China will introduce the quality mark for silks in March or April 2004. The mark will be used on all fine silk scarves, ties and garments. According to sources in the China Silk Association, quality certification is all ready and is just awaiting the approval of the State Trademark Office.
The introduction of the quality mark for silks is of great significance to the development of the silk industry in China and the world at large. It is an important step marking China’s shift from a volume to a quality silk producer. The move has aroused the close attention of foreign companies in the trade. The promotion of the quality mark suggests that China is actively fostering and developing its silk products as an international brand name. In the view of the trade, the introduction of the quality mark indicates that China’s silk industry is entering the top end of the industry chain, moving from competition in the raw materials market to competition in end products and branding. For example, in Europe, a pure silk georgette scarf can fetch tens of Euros or over 200 Euros if it is a good brand, while a silk tie can cost up to 100 Euros. Yet, they are much cheaper in China. Shengzhou, dubbed the “Hometown of Neckties”, exports some 500 million ties annually, about a third of the world’s total sales, but the unit price is only Rmb20.
The launch of the quality mark for silks will help Chinese silk enterprises strengthen their brand awareness and move towards branding. However, as China lags behind advanced international standards in silk finishing after printing and dyeing, whether its products can keep up with international trends is a matter worth pondering for people in the industry.
