Clothing Enterprises Create Brands, And Product Quality Is The Key To Success.

A few days ago, he interviewed Yang Zhaohua, director of the brand Work Office of China Textile Industry Federation and President of China Household Textile Industry Association, and asked him to talk about the promotion, implementation and future landing of the three products strategy in the textile and garment industry.

Interpretation of three products strategy

TAweekly: it is understood that the upcoming release.

The plan for 13th Five-Year is supplementing the content of the three products strategy.

The three products strategy has great impetus to the pformation and upgrading of the textile industry in 13th Five-Year.

How do you interpret the strategy of three products?

Yang Zhaohua: China's

The industry has gone to market operation very early. From the enterprise level, after the reform and opening up, the successful enterprises in the market have attached great importance to the three aspects of variety, quality and brand, and their marketization has reached a fairly high level.

At present, China's textile industry

At a steady growth stage, the economic indicators are relatively stable.

In fact, the relationship between supply and demand at home and abroad today also determines that our textile and garment enterprises should turn the vision of product development to market demand. Therefore, enterprises have already done a lot of work in terms of improving quality and creating brand when they focus on increasing varieties. The strategy of "three products" is in line with the current development and pformation and upgrading of China's textile and garment industry.

TAweekly: last year's textile in China

At the annual working conference, vice president Sun Ruizhe pointed out that in the year of ending 12th Five-Year, the textile industry should continue to strengthen the work of improving quality and increasing efficiency, which is consistent with the quality of the strategy. How do you view the relationship between product quality and brand?

Yang Zhaohua: the quality and quality of products are the lifeline of brand.

These years,

The industry has done a lot in improving product quality. For example, we have implemented the national textile industry quality management group activities. This activity has lasted for many years in the industry and has aroused great repercussions. In advocating fine management of enterprises, our industry has also been in the front of other industries, such as

Enterprises such as home textiles and other major sub sectors have attached great importance to the improvement of product quality. There are many products popular with consumers in domestic clothing and home textile consumer market.

according to

In terms of quality, the main contents include developing international benchmarks, strengthening quality management, promoting quality inspection and certification, and ensuring the supply of medicines and high quality raw materials.

In fact, from the present China

According to the reality of the industry, we have basically completed the benchmarking work of textile international standards, and many standards can be matched with international standards.

Focus on industry development

TAweekly: for home textile enterprises, how should we grasp the two directions of smart health and national characteristics mentioned in the varieties?

Yang Zhaohua: from the perspective of product development, including the home textile industry, there is still a serious phenomenon of homogenization in the whole textile and garment industry in China. This further leads to the low brand loyalty of the consumers and the insufficient viscosity of the users. It is also easy for the enterprises to fight the price war, which is ultimately not conducive to the operation of the enterprise, nor is it conducive to the creation of the brand.

Smart health and national characteristics are in line with the current consumption trend. Especially after the rise of Internet channels, many products with cutting-edge concepts can be popularized quickly and recognized by the public in the market.

Of course, the products of these two directions also need to be combined with creative design, and the products developed by enterprises will eventually meet the needs of market segments.

TAweekly: Feng Fei, Vice Minister of the Ministry of industry and commerce, made clear that this year will focus on support.

In the consumer goods field, he also revealed that the scale of support was several billion.

From the perspective of industry, how do you think children's clothing enterprises should actively strive for the support of special funds?

Yang Zhaohua: Yes.

The key support of consumer goods in the field is related to the current state's comprehensive liberalization of the second child's birth policy. On the other hand, it is also related to the reduction in trust of domestic consumers to mother and infant and infant consumer goods in the past few years, especially in the areas of milk powder, infant food and so on.

Therefore, the Ministry of industry and Commerce has made clear that the key support for this field is good news for enterprises in related industries.

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As far as the field is concerned, it is mainly related to pregnant and infant clothing enterprises, and home textile enterprises.

The standard of clothing and clothing is relatively better, but the standards of children's home textiles and infant bedclothes are not perfect. Every enterprise and brand has its own standards, and there is no uniform standard in the industry.

At present, the two major segments of clothing and home textiles have a higher degree of marketization. Enterprises in the subdivision area are facing great opportunities. Meanwhile, other enterprises with mature products are likely to join the market, and competition will become fierce.

The support of the state is an icing on the cake for enterprises. It helps to enhance consumer confidence in enterprises and products in the field of subdivision. This is also the intention of the state to support relevant industries.

For enterprises, it is only necessary to conscientiously do well in products, adjust themselves to meet the needs of the market, so as to grasp the opportunity advocated by the state.

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Brand is the key to success.

TAweekly: as early as the early 90s of last century,

The industry has put forward three strategic challenges, and a number of brands and brand enterprises with strong market competitiveness have emerged.

But overall, brand development is still very uneven, and there is still a lack of strong brands that are internationally known.

The biggest short board of the textile industry is to create brand names. As the functional organization of the brand work in the industry, what are the specific plans of the Federation brand office in the implementation of the three products strategy?

Yang Zhaohua: as a functional department under the Federation, the brand office has much work to do in creating brand names.

The macro guidance of the industry can play an important role in promoting the professional services of enterprises. The brand will also play a further role in the evaluation of regional brand, enterprise brand, product brand and independent innovation brand.

From the point of view of brand creation, I think there are two main points: first, products, and second, channels.

For products, we need to play China.

The joint fleet of the Federation has played an active role in promoting cooperation with various professional associations, agencies and functional departments, and at the same time, has carried out cross-border cooperation to help enterprises break through the short board of brands.

From the experience of product development of outstanding brands abroad, they start professional development from raw materials, what kind of technology will be considered in the downstream links, what functions the products will have, and so on, will carry out comprehensive development. In fact, their product development shows a team work.

Therefore, the brand office will also carry out special work to help enterprises to carry out brand building, such as the development and brand building, product development and other aspects of personnel training.

In the channel, we will also encourage enterprises to carry out channel innovation. Brand office will put forward some problems for enterprises to pay attention to according to the commonalities of the development of the industry. When necessary, we will organize some activities, share experiences and cases of excellent brand enterprises, and guide everyone to explore solutions together.

TAweekly: in

There are still some prominent problems in the brand building of enterprises, for example, the brand awareness of enterprises needs to be strengthened. Especially the upstream enterprises generally believe that brand building is a matter of terminal enterprises, and they do not attach enough importance to the creation of brands. The brand building of enterprises is often limited to a few departments, and there is no necessary coordination and coordination among departments.

What do you suggest?

Yang Zhaohua: during the past few decades, a large number of relatively strong brands have emerged in the field of clothing and home textile consumption. The two industries have also achieved a high degree of marketization. However, judging from the development stage of the whole industry, brand is still the biggest short board in our industry at present.

The concrete performance is: we lack the internationalization big brand, in the subdivision expense domain, lacks the occupying rate very high brand, the brand quantity is also few.

Besides, the biggest problem is that the homogenization of brand products is very serious.

In recent years, the brand awareness of enterprises has been strengthened, but the market environment and business environment related to brand development still need to be improved, for example, the intermediate cost and the cost reduction of brand product sales.

The relevant departments of the state should give tax support to brand enterprises, incorporate more technological innovation and design and creative brand enterprises into the scope of high-tech industries, and deduct the cost of R & D of enterprises.

Second, creating brand includes manufacturing.

Build.

In this field, the textile and garment industry has a great number of enterprises have potential, especially those export type OEM enterprises, their product quality is very good, the delivery time is very stable, for the downstream enterprises, they are a brand itself.

Combined with the market environment facing the current industry, these excellent OEM enterprises actually have the characteristics of manufacturing brands, and they can also undertake the development and growth of enterprises by undertaking orders from the terminal brands in the domestic market.

In home textile industry, cheerful home textiles is a typical case.

The third aspect of brand creation is the region.

Build.

In fact, the industrial cluster with industrial advantages is the incubator of small and medium-sized brands. In this respect, the brand office has a lot of work to do to help local industry and enterprise development and help them create regional brands.

TAweekly: from the executive level, a number of documents, including the general requirements of the brand cultivation and management system of textile industry, have been introduced in the field of brand building. In the second half of this year, in conjunction with the deployment of the national strategy of three products and strategy, what specific works will be carried out in the implementation of the above work?

Yang Zhaohua: the brand office of China Textile Industry Federation will carry out the brand work from the following aspects.

First, continue to carry out brand cultivation work, under the guidance of the Ministry of industry and information technology, carry out the brand enterprise data survey work, dynamically adjust the brand clothing enterprises' own brand enterprises to focus on tracking, further expand the scope of implementation of the industry standard of the textile industry brand cultivation management system requirements, organize the enterprise to carry out the brand cultivation pilot demonstration, establish brand cultivation management system, carry out brand professional training, enhance the key link capacity building, continue to promote the textile industry regional brand work, further expand the scope of trial, organize the pilot area to participate in the Ministry of industry industrial cluster regional brand pilot demonstration work.

Two is to carry out brand value evaluation work, under the guidance of the AQSIQ, in conjunction with professional associations and relevant departments, according to the "brand value evaluation of textile and clothing, shoes, hat industry" national standards, organize the brand value evaluation, issue China Textile and clothing brand value list.

The three is relying on the Ministry of industry and information technology.

Creative Industry Park alliance to develop textile

The pilot project of Creative Industrial Park will promote exchanges and cooperation between the parks.

Four is to organize the textile industry upstream and downstream brand enterprise docking cooperation, and cross-border learning and exchange activities, promote resource integration, share the successful experience.

Five is brand promotion and promotion, relying on China.

The brand network and professional media will strengthen publicity and promotion to focus on cultivating brand enterprises and regional brand areas, and enhance the influence of independent brands.

The six is to strengthen the basic research of the brand, compile and publish the brand development report of China's textile industry in 2016, summarize and summarize the new situations and characteristics of brand development, analyze the typical experience cases in depth, and guide the brand building of the industry.