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In Depth Consultation With The Textile Industry "12Th Five-Year" Brand Development Outline

2011/3/21 18:07:00 105

Brand Development Of Textile Industry And Textile Industry

March 8th -3 11, by Sun Ruizhe, vice president of China Textile Industry Association, Ministry of industry and information technology

consumer goods

Zhang Li, director general of Si Yuan, Chen Dapeng, chairman of China Fashion Association, Yang Zhaohua, President of China textile construction and Planning Institute, Feng Dehu, vice president of China Fashion Association, Wang Zhuo, Secretary General of China Fashion Association, Qu Jing, Secretary General of China knitted Association, Secretary General of the China Textile Association, and so on, organized a brand research group composed of 12 persons. The group of textile and clothing brands gathered in Shenzhen, Ningbo and Qingdao to carry out intensive research, and listened carefully to the proposal of local business representatives by organizing entrepreneurs' Symposium and visiting enterprises in parallel.

2011 is the opening year of the "12th Five-Year" plan for the textile industry.

The "12th Five-Year" brand development outline (Draft for consultation) formulated by the China Textile Industry Association is an important part of the "12th Five-Year" plan for the textile industry.

At the same time, in order to implement the guiding opinions of the seven ministries and commissions on accelerating the construction of the independent brand of clothing home textiles, the evaluation of "100 strong" clothing brand demonstration enterprises jointly launched by the Ministry of industry and information technology and the seven ministries and commissions has officially started.

As an organic unity for the construction of independent brand of textile and apparel, the development outline and the evaluation system of "100 strong" clothing brand demonstration brand enterprises aim at building a practical and feasible development path and system framework for leading and forward-looking brands.

The research group focused on the operation status and development obstacles of textile and garment enterprises in developing their own brand building, as well as the opinions and suggestions for the existing draft outline and demonstration brand evaluation system.

Shenzhen, Ningbo and Qingdao, as the "regional highlands" with high density of Chinese textile and clothing brands, are facing the development problems with strong representativeness.

In order to ensure that the research can absorb the different voice on the industrial chain nodes to ensure the overall and scientific planning orientation, the brand enterprises involved in the survey cover the downstream industries of clothing and home textiles, as well as the different types of industrial manufacturing brand and sales channel brand.

Through investigation, we find that "the rise of labor prices and the stability of labor resources supply", "the double loss of design and research personnel and channel sales personnel", "the sharp contraction of brand profit margins caused by the continuous deterioration of business environment", "insufficient incentives for enterprises' R & D R & D by existing tax policies", "lack of innovation power caused by the lack of intellectual property protection system", "single enterprise marketing channel construction difficulties" and "building public brands to face institutional obstacles" and many other problems have become prominent issues of brand building reflected by three entrepreneurs in Shenzhen, Ningbo and Qingdao.

In response to these practical obstacles, Sun Ruizhe, vice president of the China Textile Industry Association pointed out that the continuous improvement of the "brand contribution rate" has already accumulated real energy for the independent brand construction of China's textile and garment industry.

The 12th Five-Year

On the one hand, we must clarify the key elements of brand cultivation, and actively promote the combination of brand development strategy and policy effect.

The construction of independent brand should strengthen the strategic layout of capital, technology and other resources in the whole industry chain.

At the same time, how to change the closed loop of the past production capacity in the industrial structure and achieve the value realization of "product commodity consumer goods" will become an inevitable path for the independent brand to improve its premium capability.

Ministry of industry and information technology

consumer goods

In his research, director Zhang Li also pointed out that the "brand" strategy is one of the important directions for the development of the textile industry in 12th Five-Year.

At present, the "12th Five-Year" brand planning and demonstration brand enterprise evaluation system will achieve a coordinated and dynamic management mechanism between the government and the association so as to maximize the integration of industrial resources and create favorable external conditions for the development of independent brands.

At the same time, we should attach importance to the development of new business models, such as e-commerce and self channel construction, so as to inject new driving force for the textile and garment industry to win its due industry status.

Chen Dapeng, executive vice president of China clothing association, Wang Zhuo, Secretary General of China Fashion Association, and Yang Zhaohua, President of China Textile Association, hosted three special research meetings in Shenzhen, Ningbo and Qingdao respectively.

The representatives of high spirits, such as song Li Si, Yi Hui Hui, YOUNGOR, Taiping bird, Bo Yang, Na Ersi, Xi Ying men, Vico, Ruyi, Futian, Hongling, joy, spinning union holdings, participated in the research.

The leaders of the government and local industry associations from Qingdao Chengyang District People's government, Ningbo Municipal People's government, Ningbo Xiangshan County Economic Development Bureau and Shenzhen Garment Association participated in the survey.

It is also learned that the research group also focused on visiting the brand operation and practice of virgin, Xi Ying men, and one-stop shop for home furnishings, such as home music, home textile mall and so on.