Apparel Industry Perspectives Establish Good Brand Ecology

Business Club May 26th News In the country's increasingly powerful economic strength, scientific and technological progress and other factors to support the overall level of the industry to enhance the situation, more and more companies are stepping up the process of brand building. However, how can we build a strong Chinese clothing brand? From a global perspective, how can we increase the popularity of Chinese local brands, increase the international market share, increase the added value of products, and even build a brand-name culture? Although the 2011 China Garment Forum has already come to an end, the wisdom of the elites from around the world is still stirring up. The following are the wonderful remarks of the president of the China Textile Industry Association and the president of the China Garment Association, Du Yuzhou.

The development of China's clothing brand is now in a thriving stage. Our brand has mushroomed. However, if we want to have an international big name, we must first understand how the brand is produced. Therefore, we have been advocating research on the brand ecology in recent years. As long as we carefully manage and maintain a good ecological environment, large and medium-sized enterprises with independent brands will grow up and go global.

Nowadays, we have fast fashion brands, which aim at low-end consumer groups, with fast product updates and low prices. We also have luxury brands, including not only clothing, but also accessories such as jewelry, shoes and bags. Our brand building is carried out on the understanding and adaptation of the Chinese people’s lifestyle. Industry professionals should constantly satisfy the new expectations of the people of all ethnic groups in China for a better life. In other words, the inspiration for brand building comes from consumers. Changes in lifestyle, lifestyle progress. At the same time, brand building inspiration also comes from technological advances.

The first thing to focus on is the technology ecology. The gradual maturation of production technology, management technology and marketing technology has brought about changes in the way of human survival and changes in the living space. The trend is no longer from France to Europe, then to developed regions in Asia, then to Shanghai, Beijing in China, and second-tier cities in China. In Paris Fashion Week, Chinese brands can be seen every season. This is not only the recognition of Chinese clothing brands, but also the improvement of technology. Whether it is the production process or the marketing process, and the understanding of consumers, how to adapt to the consumer's lifestyle is the need for new technologies.

The second problem is cultural ecology. All the clothes of a brand are put together. We want to see its personality. If there is no personality, then there is no brand. Personality is style, a brand must have a unified style. China’s culture is gradually accumulating on the land of the Chinese nation. There are a large number of multi-ethnic cultural elements in different periods. When we talk about the culture of brand culture, the most important thing is to have national self-confidence, and simply copying others is not respected.

In the future, we hope that our apparel brand building will be based on the existing foundation, making great strides during the “12th Five-Year Plan” period, and the brand value will account for about half of the added value of the entire industry. By the time of the “Thirteenth Five-Year Plan”, we will have a large number of Not only the recognition of the vast number of consumers in China, but also in the international awareness of the brand.