Sun Ruizhe: The international influence of independent brands in my country’s textile and apparel industry continues to increase
People’s Daily Online, Beijing, May 12 (Xu Weina) “The awakening of China’s modern brand consciousness is highly related to the development of the textile and apparel industry, and the establishment of the global influence of Chinese brands is highly related to the prosperity of textile and apparel brands.” A few days ago , Sun Ruizhe, Chairman of the International Federation of Textile Manufacturers and Chairman of the ChinaTextile Industry Federation, at the “2021 China Brand Development International Forum-Textile and Garment Industry Brand Building Sub-forum” He said that brand is a highly condensed and comprehensive presentation of technological innovation, cultural creativity, manufacturing capabilities and social reputation. It is an important core for promoting resource circulation and value conversion, and an important carrier for realizing consumption upgrade and industrial upgrading.
Sun Ruizhe also said that over the years, the textile and apparel industry has continued to improve the brand cultivation and promotion system, and the market awareness and international influence of independent brands have continued to increase. The industry has formed a coordinated development of manufacturing brands, consumer brands and regional brands. Vivid situation. As the first echelon of my country’s manufacturing industry to enter the array of powerful countries, the textile and garment industry is the vanguard of stabilizing employment, protecting people’s livelihood, and promoting development. It is also the vanguard of achieving fromMade in China is a pioneer in the transformation to China Creation, China Speed to ChinaQuality, and Chinese Products to Chinese Brands.
Under the new situation, if industry brands want to achieve high-quality development, they need to keep up with the pulse of the times, adapt to changes, and advance systematically. In this regard, he made three suggestions.
First, based on product quality, we systematically improve supply capabilities. The vitality of a brand ultimately lies in product power. It is necessary to promote the integration of technology and fashion and continuously consolidate the foundation of brand value. Strengthen the innovation and application of new technologies, new materials, and new processes, and continuously improve the functions and quality of products; strengthen Chinese excellent culture and global trend culture in product design, terminal image, etc. Innovative use of each link to establish product style and brand aesthetics; conduct in-depth research on consumer markets and lifestyles to improve the brand’s matching with consumer needs; accelerate the cultivation of independent brands such as “National Trend” brands.
The second is to focus on ecological construction and systematically improve the development model. Continue to improve the brand ecosystem in which manufacturing brands, consumer brands, and regional brands support and empower each other, and promote the systematic evaluation of brand value. Starting from fiber materials, relying on high-quality origin and profound cultural heritage, we create ecological and regional brand advantages. Embrace the digital economy, accelerate digital transformation, promote the renewal and reconstruction of traditional brands, and help the derivation and rise of new brands. Develop new carriers such as platform brands and internet celebrity brands. Strengthen the systematic support of capital for brands and accelerate the formation of an intensive and international brand landscape.
The third is to take responsible development as the core and systematically promote the introduction of concepts. The value concept of doing good is the foundation for the sustainable development of the brand. It is necessary to systematically and meticulously integrate universal values into brand building to enhance consumers’ recognition of the brand. Adhere to people-oriented, and regard meeting people’s needs for a better life as the starting point and goal of brand building; adhere to green development, and incorporate the requirements of carbon peak and carbon neutrality into brand strategy and product life cycle management; adhere to market fairness, and respect innovation, honesty and integrity. Credibility and win-win cooperation are important directions for brand building.
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