China'S Textile Industry Brand Is Closely Related To Technological Innovation.

Brand carries the power of "value atom".

"Creating new advantages of independent brands is an important symbol of improving market discourse power".

Industry has long put forward the importance of brand building.

Over the past five years, the industry and enterprises have been working hard, and the strategic development goal of brand building is becoming more and more clear. As Sun Ruizhe, President of China Textile Industry Federation points out, the three elements of manufacturing, fashion and technology are integrated.

Construction is becoming the most important "atom of value" in China's textile industry.

Urban style in men's Wear Exhibition

The whole industry chain brand system is forming.

According to the world clothing shoes and hat net, five years ago, when talking about brands and chatting to popularity, they must be known in people's minds.

The home textile brand will not be associated with textile, fabric and other textile products.

However, five years later, the popularity of China's fiber trends, Ningbo Weiyi, Xinshen and other fabrics and fabric brands become more and more popular.

In order to enhance the overall competitiveness of the "China fiber" brand, and guide the chemical fiber enterprises to focus on brand building, since 2012, the China Chemical Fiber Industry Association has jointly launched a number of joint units, and launched the "China fiber fashion trend publishing" campaign.

Over the past five years, 94 brands have been selected. About 50% of them have built their own brands on the basis of brand names, and have been widely recognized by the industry and downstream and end-users alike, such as the colorful yarn of Sheng Hong group, the magic silk of Xinxiang chemical fiber, yingshai of Yingli of Shandong, and Dali Lun of Xinhui Mei da.

Look at fabric enterprises, Ningbo Weiyi, Xinshen group, etc. with the help of China International Fashion Week and other international stage, the international famous designers have launched innovative fashion shows belonging to fabric for many years, and have further started their own fabric brand.

Since eighteen, the brand awareness of the whole industry has been further improved, and the brand system of the whole industry chain is emerging.

At present, China's original clothing brand echelon is basically formed. According to the statistics of the large retail enterprises in China's business information center, there are about 4000 domestic and overseas apparel home textile brands, including 3500 domestic brands, and independent brands are the main force in the domestic consumer market.

The whole industry has more than 300 well-known trademarks in China.

At the same time, the globalization process of brand enterprises is speeding up, and overseas investment is accelerating in a multi regional, multi industry and multi form manner. Some conditionally fashion brands begin to integrate international resources by means of mergers and acquisitions, joint ventures and equity participation.

Shandong Ruyi technology group, which has gone through 45th Anniversary stages, has just changed its name to Shandong Ruyi science and technology fashion group. It signifies that Ruyi will fully enter the new journey of technology textile and fashion brand development.

After years of hard work, Ruyi group has more than 30 internationally renowned clothing brands and 5000 brand clothing retailers.

Today, the brand structure, which is supported by national policy support, industry collaboration, enterprise nurturing management and social institution participation, is basically formed. Brand value system composed of quality, innovation, rapid response, social responsibility and brand culture has been widely recognized and implemented.

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Brand cultivation and evaluation system is improving day by day.

At the beginning of 2016, a news of consumption outflow caused a great stir in China.

In June of that year, the general office of the State Council issued a number of opinions on developing the "three products" special action for the consumer goods industry to create a good market environment.

At the same time, with the approval of the State Council, since 2017, it has been set up every year in May 10th as "China brand day".

From the national level, the development and strengthening of Chinese brands has gained unprecedented attention.

The design of the seven wolves shows the inspiration from Miao and Tibetan embroidery, which conveys different fashion men's clothing.

Yang Zhaohua, vice chairman of the China Textile Industry Federation, director of the brand work office and President of the China Household Textile Industry Association, pointed out that the brand is still a short board of the industry in explaining how the "three products" strategy is promoted and implemented in the textile and garment industry. The biggest problem facing China is the lack of a strong brand. In this regard, the industry put the "three products" strategy in the textile industry development plan (2016-2020 years), and put forward the strategy of vigorously implementing the "three products" strategy.

In fact, the China Textile Industry Federation has always attached great importance to brand building.

As early as 2011, the industry proposed to create new advantages of independent brands and enhance market discourse power. In the same year, the China Textile and Garment Brand Strategy Promotion Committee and the China Textile Industry Federation brand work office were set up. From 2012 onwards, the Chinese textile industry brand development report was released annually, and the new characteristics and new trends of textile and garment brand development were summarized, and the direction and suggestions for further development were put forward, so as to lead the textile and garment industry brand building to make a lot of effective exploration.

In order to cultivate a group of garment brand enterprises with strong market influence and international competitiveness, since 2012, the Ministry of industry and information technology jointly launched the investigation of independent brand building in the apparel home textile industry, and constantly excavated strong brands with strong innovation ability and vigor and potential.

At present, we have identified 120 "focus on tracking and cultivating clothing brand independent brand enterprises".

According to the data of the 120 home textile brand enterprises, the main income of these textile and garment enterprises in 2016 reached an average of 2 billion yuan, an increase of 5.6% over the same period last year, with an average profit margin of 11.07%, far better than the average level of the industry.

In the past five years, a total of 50 textile and garment brand enterprises have been awarded the brand cultivation demonstration enterprise issued by the Ministry of industry and information technology.

By the Ministry of industry and information technology, China Textile Industry Federation, China clothing association and other institutions recognized that the "textile and clothing brand value 50 in 2016", 6 enterprises annual sales of more than 10 billion yuan.

For 23 consecutive years, the value of the brand of the 23 enterprises increased by 26.3%, and 8 enterprises exceeded 50%.

From these aspects, we can see that brand enterprises have achieved remarkable results in pformation and upgrading.

At present, China's original clothing brand echelon has basically taken shape.

Brand development is closer to the market

In recent years, the relationship between China's textile industry brand and technological innovation is becoming more and more closely related.

On the one hand, enterprises' investment in scientific research is gradually improving. On the other hand, intellectualization is still an important direction of scientific and technological progress for a long time now and even in the future. Some traditional clothing enterprises begin to explore intelligent pformation.

The red collar group has successfully pformed itself on the road of intellectualization, and has formed a unique model. It has shocked the entire garment industry with the annual profit growth rate of 150%.

All this is due to the fact that founder Zhang solved the problem of mass customization of suits with information technology.

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.

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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 for landing the new three boards increased.

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

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

The quality of the big Yang is customized.

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