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How China's clothing industry is more "faceful" in the world
In Chinese culture, "face" holds deep significance, symbolizing respect, honor, and social standing. This cultural value has shaped the way Chinese people perceive identity and reputation. For China's garment industry to gain more "face" on the global stage, it must embrace the challenge of building strong, independent brands. This is a crucial mission that requires long-term vision and effort.
Recently, Cao Tingrui, deputy chief of the Textiles Department, addressed the Yalu Chinese Clothing Sustainable Development Summit during the Jiangsu International Fashion Festival. He emphasized that a brand represents a nation’s strength and economic power. The rise of a country’s economy is closely tied to the development and expansion of its brands. Countries like the United States rely heavily on their transnational corporations and globally recognized brands. In fact, Japan’s former Prime Minister once said, “In international relations, Sony is my left face and Toyota is my right face.†This highlights how powerful brands reflect a nation’s image and influence.
However, the current state of China’s apparel industry still faces challenges. While the industry has advantages in production and manufacturing, many companies lack the drive to build their own brands. The market environment isn’t yet supportive of healthy brand competition, and there’s no comprehensive policy framework in place to foster brand growth. These factors are major obstacles for the development of Chinese clothing brands.
Cao Tingrui stressed that while enterprises are the main drivers of brand building, the government also plays a critical role. Without a fair, orderly, and healthy market environment, even high-quality products struggle to establish a strong brand. He called for focused strategies, coordinated mechanisms, and a supportive market climate to help key brands go global.
Xu Kunyuan, vice president of the China Textile Industry Association, echoed this sentiment, stating that in today’s competitive world, brands have become a vital element of national and regional power. A strong brand is like a passport to the market, boosting sales and creating intangible value. However, he also highlighted that the core of a market economy lies in creating value for consumers. To succeed, businesses must prioritize customer satisfaction, ensuring that their products and services meet real needs.
While the path to building a strong brand is long, China’s textile and apparel companies have reasons to be optimistic. Cao Tingrui pointed out several advantages: a solid industrial foundation, growing market consensus, increased brand awareness, and a vast consumer base. Additionally, Xu Kunyuan noted that China itself is a massive market with diverse consumer preferences. With the right approach, thousands of unique brands can emerge.
For companies, brand strategy should not be about size or luxury but about innovation and continuous improvement. It’s about understanding and responding to changing consumer desires. Every year, new products must be introduced to keep the brand fresh and relevant. Ultimately, a successful brand is one that builds trust, delivers value, and stands the test of time.