Chinese Fiber: Brand Value Of Market Argument

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During this period, the "three products" strategy of "supply side reform" and "increasing variety, improving quality and creating brand" are two very important development directions of China's textile industry.

In this process, the annual output of about 44 million 220 thousand tons (2015 1~11 months), accounting for 82% of the total textile fiber processing industry in the chemical fiber industry, how to effectively and effectively carry out these two strategies, to achieve the optimization and adjustment of industrial structure and pformation and upgrading of the development mode is very important.

It is worth noting that during the "12th Five-Year" period, the Ministry of industry and information technology, the consumer goods division and China Chemistry

With the support of the industrial associations and other departments, relying on Chinese fiber

With the release of this innovative activity, the overall competitiveness of the "Chinese fiber" public brand in the international market has been greatly enhanced, and the profit margins of the enterprises and industries have also been enhanced, thus making the practice of "supply side reform" and "three products" strategy for the chemical fiber industry and driving pformation and upgrading by relying on "soft solid force".

Duan Xiaoping, President of China Chemical Fiber Industry Association, pointed out that the important task of the "supply side" reform is to improve supply and guide enterprises to produce better and more responsive products.

The "three products" strategy emphasizes variety, quality and brand.

Looking back on the trend of China's fiber fashion trends, we will find that publishing activities are very suitable for these two development strategies.

"Our country has been committed to building and upgrading the brand image of" made in China ".

The original intention of the campaign is to build the brand of "China fiber" and enhance the overall image and competitiveness of "China fiber" in the international market.

Only when Chinese fiber is strong does it mean that the chemical fiber products produced by Chinese enterprises are the best.

At the same time, the establishment of the activities is to guide the enterprises to improve the supply of products, and then compare the "three products" strategy.

It can be said that the release of fiber fashion trend is the embodiment of the "three products" strategy in the textile industry.

Xiaoping emphasized this way.

Birth bears important mission

Unlike apparel, home textiles, and other end industries, brands can be built by setting up shops in mainstream commercial streets, department stores and shopping centers in major cities. The chemical fiber belongs to the upstream raw material industry. It does not directly target consumers, and purchases its products for spinning and weaving enterprises. Therefore, how to integrate the chemical fiber enterprises and products into the fashion trend and how to create brand is really testing the overall wisdom and innovation ability of the industry.

From the development mode and trajectory of the domestic chemical fiber industry for many years, the brand "charm" has not highlighted the obvious value for the brilliant achievements of most enterprises.

During the period of "fifteen" and "11th Five-Year", though many times faced the adjustment of band cycle, but overall, China's chemical fiber industry can rely on capacity and scale drive. In the world's chemical fiber market, it can be seen a "myth drama". The annual growth rate of the industry's index of two digit is very common.

For example, during the "11th Five-Year" period, the average annual growth rate of industrial output value of chemical fiber enterprises above designated size was 13.7%, and the output of chemical fiber increased by 13.2% annually.

The proportion of chemical fiber in China's textile fiber processing increased from 63.4% in 2005 to 70% in 2010.

However, since 12th Five-Year, the cost of domestic labor costs and other key elements have increased rigidly, and the competition between chemical fiber market and enterprises has become increasingly fierce. In addition, consumer demand continues to slump, and the chemical fiber industry has entered a new round of adjustment cycle.

The production capacity of PTA, viscose and other sub sectors is phased and structural surplus. The prices of several kinds of main chemical fiber products, such as polyester, spandex, nylon and so on, are in a downward trend overall. The profits of enterprises are compressed to varying degrees. Some enterprises in the polyester polyester industry, which are most heavily loaded, even suffer losses.

Under such circumstances, how to reduce the high dependence on the scale driven mode and explore the new development mode becomes the key, and building the brand "soft power" is the key.

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The "Chinese fiber fashion trend" campaign was born under this background.

In March 2012, the Ministry of industry and information technology, the consumer goods division, the China Chemical Fiber Industry Association, the national textile and chemical fiber product development center and Donghua University jointly published the project research results for the first time.

This is the first release of "China's fiber fashion trend".

Xiaoping introduced: "activities began planning in 2011.

At that time, the operation of the chemical fiber industry was still good in terms of statistics. However, we realized that the development mode of China's chemical fiber industry, which had been driven by scale and created a large-scale myth, should not remain unchanged. Instead, we should find a more long-term breakthrough to find a new fulcrum for the improvement of banking profits.

Finally, after many discussions, we launched the strategic research on the trend of China's chemical fiber.

The next market market also shows that the scale - driven model is starting to encounter bottlenecks.

Since the second half of 2011, China's chemical fiber industry has started a more rigorous cyclical adjustment in the current round.

At present, the long duration of the adjustment and the cruelty of the market situation are different from those of the past, even far beyond the expectations of many chemical fiber companies.

In the process of continuous adjustment of the industry, the value of the "Chinese fiber fashion trend" campaign has become more and more prominent.

Activities to build an industry public service platform, to guide and promote our chemical fiber enterprises to pay more attention and attention to build brand, product innovation, product development, enhance brand soft power these more long-term and more connotations of the development level.

Through continuous industrial chain collaboration, the overall strength and competitiveness of China's chemical fiber industry has been greatly enhanced, and the overall influence of "Chinese fiber" brand has been enhanced.

From the perspective of industrial chain collaboration and innovation, the continuous release of the "China fiber trend report" has passed the latest, most advanced and differentiated chemical fiber products to the downstream weaving enterprises, effectively promoting the collaborative innovation of chemical fiber enterprises and fabric enterprises and terminal brand enterprises, and establishing a new mode of chemical fiber enterprises to develop, design, apply and popularize new products, and gradually form a new pattern of fiber, fabric and downstream clothing, home textiles, industrial use and other fields to promote each other and carry out industrial chain collaborative innovation.

It is precisely because of the outstanding contribution of this project that in 2014, in the selection of "textile light" technological progress award, only relying on scientific and technological innovation achievements to win the award, such a "soft" project was awarded the first prize of "textile light" science and technology progress in the year.

Gao Yong, vice president of China Textile Industry Federation, has highly praised this activity.

He pointed out that the release of China's fiber fashion trends has four great significance: first, optimizing the structure of China's chemical fiber industry; two, maintaining interaction with the upstream and downstream industry chains; three, guiding the market to play a role; and four, making the fibers truly into fashion.

Brand value of market argumentation

During the "12th Five-Year" period, the "China fiber fashion trend" campaign was launched for 4 consecutive sessions.

This year, on March 16th ~18, during the five exhibition linkage held by the National Convention and Exhibition Center (Shanghai), the "Sheng Hong 2016/2017 China fiber fashion trend", with the theme of "subversion and remodeling", will be released. This is the fifth issue of China's fiber fashion trend.

In the past 5 years, the "Chinese fiber fashion trend" has been more and more enriched and its connotation is more and more full.

When the first issue was released, it only introduced the fiber varieties introduced by a simple PPT.

Subsequently, the "fiber art design competition" and micro film video playback were launched, and Wu Xuekai, designer of the Golden Summit, joined the fashion show to publish the fashion reunion with Hong Kong Polytech University and other units, and launched a series of rich activities at the annual yarn exhibition site.

In addition to the grand annual event held in March, in order to better popularize innovative and popular chemical fiber products to downstream weaving enterprises and promote collaboration and innovation between the upstream and downstream industries, the China Chemical Fiber Industry Association has also held a series of "China fiber fashion trend docking activities" in cooperation with the China knitwear Industry Association and important domestic industrial clusters.

For example, in Foshan, Guangdong, the "China knitted auditorium and the new fiber development summit of knitting industry" will be held, and the promotion of nylon products will be held in conjunction with the characteristics of Fujian Changle warp knitting industry.

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In addition, in July 2015, "China fiber Museum" static exhibition settled in Jiangsu "Shengze Textile Science and Technology Pioneer Park".

The museum is an extension of the research and dissemination activities of China's fiber fashion trend, providing an international display window for China's fiber industry and an exchange platform for the whole industry chain.

According to reports, Zhangcha, Foshan is also actively applying for finalists for the static exhibition.

Through multi-level, three-dimensional and all-round promotion, in the past 5 years, the influence and coverage of the "China fiber fashion trend publishing" campaign has been more and more extensive, and more and more designers have been working with activities. The participating enterprises are not only limited to upstream chemical fiber enterprises, but also more downstream enterprises.

It is also through the "China fiber fashion trend" release activities to guide and vigorously promote, there are more and more chemical fiber enterprises that have subjective intention to promote enterprises and brands, which can be intuitively reflected through the number and enthusiasm of chemical fiber participating in the yarn exhibition.

According to reports, 4 years ago, the number of enterprises that had the subjective desire to participate in the exhibition was limited. At that time, the enterprises participating in the yarn exhibition were only 20~30, accounting for about 2%~3% of the total number of domestic chemical fiber enterprises.

In 2016, the yarn Exhibition (Chun Xia), the number of chemical fiber enterprises exhibiting at present, has increased to about 130, accounting for 18.57% of the total number of domestic chemical fiber enterprises.

"Through the release of activities, chemical fiber enterprises have initially tasted the sweetness of brand promotion, so the enthusiasm of exhibitors has increased.

This is a great improvement. "

Xiaoping said so.

More importantly, according to the original idea, the organization of the event should seek a new fulcrum for the improvement of the industry's profits. Now, looking back, this goal has been effectively verified in the fierce market competition.

According to the survey data from China Chemical Fiber Industry Association, the release activities in 2012/2013 will boost sales revenue of related new products by about 16000000000 yuan, increase the total profit of the industry by about 1000000000 yuan, and release activities in 2013/2014 will boost the sales revenue of related new products by about 36000000000 yuan and increase the total profit of industry by about 1 billion 500 million yuan.

Over the past few years, the average sales profit of the selected products exceeded 18%, which is 4.8 times the average sales profit of the industry.

For the "13th Five-Year" period to continue to promote the "Chinese fiber fashion trend" released for the entire chemical fiber industry's important significance, Xiaoping said that the chemical fiber industry should continue to strengthen technological pformation, innovation product development and other "soft power" to promote the development of the industry.

The release trend of fiber trend will continue to play a unique charm, relying on this activity, and continuously enhance the competitiveness and influence of "Chinese fiber".

Chemical fiber enterprises should also actively integrate and follow up the release of fiber fashion trends, carry out the promotion and construction of enterprise brands, seek a more meaningful development mode and enhance long-term competitiveness.