Zhang Jiazhou: It Is Also Necessary For The Industry To Ponder And Practice The Cultivation Of The Brand With Chinese Characteristics.

"Only those who are satisfied with the world's processing plants will not be respected. No country can rely on the lowest value chain of the value chain to become stronger."

Although the passage published in the European times is a shame to our Chinese people, this is the truth.

Starting in 12th Five-Year, China proposed to upgrade textile and other traditional manufacturing industries with modern technology, and sounded the march of textile power in 2020.

This means that China's textile industry must complete the leap from the low value chain to the value chain in the past ten years, and the strategy of science and technology, brand, talent and Sustainable Textile power has become the four big booster of this leap.

Among them, the importance of a brand is relatively intuitive. The price of a garment is almost different from that of a brand, and its connotation is far from price difference.

In the construction of brand power, China's textile industry must maintain its processing advantages while building its own brand with international influence and popularity. The goal is to cultivate hundreds of regional brands and thousands of international brands with market control power, and strive to achieve the output value of 1 trillion yuan of independent brands.

However, hundreds of thousands of brands are not made by a few enterprises.

This requires an ecological environment suitable for brand growth, such as biological, natural selection, and competitive.

Brand has special biological attributes and ecological attributes.

Famous American brand expert Lynn B.U

Pshaw describes the brand as a complex organism; Michael Moon and others discuss the brand's life nature in the torch brand: brand casting in the Internet age; while the master of world marketing management Philip Kotler believes that the brand has vitality and soul.

In the market, it has infinite spirituality.

It can be said that the brand is a special life body, which has the characteristics of growth, development, reproduction, aging, and death.

Du Yuzhou, President of the China Textile Industry Association, summed up the formation process of the brand into four aspects: first, in terms of the essence of the brand, it is the use value of the commodity in the process of exchange and consumption; second, in terms of the production process of the brand, it is the full embodiment of the level of labor and creativity and the value of innovation in the process of production, which is an appreciation process; third, it is the socialization process of the commodity and the reflection of the social value of the product; fourth, it is the embodiment of fashion and culture.

Ten years of trees, a hundred years of trees.

How long it will take to achieve a brand and brand system is still uncertain. However, there is a consensus in the industry about the factors that constitute the brand quality, innovation, quick response and social responsibility.

"Quality" is the life of a brand. The quality of products is reflected in the comprehensive aspects of processing quality and labor skill. "Innovation" is the soul of a brand, and the embodiment of brand.

With the increasing diversification of brand connotation, a complex brand centered system has been formed objectively, including brand owned enterprises, suppliers, intermediaries, consumers, competitors, media, government and other economic and social elements, and even some natural elements.

Therefore, we need to understand the connotation of brand and its complicated environment from a totally new angle.

Angeniska Winkler put forward and systematically discussed the concept and management of "brand ecosystem" in his book "rapid brand building: brand strategy in the new economic era", and pointed out that the brand ecological environment is a complex, dynamic and constantly changing organization. The brand ecosystem is a complex organic organization and system that is full of vitality and constantly changing. It has an extremely complex level and structure.

Strictly speaking, at present, our country has not really formed the brand growth ecological environment.

Chinese people still have a superficial understanding of brand names. Some companies believe that creating brand is just advertising, or a big deal, asking celebrities to endorse, but they do not know that "the heart is colorless." the brand needs the natural disclosure of the spirit and culture of the enterprise and needs to accumulate well.

China's textile industry has a long history and culture. How to effectively and deeply excavate it to become a fertile soil and unique ecological environment for nourishing the growth of national brands, and to cultivate a brand name forest with Chinese characteristics and embodying the Chinese heritage?