China'S Textile Industry Urgently Needs To Build Its Own Brand
"Many small and medium enterprises in Wenzhou have been affected by the subprime mortgage crisis in the United States." In August 21st, Zhou Dewen, President of Wenzhou Association of small and medium enterprises, told reporters. The subprime mortgage crisis originating in the United States has the "Butterfly Effect", which is affected not only by one country, but also by more than one industry.
In China, the textile industry, which is affected by the subprime crisis, is "tired". All along, China's textile industry has maintained a high speed of development in overseas markets. Its huge textile enterprises have exported a surprising amount of clothing, shoes and caps to other countries in the world. Only in the US market, nearly 1/4 of garments products come from China.
According to relevant media reports, in the first quarter of this year, only 1066 textile and garment enterprises that made profits last year ceased their export business in Jiangsu alone. On the whole, the total export volume of textiles in China in the first half of this year decreased by 7.2 percentage points compared with the same period last year. Experts pointed out that in addition to the adverse factors caused by the subprime mortgage crisis, the lack of brand building in Chinese textile enterprises is also one of the important reasons for its "deceleration" in the international market. Strengthening brand building has become a top priority.
紡織企業(yè)大多沒有品牌
For the vast majority of textile enterprises in China, "brand" is a "short board" - according to Guo Jifeng, executive vice president of Zhejiang Modern Textile Industry Research Institute, only in Shaoxing, for example, in the 3000 textile enterprises, there is no brand at all, accounting for 2/3.
In analyzing the reasons for the current situation of China's textile enterprises, Zhang Ping, a professor at Peking University law school, believes that the reason why China's small and medium-sized enterprises, including the textile industry, will be faced with the passive situation today, is also a result of previous policy guidance.
"Before the government encourages processing and manufacturing, enterprises also attach importance to foreign trade orders, but with the fluctuation and development of world economy, it is obviously impossible for the world's processing factories to stand firmly in the world market. But now the country is aware of the problems, so on the basis of continuing to play the traditional advantages, it is beginning to advocate a pition from a manufacturing economy to a new type of economy. "
According to reporters, as early as 2006, the national development and Reform Commission formally announced the five major adjustment priorities of the textile industry during the past five years from 2010 to 2010.
The subprime mortgage crisis and the changes in the world economic environment caused China to be pushed to the crossroads where the mode of economic development must change.
品牌之路怎么走？
In an interview with EPSON executives earlier, the reporter learned that Seiko EPSON group, which was an ordinary mechanical watch manufacturer in the past, has developed into a IT company with hundreds of branches in 42 countries and regions today. It is closely related to its courage to create its own brand in the process of entering the international printing market.
"After the successful launch of the world's first mini electronic printer EP-101, Seiko EPSON group foresaw the bright future of the market, and realized that if you want to make a big difference, you must go to the international market and create your own brand." EPSON's intellectual property minister introduced Liu Ya Yu. Interpretation of Seiko EPSON group's internationalization process, the importance of "brand" can be seen.
"We must first define a complete brand strategy, which includes the direction, strategy, culture and product characteristics of the enterprise, and then create the brand accordingly," Liu told reporters. Only in this way can this brand be able to be both physically and mentally competent, so as to help enterprises achieve their own development goals.
From the experience of these internationally renowned companies, we can see that the path from OEM to licensing is not impossible. The key lies in how the enterprise chooses to go.
"Compared with foreign countries, the R & D personnel and R & D base of China's small and medium enterprises, including the textile industry, are obviously insufficient." Zhang Ping said, "because of the lack of this foundation, more innovation is still confined to slogans". She believes that the innovation of China's textile industry should make efforts in two aspects: first, enhance the sense of autonomy in the management and operation of enterprises; two, we should strengthen the protection of trademarks and brand innovation.
Professor Wang Fanghua, Dean of Antai College of management, Shanghai Jiao Tong University, said that quick success and instant benefit is an important psychological obstacle for the rise of local brands and eventually to the world. The formation of brand needs long-term operation, which is a systematic project. On the one hand, enterprises must constantly carry out technological research and development and innovation, so as to produce better products to meet the needs of consumers, and do not lose their brand value due to product defects. On the other hand, enterprises should continue to brand new connotation with the development of society. For example, in view of the increasing demand of consumers for color printing, Seiko EPSON group has put forward the slogan of "living color", which has perfectly interpreted the idea that "EPSON's color is the best color", which has injected new vitality into its brand.
At present, the export of China's textile products is mainly OEM processing, and the R & D investment of the whole industry is low. The import of new and high technology and high-end textile equipment relies heavily on imports. The huge project from OEM to licensing is still the key target. Zhang Ping believes that China's textile industry must not be alone.
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