The 2020 China Textile And Apparel Brand Development Report
China Textile and Apparel Brand Development Report 2020
China National Textile Industry Council Brand Office
The year 2020 is the final year of the 13th Five-Year Plan. It is also an extraordinary year in the history of New China. The world today is undergoing profound changes unseen in a century. The international environment is complex and volatile, the Covid-19 epidemic is spreading around the world, and the global economy is in a significant recession. In the face of the new situation, China has made it clear that it is necessary to accelerate the construction of a new development pattern featuring domestic cycles as the mainstay and mutually reinforcing domestic and international cycles. In the process of promoting the "double cycle", the brand strategy has a more significant and far-reaching significance for promoting the domestic cycle and enhancing China's ability to participate in international division of labor and cooperation.
I. Challenges and opportunities -- brand development is facing a new environment
1. The global economic and trade situation has become more complex
(2) The domestic consumer market has been significantly affected by the epidemic
(3) Restructuring the global textile and apparel brand market pattern
4. The domestic business environment is more benign
II. Adjustment and innovation -- brand construction presents a new trend
The textile industry brand building system has basically taken shape. Affected by the epidemic, textile and apparel brands are under obvious pressure in 2020, which experienced a low overall operation in the first half of the year and a gradual recovery in the third quarter. Facing the new situation, textile and garment brands actively carry out digital transformation, adhere to scientific and technological innovation, pay attention to healthy consumption, strengthen cultural construction, and enhance the ability to lead consumption and enhance cultural confidence.
(I) Significant achievements have been made in the brand building of the industry during the "13th Five Year Plan"
(2) the overall situation of the current brand construction
(III) New characteristics of brand construction in 2020
Digital transformation has become the biggest feature of brand operation in 2020. Promoting industrial digitalization and promoting the deep integration of digital economy and real economy has become an important direction of industry transformation and upgrading. With the help of scientific and technological innovation to enhance brand competitiveness has become a continuous topic, actively adjust the product structure, show the industry responsibility of common anti-epidemic, and pay more attention to meet the health consumption needs of people in the post-epidemic era; Pay attention to cultural construction, enhance the ability of consumption and cultural leadership.