Yang Zhaohua: The Promotion, Implementation And Future Landing Of The "Three Products" Strategy In The Textile And Garment Industry

Yang Zhao Hua

Director of brand Work Office of China Textile Industry Federation

President of China Household Textile Industry Association

At the beginning of this month, the Ministry of industry and commerce, China Textile Federation and China Light Alliance were responsible for launching the consumer goods industry.

Some opinions on "special action to create a good market environment" were introduced and interpreted.

A few days ago, I interviewed China.

Yang Zhaohua, director of the brand Work Office of the Federation of industry and President of China Household Textile Industry Association, invited him to talk about "three products" strategy in textile industry.

The promotion, implementation and future landing of the industry.

Interpretation of "three products" strategy

TAweekly: it is understood that the upcoming "textile 13th Five-Year" plan is supplementing the content of the "three products" strategy.

The strategy of "three products" has great effect on promoting the pformation and upgrading of the textile industry in the 13th Five-Year. How can you interpret the strategy of "three products" from the current situation of China's textile and garment industry?

Yang Zhaohua: China's textile and garment industry went to market operation very early. From the enterprise level, after three years of reform and opening up, successful enterprises in the market have attached great importance to the varieties, quality and brand, and their marketization has reached a fairly high level.

At present, China's textile and garment industry is at a steady growth stage, and all economic indicators are relatively stable.

In fact, the relationship between supply and demand at home and abroad today also determines that our textile and garment enterprises should turn the vision of product development to the market demand. Therefore, enterprises have already done a lot of work in terms of quality and brand creation when they focus on increasing varieties. The strategy of "three products" is in line with the current development and pformation and upgrading needs of China's textile and garment industry.

TAweekly: in last year's "China Textile and clothing brand annual work conference", vice president Sun Ruizhe pointed out that in the year of ending 12th Five-Year, the textile industry should continue to strengthen the work of "improving quality and increasing efficiency", which is consistent with the quality of "three products" strategy. What do you think of the relationship between product quality and brand?

Yang Zhaohua: the quality and quality of products are the lifeline of brand.

Over the years, the textile and garment industry has done a lot in improving product quality. For example, we have carried out the national textile industry quality management group activities. This activity has lasted for many years in the industry, and has aroused great repercussions. In advocating fine management of enterprises, our industry has also been in the front of other industries, such as clothing, home textiles and other major sub sectors of the industry are very focused on improving product quality, domestic clothing and home textile consumer market has seen many products that are very popular with consumers.

In line with the requirements of the Ministry of industry and commerce, the main contents of "quality improvement" include international benchmarking, quality management, quality inspection and certification, and supply of medicines and high quality raw materials.

In fact, from the current situation of China's textile and garment industry, we have basically completed the benchmarking work of textile international standards, and many standards can be matched with international standards.

Focus on industry development

TAweekly: for home textile enterprises, how should we grasp the two directions of "intelligent health" and "national characteristics" mentioned in "increasing varieties"?

Yang Zhaohua: from the perspective of product development, including the home textile industry, there is still a serious phenomenon of homogenization in the whole textile and garment industry in China. This further leads to the low brand loyalty of the consumers and the insufficient viscosity of the users. It is also easy for the enterprises to fight the price war, which is ultimately not conducive to the operation of the enterprise, nor is it conducive to the creation of the brand.

{page_break}

"Smart health" and "national characteristics" conformed to the current consumption trend. Especially after the rise of Internet channels, many products with cutting-edge concepts could be popularized quickly and recognized by the public in the market.

Of course, the products of these two directions also need to be combined with creative design, and the products developed by enterprises will eventually meet the needs of market segments.

TAweekly: Feng Fei, Vice Minister of the Ministry of industry and commerce, made clear that this year will focus on supporting consumer goods such as baby clothes and articles. He also revealed that the scale of support was several billion.

From the perspective of industry, how do you think children's clothing enterprises should actively strive for the support of special funds?

Yang Zhaohua: the key support for consumer goods in the baby area is related to the current state's comprehensive liberalization of the "two child" birth policy; on the other hand, it is also related to the reduction in trust of domestic consumers to mother and infant and infant consumer goods in the past few years, especially in the areas of milk powder, infant food and so on.

Therefore, the Ministry of industry and Commerce has made clear that the key support for this field is good news for enterprises in related industries.

From the field of textile and clothing, it is mainly related to pregnant and infant clothing enterprises, and home textile enterprises and maternal and child products related enterprises.

The standard of clothing and clothing is relatively better, but the standards of children's home textiles and infant bedclothes are not perfect. Every enterprise and brand has its own standards, and there is no uniform standard in the industry.

At present, the two major segments of clothing and home textiles have a higher degree of marketization. Enterprises in the subdivision area are facing great opportunities. Meanwhile, other enterprises with mature products are likely to join the market, and competition will become fierce.

The support of the state is an icing on the cake for enterprises. It helps to enhance consumer confidence in enterprises and products in the field of subdivision. This is also the intention of the state to support relevant industries.

For enterprises, it is only necessary to conscientiously do well in products, adjust themselves to meet the needs of the market, so as to grasp the opportunity advocated by the state.

Brand is the key to success.

TAweekly: as early as the early 90s of last century, the textile and garment industry put forward the "three strategies", and also emerged a number of brands and brand enterprises with strong market competitiveness.

But overall, brand development is still very uneven, and there is still a lack of strong brands that are internationally known.

The biggest short board of the textile industry is "creating brand". As the function organization of the brand work in the industry, what are the specific plans of the Federation's brand office in the implementation of the "three products" strategy?

Yang Zhaohua: as a functional department under the Federation, the brand office has much work to do in creating brand.

The macro guidance of the industry can play an important role in promoting the professional services of enterprises. The brand will also play a further role in the evaluation of regional brand, enterprise brand, product brand and independent innovation brand.

From the perspective of "creating brand", I think there are two main points: first, products, and second, channels.

For products, we should play the role of the China Federation of textile industry's "joint fleet", actively cooperate with various professional associations, agencies and functional departments, and at the same time carry out cross-border cooperation to help enterprises break through the short board of brands.

From the experience of product development of outstanding brands abroad, they start professional development from raw materials, what kind of technology will be considered in the downstream links, what functions the products will have, and so on, will carry out comprehensive development. In fact, their product development shows a team work.

Therefore, the brand office will also carry out special work to help enterprises to carry out brand building, such as the development and brand building, product development and other aspects of personnel training.

In the channel, we will also encourage enterprises to carry out channel innovation. Brand office will put forward some problems for enterprises to pay attention to according to the commonalities of the development of the industry. When necessary, we will organize some activities, share experiences and cases of excellent brand enterprises, and guide everyone to explore solutions together.

{page_break}

TAweekly: in the textile and garment industry, there are still some prominent problems in the brand building of enterprises: for example, the brand awareness of enterprises needs to be strengthened, especially the upstream enterprises generally believe that brand building is a matter of terminal enterprises, and they do not attach enough importance to the creation of brands. The brand building of enterprises is often limited to a few departments, and there is no necessary coordination and coordination among departments.

What do you suggest?

Yang Zhaohua: during the past few decades, a large number of relatively strong brands have emerged in the field of clothing and home textile consumption. The two industries have also achieved a high degree of marketization. However, judging from the development stage of the whole industry, brand is still the biggest short board in our industry at present.

The concrete performance is: we lack the internationalization big brand, in the subdivision expense domain, lacks the occupying rate very high brand, the brand quantity is also few.

Besides, the biggest problem is that the homogenization of brand products is very serious.

In recent years, the brand awareness of enterprises has been strengthened, but the market environment and business environment related to brand development still need to be improved, for example, the intermediate cost and the cost reduction of brand product sales.

The relevant departments of the state should give tax support to brand enterprises, incorporate more technological innovation and design and creative brand enterprises into the scope of high-tech industries, and deduct the cost of R & D of enterprises.

Second, creating brand includes manufacturing brand.

In this field, the textile and garment industry has a great number of enterprises have potential, especially those export type OEM enterprises, their product quality is very good, the delivery time is very stable, for the downstream enterprises, they are a brand itself.

Combined with the market environment facing the current industry, these excellent OEM enterprises actually have the characteristics of manufacturing brands, and they can also undertake the development and growth of enterprises by undertaking orders from the terminal brands in the domestic market.

In home textile industry, cheerful home textiles is a typical case.

The third aspect of "creating brand" is the building of regional brand.

In fact, the industrial cluster with industrial advantages is the incubator of small and medium-sized brands. In this respect, the brand office has a lot of work to do to help local industry and enterprise development and help them create regional brands.

TAweekly: from the executive level, a number of documents, including the general requirements of the brand management system for textile industry, have been introduced in the field of brand building. In the second half of this year, in conjunction with the deployment of the national "three products" strategy, what specific work will be done in the implementation of the brand work in the second half of this year?

Yang Zhaohua: the brand office of China Textile Industry Federation will carry out the brand work from the following aspects.

First, continue to carry out brand cultivation work, under the guidance of the Ministry of industry and information technology, carry out the brand enterprise data survey work, carry out dynamic adjustment to the "clothing brand independent brand enterprise with key tracking and cultivation", further expand the scope of implementation of the industry standard of the "general requirements of brand cultivation management system in textile industry", organize the enterprise to carry out the brand cultivation pilot demonstration, establish brand cultivation management system, carry out brand professional training, enhance the key link capacity building, continue to promote the textile industry regional brand work, further expand the scope of the pilot, and organize the pilot area to participate in the Ministry of industry industrial cluster regional brand pilot demonstration work.

Two is to carry out brand value evaluation work, under the guidance of the AQSIQ, in conjunction with professional associations and relevant departments, according to the "brand value evaluation of textile and clothing, shoes, hat industry" national standards, organize the brand value evaluation, issue China Textile and clothing brand value list.

Three is the Ministry of industry and information technology, relying on the textile and garment Creative Industry Park alliance, to carry out pilot demonstration of textile and clothing Creative Industry Park, and promote exchanges and cooperation between the parks.

Four is to organize the textile industry upstream and downstream brand enterprise docking cooperation, and cross-border learning and exchange activities, promote resource integration, share the successful experience.

Five is brand promotion and promotion, relying on China Textile and apparel brand network and professional media, to strengthen the focus on cultivating brand enterprises and regional brand areas of publicity and promotion, enhance the influence of independent brands.

The six is to strengthen the basic research of the brand, compile and publish the brand development report of China's textile industry in 2016, summarize and summarize the new situations and characteristics of brand development, analyze the typical experience cases in depth, and guide the brand building of the industry.