Since the 18th National Congress of the Communist Party of China, the Party Central Committee and the State Council have continued to strengthen the top-level design of brand building. On April 24, 2017, the State Council officially approved the "Request for Instructions on the Establishment of "China Brand Day", setting May 10 as "China Brand Day" every year; On May 10, 2024, we will jointly usher in the eighth "China Brand Day", focusing on "Chinese brands, shared by the world; Domestic trendy brand, product to build the future" to carry out a series of activities.
As the official series of activities of the 2024 "China Brand Day", on May 12, the 2024 China Brand Development Conference Textile and Apparel Industry Conference was successfully held at the Shanghai World Expo Exhibition and Convention Center. With the theme of "New Brand Quality, New Light in the Future", based on the different aspects of manufacturing brands, consumer brands and regional brands, the conference discussed how to create an advanced productivity quality with high-tech, high-efficiency and high-quality characteristics, in line with the new development concept, based on the different aspects of manufacturing brands, consumer brands and regional brands. The conference was hosted by the China Textile Federation and supported by the Jeanswest brand.
The meeting also officially released the list of "2024 China Textile and Apparel Brand Competitiveness Advantage Enterprises" to show the achievements of China's textile and garment brand cultivation.
Strategically oriented
The new era has given Chinese brands a new mission
Focusing on the improvement of the new quality productivity of China's textile and garment brands, this meeting pointed out the direction of brand development for the textile and garment industry from the macro level and the industry level.
Gong Zhenzi, Deputy Director of the Industrial Development Department of the National Development and Reform Commission
Gong Zhenzi, deputy director of the Industrial Development Department of the National Development and Reform Commission, pointed out in his speech that the new era has given Chinese brands a new mission. This year's government work report clearly proposes to "create more internationally influential 'Made in China' brands", "build 'investment in China' brands", and actively cultivate new consumption growth points such as domestic "trendy products", which are the key tasks of the future brand work, and also point out the direction for our textile industry to promote the construction of "manufacturing power", expand new consumption, and expand high-level opening up. In the next step, the National Development and Reform Commission will adhere to innovation-driven and build a solid brand foundation; Adhere to the standard guidance and expand brand consumption; Promote cultural empowerment and enrich brand connotation; Tell a good brand story, strengthen brand publicity, solidly promote the creation, cultivation, promotion and promotion of the brand, persevere in brand development, and continue to stimulate the source of brand consumption.
Sun Ruizhe, President of China National Textile and Apparel Council
Sun Ruizhe, President of China National Textile and Apparel Council, pointed out in his speech that China's textile and garment brands are accelerating the development of new quality productivity in the three dimensions of science and technology, culture and green - scientific and technological productivity is helping brands create a new quality life, cultural productivity is helping brands lead new fashion trends, and green productivity is helping brands to open up new industrial space, with unprecedented speed and depth, to achieve breakthroughs and innovations in many fields. For the construction of China's textile and garment brand, Sun Ruizhe put forward three suggestions: first, dig deep into the value, strengthen the "professional", and let the new creation into the demand; the second is to innovate the narrative, strengthen the "unique", and integrate the new content into the spirit; The third is to make precise layouts, strengthen "connections", and integrate new experiences into life.
Authoritative release
69 companies were selected as the annual "Brand Competitiveness Advantage Enterprise"
In order to cultivate Chinese textile and garment brands with international and domestic competitiveness and play a leading role, Yang Zhaohua, vice president of China National Textile and Apparel Council, officially released the list of "2024 China Textile and Apparel Brand Competitiveness Advantage Enterprises" on behalf of China Textile and Apparel Federation (the list is attached).
Yang Zhaohua, vice president of China National Textile and Apparel Council
According to reports, based on relevant international standards and national standards, the model system has been optimized, and through systematic evaluation, 69 enterprises have a brand value of more than 5 billion yuan and are determined to be "2024 China Textile and Apparel Brand Competitiveness Advantage Enterprises". The China National Textile and Apparel Council will continue to deepen the brand cultivation and competitiveness evaluation and promotion work, closely combine the brand development trend and demand in the new era, study and issue the brand competitiveness evaluation and promotion report and brand value certificate, and carry out a series of brand cultivation work with more guiding significance and practical promotion value.
Practice-based
The heavyweight guests conveyed the confidence in the development of "new brand quality".
A new stage of development, new challenges and opportunities, a new consumer culture - what is a brand and what is a brand?
Focusing on the improvement of new quality productivity, the four heavyweight guests based on the realistic context of brand development, jointly explored the innovative methodology of positioning ideological coordinates, exploring the source of brand value, and shaping brand discourse under the change of production mode and lifestyle.
Director and Deputy General Manager of Jeanswest International (Hong Kong) Co., Ltd. Liu Weiwen
"The new quality of the brand lies in promoting the construction of the brand, the management system and the partner." Liu Weiwen, Director and Deputy General Manager of Jeanswest International (Hong Kong) Co., Ltd., said that as the era of consumer Internet enters the era of industrial Internet, Jeanswest has redefined its core business - transforming from apparel retail to brand management, developing modern producer services, developing new quality productivity, and building a brand ecosystem. Relying on new technology-driven and digital empowerment, Jeanswest, a popular national brand, has achieved brand renewal and has become a legend of brand rebirth - in the four years from 2019 to 2023, the sales of Jeanswest brand have increased from 460 million yuan to 4.39 billion yuan, achieving a rapid growth of 9.54 times, making it the fastest growing head brand in the category on major e-commerce platforms.
Henry Chan, Honorary President of the Hong Kong Textile Council and Permanent Honorary President of the Hong Kong Textile Association
While Jeanswest brought inspiration, Henry Chan, Honorary President of the Hong Kong Textile Industry Council and Permanent Honorary President of the Hong Kong Textile Association, also conveyed confidence to the industry. He believes that driven by favorable factors such as RCEP and the rise of Asia's middle-class population, the future global clothing market will be dominated by the current European and American brands to Asian brands, European brands and American brands. Hong Kong, China, on the other hand, will play a unique role as a "super-connector" to help mainland brands go global.
Henry Chen said that the improvement of the brand's new quality productivity lies in building an inclusive, cooperative and open pattern, seizing the opportunities of the current rise of Asia, and going to sea to promote high-quality development with diversified strategies such as intelligent manufacturing, smart retail, big data, and live streaming.
Lin Ping, Secretary of the Party Committee and Chairman of Dali Silk (Zhejiang) Co., Ltd
If the brand "going to sea" is to examine the brand from a horizontal perspective, then Lin Ping, Secretary of the Party Committee and Chairman of Dali Silk (Zhejiang) Co., Ltd., shared the shaping of the Dali Silk brand from the historical vertical dimension: the past life of Dali Silk - originated in 1956 in Xinchang County Chengguan Comprehensive Factory, this life - has an advanced and complete silk production line and a design team with an international vision, with an annual output of 20 million meters of various high-grade silk fabrics, and the mission - to promote silk culture, inherit Chinese civilization, through digital empowerment, Green innovation, carry forward the silk industry, carry forward the traditional Chinese culture, and convey national self-confidence.
Lin Ping said that it is necessary to start from the systematic structure of fabric aesthetics, through scientific and technological innovation and design empowerment, and from the concept of "both form and spirit", so that Chinese silk can inspire more possibilities of style and echo the life of the times.
Mao Jihong, vice president of China Garment Association and chairman of Guangzhou Exceptional Clothing Co., Ltd
Integrating oriental aesthetics into modern lifestyle is the essence of China's brand culture construction. In this regard, Mao Jihong, vice president of China Garment Association and chairman of Guangzhou Exceptional Clothing Co., Ltd., also believes that only by finding our spirituality and culture from our own cultural content can we truly give the brand the future and give it the basis for dialogue with the world. For 28 years, the mission of the exceptional brand has been to create and disseminate a contemporary lifestyle based on Eastern philosophy, and to transform intangible cultural heritage into a contemporary lifestyle. He said that he hopes that we can create products and brands with our own contemporary spirit, so that the future world lifestyle will be integrated with the values, world view and aesthetics of Chinese.
In the final dialogue session of the conference, the guests exchanged and discussed how to build the systematic competitiveness of brands in the future under the national tide culture - a key point in the development of Chinese brands this year is to create domestic "trendy products". The real "trendy products" should be Internet celebrities, and the key to becoming popular is to rely on strong quality and brand.
"The brand must be distinctive, memorable, and addictive."
"The unique value of the brand lies in what kind of worldview, values, and lifestyle the founder team has."
"The full-link data is passed through the analysis system to accurately match consumer labels with product labels to empower brand development."
"It is necessary to find the unique value of each brand and the internal creative driving logic."
"It is necessary to study the granularity and connection points of the respective styles of brands under the influence of national tide culture."
"Protect the brand's ecosystem and work with upstream and downstream to go international."
"Do your best to your strengths, and you will have a say in the world."
……
From the core of brand value, digital empowerment, to the brand ecosystem, and amplifying the international voice of the brand, the guests on the scene frequently appeared golden sentences and were full of dry goods, conveying the thinking and belief of the development of Chinese textile and garment brands.
As Sun Ruizhe, president of the China National Textile and Apparel Council, pointed out, today, Chinese brands are like hidden dragons out of the abyss, rising rapidly, striding forward, and going to the world. This is the pride of our Chinese sons and daughters, and it is also the glory of our national industry. In the future, let us have faith in our hearts, work together, and let Chinese textile and garment brands be born to the new, to the new, to the new and strong, and to create a new era of Chinese brands with the power of creation, the sincerity of quality, and the light of culture!
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