements, to achieve the interaction between traditional culture and contemporary fashion, ethnic culture and the popular trend; on the other hand, Sub-culture and other sub-cultural values, advocate the correct value orientation and aesthetic taste; continue to enrich product categories, enhance the product's cultural value, aesthetic value, market value, cultural confidence to build a fashion discourse.

Fourth, to deepen social responsibility is to enhance the brand value of the roots.

No responsibility is no brand, responsibility is more valuable. "People's Republic of China Environmental Protection Tax Law" into effect, the national carbon emissions trading system started, the permit system for sewage began to promote the country. Recent events have shown that asset-liability has entered the fast track. To adapt to the new changes, enterprises should deepen the people-based responsibilities, environmental responsibilities and market responsibilities, continuously enrich the tools and methods of corporate social responsibility, and continuously explore the value and intension of corporate social responsibility. Integrate social responsibility into the development strategy and brand building of enterprises Establish a responsible R & D system, procurement system, production system and logistics system to enhance the capacity for sustainable development.

Habitat loudly, not by the autumn wind. Its shape in the brand building "card", the god of "products." Standing "goods", we need to focus on science and technology industry, green industry and fashion industry new positioning of the industry, and constantly deepen the quality of change, efficiency change, dynamic change, promote high-quality development of the industry. Let's do our best together! thank you all!