Status Quo, Challenges and Countermeasures of Brand Building of Chinese Cotton Textile Products


Abstract: Based on the product data of key cotton textile enterprises tracked by China Cotton Textile Association (CCTA) from 2011 to 2019, the paper analyzes the development status and product characteristics of China’s cotton textiles brands (including yarn and woven fabrics brands), as well as the agglomeration effect of brands and the economic value of the brands to the enterprises. In doing so, the paper further clarifies the challenges and breakthrough paths of brand building.

Key words: cotton textile industry; brand building; yarn; fabric