Changzhou Longfu Knitting Co., Ltd. , https://www.longfu-knitting.com
Wang Wei: Chemical fiber brands should follow suit
Over the years, China's chemical fiber industry has primarily focused on enhancing its "hard power" to meet the needs of downstream manufacturing in the industrial chain. However, it has lagged behind in building "soft power," particularly in areas like branding and services. Unlike globally recognized brands such as "Leica" or "Modal," the industry lacks internationally influential fiber brands. As the sector moves toward an upgraded version and new competitive advantages, strengthening brand development becomes essential. This involves shifting from quantity-driven expansion to quality improvement, and from a manufacturing-focused supply chain to one that emphasizes value creation.
To build strong brands, companies must enhance their innovation capabilities, which are central to creating value in the chemical fiber industry. Since fiber value is largely determined by technicality, differentiation, and functionality, innovation plays a key role in achieving these features. This is why independent innovation was prioritized in the 12th Five-Year Plan for the industry.
From an industry-wide perspective, increasing R&D investment is critical. In 2012, research spending accounted for 1–1.5% of product sales revenue, with top enterprises reaching up to 3%. Compared to developed economies, there is still a gap. The construction of technology centers has also advanced, with 13 state-level centers currently in place, and provincial-level centers doubling from 20 to 40 since 2010. Additionally, the industry is fostering innovation through collaboration between enterprises, universities, and research institutes, aiming to strengthen joint R&D and application across the textile supply chain.
Beyond R&D, integration is crucial for improving innovation. With rapid technological advancements and interdisciplinary convergence, industries must adapt to new trends. Information technology, cultural creativity, and cross-industry collaboration have become powerful tools for brand development and meeting diverse consumer needs.
Marketing capabilities are another vital component of brand building. Companies must refine traditional channels, invest in brand promotion, and develop multi-level commercial networks. E-commerce has transformed the market, with platforms like Tmall, Amazon, and self-operated sites reshaping how products are sold and marketed. Online shopping has revolutionized business models, influencing everything from logistics to consumer behavior.
Chemical fiber companies should also integrate closely with downstream industries, offering customized services that go beyond selling products. By understanding user needs, they can guide the development of downstream applications, effectively merging production, sales, and service.
Improving management capabilities is equally important for building a strong brand. Corporate culture and social responsibility play a significant role in shaping brand identity. Companies that prioritize ethical practices, environmental sustainability, and employee well-being can enhance their reputation and long-term value.
Finally, expanding market influence is essential for growing brand recognition. While the saying “Wine is not afraid of a deep alley†may hold true, promoting fiber innovations and exploring new markets is crucial. Initiatives like “Fibre Trends†help showcase the industry’s potential, highlighting how fiber has historically influenced fashion and lifestyle. With continuous technological progress, the industry needs a dedicated platform to promote its evolving brand image and expand its global reach.