How Can We Realize The Dream Of A Powerful Silk Country?

Silk enterprises should change the traditional single market profit orientation, integrate the essence of China's extensive and profound silk culture, upgrade their brand culture from the enterprise's own brand culture to the brand culture and social responsibility oriented brand culture of the silk industry, and promote the formation of the silk enterprise brand and the overall image of China's silk industry.

"Although China's silk trade accounts for 80% of the world's total, its share of exports has declined from 3.4% in 1985 to 0.19% in 2011.

We should be soberly aware that an economic power is not necessarily an economic power.

Li Zhaosheng, deputy director of the National Cocoon Silk Office of the Ministry of Commerce, said recently at the China (Chongqing) silk Brand Strategy Summit Forum, in terms of brand and value creation,

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Compared with China, it will take a long way to become a strong brand country.

What signs should the silk power have? Li Zhaosheng put forward his own views and opinions.

First of all, we should have a larger amount of silk economy.

China's silk production, production capacity and export volume have been in the forefront of the world for decades, but domestic consumption level is not high, and per capita consumption of silk is lower than the world average.

"Silk brand power should first have larger silk economic aggregate and become the world.

The first echelon and leader of production capacity and output. "

Li Zhaosheng said so.

Second, we should have international voice and pricing power.

China's silk industry is at a low end in international trade, with a high degree of dependence on Trade and a passive position in international market channels.

In addition, since China formally joined the WTO for just ten years, the basic WTO rules are still familiar with, adapting to and integrating with other countries. In the formulation of the rules of international trade, there is still not enough say in the formulation of the rules of international trade, and they are in a weak position in trade negotiations.

In this regard, Li Zhaosheng believes that the silk brand power should become the main participant and enactor of the international trade plan, and has strong pricing power and price discovery leading ability.

Furthermore, we should have an obvious comprehensive competitive advantage.

Compared with developed countries such as the US, Japan, Germany, France and Italy, China's silk industry is obviously lagging behind in terms of core technology, standard setting, major equipment and measuring instruments, patents and well-known brands.

Although China's silk products have made rapid progress in technology, generally speaking, they still lack the advantages of independent core technology and independent brands. The market substitution is very high, and there is still a gap between the two ends of the smile curve of the international division of labor. Therefore, the added value is not high, and the price is only won at a low price.

"To become a strong silk brand, we must have an obvious competitive edge in the silk trade."

Finally, we should have the extended service value of silk brand.

When the cultural connotation of silk brand is innovated and extended through marketing mode, it will form a larger service market and create more added value, that is, upgrading trade from goods to service trade. This is an important symbol to measure the modernization level of a country and a symbol of the silk brand power.

Therefore, the silk brand power should have the value of expanding the silk brand extension service.

A strong brand is a strong business and a strong industry is China.

We need to build a strong silk country.

Enterprises merge together to form a common destiny.

In this regard, Li Zhaosheng suggested that enterprises should change their traditional single market profit orientation in the implementation of brand strategy, and enhance their value orientation by combining the essence of China's broad and profound silk culture to make profits and seek righteousness, and to enhance their brand culture from the corporate brand culture to the brand culture and social responsibility oriented brand culture of the silk industry, and to promote the formation of the brand of silk enterprises and the overall image of China's silk industry with a profound understanding and mechanism guarantee.

The dream of silk power is just around the corner.