China'S First Brand Management Standard For Textile Industry Was Formally Implemented In March 2014.

< p > < strong > background of industry standard release < /strong > < /p >

< p > China is a target= "_blank" href= "//www.sjfzxm.com/" > textile < /a > big country. The textile industry plays an important role in the national economy, playing the traditional pillar industries, the important livelihood industries and the obvious competitive industries of international competition.

At present, China's textile industry is in a critical stage of pformation and upgrading. Under the new situation, brand building is the core to create new competitive advantages. "Forming an international brand of competitiveness as soon as possible" is not only an urgent need for textile enterprises to upgrade and upgrade, but also an inevitable choice for the textile industry to become stronger from strength to strength.

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< p > China's "Twelfth Five Year Plan Outline" clearly put forward "to enhance enterprise product development ability and brand building ability, and promote China's manufacturing industry from big to strong".

The plan for industrial pformation and upgrading (2011-2015 years) and the outline of quality development (2011-2020 years) all put forward guiding requirements for brand cultivation.

In order to enhance the brand building ability of enterprises, in 2011, the Ministry of industry and information technology compiled the guiding technical document of the guide for the implementation of brand cultivation management system and the evaluation guide for brand cultivation management system, and carried out the pilot project of brand cultivation for industrial enterprises.

In order to drive the brand construction of all sectors of the textile industry with the terminal industry, the Ministry of industry and information technology jointly issued the guidance of the seven Department of the State Council on accelerating the promotion of < a target= "_blank" href= "//www.sjfzxm.com/ > > /a > home textile brand building, and established a consultation mechanism to promote the independent brand building of apparel textile. In the textile industry" 12th Five-Year development plan ", it clearly put forward the development goal of" 5-10 famous brands with international influence, and 100 well-known brands with high awareness of the domestic market ".

Therefore, in 2011, the China Textile Federation released the "outline of building a textile power" (2011-2020 years), and identified the focus on cultivating a number of "well-known product brands", "well-known enterprise brands", "famous regional brands" and "famous international brands", promoting the building of brand power, and carrying out the pilot project of corporate brand cultivation and the key tracking service of apparel home textiles.

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< p > 2013, in order to guide the textile industry to establish brand cultivation management system and enhance the brand cultivation ability of textile and garment enterprises, the China Textile Federation, based on the 2012 industry standard revision plan of Ministry of industry and information technology, modeled on the implementation guide and evaluation guide of brand cultivation management system issued by Ministry of industry and information technology, and organized the relevant units, brand marketing management experts and brand enterprise representatives in the light of the actual textile industry, and formulated the industry standard of "General requirements for brand cultivation and management system of textile industry".

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< p > Wang Wei, deputy director of the consumer goods industry department of the Ministry of industry and commerce, said that it is an important achievement for the development of China's textile industry. It will benefit the large number of enterprises, and will further enhance the brand building, operation and maintenance ability of textile and garment enterprises, and provide strong support for the pformation and upgrading of the textile industry and the realization of strong textile enterprises.

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< p > < strong > the main contents and characteristics of the industry standard < /strong > < /p >

< p > the guideline is to guide and standardize the cultivation and management of enterprise brand as the starting point, take the key link of brand cultivation as the main line, take the core elements of the brand value of textile industry as the main content, strive to match with the "two guidelines" officially promulgated by the Ministry of industry and commerce, and conform to the "four in one" brand elements proposed by the "building a strong textile power", and coordinate with the national standards such as the brand evaluation brand value evaluation elements promulgated by the State General Administration of quality supervision and quarantine.

At the same time, combined with the characteristics of the textile industry, such as long production chain, fast market changes, and strong fashion of terminal products, it has made general requirements for brand building, brand operation, brand maintenance, brand promotion and brand value evaluation, highlighting the key links such as brand positioning, brand element design, technological innovation, and rapid reaction mechanism, and has extensive guidance and practicality.

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< p > this standard is a management standard, which is divided into seven parts.

The first two parts are scope, terminology and definition. The third part is brand cultivation management system, the fourth part is management responsibility, fifth part resource management, sixth part brand cultivation implementation, seventh part monitoring, verification, analysis and improvement.

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< p > this management standard has the following five characteristics.

One is guidance.

This standard has fully implemented the spirit of the national plan for 12th Five-Year, the outline of quality development, the plan for industrial pformation and upgrading, the development plan for the textile industry in 12th Five-Year, and the outline of building a textile power (2011-2020 years). It embodies the macro orientation of giving full play to the main role of enterprises in creating and building brands, enhancing the brand building ability of enterprises, and promoting the pformation and upgrading of enterprises.

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< p > two is normative.

This standard comprehensively applies the theories of quality management, risk management, social responsibility and credit management, and puts forward the normative General requirements for establishing brand cultivation management system in the key links of enterprise brand cultivation and management.

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< p > three is guidance.

Combined with the characteristics and current situation of the textile industry, this standard refines the industry characteristics, such as the grasp of fashion and popularity, the rapid response to the market, the rapid updating of the product personalization, and the common problems faced by the whole industrial chain, such as consumer demand, market orientation, competitive environment, product innovation, brand image and marketing strategy. It puts forward general requirements for all aspects of the brand cultivation process and has broad guidance for the textile industry.

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< p > four is systematic.

This standard has been maintained in line with the investigation and analysis of the independent brand of clothing and apparel brands led by the Ministry of industry and commerce, and the four first level indicators are consistent with basic capabilities, brand management capabilities, brand innovation capabilities and brand market capabilities. It is in line with the "two guides" issued by the Ministry of industry and commerce. It is in line with the elements of national standards promulgated by the State General Administration of quality supervision and Quarantine (qqa), reflecting the idea that brand building is a systematic project.

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< p > five is operable.

This standard draws on the standard structure of the enterprise quality management system, and has a good compatibility with the commonly used quality management system, environmental management system, occupational health and safety management system, and integrity management system. It has a good compatibility in document requirements, resource requirements, management review, system construction, system operation and system improvement measures, which reduces the management cost and facilitates the establishment of brand cultivation management system.

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< p > < strong > follow up work arrangement < /strong > < /p >

< p > according to Zhang Li, vice president of China Textile Association, the next step is to better publicize and implement the industry standards and promote textile enterprises to enhance brand building capability. The China Textile Federation will carry out its work in the following three aspects according to the 2014 brand building work plan.

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< p > one is to compile guidelines for the implementation of standards.

In view of the regulatory requirements for the establishment of management standards, this management standard is still a general requirement of principle. While taking care of the whole industry, the standard still has some limitations in terms of contents and problems, so it is difficult to elaborate on professional differences.

Therefore, the next step is to start with the China Apparel Association, home textile association, some enterprises and experts, from the end consumer products, to systematically sort out the brand cultivation paths and methods of the brand enterprises at different stages, and jointly compile the reference documents supporting the management standard. The general requirements for the brand management system of the textile industry, the guide to the implementation of the clothing industry and the general requirements for the brand management system of the textile industry -- the implementation guide of the home textile industry, will further enhance the operability of the brand cultivation management system.

At present, the clothing industry's "implementation guide" has completed the first draft, and will be published and implemented in the first half of 2014.

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< p > two is to carry out standard publicity.

We should give full play to the role of professional associations and local associations, take the Wenzhou, Shenzhen, Xiamen and Haining as the carriers of the regional brand pilot areas identified by the China Textile Federation, and take open class as the main way, and provide extensive training to the textile and garment enterprises in the industry standard training of the brand cultivation management system of textile industry, and intensify the publicity of standards.

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< p > three is a pilot project for brand cultivation.

Focusing on the following 111 brands of a href= "//www.sjfzxm.com/news/index_c.asp" > apparel home textiles < /a > focus on tracking the 64 brand pilot enterprises of the textile industry identified by the independent brand enterprises and the Ministry of industry and commerce, we selected a number of brand dominant enterprises such as Bosideng, Hongling, Jie Liya, Seth and so on to carry out the brand cultivation experiment according to the standards, and put them into the brand innovation special action of the Ministry of industry in 2014 to promote the brand cultivation management system in 1000 enterprises, and make the experience summary and the industry promotion.

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