Zhang Zixin, China Chemical Fibers Association, delivered his speech of Sustainable development outlook for viscose fiber industry and suggestions on corporate brand building

The two products, viscose staple fiber and Lyocell, are in different stages of their life cycles. Lyocell is in a developmental stage, while viscose staple fiber is in a relatively stable phase. Currently, the communication between associations and enterprises mainly revolves around achieving sustainable development and brand building.

Brand is an important symbol of high-quality development, and strengthening brand construction is an important way to meet the needs of a better life for the people. It enables consumers to rely on, trust, and highly evaluate the enterprise, and conveys the corporate image, corporate culture, and product concepts. In 2022, China accounted for over 84% of the total textile fiber processing volume and over 70% globally. Conventional fibers as a whole maintain an internationally leading level, while high-performance fiber technology is gradually moving towards a new stage of reaching the world's leading level. As the labor cost advantage is gradually replaced by Southeast Asia, it is important to focus on developing soft power including resources, channels, technology, brand, service, and market influence.

Enterprises need to define target customers and determine corresponding brand strategies. The future focus should be on terminal brand enterprises, helping them achieve sustainable fashion and avoid criticism from environmental organizations, including issues such as clean production, labor rights, and biodegradability. The Synthetic Fiber Association has established the Regenerated Fiber Su Fiber Industry Green Development Alliance, which publishes sustainable development reports to disclose industry information and collaborates with enterprises to address relevant issues. The association collects various outstanding products each year, publishes trends in Chinese fiber fashion, and conducts consumer guidance through activities such as enterprise launches and brand docking.