Yang Donghui: The Construction Of Home Textile Brand Is Becoming More And More Urgent.

As vice president of China Textile Industry Association and honorary president of China Textile Association, Yang Donghui has a deep understanding of the construction of independent brand.

He believes that the home textile products as terminal products, especially in the current situation, the task of building their own brands is becoming more and more urgent.

The ultimate goal of China's home textile enterprise's own brand building is to complete from "made in China" to "made in China".

"China has a large number of home textile brands, but there are still a few enterprises with international influence and higher brand value added."

Yang Donghui said that a few years ago, Du Yuzhou, President of the China Textile Industry Association, proposed that the textile industry should improve the contribution rate of science and technology and the contribution rate of the brand. In order to realize the improvement of these two contribution rates, it is required that enterprises should not simply make OEM, but from OEM to ODM and then cross to OBM, so that the brand can be crossed.

In this process, large-scale professional exhibitions play an important role.

Yang Donghui analysis, independent brand building will not happen overnight.

"This is a systematic project, which involves many aspects, such as the level of creativity and design, the marketing mode, the integrity and the recognition of the consumers. That is to say, the business operation should extend to both ends of the smile curve.

He said: "the brand building of domestic textile enterprises must have a sense of urgency and a solid job.

At present, home textile enterprises should really let the two corners of the smile curve stand up. We should guide enterprises to improve the brand's design ability and brand value, actively develop marketing channels and improve the building of brand promotion system, strengthen the awareness of independent intellectual property rights, and make bigger brands gradually stronger so that more brands can grow and expand.

Yang Donghui also stressed that in the future, the rise of labor costs is an inevitable trend. Especially in the 12th Five-Year plan, we should focus on solving the problem of enriching the people, and the pressure of RMB appreciation will also exist. Low carbon environmental protection and cleaner production is a topic that enterprises must face.

Under such circumstances, ensuring the stability of quality is the cornerstone of the independent brand building of home textile enterprises.

Large scale professional exhibitions are the "match courts" of the quality of products. If the enterprises fail to win in this "match field", they will be more vulnerable on the sidelines.

Profit from the brain.

"To ensure quality, we must speed up the pace of innovation and turn to the brain.

Yang Donghui pointed out that in the critical period of the structural adjustment of the textile industry, especially under the influence of the global financial crisis, the international home textile industry also had a shuffle phenomenon, which provided opportunities for the development and expansion of China's home textile brands and to the international market.

So, how to seize opportunities, the efforts of enterprises and the support and guidance of the state and industry organizations are very important.

For some of the top brand enterprises, Yang Donghui believes that the government and associations should actively support, especially on the "surface" rather than "point", such as actively create public service platform, provide a good environment for brand building, make it strong enough to become the leader of the industry, and play an exemplary role for other enterprises.

At the end of the interview, Yang Donghui said that the home textile industry first continued to carry out brand building, striving to carry out the brand work in the way of national support and market-oriented operation, and effectively promoted the upgrading of home textile brands; two, promoting brand business model innovation, working hard to coordinate the resources of all parties, and creating a business model with a small quantity but a large number of high-quality brand names to build platforms for the domestic brands and expand the market.

Yang Donghui said, "the new marketing channel of the home textile industry should be different from the traditional fashion market mode. If there are many restrictions on the" famous brand entry shop ", it will effectively solve the problem of developing the marketing channel of its own brand, and create a new model of" famous brand and famous shop ".