China'S Textile Industry Has A Strong Awareness Of Its Own Brand Building.

In the past 30 years, China Spin Brand awareness has gradually increased in industrial development, and a large number of famous brands such as Bosideng, red bean and Shan Shan have emerged in China, and brand building has made considerable progress. However, at the same time, we should also see that there is still a big gap between R & D, design and sales and international advanced level. The external environment of brand development needs further improvement, the public service system needs to be further strengthened, and the internationalization level of textile and clothing is still relatively low, which restricts the growth of domestic independent brands. Therefore, to change the present situation of China's textile industry "big but not strong", it is imperative to implement brand strategy.

Striding forward from "product economy" to "brand economy"

In recent years, China's textile industry has significantly enhanced its endogenous driving force in brand building, and the brand development environment has continuously improved, and the proportion of its own brands has increased year by year. Statistics show that by the end of 2011, the proportion of China's textile and clothing trade has reached 75.43%. Textile and garment exports have changed from processing and production (OEM) to design production (ODM) and brand production (OBM). The brand value of front-end and intermediate products such as fibers, yarns, fabrics and so on has also been recognized by the market, and the independent brands of textile and clothing have gradually entered the international market.

Vice president of China Textile Industry Federation Sun Rui Zhe In an interview with reporters, the "product economy" in the shortage era has gradually been replaced by the brand economy with brand as the main body. Market oriented, brand based, enterprise oriented and brand management as the core of the "brand economy" has become the mainstream economic form of the textile and garment industry. On the brand building, a large number of local brand enterprises have improved their overall quality, innovation, quick response and social responsibility. They have not only been widely recognized in the domestic market, but also have the conditions to step onto the international market step by step.

On the one hand, in recent years, in the domestic market, the retail sales of clothing shoes and hats and needle textiles have been higher than the average level of the whole society. Sales of clothing brands are huge. Domestic demand market As a support. Correspondingly, the scale of independent clothing brand is also expanding significantly. Outstanding achievements have been made in product innovation, channel innovation and cultural innovation based on the domestic market. On the other hand, many independent brands are also coming out of the country. In addition to the designer brand JEFEN appearing in Paris fashion week, etc., it represents the gradual integration of Chinese design into the global mainstream fashion system. Bosideng also adopts the new mode of "Chinese brand, local design, global sourcing and localized marketing", and won the British Business Awards' annual China Investor award, which represents the gradual upgrading of the commercial value of the independent brand in the global scope. Sun Ruizhe thinks.

In the development of China's textile industry from scratch and from small to large, its own brand presents a variety of development characteristics. Taking the clothing industry as an example, the report on the development of the independent brand of China's clothing and home textiles (2012) concluded that in the process of brand development, the industry has strong competitiveness in its products, and many brands have been recognized by consumers and developed rapidly because of their outstanding performance in product quality and design. For example, in the design aspect, the "brother's dress" fully takes into account the changes in the characteristics of mature women, and creates a well fitting product for consumers. It has been favored by consumers for 35 years. "Ochirly" breaks the Convention, highlights the concept of mix and match, and presents elegant style. {page_break}

Second, diversified channels. Channel is an important support for the development of clothing brand. According to the place, brand channels include department stores, franchised stores, shopping mall, etc. there are two types of distribution: direct marketing and agency. Wide and precise channel control is another feature of the development of China's clothing brand.

Third, the comprehensive development of operation mode. The operation mode of clothing brand mainly includes two kinds: the real economy and the virtual economy. The former is like "YOUNGOR", which relies on strong design, research, production capacity and sales network all over the country. Its products are completed by themselves from design to production and sales. The latter, such as Semir, is mostly produced by OEM factories all over the world, and sales are all done by various agents. The brand itself only needs to provide brand management, supply chain management and sales network management.

Fourth, culture is strong. At present, there are quite a number of successful brands in cultural shaping in China. The target group of "Yi Wen" men's wear is "successful man". Its interpretation of "success" is that "all men who try to be happy, frustrated and honors never give up their future lives" accurately interpret the connotation of brand culture and make the "Yi Wen" and consumers agree in spirit, forming a brand loyalty.

Fifth, the service value is increasingly reflected. A number of independent clothing brands are gaining market recognition by providing maximum service to consumers. For example, Beijing "white-collar", through meticulous training of sales personnel and meticulous shopping environment, provides customers with visual, auditory and various practical services, reducing the psychological distance between customers.

　 Independent brand building still has much room for improvement.

It is not difficult to see that China's textile industry has entered a new era of independent brand building, and has indeed achieved some achievements, but it is far away from the "brand power".

Sun Ruizhe believes that the development of independent brands of textile and clothing has great room for improvement in terms of the size of the brand, the self management of the brand, the operation capacity of the channel, and the fashion oriented force of the brand. The key to overcome these difficulties lies in four aspects of innovation: strengthening the strength of technological research and development through technological innovation, enhancing the connotation of the brand through cultural innovation, enhancing the efficiency of brand operation through management innovation, and mining potential value of brand through mode innovation.

Although China's independent brand development started late, compared with foreign brands, the gap exists objectively, but there are many inherent advantages of China's own brands. For example, it has more ability to integrate into the complex and differentiated channels of the Chinese market than foreign brands, and the effective demand based on mass consumption, creating the potential of "excellent design, reasonable quality and relatively low price". Sun Ruizhe said at the same time.

We do not deny the existence of the real disparity in the brand building of China's textile industry. However, it is gratifying to note that the independent brand building of the textile industry has attracted the attention of the state. In 2009, the Ministry of industry, the national development and Reform Commission and other 7 ministries and commissions issued the "guidance on accelerating the construction of the independent brand of clothing home textiles", and the "guiding opinions on speeding up the brand building of our industrial enterprises" issued in 2011, indicating that the country has upgraded its own brand building to the level of the national strategy.

According to Zhang Li, vice president of China Textile Federation, in February 24th this year, the Ministry of industry and information technology issued the notice on the investigation and analysis of the independent brand of clothing home textiles, and launched the investigation and analysis of the independent brand of clothing home textiles. The survey was commissioned by the Ministry of industry and information technology and commissioned by the China Federation of textile industry. The main contents of the survey were the independent brand building of garment and textile enterprises in 2010 and 2011, including the basic situation of enterprises, basic capabilities of enterprises, brand management capabilities, brand innovation capabilities, and brand market capabilities.

It is understood that in May, the data completion work was completed, a total of 963 enterprises reported data, of which 665 enterprises were examined by the local industrial authorities; after the Ministry of industry and information technology jointly examined with the China Textile Industry Federation, the sample enterprises were identified as 614. In the sample enterprises, most of the enterprises above Designated Size account for the majority, young and growing brands are the majority, and the eastern enterprises are the majority. Through the survey, the China Textile Federation finally compiles a report on the development of China's clothing and home textiles independent brand (2012), which has been released to the public in November 22nd on the results of the "2012 China garment home textile brand building achievement conference".

It can be seen that, for the construction of independent brands, the national and industrial levels have reached a consensus and begun to take concrete actions. Sun Ruizhe said that the development and growth of the independent brand represents the strength and level of an industrial and regional economic development. The government and association will focus on the enterprise's own brand and the regional brand of the industrial cluster, focusing on the internal and external causes of the two brand development, which are "enhancing the capability of independent brand building" and "creating a better brand development environment".

The former mainly relies on building specialized, multi-level and omni-directional public service platforms, such as independent new product development, quality inspection system construction, business platform construction, creative talents training, fashion trend research and guidance, brand culture communication, etc., to tilt the industry high-quality resources to benchmarking brands and growth oriented brands with potential growth potential, lock in the "hard work" and "cultural soft power" of independent brands, and enhance the "quality competitiveness" and "fashion oriented force" of independent brands. {page_break}

The main task of the latter is, on the one hand, to establish an incentive mechanism for independent brands with market competitiveness and good prospects for development on the one hand by establishing brand evaluation, promotion and promotion system, and to foster them in policies and finance so as to create a good policy environment for the development of independent brands. On the other hand, we should advocate the principles of channel equity, intellectual property protection, social responsibility building and independent brand consumption, so as to create more healthy business environment, market environment and consumption environment for independent brands.

For enterprises, Sun Ruizhe believes that making brands should match their own development genes and resources advantages. At present, we advocate not only to cultivate terminal consumer brands, but also to create manufacturing and manufacturing brands. Now, many processing enterprises transform and create their own brands, and accordingly need to make timely adjustments to the development strategy and operation mode. In the past, foreign trade processing focused on production, quality assurance, delivery time and other hard targets. But brand development is a systematic project involving brand positioning, creative design, marketing channel construction and brand culture promotion. Every link needs to make corresponding docking and matching with the complicated regional market. The development of the brand is not achieved overnight. We need to uphold the brand mentality and adopt systematic thinking to brand operation.

case

The concept of brand is more than one side.

"Exception" is one of the longest and most successful designer brands in China. It was co founded by Mao Jihong and mark.

"Exceptions" currently have more than 90 stores in the country. The brand is known as "the belief that women have no shortcomings, only characteristics, and clothing is the media view of expressing personal consciousness and quality accomplishment". With her independent philosophical thinking and aesthetic pursuit, she has successfully created an oriental philosophy of contemporary life art.

The exception is brand premium based on design. First of all, her brand concept, internal and external integration. "Exception" believes that when brand culture, style and market expression are unified, the brand personality can be presented as a whole. This involves from concept generation to clothing design, product generation, shop style, service characteristics of the shop assistants, until clothing becomes a part of customer life, and every link should be unified.

Secondly, the location and characteristics of "exception" are based on respect. The exception is that she is not only a brand, but also a concept that represents the truth of human nature. The design of "exception" is designed to uncover the spirit behind the clothes, but it is by no means a mere dress and no respect. "Origin, freedom, purity" is the persistent pursuit of "exception" for many years. She firmly believes that the confidence and connotation of the wearer itself make the exception exceptional. For every woman who is delighted because of "exception", it must be the designer's spiritual consensus, unique and self believing.

Thirdly, the attitude of "exception" is the insistence of a brave person. "Exceptions" believe that this era needs an attitude. In the course of its ten years, the greatest recognition of the exception is insisting on its own character. It is with this brave persistence that the local brand camp has the banner of designer brand.

While the exception has been widely recognized by the brand concept, it has boldly developed the cultural concept to the comprehensive experience mode, and has established an integrated cultural space "Fang", which covers bookstores, aesthetic life, coffee, exhibition space and fashion fashion. The first "Fang Su" was unveiled on November 25, 2011 in Tai Koo Hui square, Guangzhou, with an area of about 2000 square meters. Fang Fang attracts consumers who originally belong to different fields in a new way, and at the same time promotes brand awareness of customers.