September 27, fiber brand building and marketing The strategic theme forum was held in Jilin as one of the sub-forums of the 29th China International Chemical Fiber Conference (Jilin 2023) and the 10th China Carbon Valley Carbon Fiber Industry Conference. It is also the “Huafon·Millennium China Fiber Brand Linkage Creation and Exchange” One of a series of activities, the forum focused on fiber brand building and marketing, inviting industry associations, textile colleges, fiber brands, clothing brands and marketing experts to discuss how to use brands under the new development environment and market demand. Strive to strengthen the soft power of fiber enterprises.
In the first half of 2023, with the The economy and society have fully returned to normal operations, and the domestic clothing market has achieved a change from declining to increasing. Clothing retail sales of units above designated size have continued to grow positively, the market scale continues to expand, market vitality continues to pick up, and consumer demand is gradually released. Qu Fei, deputy director of the Brand Work Office of the China Textile and Apparel Federation, in a report entitled “Brand Value Enhancement under New Changes”, analyzed the highlights of brand companies such as Bosideng and Angel Bird in terms of strategy, products, channel operations, etc. and new trends emerging in the consumer market.
Chen Lijun, a lecturer at the School of Design of Jiangnan University, said The report was titled “Evaluation System for Competitiveness of Chinese Fiber Brands” and explained in detail the evaluation system of Chinese fiber brand competitiveness from the aspects of evaluation background, significance and role, evaluation indicators, and evaluation levels. Chen Lijun said that on the one hand, the value of the fiber brand is directly reflected in the recognition of downstream and terminal users. On the other hand, the value of the fiber brand needs to be reflected through the terminal brand as a bridge. This requires fiber production companies to further strengthen cooperation with downstream partners. The joint efforts, especially in establishing application standards and guiding downstream use, enable the end products to truly reflect the value of the fiber.
Director of Global Creative Center of Lycra Company and Chen Rui, Asia Brand and Marketing Director, introduced the 65-year development history of the LYCRA® brand in a report titled “The Practice and Gains of the LYCRA® Brand in China” and shared the practice and gains of LYCRA® brand building in China. And the opportunities and challenges that the changing market brings to brand building. The LYCRA® brand has built a comprehensive brand communication ecosystem in China. Taking the 2019 brand campaign “Move Freely” as an example, based on consumer research, the LYCRA® brand has further enhanced “freedom”, “confidence”, “freedom of movement” and “live a wonderful life” ” brand core values, enhance the value of the brand image emotionally and functionally; build the personality of the LYCRA® brand into a desirable consumer brand, actively build emotional bonds through innovative content; use digital means to expand brand influence and participation degree, expanding the brand’s voice and visibility.
Huafeng Chemical Co., Ltd. is committed to Focus on the development and innovation of new materials, with the goal of providing a new generation of clothing material solutions. Sun Luping, director of the company’s marketing department, shared the topic “Huafeng·Millennium Clothing Material Application and Service”. He said that as one of the major suppliers of spandex products in the world, Huafeng is committed to contributing to a green earth in terms of environmentally friendly spandex, especially bio-based and recycled materials, and has launched various functional materials to provide comfort for clothing. Provide a series of product guarantees with high degree of accuracy and high consumer experience. Huafeng has achieved product technology breakthroughs in the field of nylon 66, which has provided assistance for the civilian use and promotion of nylon 66, and has also made nylon 66 more widely used in the civilian market. In addition, through continuous research and development, Huafeng has also launched many new fibers and materials such as superfiber and TPEE, using different fiber combinations to create more products for different application scenarios.
Xtep (China) Co., Ltd. Paladin Business Department Design Senior ManagerIn a report entitled “The Demand for Function and Environmental Protection of Sports and Outdoor Products”, Li Wengchengyao analyzed the demand and concerns of sports and outdoor products for function and environmental protection, and discussed the role of fiber in increasing the added value of end products. enhancement. She pointed out that in the use of materials in sports and outdoors, the protection of the human body by functional fabrics and high-tech details is the key. The protective function is still the focus of sports fabrics. Clothing made of waterproof materials can calmly cope with the changing outdoor climate, and anti-tear, anti-wear and other functions are the top priority. Use fabrics with good resilience and quick-drying properties to ensure comfort after exercise. Functional fabrics that can achieve sweat wicking, temperature control, and quick-drying during exercise can not only provide athletes with a better sports experience, but also provide more possibilities for other categories of clothing.
Finally, as a special topic of this forum The invited cross-border marketing expert, Li Zheng, shared how to do brand marketing accurately with the title “Self-cultivation of “Sea Kings””.
He believes that branding is accurate communication The five elements of brand include: unique positioning, recognition, consistent communication, superior experience and continuous innovation. In online and offline brand marketing, “humanity” is the ultimate destination of branding and marketing. “Pin” represents “humanity” and “camp” means “content”. It is based on visualization, eventization, immediacy, and conflict. Create communication channels for personalized content.
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