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China'S Home Textile Brand Innovation Needs Urgent Breakthrough

2012/12/13 10:16:00 28

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Textile Industry Clothing Home Textiles Independent Brand

has become the world's first producer, consumer and exporter /p >
 textile industry is China's traditional pillar industry and important livelihood industry. It is also an obvious competitive industry in China. At present, China has the largest and most complete textile industry system in the world. It is the first producer, consumer and exporter of textiles and clothing in the world. 
 public data show that in 2011, the total fiber processing in China's textile industry reached 43 million 100 thousand tons, accounting for 54% of the world's total (25% in 2000), and the total export volume of textiles and clothing was 254 billion 123 million US dollars, accounting for 34% of the world's total. 
The profit margin of a href= "http://www.91se91.com/news/index_cj.asp" > textile industry < /a > is also increasing year by year. According to the National Bureau of statistics, the total profit of textile enterprises above Designated Size reached 295 billion 642 million yuan in 2011, an increase of 25.94% over the same period last year. 
 and with the rapid development in recent years, the industrial structure of China's textile industry has also been significantly improved. The fiber consumption structure of the three terminal products is more reasonable. In 2011, the proportion of fiber consumption of the three major terminal products of clothing, household and industry has been adjusted to 49:30:21, and continues to be advanced to the advanced level of developed countries. At the same time, regional structural adjustment has also been steadily promoted, and the investment in the central and western regions has increased rapidly. 
 domestic market growth is still an important support for the growth of China's textile industry. In 2011, the domestic sales value of textile enterprises above designated size increased by 29.5% over the same period last year, 14.2 percentage points higher than the export delivery value of the same period, and the share of domestic sales accounted for 82.9% of the sales value, which was 1.7 percentage points higher than that in 2010. 
 however, due to the impact of the international financial crisis, China's textile industry encountered difficulties in 2012, especially in terms of exports. 
 the background of financial crisis is increasing trade friction 
P has seen zero growth or negative growth in China's textile and garment industry this year, and the textile industry is facing multiple difficulties both inside and outside. 
"P" not long ago, another report released by the China Textile Federation statistical center said that China's textile and clothing export products remained the main target of Global trade protection in the first half of this year, and European and American countries continuously introduced new technical barriers to trade, which seriously affected the export of Chinese textile and garment products. 
 the report of the China Textile Federation said that since this year, the a href= "http://www.91se91.com/news/index_p.asp" > US < /a > the government has continuously introduced a number of trade protection measures, including the establishment of an inter departmental trade law enforcement center. At the same time, it will also enforce the third party testing and certification of children's products, and the new standard of lead content for children exported to the United States. Mexico has also revised the labeling standards for textiles and clothing, and the EU's new regulations on textile labels have been formally implemented in May. The introduction of these standards and regulations has made the export of Chinese textile and clothing products face greater cost pressures and trade risks. 
 in the first half of this year, a total of 924 notifications issued by the EU fast food notification system were 54% higher than the same period last year. Among them, there were 589 reports on China, accounting for 63.74% of the total number of global notifications, an increase of 90.61% over the same period last year. 122 notifications of textiles and clothing products imported from China accounted for 20.71% of the total number of China's notifications, representing a 121.82% increase over the same period last year. 
 statistics show that in May and June this year, the Consumer Product Safety Commission issued 58 recall notifications for imported products, of which 7 were issued for the announcement of textile and clothing products imported from China, representing an increase of nearly two times compared with the same period last year. {page_break} 
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In the second half of the year, the export of Chinese textile and clothing products is facing more intense international trade environment, and the international trade friction continues to intensify. 
 the construction of independent brand is imperative. 
In the face of the complicated international situation and domestic situation, insiders say that the world and China's economy have entered the period of deep adjustment and spanformation. The Chinese textile industry basically bid farewell to the environment of rapid growth, and the dependence on brands will be more obvious. P 
 the China Textile Federation pointed out in the report that "China's textile industry is still in the middle and low end of the value chain in the international industrial division of labor, and the lag of its own brand construction is one of the main characteristics of" big but not strong ". The implementation of brand strategy is an important way for China's textile industry to change its way of development and an inevitable choice to achieve a strong textile power. 
 the independent brand development of China's textile industry has gone through a journey from scratch. Beginning with the "three to one" and "three capital enterprises" in the 80s of last century, China's clothing and textile enterprises began to undertake international industrial spanfer, and "Shan Shan" and "Luo Meng" enterprises began to have brand awareness. After 1991, a large number of garment and textile enterprises of scale and strength began to create their own brands, and the independent brand construction of China's textile industry also entered a period of growth. Entering the twenty-first Century, the independent brands of Chinese textile enterprises have entered the period of innovation and development. The brand values of industry and enterprises have become clearer, and the construction of brand system has been put on schedule. The construction of industrial inheritance and innovation system has achieved remarkable results. 
At present, China's clothing industry has a large number of independent brands, including more than 2000 active brands, 87 Chinese famous brands and 262 well-known trademarks in China. Industrial resources have also accelerated to gather into the dominant brand enterprises. From the results of the "survey of China's clothing brand independent brand" in 2010~2011 (hereinafter referred to as "survey"), 4% of the independent brand enterprises realized 14.8% of the clothing market sales, and the average profit margin of these enterprises reached 10.1%, which is obviously higher than the 6.2% profit margins of garment enterprises above Designated Size nationwide. 
 however, the survey of China Textile Corporation shows that at present, the independent brands of clothing and home textiles in China are mainly concentrated in the middle and low end, and there is still a clear gap compared with the international brands. Take the clothing industry as an example, there are seven deficiencies: first, the culture and soft power needed to support the development of high-end brands are not strong. Two, the brand channel is in the period of construction and expansion, and the market mode and channel mode are still relatively single. The market concentration degree is low, and the construction capability and control ability of channel terminal are not strong, and the discourse power in the commercial circulation link is weak. Three, some independent brand enterprises lack overall planning and lack of competitive leading brands when implementing multi brand strategy. The brand system is not perfect yet, and the brand characteristics are not outstanding. Four, the industry brand structure is still too flat, homogenization competition phenomenon is more prominent. Five, the ability of sustainable development is not strong. Some brands over 50 years are slightly inadequate in terms of staffing, capital investment and product renewal speed. Six, some powerful independent brand enterprises still focus solely on commodity brand building. It is urgent to build three-dimensional, linkage and complementary brand ecosystem around the competitive commodity brand. Seven, with the continuous increase of the number of independent brands and the substantial improvement of popularity, the protection consciousness of independent a href= "http://www.91se91.com/news/index_q.asp" > intellectual property rights < /a > needs to be strengthened. 
 Wang Tiankai, President of China Textile Union, believes that Chinese enterprises should strengthen independent innovation and promote brand upgrading, especially for the problem of lagging behind the construction of independent brands, which needs to be highly valued.