To Rebuild China'S Silk Brand, We Need To Take The Following Five Steps.

The road of brand remodeling is a long way to go.

"Because of the late start of brand building of Chinese silk enterprises, the establishment of famous brands requires the systematic cooperation and efforts of all parties, and the long-term and arduous process of it should not be overlooked."

Yang Yongyuan, President of the China Silk Association, said so.

Our country has already become an important production center of the world silk industry, almost dominating the front-end of the silk industry chain of the whole world. But because of the lack of internationally famous brands in the silk clothing industry, most of the enterprises only earn processing fees and raw materials fees, and pfer the high value-added terminal to the French and Italy countries, which rely solely on silk processing and re export, so that the export volume of China's silk products is large. But the exchange rate is only 1/2 of Korea, Japan's 1/4, and 1/13 of Italy, far from realizing its due economic value.

For a long time, China's cocoon and silk industry has always maintained a "heavy inside and outside" industrial structure, many silk companies are accustomed to lying on the production of orders, rather than actively promoting their products and brands, resulting in the entire silk industry, "there is no product brand, brand name ignorance" phenomenon.

And the outward oriented silk enterprises occupy the main body of China's silk industry. These enterprises are sticking to the narrow interests of foreign trade and have no time to take account of the huge potential domestic market, which makes the silk garments and products with no brand and low added value flooded and circulated, and occupy a leading position in the domestic silk market.

And brand development of home textile industry is seriously lagging behind.

So, how should China's silk remodel its brand? Yang Yongyuan put forward five proposals from the perspective of the whole industry.

First, implement brand strategy.

Brand is an intangible asset. It is a complex of an enterprise and its products. It covers the comprehensive characteristics of enterprise's innovation capability, enterprise management, market positioning, marketing service and so on. It is also an important manifestation of the international competitiveness of a country or an industry.

"Modern silk has given the new connotation of traditional Chinese silk culture, and laid a solid foundation for silk to go out of the road of" culture + brand ".

Yang Yongyuan pointed out that domestic silk enterprises should establish and implement Scientific Outlook on Development, and continuously enhance their ability to open up markets, product marketing, technological innovation and cultivate their own brands.

Enterprises are the main body of implementing brand strategy. Therefore, the vast majority of silk enterprises should enhance their awareness of brand names and fully recognize the important role of famous brands in developing markets, enhancing efficiency and enhancing competitiveness.

All localities should formulate feasible and feasible brand development plans for enterprises, and start from the basic work and promote the construction of brand names.

Second, form brand cultivation mechanism.

"It is suggested that the relevant departments of the state should introduce more supporting policies for the development of silk brands, encourage the support of silk enterprises to carry out trademark registration at home and abroad, carry out international quality management system and environmental management system certification, and comprehensively improve the overall level of China's Silk Enterprises' own brand building."

Yang Yongyuan said that at the same time, we should learn from the successful experience of developed countries, and select a number of independent brands with good basic conditions and great potential for development. We should concentrate our efforts on Key Cultivation and strive to form a number of independent world brands in a relatively short period of time, so that the majority of enterprises can learn from them and learn to be motivated.

Third, encourage enterprises to strengthen independent innovation.

Innovation is the core competitiveness of an enterprise.

Enterprises should continue to strengthen innovation, in addition to focusing on technological and other rigid innovation links, we should also take into account the inputs of soft innovation such as appearance, service and brand connotation, break through the homogeneity of products, and create personalized strong brands.

For this reason, Yang Yongyuan suggested that the state and local government departments should arrange funds in the foreign trade development fund to support enterprises in developing their own brand building, developing and exporting famous brands, supporting enterprises to introduce advanced technology and key equipment, improving the technological content and added value of export brand names, supporting famous brand export enterprises to participate in international famous exhibitions, placing advertisements in the target market, expanding the visibility of enterprises and their products, encouraging qualified brand enterprises to "go out", expanding foreign investment, directly entering the terminal target market, carrying out international operation, and gradually establishing an international R & D, production, sale and service system.

Fourth, step up publicity efforts.

"To enhance the social popularity and influence of high-grade silk logo products is not an overnight job. It requires constant perseverance."

Yang Yongyuan pointed out that through publicity and advertising, and organizing enterprises to participate in famous clothing and accessories exhibitions and conferences at home and abroad and other forms and channels, we should strengthen the publicity of high-grade silk signs, enable more and more consumers to understand the signs and select the products of the logo, help more silk enterprises to voluntarily produce and sell the logo products, improve the market share of the logo products, create the overall brand of high-grade silk signs through various channels, rebuild the new image of China's silk, create a public opinion atmosphere for the whole industry to strive for famous brands, develop famous brands and protect famous brands, continue to strengthen cooperation in intellectual property rights in international scientific and technological cooperation and trade, carry out publicity and training of intellectual property laws and regulations, strive to safeguard the legitimate rights and interests of the marking enterprises, and create a better environment for brand development.

Fifth, improve the quality standard system.

In strict accordance with the relevant provisions of the "high-grade silk logo quality manual", "high-grade silk logo management rules" and "consumer complaints handling measures for high-grade silk logo products", we will continue to strengthen the supervision and management of the marking enterprises and logo products, promptly accept consumers' complaints, and strive to maintain the image and reputation of high-grade silk logo.

At the same time, aiming at the weak links of ecological and environmental protection in the current quality evaluation system of silk products in China, the joint research institutes and testing institutions are jointly engaged in technology development and tackling, and the quality evaluation system and testing system of high-grade silk logo products are gradually improved. In particular, we should make full use of the opportunity that China is taking the lead in formulating the international standard of "electronic test methods for raw silk", and strive to make the quality certification of high-grade silk logo products recognized by more countries, further expand the international trade market share of the logo products, and constantly consolidate and enhance the international status and image of China's silk products.

"With the continuous improvement of the domestic economic and cultural level, the domestic high-end consumer groups will gradually form a new fashion and new trend with the consumption of high-grade silk brand as the core in the next few years, and the market prospect of Chinese silk brands is infinite."

Yang Yongyuan said with confidence.