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中国制造业五分天下有其一,已然是制造业大国,但还不是制造业强国,还不是品牌强国。中国纺织工业总产值近六万亿元,中国纺织服装业规模以上企业3.8万家。作为高度市场化竞争的行业,其品牌竞争力、盈利能力和自主创新能力仍有很大的差距。中国纺织业自主品牌仅占10%,世界品牌500强里没有中国纺织品牌,中国纺织业80%的利润为品牌所有者和国际营销商获取,产值利润率在5%左右徘徊。为了从根本上改变这种局面,近年来,国家、行业、企业对品牌建设渐成共识,全方位、多层次、体系化地推进品牌建设,优化品牌生态。从国家层面,国务院及相关部门在工业转型升级的规划、纺织行业的十二五规划等文件中明确提出要制订品牌发展规划,设立品牌建设目标,出台品牌培育政策,形成国家意识。从行业层面,纺织工业联合会出台了纺织强国纲要,制定了行业品牌发展规划,设定了中长期的建设目标,开展品牌培育体系的建设工作,引领全行业品牌意识提升。中国纺织工业联合会协会及所属的中国纺织政研会等社团组织开展了若干活动,品牌宣传和推进活动非常活跃。从企业层面,纺织服装企业制订品牌规划,实施品牌营销措施,提升全员品牌意识,国内越来越多的优势品牌企业开始整合国际品牌资源,加快国际化步伐。这对于在新常态下树立信心、应对转型升级过程中所面临的挑战具有极其重要的作用。
One in five manufacturing industries in the world is already a manufacturing power, but it is not yet a manufacturing power, nor is it a powerhouse brand. China’s textile industry output value of nearly 6 trillion yuan, China’s textile and garment industry 38,000 enterprises above designated size. As a highly marketed industry, there is still a big gap between its brand competitiveness, profitability and capability of independent innovation. China’s textile industry accounted for only 10% of its own brand, the world’s top 500 brands in the absence of Chinese textile brands, 80% of China’s textile industry profits for the brand owners and international marketers access to profit margins at around 5% hovering. In order to fundamentally change this situation, in recent years, countries, industries and enterprises have come to a consensus on brand building, promoting brand building in an all-round, multi-level and systematic manner and optimizing the brand ecology. From the national level, the State Council and relevant departments clearly proposed to formulate brand development plans, establish brand building goals, introduce brand cultivation policies and form national awareness in the plans for industrial restructuring and upgrading and the textile industry during the 12th Five-Year Plan. From the industry level, the China Textile Industry Federation introduced the Outline of a Powerful Textile Power, formulated the industry brand development plan, set mid- and long-term construction goals, carried out the construction of a brand cultivation system and led the brand awareness of the entire industry. China Textile Industry Association and its affiliated China Textile Research Institute and other community organizations carried out a number of activities, brand promotion and promotion activities are very active. From the corporate level, textile and garment enterprises to develop brand planning, implementation of brand marketing measures to enhance the brand awareness of all staff, more and more domestic brands began to integrate the advantages of international brand resources to accelerate the pace of internationalization. This plays an extremely important role in building confidence under the new normal and coping with the challenges in the process of transformation and upgrading.