Relating To Chinese Consumers the Benefits of Cotton
March 5, 2009 Most U.S. cotton producers are aware that China is the world’s largest cotton-producing country, but many producers may not know that China is also a great customer for U.S. cotton. Because China cannot produce enough cotton to satisfy its textile mills’ needs, China will be a large importer of cotton for years to come. For more than a decade, the United States has been the largest and most consistent supplier of raw cotton to the Chinese market. Typically, the U.S. accounts for more than 50% of China’s annual raw cotton imports. China is the leading supplier of cotton clothing to the U.S. market, so the demand among U.S. consumers for cotton products leads to a market opportunity for U.S. raw cotton shipments to China. But the demand for U.S. raw cotton doesn’t end there.
Beyond supplying the world with cotton clothing and textiles, economic growth within China is creating a vast market for selling cotton products to Chinese consumers. Additional demand for cotton products among Chinese consumers will lead to more imports of cotton and, consequently, more exports of U.S. cotton to China. That is the very direct link between consumer promotions for cotton in China and sales of U.S. cotton bales. That link is what Cotton Incorporated’s and Cotton Council International’s new promotion effort in China is all about.
Cotton Incorporated and Cotton Council International, working on behalf of U.S. cotton in China, are leading a new initiative to increase Chinese consumers’ awareness of and preference for cotton products. Drawing upon more than a decade of experience working in China with textile companies and associations, the two organizations are now moving aggressively to expand their activities to include speaking directly to consumers about the wonderful benefits of cotton.
Seeking Cotton First
The objective in China is to make sure that Chinese consumers are not just buying apparel, but that they are actively seeking out cotton apparel. Less than half (46%) of all Chinese consumers say that they look at the fiber content label before purchasing a garment, which means that many consumers are unaware of what they are buying, and even more importantly, most are not aware of the benefits of cotton. This fact was uncovered when Cotton Incorporated and Cotton Council International conducted 7,000 interviews in seven cities throughout China last year.
Educating Chinese consumers about the many attributes of cotton is a key focus of the promotion effort. Chinese consumers tend to own about half as many clothing items as Americans. Research shows that the average Chinese consumer owns 3.6 pairs of denim jeans compared to 8.1 pairs in the U.S. Demonstrating cotton’s ability to be comfortable, functional and fashionable will help Chinese consumers realize that denim jeans and other cotton apparel can serve many purposes in their lives from home to work, giving them even more reasons to purchase more cotton apparel.
Cotton Council International and Cotton Incorporated are working with a leading international public relations firm, Fleishman Hillard, to design and implement the new consumer campaign. The campaign will bring creative events and publicity to the major cities in China, reaching millions of consumers with the cotton message. One of the first planned events is a student design competition being held at the Beijing Institute of Clothing Technology. Students recently submitted designs for a cotton clothing contest. Winners will produce their designs in cotton, and then in the fall of this year, a specially-designed presentation stage will travel to public venues in Beijing and Shanghai to display the winning designs and allow the public to vote for their favorite cotton clothing. The contest will educate young design students about the fashionability and versatility of cotton and educate consumers about the wide range of possibilities for cotton in clothing.
Our message to Chinese consumers is straightforward: “Cotton: Beyond Your Imagination.” It’s more than just a pair of jeans or T-shirts. It’s fashion, function and comfort all in one fiber. It’s a natural and renewable fiber. It’s all of these things and it can be anything you imagine! American consumers have known that for a long time. Now, we’re making sure that consumers in China know that, too.
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