Trilogy Of Brand Growth In Textile Industry

The next step for China's textile industry to change its profitability is to do well in brand production, brand sales and brand business. The national independent brand of textile industry has great potential and development foundation. Du Yuzhou, President of the China Textile Industry Association, said at a seminar on China's brand independent innovation strategy recently that enhancing the growth of brand culture to the industry is an important way for the textile industry to change its growth mode.

80% of the profits of China's textile industry are obtained by brand owners and international marketers. Du Yuzhou pointed out that China's textile industry can no longer expand in the processing links of the low-end industrial chain. It must rely on fixed assets investment to expand production scale to focus on innovation, and enhance product quality, brand and original content.

Brand is the cultural expression of economic form. The number of famous brands in a country marks the level of its material wealth and spiritual wealth. Clothing embodies the creativity and cultural understanding of natural science, and is the understanding of different nationalities in different times. Du Yuzhou stressed that we should not neglect the creativity of the national textile industry.

Du Yuzhou believes that the textile industry's innovation includes quality innovation, management innovation, rapid reaction and so on. Quality innovation can not only lead enterprises to break through the excessive competition of mass products, but also bring down the cost of production, establish the quality assurance system, and create fashion at the same time. Brand management innovation is manifested in the ability to integrate international resources. Such a modular economy needs a series of strategic partners. In addition, the market segmentation network society has put forward the demand for personalized service, thus raising higher requirements for production activity and market reaction capability.

with Down Jackets The leading brand "Bosideng" is a case. Experts believe that Bosideng's core competitiveness comes from technology penetration and brand culture. Antisepsis, bacteria control down, nano weaving Fabric It has become the foundation of Bosideng brand; the comprehensive utilization of sewing equipment and energy, the reuse of the leftover material 60%, and so on, and many innovations have saved the cost of Bosideng.

Ai Feng, the first advocate of famous economist and Chinese famous brand strategy, put forward that China does not lack local brands. international brand 。 The obstacle to Chinese brands going to the world comes from products and distribution channels. The latter is the main problem, which requires a Chinese enterprise's "international vanguard" to explore the way.