The First Show Of "China Brand Day", How To Make Up Short Board For Textile And Garment Brand

In May 10th, China ushered in the first "China brand day".

In recent years, the development of China's textile and apparel brands has shown a good trend, but there are also problems such as less well-known international brands and poor brand influence.

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What is the role of the establishment of China's textile and clothing brand? What's the next step to do to make the local textile and clothing brand bigger and stronger? Recently, nine ministries and commissions such as the national development and Reform Commission, the Ministry of Commerce and the State Administration for Industry and Commerce have concentrated on voicing, questioning the pulse for the development of Chinese brands, and the Chinese native textile and garment brands will get the right way to fill the gap.

"China brand day" has a profound impact on the right time.

With the approval of the State Council, it has been set up as "China brand day" in May 10th every year since 2017. The theme of this year's brand day is "deepening structural reforms on the supply side, and opening up a new era of independent brand development in an all-round way".

"In April 24th this year, the State Council decided to set up the annual brand name of May 10th as China's brand day, which is very important and far-reaching."

Li Pumin, Secretary General of the national development and Reform Commission, pointed out that under the current situation and tasks, it is of great practical significance to speed up brand development and build Chinese brands.

Brand is the combination of supply side and demand side. It is an important manifestation of the comprehensive competitiveness of enterprises and even the national economy.

It is an important starting point to implement the new development concept and push forward the structural reform of supply side, and is an important way to cultivate new kinetic energy of economic development.

Speeding up brand development is conducive to stimulating enterprise innovation and creating vitality, improving supply system and quality and efficiency, helping to lead consumption, meeting people's higher material and cultural needs, strengthening corporate social responsibility, achieving more harmonious, equitable and sustainable development, helping to form a new pattern of economic development, promoting the total supply structure to better suit the development and change of aggregate demand, and leading the successful pformation of China's economic development.

"China's brand day will become a historical turning point in the development of Chinese manufacturing industry, and China's brand day will lead Chinese products to go out of the country and enter the world in a more confident way."

Lu Xiaobin, a professor at the school of information resources management at Renmin University of China, said, "China brand day" is not only very important, but also coincides with the time. "Developing brands helps to produce capacity and create demand. It helps to promote the optimization and upgrading of supply and demand structure, help to enhance the overall image of the country, and help to inherit the history and culture."

At present, China's brand development has the basic conditions.

After years of development and accumulation, China's economy has ranked second in the world. A large number of products in agriculture and manufacturing are ranked first in the world, and some enterprises have grown rapidly, and have begun to emerge on the world stage.

At the same time, China's laws, regulations, standards and regulatory systems supporting the development of the brand have initially formed, and the total number of patents and trademark applications and registered trademarks all rank first in the world.

With China's economic development entering the middle and high speed stage, especially the construction of a well-off society in an all-round way, the middle income group continues to expand, and consumer demand calls for brand products.

At present, consumers have put forward higher requirements for products and services, pay more attention to quality, pay attention to brand consumption, and regard brands as an important reference for consumption choice. Therefore, it is necessary to speed up brand development objectively.

At the same time, the social consensus of brand development has already taken shape.

Some local governments have recognized the important role of brands in leading the upgrading of supply and demand structure, take active actions, set up specialized coordination agencies, and co-ordinate multi departments to jointly promote brand development.

Brand economy will usher in new opportunities for development

At present, the conditions for speeding up brand development in China are already available, and the development of brand economy is just in time.

In the past more than 10 years, China's brand building has made remarkable achievements: in 2005, only 4 brands were selected in the world top 500 brands released by the world brand laboratory. In 2016, 36 brands were selected, and the gap with the United States and Japan was gradually narrowing.

In terms of textile and apparel industry, the brand of Chinese textile industry has been accelerating innovation in recent years, and the effect of pformation and upgrading has gradually appeared. The main performance is: the overall operation of the brand is good, the channel terminal is constantly adjusted and optimized, the brand cultivation is steadily advancing, and the brand value continues to improve.

In the 2016 China Textile and garment brand development report released in the beginning of this year, China Textile Industry Federation and the Ministry of industry and Commerce jointly tracked 120 garment home textile brand enterprises. The data show that in terms of business performance, the main income of these textile and garment enterprises in 2016 reached an average of 2 billion yuan, an increase of 5.6% over the same period last year, with an average profit margin of 11.07%, far better than the average level of the industry.

In terms of channel terminal, many brands began to adjust according to the change of consumer demand and consumption mode, and enhance the consumption experience.

At the same time, the independent brand of clothing home textiles is also actively developing online sales, especially the new models such as live broadcast and net red.

All kinds of data and analysis show that the industry has made certain progress in brand operation.

In the past 5 years, there are 50

Brand enterprises get the title of the Ministry of culture's brand cultivation demonstration enterprise.

By the Ministry of industry and information technology, China Textile Industry Federation, China clothing association and other institutions recognized that the "textile and clothing brand value in 2016 the top 50", there are 6 enterprises worth more than 10 billion yuan.

For 23 consecutive years, the value of the brand of the 23 enterprises increased by 26.3%, and 8 enterprises exceeded 50%.

From these aspects, we can see that enterprises have achieved remarkable results in pformation and upgrading.

However, compared with the developed countries, the development of Chinese brands still has many problems, such as few international famous brands, weak brand influence, small brand discourse power, low value, and poor overall brand image.

The main reasons are lack of brand influence factors such as quality, innovation, integrity, culture, talent, marketing and environment.

Interbrand, the international brand consultancy firm, released the world's most valuable brand 100 list in 2016, with only HUAWEI and Lenovo.

In this list, Nike, Louis Weedon, H&M, Hermes and other overseas textile and garment brands are on the list, while China's local home textile brands are not listed.

Over the past few decades, a large number of relatively strong brands have emerged in the field of apparel home textiles consumption. These two industries have also achieved a high degree of marketization. But from the whole stage of industrial development, brand is still the biggest "short board" in the textile industry at present.

The concrete manifestation is: in the global market scope, lacks the internationalization big brand; in the brand scale and the market coverage aspect, lacks the market share very high brand; in the fractionize consumption localization, the brand product homogenization is more serious.

Wang Dong, inspector of the Industrial Coordination Division of the national development and Reform Commission, believes that there are gaps in product quality, low safety, reliability and durability, lack of core technology and innovation ability, weak sense of corporate integrity, lack of cultural connotations, lack of brand talents, low level of brand marketing, inadequate enforcement of intellectual property rights and fragmentation of relevant policies, which are the main factors that affect the development of Chinese brands.

On the one hand is a large number of brands and filled products, on the one hand, the demand for cost-effective products and high quality products can not be satisfied, and some consumption flows overseas.

China's own brand is facing unprecedented challenges and ushering in a rare opportunity for development.

From the micro to tell the brand story, establish the brand image from the macro level.

"Developing brand economy is to take brand as the breakthrough point, improve the quality and efficiency of the supply system, and promote China's pformation from an economic power to an economic power."

Wang Dong said.

Standing in the global perspective, Liu Weili, Dean of the Institute of quality and economic development of Shenzhen University, believes that brand building and cultivation are multi-layered, including upgrading of products and enterprises, upgrading of industrial brand advantages, building of regional and city brands, and building of national brands.

From the micro perspective of enterprises, the first thing to build Chinese brands is to improve the quality of products.

In this regard, Jingdong group executive vice president blue Ye proposed that quality is the soil of the brand, and the brand is the highlight of quality.

In recent years, the Jingdong platform has pioneered the concept of quality business in the industry. Under the guidance of AQSIQ, it has joined hands with outstanding brands to promote quality commitment projects in the fields of home appliances, children's wear and so on, and has recommended quality products and excellent brands to consumers.

In the textile and garment industry, Shenzhen clothing brand, especially women's clothing brand, is an example in the industry.

As one of the representatives, Zhou Sheng, chairman of Shenzhen leaf garment Industrial Co., Ltd., said in an interview, "how to provide better products for consumers is a problem I have been thinking about.

We constantly absorb better resources at home and abroad, and then turn into our own product language and design language through their own understanding and digestion ability, so as to represent this era and make it a world language.

Wang Rongze, President of Shanghai burni Garments Co., Ltd. believes that the core of a brand is to accurately serve the consumer group of this brand.

The brand should have an independent culture, philosophy and value orientation, while the burni brand is constantly improving its brand positioning and defining its brand thinking dimension.

"Chinese brand" should tell the brand story from a micro perspective, and locate, condense and shape "Chinese brand" from a macro perspective.

Zhou Hongning, director of the China Aviation Comprehensive Technology Research Institute, said that the creation of Chinese brands should reflect the history and culture of the Chinese nation, and present contemporary China's attitude towards innovation, quality and credibility, bearing the new development concept of our country.

He also suggested that in the process of brand building and cultivation, we should encourage and support the development of distinctive enterprises, and balance and take account of the size of enterprises, the dominance and recessive of brands.

From the macro perspective of the industry, it is particularly feasible to promote the collaborative development of the three major fields, namely, manufacturing brand, terminal brand and regional brand.

For example, Jiangsu sunshine, Shandong Nanshan, Daly silk and other fabric enterprises focus on R & D and design to launch fabric brands; Shenzhou International, CHENFENG group and other top international manufacturing enterprises have become famous international manufacturing brands; Keqiao, Humen, Shengze and other quality industrial clusters have developed and become internationally renowned regional brands, and are also building platforms for terminal brand incubation.

In addition, the China Fiber Chemical Industry Association held the "China fiber fashion trend" campaign in recent years. It has lifted many fiber brands such as mole, silk, nylon, inner heating fiber and Hayes Moore. The introduction of "green fiber" logo certification has also promoted the branding development of green products.

Brand is an important symbol of building a strong textile country. As a trade organization, China Textile Industry Federation has carried out a lot of work in recent years. Through convening brand meetings, developing new brand standards and brand value evaluation, it has created a good environment for brand building.

In this interview, Yang Zhaohua, vice chairman of China Textile Industry Federation, director of China Textile Union's brand work office and President of China Household Textile Industry Association, pointed out that brand building is a systematic project. It should include: first, adhere to the brand cultivation pilot, focus on tracking brand cultivation, and brand value evaluation as the starting point to enhance the market share and competitiveness of the industry brand.

Second, we should create fine products and create new demand by pushing the supply side structural reform and the craftsman spirit to make stronger products.

Thirdly, we should vigorously develop regional brands, give full play to the advantages of brand intensification based on industrial clusters or regional brands, strengthen the platform construction, and realize the brand incubation function.

Fourthly, we should enhance the soft power of the brand and focus on the promotion of creative research and development and trend research.

In recent years, innovation driven, property rights protection, made in China 2025...

A series of top-level designs have been unveiled, pointing out the direction for China's economy towards the middle and high end, and laying the foundation for the development of brand economy.

It is reported that the NDRC and relevant departments are studying and formulating relevant measures to speed up brand development. The overall consideration is to closely integrate the requirements of structural reforms on the supply side, focus on the integration point of brand supply side and demand side upgrading, and actively implement the brand development strategy, vigorously develop the brand economy, and strive to build brand power.

To this end, we should further establish and enhance brand awareness, create a favorable policy environment, establish institutional mechanisms conducive to brand development, and promote the development of the three major industrial brands, especially the independent brands.

At the same time, the quality of products and services will be promoted in an all-round way, which plays an important role in maintaining the high speed growth of the national economy and moving towards the middle and high level of the industry.

More interesting reports, please pay attention to the world clothing shoes and hats net.