As a raw material for textiles, the role of fiber in the industrial chain has always been relatively “pureâ€. It is difficult for most consumers to associate fiber with hot words such as “brandâ€, “pop†and “fashionâ€. In fact, fiber not only has a brand, but also has the ability to start the brand, but also to a large extent affect the fashion trends of the entire fashion circle. Through the release of “China Fiber Fashion Trendâ€, the “China Fiber†public brand is making a big splash in the global market, and its increasing international influence is leading the entire industry transformation and upgrading.
Fiber is the source of the textile industry chain.
In order to fully demonstrate the leading role of fiber in the innovation of the textile industry, from 2012 onwards, the Consumer Products Industry Department of the Ministry of Industry and Information Technology and the China Chemical Fiber Industry Association launched the “China Fiber Fashion Trendâ€.
Today, the "China Fiber Fashion Trend" has become an annual event in the chemical fiber industry at home and abroad. As the wind vane of the development of China's chemical fiber industry, it is leading the transformation and upgrading of the entire industry with increasing international influence, making the “China Fiber†public brand shine in the global market.
The industry believes that the six-year practice of “China's fiber fashion trend†has not only created a precedent for the research of domestic raw material end trends, but also promoted the supply-side structural reform of the entire textile industry and implemented the strategy of “providing quality, increasing varieties and creating brandsâ€. Soft power drives transformation and upgrading to point the way.
Trend research, starting from the source
“China's fiber fashion trend†has changed the trend research model of “popular color – fabric – ready-to-wear†in the global fashion circle, creating a precedent for domestic raw material end trend research.
What is the “China Fiber Trend�
Simply put, it is a professional platform to show the world the hottest, most technologically advanced and market potential fiber technology and products. It is the core technology, demand-oriented, in-depth study of consumer trends, fiber guide enterprises to increase innovation for new fiber products, and periodically the newest, most cutting-edge, the highest degree of differentiation, the world's leading information delivery to new products Downstream manufacturing companies continue to expand product applications and increase the contribution of fiber brands to the development of the textile and chemical fiber industry.
After years of rapid development, especially after the “Golden Decade†from 2000 to 2010, the Chinese chemical fiber industry has entered a bottleneck period to a certain extent. At present, China's chemical fiber production accounts for nearly 70% of the world's total output, ranking first in the world. However, China's chemical fiber industry is still large but not strong, and the core elements such as technological innovation capability, product development intensity, and brand influence still have a huge gap compared with international high-end production capacity. With the irrational structure and overcapacity, the demand for transformation of China's chemical fiber industry is imminent.
"We must find a new breakthrough and completely reverse the pattern of industrial enterprises relying on quantitative expansion for many years, from hard power construction to soft power improvement. This means that enterprises must pay more attention to product research and development and pay more attention to brand building." Duan Xiaoping, president of China Chemical Fiber Industry Association, said in an interview with Economic Daily that the release of "China's fiber fashion trend" is to maximize the energy of technological innovation and brand building, and lead the industry to focus on fiber brands and develop brand products. .
In March 2012, the Consumer Products Division of the Ministry of Industry and Information Technology, the China Chemical Fiber Industry Association, Donghua University, and the Textile and Chemical Fiber Product Development Center jointly released the 2012/2013 China Fiber Trend Report in Beijing. Alien denier wicking polyester fiber, spun-dyed polyester fiber, bamboo fiber, chitosan fiber and other 10 kinds of high-performance, high-tech, environmentally friendly green new fiber made the list, and a hit in the industry, passing out China's chemical fiber industry's new pursuit of future development.
"The successful launch of 'China's fiber fashion trend' marks that China's chemical fiber industry has finally taken the transition from 'quantity growth' to 'quality improvement'." Duan Xiaoping said.
Starting from this, “China Fiber Fashion Trend†is released once a year in March. Its positioning and concept are becoming more and more clear, the theme of publishing is more and more clear, and the content, form and presentation are more and more abundant. It can be said that its emergence has changed the trend research mode of “popular color – fabric – ready-to-wear†in the global fashion circle, and pioneered the research on the trend of domestic raw material end.
Statistics show that in the past 6 years, “China Fiber Fashion Trend†has attracted more than 400 companies to participate in the declaration, covering more than 580 fiber products, releasing 25 major fiber varieties; more than 200 products from 138 chemical fiber companies are on this platform. Debut; the average R&D investment ratio of enterprises increased from 2.5% in 2011 to 3.8% in 2015, and the proportion of products reaching the international leading level is close to 70%.
What is even more surprising is that there are hundreds of fiber brands in the “China Fiber Trends†service, and about 50% of them have established product brands on the basis of corporate brands, such as the colorful yarns of Shenghong Group and Xinxiang. The illusion of chemical fiber and the Dalien of Xinhui Meida are among the best among them.
“As a raw material for textiles, the role of fiber in the industrial chain has always been relatively 'pure', especially to the consumer side. This problem is even more obvious. Most consumers find it difficult to fiber and 'brand' 'popular' fashion. 'These hot words are linked. It turns out that fiber not only has a brand, but also can make the brand start, but also can greatly affect the fashion trend of the entire fashion circle." Duan Xiaoping said.
Collaborative innovation, starting from docking
To achieve the overall upgrade of the textile industry, we must achieve synergy and innovation in the entire industry chain. Only the fiber as the source and the products and brands as the terminal promote each other and produce a superposition effect, which can accelerate the value of the entire industrial chain.
The “China Fiber Trends†launch event has been held for 6 consecutive years, which not only enhances the overall strength of innovative fiber companies and “China Fiber†brands, but also receives extensive attention from downstream industries such as knitting, clothing, fabrics and home textiles. industrial transformation and upgrading to achieve integrated innovation in the critical phase of fruitful patterns and ideas.
At present, China's textile industry is transforming and upgrading towards science and technology, green and fashion. Cooperating with innovation in the entire industry chain and jointly building soft power in the industry requires joint efforts of all upstream and downstream sectors. Only the fiber as the source and the products and brands as the terminal promote each other and produce a superposition effect, which can accelerate the improvement of the overall level of the textile industry and the value of the entire industrial chain.
“The release of 'China's fiber fashion trend' is a major innovation in the chemical fiber industry.†Gao Yong, secretary of the Party Committee of the China National Textile and Apparel Council, said that “China's fiber fashion trend†always emphasizes the integration and innovation with the downstream industry chain, channel and value chain. Through this platform, the most authoritative and advanced information can be learned in all aspects of the industry chain. On the one hand, the transmission of these information will help lead the chemical fiber enterprises to develop new products, guide downstream enterprises to adopt the popular fiber of independent research and development and production in China, and enhance price competitiveness and profit margin; on the other hand, it can also produce and design for downstream enterprises. And procurement links provide a more comprehensive decision-making basis.
“The development of fiber products is not an isolated behavior, but a social activity. Through the synergy of scientists, designers, manufacturers and media, fiber can better integrate technology and fashion, and ultimately serve life. "Famous designer Wu Xuekai said.
In the past six years, the influence of “China's fiber fashion trends†has become more and more important, and the coverage has become wider and wider. More and more designers have participated in the activities. At present, the enterprises involved are no longer limited to upstream chemical fiber enterprises, and more downstream enterprises have joined in, and the upstream and downstream have achieved closer cooperation.
Wang Yuping, vice president of China Chemical Fiber Industry Association, told reporters that the current application fields of fiber and related products have expanded from clothing and home textiles to a wider range. For example, to meet the special needs of other projects in the field of security and defense, industrial textiles fiber function made more stringent requirements. "China Fiber Trends" has launched "engineering fibers" based on this, recommending downstream brands to special functional fiber brands and technologies that can be widely used in atmospheric and water filtration materials, protective clothing, safety belts, marine cables and other fields.
Improve supply, start with "three products"
“China's fiber fashion trend†can guide chemical fiber enterprises to provide human, material and financial resources for brand products and brand enterprises, and it is beneficial to promote the “three products†strategy of “increasing varieties, improving quality and creating brands†in the textile industry.
At present, China's textile industry is continuing to promote the supply-side structural reform and the “three-product†strategy of “increasing varieties, improving quality, and creating brandsâ€. Looking back at the history of the "China Fiber Trends" release, it can be seen that the launch activities fit very well with these two development strategies.
In the past six years, the “China Fiber Trends†launch event has continued to help chemical fiber companies to improve their supply levels and guide them to produce better chemical fiber products that better meet market demands. "It can guide chemical fiber enterprises to more consciously promote supply-side structural reforms, and provide more human, material and financial resources for brand products and brand enterprises." Gao Yong said that during the " 13th Five-Year Plan" period, "China Fiber Trends" was released. The event will continue to advance.
As the most professional and authoritative platform in the industry, “China Fiber Fashion Trend†not only strives to show the quality characteristics, technological content and brand culture of fiber, but also always pays attention to consumer demand, and strives to guide consumers to adapt while improving supply level. New lifestyle and life philosophy.
For example, with the continuous innovation of chemical fiber technology, many differentiated and functional fibers are constantly coming out, providing unlimited possibilities for downstream product development. For example, the emergence of products such as smart fibers, functional warm fibers, functional cool fibers, and ecological antibacterial fibers has expanded the space for fabric development and application, making people's lives full of technology, fashion, environmental protection, and health.
At the same time, electronic information and Internet technology have also contributed to the diversification of fiber marketing models. In this context, chemical fiber companies need to closely integrate with the downstream to promote multi-level services. For example, providing customized services for downstream demand; changing the traditional way of thinking of “selling products†and truly achieving “production-sales-services†integrated operations.
“The original intention of the release of 'China Fiber Trends' was to add a piece of firewood to the 'China Fiber' brand building and add a fire' to enhance the overall image and influence of Chinese fiber in the international market. In the future, the chemical fiber industry will Continue to rely on the 'China Fiber Trends' campaign to further enhance the competitiveness and influence of the 'China Fiber' brand, and help the chemical fiber industry and the entire textile industry to accelerate the pace of transformation and upgrading." Duan Xiaoping said.
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