China's textile companies have become increasingly brand conscious

China is already a big textile country. According to the goal set by the China Textile Industry Federation, by 2020 China should become a textile power. One of the important signs of textile power is the emergence of a number of influential Chinese brands. Towards this goal, Chinese textile companies have accelerated their pace. On December 17, China Textile magazine held its 60th anniversary celebration in Beijing. At the celebration, eight entrepreneurial pioneers in China's textile industry explained their experience. These eight pioneers are mostly second-generation successors of well-known textile and garment companies. The most significant change from their parents is that their brand awareness and brand management capabilities have been significantly enhanced. Some people have used their international vision and internationalization. The advantages of human resources have made great strides in the way of brand management.

Wang Hao, general manager of Beijing Erdos Creation Co., Ltd. is a typical representative. As the daughter of Ordos Group Chairman Wang Linxiang, Wang Xie, who has more than 10 years of overseas study and work experience, has unique insights into branding and luxury products. After returning from studies, she founded the 1436 cashmere high-end product brand in 2007. 1436 is the flagship product of the classic best cashmere sweater, and the cashmere element is effectively used in coats, jackets, etc., and is equipped with series of jewelry, forming a complete full range of product lines. According to Wang Xie, in the first and second year of the birth of 1436, he wanted to enter the domestic high-end department store Hangzhou Building and encountered a refusal. He entered the Hangzhou Tower in the third year and achieved a similar sales performance with some foreign luxury brands. , Hangzhou Tower now gives 1436 stores close to foreign luxury brands and expands the sales area. 1436. Such stories, which occurred in other high-end department stores in China, are constantly being staged.

For the success of 1436, Wang Xi believes that the most important thing is product quality, followed by product design. The 1436 design team hired design talent who had designed for international big names. This is an important guarantee for the synchronization of the 1436 with the international prevalence. Let Wang Xi happy that the 1436 has been launched since 2007. At present, many politicians, business elites, and media have already recognized and remembered 1436 through various high-end platforms.

The story of the creation of the brand by the second generation of successors was also staged by the Menglan Group. As the son of Meng Yuebao, the chairman of Menglan Group, He Ming entered the company in 1999 to do international trade. He Ming filled up the blank of the international trade of Menglan. As the chairman of Menglan Import and Export Corporation, He Ming led his team to make international trade awesome. Nowadays, Menglan Import and Export Company of 15 people has created 200 million yuan in sales each year.

However, He Ming is not satisfied with this. A new brand of Tan Ming belonging to He Ming was born in 2010. He Ming positioned the brand as a home textile brand for the general public, and the market orientation is oriented towards online sales and rural markets. This runs counter to most home textile brands positioning high-end marketing strategies. And this kind of reverse action also shows He Ming's insight and courage. "Dan Hao" started from scratch, but in more than six months, it has created a lot of performance, and this cheap home textile brand hit the market.

Jia Sheng, deputy general manager of Mingsha Group, the second generation successor of Zhejiang Mingsha Group, also wrote his own brand legend. After graduating from Shanghai University of Finance and Economics in 2005, Jia Sheng wanted to do financial work, but in the conflict with his father compromised into the clothing circle. Slowly Jensen felt like making clothes and had different understandings and practices from his parents.

In 2008, Mingsha was not a marketing model based on direct sales stores. There were only a few direct sales stores in the country. Jia Sheng realizes that joining an agency is not a long-term road to brand development. Because from the trend of view, many internationally renowned brands have previously operated under the franchise agency in China, but now they are all directly operated. Jia Sheng decided to adjust her strategy. The number of franchisees was reduced to less than 5 during the year, and they all began to operate their own direct-operated stores. After three years of development and development, the famous and mature Sha and come to the fore in the garment-intensive area of ​​Jiangsu and Zhejiang. When many companies collapsed and went bankrupt during the financial crisis, Mingsha was developing at a speed far beyond its peers. "Using the parents' foundation as a basis for development and integrating superior resources provide a better platform for their own development." Jia Sheng's idea is very pragmatic. A year ago, Jia Sheng led his team to study in the United States, Hong Kong, and Japan, and began to establish his own brand "ICCI" independently. After nearly a year of development, "ICCI" is now in Jiangsu and Zhejiang area has far ahead of the performance of many domestic well-known brands.