Building Fiber Brand Is Becoming The Consensus In The Textile Industry

Building fiber brands is becoming the consensus in the industry. Not only enterprises pay attention to cultivating their own brands, but also industrial clusters pay attention to the importance of regional brands. The rise of Anji bamboo fiber, Jiangyin chemical fiber, Xiaoshan chemical fiber and other regional brands has added vitality to the upgrading of the industry. Fiber brand wind is blowing harder and harder.

The endless sea gives people a sense of vastness and grandeur, and the bamboo sea on the undulating mountains gives people the same visual impact.

Anji, Zhejiang Province, is a famous bamboo town in China. The rich bamboo resources have become the local wealth. Processing of bamboo fiber and products has become an important industry in the local area. At the end of September, the collective trademark of "Anji Bamboo Fiber" was approved by the Trademark Office of the State Administration for Industry and Commerce and successfully registered. This has become an important step for the region to build Anji bamboo fiber regional brand strategy.

The bamboo fiber industry has developed for more than ten years in the local area, with a relatively mature industrial chain. The successful application of the trademark will play a very auxiliary role in building Anji bamboo fiber brand.

It is understood that after more than ten years of development, Anji Bamboo Fiber now has nearly 200 enterprises and more than 100 brands. Bamboo fiber products are expanding their application fields, no longer only used in home textiles Clothes & Accessories On. A large number of independent trademark brands, such as "Tan Zhu Zhuang", "Bamboo Century", "Mr. Bamboo", "Bamboo Heaven and Earth", have emerged in the country.

Anji bamboo fiber is not only backed by the largest bamboo fiber brand marketing base in China, but also the Asia Pacific Economic Cooperation (APEC) brand project and the World Intellectual Property Organization (WIPO) brand promotion.

Enter the global perspective

Zhu Hangmei, Secretary General of Anji Bamboo Fiber Industry Association, introduced that in November 2011, Anji Bamboo Fiber Association was listed as a key support and promotion project by the APEC One Village One Brand Project.

Why does APEC's "One Village, One Product" project favor Anji bamboo fiber industry? Zhu Hangmei said that Anji bamboo fiber industry is an environmental protection industry, which has developed for more than ten years and is relatively mature; In addition, there are sufficient bamboo fiber resources in the region, and the regional characteristics and sustainable development of the industry are important factors considered by APEC.

Zhu Hangmei introduced that the expert group of the APEC "One Village, One Product" project visited Anji for field investigation and guidance on the construction and development of the bamboo fiber industry, and the regional brand of "Anji bamboo fiber" was also guided by the organization.

With the organization and promotion of the organization, Anji bamboo fiber has gradually entered the international vision. Ye Youdi, Deputy Secretary General of Anji Bamboo Fiber Industry Association, said that in April this year, the "International Conference on Intellectual Property Rights and Brand Building" jointly hosted by the Korean Intellectual Property Office and the World Intellectual Property Organization invited Anji region to participate in the conference. The local association sent representatives to highlight the achievements of Anji bamboo fiber brand building at the conference. After the meeting, news about the international brand building of "Anji Bamboo Fiber" was published on the homepage of the official website of APEC.

Open the official website of APEC to see relevant reports. The overseas trademark of Anji Bamboo Fiber is "ANJIAN". Ye Youdi showed the trademark certificate registered in Japan and other countries and regions to reporters. She said that foreign relevant personnel paid high attention to the excellent bamboo forest ecological environment and the development of bamboo fiber industry in Anji, China, and hoped to cooperate with them in China through exchanges for the internationalization of Anji bamboo fiber brands. She revealed that at the World Intellectual Property Conference in Geneva next year, representatives of Anji bamboo fiber industry will also be invited to give a speech on development.

Solid foundation work

In September 2011, Anji Bamboo Fiber Industry Association was established. Ye Youdi said that at present, there are more than 30 member enterprises in the industry association, and they will share the collective trademark of "Anji Bamboo Fiber".

As for the use right of the brand and other issues, Ye Youdi said that the collective trademark use rules (draft) formulated by Anji Bamboo Fiber Industry Association were under discussion. The "Discussion Draft" clearly states that member units give priority to the use of collective trademarks, and can promote the regional brand of "Anji Bamboo Fiber" nationwide and even globally with the help of bamboo culture.

The use of trademark and brand should have relevant standards, otherwise the brand image will be damaged. Ye Youdi said that the local government attaches great importance to the brand building of Anji bamboo fiber, and the Association is cooperating with several departments of the county government to carry out work. For example, we have increased the property rights protection of the trademark with Anji Industry and Commerce Bureau, and are working with Anji Quality Supervision Department to establish quality standards.

Ye Youdi said that before the promotion of the brand, we should strengthen self-discipline and consciously maintain the value of the brand.

As for the promotion of the brand of "Anji Bamboo Fiber", Ye Youdi said that he would learn the brand building method of Anji white tea and build it into a regional brand with local characteristics. At present, the local government has sent a letter to China spin The Industry Federation applied for the title of "China Bamboo Fiber Industry Base".

Active investment of enterprises

In recent years, local enterprises have paid more and more attention to brand building. The reporter learned that the local government once held a mobilization meeting for the transformation and upgrading of the bamboo industry, issued Several Opinions on Accelerating the Transformation and Upgrading of the Bamboo Industry, formulated the "12th Five Year Plan" brand development plan for the bamboo industry, and strived to promote the implementation of the development strategy of the bamboo industry cluster. By 2015, the output value of the bamboo industry cluster will reach 20 billion yuan, with 550 registered trademarks of the bamboo industry, Among them, there are 2 well-known trademarks and 5 famous trademarks.

In fact, as early as 2010, Anji Bamboo Deep Processing Characteristic Industrial Base was recognized by the Ministry of Science and Technology of the People's Republic of China and became the only bamboo deep processing characteristic industrial base in China. The reporter learned that Anji has been actively guiding the transformation and upgrading of the bamboo industry from a blocky economy to a modern industrial cluster after becoming a national bamboo intensive and deep processing characteristic industrial base, and is forming a number of leading products and core technologies with independent intellectual property rights, creating and operating a number of regional brands such as "Anji Bamboo Flooring", "Anji Bamboo Fiber", and "Anji Bamboo Curtain", Guide the bamboo industry to develop to a high, refined and cutting-edge level.

However, the constraint of local bamboo fiber industry cannot be ignored, that is, fiber production is mostly completed in other places. The local transportation of bamboo to be processed into fiber and then transported back to the local area does increase the cost, which is extremely unfavorable to the competition of modern textile enterprises. Ye Youdi said that Anji is actively adjusting its industrial structure. No bamboo fiber production enterprises can do. She said that this phenomenon is changing. Enterprises have set foot in the production field of bamboo fiber, and the processing link is turning to Anji. At the same time, a large amount of money needs to be invested to build a factory to produce fiber, and the pollution problem cannot be ignored. Local enterprises said that these are all factors that affect the introduction of upstream enterprises.

Mao Caiqing of Anji Tanzhuzhuang Bamboo Fiber Co., Ltd. realized that the spread of Anji bamboo fiber brand should rely on bamboo culture. The people of Zhuzhuang take "inheriting bamboo culture for thousands of years, deeply developing bamboo resources - benefiting the whole mankind" as their own responsibility, and in line with the concept of "one branch, one leaf and the general customs", fully tap China's 6000 year bamboo culture, and offer consumers green, environmentally friendly, fashionable and healthy bamboo fiber textiles.

Reporter's notes

Maintaining brand image is a responsibility

In the movie Crouching Tiger, Hidden Dragon, Li Mubai and Yu Jiaolong fight in the bamboo forest. The verdant and boundless Dazhu Sea is located in Anji, Zhejiang Province. The reporter was also shocked by the scene that "the plain is beyond expectation and the waves are thousands of miles straight".

The abundant bamboo resources have laid a foundation for local industry. The bamboo fiber industry naturally becomes the local pillar industry. When the reporter visited the local area, bamboo fiber textiles were sold in every shop. When talking with the owners of local stores, they all know bamboo fiber very well. Bamboo fiber can be said to be a local resource.

The success of this application for a collective trademark has accelerated the development of the local bamboo fiber industry. Under the condition of low industry prosperity this year, many enterprises attach more importance to making brands loud. According to local enterprises, this is a good breakthrough point, which can bring vitality to the local bamboo fiber industry.

Before, each enterprise had its own brand and only had a competitive relationship with each other. Some vicious competition can only damage their own reputation. However, when the regional brand is born, local enterprises have more obligations, that is, they should consciously maintain their reputation when using it, which is the responsibility of the brand while bringing fame and wealth. Industry self-discipline is even more important. The relationship between enterprises is also strengthened by a trademark.

This business card has been spread overseas because of the introduction of APEC. The magnified reputation has a greater responsibility. It will sell Chinese bamboo fiber products to the world and be tested by the world.

Therefore, it is an important responsibility of local enterprises, associations and governments to cherish reputation and maintain brands. Just like the local bamboo, the mentality of providing high-quality bamboo fiber products to the market should be so honest and evergreen.