Sun Ruizhe: Keep Up With The Pulse Of The Times And Build A High Quality Chinese Brand

International Forum on Chinese brand development in 2021  

——Speech at sub forum of textile and garment industry  

Sun Ruizhe, President of China Textile Industry Federation  

May 11, 2021

Dear guests: Hello!

It's a great pleasure to meet you in Shanghai. Under the organization and guidance of the national development and Reform Commission and other departments, and with the national platform of the Fifth China brand day, we have a higher starting point for the development of textile and clothing brands. On behalf of the China Textile Industry Federation, I would like to extend my congratulations on the success of the forum! Thank you for your long-term concern and support for the development of the industry!

Brand is a highly condensed and comprehensive presentation of technological innovation, cultural creativity, manufacturing capacity and social reputation. It is an important core to promote resource circulation and value conversion, and an important bearing for realizing consumption upgrading and industrial upgrading. In the new era, creating high-quality Chinese brands is of great significance to fully stimulate the main role of the domestic big cycle and realize the domestic and international dual cycle; It is of great significance to establish cultural self-confidence, industrial self-confidence and better integrate into the global value chain; It is of great significance to better meet people's living needs and create high-quality life.

The awakening of China's modern brand awareness is highly related to the development of textile and garment industry, and the establishment of global influence of Chinese brands is highly related to the prosperity of textile and garment brands. Over the years, the textile and garment industry has continuously improved the brand cultivation and promotion system, and the market awareness and international influence of independent brands have been continuously improved. The industry has formed a vivid situation of collaborative development of manufacturing brands, consumer brands and regional brands. As the first echelon of China's manufacturing industry entering the powerful country array, the textile and clothing industry is the vanguard of stabilizing employment, protecting people's livelihood and promoting development, and is also the pioneer in realizing the transformation from made in China to created in China, from China's speed to China's quality, and from Chinese products to Chinese brands.

With the promotion of a new round of industrial revolution and market reform, brand building has been enriched and changed from connotation to carrier. The textile and garment industry has a mature opportunity and an urgent task.

First, concept is brand. The whole life cycle of brand creation and development begins to depend more on the relationship between products and people, between production and environment, and between enterprises and society. The derived brand value concepts, such as green health, fairness and justice, pragmatic innovation, honesty and credibility, are becoming the fundamental support for brand establishment.

Second, flow is brand. With the blessing of digital economy, the attraction and convergence of traffic has become an important logic of brand formation. Social media, e-commerce platform, live broadcast platform, cultural IP, virtual idol, etc. are becoming the new source and carrier of brand effect.

Third, ecology is brand. Brand building is beyond the scope of individual enterprises, extending to the upstream and downstream of the supply chain, stakeholders and regions. Brand competitiveness depends not only on who you are, but also on who you are with and what kind of ecology you are in.

The way of benefit goes with the times. Under the new situation, in order to achieve high-quality development, industry brands need to keep up with the pulse of the times, adapt to changes, and promote systematically. Here, around the brand building, put forward three suggestions.

One is to take product quality as the foundation, and systematically improve the supply capacity.  

In the final analysis, the vitality of a brand lies in its product strength. We should promote the integration of technology and fashion, and constantly consolidate the foundation of brand value. Strengthen the innovation and application of new technology, new material and new process, and constantly improve the function and quality of products; Strengthen the innovative application of Chinese excellent culture and global trend culture in product design, terminal image and other aspects, establish product style and form brand aesthetics; Further research on consumer market and lifestyle will be carried out to improve the matching degree of brand for consumption demand; Speed up the cultivation of "Guochao" brand and other independent brands.

Second, we should focus on ecological construction and improve the development mode systematically.  

We will continue to improve the brand ecology 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 will create ecological and regional brand advantages. We should embrace the digital economy, accelerate the 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 brand and online brand. We should strengthen the systematic support of capital for brands and accelerate the formation of an intensive and international brand pattern.

The third is to take the responsibility development as the core and promote the concept introduction systematically.  

The value concept of being good is the foundation of brand sustainable development. It is necessary to systematically and delicately integrate the universal values into the brand construction, so as to enhance the consumers' recognition of the brand. Adhere to people-oriented, and take meeting the needs of people's better life as the starting point and foothold of brand building; Adhere to green development and bring the requirement of carbon peak carbon neutralization into brand strategy and product life cycle management; Adhere to fair market, respect innovation, honesty and credibility, win-win cooperation as an important direction of brand building.

Good industrial ecology contains great potential and vitality for the rise of Chinese textile and garment brands. Let's work together to continuously promote China's textile industry to become a major driver of world textile technology, an important leader of global fashion, and a powerful promoter of sustainable development with brand strategy.

I wish this event a complete success! Thank you!