Chairman Sun Ruizhe’s speech at the 2021 China Brand Development International Forum – Textile and Apparel Industry Sub-forum
At the 2021 China Brand Development International Forum
——Speech at the textile and apparel industry sub-forum
Chairman of China Textile Industry Federation Sun Ruizhe
May 11, 2021
Dear guests: Hello everyone!
I am very happy to gather with you all in Shanghai. Under the organization and guidance of the National Development and Reform Commission and other departments, and using the national platform of the 5th China Brand Day, we have a higher starting point to discuss the development of textile and apparel brands. On behalf of the China National Textile and Apparel Council, I would like to congratulate you on the success of the forum! I would like to express my gratitude to friends from all walks of life who have long cared about and supported the development of the industry!
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. In the new era, building highquality Chinese brands is of great significance to fully stimulating the main role of the domestic cycle and realizing domestic and international dual cycles; it is also more important for establishing cultural confidence and industrial confidence. It is of great significance to integrate into the global value chain competition and cooperation; it is of great significance to better meet people’s living needs and create high-quality life.
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. Over the years, the textile and apparel industry has continued to improve its brand cultivation and promotion system. The market awareness and international influence of independent brands have continued to increase. The industry has formed a vivid situation of coordinated development of manufacturing brands, consumer brands and regional brands. 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 ChinaA pioneer in the transformation to China’s creation, China’s speed to China’s quality, and China’s products to China’s brands.
Driven by a new round of industrial revolution and market changes, brand building is undergoing new enrichment and changes from connotation to carrier. The time is ripe and the task is urgent for the textile and apparel industry.
First, the concept is the brand. The entire life cycle of brand creation and development begins to depend more on the relationship between products and people, production and the environment, and the relationship between enterprises and society. The derived brand value concepts, such as green health, fairness and justice, pragmatic innovation, and honesty Credibility, etc. are becoming the fundamental support for brand building.
Second, traffic is brand. With the support of the digital economy, the attraction and gathering of traffic have become an important logic for brand formation. Social media, e-commerce platforms, live broadcast platforms, cultural IP, virtual idols, etc. are all becoming new sources and carriers of brand effects.
Third, ecology is brand. Brand building is transcending the scope of individual enterprises and extending to the upstream and downstream of the supply chain, stakeholders and regions. Brand competitiveness not only depends on who you are, but also comes from who you are with and what kind of ecosystem you are in.
The path to benefit always goes with the times. 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. Here, here are three suggestions around brand building:
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.
Continuously 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 kindness is the foundation for the sustainable development of the brand. It is necessary to systematically and meticulously integrate universal values into the brand.Design 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.
A good industrial ecology contains great potential and vitality for the rise of Chinese textile and apparel brands. Let us work together to continue to promote China’s textile industry with brand strategy to become the main driver of the world’s textile technology, an important leader of global fashion, and a powerful promoter of sustainable development.
I wish this event a complete success! thank you all!
AAA
Disclaimer:
Disclaimer: Some of the texts, pictures, audios, and videos of some articles published on this site are from the Internet and do not represent the views of this site. The copyrights belong to the original authors. If you find that the information reproduced on this website infringes upon your rights and interests, please contact us and we will change or delete it as soon as possible.
AA
