阅读量 : 14次
On May 11, 2021 China brand development international forum, textile and clothing industry brand building sub forum, was held in the friendship Hall of Shanghai Exhibition Center on the occasion of the fifth "China brand day". The activities are jointly sponsored by the national development and Reform Commission, the Ministry of publicity of the CPC Central Committee, the Ministry of industry and information technology, the Ministry of agriculture and rural areas, the Ministry of Commerce, the State Administration of market supervision and administration, the State Intellectual Property Bureau and the Shanghai Municipal People's government. The state owned assets supervision and Administration Committee of the State Council supports the activities in particular and is undertaken by the China Textile Industry Federation, Co sponsored by the brand office of China Textile Industry Federation, Qingdao Oriental Fashion Center is a special cooperation unit.
Since 2019, as a series of sub forums of China Brand Development International Forum on Chinese brand day, the sub Forum on brand construction of textile and clothing industry has been held successfully for two times, which provides a very powerful communication and display platform for the promotion of China's excellent textile and clothing brands to the world.
This forum takes "new era, new value and ecology" as the theme, sets up two links of "authoritative release" and "theme sharing". In the mode of combining online and offline, the forum focuses on the global comparative advantages of high-quality development of textile industry, and shows the outstanding contribution of excellent brands in the three fields of scientific and technological innovation, cultural confidence and green development, and shows the new development of the industry, It is necessary to interpret the new connotation of brand, highlight new vitality of culture, promote high-quality development of industry, help build a powerful brand and meet the needs of people's good life.
At the event site, the deputy director of textile department of consumer goods industry division of Ministry of industry and information technology, qiaohao, a fourth level researcher of Party construction division of the Party Construction Bureau of the state owned assets supervision and Administration Commission of the State Council, sunruizhe, chairman of the International Textile Manufacturers Federation, sunruizhe, President of China Textile Industry Federation, vice president of China Textile Industry Federation and yangzhaohua, director of the brand office of China Textile Industry Federation, Huashan, director of the industrial department of China Textile Industry Federation, vice director of the brand Work Office of China Textile Federation, fengdehu, director of China Textile Construction Planning Institute, Weilin, former director of media center of China Textile Industry Federation, Qu Fei, deputy director of brand Work Office of China Textile Industry Federation, and textile and clothing brand enterprises from all over the country More than 100 people from local association (business) meeting and news media representatives gathered at the scene to discuss the development plan of Chinese textile and clothing brands. The forum was chaired by Li Xuefei, deputy director of brand cultivation business office of China Textile Industry Federation.
In his speech, sunruizhe, President of the International Textile Manufacturers Federation and President of China Textile Industry Federation, stressed the important role and position of brand construction, deeply explained the richness and change of brand connotation and carrier under the promotion of new round of industrial revolution and market reform, and put forward "concept, flow is brand, ecology is brand", At the same time, the paper puts forward three suggestions on how to realize the high-quality development of brand: first, to improve the supply capacity systematically based on the product quality; Second, the ecological construction is the key point, and the development mode is systematically improved; The third is to take responsibility development as the core and systematically promote the introduction of ideas.
Three authoritative releases
Show new achievements of brand construction
Over the years, China Textile Industry Federation has always put brand work in a crucial position. In 2011, it established a brand office dedicated to the research and implementation of brand strategic planning, brand cultivation and promotion, and promoted the improvement of textile and garment brand building capacity. The forum issued the development report of China Textile and clothing brand in 2020, white paper on the trend of contemporary youth fashion life in 2021 and "the results of competitiveness of China Textile and clothing brand in 2021" in the same period
China Textile and clothing brand development report 2020
The report on the development of China Textile and clothing brand has been launched since 2012 and has been released for the ninth time this year. It has become the wind vane and important work guide for the development of industry brands by combing new features, keeping new trends and looking forward to new trends.
Yangzhaohua, vice president of China Textile Industry Federation and director of brand office of China Textile Industry Federation, issued the 2020 China Textile and clothing brand development report. Starting from the challenges and opportunities, adjustment and innovation, strengthening and upgrading, based on the systematic and detailed brand construction data survey and a large number of typical case analysis, this paper analyzes the new environment, new situation and new direction of Chinese textile and clothing brands in the new era with a global perspective. He pointed out that the 14th five year plan brand ushered in a new direction of "three strengthening and two promotion": strengthening the consumption of end-end consumer brands and the construction of cultural leading capacity; Strengthen the basic support of manufacturing brand and the construction of high quality manufacturing capacity; Strengthen the brand agglomeration and the construction of industrial radiation ability of regional brands; The paper focuses on improving the competitiveness of Chinese textile and clothing brands; We will focus on improving the ability of Creative Design Park to hatch brands and service industries.
White paper on the trend of contemporary Chinese youth fashion life in 2021
The fashion attitude and cultural consciousness of the younger generation are constantly increasing. The diversified lifestyle and cultural circle all put forward higher requirements for the cultural creativity of the brand. In this context, China clothing association, together with Taiping bird Clothing Co., Ltd., Co., Ltd. has jointly established the research center of contemporary youth fashion in China, focusing on the aesthetic concept, lifestyle and self expression of contemporary youth in China, deeply insight into the youth consumption trend, and launching the white paper on the trend of contemporary Chinese youth fashion life in 2021.
At the meeting, qufei, deputy director of the brand office of China Textile Industry Federation, made a deep interpretation of the white paper with the "new concept, new crowd and new trend" as the starting point. He said that the demand for fashion clothing is changing among young people. The younger generation dare to break the paradigm, subvert tradition and keep the fashion boundary open; Break through self, refuse single label, and accept pluralism more open; The cultural concentration is from the outside to the inside, and pays attention to the story and cultural connotation behind the dress; Return to the essence, pay attention to the real function of clothing.
"The result of the competitiveness of China Textile and clothing brand in 2021"
In order to implement the task division of "improving the brand value evaluation system and providing consulting and evaluation for the enterprise brand creation" proposed by the national "three product strategy", the China Textile Industry Federation has established a "working mechanism for improving the competitiveness of Chinese textile and clothing brands", and established a research team. After nearly two years of in-depth research, it is based on relevant international standards and national standards, The paper studies the characteristics of textile and garment brand, and through multiple rounds of evaluation, we have perfected the evaluation system of textile and garment brand value and established the calculation model. Through voluntary declaration and systematic evaluation, the "2021 evaluation results of China Textile and clothing brand competitiveness" have been produced.
At the meeting, Hua Shan, deputy director of the brand Work Office of China Textile Industry Federation, issued the "2021 evaluation results of China Textile and clothing brand competitiveness". This evaluation covers the professional fields of clothing, home textile, cotton spinning, chemical fiber, industrial use and spinning machine. Finally, 55 enterprises have a brand value of more than 5billion yuan, and are listed as "2021 China Textile and clothing brand competitive advantage enterprise".
Strong output of five guests' views
New way of multi dimension Jianyan brand construction
At the meeting, Huang Jie, senior director of quality and supplier social responsibility management center of Li Ning (China) Sports Products Co., Ltd. took the theme of "science and technology to shine new sports gene culture craftsman to make sports trend", and analyzed how Li Ning brand used the trend of scientific and technological innovation and cutting-edge technology to guide the new concept of fashion life of "excellent products and intelligent manufacturing", It shows the unremitting efforts of Chinese brand "based on scientific and technological innovation and empowerment professional movement".
Qian Xiaoyun, founder and chairman of Ifly group, takes "Evely full link digital exploration" as the topic, explains the brand to realize the full link digital exploration by using the data-based operation map of the whole link of commodities from the aspects of commodity planning, design and development, product production, commodity operation, fast reverse supply chain, commodity circulation, etc. Evely brand, which takes elegant, confident and natural as brand DNA, is popular with female consumers. The full link digital operation throughout all links is the key support for its efficient and precise brand management, which makes Evelyn achieve great achievements.
Lin Qi, who lives in the left brand founder and executive director of Huimei group, shares the theme of "how to create a cultural luxury brand with oriental characteristics". Luxury in our heart refers to hard won and non replicability. It is our first heart not to blindly pursue hot spots, to be well-known to brand, to dig into its own cultural characteristics, to connect with the mass life and to produce products with temperature and profound connotation. It explains how to promote the excellent culture and aesthetics of China through brand culture and how to transform the charm of national culture into a profound and unique brand culture connotation.
Wang Lin, executive director of Qingdao Zhongfang Yilian Fashion Industry Investment Group Co., Ltd., shared the theme of "original design empowering brand development", which made the audience have a further understanding of the important role of the center in the promotion of the industry brand building capacity and the high-quality development of the industry“ In the future, we will introduce more and better designers and original works into Qingdao, providing better services for buyers in Qingdao and even all over the country, integrating multiple high-quality resources, enabling industries and helping the high-quality development of urban economy. "
Li Yulu, chairman and President of Shanghai mercury Home Textile Co., Ltd., has vividly explained the creation of innovative and innovative quality and cultural heritage - Mercury home textile brand construction and product strategy sharing. In the post epidemic era, health consumption has become the main theme of contemporary consumption, and health products have been paid more and more attention. Under the promotion of the brand strategy of "good selection of mercury by core", mercury home textile adheres to the product development concept of technology innovation and empowerment, and the brand concept of "let family sleep well" is recognized by more and more consumers.
Good industrial ecology contains the great potential and vitality of brand rise. Facing the new normal, new consumption and new impetus, 2021 China brand development international forum, textile industry sub forum, in cross-border interconnection, leads new consumption of contemporary fashion life, promotes the high-quality development of China's textile industry, jointly creates a new ecological Chinese brand, and promotes China's textile industry to become the main driver of world textile technology and an important leader of global fashion A powerful promoter of sustainable development.