The textile industry in the eyes of reporters for the past five years (brand articles)

Brand, carrying the power of "value atom"

“Creating new advantages of independent brands is an important indicator to increase market discourse power”, and the textile industry has long proposed the importance of brand building. Five years, the industry continues to force companies to brand building as the fundamental strategic development goals has become increasingly clear, as the president of China Textile Industry Association, Sun Rui Zhe pointed out, financial manufacturing, fashion, science and technology in one of the three elements of brand building It is becoming the most important "value atom" of China's textile industry.

Urban style in the menswear show.

The entire industry chain brand system is forming

Five years ago, when it comes to brands and talks about fashion, it must be some well-known clothing and home textile brands that will not be associated with textiles and fabrics. However, five years later, China's fiber fashion trends , Ningbo Weiyi, Xinshen and other fiber and fabric brands are becoming 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 “China Fiber Trends Release” campaign with a number of units. In the past five years, 94 fiber brands have been selected, of which about 50% have established their own brands on the basis of corporate brands, and have been recognized by the industry and widely praised by downstream and end users. Rainbow Group's splendid yarn, Xinxiang chemical fiber's magic color silk, Shandong Yingli's Mussel, and Xinhui Meida's Da Lilun.

Looking at fabric companies , Ningbo Weiyi and Xinshen Group, together with the international stage such as China International Fashion Week, teamed up with internationally renowned designers to launch fashion shows that belonged to fabrics for many years, further emanating their own fabric brands.

Since the 18th National Congress, the brand awareness of the whole industry has been further improved, and the whole industry chain brand system is taking shape. At present, China's original clothing brand echelon has basically formed. According to the statistics of China National Commercial Information Center's large-scale retail enterprises, there are about 4,000 domestic and international apparel home textile brands in the domestic market, including 3,500 domestic brands. The independent brand is the main force in the domestic consumer market. . The whole industry has more than 300 “China Famous Brands”.

At the same time, the globalization of brand enterprises has accelerated, and overseas investment has shown a trend of multi-regional, multi-industry and multi-form acceleration. Some qualified clothing brands have begun to use the capital market to integrate international resources through mergers and acquisitions, joint ventures and equity participation. Through the course of the 45th anniversary of Shandong Ruyi Technology Group, it has just changed its name to Shandong Ruyi Technology Fashion Group, marking the wishful journey will be fully into the new textile technology and fashion brand development. After years of hard work, Ruyi Group has more than 30 internationally renowned clothing brands and 5,000 brand clothing retail stores.

Nowadays, the brand structure of multi-party construction, such as national policy support, industry synergy, enterprise cultivation management, and social institution participation, is basically formed. The brand value system consisting of quality , innovation, rapid response, social responsibility and brand culture is widely recognized and Practice.

Brand cultivation and evaluation system is improving day by day

At the beginning of 2016, a news of consumer outflows set off an uproar in China. In June of that year, the General Office of the State Council issued the "Several Opinions on Promoting the "Three Products" Special Action of the Consumer Goods Industry to Create a Good Market Environment", and deployed special actions to increase the variety, quality, and brand "three products" of the consumer goods industry. At the same time, in order to make up for the shortcomings of independent brand development, approved by the State Council, starting from 2017, it will be established on May 10th each year as “China Brand Day”. At the national level, the Chinese brand has gained unprecedented attention.

The costumes of the seven wolves were inspired by the embroidery of the Miao and Tibetans, and they conveyed different fashion men's wear.

Yang Zhaohua, vice president of the China National Textile and Apparel Council and director of the Brand Work Office, and president of the China Household Textile Industry Association, explained that the "three products" strategy was promoted and implemented in the textile and apparel industry. The brand is still the shortcoming of the industry. China is currently facing The biggest problem is the lack of a strong brand. For this reason, the industry has included the “three products” strategy in the “Textile Industry Development Plan (2016-2020)” and proposed to vigorously implement the “three products” strategy.

In fact, the China National Textile and Apparel Council has always attached great importance to industry brand building. As early as 2011, the industry proposed to create new advantages of independent brands and improve market voice. In the same year, the China Textile and Apparel Brand Strategy Promotion Committee and the China Textile Industry Federation brand work office were established. From 2012 onwards, we adhere to the annual The "China Textile Industry Brand Development Report" was released, summarizing the new characteristics and new trends of textile and apparel brand development, and proposing directions and suggestions for the next development, and leading the textile and garment industry brand building to carry out many powerful explorations.

In order to cultivate a number of advantageous clothing and home textile brand enterprises with strong market influence and international competitiveness, from 2012, the Ministry of Industry and Information Technology and the China National Textile and Apparel Council launched a survey on the construction of independent brands in the clothing and home textile industry. Continuously tapping the dominant brands with strong innovation ability, development vitality and potential. At present, 120 “key-tracking and cultivating garments and home textiles independent brand enterprises” have been identified. According to the data of 120 self-branded enterprises of home textiles, in terms of business performance, the main income of these textile and apparel enterprises in 2016 reached 2 billion yuan, an increase of 5.6% year-on-year, and the average profit rate was 11.07%, far superior to the industry. Average.

In the past five years, a total of 50 textile and apparel brand companies have been awarded the title of brand cultivation model enterprise by the Ministry of Industry and Information Technology. Among the “Top 50 Textile and Apparel Brand Values ​​2016” issued by the Ministry of Industry and Information Technology, the China National Textile and Apparel Council, and the China National Garment Association, six companies have annual sales of more than 10 billion yuan. The brand value of 23 companies that have participated in the evaluation for two consecutive years has increased by an average of 26.3%, and that of 8 companies has exceeded 50%. It can also be seen from these areas, brand enterprises in the transformation and upgrading remarkable results.

At present, the Chinese original clothing brand echelon has basically formed.

Brand development is closer to the market

In recent years, contact the textile industry and technological innovation of Chinese brands are also increasingly tight. On the one hand, business investment in research on progressive upgrading; on the other hand, intelligence is still an important direction now and for a long period of time and technological progress, the traditional garment enterprises began to explore the intelligent transformation. The Red Collar Group has successfully transformed on the road of intelligence, and has also formed a unique model that has shocked the entire apparel industry with an annual profit growth rate of 150%. All of this is due to the founder Zhang agent using information technology to solve the problem of custom large-scale production of suits.

In the process of model innovation exploration, industry brands not only increase the research on consumer demand, but also explore more possibilities based on the development of Internet technology. Brands have seen results in the exploration of shared economy, social economy, and IP cross-border cooperation. For example, Luolai, Fuanna and other home textile companies have expanded their products from simple home textile products to furniture, home, home decoration and other fields to broaden consumer concerns.

In the operation of the capital market, the development of industry brands is also flourishing. In addition, with the acceleration of the NEE business, the company began to choose the new three board as a fast way to dock the capital market, and the enthusiasm for landing the new three board increased. Corporate mergers and acquisitions are increasingly active, promoting the optimization and internationalization of brand resources. At the same time, the cross-border management of the brand has become the norm, changing the connotation and extension of the corporate brand.

Tai Yang is specialized in quality.