"Convergence And Wisdom Exchange" -- 2016 Annual Conference Of China Textile And Garment Brands

In January 13th, 2016 China Textile and garment brand annual work conference was held.

Convene.

The conference was led by the Ministry of industry and information technology, and sponsored by the China Textile Industry Federation and the China Textile and Garment Brand Strategy Promotion Committee, and the brand office of the China Textile Industry Federation. At the same time, the conference received strong support from Harbin Hongbo business and Heilongjiang Clothing Footwear Association.

The theme of this conference is "integration and wisdom exchange". It aims at gathering relevant government departments, industry associations, leading brand representatives, business leaders and experts and scholars, bringing together the wisdom of the industry focus, building a multi-dimensional platform for sharing and promoting brand innovation and development, and achieving mutual benefit and win-win results.

Sun Ruizhe, vice chairman of the China Federation of textile industry, Chen Dapeng, Yang Zhaohua, Zhang Li, member of the expert advisory committee, Cao Xuejun, deputy director of the consumer goods industry department of the Ministry of industry and information technology, deputy director of the the Xinjiang Uygur Autonomous Region economic and Information Committee, Xie Qing, Feng Guanlin, director of Quality Department of the Ministry of science and technology, Ministry of industry and information technology, Deputy Secretary General of China brand building Promotion Association, chairman of Heilongjiang clothing and footwear industry association, Harbin general manager of Hongbo business, and other representatives of the China Federation of textile industry associations, representatives of local industry departments and representatives of enterprises.

The meeting was chaired by Chen Dapeng.

First, Sun Ruizhe delivered a speech at the conference. "13th Five-Year" has passed a year. This year can be regarded as an important year for China's economic pformation and development. It is a year of innovation and adjustment of the entire textile industry, and is also a year when brand building is constantly tested and reconstructed.

In the past year,

The development of China has maintained a momentum of slow development, steady progress and steady progress, and is an important force to support the development of the entire national economy.

Specifically, the operation quality of key areas is stable and getting better. Two, the development power of the industry is stronger and stronger. Three, by constructing a global production system, and effectively organizing and coordinating superior resources with the help of market, capital, network, brand, culture and social responsibility, China's textile and garment industry is building a new competitive advantage of systematization.

In the new historical opportunity period, the textile and garment industry should seize the new opportunity, cultivate new kinetic energy, and accelerate the pformation from traditional industries to science and technology industry, fashion industry and green industry, so as to realize the three major changes.

We will strive to build up three major safeguards for consolidating advanced manufacturing industry, fashion industry and science and technology industry. This is the new three board that we have repeatedly talked about in the textile industry. In the future, we need to build a new framework and develop new opportunities based on a new orientation.

Brand building of textile and garment industry in 2016

Many effective explorations have been made, and some new challenges and new development proposals have also been faced.

For example, with the continuous upgrading of lifestyle and consumption aesthetics, and based on international and domestic two markets, relying on technological innovation and management innovation, effectively intensification of brand construction costs, inject more cultural connotation and fashion taste for future brand building, balance and optimize the channel structure of online and offline brands, accelerate the pformation from scale development oriented to efficient development oriented brand economy, and continue to tackle tough problems.

For a long time, China Textile Industry Federation attached great importance to the brand work. In 2011, the Brand Strategy Promotion Committee was set up, and the brand office was set up.

At present, a new working mechanism has been formed, which is guided by government departments, supported by associations, coordinated by local governments and assisted by professional institutions.

The conference gathered the strength of the government, associations and professional bodies to jointly promote the development of regional brands, which is an important attempt to promote the development of independent brands.

In his speech, Cao Xuejun said that at present, China's economic development has entered a new normal. The development environment and situation of the textile industry are undergoing profound changes. New technologies, new formats and new models are constantly emerging, consumption structure upgrading, production process reengineering, and diversified sales channels. These changes put forward higher requirements for the brand building of textile and clothing.

In the coming period, we must grasp the new normal and new changes, and cultivate new kinetic energy.

In particular, we need to make up the short board in the aspects of creative design and quality management, and take the initiative to create the trend of absorption increment and consumption upgrading.

Only by taking advantage of the strategic opportunities of industrial pformation can we achieve rapid development in the industry and promote the industry to a new height.

In 2017, the real economy will continue to grow. There are many opportunities and challenges for the development of China's textile industry. Facing the new situation, it is necessary to unite all sectors of the industry to make joint efforts, especially the outstanding progress made by the vast number of enterprises in terms of technological innovation, brand building, intelligent manufacturing and green development, and form a new kinetic energy to promote the pformation and upgrading of the textile industry, create new advantages in international competition, and achieve a strong textile power.

The effectiveness of brand building is clear: the core is clearer and the elements are more closely linked.

At the meeting, Yang Zhaohua focused on the "2016 China Textile and clothing brand development report", summed up and refined the new characteristics of the development of the industry brand, analyzed the deep-seated reasons for brand building, and sought the way of brand innovation and change and sustainable development.

Yang Zhaohua said, in 2016, active adjustment, innovation breakthrough, seeking pformation and upgrading became the main keynote of the brand development of the industry, the core of brand building was more clear, and the brand and technology, mode, channel, capital, culture, fashion and other elements of the more closely linked.

During the opening year of 13th Five-Year, China's textile industry brand accelerated innovation, and the effect of pformation and upgrading gradually emerged, mainly manifested as: the overall operation of the brand was good, the channel terminal was constantly adjusted and optimized, the brand cultivation steadily progressively, and the brand value continued to improve.

He said that in the process of linking China's textile industry brand and technological innovation, intelligence is still an important direction of technological progress for a long time now and even in the future. Some traditional clothing enterprises have begun to explore intelligent pformation.

In the exploration process of pattern innovation, industry brand not only increases the demand for consumers, but also explores more possibilities on the basis of the development of Internet technology.

The brand's exploration of shared economy, social economy, and IP's cross-border cooperation has shown its results.

For example, home textiles enterprises such as Luo Lai, Fu Anna and so on extend the concept of large household, extend products from simple home textile products to furniture, household, home decoration and other fields, and broaden consumer concerns.

In the operation of the capital market, the development of industry brand is also thrived.

In addition, with the accelerated development of the new three board business, enterprises began to choose new three boards as a fast way to link up the capital market, and the enthusiasm of enterprises to enter the new three boards increased.

M & A is becoming more and more active, which promotes the optimization and internationalization of brand resources.

The cross-border operation of the brand has become the norm, changing the connotation and denotation of the brand.

Culture, as the soft power of brand development, has also become the key point of brand building.

Yang Zhaohua said that paying attention to the integration of brand culture, corporate culture and Chinese cultural elements, and paying attention to the deep excavation of brand culture connotation has become an important way for brand to enhance design creativity and enhance competitiveness.

Facing opportunities and challenges, creating brand, terminal brand and regional brand synergy development.

The individualization and differentiation of consumption demand, the facilitation of consumption mode and the smart pformation have put forward higher requirements for brand building of enterprises.

In the face of the existing challenges, there is still much room for improvement in brand building.

For example, the lack of recognition due to the low concentration of independent brands, the pressure brought by channel cost and mode exploration, the lack of comprehensive talents, and the market competition brought by the rapid expansion of international fast fashion brands need further optimization and improvement.

After introducing and summarizing the achievements and challenges of the brand development of China's textile industry in 2016, Yang Zhaohua introduced in detail the direction of brand building in the future.

He said that the implementation of the textile industry development plan (2016~2020 years) put forward the objectives and tasks of brand work, to promote the implementation of the "three products" strategy, in order to enhance brand competitiveness, cultivate well-known brands, improve brand service system, promote brand internationalization as the focal point, and promote the collaborative development of the three major fields of manufacturing brand, terminal brand and regional brand.

Push forward supply side structural reform and focus on strong products.

Yang Zhaohua said that enterprises need to adhere to the concept of quality, from the adjustment of structure, variety, quality, to do strong products.

We should also take the spirit of craftsmen as guidance and do fine product quality.

Attach importance to brand soft power construction and establish industry culture brand.

Focusing on the idea of brand individuality and collective culture construction, we should enhance the brand soft power comprehensively from two aspects: the enhancement of corporate brand culture and the establishment of industry culture brand.

Build the advantage of brand agglomeration and promote the development of regional brand.

Highlighting regional characteristics, strengthening internal cooperation, launching pilot demonstration, developing leading and leading role, playing the role of platform and planning sharing development.

Fusion, Chi Hui, sharing the way of brand building

Different methods and Strategies of brand building are different, and there are different practices and experiences in the process of brand building and operation.

Therefore, this conference released the theme of "brand thinking" on the theme of "integration and wisdom exchange".

Yuan Hongxing, deputy general manager of Jiangsu golden sun Klc Holdings Ltd, takes the theme of "integration of the textile industry chain to create a new pattern of home textiles" as the theme. Xu Bo, director and deputy general manager of Zhejiang apparel Semir Limited by Share Ltd, takes the theme of "creating value of products and services" as the theme. Guo Weixing, director and general manager of Jack sewing machine, takes the theme of "wisdom and intelligence" to move the future -- intelligent equipment to boost clothing making. "Wang Limei's" general business manager Wang Limei "takes the theme of" Hui Hui Hui ": merging with innovation and reassembling new heights. The content is about the industry chain, products, brands and services, new technology, new equipment and new industrial status.

At the same time, the conference also awarded four awards, including the Ministry of industry and information technology, the China Textile Industry Federation and the China clothing association, including the following list: 2016, focusing on tracking the list of independent brand enterprises of clothing home textiles, the national quality standard enterprise of children's wear industry, the brand value evaluation list of textile and clothing footwear enterprises in 2016, and the list of effective operation of the textile industry brand cultivation management system.

(text: Wang Sai / source: textile and clothing weekly)

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