How China's clothing industry is more "faceful" in the world

To love face, to face, this is our Chinese people deeply ingrained cultural values. How can China's garment industry be more "faced" in the world? The independent brand has been given this great and arduous task.

Recently, Cao Ting-rui, deputy chief of the Textiles Department, who was entrusted by the leadership of the Consumer Brand Industry Division of the Ministry of Industry and Information Technology, said at the Yalu Chinese Clothing Sustainable Development Summit held during the Jiangsu International Fashion Festival that the brand is a national synthesis. The concentrated expression of strength and economic strength, the process of the rise of a country's economy is the process of the development and expansion of the brand. The economic status of the United States is based on transnational corporations and big brands. The brand reflects the strength and image of a country. The former Prime Minister of Japan once said: "In international relations, Sony is my left face and Toyota is my right face."

However, it is difficult to say that the current status of China's apparel industry brands is "faceless." Cao Tingrui pointed out that China's textile and garment industry has certain international advantages in the production and processing field, but many companies still lack the motivation to cultivate their own brands. The market has not yet formed an environment conducive to brand competition. The government has not formed a policy system and mechanism to promote brand development. These are serious constraints on the growth of clothing brands.

Therefore, Cao Tingrui believes that the main building of the brand is the enterprise, but the government must do something. If there is no standardized, fair, orderly and healthy market environment, then the company will be excellent and the product will be of high quality, and creating its own brand will also be difficult. It is necessary to focus on the formulation of development strategies, the establishment of horizontally integrated and vertical working mechanisms that are jointly promoted, the creation of a favorable market environment, the fostering of a number of key brands and the realization of brand internationalization.

Xu Kunyuan, vice president of China Textile Industry Association, also said at the forum that the brand has become an important element of competition among countries, regions, and enterprises. A good brand is the market pass. With a brand, sales are better on the market. The brand is An intangible asset.

However, Xu Kunyuan also pointed out that the market economy is a creation of human society and created by thousands of people. The market is achieved through the exchange of commodities. What is the core value of market exchange? The first is to create value for consumers. The basic logic of a market economy is to be self-serving and to be happy. If one wants to be happy, one must first make others happy. To make profits on products, we must first satisfy consumers and provide products and services that satisfy consumers. Consumers create value, this is a core. The second is the exchange of market economy. One important value is credibility. The brand is honesty, credibility, and long-term value for consumers. The core value of the brand is also in this place.

Although it is a long way to go to build its own brand, China's textile and apparel companies can have full confidence in this. Cao Ting-rui pointed out that in the construction of independent clothing brand, we also have advantages: First, solid industrial foundation; Second, the market consensus has been established; Third, increased brand awareness; Fourth, the consumer market is broad.

Xu Kunyuan also reminded companies that China itself is a global market, and China’s 1.3 billion people are very different. Nowadays, the textile and clothing brands have undergone great changes. Brands are becoming more and more popular, and brands are increasingly personalized and fashionable. We should be able to form Thousands of brands.

Therefore, for enterprises, the strategy of the brand should actually be a strategy for a century-old store. It is not a brand that is big or high-end. The key is product development and innovation. It is necessary to be able to continuously satisfy the psychological changes of consumers. Every year, new products must be launched to make the products vibrant.