China's textile industry is undergoing a deep transformation from 'scale leadership' to 'value leadership'. The recent joint issuance of the 'Textile and Apparel Excellence Brand Cultivation Action Plan (2026-2028)' by five ministries, including MIIT, provides a clear policy anchor for this shift. The plan sets a quantitative target of cultivating at least 25 excellence brands within three years and simultaneously develops an evaluation index system—this is not merely a numerical goal, but a screening mechanism prioritizing quality over quantity, signaling that industry resources will concentrate on brands with genuine potential and cultural heritage.
Policy Anchor: Institutional Support from Scale to Value
The core of the plan lies in building a systematic brand cultivation institution. The joint issuance by five ministries integrates key resources such as industrial policy, talent training, market regulation, communication promotion, and intellectual property protection into a single framework. For China's textile industry, long reliant on OEM and scale expansion, this marks a policy shift from 'growing bigger' to 'growing stronger'. Sun Ruizhe, president of CNTAC, explicitly stated in his interpretation that the growth of excellence brands requires solidifying quality foundations through technological innovation, embedding cultural heritage through Oriental aesthetics, and enhancing brand warmth through responsible development. This judgment reflects the industry's consensus on transitioning towards 'technology-driven textiles, fashion textiles, and green textiles'.
The concurrent construction of an evaluation index system is particularly critical. In the past, brand building often relied on experience and qualitative assessment, lacking quantifiable standards. This plan will propel brand building towards scientific measurement, making 'excellence' measurable and traceable. For buyers and factories, this means future brand value assessments will be more transparent, allowing high-quality suppliers and brands to stand out more easily in the market.
Industry Implementation: Six Measures to Unlock the Full Brand Cultivation Chain
As the industry organization, CNTAC plays the primary executive role in implementing the plan. Sun Ruizhe outlined six key directions:
- Establish an 'incubator mechanism' for textile and apparel excellence brands, building a tiered, dynamically managed brand incubation system
- Conduct in-depth brand diagnostic services, deploying professional forces to provide precise strategies for enterprises
- Continuously collect and promote brand stories, exploring cultural roots and innovative practices
- Actively build public service platforms, integrating design, technology, channel and other resources
- Advance deep integration of cultural tourism activities with brand consumption, bringing brands into life scenarios
- Intensify brand talent cultivation, forging a professional team with design skills, business acumen, passion, and global vision
These six measures cover the entire chain from brand incubation, diagnosis, and communication to channel empowerment and talent reserve. Among them, the 'incubator mechanism' means a list of key supported brands will be formed, receiving priority attention in policy, resources, and market. The 'diagnostic services' directly address the pain point of weak brand-building capabilities in SMEs—professional intervention can help enterprises quickly identify shortcomings and avoid blind investment.
Industry Impact: A New Brand Landscape Balancing Cultural Confidence and Technical Strength
The plan's implementation will profoundly reshape the competitive landscape of China's textile and apparel industry. On one hand, the target of cultivating 25 excellence brands will accelerate the brand transformation of leading enterprises, shifting from OEM/ODM to OBM. On the other hand, the establishment of an evaluation index system will force companies to improve product quality, design capabilities, and sustainable development levels. For textile industrial belts like the Yangtze River Delta and Pearl River Delta, this means a new round of resource consolidation—high-quality brands will gain more policy dividends, while brands lacking awareness may face market marginalization.
Notably, Sun Ruizhe emphasized the role of 'Oriental aesthetics' and 'cultural confidence' in brand cultivation. This aligns strongly with the recent trend of 'guochao' (national tide) consumption—Chinese young consumers' growing affinity for domestic brands offers unprecedented market space for textile and apparel brands. Excellence brands should not only symbolize commercial success but also serve as benchmarks carrying cultural confidence and showcasing technical strength.