2021 China Brand Development International Forum Held

On the occasion of the fifth "China brand day", the 2021 International Forum on Chinese brand development, the sub Forum on brand building of textile and garment industry, was held in the friendship Hall of Shanghai Exhibition Center on May 11. The event is jointly sponsored by the national development and Reform Commission, the Propaganda Department of the CPC Central Committee, the Ministry of industry and information technology, the Ministry of agriculture and rural areas, the Ministry of Commerce, the State Administration of market supervision and administration, the State Intellectual Property Office and the Shanghai Municipal People's Government, with special support from the state owned assets supervision and Administration Commission of the State Council, and undertaken by the China Textile Industry Federation, Co organized by the brand office of China Textile Industry Federation, Qingdao Oriental Fashion Center is a special cooperation unit.

Since 2019, as a series of sub forums of China brand day China brand development international forum, the sub Forum on brand construction of textile and garment industry has been successfully held for two times, providing a very powerful exchange and exhibition platform for the promotion of China's excellent textile and clothing brands to the world.

With the theme of "new era, new value and new ecology", the forum set up two links of "authoritative release" and "theme sharing". It focused on the global comparative advantages of high-quality development of the textile industry, demonstrated the outstanding contributions of excellent brands in the three fields of scientific and technological innovation, cultural confidence and green development, and showed the new face of the industry development, We should interpret the new connotation of the brand, highlight the new vitality of culture, promote the high-quality development of the industry, help the construction of brand power, and meet the people's needs for a better life.

At the scene of the event, Zong Ruilong, deputy director of the textile department of the consumer goods industry department of the Ministry of industry and information technology, Qiao Hao, the fourth level researcher of the Party Construction Office of the state owned assets supervision and Administration Commission of the State Council, sun Ruizhe, chairman of the international Federation of textile manufacturers and President of the China Textile Industry Federation, vice president of the China Textile Industry Federation Yang Zhaohua, director of brand Work Office of China Textile Federation, Hua Shan, director of Industry Department of China Textile Industry Federation and deputy director of brand Work Office of China Textile Federation, Feng dehu, President of China Textile Construction Planning Institute, Wei Lin, former director of media center of China Textile Industry Federation, Qu Fei, deputy director of brand Work Office of China Textile Industry Federation, etc, As well as more than 100 people from all over the country, including textile and clothing brand enterprises, local associations (Commerce) associations and news media representatives, gathered at the scene to discuss the development plan of China's textile and clothing brands. The forum was presided over by Li Xuefei, deputy director of brand cultivation business division of China Textile Industry Federation brand office.

In his speech, sun Ruizhe, President of the International Federation of textile manufacturers and President of China Textile Industry Federation, stressed the important role and status of brand construction, profoundly explained the enrichment and change of brand connotation and carrier under the promotion of a new round of industrial revolution and market reform, and proposed that "concept is brand, flow is brand, ecology is brand", At the same time, it puts forward three suggestions on how to achieve high-quality development of brand: first, to improve the supply capacity systematically based on product quality; Second, we should focus on ecological construction and improve the development mode systematically; The third is to take the responsibility development as the core and promote the concept introduction systematically.

Three authoritative releases

New achievements in brand building

Over the years, China Textile Industry Federation has always put brand work in a crucial position. In 2011, it established a brand office, which is committed to the research and implementation of brand strategic planning, brand cultivation and promotion, and boosting the capacity of textile and clothing brand building. At the same time, the forum released the report on the development of China's textile and clothing brands in 2020, the white paper on the fashion life trend of contemporary Chinese youth in 2021, and the competitiveness results of China's textile and clothing brands in 2021

　　01

Report on the development of China's textile and garment brands in 2020

The report on the development of China's textile and garment brands has been launched since 2012, and has been released for the ninth time this year. By combing out new features, monitoring new trends and looking forward to new trends, the report has become a wind vane and an important work guide for the development of industry brands.

Yang Zhaohua, vice president of China Textile Industry Federation and director of brand Work Office of China Textile Industry Federation, released the 2020 China Textile and clothing brand development report. Starting from the challenges and opportunities, adjustment and innovation, strengthening and upgrading, based on the systematic and detailed brand building data survey and a large number of typical case studies, focusing on the global perspective, this paper deeply analyzes the new environment, new situation and new direction of China's textile and garment brands in the new era. He pointed out that the "14th five year plan" brand ushered in a new direction of "three strengthening and two upgrading": strengthening the construction of consumption and cultural leading capacity of terminal consumer brands; Strengthen the basic support of processing and manufacturing brand and the construction of high quality manufacturing capacity; Strengthen the brand cluster of regional brands and the construction of industrial radiation capacity; Focus on improving the competitiveness of China's textile and clothing brands; Focus on improving the ability of Creative Design Park to incubate brand and service industry.

　　02

"2021 white paper on the trend of contemporary Chinese youth's fashion life"

The fashion attitude and cultural awareness of the younger generation are constantly enhanced, and the diversified lifestyle and cultural circles have put forward higher requirements for the cultural creativity of the brand. In this context, China Fashion Association and taipingbird Clothing Co., Ltd. jointly build China contemporary youth fashion research center, focusing on the cutting-edge aesthetic concept, lifestyle and self-expression of contemporary Chinese youth, deeply insight into youth consumption trend, and launched the 2021 white paper on Contemporary Chinese youth fashion life trend.

At the meeting, Qu Fei, deputy director of the brand Work Office of China Textile Industry Federation, took "new concept, new crowd and new trend" as the breakthrough point to deeply interpret the "white paper". He said that young people's demand for fashion clothes is changing. The young generation dare to break the paradigm and subvert the tradition, and the fashion boundary is not limited; Breaking through the self, rejecting the single label and accepting the diversity more open; Cultural concentration from the outside to the inside, pay attention to the story and cultural connotation behind the clothing; Return to the essence and pay attention to the real function of clothing.

　　03

"Results of China's textile and clothing brand competitiveness in 2021"

In order to implement the task division of "improving the brand value evaluation system and providing consultation and evaluation for enterprise brand creation" proposed by the national "three product strategy", the China Textile Industry Federation specially established the "working mechanism for improving the competitiveness of China's textile and garment brands", and formed a research team. After nearly two years of in-depth research, based on the relevant international standards and national standards, China Textile Industry Federation has established a "working mechanism for improving the competitiveness of China's textile and clothing brands", Closely linked to the characteristics of textile and clothing brands, after several rounds of evaluation, the evaluation system of textile and clothing brand value was established, and the calculation model was established. Through voluntary declaration and systematic evaluation, the "2021 evaluation result of China's textile and clothing brand competitiveness" is produced.

At the meeting, Hua Shan, deputy director of the brand Work Office of China Textile Industry Federation, released the "2021 evaluation results of China Textile and clothing brand competitiveness". The evaluation covers clothing, home textile, cotton spinning, chemical fiber, industrial use, textile machinery and other professional fields. Finally, a total of 55 enterprises with brand value of more than 5 billion yuan were shortlisted as "2021 enterprises with competitive advantages of Chinese textile and clothing brands".

Five guests' strong output of views

Multi dimensional advice on brand building

At the meeting, Huang Jie, senior director of the quality and supplier social responsibility management center of Li Ning (China) Sporting Goods Co., Ltd., took the topic of "science and technology bringing new sports gene, culture and creating sports trend" as the topic, and analyzed how Li Ning brand used the development trend of scientific and technological innovation and cutting-edge technology to lead the new concept of "high-quality and intelligent manufacturing" fashion life, It shows the unremitting efforts of Chinese brand "based on scientific and technological innovation, enabling professional movement".

Qian Xiaoyun, the founder and chairman of Evely group, explained the brand from the aspects of commodity planning, design and development, product production, commodity operation, rapid response supply chain, commodity circulation, etc., and realized the full link digital exploration by using the full link digital operation map of commodities. With elegance, self-confidence and nature as the DNA of the brand, Evely is widely loved by female consumers, and the full link digital operation throughout all links has become the key support for its efficient and accurate brand management, making Evelyn achieve good results.

Lin Qi, founder of living in the left brand and executive director of Huimei group, shared the topic of "how to create a cultural luxury brand with oriental characteristics." the luxury in our heart refers to the hard won and unrepeatable. It is our original intention not to blindly pursue hot spots, do a good job in brand, dig deep into our own cultural characteristics, connect with public life, and produce products with temperature and inside information. "This paper explains how to carry forward China's Millennium excellent culture and aesthetics through brand culture, and how to transform the charm of national culture into profound and unique brand cultural connotation.

Wang Lin, executive director of Qingdao Zhongfang Yilian Fashion Industry Investment Group Co., Ltd., shared the topic of "original design empowering brand development", so that the audience can have a further understanding of the important role played by the center in promoting the industry's brand building ability and the high-quality development of the industry“ In the future, we will introduce more and better designers and original works to Qingdao, provide better services for buyers in Qingdao and even all over the country, integrate multiple high-quality resources, enable industries, and help the high-quality development of urban economy. "

Li Yulu, chairman and President of Shanghai mercury Home Textiles Co., Ltd., gives a vivid explanation of "innovation, quality, cultural heritage - Mercury home textile brand construction and product strategy sharing", and gives a vivid interpretation of "innovation, innovation, quality manufacturing, and cultural weathering and spiritual transmission". In the post epidemic era, health consumption has become the main theme of contemporary consumption, and health products have received unprecedented attention. Driven by the brand strategy of "good selection of mercury by core", mercury home textile adheres to the product development concept of enabling scientific and technological innovation, and the brand concept of "let the family sleep well" is recognized by more and more consumers.

Good industrial ecology contains great potential and vitality of brand rise. In the face of the new normal, new consumption and new power, 2021 China Brand Development International Forum - Textile Industry Sub forum leads the new consumption of contemporary fashion life, promotes the high-quality development of China's textile industry, and jointly creates a new ecology of China's brand, and promotes China's textile industry to become the main driver of world textile technology and an important leader of global fashion A powerful promoter of sustainable development.