How To Develop Chinese Clothing Home Textiles In The Future

The eighteen great victories of the party, the 2012 China clothing In order to carry out the brand building work, the Ministry of industry and commerce, together with the relevant departments and associations, has formulated the evaluation criteria for the independent brand of clothing home textiles. On the basis of investigation, we made some preliminary studies on brand building of home textile industry, and put forward seven suggestions:

First, we should further promote the building of brand culture. Home textile products are not only physical products but also important carriers of spiritual culture. With the change of social progress and consumption concept, we should better grasp the lifestyle, values and aesthetic standards of consumer goods in brand design, marketing and service, embody the connotation of humanism, pursue the goal of harmonious development of nature, health, man and man, man and nature, man and society, and move towards the construction of environment-friendly and resource-saving society. While focusing on cultural elements, we should improve the technological and cultural content of our products and strive to make the home textile products fashionable and affordable.

Two, we should strive to maintain the brand's vitality for a long time. At present, some home textile enterprises in China have shown signs of premature aging. In the mainstream home textile enterprises, the brand that has been established for more than 50 years is substantially lower than the average level in R & D, investment in science and technology, online sales and single piece average. Many famous international brands have a history of over 100 years. At present, they still have strong vitality. However, China's home textile brand has been declining for more than 50 years.

The three is to form brand differences so as to avoid homogenization competition. Nearly 50% of the mainstream textile brands in China are bedding, and most enterprises have the same price range of bed products. Brand enterprises should meet the needs of different levels and different markets through differentiated development, so as to avoid homogenization and vicious competition among different products.

The four is to further promote the integration of the two technologies in brand building. At present, China's online Sales volume More than 100 million yuan of clothing and home textile brand enterprises have reached 18, and home textile products as standardized products have natural advantages in e-commerce. The integration of two technologies can not only open up new channels for e-commerce, but also play an important role in design and management. Through the Internet to establish more direct and fast contact with consumers, it can also increase brand awareness and realize the transformation from production, manufacturing to service manufacturing.

The five is to promote the specialization of brand operation. Some of our national textile enterprises have low brand operation and specialized operation. They need to strengthen organization production, R & D design and market development, and lack of brand asset value development. A few manufacturing enterprises have adventurous, impetuous and quick success and instant benefits in building brands. To solve these problems, we must solve the development concept, strengthen the construction of qualified personnel, build specialized brand building, or use brand operators' strong channel resources and ideas to help their own brand development enter a new stage.

The six is to create modern brand through modern corporate governance structure. Private enterprises are the main body of China's textile enterprises. Private enterprises have created the brand through the pioneering spirit of the founders. With the gradual growth of the brand and the expansion of the scale of enterprises, the organizational structure and corporate governance structure of private enterprises have a great impact on the development of brands. A well-known brand may decline or die because of the personal reasons of the boss. Only by establishing a modern corporate governance structure can we avoid the drawbacks of family management, and provide a solid guarantee for building a century old brand. At present, the mainstream Home textile enterprise About 10% of them are joint-stock enterprises, and family run private enterprises are gradually establishing a modern management mode.

Seven, we should speed up the "going global" strategy to realize the internationalization of the brand. The independent brand home textile products occupy an absolute advantage in China, and the competitiveness in the international market is weak. The unit price of some export products is lower than the domestic price. At present, some leading enterprises have realized this problem. 55% of the mainstream textile enterprises own their own brand products, and 15% of the mainstream home textile enterprises have registered sales organizations overseas. China's home textile enterprises should fully explore the historical and cultural heritage of 5000 years, base on tradition and look at the world, spread the Chinese culture through the home textile brand, and expand the international influence and market share.

The eighteen great victory convened a new call for the new journey. We should conscientiously implement the spirit of the eighteen major conferences, accelerate the transformation and upgrading of the industry, and strive to do a good job in the brand building of clothing home textiles. I believe that through our joint efforts, more social forces will be led to pay attention to the development of the textile industry and support the construction of the independent brand of the textile industry.