Textile Industry Brand Growth Trilogy

Editor's Note: The next step for China's textile industry to change its profitability status is to do a good job of brand production, brand sales, and brand commerce. The national independent products of the textile industry have huge potential and development basis.

The next step for China's textile industry to change its profitability status is to do a good job of brand production, brand sales, and brand commerce. The national independent products of the textile industry have huge potential and development basis. Du Fuzhou, president of the China Textile Industry Association, recently stated at the China Brand Independent Innovation Strategy Seminar that increasing brand culture's growth in the industry is an important way for the textile industry to change its growth mode.

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

The brand is the cultural expression of economic form. The number of famous brands in a country marks the extent of its material wealth and spiritual wealth. Clothing embodies the creativity of natural sciences and the understanding of culture. It is the understanding of the aesthetic laws of different nations in different eras. Du Yuzhou stressed that the creativity of the nation’s textile industry cannot be ignored.

Du Yuzhou believes that innovation in the textile industry includes quality innovation, management innovation, and rapid response. Quality innovation can not only lead to over-competition of the company's mass products, but also bring about the decline of production costs, the establishment of a quality assurance system, and the creation of fashion. Brand management innovation is reflected in the ability to integrate international resources. Such a “module economy” requires a series of strategic partners. In addition, the market segmented network society has put forward the demand for personalized services, and thus put forward higher requirements on the production activity and market reaction capabilities.

Take Bosideng, the leading brand in down apparel. Experts believe that Bosideng’s core competitiveness stems from technology penetration and brand culture. Anti-corrosion, anti-bacterial down, nano-woven fabrics, have become the basis of the Bosideng brand; sewing equipment, comprehensive utilization of energy, 60% of waste recycling, etc., many innovations have saved Bosideng production costs.

Ai Feng, the famous economist and the earliest advocate of China's famous brand strategy, proposed that China does not lack local brands and that it lacks international brands. The barriers for Chinese brands to come to the world come from products and sales channels, while the latter is the main problem. This requires an “international vanguard” of Chinese companies to explore the way.