Mian is… Exploring Cities

Jul 02, 2013  |  by
On April 23, 2013, Beijing, China, the 2013 “Mian is…” Yearly Campaign officially debuted in Beijing. Co-sponsored by Cotton Incorporated (CI) and Cotton Council International (CCI), following on from 6 years’ successful evolution of the “Cotton-Beyond Your Imagination™” campaign, the “Mian is…” Yearly Campaign mainly aims to deepen the understanding of the versatility and fashion of cotton, the innovation and development of cotton usage in fashion and lifestyle, increasing the public awareness, popularity and consumption of cotton and cotton products. 
 
The topic of this year’s “Mian is…” campaign is “cities”, featuring cities distinctive of their region. Beijing, Chengdu, Hong Kong and Hangzhou are the backdrop for four respective Mian series of videos, providing fans with an interesting way to discover and share their city’s culture and Mian lifestyle. As the lead actor for the Beijing-themed Mian video, popular Chinese actor Yuan Hong attended the ceremony, sharing behind-the-scenes stories and his Mian lifestyle with guests.
 
The event was kicked off with a video clip of Chinese traditional ink painting and a runway show distinctively themed with city styles. Mr. Richmond S. Hendee, the representative of “Mian is…” campaign began the festivities with a recap of the 2012 edition of the Mian series of videos, which joined with social media platforms to extensively reach out to more consumers. When discussing the 2013 yearly campaign, Richmond expressed: “China’s vast territory has created diverse regional cultures and lifestyles. We believe that this year’s city-themed ‘Mian is…’ campaign will create a direct bridge to each consumer and help more people love and share the Mian lifestyle.”
 
The 2013 “Mian is…” campaign illustrates Beijing’s nature, Chengdu’s comfort, Hong Kong’s high quality and Hangzhou’s health as the main themes, with each video featuring a celebrity. Through these four videos, fans of cotton from around the China will be able to discover their own city’s culture and Mian lifestyle, unlocking limitless imagination, and allowing them to share their own understanding of “Mian is…” with others.
 
The promotional trailer for the Beijing-themed Mian video also premiered during the launch, and the completed video is scheduled to air in May on all major video portals. The other three videos will be consecutively launched in the following months. As the lead actor for the Beijing-themed Mian video, popular Chinese actor Yuan Hong came on stage to share the behind-the-scenes stories of the filming, happily noting that, “The film actually reflects my real life. Beijing is an ancient city that brings many cultures together—it is both diverse and modern—if only Beijing’s nature could be persevered at the same time. Just like cotton: its timeless nature, allows comfortable expression and being real-me.”
 
“Mian is…” is not just cotton—it is an unrestrained way of thinking, and a positive and healthy lifestyle. Let’s explore the world of “Mian” together, to more vividly interpret and express the understanding and attitude about life. These infinite possibilities are all from your imagination.
 
Furthermore, China Textile also interviewed with Ms. Karin Malmstrom, China Director of Cotton Council International, she shared with us the latest information about U.S. cotton industry.   
 
Q: According to the statistics released by USDA, it is estimated that in the 2013/14 cotton year, the planting areas of U.S. cotton would see a year-on-year decrease of 18.6%. Will it affect the cotton export, and bring any influences to Chinese market?   
 
A: For American farmers, they will adjust their planting plan according to the prices. Since the year of 2013, cotton price has witnessed a continuously increase, while the price of corn saw a decline, so that farmers choose planting cotton over corn, leading to an ascending cotton planting areas in the U.S. correspondingly.   
 
As the statistics of USDA indicated that, in the United States, in 2013, the cotton output would reach 3.80 million tons, of them 2.80 million tons will export to overseas markets. Recently, China is one of the main U.S. cotton export destinations, and nearly half of the U.S. Supima cotton would shipped into Chinese market. And I have the confidence that the United States would offer sufficient cotton supply to Chinese markets.
 
Q: Due to the increasing gap between Chinese and international cotton price, some domestic Chinese textile and apparel enterprises gradually begin to choose man-made fiber instead of cotton in production. However, as I know, you are very confident about the cotton consumption markets in China. Why?     
 
A: According to the Cotton Incorporated Lifestyle Monitor™ Survey, currently, 77% of consumers say better quality garments are made from natural fibers. In that vein, consumers have a preference for cotton in many of their apparel items. Almost all prefer their denim jeans to be made of cotton and cotton blends, followed by T-shirts, socks, underwear, casual shirts, sleepwear, dress shirts and activewear, according to Monitor statistics. Meanwhile, 44% of consumers say they would pay more for better quality apparel, up from 41% in 2011, according to the Monitor.
 
Along with the improved daily life quality, more and more consumers would favor the natural cotton products that symbolizing a healthy and comfortable lifestyle. Cotton Council International has always been broadcasting and promoting the superiority of cotton and cotton products. Recently, there are more than 200 Cotton USA global licensees in China. With our effort, consumers would know more advantages of cotton, and the cotton consumption markets in China will also spark great potentials.  

2024.12   

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