Wang tiankai, President of China textile industry federation: brand development
After 30 years of rapid development, China's economy to enter after the mid-term stage of industrialization, more than Japan to become the world's second-largest economy, at the same time we should also see some unbalanced, uncoordinated and unsustainable problem still exists. In 2011, China's per capita GDP is only 1/8 to 1/7 compared with that of developed countries in the world. There is still a problem of unbalanced development between urban and rural areas in China. At the same time, in the three driving carriages of investment, cancellation and export, consumption is not enough to drive the economy, and the share of the tertiary industry is still very low. Since 2005, environmental resource constraints have brought serious economic development.
By last year, China accounted for 54 percent of the world's fiber processing and 34 percent of the world's textile exports. Our country is not only the largest textile production, consumption and exporting country in the world, but also the largest and most complete industrial chain in the textile industry. However, China is "big and not strong", mainly due to the weak ability of independent innovation and weak independent brand construction. The current sales profit margins are difficult to support China's transition from textile power to textile power. Therefore, we urgently need to change the development mode and accelerate the adjustment and upgrading.
According to the report of the 18th national congress of the CPC, China is still in an important period of strategic opportunities for its development. We must accurately determine the change of the connotation of the important period of strategic opportunities and conditions, a comprehensive grasp opportunities, meet challenges calmly, to win the initiative and win the advantage, win the future, make sure to realize the grand goal to build a well-off society in an all-round way in 2020. Can be seen from the report, the textile industry is full of opportunities and challenges, the future development goal of building a well-off society across the country, the textile industry shoulder to meet the task of the national people's new look forward to a better life. At the same time, we have seen that the state takes the expansion of domestic demand as a point of strength. With the increase of population and the improvement of industrialization, it is very important for the textile industry to seize the opportunity in the future development. At present, the world economic recovery needs a process, and there are opportunities and challenges in this process. Chinese market internationalization already, attacked China, some of the world famous brand clothing home textile independent brand construction in international and domestic environment, significant and urgent.
At present, the construction of Chinese clothing home textile independent brand already has a certain foundation and environment. From the national level, countries have carried out the construction of the brand as a strategic, which fully embodied in the seven ministries in 2009 was the "about accelerating apparel textile guidance for the construction of independent brands. In addition, the 12th five-year plan for textile industry and the outline of China's textile power (2011-2020) have all made self-brand construction as one of the four strategic basis points. From the industry level, the textile industry during the period of "11th five-year plan" put forward "improve brand contribution rate and contribution rate of science and technology" to promote the development of textile industry, in ten years actively build the atmosphere and fast construction of independent brands. Emerge from the enterprise level, our country has many well-known clothing brand, especially home textile brands started although late, but development speed, the enterprise to strengthen the construction of independent brands atmosphere forms already.
Adhere to the scientific and effective brand development strategy
China's textile industry should consolidate its industrial base. Compared with other countries, China has a superior industrial chain. However, the achievements of China's textile industry in independent brand construction are far from sufficient. At present, some clothing brands in our country have gone abroad, but it is hard to say that there are truly international brands. Brands include goodwill, products, overall corporate culture management, and the overall competitiveness of enterprises in four parts. To manage this important asset, the enterprise needs to start from these four aspects. In the outline of national textile power (2011-2020), we emphasize the four aspects of brand, quality, rapid response and scientific development. Today, the most important thing to focus on is the brand.
Enterprises should put scientific and effective brand development strategy first. Brand strategy management is different from general management of enterprises. The brand is the product that has scientific thought, cultural connotation, need to be able to carry out the development mode that always. Unlike other products, brand building is a dynamic process, and it is a process of adapting and self-shaping according to the different demands of consumers.
The important issues related to independent brand development strategy are products and channels. Among them, the product is the first. One end of the smile curve is research and development, and the other end is the marketing channel. On the one hand, research and development design is loyal to the brand's connotation culture and loyalty to consumers. If the brand wants to make consumers accept it, it needs to do very meticulous work. On the other hand, channels serve the products. In short, the strategy, the product, the channel is already connected, and has the side heavy. All we do is ultimately to meet the changing needs of consumers.
The results are groundbreaking
This release is the first time that the ministry of industry and industry and China textile federation have published the results of the independent brand construction of clothing home textile. The launch was incomplete and could not include all brands. But we believe that, through the first attempt, the second will make progress, and the brand companies that are being tracked and nurtured will be more and more fulfilling. If the lessons learned from the growth, development or disappearance of these brands can be summarized and summarized, they can be used for inspiration and reference for other enterprises.
It is not good to speed up the construction of independent brand by enterprise alone. This event is the government and the association. What should we do and do after publishing the achievements of brand building? We hope that through this release, we will strengthen publicity and promotion of independent brands and call on the government to create an environment for speeding up the construction of independent brands. At the same time, the government and the association will do their best to help enterprises solve the difficulties in the development process.