Enhancing Brand Building Ability Of Textile Enterprises

< p > reporter recently learned from China's a target= "_blank" href= "http://www.91se91.com/" > textile "/a" Industrial Federation brand work office, this year, the office starts from optimizing the development environment, promoting cross-border cooperation, and carrying out value evaluation, and further building a long-term mechanism for textile industry brand cultivation, enhancing the brand building ability of enterprises, developing and strengthening a number of brand enterprises with international competitive advantages, and promoting the construction process of China's textile power.

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< p > China is a large textile country. The textile industry has always played an important role in the national economy in terms of "traditional pillar industries, important livelihood industries and obvious competitive industries."

But in the international market, the lack of competitive brands, well-known brands and the size of the enterprises are not commensurate with the industrial scale. In recent years, China's textile industry has been badly needed to solve from big to strong, and China has promulgated relevant measures and goals for this purpose.

Among them, the textile industry "12th Five-Year" development plan clearly put forward the "development of 5~10 famous brands with international influence and 100 well-known brands with high awareness of the domestic market". The Textile Industry Federation of China released the "textile power platform (2011-2020 years)" issued in 2011, and also identified a focus on cultivating a number of "well-known product brands, well-known enterprise brands, well-known regional brands and well-known international brands" to promote the building of brand power.

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In order to achieve the above goals, the China Textile Industry Federation set up a brand work office in 2009, and started a series of fruitful work from the weak points of the whole industry brand building in P.

Taking 2013 as an example, the office has formulated the industry standard for brand cultivation and management system, and has compiled the annual development report of China's textile industry (silk and cashmere) brand. It has determined that Wenzhou, Shenzhen, Haining and Xiamen are the first batch of regional brand pilot areas in the whole industry, and organized the brand and shopping malls in cooperation with the Chinese Department Store Association, and organized textile a target= "_blank" href= "http://www.91se91.com/" > clothing /a > brand cultivation management series of open training courses.

At the same time, it has also strengthened some basic work that helps the brand building of the industry, including the improvement of the brand database and the website of China's textile and clothing brand network, and the establishment of an expert information base for brand cultivation.

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< p > according to the introduction, this year, the brand office of the China Textile Industry Federation will continue to take innovative measures in promoting the brand building of the industry, and strive to achieve a new breakthrough in building a long-term mechanism for brand cultivation.

First of all, vigorously promote the consultation mechanism landing, optimize the brand development comprehensive environment.

Communicate with the relevant departments such as the Ministry of industry and commerce, promote the process of consultation mechanism, actively reflect the demands of enterprises, strive for the support of all parties to the brand building of textile industry, promote the pformation and upgrading of the textile industry, promote the integration and development of cultural and creative industries and textile and garment industry, and strengthen the construction of Chinese characteristic < a target= "_blank" href= "http://www.91se91.com/" > dress < /a > cultural construction, and create a favorable environment for supporting the sustainable development of independent brands.

Secondly, we should promote the collaborative innovation of the upstream and downstream industries chain, and promote cross-border exchanges and cooperation.

This year, we intend to organize 4~5 viscose filament or bamboo fiber enterprises with the chemical fiber association to develop typical demonstrative products with a target= "_blank" href= "http://www.91se91.com/" > designer "/a". We will organize 2~3 joint promotion activities in the key exhibition period of fabrics, clothing and home textile industry to promote the understanding and application of viscose fiber by post brand enterprises, and promote the integration and innovation of the industrial chain.

At the same time, for textile clothing brand enterprises to carry out fabric demand research, organize the selection of high quality fabric enterprises and clothing home textile brand business docking, through the fabric product information electronic inquiry, fabric sample physical selection and negotiation and so on, strengthen the whole industry chain collaboration innovation level.

To help brand enterprises to establish cooperative relations with department stores, promote the exchange of zero supply, and further promote the popularization of e-commerce and other business models.

Third, we should promote regional brand building and enhance the competitive edge of regional industries.

Assisting Shenzhen, Wenzhou, Haining and Xiamen 4 regional brand pilot areas to develop regional brand building plans; relying on the China Textile and clothing brand network, strengthening regional brand publicity; working with local governments to carry out distinctive activities, and strive to explore a new mode of regional brand building to promote the pformation and upgrading of local textile and garment industry.

In addition, the office will launch the annual brand value evaluation work, and intends to release a number of enterprises with brand value exceeding 500 million yuan, and create an authoritative publishing platform for the brand value of textile and garment industry, and enhance the international and domestic industry's right to speak.

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< p > March 1st, the first domestic industry brand cultivation management standard drafted by the Ministry of industry and supported by the China Textile Industry Federation was formally implemented.

At present, the China Textile Industry Federation's brand work office is embarking on the compilation work of the guide for the implementation of brand cultivation management system in the two industries of clothing and home textiles, and takes 111 key tracking enterprises and 64 brand cultivation pilot enterprises as the key points. Based on the pilot regional brand building, the regional and enterprises with better brand building foundation are selected to carry out standards propaganda at different levels, and a group of clothing and home textile enterprises are guided to formulate brand strategy plans according to the implementation guidelines, establish brand cultivation management system, and enhance the brand building ability of enterprises.

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