Textile And Garment Enterprises Beyond Brand Names

One stone stirred up waves.

What is the status of famous brand in Chinese textile and garment enterprises that have been closely related to the title of "China famous brand"?

In chaos, how do they scrutinize the selection of famous brands?

Textile and garment industry is an indispensable part of the nearly 2000 famous brand products listed by the AQSIQ so far.

According to statistics, in 2007 alone, there were more than 140 textile and clothing brands, which included nearly 20 categories of T-shirts, knitted fabrics, viscose filament, children's wear, evening dress, linen, linen yarn, silk quilt, silk fabrics, knitwear, underwear, socks, trousers, cashmere coats, shirts and so on.

Although China's famous brand selection is carried out in accordance with the principle of voluntary participation of enterprises, if a company's strength reaches a certain scale, it will not fit in with the big environment if it does not participate in the famous brand selection in China, because "all sides are doing it, you will not participate in it, others will also be suspicious of the quality of your products."

A Jinjiang sports apparel brand executive, who did not want to be named, said in an interview with reporters.

Under the stimulation of the market effect of famous brand products, enterprises are competing to declare famous brands. Many local governments are also trying to promote the declaration of famous brand products of local enterprises, so as to increase the number of local famous brands and highlight the performance of the government.

It is understood that the Jinjiang municipal government once awarded the Chinese brand name up to 1 million yuan, plus the town government reward of 200 thousand yuan, in addition to this, enterprises will also enjoy a large number of preferential tax and other names.

It is understood that there is a set of strict evaluation procedures for declaring famous brand products: declaration by provincial organizations, declaration of data at the provincial level, composition of expert committees, evaluation, determination of the list of primary names and publicity of Chinese famous brand products, and the presentation of the final name list of Chinese famous brand products by the name of the Commission.

What attracts people's attention is that, in order to meet the needs of selection, the AQSIQ has set up the "China Famous Brand Strategy Promotion Committee". Its secretariat is located in the quality department of the General Bureau, and the director of the quality department serves as the secretary general, and the relevant selection rules are promulgated by the AQSIQ official document.

It is understood that the AQSIQ began holding a "China famous brand" selection in 2001, holding it once a year, and launched the "China world famous brand" in 2005.

In the past 8 years, the AQSIQ has commended 1957 Chinese famous brand products and 10 China's world famous brand products.

In fact, many people questioned this process in the selection of famous brand products.

As early as 2005, Zhang Xianfeng, a lawyer in Beijing, sent a letter to the China Brand Strategy Promotion Committee and the State General Administration of quality supervision, inspection and quarantine. He hoped to cancel the title of Chinese famous brand products, such as "x x" thermal underwear and other related products according to the regulations on the management of Chinese famous brand products, and questioned whether the selection of Chinese famous brands is "good or bad".

At the same time, Zhang Shuyi, Professor of China University of Political Science and Law and the authority of administrative law, questioned the legality of the election.

The reason for the incident is that in March of that year, the Beijing quality and Technical Supervision Bureau announced that the color fastness of "x x x brand" velvet underwear was not qualified by the Shanghai Antarctic Textile Development Co., Ltd.

Prior to 2004, "x x" was selected as China's famous brand. According to the regulations, the Chinese brand name is valid for three years.

The phone has been in a busy state when it wants to verify again with the Chinese famous brand strategy promotion committee.

Facts show that this is just the beginning of questioning.

In August 25th this year, the storm broke again.

Zhang Xianfeng wrote to the AQSIQ again, and proposed to stop the 2008 famous brand selection activities currently under way, and abolish the "management measures for Chinese famous brand products" and other related documents.

In this regard, Wang Canping, general manager of Kai Wang International Group, said that judging from the standard to the operation process, are unfair and scientific.

It is understood that according to the evaluation rules, the annual sales of the participating enterprises must be above 500 million yuan.

In this regard, Wang Canping said, the provisions are obviously somewhat general, because for positioning different clothing enterprises, it is difficult to use the amount of sales to measure its strength.

"Some high-end brands may be hard to reach 500 million yuan, but they are really worthy of the name."

He explained.

In the Beijing area, so far, there are only four garment enterprises with "Chinese famous brands", and this quantity obviously can not truly reflect the overall situation of Beijing's clothing brand construction.

In fact, in the international market, international buyers often do not consider whether the so-called "Chinese brand" is important, but the quality of the product is important.

Zhang Xiaofeng, Secretary General of Ningbo Garment Association, said.

He believes that there is suspicion of abuse of "famous brand products" in China.

For example, a garment manufacturer that produces both suits and shirts, if shirts are awarded the title of "Chinese famous brand" products, enterprises will often use loopholes to apply "brand names" to all products of enterprises.

In most cases, consumers do not know.

"This requires that after the selection of famous brands, there should be effective systems for supervision and restraint, and standardize the publicity and use of enterprises."

He stressed, "it is unquestionable that enterprises are not easy to get the famous brand products, and they will try their best to maximize their effectiveness, but the abuse is an abnormal state."

At present, the selection of famous brand products in China lacks such a supervision and restraint system, and subsequent management has not followed up.

In the interview, he found that some clothing companies are not so keen on brand name products.

In their view, yes or no, it has nothing to do with their own development, nor has they deliberately pursued it.

"After all," brand "is not the ultimate goal of enterprises. The attention of enterprises should be more focused on how to make enterprises bigger and stronger.

Those who do not want to be named, said Jinjiang business executives.

At the same time, experts said that the initial selection of China's famous brand products was aimed at combating counterfeiting and shoddy phenomena and promoting brand building and industry development. However, with the development of manufacturing industry, the original selection and evaluation system can no longer meet the needs of the development of industrial enterprises.

"We can not deny that the selection of famous brand products has played a positive role in promoting the brand building of China's textile and garment industry, but it is unclear what kind of situation it is now."

Zhang Xiaofeng said.

In addition, an indisputable fact is that a series of problems and so-called "insider" in the selection process have made many enterprises very upset.

"In order to achieve the target (500 million yuan), enterprises are willing to cheat and falsely report sales data."

Wang Canping said.

To a certain extent, this has led to the fact that many famous enterprises in the industry have been separated from "famous brand".