Depth Analysis: New Thinking On Brand Development Transformation And Leapfrogging

Zhu Hongren pointed out: "after years of efforts, Textile industry brand Progress has been made in construction. The work of brand building extends from the consumption brand of clothing home textile terminal to the whole industrial chain of textile raw materials, fabrics and so on. Brand collaborative development is expanded from the emphasis on the key links of the brand to the brand building of the whole life cycle of R & D, design, manufacture, sale and service, and the brand development of the whole value chain has been radiated to the cultivation of the regional brand of the industrial cluster by focusing on the demonstration role of the key enterprises.

"In the past year, the economic indicators of the textile industry have slowed down, and the economic performance indicators of the industry have all entered a single digit growth. At present, the industry is facing greater pressure to develop, and it is very difficult for the industry to accelerate structural adjustment, transformation and upgrading, and promote sustained, stable and healthy development of the industry. This is a 2014 reporter held in Haining in recent days. China Textile and clothing brand The annual working conference was informed.

Statistics from the China Textile Industry Federation show that from January 2014 to October, the total industrial added value, main business income and total profit of textile enterprises above designated size increased by 7%, 7.6% and 9.1% respectively. At the same time, the adjustment of regional structure, the adjustment of industrial structure and the development of new channels have obvious effects on the operation of the industry.

This annual meeting is sponsored by the Ministry of industry and information technology and the China Federation of textile industry. Zhu Hong, member of the Party committee and chief engineer of the Ministry of industry and commerce, chairman of the China Textile Industry Federation, chairman of the China Textile and Garment Brand Strategy Promotion Committee, Wang Tiankai, vice chairman of the China Textile Industry Federation, and Zhang Li, director of the brand work office, China. Costume Association Chen Dapeng, executive vice president, and Yang Zhaohua, President of China Textile and textile industry association, made important speeches on promoting the brand development strategy of China's textile and garment industry.

　　 The new normal is the logic of economic development.

Zhu Hongren pointed out: "through the efforts of recent years, the textile industry has made progress in brand building. The work of brand building extends from the consumption brand of clothing home textile terminal to the whole industrial chain of textile raw materials, fabrics and so on. Brand collaborative development is expanded from the emphasis on the key links of the brand to the brand building of the whole life cycle of R & D, design, manufacture, sale and service, and the brand development of the whole value chain has been radiated to the cultivation of the regional brand of the industrial cluster by focusing on the demonstration role of the key enterprises.

The Ministry of industry and information technology promotes brand strategy in the manufacturing sector, improves the quality of development, and takes it as the focal point of transformation and upgrading, so as to create an external environment conducive to enterprise brand building, strengthen guidance, create an environment, build a platform, foster development, and provide good public services for enterprises through regulating the competitive environment of the market.

Economic development has entered a new normal. It is a major strategic judgment made by the central authorities to assess the situation. The new normal is a leap in the development level. Understanding the new normal, adapting to the new normal and leading the new normal are the great logic of China's economic development in the present and future period, and also the basic premise for doing a good job in economic work.

　　 Implementation of innovation driven development brand strategy

Wang Tiankai believes that strengthening the brand building is the inherent requirement of the textile industry under the new normal, and is also an effective way to implement the innovation driven development strategy, and is also an inevitable choice to win the new advantage of international competition. In the face of the new normal, the main direction and goal of enterprise development is still the contribution rate of technology and brand. Technology is the hard power of the industry. Brand is not only hard power, but also the soft power of the industry.

Wang Tiankai said: "brand building should concentrate on Concentrative efforts. We must concentrate on building a century old brand. The vitality of the brand lies in its quality. We must not pursue the shortcut to go all the way to the sky. We must grasp the new positioning and new opportunities in the global division of labor with our own brand strength, so as to create new competitive advantages. And brand building should grasp the general trend, pay attention to the market and return to the root. Doing a good job is a profound understanding of the current and future consumer market, consumption demand and consumption patterns. With the rapid development of Internet technology, the integration of information technology, such as cloud platform, big data and mobile payment, and the integration of high-end customization and marketing in textile and clothing have already played a huge role in promoting the development of the industry. We should seek for deep integration with different industries, thus forming new advantages of cooperation and competition.

　　 New ideas on transformation and upgrading of brand development

Zhang Li analyzed the new situation of textile industry brand construction under the new normal with 6 "new" points. She pointed out that recognizing new normality, adapting to the new normal and leading the new normal are of great significance to vigorously promote the brand building of the textile and garment industry.

"The new normal of China's economy brings new opportunities for brand development. The further release of market vitality and the further optimization of economic structure will stimulate the vitality of enterprises, and establish new quality concept, benefit view and brand development view, which is a new requirement for brand building under the new normal. It is foreseeable that under the new normal situation, enterprises with distinct competitive advantages will be further developed, and enterprises with unreasonable product structure and serious homogenization will face serious survival crisis. Under the new normal, China's economy will rely more on domestic demand. At present, our consumption power is less than 50%, far below the global level of 70%. With the implementation of China's strategy of expanding domestic demand, the increase of residents' income and consumption level, the acceleration of urbanization and the improvement of consumption environment, the potential of domestic demand market will be increasingly released. Zhang Li said, "the new trend of market competition brings new challenges to brand development. From the international perspective, the competition is fierce. The developed countries not only have strong brand advantages, but also cultivate new competitive advantages. Southeast Asian countries are making impact on China's competition with low-cost manufacturing. From the domestic perspective, one is that our market is not prosperous enough, and this market competition is intensifying. On the other hand, the pace of international brands entering China is accelerating. How to enhance our core competitiveness in the new situation of quality differentiated competition has posed a new challenge to brand enterprises.

　　 Rationality and pragmatism are signs of brand becoming mature.

Chen Dapeng pointed out that in recent years, with the transformation of China's economy, especially the changes of the market, including the change of market demand, the change of market structure and the change of market consumption mode, the garment industry has entered a period of comprehensive adjustment and transformation.

Since the "[-0.67% fund research in the new century", especially after 2000, China's clothing industry has been developing rapidly under the support of the two supporting backgrounds of the entire textile industry chain and market demand. A large number of excellent brands have been developed and have been recognized by consumers. However, with the transformation of China's economy and the slowdown of economic growth, the change of market consumption, especially the competition of homogenization and excess, has brought us a very big market operation difficulty. Chen Dapeng said, "under such circumstances, our brands and entrepreneurs are thinking and reflecting. The development of the growth mode of the horse race enclosure in the past, especially the rapid expansion of scale, has brought us difficulties. Every year, dozens of stores and even hundreds of stores open shop. This rapid development has made our enterprises and brands lose sight of the importance of being an industry or being an important brand.

"I have always believed that the slowdown in the market is a good thing for the development of the brand, slow down, impetuous, and think more rationally and pragmatically about the way of brand development." Chen Dapeng believes that rational and pragmatic is an important turning point and symbol for the garment industry and brand to mature on the basis of the past development. Looking at the brand development over the past two years, a prominent feature is rationality and pragmatism.

Yang Zhaohua believes that the home textile industry's brand building should focus on three aspects: first, the development of the market, the product development with consumption demand as the guide, the consumption demand and the domestic demand. The home textile industry will carry out bed product testing and scientific use of activities this year. Second is to expand the brand impact and actively increase the export share of the independent brand. Great changes have taken place in the past two years. The home textile industry should explore all channels in the future, strengthen the integration of online and offline businesses, and explore new channels. Finally, quality, quality is the root of the brand, if there is no quality, the brand will have no foundation. On the basis of the past, we should continue to do a good job in the industry's standards and quality work, so that the brand of enterprises can develop healthfully and satisfy or protect the interests of consumers to the maximum. We should also actively promote social responsibility and lead the development direction of the industry.