The Whole Industry Chain Is Driven By Innovation, And The Brand Of China Textile Institute Is Strong.

　　 Recently, China General Technology Group, China Textile Science Research Institute Co., Ltd. (hereinafter referred to as "China Textile Institute") has received the written commendation of the State Council for the joint prevention and control mechanism of new coronavirus pneumonia (medical materials support group). As a "national team" in the textile industry, China Textile Center has implemented the central guarantee directive in the outbreak of the new crown pneumonia, and has actively implemented the social responsibility and mission of the central enterprises in practical action, giving full play to the brand appeal of the main force of scientific research. 　　

In recent years, China Textile Center attaches great importance to brand building and promotion, forming the brand structure of "China Textile General brand + sub subsidiary brand", with nearly 100 brands. For more than 60 years, the development of China Textile Center, brand strategy is not to create a slogan, a publicity selling point, but in the national spirit and industry demand constantly enhance the ability of independent innovation, leading the industry's scientific and technological progress. Therefore, as the largest comprehensive research institute and textile high and new technology industry base in the textile industry, the three words of "China Textile Institute" have become the golden signboard of technological innovation in the industry.

The brand matrix will fight the epidemic, and polish the golden signboard of the national team.

As the "national team" of the textile industry, the China Textile Institute has started from the overall situation in the outbreak of the new crown pneumonia epidemic, without considering the cost, from the protective clothing fabric production to the industry chain integration, then to the medical equipment development, the protection material and consumer product innovation research and development, the inspection and test control and so on six aspects, mobilizes the brand matrix of each two level company, the strong anti epidemic.

　　 China spinning green fiber wipes

China Textile Institute Green Fiber Co., Ltd. (hereinafter referred to as "China spinning green fiber"), closely linked to the needs of epidemic prevention and control, has developed and produced special fiber, which is suitable for medical protective clothing and medical masks, and so on. It has actively butted with downstream production enterprises and developed a disinfectant wipes containing 75% medical alcohol. Jingdong mall and other e-commerce platforms have truly achieved a win-win situation against epidemic and marketing development. The company is also actively developing, manufacturing and promoting other new products such as wet towel series, isolation clothing, soft towel, bedding and so on.

　　 Zhongli machine makes full effort to develop and produce urgently needed medical and nursing equipment.

Beijing Zhongli Machine Engineering Technology Co., Ltd. (hereinafter referred to as "Zhongli machine") has been developing and producing urgent medical and nursing equipment, accumulatively producing 74 protective clothing layering machines, 62 flat mask machines, 10 high-end medical N95 mask machines, and 7 sets of melt blown nonwoven production lines. It took 9 days to complete the commissioning of the first medical protective clothing strip machine of Zhongli machine. After 18 days, the first automatic flat mask machine was successfully released.

　　 Connaught protective clothing

China Textile Institute (Zhejiang) Technology Research Institute Co., Ltd. (hereinafter referred to as "Zhejiang branch of China Textile Institute") actively integrated the upstream and downstream industry chain resources, and screened out 30 qualified textile enterprises and 97 individual protective clothing processing enterprises, successfully achieved the upper and lower reaches of the protective clothing industry chain, and realized the incremental supply of protective clothing and isolation clothing. At the same time, the Zhejiang branch of China Textile Institute has registered the brand of "Connaught protection" for its series of protective products, providing more professional products for the downstream. In the post epidemic era, the Zhejiang branch is actively developing and producing products such as coats, masks, gloves and so on, which are suitable for consumers' daily wear.

The group standard of "reusable medical protective clothing" as the first drafting unit and the group standard of "reuse daily protective mask" have also been released, providing technical support for the long-term use and reasonable disposal of protective materials.

Many brands firmly "go out" and actively expand international influence.

Since the outbreak of the new crown pneumonia is spreading all over the world, the Zhongli machine automatic flat mask machine has been on the way to Italy and the first export of China spinning green fiber. The disinfectant wipes abroad have been sent to the United Kingdom successfully. These brands help international anti epidemic and boost the internationalization of the brand.

In fact, since the national "one belt and one way" initiative was put forward, the China Textile Institute has firmly implemented the strategy of "going global" and is committed to building a national brand. Beijing Zhongfang chemical Limited by Share Ltd actively develops the market of Bangladesh and Vietnam; Zhongli machine promotes the progress of overseas construction projects; the China spinning standard inspection and certification Limited by Share Ltd actively seeks international business layout and international standard release, so as to enhance international influence and lead the system to amend more than ten international standards of ISO, including 8 items and 8 research projects. Recently, Dr. Zhao Qingzhang, former vice president of China Textile Institute, was re elected to the ISO Technical Committee on textiles, ISO/TC38 chairman (ISO/TC38 is responsible for the international standard development work in the field of textile technology), which further enhanced the discourse power in the field of China's textile international standards.

In addition, the National Textile Technology Standardization Institute, a national technical organization affiliated to the China Textile Institute, was commissioned by the China brand building promotion association in 2019, and led by the Inner Mongolia Brand Strategy Promotion Association. The group of leading enterprises and scientific research institutes of the national textile and apparel industry jointly set up a Chinese textile and apparel brand cluster, which is intended to promote the brand war of China's textile and apparel brands. It will expand the brand influence, expand the international market space, and establish the international influence and discourse power of Chinese textile and clothing brand.

　　 Internal and external platforms work together to publicize and continuously release brand vitality.

In recent years, China Textile Institute has continuously promoted brand publicity. Internally, we will organize brand training with the international brand organizations, and take them as the annual fixed training contents. We will also set up the brand communication group of the China Textile Institute, and share and communicate relevant brand information and suggestions at any time.

External, through the industry, internal and external media, exhibitions and industry associations to build a number of platforms to promote their own brands. Last year, the 70th anniversary of new China was founded. As a textile scientific research institution with a long history of more than 60 years, the China Textile Institute grew up with the new China. It witnessed the development of the textile industry after the founding of new China. It has attracted much attention in many industry media reports. The outstanding performance of medical prevention and control materials was reported by Xinhua news agency, people's daily, economic daily, central broadcasting network and other mainstream media, and gained good reputation in the industry. The China textile institute organizes its subordinate companies to participate in the world's largest textile exhibition every year. Many exhibitions have been postponed this year due to the special causes of the epidemic. The rapid response of China Textile Institute, closely following the "cloud era", is committed to enhancing brand influence through online activities. On the 28-31 th of May, China textile green fiber will be invited to attend the yarnexpo yarn exhibition. Many sets of green garments will be used as raw materials.

In addition, China Textile Institute has constantly strengthened its publicity efforts from media channels, and actively released the development of China Textile Institute through the WeChat public number, and made voice for important events by shooting videos and spreading, so that more people inside and outside the industry can understand the China Textile Institute more intuitively. At the early stage of the epidemic, the China Textile Institute invited the whole industry to organize the protective clothing industry chain quickly. Please join us! It only reaches 30 thousand views in half a day. At the same time, the article received a lot of media attention and forwarding, including Xinhua viewpoint micro-blog, state owned small micro-blog, National Federation of industry and Commerce WeChat public number, Guangdong Communist Youth League WeChat public number, general technology group WeChat public number. The reading volume of multiple public numbers exceeds 100 thousand +. The total reading volume of this article exceeds 300 thousand.

In the second half of this year, China Textile Institute will continue to make efforts to build and publicize its own brand, and gradually develop and publish the brand management system, organize all major brand activities to create strong national textile brands, take the construction of green fiber brand as an important starting point, and strive to leave the "brand" of the China Textile Institute in the process of textile brand development.