How Far Is China'S Fabric From Luxury Goods?

At the end of 12 last year, Goldman Sachs released data showing that China's luxury consumption in 2010 was as high as $6 billion 500 million, the world's highest growth rate for 3 consecutive years.

"China will replace Japan and become the biggest."

Whether it is fashion or jewelry, the so-called luxury goods must have strong brand influence.

The brand system is the four integration of quality, innovation, rapid response and social responsibility. It runs through the process of creativity, production, marketing and consumption.

And the Chinese fabric enterprises stepping into the brand building stage are planning the brand upgrading strategy.

Luxury goods are relative. Good brands are absolute.

In an interview, vice president of China Textile Industry

As is known to all, China's textile industry has not completely removed the hat of the "world factory" until now, and environmental pressures, labor pressure and exchange rate pressure have led to the rise in the cost of "made in China". In the process of vanishing the low price advantage brought by the manufacturing industry, though many forward-looking textile enterprises in China have launched brand building, the brand superiority has not been fully established due to the short time.

When Chinese brands completely lose their price advantage, Chinese brands can only be eliminated if they have not yet accumulated brand advantage.

At this time, domestic textile fabrics enterprises need not the so-called luxury goods, but need strong brands with comprehensive strength and discourse power.

The brand effect of an industry is embodied by a specific brand.

Although there are different paths for specific enterprises to build their own brands, brand commonality runs through all kinds of brand personalities.

Even small and medium-sized enterprises, as long as they are steadfast enough to make their own brands, they will have the chance to succeed.

Matsushita was just a small company when it first entered the United States.

HUAWEI is not the biggest company in China when it develops global business.

The key lies in the brand layout and continuous brand upgrading.

Brand upgrading first is the upgrading of production capacity, followed by the upgrading of market capacity, and finally the upgrading of innovation capability.

Innovative enterprises always walk in front of others, establish brand personality, and naturally establish independent brand culture and brand idea, accumulate brand advantage and become an international brand.

Multiple possibilities of brand upgrading

"Now is the time to increase the intensity of brand building and upgrading."

Just as

The first is positioning high-end.

This has become the choice of many fabric enterprises with strong innovation ability and R & D level.

For example, Jiangyin Forster insists on taking the high-end line, the product is dominated by high density and high density, and constantly innovated, refocusing on services, redesigning, and reproducing products. The high-end shirt fabrics of the company are fastidious about classic fashion, exquisite and beautiful, comfortable and comfortable, and ecological health care. Moreover, the development of the products will pay more attention to the content of science and technology, especially the comfort and health care functions.

Shanghai has always been working hard to customize its advanced fabrics. "A small number of people, most of them dream" is a business idea of the day, so that customers can feel the same feeling when they enjoy the endless service.

In operation, Ding Tian joined the high-end strategic partners of France, employing senior brand designers to enable customers to enjoy authentic brand services and the most popular fashion products, but also to provide customers with test reports to ensure the popularity of authority.

"Not to sell jacquard, to sell nobility" makes the day service reflect value in culture and guide fashion.

In addition, in order to demonstrate the comprehensive strength of enterprises and enhance brand awareness and influence, some leading textile enterprises aim at foreign brands.

For example, Shandong Ruyi science and Technology Group Co., Ltd. successfully introduced RENOWN, the largest garment operator in Japan, to 41.53% of its stake last year, so as to become the largest shareholder of the company.

Through this acquisition, Ruyi group can get the famous brand such as D "URBAN" operated by RENOWN.

But takeover is not the way to upgrade all Chinese textile brands, and creation and innovation are the soul of the brand.

If you want to become a truly international brand, your brand concept will be recognized and endorsed by the world's consumers.

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At present, domestic textile production enterprises upgrade their brands. On the one hand, they can occupy the international market with superior brands like Haier and HUAWEI.

The strategy is to develop brand advantage in China and extend it to the international market.

On the other hand, we can consider developing brand advantages with Chinese cultural advantages, such as silk and linen textiles, which are world-renowned products. These products are the main brands and radiate to other brands. It is also an effective way to upgrade brand names.