Experts' Speech On The Second Summit Forum On Revitalizing Silk Textile Industry

Zhao Hongyan, director, associate professor and doctor, Department of economics, sun rising business school, Donghua University.

In 1985, he graduated from the Department of statistics of Xinjiang University Of Finance and Economics with a bachelor's degree in economics. He graduated from Xiamen University with a master's degree in economics in 1999. He graduated from Donghua University in management science and Engineering in 2008 and received his doctorate in management.

He is mainly engaged in the field of industrial economics.

There are about 30 papers and 2 teaching materials.

Presided over and participated in 3 Shanghai municipal and above topics, and chaired and participated in nearly 10 projects in the Yangtze River Delta Industrial Park.

The representative articles include "the evolution of industrial chain integration and China's industrial upgrading", "the evolution of industrial chain integration and the development of Chinese enterprises", "the integration of regional industrial chains based on a global perspective" and so on.

Before I speak, let me introduce to you what smile curve is.

At present, China's textile industry can be said to be largely at the low end of the smile curve. The urgent need for China's textile industry is to increase the added value of our textile products and move towards R & D and high-end.

In the world, the textile manufacturing industry has undergone three major shifts. For the first time, it moved from North America and Western Europe to Japan. The second time was pferred from the United States, Japan and Western Europe to South Korea, Hongkong and Taiwan. The third time was pferred from Korea, Japan and Taiwan to China, India, Pakistan and Southeast Asia.

At the same time, textile production centers are pferring from developed countries to developing countries, while textile consumption centers are mainly in developed countries, and the separation from production centers has led to the growth of textile trade.

How should our country achieve the industrial chain from low end to high end quickly and smoothly?

When our textile industry chain is gradually moving from the low end to the high end, we should consider how to integrate our textile industry chain effectively and rationally, so that we can have the right to speak in this industry on the basis of gaining market share.

How should we integrate it? The integration of industrial chain is based on the mutual Embeddedness and coupling of core enterprises and cluster enterprises in the global value chain. In order to integrate the advantageous resources of different regions and optimize the industrial structure, the local industrial clusters form a complete or nearly complete industrial value chain in the same region.

There are mainly three modes of industrial chain integration: the integration of complementary relationships formed by the vertical matching relationship between suppliers and users. The core of the "leading enterprises" is the "spider web radiation" integration formed by many small and medium-sized enterprises, and the integration of the global value chain with a complete industry supporting system.

In addition, if we want to upgrade our textile industry chain, we can consider the following ways: first, we should embed the advantages of the industrial cluster into the global value chain; two, we should introduce the brand as the driving force to enhance the industrial chain, and the other is to establish an overseas manufacturing base and form a global manufacturing competitive advantage.

There are many others. Here are just a few points for reference, and welcome criticism and suggestions.

Li Min, associate professor of the school of clothing, Donghua University, master's supervisor, deputy director of fashion design and Engineering Department, outstanding young teacher in Shanghai.

Ph.D. in fashion design and engineering, Donghua University, master of Arts in fashion and textiles design, Hong Kong Polytech University.

Research direction: clothing industry economy, production management, marketing, function and comfort.

Professor courses: clothing production management, clothing technology and production, clothing three-dimensional cutting and so on.

Published teaching materials: an introduction to clothing commodities, an introduction to fashion business, clothing marketing, clothing factory design, etc.

Research projects: Hutang textile and garment development strategy research in Changzhou, Jiangsu, feasibility study of garment industry development in Heze Development Zone, YOUNGOR suit Market Research and promotion plan, Shantou bin Bao clothing brand supplier management, electronic clothing tailored key technology research, etc.

China's garment industry has undergone thirty years of pformation, and its independent brand has gradually started to rise vigorously.

As the market matures, branding and market segmentation are gradually taking shape. The clothing industry is moving from single product to diversification, refinement and fashion.

At present, China's low-end market products homogenization, imitation phenomenon is serious, the competition is disordered: the low-end clothing market through various concepts, price wars, advertising campaigns and invited all kinds of stars to join the endorsement strategy, as well as more and more common affiliate sales mode, making homogeneity speed up, the profit and development space of enterprises is becoming smaller and smaller.

For Italy's PAUL&SHARK brand, many domestic brands are following their leisure styles, and a large number of brands such as sharks, Jin Sha and sword shark have emerged.

At the same time, the high-end luxury goods market is gradually mature: in 2006, China's luxury consumption reached 2 billion dollars; in 2008, China's luxury goods sales reached an annual growth rate of 20%; in 2010, 250 million of China's consumers could afford to buy luxury goods; 2015, high-end luxury goods sales exceeded 11 billion 500 million dollars, accounting for 29% of global consumption, and became the second consumer country in the world.

There is no doubt that the core competitiveness of the apparel industry is to pform from low end to high end. The key lies in having its own brand, and the establishment of brand depends largely on excellent creative design.

Taking Xia Ti Chen, a fashion boutique in the Bund, Shanghai, as an example, Xia Ting Chan's fashion show has become one of the annual events of Taiwan fashion industry. Chen Caixia, the design director, has created the fashion style from the beauty of the south to the desert through the diverse cooperation with many artists, florists, stylists, gourmet and stage designers. Through fashion, she has presented the beauty of modern China to the eyes of the world.

And the theme of Xia Ti Chen's every season has become the focus of media coverage. It also reflects people's recognition and demand for quality fashion. At present, Xia Zi Chen Yan has become an index of fashion in modern China and is loved by loyal customers.

In terms of the use of design techniques, Xia Zi Chen's embroidery technology is unique. In the 2008 spring and summer, he used Chinese painting in a large amount, while stressing the style of Chinese style, he also paid much attention to the fashion, personalization and thematic of the brand.

It can be said that Xia Zi Chen's success in brand creative design is the representative of China's clothing industry.

Through the success of Xia Zi Chen, we can sum up a sentence: design leads life creation and creates brand.

Xue Boyuan, President of Fu Long (China) group, general manager of the international public relations research center, and vice general manager of Kai Sheng International (China) group.

Committed to the research and practice of resource integration and upgrading, we have a deep study of marketing promotion and brand building.

In recent years, the close range has witnessed the molding and growth of the men's clothing brand.

Founded in 1980, it has gradually developed into a leading enterprise in China's business casual men's wear industry focusing on jacket.

The company now has more than 3000 professionals and staff, and more than 3000 national brand stores.

Various phenomena show that China's clothing industry has entered the era of big brand competition.

With the gradual marginalization of small brands and small brands, powerful brands will gradually take over their market and compete in the "center" enclosure to reconstruct the pattern.

It can be said that the success of a brand is the result of resisting temptation, and it is the success of making trade-offs in competition.

The positioning strategy may initially be just your eyesight, but if you want to continue to succeed, you need to test your resistance to temptation.

At this point, the company is a typical representative.

The hardships and setbacks, difficulties and challenges faced by Chinese private enterprises have also been experienced. When too many peers have disappeared, the bully has been unswervingly to the present.

The company was founded in 1980. After 30 years of arduous efforts, the company started its business from the two door panels to the brand value of 5 billion 653 million. At present, there are more than 3000 brand management shops with unified image management in China. It is the only men's clothing company specializing in the design and development of the products.

The core value of his company is "one person can do a good job in a lifetime".

The growth of the company is very embody the commercial principle of brand positioning, that is, occupying the mental resources of customers.

So what is positioning? Positioning is the brand of products or services in the minds of customers, in other words, the establishment of brand names.

Through the advertising campaign over the years, from "every jacket has an original design" to the "China menswear brand selected in Le Louvre Museum of Paris", and then to "focus on jacket for 30 years" and the continuous improvement in jacket design and production, China has established a leading position in China.

With the accumulation and accumulation of time, customer cognition is becoming more and more comprehensive.

As a brand with a clear positioning, the company is facing a new situation and has the foundation for its international competitiveness.

There are three key points in positioning theory. The first is to let the brand occupy the mental resources of the customer.

It is safe to register a brand in the minds of customers.

It is not safe to have a brand image, and it takes customers' mind to have a long-term brand vitality.

The second key point is that brand naming is the most important decision in brand strategy. Successful brands need to have independent identities.

China's market environment is the era of coexistence of USP, brand image theory and positioning theory. It meets the functional needs: serious homogenization, too many substitution problems still lie in the contention of the mind.

The third key point is whether enterprises should add or subtract.

Moutai added: the development of platinum liquor, Moutai beer and other products.

In the long run, image perceptual needs are single, information explosion and image overflow can only gradually lead to customer alienation.

Customers only accept simple and direct appeal. After a brand is identified, the brand image can play the role of full brand.

In short, after finding a location, the company should persist in digging deep water to improve customer loyalty.

The extension and expansion of brand in other fields is nothing less than brand suicide.

The bubble brand has no long-term vitality, and the brand bubble will definitely affect the loyalty of the brand's mental resources.