The Road Of Self Reliance Of Chinese Textile Enterprises

In recent years, China's textile industry has maintained a high speed of development in overseas markets. The huge textile enterprises have exported the world's amazing clothing, shoes and hats and so on. According to statistics, nearly 1/4 clothing products come from China only in the US market.

However, since the 2007 subprime crisis triggered by the US subprime mortgage crisis, such as RMB appreciation, raw material prices and global inflation, the survival environment of Chinese textile enterprises in overseas markets has become increasingly severe.

Under such circumstances, in the first quarter of 2008, only 1066 textile and garment enterprises in 2007, which were profitable in 2007, ceased their export business. On the whole, the total export volume of textiles in China in the first half of 2008 increased by 7.2 percentage points compared with the same period in 2007.

The experts pointed out that in addition to the adverse factors caused by the subprime mortgage crisis in the United States, the lack of brand building in Chinese textile enterprises is also one of the important reasons for slowing down in the international market. Strengthening brand building has become a top priority.

Today, the competition among enterprises is increasingly manifested as "brand" competition.

Especially in the international market, enterprises without their own brands are not only difficult to get a foothold in the market, but also become more and more difficult to enter the market and compete.

On the one hand, it is difficult for the products without brands to enter the large shopping malls and supermarkets. On the other hand, the brand awareness of foreign consumers is getting stronger and stronger. They value the culture and connotation of the famous brand products, and also emphasize the strength and quality embodied in them.

Therefore, if Chinese textile enterprises want to have a world of their own in the international market, they should start with creating a brand of their own.

In this regard, many successful international companies can learn from us.

Take today's global printing market leader Seiko EPSON group as an example. This year's ordinary mechanical watch manufacturer can develop into a super IT giant with over 100 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 launching the world's first mini electronic printers EP-101 and having achieved great success, Seiko EPSON group foresees the bright future of this market, and realizes that if you want to make a big difference, you must go to the international market and create your own brand.

In 1975, Seiko EPSON group created its independent print brand "EPSON", which marks the beginning of its printing business to internationalize.

Not long after, personal computers became popular. Seiko EPSON group's small printer MP-80, which was specially designed for personal computers, was also able to enter thousands of households. "EPSON" became a household name in a short time and laid a good foundation for expanding the global market in a larger scale.

The importance of "brand" is evident.

But for China's vast textile enterprises, "brand" is just 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, which accounts for 2/3.

Therefore, at this stage, if China's textile enterprises want to gain a firm foothold in the international market and achieve sustained development, they must learn from the experience of advanced enterprises and start from the creation of brands.

The development of enterprises needs a strong brand as a support, and a strong brand also needs the enterprise to manage and improve it.

For the vast majority of Chinese textile enterprises, poor brand management is also an important reason for enterprises to show "weakness" in the international market.

Enterprise brand management can focus on the following 2 aspects.

Building a complete brand strategy: before establishing a brand, an enterprise must first define a complete "brand strategy", which includes the direction, strategy, culture and product characteristics of the enterprise, and then establishes the brand accordingly.

Only in this way can this brand be able to have both "shape and spirit" and "flesh and blood", so as to help enterprises achieve their own development goals.

Like the "EPSON" mentioned before, this classic brand contains a lot of meaning.

In 1975, Seiko EPSON group (the "Xinzhou fine ware") decided to enter the international printing market focusing on the United States, and continued to use the name "Xinzhou Jingji", which is obviously not conducive to brand communication. Therefore, Seiko EPSON group has made a clear strategy to create an English brand.

Based on the above strategies and their own development orientation and cultural elements, Seiko EPSON group successfully created the legendary brand "EPSON", which is the acronym for electronic printers and the great product EP-101 of Seiko EPSON group, so as to pmit the vision of "Seiko EPSON group to continue to develop in the printers field" in the future. "SON" is plated into children, which means that enterprises will continue to introduce new ideas on the previous basis (EP-101) and offer more high-quality products to consumers in the belief of "EP".

Not only that, the 5 English letters of "EPSON" also represent the corporate philosophy pursued by Seiko EPSON group: E stands for "Excellent" excellence; P stands for "Proud" honor; S stands for "Strong"; O represents "Original"; N represents "Newer" innovation.

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