Sun Ruizhe: Textile Industry Needs To Decide On Industrial Development Goals Again.

At the just concluded China fashion industry forum, vice president of China Textile Industry Federation Sun Rui Zhe There are several personality labels for the future development of China's textile and garment industry: "high creativity, high added value, low pollution and low consumption". Of course, these labels are compared with several labels in traditional textile industry. Those labels are: "small profits, sweat factories, labor intensive, low added value". Sun Ruizhe believes that for the whole industry, the important development direction of the current industry is the relocation of industrial development. All of these require the whole industry to give due respect and strategic resources to the intangible innovation such as creativity and design. Only by modeling the fashion gene and highlighting the style can we reconstruct the differential competitive advantage and help the brand get the market's discourse power and bargaining power without bargaining.

How can an industry acquire new personality marks? Prof. Lu Xiao, Professor of management at Fudan University, has made a deep interpretation of this industry.

　　 What does it mean to make a place?

Lu Xiao first gave you a few examples, for example, made in Japan and made in South Korea may be mainly electronic products, German manufacturing may be the automotive industry, France made, we think of very specific products and companies, and Italy made concrete things is Italy's fashion industry, Italy's Textile industry And increasingly expand to all kinds of products of all aspects of life, including electronic products, automobiles, textiles, leather goods, catering and food. As long as our daily necessities and lives are likely to become world companies, they become specific and very direct representatives of "somewhere".

All these countries and companies that make "somewhere" have a premise in pushing this concept. The premise is that before pushing "somewhere to make", their enterprises have already completed their own brand building, and have completed the globalization of business mode, and have completed the direct access of the brand in the global market. The direct meaning is that your brand enters other foreign markets through direct company or through agents. The most mainstream business channel is to use your own brand and the core product to show to the global consumers. This is called globalization.

　　 What is manufacturing power?

Is manufacturing power strong? Is it just made? Among the 100 most valuable brands in the world, there are 53 in the United States, 9 in Germany, 7 in Japan, 7 in France, 4 in Britain, 3 in Italy, 3 in Switzerland, and 3 in South Korea. This shows that basically, each country is a manufacturing power, and it has a very high correlation with the number of brands holding or possessing the highest brand value. Why many famous American entrepreneurs say that although many manufacturing industries are transferred to other countries, there is no trend to weaken the United States as a manufacturing power. Why? Because it has mastered the most important brand in the manufacturing industry, and the business model is firmly in the hands of American entrepreneurs. The status of the United States as a manufacturing power can not be shaken. Although Germany is a big manufacturing country, its strength is weaker than that of the United States. Japan and France are also in the second place. Generally speaking, countries with relatively strong manufacturing industries have commonalities. No matter which product category they are in, they have a considerable number of world-class brands.

In this case, let's make a comparison. The brand value of TOYOTA motor is 31 billion 300 million US dollars, with a turnover of US $225 billion 400 million, a profit of US $1 billion 800 million and 300 thousand employees. LV is a luxury industry, with clothing and accessories, and a variety of accessories. Its brand value is 21 billion 200 million dollars, turnover is 6 billion 700 million dollars, profit is 3 billion dollars, and 20 thousand employees worldwide. ZARA brand value is US $6 billion 800 million, its turnover is higher than LV, US $14 billion 800 million, profit 1 billion 600 million USD, 90 thousand employees worldwide. The brand value of Hermes is US $4 billion 600 million, with a turnover of US $2 billion 600 million, a profit of $1 billion, and 8000 employees. By comparison, it is easy to see that in fact, the clothing industry is a very good industry. It is not a low value-added product, nor a manufacturing industry to be eliminated. This industry has a very high level of efficiency, that is to say, the value created by each unit of the industry is much higher than that of other manufacturing industries.

China Fashion clothes And the textile industry's way out is that we should replace the concept of origin manufacturing with the concept of brand manufacturing. Manufacturing in itself is an empty concept. But the manufacturing of a certain brand is a very real concept. It is very specific. It can also establish trust relationship in the minds of consumers. He recognizes the brand and naturally recognizes your manufacturing process and recognizes the quality and design standards of your products. Therefore, we must set up a brand centered business model, and step by step to straighten out all kinds of problems in all aspects of technology, market and channel.

　　 background information

In October 22nd, the 2013 fourth China Fashion Industry Forum opened the curtain in Shanghai. The theme of this forum is "embrace change and meet the new challenges of fashion". Sun Ruizhe, vice chairman of the China Federation of textile industry, is a leading member of the Shanghai Changning District Federation of government. She is a famous media man, Luo Zhenyu, general manager of IBM Greater China software group, Xia ran, Yintai business group CIO, Yintai CEO Liao Bin, Professor Lu Xiao of Management School of Fudan University, David Shah, visiting professor of British Royal College of Art, Ornella Biggnami of fashion research and fashion consultancy, and entrepreneur representative of well-known clothing brand in China.

It is learnt that the China fashion industry forum is a fashion platform organized by China Fashion Federation and Shanghai Municipal People's Government under the leadership of the China Textile Industry Federation and the Shanghai Municipal Committee of letters. The forum co organizer is a famous institution of fashion and design industry Donghua University. According to the director of China Fashion alliance of the fashion industry forum of China, based on Shanghai's fashion capital, China fashion industry forum aims to boost fashionable brands to integrate high-quality resources across the border, to bring together pioneers in the field of professional development, and to explore the most distinctive style and characteristics of the star forum of China's textile and garment industry through the development of pilot industry in the exploration. "Changning District is a fashion city.