The Soft Power Of China's Textile Enterprises Determines The International Competitiveness.

November 20, 2012, China Spin Wang Tiankai, President of the Federation of industries, made a brief summary of the achievements of the independent brand construction of China's textile industry. Wang Tiankai believes that brand strategy management should be placed first in the construction of independent brand in China's textile industry. The cultural connotation of a company determines whether a brand has international competitiveness.

China's textile industry accounts for half of the world's total trade. It is the largest consumer exporter in the world and has the largest textile trade system in the world. But Wang Tiankai believes that this can only be said that China is a big textile manufacturing country, and its own brand with international competitiveness is still very small, and the effectiveness of its own brand building is far from enough. Wang Tiankai said: "there are many local textile enterprises still brilliant yesterday, but today it collapsed. This shows that the brand strategy of enterprises is problematic, and the single marketing mode is far from the international standard. Enterprises should put the scientific and effective brand strategy management in the first place, pay attention to the development of enterprise culture connotation, and adjust products according to the needs of consumers.

Wang Tiankai has his own opinion on the importance of products and channels in the textile industry. He thinks that products and channels are equally important, but products are the first, and channels are only for products. Products should be loyal to consumers and interact with consumers. He stressed that China's textile independent brand compared with foreign brands is the most lack of R & D design capabilities.

At the same time, Wang Tiankai also made small and medium-sized textiles. clothing Make recommendations for future development of enterprises. He believes that the textile industry is dominated by small and medium enterprises, not all enterprises in the future can be made into brand enterprises. Small and medium-sized textile and garment enterprises should be refined, specialized, special, and brand enterprises to strengthen the upstream and downstream links, so as to enhance the survival environment of SMEs.

On the 22 th of this month, the China Textile Industry Federation and the Ministry of industry and Commerce will jointly sponsor the "2012 China clothing home textile self brand construction outcome conference". According to the press, China Textile Industry Federation will track and observe 100 textile enterprises in China. Wang Tiankai said that the most lack of local brands is soft power, that is, the building of brand culture. It is hoped that this activity can be independent of China's textile industry. brand The development of cultural construction has a positive effect.