"Integration • Wisdom" - 2016 Annual Working Conference Of Chinese Textile And Garment Brands

On January 13, 2016, the annual work conference of Chinese textile and clothing brands was held in Harbin Convening. The conference was guided by the Ministry of Industry and Information Technology, hosted by China Textile Industry Federation and China Textile and Clothing Brand Strategy Promotion Committee, and undertaken by the Brand Office of China Textile Industry Federation. At the same time, the conference was strongly supported by Harbin Hongbo Commerce and Heilongjiang Garment, Shoes and Hats Industry Association.

The theme of this session is "Integration • Smart Exchange", which aims to gather relevant government departments, industry associations, representatives of advantageous brands, business leaders, experts and scholars, gather smart ideas of industry focus, build a multi-dimensional exchange and sharing platform, drive brand innovation and development, and achieve mutual benefit and win-win results.

Sun Ruizhe, president of the China Textile Industry Federation, Chen Dapeng and Yang Zhaohua, vice presidents, Zhang Li, members of the Expert Advisory Committee, Cao Xuejun, deputy director of the Consumer Products Industry Department of the Ministry of Industry and Information Technology, Xie Qing, deputy director of the Economic and Information Technology Commission of the Xinjiang Uygur Autonomous Region, and Feng Guanlin, director of the Quality Department of the Science and Technology Department of the Ministry of Industry and Information Technology, Lu Lili, Deputy Secretary General of China Brand Building Promotion Association, Wang Limei, President of Heilongjiang Clothing, Shoes and Hats Industry Association and General Manager of Harbin Hongbo Commerce, as well as representatives of various sub industry associations, local competent departments and enterprises of China Textile Federation attended the meeting. The meeting was chaired by Chen Dapeng.

First of all, Sun Ruizhe made a speech at the conference site, saying that the "13th Five Year Plan" has gone through a year, which can be said to be an important year for China's economic transformation and development, a year for the innovation and adjustment of the entire textile industry, and a year for brand building to constantly accept the test and reconstruct competitive advantage. In the past year, Textile industry The development of has maintained the momentum of slow and steady development, and is an important force supporting the development of the entire national economy. Specifically, first, the operation quality of key areas is steadily improving; second, the industry's development momentum is getting stronger; third, by building a global production system, and at the same time, with the help of market, capital, network, brand, culture, and social responsibility, the advantageous resources are effectively organized and highly coordinated, and China's textile and clothing industry is building a systematic new competitive advantage.

In the new historical opportunity period, the textile and clothing industry should seize the new opportunity, cultivate new momentum, accelerate the transformation from traditional industry to science and technology industry, fashion industry and green industry, and realize three major transformations. Strive to build and consolidate the three guarantees of advanced manufacturing industry, fashion industry and technology industry, which are the new three boards of the textile industry that we have repeatedly talked about. In the future, we need to base ourselves on new positions, shape new structures and develop new opportunities.

In 2016, the brand building of textile and clothing industry was the structural reform of supply-side We have made many powerful explorations, and we are also facing some new challenges and new development propositions. For example, with the continuous upgrading of lifestyle and consumer aesthetics, based on the international and domestic markets, relying on scientific and technological innovation and management innovation, effective and intensive brand construction costs, inject more cultural connotation and fashion taste into future brand construction, balance and optimize the channel structure of online and offline brands, Accelerate the transformation of brand economy from scale development to efficiency development, and continue to tackle key problems.

For a long time, China Textile Industry Federation has attached great importance to brand work. In 2011, it established the Brand Strategy Promotion Committee and the Brand Office. At present, a new working mechanism has been formed with the guidance of government departments, the support of associations, the linkage of local governments, and the assistance of professional institutions. The conference gathered the strength of the government, associations and professional institutions to jointly promote the development of regional brands, which is an important attempt to drive the development of independent brands.

Cao Xuejun said in his speech that at present, China's economic development has entered a new normal, the development environment and situation of the textile industry are undergoing profound changes, new technologies, new formats and new models are constantly emerging, the consumption structure is upgraded, production process is rebuilt, and sales channels are diverse. These changes put forward higher requirements for the construction of textile and clothing brands.

For some time to come, we should grasp the new normal and new changes, and cultivate new momentum. In particular, it is necessary to make up for weaknesses in creative design, quality management and other aspects, and actively create a trend of absorbing increment and upgrading consumption. Only by making good use of the strategic opportunity of industrial reform can the industry achieve medium to high speed development and promote the industry to a new height.

In 2017, the real economy will continue to grow. There are also many opportunities and challenges for the development of China's textile industry. Facing the new situation, we need to pool the strength of the whole industry to work together, especially the outstanding progress made by enterprises in scientific and technological innovation, brand building, intelligent manufacturing, green development and other aspects, to form a new driving force to promote the transformation and upgrading of the textile industry, Create new advantages in international competition and become a textile power.

　　 Brand building results show: the core is clearer and the elements are more closely connected

At the conference site, Yang Zhaohua mainly released the "2016 China Textile and Garment Brand Development Report", summarizing and refining the new characteristics of the industry brand development status, analyzing the deep-seated reasons for the existence of brand construction, and seeking the way of brand innovation, change and sustainable development.

Yang Zhaohua said that in 2016, taking the initiative to adjust, innovate and break through, and seek transformation and upgrading became the main theme of the industry's brand development. The core of brand building was clearer, and the brand was more closely connected with technology, mode, channel, capital, culture, fashion and other elements.

In the first year of the "13th Five Year Plan", China's textile industry brands accelerated innovation, and the effects of transformation and upgrading gradually emerged, which are mainly reflected in the overall improvement of brand operation, continuous adjustment and optimization of channel terminals, steady progress of brand cultivation, and continuous improvement of brand value.

He said that in the process of connecting brands in China's textile industry with scientific and technological innovation, intelligence is still an important direction of scientific and technological progress at present and for a long time to come, and some traditional garment enterprises have begun to explore intelligent transformation.

In the process of exploring model innovation, industry brands not only increased their research on consumer demand, but also explored more possibilities based on the development of Internet technology. The brand has made achievements in the exploration of sharing economy, social economy, IP cross-border cooperation and other modes. For example, home textile enterprises such as Luolai and Fuanna have expanded their products from simple home textile products to furniture, home furnishings, home decorations and other fields with the concept of "big home" to broaden consumer concerns.

In the operation of the capital market, the development of industry brands is also flourishing. In addition, with the accelerated promotion of the new third board business, enterprises began to choose the new third board as a fast way to connect with the capital market, and enterprises' enthusiasm for landing on the new third board increased. Enterprise mergers and acquisitions are increasingly active, promoting the optimization and internationalization of brand resources. The cross-border operation of brands has become the norm, changing the connotation and extension of enterprise brands.

Culture, as the soft power of brand development, has also become the key point of industry brand construction. Yang Zhaohua said that focusing on the integration of brand culture, corporate culture and Chinese cultural elements, and focusing on the deep excavation of brand cultural connotation has become an important way for brands to improve their design creativity and competitiveness.

　　 Facing opportunities and challenges, manufacturing brand, terminal brand and regional brand develop together

The individualization and differentiation of consumption demand, the convenience and intelligent change of consumption mode put forward higher requirements for the brand construction of enterprises. In the face of the existing challenges, there is still much room for improvement in industry brand building. For example, the lack of recognition caused by the low concentration of independent brands, the operating pressure caused by channel costs and mode exploration, the lack of comprehensive talents, and the market competition caused by the rapid expansion of international fast fashion brands still need to be further optimized and improved.

Yang Zhaohua introduced and summarized the achievements and challenges of brand development in China's textile industry in 2016, and introduced the direction of future brand building in detail. He said that we should implement the brand work objectives and tasks proposed in the Textile Industry Development Plan (2016-2020), promote the implementation of the "three products" strategy, and promote the coordinated development of manufacturing brands, terminal brands, and regional brands by focusing on improving brand competitiveness, cultivating well-known brands, improving brand service systems, and promoting brand internationalization.

Promote supply side structural reform and focus on strengthening products. Yang Zhaohua said that enterprises need to adhere to the concept of quality first, and strengthen products from the perspective of restructuring, increasing varieties and improving quality. More importantly, we should be guided by the spirit of craftsmen to improve product quality.

Attach importance to the construction of brand soft power, and establish the brand of industry culture. Focusing on the idea of both individual and collective cultural construction of brands, the soft power of brands should be comprehensively improved from two aspects: the promotion of corporate brand cultural connotation and the building of industrial cultural brands.

Build brand agglomeration advantages and promote the development of regional brands. Highlight regional characteristics and strengthen internal cooperation; Carry out pilot demonstration and play a leading role in development; Give play to the role of platform and plan for shared development.

　　 Integration • Zhihui, sharing the way of brand building

The methods and strategies of brand building are different, and enterprises have different practices and experiences in the process of brand creation and operation. Therefore, this conference will release the annual "brand sharing" with the theme of "integration • smart pool", Representatives at the meeting shared the experience and practice of brand operation.

Yuan Hongxing, Deputy General Manager of Jiangsu Golden Sun Investment Holding Co., Ltd Creating a new pattern of home textile ", Xu Bo, director and executive vice general manager of Zhejiang Sima Garments Co., Ltd., took" creating value through products and services "as the theme, and Guo Weixing, director and general manager of Jack Sewing Machine Co., Ltd., took“‘ Smart 'move the future -- intelligent devices promote smart clothing "as the theme, Wang Limei, general manager of Hongbo Commerce“‘ "Convergence": Convergence of innovation, convergence of new heights "was the theme of the speech. The content focused on the industrial chain, products, brands and services, new technology, new equipment, new business forms and other keywords. The brilliant views were frequently presented, causing bursts of applause.

At the same time, the conference also awarded four awards recognized and issued by the Ministry of Industry and Information Technology, the China Textile Industry Federation, the China Garment Association and other institutions, including the list of enterprises focusing on tracking and cultivating independent brands of clothing and home textiles in 2016, the quality benchmark enterprises in the national children's clothing industry The list of brand value evaluation of textile clothing, shoes and hats enterprises in 2016 and the list of enterprises whose brand cultivation management system is effectively operating in the textile industry. (Article: Wang Sai/Source: Textile and Clothing Weekly)

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