Brand Is Strength -- 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. Its huge textile enterprises have exported a surprising number of clothing, shoes and caps to other countries in the world. According to statistics, only in the US market, nearly 1/4 of garments products come from China.

But since last year, under the plagued by a series of adverse factors, such as RMB appreciation, raw material prices and global inflation triggered by the US subprime mortgage crisis, the survival environment of Chinese textile enterprises in overseas markets has become increasingly severe.

In this case, 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 increased by 7.2 percentage points compared with the same period last year.

In this regard, the 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.

Brand is the starting point.

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 not only see the culture and connotation represented by famous brand goods, but 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 respect, the successful experience of many internationally famous enterprises can be used for reference.

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 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 launching the world's first micro electronic printer EP-101 and having achieved great success, Seiko EPSON group foresaw the bright future of the market, and realized that if you want to make a difference, you must go to the international market and create your own brand.

In 1975, Seiko EPSON group founded 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 able to enter thousands of households. "EPSON" became a household name in a short time. It laid a good foundation for the group to expand the global market more and more.

Interpretation of Seiko EPSON group's internationalization process, the importance of "brand" can be seen.

But for the vast majority of textile enterprises in China, "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, accounting 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 building brands.

　　經營是關鍵

The development of enterprises needs a strong brand as a support, and a strong brand also needs to be carefully managed and perfected by enterprises.

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.

The author believes that the operation of enterprise brand can be focused on the following two 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 ("Xinzhou Jingyi") decided to enter the international printing market focusing on the United States, and continued to use the name of "Xinzhou Jingji", which is obviously not conducive to the spread of the brand. Therefore, Seiko EPSON group has made clear the strategy to create an English brand.

Based on the above strategies and the development direction and cultural elements of the enterprise, Seiko EPSON group successfully created the legendary brand EPSON, namely "EP", which is an acronym for electronic printers. It also represents the great product EP-101 of Seiko EPSON group, which conveys the vision of "Seiko EPSON group will continue to develop in the printers" in the future. SON plates to children, which means that enterprises will continue to introduce new ideas on the previous basis (EP-101) and provide consumers with more high-quality products.

Not only that, EPSON, these 5 English letters 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.

It is precisely because Seiko EPSON group, at the beginning of the establishment of the "EPSON" brand, has closely integrated the brand with its own development strategy and culture, so its ability has always played a very important role in the development of the group.

To achieve a successful brand management: the value of a brand is not static. As one of the most valuable intangible assets of an enterprise, the value of a brand will change at any time with the strength, prestige and reputation of an enterprise.

The sudden change of market, the advent of crisis and the change of enterprise decision will affect the brand value and affect the interests of the enterprise.

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 meanings 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.

With the continuous improvement of brand value, it will greatly promote the sales of enterprises and earn more profits. In this way, enterprises can invest more manpower and material resources in brand management, and inject more vitality into the brand and further enhance their value through technological innovation.

In this way, a virtuous cycle between brands and enterprises is formed.

Therefore, when the vast majority of Chinese textile enterprises enter the overseas market, they should not only establish the right brand awareness, create brand suitable for the development strategy of enterprises, but also constantly enhance their value through technological innovation and other means, so as to enable the brand to help enterprises create a brand new world in the international market.